Digital Marketing
Start with an audit. Continue when you see the value.
MWY does not run ads, manage accounts, or produce content. We measure what is real, find the cause, and oversee the parties spending your budget in Vietnam.
Short answer
MWY sells two things in Vietnam: an audit that assesses a company's entire digital marketing operation, and a monthly advisory and oversight retainer. We do not run ads, we do not manage accounts, and we take no commission from agencies or platforms. Fees are public: USD 3,000 for the audit, USD 4,500 a month for the retainer.
The nine areas we oversee
Each comes with the “why” question we ask before anything else.
Strategy & digital funnel
Turning business goals into digital goals, the customer journey across digital channels, and the role of each channel.
Why does this channel hold this role in the funnel?
Measurement & data
GA4, Google Tag Manager, pixels and Conversions API, UTMs, offline conversions, dashboards. CRM data only where it is used to measure marketing.
Why don't the agency, platform and CRM numbers agree?
Read more on this areaPaid media
Meta, Google, TikTok, YouTube, Zalo Ads. Account structure, budget allocation, cost against profit. Including advertising compliance risk in regulated categories.
Why is ROAS healthy while profit is flat?
Marketplaces
Advertising and visibility on Shopee, Lazada and TikTok Shop. Promotions and vouchers, storefront conversion rate. Not store operations, cost of goods, inventory or fulfilment.
Why is marketplace revenue up while profit after ad cost is down?
Website & search
Website and web store, landing pages, conversion rate, SEO, and GEO — presence in AI answers.
Why does the website get traffic but not customers?
Content, KOL/KOC & affiliate
Content planned against the funnel, social pages, the KOL/KOC programme, affiliate and livestream — on marketplaces or off them.
Why this influencer, and measured how?
Retention & CRM marketing
Email, Zalo OA, membership apps, customer segmentation, repeat-purchase and win-back programmes. Measured by repeat rate, LTV and CRM performance.
Why does the cost of new customers keep rising while nobody owns the existing ones?
Martech & AI
CRM, marketing automation, CDP, AI tools for content, advertising, and for the care channels marketing owns such as Zalo OA and social pages.
Why add this tool? Where should AI not be used?
Read more on this areaAgency & team governance
Choosing agencies, contract KPIs, approval process, splitting work between in-house and outside.
Why are we paying the agency this way?
Digital marketing health scorecard
The nine areas above are the scope of oversight. The scorecard is the instrument: six categories consolidated from those nine, each rated 1–5. Scored first during the audit, then rescored every quarter so you can see what actually moved.
Strategy & digital funnel
Whether business goals translate into digital goals, and what role each channel plays in the funnel.
Measurement & data
GA4, GTM, pixels and Conversions API, UTMs, offline conversions, and the gap between platform and CRM numbers.
Paid media & budget
Account structure, budget split by channel, cost against profit rather than against ROAS alone.
Marketplaces
Marketplace advertising and promotions, livestream, affiliate, storefront conversion rate. Store operations are not scored.
Owned channels, content & retention
Website and storefront, SEO, GEO (presence in AI answers), social pages, Zalo OA, email and automation, creator programmes, repeat purchase rate.
Martech, AI & agencies
The tools you own versus the tools you use, where AI should and should not be applied, agency contracts and KPIs.
Where our scope ends
Stated up front so you know exactly what you are buying. In Vietnam “digital marketing” usually means an execution agency. MWY is not one.
In scope
- The nine digital areas above
- The digital health scorecard
- Oversight of agencies and anyone spending the budget
- KPI frameworks and reporting
Only where it meets digital
- Brand positioning, product and price, where they affect conversion
- How the sales team handles leads
- TV, outdoor, events and PR, where their effect on search and digital must be measured
- Trade marketing
Not in scope
- Running ads
- Managing ad accounts or marketplace stores
- E-commerce operations: cost of goods, inventory, fulfilment, returns, after-sales care
- Producing content
- Technical implementation — we write the spec and sign it off, your agency or IT builds it
- Selling software
- Taking commission from agencies, platforms or vendors
Key terms
- Term
- 12 months.
- Minimum commitment
- The first 3 months, non-cancellable except for material breach.
- Cancellation
- From month 4, with at least 30 days written notice.
- Payment
- In advance within the first 5 business days of each month. Prices exclude VAT and related taxes.
- Unused hours
- Do not roll over to the following month.
- Results
- We commit to process, measurement and transparent reporting. We do not commit to an absolute revenue figure.
- Independence
- MWY takes no commission from any agency, platform or vendor it recommends. This is written into the contract.
Frequently asked
Do we have to buy the audit before the retainer?
No. The audit stands on its own and you may stop there. Most foreign clients start with it anyway, because approving a fixed four-week scope is easier at headquarters than approving an open-ended retainer. The retainer fee is the same whether or not you have done an audit.
Will MWY run our campaigns?
No. The party spending the money should not be the party checking the results, and a one-month trial does not change that. When you need execution, we shortlist three vetted options, take no commission, and then oversee whoever you choose.
Can you help us choose a Vietnamese agency?
Criteria and a shortlist are included. Running a full pitch process is a separate module.
How do you work with our headquarters?
Online by default. Monthly reporting in English with a one-page summary for the board, and one session per month scheduled in your time zone.
What digital budget makes this worthwhile?
Our fee should not exceed 15% of the digital budget we oversee. At the current fee that puts the threshold at USD 30,000 a month. Below that, the arithmetic stops working in your favour — do the audit first and revisit the retainer later.
Start with a 30-minute call
Thirty minutes, no fee. Bring one specific question and the call will be worth far more.