Marketing

In the modern global economy, many businesses invest heavily in international marketing, yet their results fail to meet expectations. A core reason behind this shortfall is misunderstanding who their global target customers truly are. When companies misread international audience profiles, campaigns lose focus, budgets get wasted, and expected performance falls short. Marketing efforts then turn into costly experiments with limited returns, especially in cross-border markets where cultural and behavioral nuances play a crucial role. This article explores why organizations, whether local enterprises or international brands expanding into new markets, often make this mistake, and how data-driven, insight-based marketing can fix it. By avoiding these errors, businesses can optimize budgets, increase ROI, and build stronger connections with both domestic and international customers. Why do businesses often misunderstand their global target customers? Target customers form the foundation of every marketing and international expansion strategy. When businesses identify the wrong audience, the entire framework collapses. Unfortunately, this issue is not limited to local markets, it’s a recurring challenge in global marketing management as well. Defining the wrong real needs of customers A frequent mistake is assuming that customers in different markets share the same needs or values. Businesses often interpret consumer behavior through a domestic lens, missing crucial cultural and regional nuances. This leads to misaligned campaigns, irrelevant messages, and ineffective spending, especially in global advertising campaigns or regional market launches. To prevent this, businesses should rely on localized insights and global consumer research rather than internal judgment. Conducting international market surveys, social listening, or analyzing purchase patterns across regions can uncover real customer expectations. When businesses understand what truly drives their audiences in different geographies, they can design glocalized strategies (global vision, local adaptation) that resonate deeply, minimize waste, and boost customer loyalty. This approach not only reduces marketing inefficiency but also strengthens the brand’s ability to compete in international markets and build trust with diverse audiences. Relying on personal assumptions instead of data In both domestic and international contexts, another major pitfall is relying on personal assumptions. Executives or marketing teams often project their own perspectives onto global customers, assuming their preferences and motivations are universal. The result is an unbalanced marketing direction that fails to capture local insights and cultural differences — a common cause of failed global campaigns. To correct this, companies need to invest in data intelligence and international market analytics systems. Reliable data from cross-border digital channels, customer journey mapping, and AI-driven consumer insight tools provide valuable clarity about real global behaviors and motivations. When decisions are based on evidence rather than opinion, strategies become sharper, campaigns more targeted, and results more measurable. This data-driven foundation enables businesses to confidently navigate international competition, optimize costs, and deliver stronger performance across markets. Ignoring customer behavior and global market context Another key reason brands fail internationally is by ignoring how global customer behavior evolves with technological, social, and economic shifts. A message that works in Vietnam may not resonate in Europe or Southeast Asia. Similarly, consumer priorities can shift rapidly due to inflation, sustainability concerns, or digital transformation. Brands that don’t track these changes risk becoming irrelevant in both local and global markets. To overcome this, companies must regularly analyze international market trends and customer sentiment across borders. Using global CRM systems, consumer behavior tracking, and trend intelligence tools, businesses can adapt their strategies quickly and ensure that every campaign feels timely and relevant. Understanding the global business environment also enables companies to predict rather than react, a key advantage for those looking to expand beyond domestic borders. This adaptability helps brands build resilience, maintain global visibility, and achieve long-term competitive advantage. Solutions to help businesses reach the right global target customers In an increasingly interconnected world, businesses aiming to expand globally must ensure their marketing efforts reach the right audiences. Without a clear international marketing strategy, companies risk wasting budgets on campaigns that fail to connect. To succeed in both local and cross-border markets, businesses need to apply a data-driven and globally minded approach to identify, understand, and engage with the right target customers worldwide. The most effective solutions include developing a detailed customer persona, applying global data analytics tools, and continuously testing and optimizing strategies to fit different international market dynamics. These steps form the foundation for companies seeking to maximize efficiency, minimize cost, and enhance global marketing performance. Building a detailed customer persona for global markets A well-developed customer persona helps businesses clearly visualize their target audience across different regions. Instead of stopping at basic demographics like age or gender, global companies must consider deeper layers such as lifestyle, purchasing power, cultural values, and regional behavior patterns. This comprehensive approach allows businesses to craft personalized marketing messages that resonate across borders, strengthening both reach and relevance. Creating an international persona should be based on verified market data, not assumptions. Businesses can collect insights from cross-market surveys, customer interviews, or digital analytics platforms that track multi-regional behavior. For instance, while European consumers may prioritize sustainability, Southeast Asian audiences might value convenience and affordability. A globally informed persona not only sharpens targeting accuracy but also helps marketing, sales, and product teams align on a unified goal. When everyone operates with the same understanding of international customer segments, marketing strategies become more coherent, effective, and adaptable across diverse markets. Using data and customer behavior analysis tools for global insights In today’s digital economy, data is the cornerstone of international business strategy. To compete globally, companies must leverage advanced data analytics and customer behavior tools that go beyond domestic boundaries. Tools like Google Analytics 4, CRM systems, Customer Data Platforms (CDP), and AI-powered insight software enable businesses to track customer behaviors across multiple countries and regions. Through these global insights, businesses can identify high-value audiences, evaluate campaign performance across different cultural contexts, and allocate marketing budgets more strategically. For example, analyzing social media engagement across regions may reveal distinct interests or buying habits, allowing brands to adjust their messaging for each market. A data-driven international approach does more than save

