Technology development and expansion of digital media Influence the "consumer" behavior of all ages to access information widely at any time.
As a result, "media" has to adapt to the "consumer" in the multi-channel content and "brand" to see sales results.
Director, Media Agency and Media Business of Thailand (MAAT) and Chief Executive Officer IPG Media Brand Strategy and Innovation Group Said the behavior Consumers are multi-channel media in the digital age. Media industry trends have entered the data intelligence era, "data" applications through online media. Can be used to analyze consumer behavior. To plan communication "reach" the target audience precisely. To make more investment in the media.
Traditionally, consumer behavior is not complicated. Consumer access is "easy" because there are only a few. The TV has a few channels. Nowadays, there is "digital media" that constantly extends the platform. Consumers' behavior in selective media is different and different in each age. Both offline and online media.
Media planning to reach consumers today. Must be mixed media format "Omni. "The media of the target audience.
"The role of each media to reach consumers is different. Find out where your character is at any point. To meet consumer demand. Each type of media business moves ahead with changes in technology and consumer behavior. "
So the media business trend this year. It is driven by 4 trends in the Data Intelligence era.
1. Total Screens Planning – Now, each "screen" will play a different role. Some target groups May start communication. "Banner" is the first "TV screen".
With more than 60% of Thai population accessing the Internet, and with mobile content, content and content first (Mobile First), there is a mix of cross-media and cross-media. Targeted access to the data to analyze the path. For efficiency and budget.
"Believe that every medium is important. But to find that the role of the media to address any target. For media planning purposes, reach the target audience. "
2.Content Science Starting with the use of Big Data and methods to reach the target audience and measure clearly.
Original creative work It focuses on creativity alone. The heart is Data Intelligence. Everything can be analyzed. To create content Platform communication Consumerism And the appropriate time to offer.
"It's not just about art. But it is a matter of psychology. To reach a target audience that is important to the brand. Sometimes the same story But communicate with different target groups. It gives a different feeling. It's information that the brand can understand from the data. And to choose content to communicate more to the target audience. "
In addition, the "platform" to be used to communicate with the target audience at this time. It can be divided into "generation" or age. To choose the media and the screen is different, as well as the "design" that is appropriate to use.
"Gen Z and Gen Y, There are two media outlets, both TV and digital media. The ability to manage time well. So TV media must understand this behavior. And bring content right at the right time to see what the minute. Will use TV media. And the time has come for the digital platform. "
As Jane More digital media is being used, and the boomers are also engaging in media, TV and print. Like the paper media. But start active in online design simple. Always use desktop over mobile.
"The key to creating content. Is a data analysis To anticipate consumer insights and media planning.
3. Internet of Things This is the era where not only humans can use the Internet. Next, things. I can use the Internet and can communicate with each other as well.
Currently, 99% of the items can not talk to us, but in 2021, there will be 46,000 million items to talk to. When the device is used in everyday life. Can communicate with the consumer more. So, communication and content. Must adjust according to technology.
IOT is a new channel that "media" can be used as a content delivery tool, especially for media owners who can integrate content through technology and devices. To meet the convenience and usability of consumers. A combination of "eCommerce content and iT"
4.Omni Channel Retailing The mix of channels started with "Omni Media", based on consumer behavior, multi-media channels.
But what will be evident this year is the "mixed retail" both offline and online. For consumers today. I do not know where to buy the product. But buy from the channel to meet the need to buy both convenience and good deals. Thais who use 50% smartphones start shopping online. The trend is increasing.
So "media" must act more than reach consumers by "every media" becomes a sales channel. And must act to the point of "closed sales" because today's e-commerce platform is ready. Consumers' behaviors are more popular than online spending.
Trends are happening today. Not just a media modification. But it's a business model that needs to link all the data together. Original media brings the consumer to the store. The next step is to take the money. This is another measure of media efficiency.
Bangkok Business News
