WHAT HAPPENED
On June 20, 2026, Vietnam hosted the large-scale Vietnam CEO & CMO Summit, gathering nearly 200 business leaders and industry experts. The main topic of discussion was the paradigm shift in advertising effectiveness evaluation. Industry leaders actively debated the increasing role of brand recall and new, more comprehensive metrics for marketing ROI. Participants agreed that amidst rapidly changing consumer behavior and the digital landscape, the traditional focus on the “last click” is becoming insufficient to measure marketing's true contribution to company growth.
Discussions emphasized the need to re-evaluate outdated approaches that often underestimate the long-term effects of brand building. The focus was on adapting to new realities where the customer journey is complex and non-linear. This means that a single interaction or a direct ad click does not always reflect the entire purchase decision process, which often begins with a simple introduction to a brand and the gradual formation of trust.
The summit served as a platform for exchanging views on how to shift focus from immediate conversions to a deeper understanding of brand influence on loyalty, repeat purchases, and ultimately, sustainable financial results. The development of new tools and methodologies was discussed, aimed at measuring not only direct sales but also intangible assets such as emotional connection with the brand and its perceived value in the consumer's mind.
WHAT THIS MEANS FOR RUSSIAN E-COMMERCE ENTREPRENEURS
The conclusions drawn at the Vietnam CEO & CMO Summit 2026 hold critical importance for the Russian e-commerce segment, especially for entrepreneurs actively operating on marketplaces. High competition, price wars, and the standardization of offerings are turning these platforms into “red oceans,” where every seller battles for customer attention and wallets. In such an environment, traditional approaches focused solely on CPA (Cost Per Acquisition) via the last click lead to a continuous increase in advertising budgets and a decrease in profitability.
Consumers on marketplaces often compare dozens of similar products, choosing based on price and reviews. Without a strong brand that differentiates a product from the general offering, entrepreneurs are forced to constantly lower prices or pay increasingly more for direct traffic, which becomes unprofitable by 2026. Emphasizing brand awareness allows businesses to form an emotional connection with the audience, build trust, and create a preference that goes beyond the immediate search for the best price. This is critically important for reducing Customer Acquisition Cost (CAC), as a loyal customer requires significantly less investment for repeat sales.
Rethinking the approach to advertising budgets means not abandoning conversion campaigns, but rather complementing and integrating them with investments in brand building. Instead of focusing solely on the “here and now,” it is essential to allocate a portion of the budget to strategies aimed at fostering long-term brand awareness. These could include content marketing, influencer collaborations, PR campaigns, and creating a unique visual style and Tone of Voice that will distinguish the brand among the multitude of generic offerings on the marketplace.
Finally, the shift in metrics is not just a passing trend but a strategic necessity. Entrepreneurs must learn to measure not only immediate conversions but also indicators such as Share of Voice, brand associations, search demand by brand name, repeat purchases, referrals, and, of course, overall customer loyalty. These are the metrics that reflect the long-term contribution to brand awareness and loyalty, which is the foundation for sustainable growth and ROI optimization on competitive Russian marketplaces.
VIETSMART EXPERT COMMENTARY
For Russian e-commerce entrepreneurs facing increasing pressure on marketplaces, shifting focus to brand awareness is not merely a desirable option but an imperative for survival and scaling in 2026 and beyond. We at VietSmart observe that those who continue to rely solely on last-click performance marketing inevitably fall into the trap of endlessly increasing acquisition costs and decreasing profitability. This is a dead-end path, especially as competitors begin to invest in their uniqueness and long-term customer relationships.
Our approach lies in a harmonious combination of tactical sales and strategic brand building. Imagine you are building a house: performance marketing is like the ongoing maintenance that keeps it functional, while brand management represents the foundation and load-bearing walls that ensure its longevity and value. Without a solid foundation, the house will eventually collapse. Similarly, without brand investment, any marketplace success will be fleeting. The starting point should be a clear understanding of your target audience, their needs, and values, and then building a unique offering and communication strategy around that.
KEY TAKEAWAYS AND WHAT TO DO
- Review your budgeting strategy. Allocate a significant portion of your marketing budget to brand awareness development, not just direct conversion campaigns. This is an investment in the long-term future of your business.
- Invest in uniqueness. Develop a clear brand identity, a unique Tone of Voice, and a distinctive visual style. This will help your product stand out among similar offerings on marketplaces.
- Expand communication channels. Don't limit yourself to internal marketplace advertising. Explore external channels: content marketing, social media, PR, and collaborations with bloggers who can help tell your brand's story and attract an audience beyond traditional sales platforms.
- Focus on the customer experience. Excellent customer service, quality packaging, prompt problem resolution, and personalized communication strengthen loyalty and build a positive brand image. According to 2025-2026 data, this is becoming a key factor for repeat purchases.
- Utilize comprehensive metrics. Beyond CPA and ROI, start tracking metrics that reflect brand health: search demand by brand name, mentions in media and social networks, awareness surveys, NPS (Net Promoter Score) loyalty index, and average repeat purchase frequency. This will give you a complete picture of your marketing efforts' effectiveness.
Source: VnExpress International — Business dated June 20, 2026