GroupM, the global leader in media investment management, has recently launched its comprehensive guide titled ‘Thailand Digital Playbook 2025,’ aimed at helping marketers navigate the dynamically changing digital marketing arena. This innovative guide is the result of collaboration with four major agencies, including Mindshare, Essence MediaCom, Wavemaker, and TNP. It consolidates insights and trends pivotal for shaping digital marketing strategies in the upcoming years.
Patmawan Sathaporn, CEO of GroupM Thailand, emphasizes the significance of the Playbook, stating, "Thailand Digital Playbook 2025 serves as a compass to navigate opportunities amid challenges and create differentiation for victory on the digital battlefield." This sentiment reflects the growing complexity of the digital marketing environment, where marketers are encouraged to introspect and ask fundamental questions about consumer engagement and brand direction.
According to GroupM’s latest report, titled ‘This Year Next Year,’ digital advertising investments are projected to grow by 8% by 2025, bringing the total expenditure to over THB 140 billion. This remarkable growth forecasts digital marketing to make up 65% of Thailand's total advertising budget, significantly overshadowing traditional media spending, which stands at 24.4% for television and 8.4% for out-of-home advertising. The anticipated surge presents both substantial opportunities and intensified competition for marketers.
Nathaphat Rungniwat, Marketing and Development Manager at GroupM Thailand, noted, "The important concepts from 'Thailand Digital Playbook 2025' will reveal new opportunities and challenges in the Thai digital market, particularly employing AI technology to deepen consumer insights and create personalized experiences." This statement underlines the need for marketers to explore AI-driven tools to enrich their consumer engagement strategies.
The Playbook is structured around four main chapters: the challenges of comprehending the Thai consumer, strategies for elevaging digital marketing efforts, creating exceptional customer experiences, and planning for sustainable marketing futures. Each segment offers actionable insights and practical strategies, aimed at facilitating marketers’ adaptation to rapidly shifting consumer landscapes.
The first chapter delves deep and acknowledges the volatility of the economy and consumer confidence, yet stresses the central role of technology as the driving force behind marketing initiatives. Consumer data analytics are deemed pivotal for success. The second chapter points out the necessity for marketers to innovate and integrate their strategies within various platforms to meet the changing consumer behavior effectively. The findings from the GroupM Consumer Eyes survey reveal alarming statistics: 79% of Thai consumers actively attempt to avoid ads. This emphasizes the need for centering marketing strategies around the customer and employing precise targeting to engender engagement and favorable outcomes.
The third chapter focuses on crafting remarkable customer experiences. Employing modern marketing tools—like AI, omnichannel marketing, influencer partnerships, and data utilization—can significantly augment conversion rates and brand loyalty. Meanwhile, the final chapter discusses the vision of future marketing, highlighting the importance of accessible, reliable communication, and the adoption of eco-friendly media technologies as components of a socially responsible marketing strategy.
Marketers are reminded to utilize diversified media channels effectively to reach consumers and create impactful business results. While digital media is increasingly important, traditional media still possesses its unique role. The key to attaining holistic outreach lies in the strategic combination of various channels.
With the Thailand Digital Playbook 2025, marketers have access to actionable strategies and insight virtues necessary for succeeding amid competition and maintaining relevance. For those wishing to explore the Playbook, it is available for download at Thailand Digital Playbook 2025.
