The business community is an important part of the economy as they become more connected and meet various opportunities and a wider customer base through features that support their business journey, Meta’s Business Messaging Summit 2023 on June 13 in Ho Chi Minh City heard.

“It is undeniable that our community in Vietnam loves to connect with their friends and family through messaging services and they want to have the same experiences with businesses,” said Mr. Khoi Le, Country Director for Meta in Vietnam.

Data from Boston Consulting Group (BCG) and Meta in 2022 shows that at least one in three Vietnamese consumers send messages to businesses at least once a week. Among the countries with the highest rate of Business Messaging adoption, 73 per cent of Vietnamese consumers surveyed use Business Messaging to reach out to businesses. This shows that Business Messaging continues to play a role in supporting business growth and bringing businesses closer to customers, according to Meta.

“Two elements of Meta’s Business Messaging that can be considered for business owners are the Click to Message Ads and Leads Ads that help customers directly connect with businesses and strengthen the relationship between business owners and loyal customers with a more personalized approach,” Mr. Khoi added.

Thus, Meta will focus on three priority areas throughout 2023 that will help drive business and industry growth in Vietnam: Video growth, particularly Reels, the role of Artificial Intelligence (AI) for businesses and building better business ROI (Return of Investment) through Business Messaging.

One example is that Vua Nem has been taking advantages of solutions such as Click-to-Message Ads, Messenger Offer to connect online and in-store sales. In addition to adopting a series of business messaging solutions, Vua Nem also leverages offline in-store data and utilizes Message Ads to re-approach potential customers that visited the store.

“Our company saw a 54 per cent increase in new messaging connections when its marketing team introduced an automated offer to its ads that click to Messenger,” said Ms. Chi Nguyen, Head of Digital at Vua Nem.

“The new ads that click to Messenger strategy played a key role in our online-to-offline strategy, as it helped us acquire more high-intent customers and support our sales team in achieving conversion. It is the right solution for elevating sales in the retail industry.”

Vietnam International Bank (VIB) is among businesses that have effectively adopted all three priorities as part of their business development strategy. As a pioneer in implementing AI-based technology to enhance the customer experience, the bank launched the very first virtual financial advisor, “Vie”, with a music video that aired on Meta Feed, Stories, Instream, and Branded Content.

One of the breakthroughs Meta has made to help businesses build their businesses is the launch of Meta Advantage Suite in 2022 - a suite of products that simplifies the steps in ad creation and connects advertisers or business owners with the right creative assets and the right audience, at the right time.