In the US, they are ahead in the Digital segment (utilizing data for personalized marketing strategies), but labor costs are significantly higher, and the scale is much larger than in Vietnam. As a result, some basic and outstanding differences can be mentioned:
1. Insight
For every brand, we all begin by identifying the target customer group, searching for insights, and then going to other stages. It's the same in the US, but consumers in the US will have differences in lifestyle, culture, and perspectives compared to those in Vietnam. Therefore, gaining insights into different consumer behaviors is certain.
2. Marketing Communication
Media channels in the US are very diverse, if not complex.
TV: Advertising on TV in the US involves a mix of traditional and digital TV (referred to as on-demand TV, like services from Netflix, Hulu, etc.). However, most of the budget will be spent on digital TV because consumers can watch it over and over again.
OOH (Out-of-Home Advertising) is mostly digitalized, allowing for creative and flexible use. For example, at the same billboard location, depending on the time of day, and weather, a brand can change ad creatives with appropriate messages.
Radio & Podcast: Unlike Vietnam's motorbike culture, advertising on these channels is extremely popular and effective in the US This is simply because many Americans travel by car, and they turn on the radio or listen to podcasts during that time.
3. Activation
In reality, brand activation activities in the US are actually done less frequently, or on a smaller scale, than in Vietnam. This is mainly because labor costs are so expensive, and the vast expanse of the US makes it challenging for most brands to organize these activities nationwide.
4. Trade Marketing
With a large market like the US, sending goods everywhere is certainly not simple. And don't make the mistake of thinking that in the US there are only supermarkets, no markets or grocery stores, so distribution is easier than in Vietnam. The supermarket channel in the US is extremely complex, with many types, from nationwide chains to state-specific chains and independent stores. Therefore, many brands can only choose specific states or large chains to focus on distribution.
However, whether in the US or in Vietnam, with different cultures, geographical locations, scales, and levels of development, the core and foundation of marketing knowledge are the same. All marketing campaigns in the US start with a brand's strategy and business goals. The difference here is only the touchpoints (contact points with consumers).
Shared by Ms. Thái Thùy Anh, formerly a Senior Brand Manager at Nestlé Vietnam. She currently serves as a Senior Manager – Consumer Marketing at the British American Tobacco Group in the US.
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