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Digital Marketing in Thailand


There are approximately 2.9 billion web users globally, making Internet use has become a mainstream activity worldwide (Brand. 2015). Digital marketing can be divided into six main categories: pay per click (PPC), digital display advertising (DDA), email marketing, social media marketing (SMM), mobile marketing and search engine optimization (Dodson. 2016).

Many people enter the digital marketing world using low cost / free service to create blogs, websites, social media profiles without understanding how these technologies work. Much of this effort is wasted and does not motivate visitors to become customers. Digital marketing, however, requires an understanding of how customers behave online in order achieve effective results (Dodson. 2016).

One main key principle in digital marketing is that whenever any ad is published, there should be mechanisms in place to collect data on how customers interact with the content. This provides an important and accurate basis for comparing user / customer response to that other campaigns and to emerging data trends. This knowledge produces a measure of the effectiveness and efficiency of online advertising (Dodson. 2016).

In 2015 Thailand had over 38 million Internet users, which is almost 20 million Internet users more than in 2010. Source: (Nectec. 2016). 21 million Thai use the Internet to access social media and 10 million use Google for general search (Start PR. 2016).

Currently, 82.1 % of Internet users in Thailand use smartphones 5.7 hours per day on average. The desktop computer was second popular with 54.7 % of Internet users on 5.4 hours a day on average. Then came laptop computers 45.2 % and 5 hours a day on average. 21.1 % of Internet user in Thailand use tablet computers, 3.8 hours a day on average (ETDA. 2016).

The figure shows the expected growth in the mobile / smartphone industry. In 2014 mobile Internet usage surpassed desktop Internet usage. If the same trend continues 2021 by the world has 6.4 billion smartphones. The largest increase is expected in Asia (Dodson. 2016).


Source: Dodson. (2016).

Future customers are literally around the corner, and mobile communications can get them to the shop door regardless of whether the shop is physical or web-based. In fact, four in five consumers use search engines to find products, services, or experiences nearby and this trend is increasing with the growth of mobile web services and apps. By understanding the mobile consumer and the challenges and opportunities of the new mobile landscape, advertisers can better prepare mobile marketing strategy for the company.


Dodson, I. (2016). The Art of Digital Marketing. John Wiley & Sons, Inc., Hoboken, New Jersey

ETDA. (2016). http://unctad.org

Star PR. (2016). http://starpr.co.th

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