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Top 7 Insights in Thailand Digital Marketing

AJ Marketing - Top 7 Insights in Thailand Digital Marketing

Thailand's digital world is booming, and it's all happening on mobile devices! With the Thai digital audience being so active online, it's no surprise that more than 50% of internet users research brands before buying. They're also clicking on banner ads, visiting brand websites, and tapping on social media ads.

AJ Marketing - Top 7 Insights in Thailand Digital Marketing - Engagement with Digital Marketing in Thailand in 2023

But with the digital advertising landscape in Thailand constantly changing, it's crucial for marketers to keep their finger on the pulse of the industry. That's why we've done some research and had a chat with some Thai marketers to bring you five insights and predictions for the future of digital marketing in Thailand.

Thailand Digital Marketing in the Future ⬇️

1. Blurring Lines Between Online and Offline in Thailand

AJ Marketing - Top 7 Insights in Thailand Digital Marketing- 1. Blurring Lines Between Online and Offline in Thailand

As you walk through a Thai brand or agency, you will notice that most still have clear divisions between online and offline marketing efforts. Many companies have different teams for traditional and digital marketing functions, such as buyers, planners, and creatives. Often, campaigns are first developed from a traditional marketing standpoint, and then later adapted for digital channels. However, with the increasing integration of digital into everyday life, this divide is likely to become less distinct.

As technology becomes increasingly integrated into daily life, the lines separating online and offline marketing are beginning to blur. In Thailand, where more than 77% of the population is online, companies can no longer afford to consider digital marketing as a niche strategy. Instead, it should be at the core of all marketing efforts.

How we see the future

To stay competitive, businesses in Thailand need to reevaluate their organizational structures and strategies to better understand and address non-linear customer journeys. This may require partnering with, acquiring, or expanding digital agencies to provide a more holistic approach.

Additionally, companies should consider the needs of customers at each stage of their journey and determine the most effective methods for engagement. Traditional-only or digital-only agencies may struggle to meet the complete needs of clients in this environment.

2. Thailand Brands Rethinking Mobile Web Strategies

AJ Marketing - Top 7 Insights in Thailand Digital Marketing - 2. Thailand Brands Rethinking Mobile Web

In Thailand, where 98.1% of internet users use smartphones, brands have often focused on creating apps as a way to connect with their customers. However, our research shows that app fatigue is a growing issue, with a 7.2% decrease in the total number of mobile app downloads in 2022, or a negative 177 million downloads. These statistics, combined with the high cost of app development, make mobile web a top priority for marketers.

Luckily, advancements in mobile web technology now allow for engaging interfaces and functions that are similar to apps, often at a faster speed. Brands can consider using Progressive Web Apps (PWAs) for a cost-effective app experience without the need for installation, or Accelerated Mobile Pages (AMPs) for almost instant mobile web page loading.

How we see the future

Brands will need to reconsider their mobile strategies and prioritize mobile web. PWAs and AMPs will become vital in customer acquisition, retention, and engagement. Meanwhile, native mobile apps will still be important for certain services, such as payments and gaming.

3. Personalized Automation Powered by Machine Learning

AJ Marketing - Top 7 Insights in Thailand Digital Marketing - 3. Personalized Automation Powered by Machine Learning

Machine learning will become an increasingly important tool for brands in Thailand, as it allows for the creation of personalized experiences that meet the high expectations of consumers. Machine learning can also help brands to better understand and segment their audience, leading to more effective and targeted marketing campaigns.

We will see machine learning integrated into various technologies such as chat apps, digital assistants, and natural language and image processing. This will result in the development of hyper personalized experiences, as customers expect to receive individualized, contextualized, and useful information from brands.

How we see the future

Brands will need to use machine learning to personalize every aspect of their campaigns and messaging, from websites to email communication. Brands will need to stay ahead of the game and use machine learning to accurately target and individualize their marketing efforts in order to stand out in a crowded and competitive market.

4. Omnichannel Commerce Through Digital Payments

AJ Marketing - Top 7 Insights in Thailand Digital Marketing - 4. Omnichannel Commerce Through Digital Payments

Thailand has seen a significant growth in e-commerce in recent years, with more and more consumers using their smartphones to shop online. However, the low rate of credit card penetration in the country (just 5.7%) has made it difficult for users to complete purchases online, as most rely on traditional bank transfers which can be insecure.

The introduction of Prompt Pay is expected to change this, making cashless payments more accessible to the general public and paving the way for a more omni-channel commerce society.

How we see the future

As payment barriers are dismantled, businesses that previously were hesitant to digitize due to these barriers will be more likely to make the transition to e-commerce. E-commerce businesses will also be able to expand their services and use their websites as digital showrooms, allowing consumers to browse, try, and buy products easily.

5. Improved Key Metrics by Thailand Brands

AJ Marketing - Top 7 Insights in Thailand Digital Marketing - 5. Improved Key Metrics by Thailand Brands

In the coming years, there will be a shift in the way brands measure the effectiveness of their marketing campaigns. Rather than focusing on individual metrics such as view-through rates, clicks-to-call, impressions, and viewability, there will be a greater emphasis on understanding the impact of marketing strategies on business objectives.

This will involve tracking and analyzing data across all channels and stages of the customer journey, including both online and offline interactions. Brands will aim to understand how marketing efforts influence customers' decisions to purchase, whether it be in store or online.

How we see the future

Marketing strategies will be evaluated in terms of their impact on business objectives, rather than just broad and superficial metrics. Data scientists and data analytics firms will be in high demand as marketers seek to optimize their campaigns and better understand their target audience. Analysts will play a more important role in marketing, helping to optimize campaigns and align them with business objectives.

6. Continued Growth of E-Commerce in Thailand

E-commerce in Thailand has grown significantly in recent years, with many businesses in the country now offering their products or services online. The increasing use of mobile devices and the convenience of online shopping have contributed to the growth of e-commerce in Thailand. E-commerce is expected to continue to grow in the future as more consumers in Thailand embrace online shopping and as businesses increasingly recognize the benefits of reaching customers through the internet.

How we see the future

As a result, businesses in Thailand will need to prioritize digital marketing strategies that effectively reach and convert online consumers. This could include using social media and influencer marketing to promote products and engaging in search engine optimization to improve the visibility of their websites.

7. Greater Focus on Customer Experience

AJ Marketing - Top 7 Insights in Thailand Digital Marketing - 7. Greater Focus on Customer Experience

Some businesses in Thailand may prioritize customer experience and work to deliver a high level of service and convenience, while others may not place as much emphasis on this aspect of their business. Ultimately, the state of customer experience in Thailand is likely to be a combination of both positive and negative experiences, with some businesses excelling in this area and others falling short. Some factors that may impact customer experience in Thailand include the level of service provided, the convenience of the purchasing process, and the availability of options such as returns or exchanges.

How we see the future

As competition in the online space increases, businesses in Thailand will need to differentiate themselves by offering a superior customer experience. This could involve using customer data and insights to personalize marketing efforts and improve the customer journey, as well as using technology such as chatbots and live chat to provide timely and convenient customer support.


As the marketing landscape in Thailand continues to evolve, it is important for brands and agencies to be proactive in adapting to new trends and technologies. By staying agile and considering how these Thailand digital marketing trends can benefit your business, you can position yourself ahead of the curve and set yourself up for success.

It is clear that the future of marketing in Thailand is full of exciting opportunities, and with the right approach, your brand or agency can thrive in this dynamic environment.

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