Trends affecting online advertising
Three trends will affect the online advertising market next year, according to a leading digital agency.
Supachai Parchariyanon, managing director of MCFIVA (Thailand), identified the trends as what he termed the social-engagement era, the end of free launches and an end to guesstimating when it comes to the targeting of |consumers.
In the social-engagement era, he said social networks such as Facebook, Twitter, Four Square and Instagram would have an increasingly important role to play as businesses utilise the sites to promote their products and services.
Social-media users will engage with a business via comments on Facebook, for example, which will enable companies to enhance customer loyalty.
"The use of social media in Thailand is very popular; there are 14.22 million Facebook users, 1.3 million Twitter users, 253,234 Instagram users and 166,403 Four Square users," said Supachai.
Meanwhile, the age of the free launch will be over, he added, as channels such as television programmes utilise in-stream video or video advertising to target potential customers on behalf of business advertisiers.
Last, 2013 will in effect mark the end of guesstimating by marketers, as |digital media will provide access to more reliable information for focusing on targeted consumers.
Three factors driving digital-market growth are behavioural changes among customers, network infrastructure and new technology that can improve a business’s productivity.
