AI ready digital marketing agency in Vietnam
On Digitals helps foreign brands grow in Vietnam with SEO paid media content AI ready marketing and local execution
Vietnam boasts a large internet population of 85.6 million users and 79 million social media identities. However, converting these users to choose foreign brands over local ones requires a strong digital marketing strategy. The digital economy in Vietnam reached $39 billion in 2025, with e-commerce accounting for around two-thirds of its value. Competition is growing, making it challenging for foreign brands to establish a market position.
Vietnamese consumers often engage with brands across multiple platforms, including social media, search engines, marketplaces, and messaging apps. A typical purchasing journey involves moving from a TikTok video to a Google search, then to Facebook comments or a marketplace listing, and finally to a Zalo message or website form. Foreign marketing stacks typically lack the ability to measure the crucial final step in this process.
Vincent On, founder and CEO of a Vietnam-focused digital marketing agency, explains that foreign brands struggle in Vietnam not due to a lack of marketing assets but because their global brand voice doesn't align with how Vietnamese customers find, compare, and trust brands. To succeed, a local agency should coordinate search engine optimization, content creation, pay-per-click, social outreach, and website development across various platforms like Google, Meta, TikTok, Zalo, and LinkedIn.
AI is rapidly becoming an integral part of business operations in Vietnam. According to a study by AWS and Strand Partners, 18% of Vietnamese businesses have adopted AI, up from 13% a year earlier, representing a 39% increase on-year. While AI can quickly cluster keywords, draft ad variations, and summarize competitive sets, it struggles to understand local context.
Factors such as search behavior, platform preference, language nuance, and buying triggers vary by industry and region. Local teams are essential for interpreting AI-generated data and making informed decisions based on local market knowledge.
To develop a successful strategy in Vietnam, foreign brands should start by reviewing their current search visibility, paid media opportunities, local content gaps, and conversion paths. This review should quickly identify areas where local execution can move the numbers the fastest. Unilever Vietnam is integrating machine learning and AI into their digital marketing and distribution channels to promote digital transformation in the region.
Written by urgent.news from Vietnam Investment Review's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
