Mindshare Thailand, the leading marketing and media network reveals today about the opportunity to build a brand in time of decelerated economy. The task is to manage and analyze the big data into smart data. Brands must develop every campaign through every channel though they also have to concern about the audiences’ interest and gain their attention. This is the brands’ occasion to market themselves and make the consumers feel somehow they care about health.
Pathamawan Sathaporn – Managing Director, Mindshare, said that “the brand’s direction of marketing communication must be adapted to the change of consumers’ behavior including the new challenges such as the decelerated economy which can be an opportunity to drive the business in the positive way by managing the big data to smart data in order to analyses and modify the marketing communication and strategy.
Mindshare shared additional POV in 2015 as bellows;
- The advertisement industry will thrive at 4 to 7 percent.
- The prosperous platforms in the next year are still smartphone and TV (free TV, cable satellites, and digital TV)
- Digital TV is expected to be grown for 20 percent from the whole proportion of audiences
- The lifestyle of consumers is a ticket to multi-screens era. Brands must develop campaigns through many channels without clinging to television. Moreover, brand should pay attention to what they need, and gain their attention to make them stay.
- The importance of overviewing real-time data for adapting the information to consumer behavior; It implies that the target is noteworthy, and the intelligently usage of information and potential tools brings about the exceptional marketing result including the increase of the yield upon investment; which is the significant objective.
- The main factor, which impacts the consumer behavior in the next year, is still from technology, rapidness, diversity, and complication are the three demanded things from consumers; “Here” and “Now” is overrated. Again, these consumers will choose the sources of information by themselves.
Key impact and consumer trends are;
- Here | Now
- Choice | Choose
- Fact | Feel
- FOMO | JOMO
- I | They