In the rapidly evolving landscape of digital marketing in Thailand, the integration of short-form video and artificial intelligence (AI) has become a game-changer for marketers, according to a recent report from IdeasLabs. The company, which specializes in MarTech solutions, revealed that campaigns utilizing key opinion leaders (KOLs) and influencers have seen an impressive growth rate of 50% per month, highlighting the effectiveness of real user reviews in engaging consumers.
Ms. Tawanporn Chueasamran, the founder and Director of Customer Service at IdeasLabs, emphasized that the digital marketing industry in Thailand is set for explosive growth in 2025, particularly through popular platforms like TikTok, Instagram Reels, and YouTube Shorts. These platforms are expected to play a crucial role in driving marketing strategies this year.
According to the IdeasLabs report, the use of AI in consumer data analysis is becoming increasingly vital, allowing marketers to tailor their strategies to meet actual consumer needs rather than relying on traditional data. By employing social listening tools and influencer analytics, brands can tap into genuine customer desires through various channels, including TikTok and Instagram.
"The results from using these technologies have led to a remarkable increase in brand reach and a 20.78% rise in engagement rates over just one year," Ms. Tawanporn noted. This innovative approach not only attracts new consumers who may not have been aware of the brand but also enhances conversion rates and return on ad spend (ROAS).
As businesses adapt to the digital age, focusing on AI and data analytics is imperative for crafting specific marketing strategies, especially in personalized marketing. Social listening tools and influencer analytics provide deeper insights into customer preferences, enabling brands to create impactful campaigns.
Choosing the right influencers is also essential. Brands must select influencers who can genuinely build trust and connect with their target audience, focusing on engagement and affinity rather than just follower counts. Additionally, partnering with an agency that excels at blending data with creativity can significantly enhance campaign effectiveness. IdeasLabs stresses that brands aiming for success in today’s market must evolve with digital trends and consumer lifestyles.
In the same vein, the report from Infobip, a global cloud communications platform provider, highlights the burgeoning trend of conversational messaging in Thailand. Infobip analyzed over 530,000 business-to-consumer interactions in 2024, revealing significant growth in messaging channels such as WhatsApp, LINE, and Messenger.
Infobip's report indicates that messaging usage in the Asia-Pacific (APAC) region is on the rise, with Rich Communication Services (RCS) and Apple Messages for Business increasing by 102% and 90%, respectively. In Thailand, WhatsApp usage soared by 208%, while LINE grew by 29%. This trend reflects a shift in consumer behavior, as customers seek faster and more convenient communication methods.
Egert Jan van Staalduinen, Head of New Business for APAC at Infobip, remarked, "The growth of conversational messaging in Thailand is not just a trend; it represents a fundamental shift in how people and businesses connect. With the increasing usage of messaging apps and high mobile penetration rates, Thai consumers are using these platforms as primary communication channels, including interactions with brands."
The report also emphasizes the growing importance of dialogue-driven marketing, with brands increasing their customer engagement efforts by 30% through Infobip's platform. The seamless integration of messaging into brand experiences is becoming essential for businesses to foster lasting relationships with Thai consumers.
As the digital landscape continues to evolve, Infobip's solutions enable businesses to manage customer communications effectively through a comprehensive omnichannel platform. This approach not only enhances operational efficiency but also elevates the overall customer experience.
"In the future, businesses that prioritize creating personalized, seamless, and interactive experiences in a messaging-centric environment will be the ones to thrive in Thailand’s rapidly changing digital landscape," Mr. van Staalduinen added. This presents a significant opportunity for Thai businesses to leverage conversational messaging and AI to enhance customer engagement and drive growth.
As the social commerce market in Thailand is projected to reach $2,554.9 million by 2025, the correlation between consumer communication behaviors and their purchasing methods on digital platforms is increasingly evident. Brands that can effectively harness these trends will be well-positioned to succeed.
In summary, both IdeasLabs and Infobip underscore the necessity for brands to adapt to the digital age by embracing innovative marketing strategies that prioritize consumer engagement through AI and conversational messaging. The future of marketing in Thailand looks promising, provided businesses remain agile and responsive to these evolving trends.
