Bangkok, December 21, 2011 – Thailand’s leading interactive agency - Thomas Idea reveals the 2012 digital marketing trends that corporates and brands should employ to get the best digital platforms integration strategy, in order to reach and engage targeted customers.
The popularity of social network and the increasing number of mobile users, especially smartphones and Tablets, will change the way marketers would communicate, acquire and retain their customers.
With the growing trend of social network and new technology platforms, digital marketing will account for 5-15% of marketing spend in the next year. In addition, digital media budget will be allocated for 2-5% of total media spend.
Thomas Idea’s CEO Uraiporn Cholsirirungskul said, “Consumers increasingly spend more time online. Most marketers have already experienced with the trial phase for two years. They have more understanding of digital space, and see the benefit brands would gain with the power of interaction and bi-directional communication. In addition, new online media network, search, and social media are regularly introducing new services to support the online activities.”
For the current social networking popularity, there are more than 13.3 million Facebook members in Thailand, increased from 6.1 million last year. Of the 13.3 million, 34% ages between 18 and 24, and 29% ages between 25 and 34. Twitter has more than 850,000 followers. For YouTube, there are more than 5 million views on YouTube daily. The social media usages and interactions have radically increased since the crisis in Thailand worse flood during October – November this year. People tend to go to the Internet as a primary source of information.
As one of experienced practitioners in the digital marketing and digital platform for over 10 years, Uraiporn shared some of the digital marketing outlooks with 7 digital marketing trends marketers must know in 2012.
DIGITAL MARKETING STRATEGY – Corporate Wants to Get It Right: Corporate must find the right strategy and policy for all digital consumer touchpoints. For instance, Facebook dialogue policy, social network crisis management, and customer database clean-up policy must be put into consideration. Moreover, the policies must concern the integration of Search, Social Media, e-Mail Marketing, Mobile Marketing, and other digital platforms to drive customers to re-visit the site regularly.
DIGITAL PLATFORM INTEGRATION – Social Everywhere: User experience design must provide the mechanics for users to participate in some forms of ‘Like’, Share, Send, or Review. This would amplify the product/brand awareness and engagement of online community.
SOCIAL MEDIA FOR BUSINESS RESULT – More Business Focus, More Measurable: The social media success is not measured by number of fans only. More web analytics, such as interactivity, brand talks, and real fan acquisitions, should be considered for the company to set objectives and get the real return of the social media investment.
BRANDED CONTENT – Better Quality Reach with Engaging Conversations: The Internet allows users to consume and interact with various forms of contents. More branded content will be created to engage consumers with stories and new brand experience through online video, movie, webisode, ebook, game, and mobile application.
E/F/M-COMMERCE – Anytime & Anywhere: e-Commerce, f-commerce, and m-commerce will be the big winners next year. With the increase numbers of mobile devices, especially smartphones and tablets, consumers will progressively use their mobile devices to access, get more information, and make purchase through m-commerce apps and m-sites. It is important to direct an online customer to brand’s eShop right away once he/she has purchase intent.
DEVICE + APP + TECHNOLOGY – Consumer Takes Choices; Corporate Takes Chances: More and more digital devices are available for consumers. Corporate must understand their target segments’ behaviors on digital devices and platforms they prefer. Choosing the right media strategy will be more challenge for advertisers.
SHORT-TERM PROMOTION – As Hot as Deal! The growth of e-Store online has boosted the numbers and frequency of promotion offered to customers. Short-term promotions, such as, 2-Days promo only, exclusive 2-days deal for Facebook fan, or 3 extended promotions after the first purchase, will drive the online customer to purchase more. This would change the way store managers and marketers would plan promotional schemes.
In 2012, Thomas Idea will offer a full range of digital services, from online strategy consulting, to user experience (U/X) design, large-scale application development, and 360 degree digital marketing services. The services cover the seamless integration of all digital platform technologies, including web application, mobile application, e-commerce, m-commerce, online campaign, e-CRM and social media.