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Digital training academy launches in Vietnam to address widening skills gap

Dacey Calisura at mobile event in Vietnam

Dacey Calisura (right) talks at mobile event in Vietnam

Dacey Calisura, the head of digital at DatVietVAC Group, Vietnam’s largest independent agency, has left the agency to set up a training school for marketers.

Called the Vietnam Digital Academy, the new venture will offer training in social media, search engine marketing, digital communications strategy, analytics and mobile.

The company will launch its first event – Digital Kickstarter – in partnership with VietnamWorks and FaceDigital on 17 June.

The Australian former agency media planner and Expedia and Emirates digital marketer commented: “On my arrival in Vietnam almost two years ago I was faced with hiring talented and experienced digital marketers to service a growing and demanding stream of local clients but found there to be a massive digital skills gap.”

“Training and development has always been part of my previous roles (Expedia, Emirates, an array of media agencies) so setting up Vietnam Digital Academy felt like a natural progression in an emerging digital market with bucketloads of potential,” she said.

On the development of Vietnam’s digital market, Calisura noted: “Most Vietnamese brands are still cautious in using digital marketing; stemming from a lack of knowledge or understanding about how it can contribute to their business ROI. Most brands spend no more than five per cent of their total marketing budget online, the most popular channel being Facebook.”

“Compared to mature markets like Singapore or Hong Kong, this is still quite low, but Vietnam is leading the pack in Indochina in terms of appetite to spend. The regional/global brands such as P&G, Unilever and Pepsi are leading the way due to their successes in the mature markets,” she said.

A survey from VietnamWorks found that out of 7,000 jobs for experienced marketing positions, 4,000 need digital skills. There have been 196,593 job applications for digital marketing roles in the last year in Vietnam.

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