10 Costly Marketing Mistakes Foreign Brands Make in Vietnam

At Feedforce Vietnam, we’ve worked with a wide range of foreign brands trying to break into or scale within the Vietnamese market. From those early conversations, one pattern became clear: many marketers and managers make costly mistakes when applying their historical strategies without adapting them locally. Below, we break down 10 of the most common pitfalls we've seen, so you can avoid them and build smarter, faster, and more sustainable growth in Vietnam.

1. Collecting Leads But Failing to Follow Up

After spending thousands on trade shows or Meta Ads, companies often secure 100+ leads, only to let them go cold. Without a structured follow-up system, most contacts fade away. Speed and relevance matter; otherwise, the team walks away with nothing but a false sense of success.

2. Assigning Digital Marketing to “The Youngest Person in the Office”

Just because someone is young doesn’t mean they understand digital marketing. Many companies ask salespeople or designers to “just handle the Facebook page”, with no strategy or analysis. Vietnam now produces university graduates specialized in digital marketing. Hiring one could save months of wasted effort.

3. Leaving Everything to a Local Agency, Then Losing Control

Some companies outsource their marketing entirely to local agencies. The result? Generic reports, no clear KPIs, and no improvement plan. When asked for clarification, the agency can’t explain the logic behind their actions. This black-box approach wastes time, money, and brands’ internal learning opportunities.

4. Assuming What Sells at Home Will Sell in Vietnam

Top-selling products in your home market may flop in Vietnam. Differences in pricing, positioning, or even product format can derail sales. Shopee and other platforms make it easy to research local bestsellers, customer reviews, and pricing strategies, insights that should inform pre-launch planning. Today, tools like AI-powered review analysis and market intelligence platforms make this process faster

5. Overusing “Famous Back Home” as a Value Proposition

Brand awareness doesn’t cross borders by default. Even well-known Korean or Western brands invest heavily in brand-building during their first year. Treat Vietnam as a fresh market, and prepare for a long-term awareness-to-conversion journey.

6. Expecting Repeat Purchases Without Understanding Local Loyalty Patterns

Vietnamese consumers rarely repurchase based solely on brand. They re-evaluate options every time, checking reviews, prices, and alternatives. Subscription models aren’t common. Compared to markets like Korea, Australia, or Indonesia, loyalty is harder to earn here.

7. Skipping Market Research and Relying on Gut Feeling

Some brands base their decisions on local partner feedback or “experience.” But without data, from customer reviews to competitor pricing, product choices often miss the mark. Always validate opinions with evidence.

8. Setting Vague Goals and Metrics

“Getting more followers” sounds nice, but it doesn’t drive business in many cases. Whether B2B or B2C, KPIs must tie into the sales funnel. For e-commerce, it’s traffic × conversion rate × AOV (Average Order Value). For B2B, it’s often CPQL (Cost per Qualified Lead). Know what success looks like, and how you’ll measure it.

9. Relying on a Single Sales or Advertising Channel

Whether it's Shopee or Meta Ads, placing all your bets on one channel is risky. Policy changes, bans, or algorithm shifts can instantly derail your strategy. Diversifying isn’t just risk management; customers often touch multiple channels before deciding.

10. Thinking “I Know Vietnam Now” and Stopping There

Just because you've been here for a few years doesn’t mean the market hasn’t changed. The pace of consumer behavior, platform usage, and competitor tactics in Vietnam is fast. What worked in 2022 may no longer apply. Stay sharp.

Do any of these sound familiar? If your team has experienced any of the above, you're not alone. We hope this article serves as both a warning and a roadmap to help foreign-led companies build smarter, more adaptive marketing strategies in Vietnam.