The pet food industry in Vietnam is entering a period of rapid growth, with the potential to create strong brands and a loyal consumer market. In this context, Marketing Strategy is the decisive factor to help businesses break through. SEFA Media, with many years of experience in the field of Marketing Strategy Consulting for specific industries, brings practical perspectives and different solutions to help businesses stand firm in the new competitive stage. Overview of the pet food market in Vietnam In just a few years, pet food has gone from being a supplementary item to becoming a real market. The increase in the number of pets in big cities, especially dogs and cats, has led to an increasing demand for specialized, convenient and nutritious products. According to a report by Mordor Intelligence, the estimated size of the pet food market will reach 222 million USD by 2029 with the average growth rate of this industry in Vietnam forecasted to reach 9.4% per year in the period 2024-2029. Consumer habits have also changed significantly. Pet owners are not only looking for food that meets nutritional requirements but also care about the origin of ingredients, brand values and accompanying care philosophy. This places new demands on product development and brand communication that cannot stop at just features but also need to create sustainable emotional connections. Impact of social factors Vietnam’s declining fertility rate has reached a historic low, with the total fertility rate falling to just 1.91 children per woman by 2024. Vietnam has one of the lowest fertility rates in Southeast Asia, lower than the regional average (2.0 children per woman). This is the result of complex factors: pressure on living costs, priorities for career development, and changing social perceptions among urban and higher-educated populations. In this context, pet ownership is increasingly becoming a notable emotional and cultural choice among young families. At the same time, the rapid development of the urban economy, independent lifestyle and emotional factors have upgraded the position of pets in the family. Pet care has become a symbol of care, responsibility and personal value. Customers are willing to pay more to ensure the health and happiness of their little “members”. Therefore, pet food brands need to build a profound Marketing Strategy, touch the emotions and affirm their own position in the lives of consumers. Marketing Strategy Consulting in specialized industries For specialized industries such as pet food, marketing strategies cannot be mechanically applied from standard models. Brand building and launching new products requires a multi-dimensional perspective, combining emotions, data and understanding consumer behavior. SEFA Media identifies this as an opportunity for brands to not only reach customers, but also become their companion in the pet care journey. Marketing Strategy Consulting for specific industries needs to be based on an understanding of the nature of the market: from separate distribution channels, multi-layered consumer behavior, to the role of the community in forming trust. Instead of following short-term trends, brands need to clearly position themselves, build a content ecosystem, and create consistent experiences at every touchpoint. Building an emotional-based brand Pet owners are not just customers. They are people who spend their emotions, time, and money to care for a family member. Therefore, effective branding strategies must tap into the emotions that form lasting bonds. SEFA Media recommends that brands build a close brand identity system, use positive images and convey real values. Successful campaigns are often associated with educational content, sharing stories between people and pets, or specific actions towards the community. This creates a loop of goodwill: from loving the brand, to spreading and returning to consumption. How to launch a new product effectively? Launching a new product in a niche industry cannot be done solely on advertising or promotions. The pet food market requires careful preparation from product positioning, distribution channel selection to communication strategy. A new product must answer two questions: Why should consumers change their habits? And what makes them trust in the first place? SEFA Media often advises clients to start from the pre-launch stage with awareness-building activities, combined with seeding by veterinary experts, reputable breeders or cat-loving communities. The official launch stage needs to focus on the actual product experience and collect feedback quickly. The key is to create a seamless consumer journey, so that customers can easily transition from trial to trust and return to buy again. Case study: Powercat with outstanding but new products for Vietnam Powercat is a typical example of applying flexible marketing strategies in a specific industry. Despite owning high-quality products and having been proven in many international markets, this brand has not yet created a clear momentum when entering the Vietnamese market. Communication channels, distribution and recognition were all built almost from scratch, requiring a methodical and different launch plan. SEFA Media has accompanied Powercat from the very first steps to redesign the market approach roadmap based on understanding Vietnamese customers. From product positioning, brand image creation to implementation of each marketing stage, all are localized to suit domestic consumer culture. New product thinking from customer insight Powercat understands that in the pet food industry, product quality is not enough to create a competitive advantage – the decisive factor lies in understanding pet owners. From the process of researching consumer behavior in Vietnam, SEFA Media realized that potential customers increasingly tend to consider pets as family members. They are not only looking for “good enough” products but also need specialized, scientific and transparent choices about origin. From there, the product strategy was built on the deep exploitation of the insight of “wanting to take care of pets as well as yourself”. The “Three NOs” formula is communicated as a commitment to responsibility and love, helping Powercat completely differentiate itself from competitors who are competing mainly through images or promotions. This is the starting point of a marketing strategy that is not simply introducing products, but accompanying consumers on their journey of caring for their cats. Implement a real brand positioning campaign With the advice of

Vietnam’s seafood industry is witnessing a spectacular recovery with soaring export turnover, opening up many new opportunities for businesses. Modern marketing in this industry requires a flexible combination of digital transformation, in-depth content, traceability and sustainable brand positioning. Below is an expert perspective from SEFA Media analyzing the prominent trends in 2025 and suggesting Marketing strategies for the Seafood industry. What does the positive start of the first quarter of 2025 reveal for the seafood industry? Entering 2025, the Vietnamese seafood industry has had an optimistic start. In the first quarter alone, seafood export turnover reached 2.45 billion USD – an increase of 26% over the same period last year. This is a signal that the market is recovering strongly after the gloomy period of 2023 – 2024, opening up a huge space for businesses to upgrade and reposition their marketing strategies. So what does this lucky start reveal for the next 3 quarters in 2025 for the seafood industry? As a Marketing Agency, SEFA Media will predict upcoming trends, from which businesses can flexibly adjust their marketing strategies.   