Marketers look to return
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This year, marketers are focusing more on return on investment from advertising and marketing campaigns via digital media after investing in the new media to build brand awareness and create customer bases last year, according to mInteraction, a digital s
“Nowadays, our clients want to spend less money while gaining better access to the right customers,” Niklas Stalberg, chief operating officer at mInteraction, said yesterday.
Clients and marketers need to know the route that customers take to the final purchase – the so-called “purchase journey” – in order to get the most effective return on their limited marketing budgets, he said.
Meanwhile, the full launch of third-generation mobile technology this year, along with the rising penetration of smart devices in the Kingdom, will allow customers to access new services rapidly while enabling marketers to collect real-time data and insights, Stalberg said.
Chief executive officer Siwat Chawareewong said Thailand had experienced rapid growth in digital advertising. The company estimates that by end of this year, the value of adverts in this format will grow by 50 per cent. This will account for 4 per cent of the total industry, or about Bt4.5 billion, up from 3 per cent last year.
Siwat added that the key drivers included: 1) expected wider access to mobile and broadband Internet once 3G fully launches; 2) the need for airtime to maximise returns on video content development; and 3) the growth of video content in general.
Following this trend, marketers should focus on integration throughout the purchase journey; online video usage; selective paid media such as television commercials, print adverts and Internet banners; and driving engagement though owned media and earned media.
The CEO explained that “owned media” included official websites, webpages and Faceboook fanpages, while “earned media” referred to favourable publicity gained through promotional efforts other than advertising.
To respond to this increasing demand, mInteraction has launched a new service, Demand Side Platform, which combines various data sources to facilitate bidding on inventory.
