The automotive market is shifting at breakneck speed, and the Lead Generation game has officially moved to the smartphone screen. More than just a means of transportation, today’s car is an extension of consumers’ digital lifestyles – an investment in connection, comfort, and seamless experiences. This new reality demands a new approach: winning customers begins at the very first digital touchpoint, where emotions are triggered, trust is built, and real value is delivered.
Market Context & Today’s Automotive Challenges
According to J.D. Power, 81% of new car buyers in Vietnam conduct online research before making a purchase. Short-form video platforms like TikTok and Reels have become the “main stage,” where buyers seek authentic information, review models, and form their initial impressions of trust.
Challenge 1: When the Smartphone Becomes the First Showroom
In the past, brick-and-mortar showrooms were the first and most influential touchpoints. But now, the journey has shifted entirely online. Cox Automotive reports that buyers spend 14 hours researching online but visit dealerships only three times before deciding.
This means customers have already shortlisted models, compared prices, and evaluated dealership reputations long before stepping into a physical showroom. The phone screen has become the first virtual showroom, where emotions, trust, and purchase decisions take shape.
Social media has erased every pricing secret. Buyers can now compare promotions, accessory bundles, and dealer discounts within minutes.
Dealerships are dragged into a profit-cutting spiral in the race to win deals — shrinking margins and fueling unhealthy price wars. The winner is no longer the cheapest seller, but the one who creates the most exclusive value.
Challenge 3: Fragmented Leads, Harder Conversions
The segmentation of potential leads
Source: Novaon Digital
Digital campaigns today generate massive lead volumes (Lead Ads, ebooks, catalogues…), but those leads come in fragmented states — cold, warm, hot, unqualified, or undecided. The true challenge isn’t generating leads, but building a unified Brand + Performance (Brandformance) engine that nurtures, qualifies, and converts efficiently.
Brandformance is now the critical success formula — combining trust-building with conversion-driven precision to maximize high-value Qualified Leads.
Breakthrough Solutions for High-Quality Lead Generation
In a digital-first buying journey, the real challenge is not lead generation — it’s lead conversion. The five solutions below focus on acquiring Qualified Leads, shortening the sales cycle, and maximizing marketing ROI.
Automotive Qualified Lead Generation Solution
Source: Novaon Digital
1. Social Commerce: Turning Social Media into a Conversion-Driven Showroom
Next-generation Social Commerce transforms social platforms from awareness channels into instant selling and lead-capturing engines, powered by immersive AR/VR experiences. Gamified interactions allow users to explore vehicles with game-like mechanics. AR filters and VR showrooms let users “test” the car right in their physical space. After completing the game/experience, users must submit their info via Native Lead Forms or Click-to-Message Ads to unlock rewards — ensuring high-intent lead capture.
2. Reinvented Livestreams: Deep Touchpoints through Real-Time Interaction
Livestreams are no longer just live ads — they’re conversion accelerators. With real-time consultation, Q&A, and conversion prompts, livestreams transform curiosity into action. Educational content (safe driving tips, car care guides, maintenance knowledge) boosts trust and enriches the brand experience.
With Chatbots and live agents integrated, brands can:
Capture insights instantly
Personalize messages
Turn every moment of interaction into growth opportunities
This is where radical transparency meets real-time data speed.
3. Community Building: Unlocking the Power of Owned Communities
Community building is a long-term inbound strategy that establishes authority within a niche. Private groups and forums become trust hubs where warm leads are nurtured through consistent, value-driven, non-commercial content. Automation plays a key role — chatbots and forms continuously collect lead data. Social Listening helps brands track key discussions, identify needs, and respond with precision.
4. Lead Magnet Strategy: Exchange Value for Trust
Lead Magnets operate on one principle: Give exceptional value to earn exceptional leads. Premium downloadable assets — market-shaping ebooks, thought-leading whitepapers, trend forecasts — attract high-intent prospects while positioning the brand not just as a seller, but as a strategic advisor.
Optimized automation: ultra-light Lead Forms/Landing Pages + instant Lead Scoring + personalized nurturing flows
This shifts the brand from product provider to trusted expert.
5. Lead Management System (LMS/CRM): Speed + Precision + Real-Time Intelligence
A Lead Management System centralizes and automates data from every channel to maximize Customer Lifetime Value with a seamless online-to-offline experience.
The breakthrough lies in real-time integration:
Leads are captured and categorized instantly
High-potential leads are prioritized automatically
Sales responds at lightning speed
Deep insights from LMS/CRM fuel hyper-personalized messaging and accurate performance measurement — turning guesswork into data-driven strategy.
In the race to win automotive customers, initial interactions are only the starting line. Novaon Digital’s Brandformance vision blends brand-building with conversion excellence to create seamless journeys — shortening the path from “discovery” to “decision.”
AR/VR Experiences: Virtual showrooms with interactive lead capture and instant conversion potential
Interactive Livestreams: Tailored by audience segment + integrated chatbots + educational sessions for stronger trust
Community Building: Long-term brand platforms that nurture loyal users and protect brand reputation
OnLead Management System: Novaon’s exclusive performance engine that unifies all data in real time and automates Lead Scoring for rapid, high-quality conversions
In the digital era, letting 70% of marketing interactions go to waste is the biggest barrier to sustainable growth. Automotive brands no longer need just performance — they need a strong Brandformance foundation that unifies customer experience and compresses the buying journey.
Novaon Digital doesn’t just deliver solutions — we deliver a proven Brandformance vision. This is the key to turning interactions into closed deals and building a loyal customer base ready for the future.
Connect with us for a customized Brandformance roadmap tailored to your business.
In today’s fast-evolving landscape where consumer behavior has become increasingly fragmented and nonlinear, Personalization is no longer just a marketing trend — it has become an essential driver of every Omnichannel Marketing strategy in the automotive industry. But as more automotive brands adopt technology to tailor messages and experiences, what kind of personalization strategy truly differentiates a brand and creates sustainable competitive advantage?
I. Consumers Expect Seamless and Personalized Omnichannel Experiences
Modern automotive shoppers move back and forth between online and offline channels, expecting a unified, consistent experience across touchpoints.
92% of car buyers research online before making a purchase decision (Think with Google, 2025).
Yet, 90% of Southeast Asian consumers still need a physical test drive to feel confident before buying, and 80% want to establish long-term relationships with dealerships for after-sales care (Deloitte, 2025).
At the same time, personalization expectations are rising. According to McKinsey, 71% of consumers expect personalized experiences, while 76% feel frustrated when brands fail to deliver them. Deloitte’s Global Automotive Study 2025 further shows that:
87% of Indian, 80% of Chinese, and 74% of Southeast Asian consumers are willing to pay more for personalized in-car services — even if that means sharing personal data.
Most consumers trust OEMs to manage vehicle and customer data responsibly, providing a solid foundation for scalable personalization strategies.
As a result, building an integrated omnichannel marketing journey has become a top strategic priority for automakers. And at the heart of that transformation lies one core principle: Personalization — creating a connected and individualized brand experience across every touchpoint.
II. How Automakers Are Deploying Personalized Omnichannel Marketing
According to McKinsey (2025), companies that lead in personalization achieve 40% faster revenue growth and 30% higher profit margins than competitors — largely because they can translate customer data into tailor-made experiences.
Leading automotive brands are approaching personalization systematically, built around two core pillars:
Personalizing content and engagement based on behavioral data
Integrating and automating the omnichannel customer journey
1. Data-Driven Personalization of Content and Interactions
The foundation of personalization lies in an organization’s ability to collect, unify, and activate customer behavioral and intent data. Moving beyond basic demographic segmentation, leading OEMs now identify “Moments of Truth” throughout the purchase journey — predicting behaviors and mapping multi-touch interactions to understand individual intent.
The next step is to turn this insight into action — transforming data into tailored experiences. Personalization today means more than adding a name to an email; it means adapting the entire brand experience to match customer behavior and buying stage, through:
Dynamic Content & Overlay Ads: Real-time website or app content that shifts based on user behavior.
AI-Driven Recommendations: Suggesting car models, configurations, or financing options aligned with user interests.
Behavioral Triggers: Activating communications based on behavioral signals — for instance, retargeting a customer who has viewed a specific model multiple times.
2. Integrated Customer Journeys – Turning Experience into a Brand Asset
The second pillar, and often the hardest, is achieving a seamless integration of customer experiences across channels.
In many organizations, online behavioral data (e.g., model views or quote requests) stays within marketing teams, while dealer data (e.g., test drive feedback, financing preferences, purchase status) rarely flows back upstream. This disconnect limits the brand’s ability to optimize campaigns and understand true performance.