Opportunity to expand global market In the first quarter of 2025, Vietnam’s seafood industry recorded a strong recovery from major export markets such as the US, EU and China. This is an important opportunity for businesses to increase their international presence.  To take advantage of this opportunity, businesses need to promote marketing on global platforms such as B2B e-commerce platforms like Alibaba, and international Google Ads. In particular, multilingual SEO will be an indispensable tool to increase the ability to reach customers from potential markets. Opportunity to position premium products  The strong growth of products such as shellfish and crabs shows that consumer trends are shifting from low-cost products to high-quality, value-added items. Vietnamese seafood businesses need to focus on positioning their products as premium, emphasizing quality, origin and processing.  Marketing at this stage needs to build a strong product story, competing not only on price but also on differentiated values ​​such as sustainability, food safety and superior quality . Transparency and traceability are imperative  In a context where consumers and international partners are increasingly concerned about product quality, traceability and transparency of processing become decisive factors in purchasing decisions.  Seafood businesses need to integrate international certificates such as ASC, BAP, HACCP into their marketing strategies. In addition, creating videos illustrating the production process, combined with QR codes for traceability, will be an important tool to build trust and increase brand value. Digital transformation in Marketing is increasingly popular To maintain growth momentum in 2025, digital transformation and the application of modern marketing tools are very important. Businesses need to optimize their websites for international markets, with a clear and multilingual structure. Along with that, marketing automation (CRM, email automation, remarketing) will help businesses reach and take care of potential customers more effectively, while increasing revenue from online marketing campaigns. What to note when building a Seafood Marketing Strategy in 2025 Although 2025 opens up many positive signals for the seafood industry, to effectively take advantage of this opportunity, businesses need to build on the clear changes in customer behavior, international market demands and the increasingly strong digitalization trend. Below are important notes to help businesses orient themselves correctly, avoid wasting resources and improve campaign effectiveness. Build a brand instead of just chasing price Vietnam’s seafood industry competes mainly on price, but the market trend in 2025 is shifting towards transparency, quality and sustainability certification. Therefore, marketing strategies need to pivot to branding: emphasizing farming processes, export standards (ASC, BAP…) and environmental responsibility. This is the key to escape the race for low prices. Repositioning target customers and buying behavior The export market in 2025 is recovering strongly, especially in the US, China and the EU. However, B2B customers today are no longer passive recipients, but proactively seek out reliable partners through digital platforms. Marketing needs to reposition customers, thereby investing in channels such as multilingual websites, international B2B platforms (Alibaba, Global Sources, etc.), and country-specific SEO strategies. In-depth content is a competitive advantage For products that are difficult to visualize, such as frozen fish or raw shrimp, the production process is the “sales story”. Instead of simply running ads, businesses should focus on developing in-depth content such as processing videos, photos of farming areas, export certificates, and industry newsletters. These content assets help increase trust with partners and speed up the transaction process. Applying technology to optimize strategy Modern marketing strategies cannot lack technology support tools. Businesses need to use solutions such as CRM to manage international contacts, AI to analyze consumer trends, and marketing automation software to monitor each stage of the supply chain. Technology will be the key factor to optimize efficiency and expand the market quickly. Flexible with seasonality and policy changes The seafood industry is strongly influenced by seasonality and fluctuations in international trade policies. Therefore, marketing strategies need to be designed flexibly, with the ability to adjust to each quarter or each specific market. Proactively updating information on quarantine, technical barriers and import requirements will help businesses launch campaigns more timely and effectively. SEFA Media – Leading Agency in Marketing Strategy Consulting for the Seafood Industry The seafood industry is facing changes, great opportunities but also many challenges. With 8 years of experience and more than 6,000 practical projects, SEFA Media is confident to be a strategic partner dedicated to businesses that want to make a strong impression in the recovering market. We have a team of experts in the seafood industry, proficient in technology, understanding market behavior and good at optimizing every touchpoint on the customer journey. If you are in need of a practical, flexible and long-term effective Marketing Strategy, SEFA Media is a reliable choice. Contact SEFA Media now for advice! In the context of the constantly changing global market, having a flexible 2025 seafood marketing strategy is a prerequisite for businesses to survive and develop. Businesses that know how to take advantage of digital transformation, be flexible and join forces with

The Vietnamese agricultural industry is transforming strongly with the wave of technology and the increase in digital consumer behavior, which has posed the question: how to approach customers effectively? As an expert in the field of agricultural marketing strategy consulting, SEFA Media would like to give some advice for businesses in 2025. Vietnamese agricultural enterprises welcome many opportunities in 2025 Vietnam’s agricultural sector is in a period of breakthrough growth. With these rare opportunities, it can be seen that this is a golden time for agricultural enterprises to take advantage, rise up and affirm their position. Expanded international cooperation By 2025, Vietnam will promote cross-border agricultural cooperation, connecting not only with neighboring countries but also with high-end and demanding markets such as the EU and the US. Faced with that opportunity, businesses need to have a professional and consistent brand marketing strategy. In addition, building a clear image and communication story that is suitable for the tastes of each market also needs to be focused on. In addition, from the consumer’s perspective, an agricultural product that can affect health and the environment, clearly showing its origin, is more convincing. FDI capital flows increase sharply In the wave of FDI of more than 1.2 billion USD flowing into the agricultural sector, a strategy to highlight oneself is necessary for businesses at this time. The process of attracting investment is a silent competition and the task of businesses at this time is to demonstrate their strengths. A business with a clear profile, professional image, and articles with proven implementation will be a big plus in the eyes of investors and will be given priority consideration for cooperation. In addition, investors look for products partly because of vision, transparency and growth stories. They are very ready for products that do not have breakthrough