ASEAN KEY DESTINATIONS
Thai digital media budgets increase
Currently brands use only around 2 percent of their communications budgets on digital media, said managing director Maureen Tan. Within this year, she said, the figure was expected to jump to 10 percent or more.
In the next two to five years, spending on digital media is predicted to increase strongly, supported by the growth of tablets and smartphones, while spending on traditional media including radios and print would gradually decrease.
"What we've seen is that key clients have started embracing digital media in their long-term marketing plans, rather than for short-term campaigning. However, it might take some time to educate brands as they still don't fully understand this platform," said Ms. Tan.
OgilvyOne has introduced a new tool to maximise consumers' potential to generate greater value for brands. Thailand is the second country in Southeast Asia after Singapore to adopt the tool.
While using the right media to communicate with the right target groups may bring a certain number of consumers to brands, OgilvyOne says its new tool aims to explore every step of the consumer journey and draw quality consumers who are willing to act as influencers, to brands.
With a good management of digital media, brands can encourage consumers to share brand information with their friends or families, to influence other people in their network and to collaborate with brands in creating new content, services or experiences.
"Effective digital marketing is not about new gimmicks or channels but it's about the idea and understanding of consumer behaviour," said Ms Tan.
OgilvyOne expects to see double-digit growth of its billings, to 50-60 million baht this year. The company has seen its billings from digital media soar. Currently digital media billings account for around 60 percent of its total, up from only 30 percent two years ago. The rest goes to traditional direct marketing and customer relationship management (CRM) projects.
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