HCM City hosts online marketing conference

Online marketing could help local exporters introduce their products efficiently and effectively to potential buyers around the world, experts said at a conference in HCM City yesterday.

Ghislain Le Chatelier, head of Google Southeast Asia, told the conference titled “Export Solutions for Vietnamese Brands” that applying IT and online marketing methods to promote exports was a popular worldwide trend.

But many Vietnamese exporters had not utilised these applications in the most effective way, the official added.

“Internet development has not only changed media consumption but also the way we interact with customers,” he said.

He noted that e-commerce was new, but growing rapidly in Viet Nam, citing a recent online consumer benchmark study by Netpop Research that found 73 per cent of respondents saying they’d purchased something online compared to 16 per cent last year.

Vo Minh Hoang, an official with the HCM City Department of Industry and Trade, said the city’s economy was recovering and regaining its growth rate after the economic recession last year.

The city’s export turnover this year is expected to reach US$21 billion for a year-on-year increase of 5.1 per cent. With the rapid growth of information technology, the internet offered a huge source of information as well as a quick and effective marketing channel, Chatelier said.

Online marketing had more advantages than traditional marketing channels, making it much easier to change a product’s image or its advertising contents, Hoang said.

Local exporters should therefore intensify the use of online marketing to promote exports and raise their competitiveness, he added.

Some Vietnamese companies have been successful with online exports, like the Tre Lang Living Bamboo Company that sells bamboo-based furniture products; Vegetexco, which sells canned vegetable products; and Viet Source Processing Import and Export Joint Stock Co, which exports spices and other agro- based products.

The number of enterprises participating in trading exchanges has also increased sharply in recent times, Hoang said, adding that earnings from online exports at some companies even accounted for more than half of their total export revenues.

Intensive training

In a related development, a free workshop offering intensive training to enhance online marketing skills of suppliers from Viet Nam opens today in Ha Noi’s Noi Bai Industrial Zone.

The first workshop of its kind aims to help Vietnamese firms land more export orders and equip small- and medium- sized manufacturers with needed export marketing and inquiry management skills.

The “How to Win More Export Orders” workshop is co-hosted by the US-based non-profit organisation Kearny Alliance and the Asia Injury Prevention Foundation’s helmet-maker Protec.

“While the participants are all experienced exporters, many may not be familiar with the latest online marketing channels and know how best to manage their inquiries. Suppliers told us they need more knowledge in these areas to help them become more competitive,” said Alexander Boome, visiting programme director of Kearny Alliance Asia.

“Our aim is to help them convert more sales leads into more orders more effectively. The ultimate goal is sustainable job creation,” he said.

He appreciated greatly the backing of Global Sources “who support us with real-case buyers for our workshop content and free online marketing platform where the suppliers can communicate with quality buyers worldwide.”

Na Huong, deputy general director of Protec, said: “We are delighted to assist the Kearny Alliance with necessary facilities and venues to make the workshop happen for Viet Nam’s exporters.

“We believe the knowledge and skills the workshop provides to local suppliers is practical.”

The Developing Country Export Assistance Programme team is scheduling further training programmes in HCM City early next year.

Kearny Alliance partners with other international organisations to further its mission of “Aid though Trade” to advance international development and poverty alleviation through trade-related business, education, training and applied research. — VNS

Tags: online marketing