growth but have a broad vision, clear strategy and know where they are – where they are going. And Marketing will be the bridge to tell this precious journey! Promoting organic green agriculture, climate resilience Today’s consumers do not just buy products, they also buy trust and responsibility. For them, buying goods is also a way to express personal ethics. When considering products, customers also consider the environmental and social impact of the product. It can be seen that today’s consumers are highly responsible in each of their decisions. Therefore, for businesses orienting their products towards being environmentally friendly, communicating the origin and quality is also a way to build trust and loyalty in customers. Expanded Trade Agreement Agreements such as CPTPP (Comprehensive and Progressive Agreement for Trans-Pacific Partnership), RCEP (Regional Comprehensive Economic Partnership), EVFTA (Vietnam – EU Free Trade Agreement) have removed tariff barriers, creating conditions for businesses to access more than 2 billion consumers worldwide. This is good news for agricultural businesses, but this opportunity only really comes to qualified businesses. More specifically, agricultural products must standardize technical standards such as packaging, labels, ingredients, and processes that meet international standards, or even create a difference to increase competitiveness, easily seizing this rare opportunity. Suggestions for building an agricultural marketing strategy from SEFA Media The above opportunities show that agricultural enterprises have certain advantages. If they have a methodical marketing strategy, enterprises can completely jump to a new level. The agricultural marketing strategy here ranges from identifying the right target audience, building a brand story, … to applying digital marketing tools to reach the common goals of the enterprise. Entering the international market, businesses especially need a strong enough Marketing strategy to maintain competitiveness, because Marketing will be the factor that helps build trust, convince customers and differentiate from strong international competitors. Below, SEFA Media suggests businesses some ideas for Marketing strategies suitable for the current agricultural market situation in 2025: Using product stories According to SEFA Media, for agricultural products, presenting products through stories about their origin, cultivation journey and farmers’ efforts will increase the real value of the product. In combination with that, businesses can increase the opportunity to trace the origin of products to strengthen trust, such as integrating the use of QR codes on product packaging or social media and websites. Building a digital ecosystem for agricultural products Digitalizing agriculture here is not only about using technology, but also includes digitalizing the entire production – farming – processing process, applying AI in the supply chain and logistics or using AI in Marketing and sales. Digitalization efforts are a way for businesses to accelerate to keep up with the pace of international agricultural companies. In addition, the use of digital technology in the process is also a way to allow data to be stored and managed, thereby proving the quality of production and products. Going global through international trade agreements In the context of Vietnam’s agricultural sector in 2025, exporting is not an option but a strategic move, which should be seriously considered by businesses. Considering the domestic market, purchasing power is gradually being limited by the economic recession and the domestic distribution system does not have enough profit margin for high-quality agricultural products. Looking at the international market, agreements such as EVFTA, CPTPP, RCEP are opening the door for Vietnamese agricultural products to reach large markets. Meanwhile, the demand for organic, environmentally friendly products abroad is increasing rapidly. This direction is a long journey, requiring great efforts and a smart strategy from businesses. SEFA Media accompanies agricultural enterprises in developing marketing strategies for modern agriculture The year 2025 marks a turning point for Vietnam’s agricultural sector, with many opportunities coming from within and outside the country, requiring businesses to develop a thorough strategy and approach the market intelligently. Therefore, SEFA Media provides specialized agricultural marketing strategy consulting for each business, designing a comprehensive strategy for your business – suitable for the current state of the business and the marketing environment. More specifically, SEFA Media supports businesses in analyzing problems in depth and proposing improvement solutions, from the overall marketing strategy to standardizing – digitizing processes, in each implementation activity. In addition, to help businesses easily

In the competitive digital world, capturing consumers’ attention in just a few seconds is a big challenge for every brand, especially on the short-form video platform TikTok. TikTok TopView – the most premium and effective ad format on TikTok, has emerged as a solution to help brands capture users’ minds right from the first moment. In the article below, SEFA Media will analyze how it works, its outstanding advantages, and the TikTok TopView advertising campaigns that have made a strong impression on the market! What is TikTok TopView Ads? TikTok TopView is a full-screen ad format that appears as soon as users open the TikTok app. It is the first, exclusive ad placement that is not competed with by other content – ​​a privilege only available to TopView in the entire TikTok advertising ecosystem. With a maximum duration of 60 seconds, TopView allows brands to fully convey their message in a vivid and impressive way. Users can interact by tapping on the video to go to the brand’s website, landing page or official TikTok channel. How does TikTok TopView Ads work? When users open TikTok, TopView ads automatically play in full-screen mode for 3 seconds, helping brands capture attention from the start. Without being distracted by other elements such as captions, engagement, or adjacent videos, TopView provides a seamless and focused viewing experience. After 3 seconds, the content seamlessly transitions into the feed as a native video, complete with familiar icons and interactive features. Viewers can easily interact with likes, comments, shares, brand homepages, music pages, and more – all creating a seamless and engaging experience. Why brands should choose TikTok TopView advertising TikTok, with its large young user base and fast-paced content consumption habits, poses a huge challenge for brands to attract attention. This is where TikTok TopView becomes a valuable option, opening up opportunities to reach users in a more prominent and different way than ever before. 1. Take the spotlight from the very first second In the context of users tending to “scroll quickly, watch quickly” on the TikTok platform, appearing in the first position as soon as they open the application is a huge advantage. TikTok TopView allows brands to display content in an exclusive position, not crowded by other videos in the “For You” feed, thereby creating a strong impression and the ability to attract maximum attention from viewers. Compared to other ad formats that often appear in the middle of the news feed, are easily ignored or quickly scrolled through, TopView has a separate space, making the brand visible and memorable from the first seconds. 