Leading brands are overcoming this gap through a two-way data loop:
Marketing shares leads with behavioral context (e.g., “visited the hybrid model page three times, viewed financing offers”).
Dealers feed back interaction outcomes (“booked test drive,” “postponed purchase,” or “bought competitor model”).
Marketing then refines its messaging and timing based on these real-world responses.
III. Case Studies from Leading Automotive Brands
1. Toyota: Personalized Omnichannel Strategy Boosts Lead Conversion by 360%
Challenge: Despite attracting high and consistent website traffic, Toyota struggled to channel visitors toward Tier 2 and Tier 3 dealerships.
Their marketing tech stack lacked the capability to connect campaigns across different channels, meaning users who left the manufacturer site without visiting dealer sites were lost in the funnel.
When leads did reach dealers, attribution was unclear and dealer DMS data wasn’t being leveraged for remarketing — creating a fragmented, impersonal buying experience.
Solution: To unlock growth, Toyota restructured its marketing model — shifting from channel-based to integrated, customer-centric personalization. Partnering with Zeta Global, the company implemented an AI-driven marketing platform that:
Linked anonymous web data with known customer profiles.
Enabled personalized retargeting via email, display, and social channels to drive dealer visits.
Integrated dealer DMS and online behavioral data to pinpoint customers’ exact journey stage.
Results: Toyota achieved an 87% increase in CTR and a 360% surge in lead conversion rates. Following this success, the brand scaled the initiative into an always-on personalization strategy across markets.
2. GAC Motor: “Where Craft Meets Technology” – Driving Growth Through Automation and Personalization
Challenge: As a new entrant in the premium gasoline segment, GAC Motor faced skepticism about product quality and origin. Vietnamese consumers are highly price-sensitive yet demand premium service — while GAC’s lead management process was still manual and fragmented, resulting in lead loss and slow response times.
Solution: GAC partnered with Novaon Digital to deploy OnLead Management, an automation platform designed to centralize and accelerate lead operations.
Leads were captured in real-time from paid, owned, and social channels, consolidated into a unified MiniCRM.
The system automatically de-duplicated, scored, and assigned leads to the right sales teams.
Two-way data synchronization with CRM and Meta Conversion API enabled budget optimization and full-funnel visibility.
Results: Within the first campaign phase, GAC generated 1,667 leads, including 800 high-quality leads — leading to 89 car sales. Lead response time dropped to under 10 minutes, establishing GAC Motor’s image as a modern, customer-centric automotive brand in Vietnam.
IV. Expert Insights from Novaon Digital
Personalized Omnichannel Marketing is not just about technology — it’s about building a cohesive ecosystem where data, creativity, and customer experience converge.
To succeed, automakers should:
Design personalized messages for every stage of the customer journey, reflecting behavioral signals and emotional triggers.
Standardize data flow between marketing, sales, and dealerships to ensure feedback loops for continuous optimization.
Integrate Martech solutions like OnLead, OnMarketer, and NOVAON Chatbot to automate, personalize, and scale engagement across touchpoints.
At Novaon Digital, we combine Strategy – Creativity – Technology to help automotive brands turn insights into measurable growth. Beyond automation and lead management, we help brands craft stories and experiences that feel designed for every driver — at the right time, with the right emotion.
V. Conclusion
Personalization is redefining the competitive standard in the automotive industry — where data, creativity, and experience merge into one continuous journey. Automotive brands must act decisively in their digital transformation to harness martech and build truly Personalized Omnichannel Experiences.
When automakers and dealerships operate within a unified data ecosystem and a shared brand experience framework, they don’t just boost sales — they earn trust, loyalty, and emotional connection from every driver across the ownership lifecycle.
As user behavior rapidly shifts toward mobile platforms, the mobile-first strategy has become an inevitable direction for the banking and finance industry. This article explores how pioneering brands are leveraging technology, creativity, and user experience to transform mobile platforms into the core of the digital journey—thereby strengthening their position in the industry’s digital transformation race.
Smartphones – From Utility to the Heart of Digital Life
By 2025, the world will see nearly 5 billion smartphone users, a number expected to reach 6 billion by 2028(Backlinko, 2025). On average, each person spends about 3 hours and 45 minutes per day on their mobile device — a figure that continues to climb (Backlinko, 2025).
Smartphones have long surpassed their original purpose as communication tools; they have become the centerpiece of digital life — where users consume information, seek entertainment, shop, make payments, and manage their personal lives. This “all-in-one” behavior has made mobile phones the default touchpoint between brands and consumers.
In the banking and finance sector, customers now expect mobile experiences that are fast, seamless, and deeply personalized, mirroring the platforms they use daily. This demands that financial institutions optimize the mobile experience holistically — not only through technology, but also by designing for emotional connection and practical convenience at every interaction.
Current Trends in Smartphone Usage
Banking and Finance on the Path to Full Digital Transformation
The banking and finance industry is undergoing a profound transformation as it advances toward full digitalization. Customers are no longer tied to in-branch services or desktop transactions; instead, they are rapidly shifting toward mobile platforms. According to the American Bankers Association (2024), around 55% of customers now use mobile apps to manage their accounts (ABA, 2024).
This shift presents a major challenge for traditional banks, which must reinvent their technological infrastructure and organizational culture to meet new expectations. At the same time, the rise of fintechs and digital-native banks is intensifying competition in user experience and service speed.
Today’s users expect financial services to fit entirely “within an app” — offering the same level of convenience, personalization, and seamlessness they experience with any other digital utility in their daily lives.
Mobile-First Marketing Trends in the Banking and Finance Sector
As users increasingly migrate to mobile platforms, mobile-first marketing has become a cornerstone of the digital transformation journey for banks and financial institutions. The mobile app is no longer merely a transactional tool — it has evolved into the center of the digital journey, where technology, content, and interaction converge to create experiences that are more seamless, holistic, and personalized than ever before.
1. Mobile App Integration with Onfluencer – Employee Advocacy Marketing
Onfluencer – Employee Advocacy Marketing is a model that enables banks to transform their employees into an effective and sustainable brand communication channel. Through this platform, all activities — from campaign creation and management to performance measurement — are digitized and centralized within one unified system, allowing campaigns to be deployed quickly, transparently, and with real-time control of effectiveness.
Within a mobile-first marketing framework, Onfluencer is optimized to operate directly on the mobile app, where employees can register, receive tasks, post content, track results, and engage — all from their smartphones. This approach turns the mobile phone into a personalized communication tool, making brand advocacy more convenient, flexible, and aligned with the digital habits of modern users. By combining mobile app functionality with influencer dynamics, campaigns become more personalized, interactive, and organically viral, helping banks strengthen credibility, accelerate market penetration, and reinforce a modern, approachable brand image.
Case Study:
To naturally and consistently amplify its brand presence, Vietcombank adopted the Onfluencer – Employee Advocacy solution. When launching the next-generation VCB Digibank in June 2024, the bank aimed to reinforce its modern brand image and boost communication for its digital banking services.
To achieve this, Vietcombank partnered with Novaon Digital to deploy the Onfluencer platform, leveraging the collective influence of its employees as a credible internal communication force. The system digitized the entire campaign process — from participant management and content control to real-time performance measurement.
As a result, Vietcombank strengthened internal engagement, expanded brand culture organically, and built a modern, transparent, and sustainable internal communication model, establishing a new standard for employee-driven brand advocacy in the financial industry.
Employee Advocacy – Empowering VCB Digibank’s Growth from Within Vietcombank
2. Gamification on App
The game-mechanics approach is being widely adopted by banks to design more engaging and emotionally resonant financial experiences. Gamification helps spark user motivation, increase interaction, and encourage repeat app usage through features such as daily missions, spin-and-win games, leaderboards, reward points, and community challenges.
Users are incentivized to perform positive financial behaviors — paying bills, making deposits, investing regularly, inviting friends to install the app, or joining mini-games during special occasions. Each action is rewarded with points, badges, or prizes, creating a sense of achievement and encouraging users to return to the app more frequently.
Some banks have also integrated gamification with loyalty systems or e-wallets, allowing users to convert rewards into cash, vouchers, or shopping discounts. This approach transforms what was once a purely transactional financial app into a fun, social, and emotionally engaging experience, fostering natural virality as users share their results and rewards on social media.
Case Study:
During Tết 2022, Viettel Money faced the dual challenge of launching a new digital finance brand while inspiring optimism among users in the post-pandemic “new normal.” To address this, Novaon Digital launched the campaign “Tết An Lành – Chia Sẻ Yêu Thương” (“Peaceful New Year – Sharing Love”), using Gamification on App as the core communication strategy.
