Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, January 2022
Everything that has happened over two years of COVID-19 will have a long-term impact on business and as Thailand enters the third year, i-dac Bangkok’s Suchada Supakan examines four trends in marketing that brands should take note of .
This article summarises the insights from a series of key papers on social commerce in South-East Asia, which is thriving in a mobile-first consumer culture, including wider trends in social media and the rise of messaging apps as commercial platforms.
Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, December 2021
As COVID-19 continues to change the world, i-dac Bangkok’s Suchada Supakan explores Thai consumer behaviours and their relationship with content creators, while looking ahead at what’s next for influencer marketing in Thailand in 2022.
Moving into the 2021 holiday season, consumers are looking to experience elements of the traditional while leaning into their "new normal," and marketers have an opportunity to incorporate this shift into messaging, digital touchpoints, and in-person experiences, says Jay Choyce Tibbitts, Social Strategist, Deutsch NY.
In 1968, a programme printed for a Swedish exhibition of Andy Warhol’s work read: “In the future, everyone will be world-famous for 15 minutes.” But in today’s fragmented media environment, increasing numbers of ‘world-famous’ celebrities are only recognised by 15% or less of the world’s population. This has huge implications for brands and marketing, says Warwick Cairns.