2. Optimize brand recognition According to data from TikTok For Business, TopView ads drive up to +100% brand awareness and significantly higher average view times than other formats, thanks to the combination of top visibility, full-screen experience, and seamless storytelling in up to 60 seconds. In particular, when users are not yet “overloaded with content”, the moment they open the app is the moment when their mind is still “clean”, ready to receive new messages. This is a golden opportunity for brands to effectively mark their image, slogan, and core values ​​without having to compete too fiercely in terms of content. 3. Create emotional and creative storytelling experiences The full-screen space and longer duration make TopView a fertile ground for creative ideas, storytelling, and emotional branding. Instead of focusing solely on dry product introductions, brands can create content that incorporates cinematic colors, music, or meaningful messages, thereby creating a deeper connection with viewers. It is this seamless storytelling ability that has helped many brands transform a video ad into a memorable experience, contributing to increased brand affinity and driving organic sharing behavior on social media. 4. Increase conversion from users Unlike traditional ads that only stop at recognition, TopView Ads on TikTok are integrated with smart CTA buttons such as “Buy Now”, “Download”, “Sign Up” or “See More”. This allows users to take action immediately after viewing the ad, shortening the purchase journey and increasing the actual conversion rate. In addition, attaching a direct navigation link to the website, e-commerce store or landing page also helps brands easily measure campaign effectiveness, track user behavior and optimize performance in real time. Impressive TikTok TopView Ad campaigns Realizing that making an impression from the first seconds is a key factor in any media campaign, many global brands effectively utilize TikTok TopView Ads to tell their brand story in an impressive way. 1. Maybelline In an effort to reposition the brand image and connect more deeply with Gen Z, Maybelline Vietnam used a “blasting” strategy with TikTok TopView, combining One Day Max In-Feed Ads and Brand Premium, to capture the first vision when users open TikTok. The campaign leverages a series of vibrant music and dance videos performed by young artists such as TLinh, Naomi and YenJi, contributing to conveying the message “You are stubborn. Don’t be afraid of anything” in a lively, modern and easy-to-spread way. Thanks to careful investment in images and content, TopView videos quickly create a strong impression, boost interaction rates and attract attention from users right from the first exposure. With the impressive performance of TikTok TopView, Maybelline not only successfully amplified brand coverage, but also proved that this is an effective strategy in the journey to connect with young customers and promote sustainable revenue growth. The campaign achieved impressive numbers: Reach over 19 million users in Vietnam 31.34% increase in ad views 8.04% increase in brand favorability 141.26% increase in Preference SuperStay product line sales increased by 790% Online sales increased 32.4% year-on-year 2. CELINE With the desire to introduce the new collection to the younger generation of customers on TikTok, luxury fashion house CELINE chose TopView advertising to make a memorable first impression on viewers. Instead of the traditional approach, CELINE live-streamed the fashion show in Monaco, combined with the TopView advertising format to expand coverage and increase the level of attraction from the first seconds. The campaign consists of four meticulously staged TopView videos,

The global cosmetics industry is undergoing a period of dramatic transformation, with Social Commerce emerging as a key growth driver. As consumer behavior shifts to social media platforms, businesses are forced to reshape their sales strategies and customer experience. In this article, SEFA Media will provide a comprehensive view of trends, consumer behavior, content strategy and technology applications to effectively develop Social Commerce for cosmetics businesses. The explosion of Social Commerce in the Cosmetics Industry Social Commerce is a form of direct sales on social media platforms such as Facebook, Instagram, TikTok, where consumers can discover products, read reviews, chat with sellers, and complete transactions without leaving the app. This form is becoming a strategic sales model, especially suitable for industries that focus on visual experiences such as cosmetics and beauty. Social commerce offers consumers a more convenient and interactive shopping experience, leading to its popularity skyrocketing. It is estimated that social media sales will reach more than 17% of all online sales by 2025. In recent years, Social Commerce has emerged as a revolutionary wave in the global cosmetics industry. Social commerce now accounts for 30% of online beauty sales, up from just 10% two years ago. According to a report from Forbes, more than 50% of cosmetics industry revenue now comes from social media platforms that integrate e-commerce functions. No longer simply a support channel, social media has become a “digital commercial center” where consumers can access information, interact and make instant purchases. The shift from “search-buy” to “browse-click-buy” behavior has created a completely new consumption model. Beauty businesses have been forced to restructure the entire customer journey to accommodate seamless, intuitive experiences and instant transactions on platforms like TikTok, Instagram and Facebook. Changing markets and evolution in consumer behavior Understanding consumer behavior is the foundation for developing effective sales strategies. Research shows that Gen Z and Millennials now account for the majority of purchasing power in the cosmetics industry, with 61% of Gen Z preferring to purchase beauty products directly through social media platforms. These two groups prefer short, authentic video content, and are particularly sensitive to social media trends. Unlike previous generations, they do not actively seek out information, but are naturally drawn to outstanding, accessible, and emotionally engaging content. In this context, social commerce is an ideal sales channel and an effective platform for brand storytelling. Highly visual experiences, instant sharing capabilities, and built-in entertainment make beauty products more viral and inspiring to shop than ever before. 