Digital marketing firm Idea-Pop sets its sights on first-time advertisers
IDEA-POP, an independent digital marketing agency, is eyeing first-time advertisers in the agricultural, travel and transport sectors, and products for senior consumers.
“This year, we have welcomed many new clients that asked us to create and develop a mobile application for their customer relationship management [CRM] programmes, engagement with their dealers and suppliers, and ad hoc marketing support,” Tanakorn Sittichaipongkorn, group director of Idea-Pop, said yesterday.
“However, we need to make sure that those clients’ requests get the right direction by using data analytics and data mining to get real consumer insights. We have acquired expertise in this area since we got into the industry a decade ago,” Tanakorn added.
Idea-Pop expects to see about 40-per-cent growth in revenue from 2014 but he declined to disclose last year’s billings.
The rise in new assignments was mainly driven by the expansion of users of smartphones and tablets after those connected devices became more affordable in the provinces. This offered an opportunity for consumers in the agriculture and transport segments as well as older customers to be connected with online communities.
He said the brands that wanted to talk with people in those groups had come to his company for online communication tools.
“What they request are mobile applications, and mobile, website and e-commerce support. Such services must begin with platform development,” he added.
Of the total assignments, platform development represents 30 per cent, CRM service 40 per cent and e-commerce support accounts for the rest.
While Idea-Pop functions as a digital marketing agency, its subsidiary Dreambase Interactive provides platform development, while another unit called Promo creates and develops related merchandise and supporting hardware.
Tanakorn acknowledged that his company was facing fierce competition from global media agencies in the Kingdom. But his agency has a strong customer base, particularly direct clients, which currently represent about 80 per cent of the total. The remaining 20 per cent come through subcontracting agreements.
