This latest round of Covid-19 epidemic situation is different from the wave 3 epidemic that has slowed ad spending because it still can’t find a way to use it in any direction. But this time, the advertising spending is more active. This may be because they are more adaptable and the business sector understands how to spend their budget on advertising channels that they are interested in.
However, the MI Group has predicted that This year’s advertising media spending is likely to grow by 12%, which is 84,000 million baht (compared to 2021, which is 75 billion baht) from the current situation where most people have received 2 injections of vaccines and more than 30% have received them. Vaccinated with booster (3 needles)
together with various environmental factors As a result of people’s desire to return to normal life after more than two years of holding back, business operators need to stimulate the market. to compete for money The purchasing power of most consumers is limited.
The industries of goods and services that are likely to be particularly active this year are
- Cars, especially electric vehicles (BEVs), are becoming more attractive. because it benefits from government subsidy measures and historically high fuel prices during this period
- motorcycle from the situation that began to relax Many businesses and services have resumed their operations. along with some of the workers returning to their domicile Motorcycles are therefore an essential tool for living in a stagnant economy.
- Businesses and services that are in line with the new way, E-Market Place, Delivery Service, Health & Hygienic Care that most people have adapted and paid more attention from the Covid situation to become normal lifestyle behaviors.
- Non-alcohol beverages, especially Functional Drinks/ Healthy Drinks and Innovative Drinks or innovative beverages such as cannabis beverages.
- Businesses related to beauty and health Skin Care Products, Beauty Clinic When going out and living life began to return to normal The beauty that has been neglected and overlooked in the past 1-2 years has to take more care and attention.
- Loans, especially personal loans Many financial institutions will ease the austerity and lend more. According to the situation that the Thai economy has hopes to recover. The trend will be digital loans. that makes it easier to reach customers in each locality
- investment choice A new form of speculation Crypto Coin Trading Platform, Networking and Online Dealer (Drop ship)
- Other products and services related to life, such as restaurants, clothing, apparel
MI Group also predicted that Behavior of Thai consumers and the scene of the advertising media industry marketing communication will change continuously And this year, we see a clear picture in many issues such as
- Television Advertising (Broadcast TV) The proportion of advertising spending will drop below 50% for the first year (or about 40,000 million baht), but still remains the number one main media.
- Digital Media (Online) and Out of Home (OOH) There will be an increase in proportion of 32% and 13% respectively, especially out of home media. Which has shrunk in the past 2 years from the Covid-19 crisis, with the total budget of these 2 main media higher than 38 billion baht.
- Digital Media (Online) which has been growing continuously for many years and in 2022 is expected to continue to grow by 16% or at 27,000 baht
In addition, the MI Group analyzes that it will come from KOLs (Influencers), which are constantly popular. And tend to be used as a marketing communication tool in a variety of businesses, with KOLs (Influencers) having the share of digital media (Online) advertising spending, ranked third after Facebook and YouTube. is a group related to finance New investment and speculation or that began to be widely known as FIN-fluencers (which are derived from Finance + Influencers) from the influence and trend of new investments. Especially with the new generation, such as trading crypto coins, trading SET shares, NFT, etc.
An Introduction to Marketing Planning In this year’s marketing communications, MI Group’s main comments and recommendations are as follows:
1. Performance Media (Performance Marketing Communication)
Necessity of Marketing Communication Tools where performance must be clearly measured (such as the reaction of the target audience to the brand, sales, etc.). Not only Social Media can be measured or Performance Media, traditional media such as TV or Out of Home can also be measured. If the steps are well planned from the beginning to increase the chances of generating sales
2. Data Driven For Marketing Technology
Proper and systematic storage of customer data can be used to analyze problems and opportunities to be used to formulate sustainable business strategies It’s something that has to be done since yesterday. And used with marketing tools (Marketing Technology) that results in better efficiency, more accuracy, less time.
in line with today’s consumer behavior that is more diverse (Fragmented Audiences Personalized Marketing) or “using marketing tools to help with the information collected Communicate with your target audience instantly, knowing your heart, liking and getting your heart.
3. Metaverse/ Cryptocurrency/ NFT, all you need to know – but you don’t need to do all
Follow and analyze trends in new topics in a comprehensive manner. You don’t have to seize every opportunity. or ride every stream Because that can lead us to waste resources without any benefit in return.
but it’s about Gamers are already familiar with the virtual gaming experience. But it became hot and widely discussed after Mark Zuckerberg announced his vision and changed the organization name from Facebook to Meta.
In which, if studied in detail, Metaverse is still in its very early stage (Metaverse is still in its infancy), still need to follow a clearer direction and development of Technology & Infrastructure. So how do we conclude that our business or services will create opportunities and sustain in this new ecosystem?
But if you just want to take advantage of this trend to create color for our business or brand It can be done if there are interesting ideas. By considering the resources invested and the expected results are worth it or not.
Changing media viewing behavior
From the table, it is a comparison of ad spending from the pre-Covid period. It is found that TV media that is popular with consumers has shifted to the online segment that has grown from spending more money.
If the ad spending is sorted on which channel the most, it is still online media, out of home (OOH) media and TV media, respectively, because these three advertising media are still considered channels that reach consumers and gain always popular