3 Social Commerce implementation strategies to drive conversions To build an effective Social Commerce system, businesses need to rely on the following 3 core strategies: KOL/KOC – Strategic Sales Force Trust plays a key role in cosmetics consumption behavior, and this is the strength of KOL/KOC. Unlike traditional advertising, the content produced by KOL/KOC is highly personalized, creating a sense of authenticity and closeness. When properly exploited, they are not only information spreaders but also act as direct “salespeople” through livestreams, short review videos and diverse interactive content on TikTok, Instagram Reels or Facebook Shorts. Content strategy tailored to each platform Each social media platform has its own unique user characteristics and algorithms, requiring businesses to create specialized content to optimize reach: TikTok: content needs to be short, practical, trend-driven and viral Instagram: focuses on high-quality images, artistic composition, and building an aesthetically-driven community Facebook: suitable for livestreaming to close deals, minigames and remarketing to specific customer groups Developing separate content for each channel will help increase reach, while ensuring consistency and brand identity across each touchpoint. Integrate CRM system and direct payment To effectively convert engagement to purchase, businesses need to build an integrated ecosystem between content, CRM and direct payments. Integrating the CRM system right into the Social Commerce platform helps to collect customer data instantly, serve personalized remarketing and optimize pricing policy content for each customer group. In addition, the instant payment feature helps shorten the purchasing journey, increase conversion rates and enhance the overall experience for consumers. Technology trends driving Social Commerce Technology continues to be a key driver shaping the future of Social Commerce in the cosmetics industry. New technology applications not only help businesses enhance user experience but also improve operational efficiency: Virtual try-on: helps customers experience products remotely, reducing barriers when shopping online Gamification & AI Influencer: Increase Engagement, Drive Conversions, and Improve Brand Awareness In-app checkout: helps shorten the shopping journey, increase order completion rate on platforms such as TikTok Shop, Instagram Checkout Integrating logistics and CRM: optimizing order processing, customer relationship management and building a sustainable value chain from online to offline Optimizing Omnichannel Strategy – The Foundation for Long-Term Growth To build sustainable competitive advantage, Social Commerce needs to be integrated into the overall Omnichannel strategy. Cosmetics businesses need to aim for complete synchronization between channels: website, e-commerce platform, social network, application and physical store. Omnichannel strategy not only helps improve the overall experience but also optimizes marketing effectiveness based on user behavior data collected from each touch point. Through this data, businesses can segment customers based on behavior and needs, thereby personalizing communication messages, adjusting content and prices for each target group. At the same time, this strategy also helps to effectively increase customer lifetime value (CLTV) and customer loyalty retention rates. SEFA Media – Social Commerce Strategic Partner Breaks Through Cosmetics Brands The beauty cosmetics industry is one of the strengths at SEFA Media. We have successfully implemented many Social Commerce strategies that help brands strongly convert interactions into actual sales thanks to strategic thinking, behavioral data analysis and deep understanding of how consumers make decisions in this industry. With a methodical approach, SEFA Media will accompany cosmetic brands to convert each interaction into purchasing behavior naturally, effectively and sustainably. > See more: https://sefamedia.vn/giai-phap/s-commerce/ For more information, please contact us via: Hotline: 0985 196 23 Email: Contact@sefamedia.vn Fanpage: www.facebook.com/Sefamedia.vn

In the era of consumers dominating the game, user-generated content (UGC) has become a key factor for brands to build trust and connect deeply with consumers. The year 2025 marks a strong transformation of UGC with new, more diverse and creative trends, opening up many opportunities for brands to increase coverage, interaction and improve communication effectiveness. In the article below, SEFA Media will analyze 5 outstanding UGC trends that brands cannot ignore if they want to upgrade their Marketing strategy! Overview of UGC UGC (User-generated content) is any content that is created and shared by a brand’s consumers, rather than produced by the brand itself. For consumer brands, UGC can be images, videos, social media posts, product reviews, experience sharing, or blog posts voluntarily posted by consumers after using a product or service. UGC is becoming increasingly important because it demonstrates authenticity, creating a connection between customers and brands. The Difference Between UGC and Influencer Marketing UGC is content that consumers voluntarily create and share about a product or service, without any agreement or payment from the brand. They do it because they love the product, want to share their real-life experiences, or simply want to contribute to the community. In contrast, Influencer Marketing is a form of paid collaboration between a brand and an influencer. Usually, before the campaign, the two parties will clearly agree on content, posting schedule, caption, hashtag, etc. For example, a brand can collaborate with a celebrity like Duong Domic to take advantage of the popularity of the reality TV show Anh Trai Say Hi, or work with micro-influencers who are active in related fields. In short, UGC is a natural sharing from customers, while Influencer Marketing is a form of promotion with a clear plan and cost. Both strategies bring their own value, but need to be used properly depending on the brand’s goals. Benefits of UGC for Brands In an era where customers increasingly value authenticity and real experiences, UGC has become a powerful “weapon” in brand communication strategies. Instead of glossy advertisements, today’s consumers trust more in real sharing from the community itself, and that is the core value that UGC brings. Here are some of the key benefits that UGC can bring to brands: 1. Increase brand trust and authenticity When users actively share their feelings about a product through photos, videos or articles, they indirectly endorse the quality of the product. This content is often personal, natural and easy to create empathy – something that traditional advertising can hardly achieve. UGC thus becomes a natural bridge, helping brands win the affection of new customers and maintain relationships with current customers. 2. Save costs and time on content production Instead of investing large budgets in professional content creation, brands can leverage the creativity of their users. Each customer becomes a potential “content creator”, bringing diverse and unique perspectives that brands themselves would find difficult to think of. This not only saves costs but also helps brands refresh content regularly, thanks to community resources. 3. Contribute to building reputation and recognition When consumers share positive experiences spontaneously, it is a sign that they are genuinely satisfied and willing to recommend the product to their community. Over time, the accumulated UGC becomes a valuable asset, strengthening the brand’s reputation and contributing to shaping a positive image in the minds of customers. 4. Positive impact on purchasing behavior Before buying a product, consumers often tend to refer to the experiences of previous users. A good review from a real user is often many times more convincing than a well-written advertisement. UGC helps potential buyers feel more secure, see the real value of the product and make it easier to make a purchase decision. This is the strength that helps increase conversion rates in Marketing campaigns. 5 UGC Trends to Watch in 2025 Entering 2025, user-generated content (UGC) is no longer limited to images or comments, but is increasingly innovating in form and approach. So what are the rising UGC trends that brands should embrace? 1. Real user reviews and ratings Customers leaving their feelings after using a product or service is not only an act of feedback, but also an extremely convincing form of UGC. Genuine reviews help other consumers make purchasing decisions more easily, because they trust the words of those who have experienced it more than glossy advertisements from brands. E-commerce platforms such as Shopee, Lazada or Amazon all take full advantage of this trend. 