When we talk about digital marketing in Thailand, we’re referring to the use of digital channels to promote products and services. This type of marketing involves using websites, search engines, social media, and mobile devices.
Digital marketing applies a number of the same principles as traditional marketing and is often seen as a way for businesses to approach their audience and understand its behaviour. While businesses often combine conventional and digital marketing techniques, the latter presents its own challenges.
To succeed with digital marketing in Thailand, a business needs to employ a combination of advertising smarts, sales, and the ability to deliver the goods to its end-users. Professional digital marketers take on these tasks either in-house or at marketing firms on an external basis.
Marketing was traditionally achieved through print and broadcast ads, and these channels are still being used today. But digital marketing channels continue to evolve. Here are eight of the most commonly used digital channels that businesses can use to boost their marketing efforts in the online world.
- Website marketing
- Pay per click (PPC) advertising
- Content marketing
- Email marketing
- Social media marketing
- Affiliate marketing
- Video marketing
- SMS messaging
Digital marketing channels rapidly proliferate, forcing marketers to keep up with how they work and how receivers use them. They also need to know how to effectively use them to market their offerings.
However, it’s becoming harder to grab the receiver’s attention as they’re being inundated with an increasing number of competing ads. Marketers also have the challenge of analysing a huge amount of data they’ve captured and then using that data in new marketing efforts.
The challenge of both capturing and effectively using data shows us that digital marketing calls for an approach based on an in-depth understanding of consumer behaviour. It may require, for example, that a business employ different techniques, like website heatmaps, in order to know more about the customer journey and changes in how consumers behave.
Impact bias is worth mentioning here. The term refers to the stereotypes and attitudes that automatically occur without any conscious knowledge. It sometimes creeps into the arena of digital marketing, even when businesses and marketers do all they can to avoid it.
Something as basic as adding stock videos or photos to a campaign can come with implicit bias. Businesses, for example, may use videos and images of a certain gender and race while unintentionally excluding others, such as minorities or those with different abilities and body types.
Just as is the case with traditional marketers, digital marketers use KPIs. A KPI is a quantifiable way for a business to measure long-term marketing performance and make comparisons with its competition. Areas measured include marketing campaigns, corporate strategies, operational activities, and financial goals and achievements.
Here are some of the more common KPIs marketers can use to help a business achieve its goals.
- Blog posts
- Clickthrough rates (CTR)
- Conversion rate
- Social media traffic
- Website traffic
Businesses have an alternative option to training their marketing staff on the effective use of digital channels. Digital marketing agencies exclusively employ digital channels to market to consumers. This includes developing and launching campaigns for clients through websites, videos, social media, and PPC advertising, among others.
Search engine optimisation (SEO) is a tool that businesses use to generate more website traffic with the aim of increasing their rankings in the search engine results pages (SERPS). This can be achieved either organically or editorially. When a business can successfully use SEO as a part of its digital marketing strategy, its website becomes more visible to its target audience. But in industries where competition is strong, relying on in-house employees isn’t always the best option, which is why hiring an SEO agency is a route that many businesses in Thailand choose to take.
Some of the biggest advertising campaigns in the world have used traditional means of marketing. One example is The Marlboro Man, which was a popular campaign both on television and in print. However, changes in how we consume media have forced businesses to adopt a new focus. And now, digital marketing is arguably even bigger than traditional marketing and advertising.
And, of course, implicit bias can be found in digital marketing, as it can elsewhere. The main point to remember is that, as long as technology continues to change, digital marketing will continue to evolve.
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