Small and medium-sized enterprises (SMEs)
should use social media sites to advertise products and trademarks, according
to a recent conference of information and technology journalists on the role of
the internet in Vietnam's economy.
A
VinaLink representative presented the results of the company's 2011 survey,
which found that only 5 per cent of Vietnamese enterprises have a marketing presence
on the internet.
Around
30 per cent of Vietnamese people use the internet and there is great potential
for e-commerce in the country, but SMEs have not yet taken full advantage of
online business opportunities.
Hoang
Thuy Linh, a marketing director at the social networking platform Vietnamese
Zing Me, said the three-year-old website now had 7.4 million users and attracts
an average 1 million purchases a month—mostly of fashion, technology and
handmade products.
Dang
Quoc Cuong, CEO of Eleven Communications, said social media was a perfect
marketing channel for enterprises because it allowed them to be in dialogue
with customers and to build a community around their products.
In
addition, social networking provides marketing services such as the ability to
research product development, media and advertising, and customer satisfaction.
The
"self-propagation" of social media would help enterprises publicise
their products more quickly and it would also ruin businesses more quickly, if
the quality of the product did not match its promise, Cuong said.
The
difficult part, he added, would be for SMEs to acquire the strategies, tools,
personnel and funding needed to use social media for business activities.
Social
netorking is cheaper than traditional communication channels, but businesses
also need to target their clientele online to create investment and advertising
policies that would reap the highest benefits, he said.
VNA
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