Marketing campaigns to embrace cross-platform mdia
Leading marketing communications company McCann WorldGroup expects to see more use of cross-platform media between online and new media to make a greater impact on marketing campaigns.
The trend follows the high penetration of social-media users and improvement of digital technology in the country.
Chief innovation officer Varrida Voraakom said yesterday that advertisements via television were still an effective medium, so in the first 10 months adverts via TV remained strong, surging 8 per cent to Bt54.12 billion.
According to a Nielsen survey, in the first 10 months advertising via magazines, newspapers and radio showed nearly flat growth while cinema, outdoor, transit, in-store and Internet media saw double-digit growth. For example, cinema saw a 28.87-per-cent surge to Bt6 billion; outdoor gained 11.6 per cent to Bt3.5 billion; transit witnessed a 21.8-per-cent rise to Bt2.1 billion; in-store media saw a 49.2-per-cent surge to Bt1.3 billion; and the Internet recorded a 68-per-cent rise to Bt397 million.
She added that there were about 13.2 million Facebook users. This number and Twitter accounts are growing every day, so this would be an opportunity for marketers to blend out-of-home media and social media to create a big impact on their marketing campaigns.
“All marketing activities will be engaged with artistic cross-platform media utilisation and sharing experience,” she said.
In the coming year, marketers should focus on creating a brand as an inspiration for customers via social media because today’s customers who have access to online society would be more sophisticated in terms of emotional needs.
Today’s customers have higher expectations with regards to a brand’s promise. They would also like to see more support from the company owning that brand. For example, after the flood crisis, customers needed help, including cleaning, laundry services and special offers, from those companies.