Two in-app games — “Dũng Sĩ Hổ Vàng” (“Golden Tiger Warrior”) and “Lì Xì Hổ Vàng” (“Golden Tiger Lucky Money”) — were developed directly within the Viettel Money app, allowing users to immerse themselves in the festive spirit through interactive lucky-money activities, rewards, and in-app engagement.
Combined with Influencer Marketing, the campaign amplified its message through tech and lifestyle KOLs and TikTok creators, encouraging users to download the app, play the games, and share their experiences online. The result was a lively, digital-first Tết season that connected users emotionally with the brand and strengthened Viettel Money’s positioning as a modern, people-centric digital finance platform.
Viettel Money – Gamification in the ‘Peaceful Tết, Sharing Love’ Campaign
3. Mobile Payment Integration + Chatbot Personalization
Strategic alliances in mobile payments — with e-wallets, super-apps, and e-commerce platforms — are enabling banks to expand their presence across the broader digital lifestyle ecosystem of their customers. Co-branded programs, cashback offers, and seasonal promotions allow banks to appear naturally across multiple touchpoints beyond their own apps.
At the same time, chatbots are evolving into intelligent “financial assistants”, providing instant responses and personalized recommendations tailored to each user’s age, behavior, and needs. More than just a transactional tool, the chatbot has become a personalized engagement channel, turning every conversation into a subtle marketing opportunity that strengthens the relationship between the customer and the brand.
Collectively, these mobile-first initiatives are helping banks not only achieve technological transformation but also redefine the brand experience in the digital era. Mobile has become the “living center” of the brand — a space where customers transact, interact, and build emotional connections with the bank in a seamless and natural way.
Insight from Novaon Digital Experts
The mobile-first strategy is not merely about expanding transactional channels — it represents a strategic shift in focus, enabling banks to build a truly integrated digital brand ecosystem. According to Novaon Digital, the Brand Experiencemodel, combined with the S–C–T framework (Strategy – Creative – Technology), provides a powerful foundation for effective implementation:
Strategy: Position mobile at the heart of the customer journey, ensuring all touchpoints are seamlessly connected.
Creative: Transform financial interactions into brand experiences — emotional, memorable, and distinctive.
Technology: Leverage data, AI, and personalization to enhance engagement and optimize conversions.
In synergy with the Brandformance approach, this framework empowers banks to achieve dual objectives: driving short-term business results while strengthening long-term brand equity. In the mobile era, those who succeed in crafting a consistent, emotionally resonant brand experience on mobile will take the lead in the financial sector’s digital transformation race.
In the automotive industry—where purchase decisions rarely happen instantly—social media is more than just a promotional tool; it serves as a strategic touchpoint that shapes consumer trust, emotion, and behavior. So, what are the key social media trends set to lead the automotive sector in the coming years?
Key Factors Driving the Automotive Industry’s Focus on Social Media Marketing
As the automotive industry undergoes a period of rapid transformation, the role of digital communication—especially social media—has become increasingly pivotal.
In the past, customers mainly visited showrooms to explore and make purchasing decisions. Today, however, most car-buying journeys begin on a smartphone screen. Consumers research, compare, read reviews, and even choose their preferred car brands directly on social media platforms.
According to research by Coc Coc Vehicle, advertising on social media platforms now plays a decisive role in shaping brand choice for car buyers, accounting for 46%—a 2% increase compared to 2023. Meanwhile, traditional advertising channels such as television and print media still hold significant influence at 40%. Consumers also interact with brands through various other touchpoints including auto shows, test drive events, word-of-mouth, point-of-sale (POS) promotions at dealerships, and outdoor advertising.
Within the online communication ecosystem, automotive brands are leveraging social media, search engines, and websites. Among these, social media leads with a 41% share, with video-sharing platforms like TikTok and YouTube Shorts capturing up to 32%, making them the top choice for driving attention and emotional engagement.
Notably, search engines continue to see strong growth—from 36% to 40% in 2024—ranking second among online channels and playing a crucial role during consumers’ comparison and decision-making phases. Beyond brand promotion, social media has evolved into a powerful medium for building trust, nurturing communities of car enthusiasts, and subtly driving purchase intent through interactive content, experience-driven videos, and campaigns that amplify brand values.
So how can automotive brands leverage social media in a truly strategic and effective way? Below are the emerging communication trends that brands can adopt through a fresh, innovative approach.
Communication Touchpoints in the Consumer Car-Buying Journey
Social Media Marketing Trends in the Automotive Industry
From researching information, comparing models, to the emotional connection built through a test-drive video—everything can happen long before a customer sets foot in the showroom. So how can automotive brands create influence, inspire action, and convert engagement into real customers? Below are three key social media marketing trends brands can embrace.
1. Harnessing the Power of Video – The Ultimate Tool for Attention and Emotional Connection
Video content continues to dominate in terms of reach and viewer engagement on social media. For the automotive industry, it provides the perfect opportunity to showcase products, tell brand stories, and deliver real experiences that static visuals simply cannot achieve.
You can explore video formats such as:
Test-drive experiences
Car care and maintenance tips
Showroom behind-the-scenes
Model comparison clips
After-sales service introductions
With today’s accessible AI tools, brands can easily produce videos quickly and professionally, combining creativity with efficiency to bring authentic automotive storytelling to life.
Choosing the Right Video Platform for The Marketing Strategy
2. Creating Immersive Experiences with AR/VR Videos and Gamification
Beyond traditional videos, automotive brands are increasingly embracing Augmented Reality (AR) and Virtual Reality (VR) technologies to craft vivid, personalized, and memorable customer experiences.
VR Showroom: Enables users to virtually “walk through” a digital showroom, explore both the interior and exterior of vehicles, and interact with details—without ever setting foot in a physical space.
AR Video Demo: Allows users to use their smartphones to “place” a car in their real environment—right in front of their house, in the garage, or on the street—helping them visualize how it fits into their everyday life.
In particular, Gamification Marketing is opening up a new, highly creative direction for car brands:
Virtual test-drive minigames using simulation technology
Interactive quizzes that match car models with users’ personalities
Reward systems that let users earn points and redeem real-world offers after completing challenges
These formats not only capture attention but also encourage sharing, increase engagement, and transform emotional excitement into purchase intent.
3. Driving Viral Impact through Contests and Share-to-Win Campaigns
Social media is more than a communication channel—it’s a dynamic playground where automotive brands can launch contests and share-to-win programs to spark organic reach, attract potential customers, and amplify brand visibility.
Common campaign formats include:
Interactive Mini Games: “Guess the new model – win a prize” or “Share your first test-drive experience to unlock special offers.”
Community Giveaways: Encourage users to tag friends, share posts, and comment on prompts like “What was the first car you ever drove?”
Challenges & Trend Videos: Launch TikTok or Reels challenges such as “360 Moments in Your Favorite Car” or “Drive Your Style.”
Share-to-Redeem Offers: Reward users who share posts about test-drive events or car purchases with real gifts—accessories, fuel vouchers, or car wash coupons.
Smart Implementation Tactics:
Prioritize Facebook and TikTok for their strong engagement and viral potential.
Use campaign-management and tracking tools like Onfluencer.
Create simple landing pages to convert participants into qualified leads.
Optimizing Social Media Campaigns for Lasting Brand Impact
To truly drive conversions and long-term brand value, automotive social campaigns must be built on a structured strategy that enhances the overall brand experience.
1. Align Visuals and Messaging with Brand Guidelines Each car model represents a unique brand position—dynamic, sporty, luxurious, or durable. Visuals, color palette, tone of voice, and messaging must align perfectly with brand guidelines to ensure consistency and professionalism.
2. Plan Content by Model Line and Seasonal Peaks Develop a content calendar segmented by category (SUV, sedan, EV, etc.) and key sales seasons (Lunar New Year, summer, year-end). This ensures timely campaigns that match customer demand and maintain focus.
3. Integrate Tracking and Data Analytics Leverage measurement tools such as Onfluencer, NovaonX Chatbot, or other Martech solutions to monitor post performance, ad efficiency, and user behavior after engagement. Data is the key to cost optimization and higher ROI.
4. Stay on Trend Without Losing Brand Identity Following trends boosts visibility—but with caution. Every viral piece of content should still reflect the brand’s essence, avoiding superficial or off-brand executions that dilute brand integrity.
