Vietnam's Marketing Future: MMA Global's Vision for a Thriving Marketing Ecosystem

They should also capitalise on available financial support, engage with industry groups to share feedback and stay abreast of new developments, and prioritise cybersecurity to safeguard their data and information technology systems. By taking these measures, businesses can optimise the benefits of digital transformation and contribute to the nation’s digital economy. Vietnamese marketers have readily embraced advancements in technology, particularly in data analytics, AI, and programmatic advertising, significantly improving campaign effectiveness. With brands becoming more data-driven and consumer-focused, the integration of mobile, social media, and e-commerce platforms has revolutionized engagement strategies. Vietnamese marketers are not only keeping pace with APAC standards but often leading through locally inspired innovations that resonate with global trends.

Instead, a hybrid model may emerge, where brands combine both types to maximize authenticity and efficiency. Kellogg’s, for instance, recently modernized its iconic Tony the Tiger mascot to engage on social media in real-time, merging nostalgia with interactive appeal. Such strategies could pave the way for balanced influencer marketing, where AI augments, rather than replaces, human influence. With the ability to automate tasks such as data collection, campaign deployment, and performance monitoring, marketers can focus more on strategy and creativity. Keitaro Tracker offers various automation features, including S2S postbacks for seamless data integration and API support for custom scripts. Once you have gathered data, the next step is to analyze it to uncover patterns, trends, and insights.

Terry Zelen of Zelen Communications warns that a digital avatar alone is insufficient; brands must build compelling backstories to resonate with audiences over time. Michael Tasner of No Joke Marketing points out that Gen Z seeks a sense of belonging through digital interactions. AI influencers, custom-designed for these preferences, fulfill this demand for personalized, dependable engagement.

We also engaged with startups like Towntalk, Farmspeak, and BetaLife, who are using AI to solve some of Nigeria’s biggest challenges. Companies across various sectors are now recognising that innovation and growth are increasingly driven by human ingenuity – something that AI can aid, but not exactly replicate. Despite all this, it’s still easy to be casual about AI (after all we all have the day job to preoccupy us) or to wish that the AI genie would simply go back into the bottle. There is a generational revolution underway in our industry and it’s happening right in front of us.

Whether in design, media or data-driven marketing, products like Adobe Acrobat, Adobe Express and Adobe Creative Cloud provide a comprehensive platform that prepares individuals to excel in diverse roles, from creative to highly technical. Another major recent trend is that traditional degrees, while foundational, are no longer enough to guarantee employability. The demands of the modern workplace have outpaced the static knowledge acquired through formal education, leaving many graduates unprepared for the dynamic skillsets employers require.

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And the agencies that will win out are the ones who will treat it with the significance it merits and not just as a sideshow service. Thus, he argued, if the 20th century was the century of the heart, where a similar multi-faceted revolution in cardiology innovation now “creates over $300b in value a year” by augmenting lifespan and healthspan, then the 21st century will belong to the brain. But as we enter the second quarter of the century, the BCI industry today has yet to put any points on the board, in terms of adding economic value to people’s lives.

As Malaysia’s potential as a fast-growing data centre hub opens up opportunities for the country’s transition towards renewable energy, it is encouraging to note the support available. Our commitment to the digital transformation of the continent began in 2007 with the opening of our first office in Nairobi, Kenya, where we later announced the launch of our Product Development Center in 2022. And in 2018, we opened an AI research centre in Accra, Ghana, where our teams on the ground explore how AI can be used to solve problems in Africa and beyond. Google is proud to be at the forefront of this transformation, but we’re prouder still of those driving this change. Across the region, African entrepreneurs, nonprofits and organisations are using innovation to solve complex challenges.

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AI frameworks and retail media are becoming foundational to the future of marketing. AI empowers businesses to create highly personalized customer experiences at scale, optimize campaign performance in real-time, and make more informed, data-driven decisions. Meanwhile, retail media is emerging as a powerful channel for brands to connect with consumers right at the point of purchase, unlocking new opportunities for targeted advertising. SMARTIES award-winning campaigns set excellence benchmarks across APAC, demonstrating the power of combining creativity with data and technology. These campaigns serve as best practices, inspiring brands and marketers to pursue innovation, which strengthens the APAC economy's competitive edge. As the marketing landscape evolves, award-winning campaigns help shape the future of advertising and inspire new standards of excellence.

