Another emerging trend in Thailand that was “paused” during the 3-year pandemic scare but remains a viable option in 2022 is Marketing Technology.
What is Marketing Technology? Marketers can implement and modify marketing activities by using the Marketing Technology Stack or MarTech, which offers a group of software and technological tools.
It can include anything from CRM software to email marketing software as well as content marketing platforms.
Is It Just Jargon or a Buzzword? A buzzword is something that sounds nice but doesn’t mean anything. Many things, like “corporate synergy”, are accused of being buzzwords that don’t amount to anything real.
You can rest assured that MarTech isn’t just jargon or else we wouldn’t be adding it into this list. It’s an umbrella term for software used to streamline and automate digital marketing. There’s also an active MarTech community in Thailand.
Marketing Ignite’s Experience with MarTech: We’ve been around the block since 1998 and we’ve used our fair share of digital marketing technologies and techniques like SEO. We use MarTech extensively in planning, creating, executing, and measuring any marketing campaigns on our hands.
What’s Involved in MarTech? In other words, MarTech Stack is technology that streamlines, simplifies, and automates campaigns in a way that companies and their digital marketing consultancies could understand. It involves data, analytics, and apps.
It uses different tech to collect data for analysis while giving businesses a multitude of ways to reach and engage their target audience when push comes to shove.
It’s a trend you should pay more attention to the same way marketers were taking a closer look at cloud computing and Web 2.0 (the social media version of the Internet) back in the 2010s.
It applies to Thailand businesses, multinationals with Asian branches or Thailand branches, and so forth because we’re on the brink of reaching all those markets using MarTech Stack. (Consider attending the in October 2022 for more details.)
Hootsuite conducted the 2019 Global Digital Report, and in it they claim that 49 million Thais utilize social media. This is good news for those overly reliant with SEO that are worried by the dip in search engine traffic that should impact their SEO efforts.
Since we’re all digital marketers or believe in digital marketing here, this particular trend is good news for everyone across the board. It means several things. To wit:
Mobile E-Commerce: Thailand has 71 percent of their online users do online purchases through their mobile phone, with the global average being 55 percent. This also makes them rank third in e-commerce via mobile device.
(One of the) Most Online People: Local Thailand businesses and multinational businesses that cater to the Thailand demographic definitely have a digital marketing advantage with the Land of Smiles because it has one of the “Most Online” people in the globe.
The average Thai online user spends a total of 9 hours on the Internet every single day.
They stream music from the likes of Spotify for about 1 hour and 30 minutes daily.
They view online videos from the likes of YouTube and Netflix for up to 3 hours daily.
Therefore, as a company or as a digital marketer catering to Thai companies, you should renew focus on mobile users and social media advertisements. You need to ride this trend further by becoming more active in your company social media.
The concept of virtual reality has been around since the 20th Century, with it gaining particular steam in the 1990s with movies like The Lawnmower Man (1992) and video game consoles like the Virtual Boy.
However, it seems to be making a comeback in a big way that isn’t limited to VR headsets like the Oculus Rift or video games using the tech.
Facebook instituted “Meta” and renamed their company as Meta for good reason. They’re anticipating the next boom, and Thailand is already riding that train towards virtual reality. They’re anticipating a boom or trend towards the Metaverse.
Current digital marketing campaigns concentrate on social media, when in the past it was more about web rings, banner ads, and web directories like the original Yahoo.com before it also turned into a search engine.
This is because most people—particularly Thai citizens—spend more time on social media than anywhere else, such as Google search or Wikipedia. The netizens of Thailand in particular are engrossed in e-commerce or online shopping in social media.
Social Media Marketing: Even back in the 2010s, Internet marketers were already dipping their toes on social media marketing alongside search engine optimization and email marketing.
As far as Thailand marketing trends are concerned though, businesses with ties to the Thailand market should add focus on social media advertising, marketing, and promotions in 2022 and beyond. Now’s the time to double-down.
Facebook Ads and User Data: More and more people, specifically Thai citizens, who pay attention to these sidebar Facebook ads and click. You can depend on FB to have your ads appear to a specific demographic of Thailand Facebook users to boot.
A Better Push Towards a Buying Decision: You’re more likely to get a conversion or have a passive visitor become a buyer when going to the shoppable social media post or ads because the FB algorithm already disseminated the demographics for you.
These Thai FB users have volunteered their information to be public and searchable, thus making it easier for marketers or their marketing consultancy to only have their ads appear to interested parties.
Facebook Users Benefit from Easy Access: Thai Facebook users benefit from this increased attention to them as a market because mere discussion of their interests among friends as well as their activity (the posts they like and the posts they themselves offer) will have the algorithm figure out the best available products they’re most likely to buy.
No wonder Facebook ad expenditures in Thailand amounted to approximately 6.56 billion Thai baht!
How Can You Take Advantage of This Trend? Marketers change up ads or make seasonal campaigns because audiences from the time of print ads to radio to television to the Internet all don’t like looking at the same ads for months’-on-end.
Therefore, the best way to take advantage of this increase in social media visibility in today’s generation of Thai consumers is to make personalized custom ads via Facebook to ensure conversion and a buying decision.
Give Facebook Users What They Want: FB users, even the ones from Thailand, should be given FB ads that cater to their specific interests in accordance to the personal data they’re freely and publicly revealing by being an FB user.
The Power of Targeted Advertising: What’s usually the hard part when making a campaign—appealing to your target audience with a (for example) Super Bowl commercial that has a general audience of most American viewers—has now been solved by the nature of social media.
As your marketing consultant, we can keep you on top of the trends and help you achieve goals by knowing about specific emerging trends in Thailand and knowing when to target them in 2022.
Messaging Apps: Also pay attention to your FB messaging app and how you can use it for advertising but not in a spammy way like you’d normally see in Instagram with random followers and bot accounts.
We at Marketing Ignite will assist you in making actionable ads on the FB and FB messenger platforms to truly get those conversions going or at least add interactivity as another method of building brand loyalty among your consumer base.
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