In today’s race to build brand equity and win over customers, social media is no longer just a communication channel—it’s the starting line of the car-buying journey. To move faster and go further, automotive brands must embrace a holistic strategy that unites Strategy – Creative – Technology, delivering a seamless and memorable brand experienceacross every touchpoint.
Vietnam’s tourism is rebounding strongly, but to truly win over international visitors, brands must go beyond familiar service standards. The ‘Localized Brand Experience’ emerges as the key, where local identity is woven into every touchpoint. At voco Quang Binh Resort by IHG, General Manager Mr. Clay Clayton has brought this philosophy to life, transforming the resort into a destination that is both distinctive and memorable.
New communication trends in the hospitality industry to build trust and attract international travelers
The Current State of the Hospitality Industry for International Businesses in Vietnam
In the first five months of 2025, Vietnam’s tourism sector recorded impressive growth in the international segment, welcoming more than 9.2 million foreign visitors—up 21.3% compared to the same period in 2024. In May alone, international arrivals reached 1.53 million, a year-on-year increase of 10.5% (Dang Huy, 2025). These figures highlight not only a strong and sustainable post-pandemic recovery but also the early effectiveness of government policies on market promotion, visa facilitation, and sectoral management (Source: Tourism Information Center, 2025).
Despite these encouraging signals, particularly in the post-COVID context and amid deeper global integration, Vietnam’s international tourism still faces systemic challenges. In practice, many international hotel brands expanding their presence in Vietnam struggle to reach and retain target customer groups. The root causes lie in cultural differences, consumer behavior gaps, and limitations in localizing communication strategies. These factors not only hinder the ability to effectively tap into international markets but also weaken Vietnam’s overall competitiveness in regional and global tourism.
voco Quang Binh Resort by IHG – a premium IHG resort in Vietnam
The Challenge and the Emerging Trend – Localized Brand Experience
For many international businesses, the greatest challenge lies in balancing the consistency of a global brand identity with the need to integrate into local markets. Too often, global campaigns fall short of resonating with travelers when global messages are mechanically applied to the Vietnamese context. This is precisely why the Localized Brand Experience has emerged as an inevitable trend. It goes far beyond simply translating language or visuals—it is about weaving in cultural nuances, consumer habits, and the unique expectations of international visitors when they arrive in Vietnam.
The principle of Localized Brand Experience is clear: globalizing service standards—quality, operations, and convenience—is essential to safeguard brand reputation. Yet it is the localization of messaging and delivery that unlocks true differentiation. More than an add-on, this is a long-term communication strategy that enables international businesses to build trust, foster emotional connection, and genuinely win the hearts of customers in Vietnam.
Mr. Clay Clayton, Cluster General Manager of voco Quang Binh Resort by IHG, has been quick to embrace this shift and craft a distinctive marketing strategy for the property. Rather than positioning voco Quang Binh merely as a place to stay, the resort has thoughtfully infused local cultural essence into every service experience. This seamless integration has helped the brand stand out, becoming a memorable choice for both international travelers and domestic guests alike.
Mr. Clay Clayton – General Manager of voco Quang Binh Resort by IHG
Brand Experience (BX) Expert is a special series by Novaon Digital in collaboration with brand experts, offering practical insights and modern strategies to build stronger, more meaningful connections with customers.
Q: Mr. Clayton, with the vision that “a resort is not just a place to stay, but a destination in itself”, could you share how voco Quang Binh Resort by IHG brings this philosophy to life through brand experience and local identity?
Clay Clayton: True to that philosophy, at voco Quang Binh Resort we see ourselves as more than just a place of accommodation—we aim to be a destination that delivers a complete experience. voco is an international brand with a personality that is playful, distinctive, and attentive, and we bring that spirit into every detail of our service.
What sets voco Quang Binh Resort apart is the balance we create between international standards and the unique local touch of Quang Binh. Guests can experience the local culture through cuisine, architectural design, and activities deeply connected with nature and the community. This ensures that every stay is not only about relaxation but also a journey of discovery and connection.
Our goal is to become a true destination—where guests find comfort, joy, and unforgettable memories through diverse offerings: from dining experiences and luxury spa treatments to the outdoor pool, recreational activities, and the beautiful beach, all delivered in line with voco’s global brand spirit.
The Retreat Space at voco Quang Binh Resort
Q: How has voco Quang Binh Resort leveraged this advantage to build trust and attract international guests through IHG’s global ecosystem?
Clay Clayton: We take pride in being both the very first voco resort in the world and the first international resort in Quang Binh. This pioneering position gives us a unique foundation to differentiate ourselves and earn the trust of international travelers—guests who seek fresh experiences while still expecting global standards.
We fully maximize the power of IHG’s ecosystem, particularly through the IHG One Rewards loyalty program with tens of millions of members worldwide, along with IHG’s international sales network that spans key markets. This enables us not only to reach a diverse base of travelers but also to elevate our positioning as a rising destination and foster long-term loyalty, even after guests have left.
By combining our pioneering status with IHG’s global strength, we believe voco Quang Binh Resort will stand out as a trusted and distinctive destination on the journey of discovering Vietnam.
Mr. Clay Clayton with the resort team
Localized Brand Experience plays a pivotal role in personalizing the customer journey
It is not simply about “adding local cultural elements” into services, but about redesigning the entire brand experience. By harmonizing international operational standards with local spirit, brands are able to maintain global consistency while at the same time offering familiarity and distinction at each destination.
Local communication is the key to personalization, as international travelers coming to Vietnam are not only looking for premium accommodations but also seeking to connect with local culture and people. Through language, imagery, and storytelling embedded in local context, brands can create a sense of belonging that encourages customers to engage with services as part of their own journey of discovery. To succeed, such strategies must combine Brand Experience with Strategy, Creative, and Technology in order to deliver a complete and resonant experience.
Ultimately, Localized Brand Experience underscores the close synergy between local identity and global positioning. Local values bring uniqueness and differentiation, while global messaging ensures consistency and credibility. When the two are seamlessly woven together, brands not only gain the trust of international travelers but also affirm a long-term communication strategy: globalizing the experience while localizing the message.
Mr. Clay Clayton underscores the importance of localized communication
Q: In your view, Localized Brand Experience is playing an increasingly pivotal role in personalizing the customer journey. How has voco Quang Binh Resort managed to stay true to voco’s international spirit while authentically connecting with the local culture and community?
Clay Clayton: The voco brand is defined by its personality—Playful, Charismatic, and Thoughtful—along with its core values of “Come on in,” “Me time,” and “voco life.” These are seamlessly woven into the guest experience at our resort. Every visitor feels the warmth of “Come on in” from the very first moment, whether through a local Quang Binh delicacy served on arrival or the welcoming smile of our staff.
The essence of Quang Binh culture is reflected in every aspect of the resort experience—from savoring local cuisine creatively reimagined with international flair, to architectural design inspired by the region’s pristine nature and its spectacular cave heritage. Beyond that, we curate activities that connect guests with the land and its people, such as immersive tours with fishermen, visits to traditional craft villages, and programs that support marine conservation. In this way, each stay goes beyond relaxation to become a cultural journey, deepening bonds with the local community.
We also place special emphasis on engaging modern young travelers—those who are eager for authentic and unique experiences. For them, voco Quang Binh Resort is not just a resort but a destination where they can enjoy international service standards while discovering and connecting with local culture in their own way.
Mr. Clay Clayton shares insights on the Quang Binh cultural experience at the resort
Communication Strategies that Bridge Local Identity with Global Brand Power
According to experts at Novaon Digital, in order to build a bridge between local identity and the strength of a global brand, hospitality businesses are adopting a range of creative communication strategies. Among the most prominent are the localization of both customer experiences and brand messaging.
a. Storytelling Campaign: “People of the Place” This approach places local people at the heart of the brand narrative. Artisans, fishermen, or local chefs are introduced as “cultural ambassadors,” bringing authenticity and relatability to the hospitality experience. In doing so, the brand does not simply “talk about the place” but speaks with the voice of its people.
b. Localized Experience Content: “A Day in…” Campaigns such as “A Day in Quang Binh” are crafted to help travelers imagine and feel a complete journey: starting the morning with local coffee, exploring caves at noon, and ending the evening with relaxation at the resort. This storytelling format gives guests the sense of truly embarking on a discovery rather than just watching an advertisement.
c. Social Media Activation with Local Influencers Instead of relying on international influencers, brands collaborate with domestic KOLs who can tell local stories in a style and language that resonate naturally with customers. This approach enhances credibility while rooting the brand more deeply in local culture and consumer trends.
d. Embedding Local Visuals, Language, and Stories across Channels From websites, social media, and brochures to resort design and décor, local imagery, cultural symbols, and language are consistently integrated across every touchpoint. This ensures brand consistency while giving international guests the impression of engaging with a brand that feels authentically local rather than a generic global product.
e. Integrating Local Festivals into PR and Communications By participating in or supporting cultural festivals, arts events, sports activities, or community initiatives, brands blend naturally into local life. Such involvement not only expands media exposure but also demonstrates a genuine commitment to the community, reinforcing long-term trust.