These grants are designed to help SMEs remain competitive in the digital economy. For every student at the start of their journey, or the budding entrepreneur with a great idea, investment truly matters. We can empower individuals with the knowledge to understand the digital tools at their fingertips. And just as importantly, we can inspire a mindset shift – a renewed belief in the power of education and skills to shape a better future. Our Google Career Certificates are enabling Nigerians to develop work-readiness in skills like AI, cybersecurity, digital marketing and programming languages like Python and SQL. Meanwhile, skills-based initiatives like our Hustle Academy provide AI-focused training for small and medium-sized businesses in Nigeria, Kenya and South Africa.

His presentation highlighted the transformative power of AI in various business areas, from sales and marketing to product development and customer support. After a rigorous evaluation process, REA selected Tealium for its real-time capabilities and Braze for omni-channel communication. Some of the largest tech players are adopting “more monolithic” strategies and trying to show their clients that all their digital and data needs can be met under one roof. These tech players, ostensibly, facilitate customer data management, the building of custom AI tools and even the deployment of customer data.

Unlike humans, they operate 24/7, reach across platforms and languages, and engage with audiences at any time. HypeAuditor data reveals that virtual influencers can drive up to 3% more engagement on platforms like Instagram. You can foun additiona information about ai customer service and artificial intelligence and NLP. This elevated engagement is largely attributed to AI’s capacity for hyper-personalized, scalable interactions.

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Putrino contrasted the impairment-focused medical model of disability with the social model, which works to remove or mitigate barriers to human performance. In this frame, BCI is arriving at a crossroads moment, wherein innovation is expanding from compensation (e.g. water future of ai in digital marketing bottle grippers for people without finger control) to restoration through things like functional electrical stimulation. The two BCI sponsors of the event, Synchron and Precision Neuroscience, offered dual visions of what an “interface” can be across numerous sessions.

Moreover, its S2S Postback feature ensures accurate and secure data exchange and tracking. Yet, as the digital landscape becomes increasingly complex, the volume and variety of data available can be overwhelming. Marketers face the daunting task of sifting through mountains of data to extract meaningful insights. Keitaro Tracker, a gold-standard self-hosted ad tracking platform, offers an extensive array of features that streamline the process of collecting, analyzing, and acting on marketing data. These are vital resources for SMEs seeking to adopt digital tools, automate processes and improve operational efficiency.

By fostering an understanding of AI’s potential among young people, we can inspire them toward sustainable future jobs and empower them to shape a better future for themselves and their communities. And in the past few days, I’ve been fortunate enough to explore Nigeria with ChatGPT App our Nigerian-born Head of Google Africa, Alex Okosi, and our wonderful local team of Nigerian experts. We’ve had inspiring conversations with business leaders already at the forefront of their industries and explored how to leverage the power of AI to scale their businesses.

Additionally, the SMARTIES Awards foster a community where marketers exchange insights, fueling industry growth and expertise. A vibrant marketing ecosystem in Vietnam relies on collaboration between brands and industry leaders. MMA encourages brands to be bold and experiment with new technologies, approaches, and creative ideas, helping to build a collective knowledge base that benefits the entire industry.

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We also rely on leaders to mentor and nurture the next generation of marketers, promoting a culture of continuous learning and innovation. Together, we aim to create an environment where creativity and effectiveness drive growth, elevating Vietnam's marketing landscape. Before embarking on the journey to create a data-driven marketing strategy, it’s essential to understand that working with data is not just about collecting information. The real challenge lies in making sense of this data and using it to drive your marketing campaigns effectively.

“It drives business value and it sits within the entire business’ strategy,” she explained. There were a couple of funds set aside for such investments; for example Dana Pemacu under Kumpulan Wang Persaraan (Diperbadankan) or KWAP will be providing RM500mil next year to be invested in data centres, energy transition and advanced manufacturing. The proposal also included an additional 100 employees to the National Cyber Security Agency together with an extra allocation of RM10mil. The Online Safety Bill, which is set to be tabled soon, will be timely in combating cyberbullying and cybercrimes towards a safer cyber ecosystem. In addition, Budget 2025 proposed to strengthen of the legislative framework (specifically Act 574 of the Penal Code and Act 593 of Criminal Procedure Code) for more effective enforcements. This will enable digital transformation, serving as a common denominator for services from government service providers like Pangkalan Data Utama or Padu, Road Transport Department and the Inland Revenue Board.

However, Tealium for AI offers businesses secure data collection and transfer with strict compliance measures that can obfuscate and encrypt data to ensure customer privacy is maintained, regardless of what they may or may not consent to. Plus, Tealium for AI is allowing businesses to move from updating their customer data, “daily, weekly or even monthly” in real-time. Consumers expect a seamless experience across all touchpoints, from social media to email and in-store interactions. Future marketing strategies will focus on integrating these channels to provide a cohesive experience. Keitaro’s integration capabilities with platforms like Facebook and Google Ads make it easy to manage omnichannel campaigns and analyze their collective impact.

