GroupM stresses digital focus, online performance
GroupM, a media investment management company under WPP Group, is urging brands and marketers to focus on digital efforts and stay aware of market competition and changes.
Siwat Chawareewong, chief executive of GroupM Thailand, said online channels are growing strongly this year and brands and marketers should enhance their online competitiveness.
The media company forecasts advertising spending for online channels will grow by 24% to 11.8 billion baht this year, with total ad spending expected to surpass 100 billion.
The projection for online advertising this year reflects the strength of e-commerce, said Mr Siwat, adding that brands and marketers should be in survival mode amid intense competition in the marketing world.
He said that the use of online advertising for fast-moving consumer goods (FMCGs) will exceed that of telecommunications operators, thanks to the growth of daily-use products, which are more approachable through the e-commerce platform.
This year, GroupM expects online ad expenditure from FMCGs to be 1.08 billion baht, followed by telecommunications operators (1.01 billion), non-alcoholic drinks (1 billion baht), automobiles (984 million baht) and dairy products (565 million baht).
The company has also released a list outlining six key digital marketing trends for brands and advertisers to focus on. They are: consumer behaviour on internet usage, life-improvement platforms, the change from traditional media to digital, creativity in digital marketing, use of data and information and guidelines for e-commerce marketing.
“One highlight that should concern us is mobile behaviour and the use of mobile applications because they can provide us with a better quality of life,” said Mr Siwat.
GroupM is also encouraging brands to be enthusiastic, adaptable and creative when it comes to new technology trends, data and information in order to obtain sufficient reach and maximise their investments.
By contrast, Asa Piwkhum, director of new media at Amarin Printing and Publishing Plc, said brands and marketers should integrate all their media platforms and not only focus on online channels, but also maintain traditional media channels to both serve people’s changing behaviour while also reaching target customers of all ages.
For content providers, he said exclusive content, social media influencers, digestible content and plans to fulfil brand needs are major keys to making content providers successful.
Focal 2017, an annual digital conference organised by GroupM Thailand, was held yesterday to provide an overview of the digital landscape and consumer behaviour in Thailand, including market insights, trends and macroeconomic data.