These strategies illustrate how brands can flexibly blend global attributes with local authenticity. However, sustainable success requires a clear distinction between localized messaging and globalized campaigns—two layers of communication that may appear similar but are fundamentally different.
Localized Messaging focuses on adapting language, visuals, and storytelling to reflect cultural nuances, psychology, and consumer behavior in a specific market. For instance, using local symbols or integrating cultural experiences creates emotional resonance.
Globalized Campaigns, by contrast, are designed for consistent application across markets, emphasizing the universal strengths of a brand—such as convenience, international standards, or sustainability—ensuring recognition and alignment on a global scale.
The essential difference lies in the emotional emphasis: localized messaging allows brands to touch the hearts of local customers, while globalized campaigns ensure consistency and reinforce the credibility of a brand worldwide.
Communication Strategies that Bridge Local Identity with Global Branding
Q: With the philosophy of placing people and local culture at the ‘heart of the brand,’ could you share how voco Quang Binh Resort has conveyed these values—from creating a happy workplace and honoring local labor, to community partnerships and green initiatives—across every touchpoint with customers?
Clay Clayton: At voco Quang Binh Resort, everything begins with people. Each of our employees takes pride and joy in being part of the voco family. With our heart rooted in Quang Binh, we place special value on local talent by providing training and skill development programs that empower them to meet international standards while also opening pathways to sustainable careers in the future.
Our commitment, however, extends far beyond the resort grounds. Guided by a philosophy of responsible tourism, we work closely with the community to design unique experiential tours that celebrate local heritage and natural landscapes. We also pursue green initiatives such as reducing plastic waste, using energy efficiently, and prioritizing partnerships with local suppliers. In the short time since opening, we have visited and donated to a local school for children with disabilities, organized blood donation drives for the provincial hospital, and raised funds and gifts for the SOS Children’s Village.
Looking ahead, our vision is for voco Quang Binh Resort to be more than just a destination for relaxation. We aspire to be a driving force that elevates premium tourism, supports the local economy, and highlights Quang Binh’s potential on the international map. Every story we tell through our communications is rooted in real people and real actions, ensuring that the brand not only inspires but also spreads sustainable values to travelers around the world.
The Impact and Value of Localized Communication in Reinforcing Global Brand Equity
By weaving local cultural identity into global brand messaging, hotels and resorts have been able to craft brand stories that are both emotional and distinctive. Campaigns highlighting local people, cuisine, and nature not only amplify brand messages but also allow international guests to truly feel the uniqueness of each destination. This ensures that the brand stands out rather than blending in among the many international resorts in Vietnam.
Localized communication strategies have received highly positive feedback. Domestic guests appreciate the respect and celebration of local culture, while international travelers find their stays more authentic and memorable—going beyond what they typically expect from an international resort. On social media, the involvement of KOLs and customers has generated strong ripple effects, boosting positive conversations and increasing brand awareness.
The successful combination of global messaging and localized experiences also strengthens the positioning of hotels as brands that embody both international standards and local authenticity. In the long run, this strategy not only enhances brand visibility in global markets but also nurtures customer loyalty—encouraging guests to return to continue discovering more of the local value. This becomes a sustainable foundation for hotels to expand and grow in Vietnam as well as across the region.
According to Mr. Clay Clayton, local identity is what creates true differentiation
Q: After implementation, how would you evaluate the effectiveness of the localized communication strategy?
Clay Clayton: After putting the localized communication strategy into practice, the differences became clear on multiple fronts. Our brand stories began to resonate more deeply with international travelers, creating emotional connections that linger long after their stay. At the same time, domestic guests expressed genuine appreciation for the way we honor and celebrate local cultural values. The localized campaigns, carried out in partnership with Novaon Digital, not only strengthened brand awareness and generated strong traction across social media but also positioned the resort as a true destination—one rich in identity, culture, and unforgettable moments.
Q: In your opinion, what is the greatest value for businesses that successfully deliver a Localized Brand Experience?
Clay Clayton: I believe the greatest value lies in building trust and loyalty with customers. When international guests feel that their experiences are personalized, authentically connected to local culture, and still meet global standards, they are inspired to return again and again, forging a lasting bond with the brand.
This goes far beyond the short-term benefits of a single marketing campaign—it becomes the foundation for sustainable growth. With the support of Novaon Digital, we have shown that the Localized Brand Experience is not just a communication concept but a long-term strategy that reinforces voco’s global promise right here in the local market. We are confident that voco Quang Binh Resort by IHG has become a leading choice for workplace culture in the hospitality sector—where local employees can learn, grow, and thrive in their careers.
In an industry where tourism, hospitality, and real estate are becoming increasingly competitive, building a holistic Brand Experience can no longer be limited to services or products. It requires the integration of Strategy, Creative, and Technology. Novaon Digital, with its expertise in consulting and delivering integrated communication solutions, has been a trusted partner in helping brands create differentiated experiences that bridge global values with local identity. The Localized Brand Experience not only enables brands to touch the hearts of customers but also paves the way for sustainable growth, affirming their position in the international market starting from right here in Vietnam.
I. The Automotive Market Landscape at the Turning Point of Digital Communication
In the first half of 2025, Vietnam’s automobile market reached approximately 254,293 units sold, marking a 42% increase compared to the same period in 2024 (VnExpress, 2025). Yet this momentum quickly lost steam entering the third quarter: in August alone, sales of VAMA members dropped by 18% from the previous month, while the overall market — including VinFast and Hyundai — also declined by around 13% (Báo Tin Tức, 2025). Although full-year forecasts suggest sales could reach 500,000 vehicles, with optimistic scenarios projecting as high as 800,000–900,000 (Vietnam Briefing, 2025), underlying uncertainties are reshaping how customers approach car ownership.
Today, many consumers are delaying purchase decisions, particularly in major cities such as Hanoi where low-emission zones are about to be introduced. Concerns about investing in internal combustion engine vehicles under stricter environmental regulations, combined with consumer loan interest rates that remain relatively high, are making buyers more cautious when considering such a significant financial commitment.
As a result, the customer journey has become more complex and fragmented than ever. Shoppers now actively research across multiple channels, compare information online and offline, and expect seamless, personalized experiences. This shift demands that automotive brands build integrated marketing strategies, leverage digital technologies, and optimize every touchpoint along the journey.
In such a fiercely competitive landscape, digital communication and omnichannel strategies are no longer optional — they are decisive factors that enable brands not only to strengthen awareness but also to deliver superior customer experiences, drive conversions, and build long-term loyalty.
II. Omnichannel Marketing in the Automotive Industry: A Comprehensive Strategy to Build Brand Experience
1. The Evolution of Omnichannel Marketing Strategy
Traditional omnichannel strategies focused on synchronizing basic channels such as websites, email, and showrooms. However, the customer experience was often fragmented and lacked personalization. Customers received information at individual touchpoints without a cohesive journey.
Modern omnichannel, on the other hand, integrates new technologies to optimize the customer journey from online to offline. Consumers enjoy a seamless, personalized experience with consistent information across all channels—from product research and test drive bookings to after-sales services. This key difference is what drives superior marketing performance in the automotive industry today.
2. Implementing Omnichannel with Brand Experience and the Strategy – Creative – Technology Model
Omnichannel today is not just about being present on multiple platforms, but about creating a cohesive brand experience throughout the customer journey. Brand Experience ensures that customers perceive the brand’s value and message consistently across all touchpoints—from online product research and showroom visits to offline events and digital interactions. This consistency helps build brand recall, emotional engagement, and long-term trust.
Alongside Brand Experience, the Strategy – Creative – Technology model is applied to optimize the entire customer journey. Strategies are developed based on data and behavioral analysis to select the right channels and design personalized experiences. Content and messaging are creatively developed to align with Brand Experience, ensuring consistency at every touchpoint. Technology is used to connect channels, manage customer data, and measure campaign performance—enabling continuous experience optimization.
When Brand Experience and the Strategy – Creative – Technology model are implemented simultaneously, Omnichannel becomes a holistic, seamless, and emotionally resonant experience. Customers not only receive information but also develop a strong connection with the brand, creating a sustainable competitive advantage and improving both conversion rates and customer retention.