Abbey Sawyer shared insights about how to measure the impact of BCI in clinical research. One attendee I met at lunch smirked that BCI appears to be a solution looking for a problem, a view plenty of others share. His point was well-taken though, that reimbursement is hard, and navigating the market opportunity comes down to a specific (if daunting) set of “known unknowns” that emerged over the two days. Khosla Ventures’ Alex Morgan framed the convergence of neurotechnology innovation as the Century of … Today, this remains a research effort requiring highly personalized surgical interventions and rehabilitation, rather than any off-the-shelf options.

And the local landing pages feature alows you to save on hosting and reduce ping time. A/B testing is particularly useful in this phase, helping you identify what content resonates best with your audience. For every $1 invested in Sub-Saharan Africa’s digital economy, we can generate $2 in economic value by 2030. For some nations, like Nigeria, the growth will be even greater, with an $8 return for every $1 invested. To further inspire the next generation, we are launching a program to train 25,000 educators, equipping them with the knowledge and resources to bring AI education to 125,000 students across Nigeria.

• The two BCI sponsors of the event, Synchron and Precision Neuroscience, offered dual visions of what an “interface” can be across numerous sessions.
• Thus, he argued, if the 20th century was the century of the heart, where a similar multi-faceted revolution in cardiology innovation now “creates over $300b in value a year” by augmenting lifespan and healthspan, then the 21st century will belong to the brain.
• This elevated engagement is largely attributed to AI’s capacity for hyper-personalized, scalable interactions.
• Through the company’s foundry and a new full stack of BCI tools, Science could bring the cost of in-human BCI development down by a factor of 20.

His insights on “AI-Driven Enterprise Architecture” illustrate a roadmap for organizations to integrate AI at scale, addressing the complex challenges of adapting legacy systems to modern standards while anticipating future technological needs. With AI projected to add over $15 trillion to the global economy by 2030, according to PwC, Saumya’s AI-focused architecture strategies place American businesses on the forefront of this shift, enhancing productivity, customer insights, and operational efficiency. As businesses across the globe adapt to the fast pace of digital innovation, one guiding force in this transformative journey is Saumya Dash, a Principal Enterprise Architect known for his expertise in AI-driven architecture and technology alignment.

SMART goals lay a clear roadmap for your career and financial success, and enable you to be laser-focused so you can stay motivated and take action all throughout the year, not just when it's New Year's Day 2025. If you're serious about your career development and success, and you're passionate about what you do, you need a solid framework a structure so that you can achieve these ambitions. As data becomes more central to marketing, ethical considerations will take center stage. Marketers will need to be transparent about their data practices and use data responsibly. Keitaro Tracker’s self-hosted infrastructure provides a level of data control that aligns with ethical standards, ensuring that your marketing practices are both effective and responsible.

• Through its strong emphasis on inclusive growth, the budget ensures that benefits are channelled to those who need them the most, such as small and medium enterprises (SMEs) and micro-entrepreneurs.
• By fostering an understanding of AI’s potential among young people, we can inspire them toward sustainable future jobs and empower them to shape a better future for themselves and their communities.
• According to a recent World Economic Forum survey, over 70% of employers identify creative thinking as the most in-demand skill for 2023.
• After a rigorous evaluation process, REA selected Tealium for its real-time capabilities and Braze for omni-channel communication.
• Keitaro Tracker’s self-hosted infrastructure provides a level of data control that aligns with ethical standards, ensuring that your marketing practices are both effective and responsible.
• French lives with tetraplegia as a result of a snowboarding accident, and the extent of her neurotechnology advocacy and leadership cannot be understated.

The incoming AI era will require businesses to be nimble, so deeper specialisation and fewer layers of proprietary complexity through a best-of-breed approach will likely reap benefits as Mathew Zele, cloud & ISV lead ANZ, Snowflake explained. “The more we can move towards real-time, the more value you’re going to get when you activate that data across the customer experience,” added Dennis. With regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), marketers must ChatGPT be transparent about how they collect and use data. Keitaro Tracker’s self-hosted nature ensures that you have complete control over your data, reducing the risk of breaches and ensuring compliance with privacy laws. The tracker even has a built-in GDPR mode, which can be easily turned on when working on the EU market. Keitaro Tracker’s built-in landing page editor and custom scripts and macros options allow you to experiment with different content formats and track their performance within the same LP (landing page).