Innovative Branding In Digital Space
The marketing landscape is changing with traditional mediums being challenged and new channels of communicating with customers appearing at an ever quickening rate. But how do you decide what’s best for your company? Director’s Jon Russell speaks with industry experts to see what we can expect.
Through its sheer user numbers the Internet has changed marketing in the 21st century. Though Thailand’s Internet penetration rate is just 25%, according to UN statistics, Internet in the country is buoyant, so says Dr Ian Fenwick, co-author of ‘DigiMarketing: The Essential Guide to New Media and Digital Marketing’: “Despite the figures Thailand is not as far behind as some think. Mobile penetration rates are high as is Internet usage in Bangkok.”
Statistics from mobile operator AIS show 12 million access the Internet through a mobile device in addition to 16 million fixed Internet users. These figures show a clear opportunity for building and maintaining brands online in Thailand.
In digital terms, Facebook is where the people are. The world’s leading social network has 350 million users, enough to make it the globe’s fifth most populous country. Though statistics show a relatively modest two million members are in Thailand, the country is Facebook’s second fastest growing market with user numbers increasing tenfold since January 2009.
“Last year was the year for Facebook in Thailand,” says Nathida Ratthanawut, co-founder of Marketing Oops, a Thai-language website focused on digital media and advertising news. “The growth of users has been phenomenal; everyone is focused on Facebook.”
Facebook is more than just the social network which connects friends, shares multimedia and increases communication. Its inner core is designed for business, putting advertisers and businesses right in front of potential audiences among Facebook’s millions of users.
On The Right Page
Creating a fan page is the logical first step to brand management on Facebook according to Elijah Bilotta, co-founder of Crème Creative, a newly opened social media agency in Bangkok. A fan page is a dedicated Facebook page which functions like a website allowing a company to post information and engage with consumers. Page visitors who like the brand or are interested in information can sign up to become fans, receiving information and often special offers, competitions or incentives to ensure they regularly visit the page.
“Fan numbers are very important,” continues Bilotta, who has been in Bangkok for four years. “A high number of fans gives a brand credibility and trust, while low numbers suggest the opposite.” With numbers generating an important way to display trust, a critical part of social networking credibility, recruiting fans is hugely important. They also help a brand company understand who its customers are too.