3. Multi-Channel Omnichannel Deployment: Creative Integration of Online and Offline
As competition intensifies in the automotive industry, customers are not only interested in products but also expect a seamless experience throughout their car-buying journey. Multi-channel omnichannel implementation enables brands to reach customers at various touchpoints by combining digital platforms with physical experiences. Through the creative integration of online and offline activities, customers can move smoothly from information discovery and test drive bookings to product interaction and after-sales support—while also enhancing brand awareness and recall. Below are some typical activities categorized by type:
Online activities:
Website and Landing Page: Provide detailed information about car models, promotional campaigns, allow online test drive bookings, and offer personalized consultation support.
Social Media & Livestreams: Engage directly with customers through posts, vehicle introduction videos, livestreamed car launches, and live Q&A sessions.
Employee Advocacy: Encourage staff to share experiences, product information, and events on personal social media to increase credibility and trust with customers.
Offline activities:
Showroom and Real-life Test Drives: Allow customers to test drive vehicles, experience the product firsthand, and interact directly with consultants.
Offline Events / Roadshows: Organize new car launch events and test drive experiences at central locations to boost emotional connection with customers.
Outdoor Advertising (OOH / FOOH): Billboards and LED screens in city centers, airports, and bus stations enhance brand visibility and reinforce product awareness.
This multi-channel deployment is also optimized through the Strategy – Creative – Technology model and aligned with Brand Experience. Each touchpoint, whether online or offline, is designed to deliver a seamless and consistent experience, enabling customers to perceive brand value throughout every stage of their buying journey. As a result, Omnichannel not only enhances customer experience but also creates a sustainable competitive edge for automotive brands.
III. Challenges and Solutions in Implementing Omnichannel in the Automotive Industry
One of the major challenges in implementing Omnichannel in the automotive industry is the lack of data synchronization between departments. Marketing, sales, and showrooms often do not share data effectively, leading to an inconsistent customer experience. Customers may receive different information depending on the channel they engage with—whether it’s the website, social media, or direct experience at the showroom—which reduces conversion efficiency and weakens customer loyalty.
In addition, many businesses face difficulties due to limited technological capabilities and implementation resources. Operating tools such as CRM systems, customer data analytics, and multi-channel campaign management requires a high level of expertise. Without a professional team or the right implementation partner, it becomes difficult for brands to optimize the customer experience and sustain the effectiveness of the Omnichannel strategy.
Another challenge lies in investment costs and the need to change existing workflows. Implementing Omnichannel not only requires investment in technology but also staff training and operational process transformation. These factors can become barriers for brands that are not fully prepared for comprehensive transformation, thereby slowing down deployment progress.
Finally, measuring and optimizing strategic effectiveness is also a critical issue. When operating across multiple channels, businesses often struggle to continuously monitor, evaluate, and improve performance. Without a structured measurement system, strategic adjustments may lack accuracy—negatively impacting the customer experience and business results.
Conclusion: To overcome these challenges, automotive brands need to partner with agencies that have proven experience and strong capabilities in both technology and strategy. Novaon Digital provides a comprehensive solution—from data management and technology deployment to multi-channel optimization—helping brands enhance customer experience, increase conversion rates, and build a seamless customer journey.
IV. Featured Case Study: When Omnichannel Drives Breakthroughs for Automotive Brands
1. Omoda & Jaecoo Brand Context: Omoda & Jaecoo are two newly launched car brands in Vietnam under the Chery Group, targeting mass-market customers with practical and modern vehicle lines. Despite having advantages in design, technology, and after-sales services, these brands still need to build a strong brand image and gain consumer trust. Additionally, they must overcome psychological barriers related to brand origin, market competition, and conservative consumer habits.
Novaon Digital’s Solution: Novaon Digital implemented a comprehensive Omnichannel strategy, integrating both digital and offline solutions to optimize customer experience. Activities included multi-platform livestreams, performance marketing on social channels like TikTok, Facebook, and Zalo, along with interactive campaigns both online and offline. In parallel, customer data systems were managed and distributed to the sales team to enhance interaction and customer care.
Results: The strategy helped Omoda & Jaecoo increase brand awareness, establish a seamless connection between customers and the brand, and improve both engagement and conversion rates—while ensuring customer data privacy. The overall goal was to optimize the end-to-end experience and lay a trustworthy foundation for the brand in the Vietnamese market.
GAC Motor
2. GAC Motor
Brand Context: GAC Motor is a Chinese automotive brand currently in the phase of entering and expanding in the Vietnamese market. The brand offers high-end vehicles, including billion-VND models, targeting customers with high expectations for product quality, after-sales service, and brand reliability. Amid intense competition and a consumer base that is both price-sensitive and demanding in terms of experience, GAC Motor needs to establish a trustworthy brand image and create clear market differentiation.
Novaon Digital’s Solution: Novaon Digital has accompanied GAC from the very beginning, providing strategic consulting and deploying a comprehensive Omnichannel solution. Activities included customer data management through the OnLead platform, multi-channel advertising, optimization of social media and digital ad interactions, and consistent customer care throughout the buying journey. The strategy integrates Brand Experience with the Strategy – Creative – Technology model to ensure a unified, personalized, and performance-optimized experience from online to offline.
Results: The strategy enabled GAC Motor to build a trustworthy brand image, enhance awareness and customer confidence, and optimize the vehicle purchase journey. Engagement and conversion metrics demonstrated positive outcomes, while detailed information on sales and customer data remains confidential.
Omoda & Jaecoo
V. Expert Insights from Novaon Digital
Omnichannel is no longer just a trend — it has become an essential requirement in the automotive industry in Vietnam. In a competitive market where customer behavior is rapidly evolving, brands need more than just multi-channel presence; they must deliver seamless, personalized, and emotionally engaging experiences.
According to experts at Novaon Digital, effective Omnichannel implementation requires the simultaneous integration of Brand Experience and the Strategy – Creative – Technology model. This approach enables the optimization of customer experience across the entire journey — from strategic planning and content creation to technology operations at every touchpoint — ensuring consistent brand messaging and improved conversion performance.
Novaon Digital is a pioneer in implementing Omnichannel solutions for the automotive sector in Vietnam, with practical experience from projects such as Omoda & Jaecoo and GAC Motor. With a comprehensive technology ecosystem, a team of strategic consultants, and deep implementation capabilities, Novaon empowers brands to build seamless customer journeys, enhance brand awareness and trust, and drive sustainable growth in the digital age.
In an increasingly competitive automotive market, a brand can only truly break through when the customer journey is seamlessly connected—from the first digital touchpoint to the in-showroom experience. Recognizing this trend, Novaon Digital officially introduces the “Brand Experience Automotive” report, offering a comprehensive overview of the market, an in-depth analysis of consumer behavior, and strategic recommendations to help businesses build a unified and consistent journey for their customers.
1. The Automotive Landscape: Slow Growth, Fierce Competition, Fragmented Experiences The global automotive industry enters 2025 amid significant turbulence. Growth is projected at only 1.6%, reflecting pressures from rising raw material costs, market saturation, and broader macroeconomic uncertainties. In Vietnam, the rapid rise of Chinese car brands—leveraging competitive pricing and strong localization strategies—has intensified competition, forcing traditional manufacturers to constantly innovate in order to retain market share. At the same time, Hanoi’s policy to prioritize electric vehicles from 2026 is accelerating the green transition, adding further pressure on brands that are slow to adapt.
Consumer behavior is also shifting rapidly. Skepticism about electric vehicles persists—from concerns over battery life and charging infrastructure to operating costs—while after-sales services continue to fall short of expectations, weakening brand loyalty. Statistics reveal that the proportion of consumers willing to switch brands has surged from 35% in 2024 to 76% in 2025. This underscores the reality that the current automotive customer journey still contains major gaps and lacks the cohesion needed to build lasting brand attachment.
Automotive Market Overview
2. A Strategic Guide for Emerging Trends: Integrating Digital and Showroom into a Unified Journey Against a backdrop of mounting challenges, a key question emerges: how can automotive brands foster long-term customer loyalty rather than relying solely on short-term transactions? Responding to this need, Novaon Digital has developed the “Brand Experience Automotive 2025–2026” report, offering a new approach to redefining the customer journey through a seamless integration of digital and showroom experiences.
The “Brand Experience Automotive 2025–2026” report is a comprehensive resource dedicated to addressing the customer experience challenges in the automotive industry. It goes beyond presenting market data or listing trends, instead highlighting critical shifts: from the fierce competition posed by Chinese manufacturers and the surge of electric vehicles supported by green mobility policies, to the evolving consumer mindset marked by diminishing brand loyalty. These insights reveal that the greatest challenge lies not merely in product or pricing, but in crafting a truly cohesive customer journey.
