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Mahidol targets digital influence

Jan 09. 2019
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By The Nation

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The College of Management at Mahidol University (CMMU) revealed the online market research finding that influencer marketing has become a more appropriate and persuasive approach to reach consumers than traditional marketing,

especially “Micro Influencer” with the trend to be influential and accepted by consumers in 2019. 

The five influencer industries mostly found on social media are tourism, food, fashion and beauty, health care, and finance and investment. 

The businesses which are likely to resort to such a marketing approach are those with complex and incomprehensible products and services that require high credibilities such as investment, health care and IT. 

The findings also suggested the “SEED strategy,” a marketing strategy to help create interest, unique services and difference of businesses to attract consumers in the digital era.

Boonying Kongarchapatara, chair for the marketing programme at CMMU, stated that Thailand is one of the countries with the highest average of internet, digital site and social media use posing challenges to all businesses and forcing them to adjust their marketing strategies to meet consumers’ lifestyle. According to the marketing research survey with 1,031 consumers, it was found that 92.8 per cent could access the internet and social media. 

It was further divided into 48.5 per cent of people who were online all day, 35.9 per cent of those who were online in the evening and before bed-time due to inability to use devices at work and 8.4 per cent of those who were online in the morning en-route to work. 

People’s behaviour has changed over time, it said, and it is a significant change in business operations. Thus, the focus is on online marketing, especially influencer marketing.

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