2. Branded images and videos When users share moments of using the product along with tagging the brand on social networks, they are contributing to amplifying the brand’s coverage in a natural way. This type of content is highly vivid, helping the brand create a close and memorable image in the minds of consumers. This is a form of Marketing that does not require too much budget investment but still brings significant results. 3. Brand hashtag campaign Campaigns that ask users to post under a common hashtag are becoming an effective way for brands to build community and spread their message. The campaigns group posts around a common theme, creating an interactive online space where consumers connect more closely with the brand. A prime example is the #FentyFace campaign by Fenty Beauty – Rihanna’s cosmetics brand, which sparked a strong response from the beauty community by encouraging them to share their personal makeup styles and the brand’s products. 4. Creative challenge video Challenge videos continue to be a big trend, especially on TikTok and Instagram Reels. Brands often encourage users to participate in entertaining or style-changing challenges, then re-share the videos in their own way. This is a strategy that helps spread brand image in a creative, vivid and viral way. Maybelline once made headlines with the #Maybeli Dance Challenge campaign, where TikTok users were encouraged to participate in the brand’s dance challenge. 5. Product unboxing video Unboxing videos always create excitement and curiosity because viewers can follow the entire initial experience from the moment the product

Search engine optimization (SEO) is constantly changing and evolving every year, opening up new opportunities for businesses to increase their online presence. With fierce competition on digital platforms, staying ahead of SEO trends will not only help improve traffic but also increase engagement from potential customers. Entering 2025, modern SEO strategies will focus on more than just keyword optimization, but also on user experience, content quality, and cross-platform accessibility. Join SEFA Media to discover the methods and trends you need to apply today to optimize your website and content effectively and maintain your position in the competitive online environment. Applying AI-Based SEO Tools Artificial Intelligence (AI) is ushering in a new era for SEO by providing more efficient, effective, and accurate solutions in data analysis. AI tools like ChatGPT, Google Bard, or specialized platforms like Semrush and Ahrefs help businesses identify high-performing keywords, helping content achieve better rankings on search engines. AI helps generate topic ideas based on search trends, ensuring content is always relevant and meets user needs. AI also improves readability and engagement of content through detailed editing suggestions, title optimization, or layout arrangement. Focus on the EAT principle Google increasingly prioritizes content that demonstrates Expertise, Authoritativeness, and Trustworthiness, often referred to as EAT. This is an important factor that helps websites not only achieve high rankings but also build trust with readers. To meet this criterion, businesses need to publish well-researched articles that provide accurate and in-depth information. These should be written by authors with expertise, demonstrated by publicly disclosing relevant certifications or experience. Building links from reputable websites in the industry will help strengthen the credibility of the brand. In addition, ensuring the website provides a smooth user experience is indispensable. EAT optimization is not only a trend but also a long-term strategy for businesses to affirm their position in the online market. Take advantage of video content Video is becoming one of the most effective ways to attract attention and engagement online. To optimize for effectiveness, focus on using relevant keywords in your video title, description, and tags, which will increase your visibility on both YouTube and Google. Additionally, embedding videos on your website not only makes your content more dynamic, but also improves the time spent on your site, which is an important factor in SEO. Sharing videos on social media platforms also helps to amplify your reach and drive engagement. Integrating videos into your SEO strategy is not only a trend but also an essential step to improve your online marketing effectiveness. Improve page experience with Core Web Vitals Google places a high value on page experience metrics, called Core Web Vitals, to ensure users have the best experience when visiting a website. To improve these metrics, businesses should focus on ensuring fast page load times by reducing file sizes and using content delivery networks. At the same time, optimizing your website for mobile devices helps improve the user experience in the context of increasing mobile traffic. Minimizing unexpected layout changes and improving page interactivity are also key. Additionally, tools like Google PageSpeed ​​Insights help analyze and provide solutions to improve Core Web Vitals effectively. These actions not only improve user experience but also improve website SEO rankings. Prioritize Local SEO If your business focuses on serving specific areas, local SEO is key to attracting potential customers in that area. Claim and optimize your Google My Business profile, ensuring accurate information about your address, hours of operation, and service categories. Next, use locally relevant keywords in your website content, blog posts, and meta tags to increase your chances of appearing when customers search. Adapting to Semantic Search Google’s algorithm is getting smarter in understanding user intent through semantic search technology. To adapt to this trend, businesses need to focus on creating quality content that provides complete and accurate answers to common customer queries. Using related keywords and synonyms naturally in your text will help diversify your content and make it more relevant to the search context. Businesses can organize their content with clear headings and subsections, making it easier for readers to find the information they need. These strategies not only improve your website’s visibility in search results, but also enhance the user experience, keeping users on the page longer. Invest in Link Building High-quality links have always played an important role in improving a website’s search rankings. To build a reputable link network, businesses can start by writing guest posts on reputable websites where your content has the opportunity to reach a large, quality audience. Additionally, creating valuable, useful, and shareable content will attract attention from other websites, naturally leading to backlinks. At the same time, connecting with industry leaders and influencers not only opens up opportunities for collaboration, but also helps increase the credibility of your website through links from reputable sources. These strategies will help you build a strong link base, contributing to long-term SEO effectiveness. Integrating Social Media with SEO While not a direct ranking factor, social signals play an important role in increasing Brand visibility and driving traffic to your website. To get the most out of this, share content consistently across social media platforms, ensuring that your posts reflect your brand’s values ​​and messaging. Use eye-catching images and compelling descriptions to encourage users to share your content, which will help expand your organic reach. Additionally, partnering with industry influencers provides an opportunity to reach new audiences and build brand credibility. When implemented effectively, this strategy not only increases visibility but also supports indirect SEO goals by driving traffic and engagement. Monitor and adjust strategy regularly SEO is not a one-time task, but an ongoing process that needs to be monitored and optimized. Tools like Google Analytics and Google Search Console are great tools to help you manage your SEO strategy effectively. Use them to monitor keyword rankings and traffic sources, and identify new optimization opportunities. At the same time, identify underperforming content and update it with new information, a clearer structure, or more relevant keywords. Don’t be