The report also underscores the contrast between two approaches. In the traditional model, digital and showroom channels operate in isolation: online platforms serve mainly promotional purposes, while showrooms focus primarily on closing sales. This fragmented structure emphasizes short-term results and struggles to deliver long-term brand value. In contrast, the new model proposed in the report—Brand Experience—integrates Strategy, Creative, and Technology.
In this framework, digital becomes the catalyst for awareness, the showroom validates and deepens the experience, and technology serves as the connector that integrates data and sustains post-purchase relationships. This foundation enables brands to achieve immediate business results while building stronger, enduring bonds with customers. To explore the full contrast between traditional practices and the Brand Experience model powered by Strategy, Creative, and Technology, we invite you to read and register for the “Brand Experience Automotive 2025–2026” report.
Applying Brand Experience in Automotive
3. Conclusion The “Brand Experience Automotive 2025–2026” report is more than a research study; it serves as a strategic compass for automotive brands in a new era of competition. By unifying the customer journey from online to showroom through the triad of Strategy – Creative – Technology, the report offers a pathway for businesses to achieve immediate commercial outcomes while reinforcing long-term brand equity.
Developed by Novaon Digital’s experts, the report delivers a comprehensive overview of the automotive market, analyzes consumer behavior, and highlights the gap between a fragmented traditional approach and a seamless Brand Experience model. Building on this foundation, the report emphasizes a new framework driven by Strategy – Creative – Technology, enabling brands to synchronize the entire customer journey and transform disconnected interactions into a unified experience from digital to showroom. This report is designed to help automotive businesses not only survive but also break through in the 2025–2026 period.
Sign up now to explore the complete “Brand Experience Automotive 2025–2026” report here.
More and more banks are developing applications with the goal of becoming a Super App – a place where users can both conduct financial transactions and enjoy lifestyle utilities. However, in reality, most new apps focus on features without being widely communicated to reach customers. So how can financial institutions effectively reach the majority of their target audience?
I. The Digitalization Wave is Changing the Rules of the Finance – Banking Game
The widespread use of smartphones, fast internet speeds, and the cashless payment trend have created a strong wave of digitalization, fundamentally changing how users access financial services. Previously, banks had the advantage of extensive branch networks. Today, that advantage is gradually being replaced by digital platforms that can reach customers at every moment of their daily lives. Users are no longer satisfied with apps that only handle basic transactions; they want seamless experiences where finance, shopping, entertainment, travel, and education all converge in a single app.
Meanwhile, new competitors such as e-wallets, fintech companies, and Big Tech players have quickly embraced this trend with rich ecosystems that tie into everyday life. MoMo has become a popular e-wallet with a wide range of integrated services; Grab has expanded from ride-hailing to payments and financial services; Shopee connects e-commerce with ShopeePay. These breakthroughs have blurred the lines between banks and tech platforms, forcing banks to change. In this new context, developing a Super App is not just a choice but an inevitable path for banks to reaffirm their central role in customers’ digital lives.
The Digitalization Wave is Changing the Rules of the Finance – Banking Game
II. Financial Institutions in the Digital Age: Breakthrough Opportunity or Fierce Competition?
The rapid development of digital technology enables banks to enhance their competitiveness. Mobile apps have become a key channel for transactions and customer care, allowing banks to directly reach and continuously engage users. Big data and artificial intelligence allow behavior analysis, product personalization, ecosystem expansion, and revenue diversification. This is an opportunity for banks to transition from pure financial service providers to platform models while reinforcing their position in the digital economy.
However, opportunities come with many challenges. Users now have more alternatives from e-wallets, fintech, and tech platforms, making customer retention harder. Developing a banking app requires significant investment in technology, security infrastructure, and user experience. Meanwhile, app communication activities in Vietnam remain limited, not yet generating broad recognition and engagement. This makes the race to build a Super App both a breakthrough opportunity and a harsh test of each bank’s management capacity and communication strategy.
III. Decoding the Communication Strategy for Super Apps
Communicating for banking apps has its own unique characteristics, unlike traditional financial products. Users do not stick with an app just because it has many features but because of its convenience and familiarity in their daily lives. Therefore, for a Super App to truly connect with users, banks need a holistic approach that ensures presence in the digital environment while also creating real-life experiences tied to users’ needs.
Influencer Marketing One key solution to bring banking apps closer to young users is collaborating with influencers. Through KOLs or micro-influencers in fields like lifestyle, personal finance, music, and entertainment, banks can convey messages naturally and accessibly. This form of communication creates strong viral effects on social media, helping users become curious and more willing to try the app.
Event Sponsorship Sponsoring cultural, music, or sports events is an effective communication channel to increase app visibility. When banks integrate their apps into real-life experiences – such as ticket purchases, check-ins, or event-based rewards – users not only receive promotional messages but are also encouraged to use the app immediately. This helps the app become part of users’ daily activities rather than just a financial tool.
Employee Advocacy These three solutions demonstrate that communication for banking Super Apps must follow an integrated approach, combining multiple touchpoints for optimal effectiveness. Influencers bring wide reach, event sponsorship offers real-world experience, and employee advocacy builds direct trust with customers. When applied together, these solutions not only drive app downloads but, more importantly, foster sustainable usage habits.
Decoding the Communication Strategy for Super Apps
IV. Vietnamese Banks Entering the Super App Race
1. Vietcombank – VCB Digibank: Internal Advocacy Amplifies Brand Reach In 2024, Vietcombank launched a new version of VCB Digibank – its largest update since 2020 – with numerous improvements in interface, utility, and user experience. Facing fierce competition and shifting digital consumption habits, the bank chose an Employee Advocacy strategy to amplify its brand through its workforce.
The campaign, implemented by Novaon Digital, involved nearly 3,000 employees and generated over 3,000 social media posts, attracting 1.2 million interactions in just 1.5 months. This solution allowed Vietcombank to maximize internal resources while maintaining real-time monitoring and strict data security standards. As a result, VCB Digibank quickly increased brand awareness and reached users in a more personal and trustworthy way.
Vietcombank – VCB Digibank
2. VIB – MyVIB App: Combining Concert Sponsorship and Employee Advocacy To encourage users to try the MyVIB app, VIB implemented a multifaceted communication strategy, notably sponsoring concerts and music events to reach younger audiences. The app was directly integrated into the event journey – from ticket purchase and check-in to receiving promotions – turning entertainment activities into natural brand touchpoints.
Simultaneously, VIB and Novaon Digital rolled out an Employee Advocacy campaign. Thousands of staff and agents became “internal KOCs,” spreading standardized content across social platforms. Powered by AI systems for real-time operation and measurement, the campaign achieved impressive results: brand recognition soared, new customer sign-ups increased, and communication costs were optimized. Employee Advocacy helped VIB reinforce brand trust, as internal voices are often seen as credible sources by customers.
VIB – My VIB
V. Insights from Novaon Digital Experts
From Novaon Digital’s perspective, the development of Super Apps in the banking sector depends not only on technological capacity but also on a long-term communication and marketing strategy. To make an app a daily habit and maintain competitive positioning, banks must treat their app as a living brand, built on consistent user experiences and clear messaging.
In this journey, the SCT (Strategy – Creative – Technology) model plays a guiding role. A sound strategy helps banks shape communication plans across different stages. Creative content and messaging make the app more relatable, engaging, and distinctive in users’ eyes. Technology, especially solutions like AI chatbots, ensures ongoing interaction, enhanced experiences, and operational efficiency. When these three elements work in harmony, the Super App has the potential for sustainable growth, rather than remaining just a transactional tool.
At the same time, applying the Brandformance method balances brand-building goals with business efficiency. While brand communication builds awareness and trust, performance activities drive downloads, user acquisition, and cost optimization. When deployed cohesively, these elements create a synergistic effect: maintaining app presence in customers’ minds while delivering tangible business results.
According to Novaon Digital, the future of banking Super Apps in Vietnam relies on a consistent communication strategy, creative content, enabling technology, and a balanced approach between branding and performance. This is why banks need an experienced agency partner to ensure their app is not only functional but also becomes a living brand in users’ digital lives.
As consumer behavior rapidly evolves under the impact of digitalization, the automotive industry is being forced to reinvent how it engages with customers—not just through its products, but through storytelling as well. Influencer Marketing & Omnichannel are emerging as a powerful strategic combination that helps brands inspire while ensuring a seamless experience across all touchpoints. This article dives deep into how this integration works in the automotive sector, analyzing market context, benefits, challenges, and standout case studies.
