Digital Marketing Transformation in Emerging Economies: Evidence from Vietnam

Digital transformation is redefining marketing practices across emerging economies. Vietnam – one of Southeast Asia’s fastest-growing digital markets – offers a compelling case with over 79% internet penetration and 72 million social media users as of 2024. This paper examines Vietnam’s digital marketing transformation in the broader context of emerging economies. We synthesize literature on global digital marketing trends and specific challenges in developing markets, and employ a case-based analysis of Vietnam using secondary data from academic studies, government reports, and industry surveys. Key findings reveal a vibrant, mobile-first digital landscape characterized by the rise of short-form video content, influencer-driven campaigns, “shoppertainment” e-commerce, and AI-powered personalization. Businesses in Vietnam are leveraging platforms like TikTok, Facebook, YouTube, and local Zalo for broad consumer reach, with e-commerce valued at over $20 billion in 2023 and growing rapidly. However, significant challenges persist, including a digital skills gap, regulatory uncertainties (e.g. new data protection rules), heavy platform dependence, measurement/ROI limitations, and a rural–urban digital divide. Enabling factors such as a young tech-savvy population, expanding broadband infrastructure, and supportive government initiatives have catalyzed progress. The discussion highlights implications: businesses must adopt mobile-first and data-driven strategies, marketers need upskilling and diversified channel approaches, and policymakers should refine regulatory frameworks and support SME digitalization. This study contributes to understanding how emerging markets like Vietnam are navigating digital marketing transformation, emphasizing the need for localized, inclusive strategies to sustain growth.