Peter De Maeyer, Ph.D., for providing me with tremendous information, insightful feedback and support throughout the process of contributing this thematic paper. My heartfelt thanks go to all my marketing and management professors who contributed to my growth and learning curve to enable me to use my previous learned knowledge and apply it to my thematic paper. Furthermore, I would like to express my heartfelt thanks to my generous interviewees for their time in answering my questions.
My sincere thanks also go to my parents, who always give strong encouragement; without them none of this would really happen. Finally, I would like to thank the Lumyai Team (Winda P., Natthatida K., Treewimon S., Supachai R., Puiki H.) for being such a good friend and team member who support each other since the beginning. the beginning of my Master's life until the last day in this college and of course to share laughter and joy. This research will explore the best practice of digital advertising platform used by advertisers in Thailand to increase awareness, strengthen relationships with existing customers as well as acquire more new customers, increase sales revenue and to be able to create effective digital marketing strategies. .
Qualitative research methodology was chosen in this research by collecting through personal interviews with participants in different fields of work, including digital advertising planners, digital marketers and online store owners. Undoubtedly, the interviewees are Internet users and experienced in digital platforms and online channels. Interestingly, the display ad network was frequently mentioned by interviewees stating that this platform could be popular among advertisers in the near future.
KPI Key Performance Indicator ROI Return of Investment SEM Search Engine Marketing SEO Search Engine Optimization.
INTRODUCTION
- Background and Problem Statement
- Rationale for Choosing This Topic
- Research Question
- Objective
- Scope of Study
- Digital Advertising
- Digital Advertising Platforms
- YouTube
- Display Ad
- Social
- Search Ad
- Online Video
- LINE
- Native Ad
- Instant Messaging
- Others
- Marketing Communication Strategy
- Attention
- Interest
- Desire
- Action
- Trend of Digital Advertising
- Research Methodology
- Research Design
- Rationale for Selecting the Chosen Methodology
- Data Collection Methodology
- Lists of Interview Questions
- Lists of Interviewees
Digital advertising benefits advertisers every day by increasing engagement and loyalty, creating new wishes and demand and keeping the cash register ringing. This could be the reason why digital advertising has emerged and is gradually being used throughout the market. However, within various digital advertising platforms, this platform is considered the most effective tool to achieve the business goal for advertisers.
Therefore, my work experience would definitely be helpful in conducting the research based on the existing research in an attempt to find the best solution for digital advertising. Proper selection of digital advertising platforms can help the organization achieve the business goal set efficiently. This research aims to find the recommendations of digital advertising platforms that help advertisers achieve their business goal or KPI.
The scope of the study is focused on the digital advertising platforms, the advantages and disadvantages of the individual platforms and the reason why the platforms in question have been chosen to deliver the advertising campaign. In this case, it will specifically apply to several case studies related to digital advertising agency. Therefore, this chapter will provide the definition of digital advertising, digital advertising platforms, a marketing communication strategy application and the trend of digital advertising in Thailand.
Unlike traditional advertising, digital advertising is more universal and flexible, allowing you to promote the brand on the channels your buyers frequent through text, images, video and more (Ingenioussem, 2017). Digital advertising also allows marketers and advertisers to reach and engage their core audiences in new ways and with more precision (Marketo, 2016). In Thailand, Facebook ads, including display and video formats, dominate digital advertising platforms at 28% (DAAT, 2017).
Similar to Thailand's digital advertising spending forecast by DAAT 2016 data, native ads appear to be growing with the largest ratio of 92%, followed by Instagram with a ratio of 72%. In order to answer the research question about the best practices of the digital advertising platforms, the qualitative research will be selected as it can provide in-depth information. The rest of them are online shopping store owners who usually choose digital advertising platforms to promote their store through various channels.
As mentioned earlier, the data will be collected from different perspectives, including marketing managers, digital ad planners and online shopping store owners. The interview questions consist of 10 questions aimed at finding out which digital advertising platforms are/are the most used and the effectiveness of using each platform.
RESEARCH FINDING
- Research Finding
- The Best Practice Platforms
- Number of Platform Selections
- Reasons for choosing Digital Advertising Platforms
- Recommendation from Advertisers
- Discussion
- Recommendation
- Conclusion
Advertisers can choose the information or data they want to display in the report. Advertisers can see the performance of the campaign through the report and predict the budget spent on the campaign. Therefore, it is good for advertisers to run the AB test on the campaign and allocate the budget for the best performance.
By reading comments, advertisers can also immediately know the feedback of the campaign. Available: http://www.nationmultimedia.com/business/Thailand-is-still- number-one-for-YouTube-viewers-i-30297423.html. Available: http://www.forbes.com/sites/forbesinsights//09/05/group-danone-not-digital-marketing-but-marketing-in-a-digital-era/.
Available: https://blog.marketo.com/2015/11/join-the-big-league-7-reason-to-go-digital-with-your-advertising.html. Available: https://www.clickz.com/best-practices-for-digital-marketing-in-2017-how-to-take-advantage-of-the-latest-trends/111441/.