I. The Current Landscape of Automotive Communication in the Digital Age
The automotive industry is undergoing a major transformation, with communication no longer being a support tool for sales, but a core component of brand strategy. Changes in consumer behavior have led to a shift in how brands approach, engage, and convert customers. Channels once considered secondary have become key battlegrounds where competition over image, content, and experience happens daily.
According to Google Automotive Marketing Guide (2024), 92% of Vietnamese consumers begin their car-buying journey online, with over 80% influenced by video content, especially reviews from YouTube, TikTok, or real users. Meanwhile, We Are Social’s Digital 2024 report shows that Vietnamese people spend an average of 6 hours and 30 minutes online daily, with most of that time on social media and video streaming. These figures clearly indicate that digital media is no longer optional—it is essential real estate for any brand wishing to stay relevant.
However, many businesses in the industry still rely on outdated, one-way advertising approaches, lacking emotional depth or personal connection. Meanwhile, modern consumers—especially Gen Z and Millennials—demand authentic, interactive digital experiences led by communities they trust.
This is where Influencer Marketing and Omnichannel emerge as strategic levers—not only expanding brand presence but crafting a seamless customer journey and building trust through real voices.
Automotive communication is gradually evolving in the digital era.
II. Integrating Influencer Marketing and Omnichannel: An Inevitable Path for the Automotive Sector
The rise of digital media and personalization trends has pushed automotive brands to shift from mass marketing to emotion-driven, trust-based, and experience-centric approaches. Influencer Marketing and Omnichannel, while effective on their own, form a powerful ecosystem when combined—accompanying customers from awareness through conversion to loyalty.
1. Influencer Marketing – When Consumers Trust Real People and Real Experiences
In the digital media environment, Influencer Marketing has become one of the most effective ways for automotive brands to connect with customers naturally and persuasively. Instead of relying on one-way ads, consumers—especially Gen Z and Millennials—increasingly trust real stories, genuine content, and authentic experiences.
Influencers in the automotive space include not only celebrities, but also expert reviewers, travel bloggers, or lifestyle content creators. They act as relatable intermediaries who help customers visualize how a car fits into their life and needs. Through storytelling, real-life experiences, and approachable styles, influencers foster trust and encourage action.
Additionally, influencer-generated content tends to spread rapidly thanks to its emotional appeal and entertainment value. When properly integrated into a multichannel strategy, the impact is significantly amplified.
2. Omnichannel – Creating Seamless, Personalized Experiences Across Touchpoints
Omnichannel is more than being present on multiple platforms—it’s about delivering a unified, consistent user experience across digital and physical channels. In the automotive industry, where the buying journey is long and complex, ensuring seamless, logical connections between touchpoints is crucial.
For example, after watching an influencer’s TikTok review, a user may be directed to the official website to learn more, schedule a test drive, and receive automated follow-ups via email or Zalo. Their behavior data is tracked and synced across platforms, allowing the brand to personalize messages, content, and customer service.
A strong Omnichannel strategy enables real-time data collection, analysis, and utilization to improve the user journey and boost conversions. It also supports post-sale activities like after-sales service and maintenance, helping build long-term relationships.
3. Combining Influencer and Omnichannel – From Inspiration to Real Conversion
Influencers drive inspiration and visibility, while Omnichannel ensures the journey from awareness to action is seamless and optimized. Together, they help brands not only reach the right audience but retain them with meaningful, consistent experiences.
Modern customers don’t make decisions based on a single channel. They might start with a TikTok video, move to a blog review, chat with a bot, and then visit a showroom. Without an integrated system, brands risk losing these potential buyers mid-journey.
The fusion of Influencer and Omnichannel strategies allows brands to tell a unified story—where users are consistently engaged, guided, and persuaded through personalized experiences. This is especially important in automotive, where the purchase cycle is long, the product value is high, and emotions play a vital role in decision-making.
Instead of stopping at product promotion, brands can create an emotional journey—from the moment a customer sees a captivating video, engages on social media, connects with virtual showrooms, to finally owning the car. This synergy not only enhances marketing effectiveness but fosters long-term loyalty and strengthens brand positioning.
The combination of Influencer Marketing and Omnichannel paves the way for an optimal path forward for brands.
III. Deploying Influencer & Omnichannel: Practical Advantages and Common Barriers
Integrating Influencer Marketing and Omnichannel offers strategic advantages but also comes with challenges—especially for businesses without a strong digital foundation. Below are the key benefits and barriers of this approach:
Advantages:
Better audience targeting: Influencers deliver personalized content aligned with users’ lifestyle, needs, and interests, while Omnichannel ensures consistency across all touchpoints.
Increased trust and conversion: When trusted influencers promote a product, engagement and positive sentiment rise. Seamless integration into Omnichannel ecosystems encourages follow-through actions.
Personalized experience: Behavioral data from social platforms, CRM tools, and websites allows segmentation and customized content, increasing campaign effectiveness.
Optimized marketing costs: Compared to mass advertising, this model focuses on targeted touchpoints and clear performance metrics, allowing flexible budget allocation.
Stronger loyalty and brand recognition: A smooth, consistent journey—driven by influencers, chatbots, and showroom staff—makes users feel heard and understood, encouraging loyalty and advocacy.
Barriers:
Lack of internal coordination: Marketing, sales, and customer service often operate in silos, causing fragmented customer experiences and slow campaign optimization.
Choosing the wrong influencer: Large followings don’t always equal relevance. Misaligned influencers or inauthentic content can damage brand trust.
Weak tech infrastructure: Omnichannel requires CRM systems, marketing automation, and analytics tools—many brands still rely on fragmented or manual systems.
Difficult performance tracking: Measuring combined effectiveness of influencer and omnichannel efforts can be tricky without clear KPIs and analytics systems.
High initial investment: Building the infrastructure, training teams, hiring quality influencers, and maintaining alignment can be costly—especially for SMEs.
Overall, the benefits of integrating Influencer Marketing and Omnichannel are substantial, but they require solid planning, interdepartmental collaboration, and digital readiness.
IV. Case Studies: Successful Influencer + Omnichannel Campaigns
Case Study 1: Nissan e-POWER (UK) – Immersive VR Omnichannel Experience
Context: To launch its innovative e-POWER hybrid tech in the UK, Nissan aimed to reach consumers interested in next-gen driving and tech experiences. The goal was to maximize exposure in a crowded, digital-first market.
Solution: Nissan partnered with Teads to roll out a creative omnichannel campaign. A standout feature was an interactive VR experience built into Connected TV ads. Viewers scanned a QR code to explore e-POWER through an interactive mobile or desktop VR experience—creating a seamless bridge between awareness and product interaction.
Results: The campaign reached 41% of the UK population, significantly boosting recognition of e-POWER. It highlighted the powerful impact of integrating influencer-like user experiences with omnichannel digital delivery.
Nissan e-POWER (UK) – A Standout Omnichannel VR Experience
Case Study 2: Genesis GV60 – TikTok & Multi-platform Influencer Campaign
Context: Luxury brand Genesis (Hyundai Motor Group) launched the GV60 electric car targeting young, tech-savvy US consumers. Competing in a crowded premium EV market, Genesis needed to stand out with authentic, relatable storytelling.
Solution: Genesis launched a social-first integrated campaign with TikTok at its core. The brand collaborated with influencers in lifestyle, tech, and fashion to create POV short-form videos highlighting GV60 features. Influencer content linked directly to Genesis’s site, where users could explore the car in 3D, book test drives, and connect with nearby dealerships. Behavioral data fueled personalized remarketing across platforms.
Results:
Over 30 million TikTok views in 4 weeks
60% increase in test-drive link clicks
Significant rise in website traffic and in-dealer engagement during the campaign
The convergence of Influencer Marketing and Omnichannel is not just a trend—it’s a practical roadmap for brands to build deeper connections with modern consumers. As customers increasingly demand seamless, personalized, and trustworthy digital experiences, this duo becomes essential in crafting persuasive and emotionally engaging purchase journeys.
From global campaigns to local executions, success lies not in mere multichannel presence, but in consistent, authentic storytelling that guides users from awareness to action. In today’s experience-driven era, integrating influencers and omnichannel touchpoints helps brands reach customer hearts—and drive sustainable conversions.
Novaon Digital harnesses the power of Strategy, Technology, and Creativity to drive brand growth. Drawing inspiration from crafting transformative experiences, we aim to enhance customer understanding and appreciation of your brand.