Nostalgia Marketing is emerging as a potential marketing strategy in the context of rapidly changing consumer behavior. According to Ipsos’ global trend report, nostalgia is one of the three key trends that will dominate the market in 2025. Brands that know how to leverage the power of memories through Nostalgia Marketing campaigns will create a strong impression and increase emotional connection with consumers. In the article below, SEFA Media will decode the appeal of Nostalgia Marketing and analyze nostalgic marketing campaigns that have been hugely successful! What is Nostalgia Marketing? Nostalgia Marketing is a marketing strategy that uses familiar elements from the past to evoke emotions and connect with customers. By incorporating memories into communication campaigns, brands not only create a sense of closeness and trust, but also refresh modern ideas with the emotional value of past experiences. The impact of nostalgia on purchase decisions and brand engagement In an increasingly competitive market where customers are easily influenced by many factors, nostalgia marketing becomes an effective tool to help brands build deep emotional relationships with consumers. The feeling of nostalgia not only brings peace of mind but also promotes loyalty and sustainable attachment to products and services. Nostalgia creates a peaceful place People are always looking for reassurance and spiritual support in the midst of difficulties and challenges. Nostalgia helps them return to good memories, creating a sense of familiarity and security. For Millennials and Gen Z, groups that often experience many changes, nostalgia has a special meaning. When brands successfully evoke these emotions, customers will feel deeply understood, thereby easily choosing and maintaining a strong relationship with the brand. Nostalgia helps build deep emotional connections Purchasing decisions are influenced by emotions as much as by reason. Brands that provide images, sounds, or symbols that evoke positive past experiences will make customers feel like they are preserving a part of their own memories when they buy the product. This connection creates a sense of sustainability and trust, helping the brand to leave a deep impression in the minds of consumers. Nostalgia connects communities through shared memories Nostalgia creates a common ground that connects people of the same generation or interests, who have experienced similar memorable moments. When brands tap into this element, they create a space for customers to interact, share and bond over shared memories. This bond helps spread the brand effectively and turns customers into voluntary ambassadors. Nostalgia Marketing campaigns that were hugely successful As consumers increasingly seek emotional connections with brands, Nostalgia Marketing has become a powerful strategy to evoke memories and positive emotions from the past. More than just recalling memories, these campaigns skillfully combine nostalgia with creativity and a deep understanding of modern consumer behavior. Here are two standout campaigns that demonstrate the power of Nostalgia Marketing to resonate and connect across time. 1. IKEA’s Better Late Than Never Campaign IKEA and its Better Late Than Never campaign are a great example of how the brand uses Nostalgia Marketing to connect emotionally with its customers. Instead of simply launching the IKEA Family loyalty program, IKEA chose to recreate social media trends that were all the rage a decade ago, such as the Harlem Shake (2013), the Mannequin Challenge (2016), and the Bottle Flip. By choosing trends that were once associated with Millennials and Gen Z, the brand evoked collective memories, creating a sense of familiarity and closeness. Through images of IKEA employees participating in these challenges, the campaign quickly evoked nostalgic emotions and created a strong spread on social networks. Instead of pursuing a serious or elaborate advertising style, IKEA chose a short, playful storytelling style that fits today’s social media consumption habits. It is the combination of nostalgia and light-hearted expression that helps the campaign create strong emotional resonance. IKEA shows that even when coming in late, a brand can still make its mark if it knows how to touch consumers’ true emotions. 2. McDonald’s 50th Anniversary Campaign To celebrate its 50th anniversary, McDonald’s has taken customers back to the 1980s with a nostalgic campaign. At its first McDonald’s in the UK, the brand has recreated the iconic 80s birthday party atmosphere: from the classic interior design, original menu boards and kitchen, to classic cartoon characters such as Hamburglar, Birdie, Mayor McCheese and Grimace. The campaign featured a promotional video that opened with a boy dancing to the hip-hop song “Know How,” quickly attracting everyone around and spreading a joyful, lively atmosphere like childhood parties at McDonald’s. In particular, the “I Had My Birthday Party at McDonald’s” collection, which includes t-shirts, bomber jackets, denim pants, accessories and toys with a nostalgic color, has helped the brand connect strongly with both older customers and the younger generation who love retro. McDonald’s then launched birthday party services with special menus such as Double Big Macs and limited edition donuts, providing a unique “celebration of memories” experience. Through this campaign, McDonald’s not only thanked its long-time customers but also affirmed its position as a pop culture icon spanning half a century. SEFA Media accompanies brands to create impressive Nostalgia Marketing campaigns Nostalgia Marketing has proven its strategic value in increasing engagement, increasing brand awareness, and creating a powerful boost to purchasing decisions. Recreating positive memories not only triggers an emotional response but also fosters customer loyalty over time. Successful campaigns by IKEA, McDonald’s, and many other global brands show that nostalgia marketing is a powerful tool to elevate brands and create sustainable competitive advantages in an increasingly competitive market. SEFA Media constantly updates and adapts to new trends, skillfully combining nostalgic marketing strategies with modern consumer behavior. Our team of experts is ready to accompany brands to design communication experiences that “hit” emotions, ensuring effective dissemination and increasing brand value. Contact SEFA Media now to start the journey to conquer customers’ hearts with inspiring memories! > See more: Exclusive Marketing Strategy Consulting Solution from SEFA Media For more information, please contact us via: Hotline: 0985 196 23 Email: Contact@sefamedia.vn Fanpage: www.facebook.com/Sefamedia.vn