Vietnam marketing agency laid the groundwork for the next phase of Vietnam’s marketing evolution — the digital leap.
Over the last decade, Vietnam has become one of Southeast Asia’s most exciting markets for growth-driven marketing. The country’s marketing landscape has evolved rapidly between 2015 and 2025.
This transformation is largely driven by digital innovation and rising consumer expectations.
Vietnam’s young, tech-savvy population has played a key role in this shift. At the same time, both local and international businesses have contributed to the growing demand for modern marketing solutions.
For foreign companies looking to enter or scale in Vietnam, partnering with a reliable Vietnam marketing agency is not just beneficial — it’s essential.
Let’s take a closer look at how the industry has evolved and what to expect when building your business marketing strategy in Vietnam.
2015: Traditional Foundations with Digital Beginnings
In 2015, the marketing agency scene in Vietnam was predominantly centered on traditional advertising methods. Television, print media, and radio were the primary channels, with agencies offering services like branding, print advertising, and event management.
While these methods provided reach, they often lacked precision and measurable impact.
However, the digital seeds were already planted:
- Internet penetration reached around 52% of the population.
- Social media usage was on the rise, especially among younger demographics.
- Local businesses began experimenting with Facebook and Google Ads.
This era laid the groundwork for the next phase of Vietnam’s marketing evolution — the digital leap.
Digital marketing was in its early stages, with basic website development and some search engine optimization (SEO) services emerging.
Social media platforms like Facebook and YouTube were gaining popularity, but their use for marketing was limited, reflecting the lower internet penetration rate of approximately 40 million users at the time.
“The economic context in 2015 showed Vietnam’s GDP per capita at $1,923, with a growing but still modest middle class, which influenced the demand for marketing services.“
Agencies were primarily serving local businesses, with limited experience in handling international clients, especially for digital campaigns.
2020–2025: The Digital Transformation Era
Between 2020 and 2025, digital marketing in Vietnam experienced explosive growth, driven by rapid smartphone adoption, increased internet access, and shifting consumer habits — especially during the COVID-19 pandemic.
Mobile-first population: Over 75% of Vietnam’s 100 million people now access the internet via smartphones.
Social media boom: As of 2024, Vietnam has 76 million social media users, with Facebook, TikTok, and Zalo leading the way.
E-commerce growth: Platforms like Shopee, Tiki, and Lazada made online shopping mainstream, pushing brands to boost their online presence.
Digital advertising spending also saw significant growth. In 2018, it was about $255.8 million, and by 2025, it was projected to reach $1,446 million, with a forecasted growth rate of 7.09% from 2025 to 2028, indicating a market volume of $1,776 million by 2028.
“This shift was fueled by the rise in mobile ad spending, with 60% of total ad spending projected to be generated through mobile by 2028, and 78% through programmatic advertising.“
Marketing agencies adapted by expanding their service offerings to include:
Social Media Marketing: Leveraging platforms like Facebook, Instagram, and TikTok, which saw increased user engagement, especially among younger demographics.
Search Engine Optimization (SEO): Optimizing websites for search engines like Google, which dominated with over 90% market share in Vietnam.
Pay-Per-Click (PPC) Advertising: Running targeted ads on search engines and social media, benefiting from the high digital ad spend.
Content Marketing: Creating and distributing valuable content to attract and retain customers, aligning with the growing demand for video content, with 71% of online Vietnamese watching videos daily in 2018.
E-commerce Marketing: Managing online stores on platforms like Shopee, Lazada, and Tiki, which saw exponential sales growth, with e-commerce becoming integral to consumer behavior.
Agencies became more agile, adopting AI and machine learning for customer segmentation and predictive analytics, enhancing campaign effectiveness.
From 2025 onwards, expect further integration of AI, automation, and personalization. Voice search, immersive experiences, and sustainable branding will play a bigger role. Vietnamese consumers are becoming more informed and selective — and brands must evolve with them.
Why Foreign Businesses Partner with Vietnam Marketing Agency
As international businesses expand into Southeast Asia, Vietnam stands out as a high-potential but culturally distinct market.
Navigating this landscape effectively requires more than just advertising—it demands local insight, strategic adaptation, and agile execution.
A trusted Vietnam marketing agency offers all of this and more. These agencies serve as essential partners, helping foreign brands localize their presence, communicate effectively with Vietnamese audiences, and achieve sustainable growth.
Key advantages of working with a local agency:
- Deep Consumer Insights
Understand Vietnamese values, lifestyle trends, and buying behaviors to create more impactful campaigns. - Cultural & Language Fluency
Craft messaging that resonates with authenticity across regions and dialects. - Platform Expertise
Tap into both global channels and local platforms like Zalo, Tiki, and Shopee for maximum reach. - Regulatory Know-How & Flexibility
Navigate Vietnam’s advertising laws, compliance requirements, and market sensitivities with confidence.
To ensure your brand’s success in Vietnam, selecting the right agency is critical. Here are the core qualities to prioritize when evaluating potential partners:
- Proven Track Record
Look for agencies with experience serving international clients and delivering results in your specific industry. Request case studies, client testimonials, and campaign portfolios. - Bilingual Capabilities
Effective communication is vital. Choose a team fluent in both English and Vietnamese to bridge cultural gaps and ensure smooth collaboration. - Data-Driven Strategy
The best agencies don’t just execute—they measure and optimize. Prioritize partners who focus on ROI, real-time analytics, and performance reporting. - Full-Service Offering
Whether you need branding, digital advertising, SEO, content creation, or media planning, a full-service agency can provide integrated solutions tailored to your business goals. - Cultural Intelligence
Vietnam is diverse, with regional variations in consumer behavior. An experienced agency understands these nuances and adapts your messaging accordingly.
Partnering with the right Vietnam marketing agency is not just a step—it’s a strategic move. With the right guidance and local expertise, your brand can connect, compete, and thrive in one of Southeast Asia’s most exciting markets.
