Online media spending by some corporations this year may be shifting away from social media giants towards other platforms that are lower cost and offer measurement and cost effectiveness, according to Real Smart, a marketing tech solutions provider.
The company indicated social listening and data-driven approaches are now the core strategies for all firms -- even small and medium-sized enterprises (SMEs) -- for business growth capitalising on marketing tech tools.
"Consumption via online channel has been increasingly growing in line with the new economy but ad spending via giant platforms, such as Facebook, is now shifting towards TikTok or Line, which offer cheaper cost," said Ukit Tangsubkul, co-chief executive of Real Smart.
He said businesses cannot count on old marketing tools or strategies due to a change in the business landscape and marketing channels. Customers are now heavily engaged in the online world with people spending an average of seven hours a day online globally, while online users in Thailand spend more time online a day than the global average.
Real Smart yesterday launched a real-time data centre and real-time data platform as tools for businesses to deal with complicated data management and customer demand.
"Real-time data centre and real-time data platform are developed to facilitate enterprise customers leveraging insight data and dealing with brand protection and crisis management in line with digital strategy," said Mr Ukit.
Real-time data centre is contributed by a variety of real-time data resources including paid, owned, and earned data which is systematically stored and developed for utilisation as marketing tech tools, he said.
The real-time data platform is supported by software involving real research, surveys, social listening, trends and social engagement.
The platform helps generate a broad range of services, including insight data, digital communication, digital content, data analytics, brand protection and crisis management.
The services can benefit all levels of employee within organisations, ranging from management to customer relations.
Real Smart, Mr Ukit said, targets 30% growth for its digital agency business this year, driven by the latest marketing tool solutions.
Real Smart was established in December last year through the merger of Saenruk Innovation and Minted Digital Agency, two leading digital communications agencies.
Phukij Dhittaranon, co-chief executive of Real Smart, said the merger brought together market-leading expertise in comprehensive digital marketing communications solutions from the two firms.
Real Smart aims to become what is referred to as "the first digital super agency" in Thailand.
