Digital Marketing in Thailand

Digital marketing can encompass many different approaches, platforms and methods. Google ads and Google display ads, video advertising, Search Engine Marketing (SEM), SEO content marketing (paid, shared and owned), retargeting, analytics, data-led approaches and decision reorienting based on amalgamated reporting can all play a part in your digital marketing efforts.

As life nowadays tends to happen as much online as it does off, you need to be where your customers are, too. This means reaching them through means which are likely to foster engagement and activate a desire to take your intended action, be that a website visit, store purchase, mailing list signup or any other quantifiable ‘action’.

Whilst it is entirely possible to handle all of this yourself, significant amounts of your budget can be burned by leveraging approaches which are not optimal. For example, when using paid Google ads, you need to be careful how you set up your campaign, targeting and budgeting, as simply using the smart ad creator and going after broad keywords will likely result in large charges being made per click. Therefore, it is vital that keyword research is undertaken before commencement, and that all of your ad targeting filters are optimised around delivering good ROI on specific keywords and search strings which are affordable and likely to see you place well in resulting search return pages. Our standard ads management fee is 10% of your ads spend, and we always aim to make sure that this small commission earns its keep many, many times over.

In the context of a public relations program, this refers to aspects of our communications strategy which exist in the silo of largely “digital outbound” efforts, and are usually added supplementary to a fully integrated PR retainer agreement and services. You might consider Facebook paid boosts to be a type of digital marketing, for example, but in the context of a PR plan, this tends to specifically refer to Social Media Marketing, which is dealt with separately.

One of the key decisions you will need to make early on is what proportion of your overall PR budget you wish to allocate to your purely digital sales activities. Some, like the search engine optimisation of the content on your website, can be handled internally at no cost, or outsourced very cheaply. Others, such as monitoring analytics for the purposes of optimising inbound leads may be the work of several months, half-hour a day, or whatever is required. Some types, such as display ads and YouTube marketing, will require visual assets to be created which may have a cost attached if you do not have an in-house designer. We will always try and do this free for you, wherever possible.

Please reach out via the contact form, and we can run through some options with you. Our primary goal with all of the digital marketing areas we assist clients with is to get you the results you are seeking as affordably as possible, and we do this by minimising any waste in targeting and constantly monitor the results to ensure they are meeting your ROI objectives.

We could answer this in essence by simply stating ‘any business which trades online.’ The reality though is that a digital-first approach may not be the most cost-effective one for your business. Perhaps you serve clients within a very distinct and local catchment area; or you are focused on offering communications which emphasise an experiential journey, where customers cannot fully engage with your product via a digital storefront. For campaigns which are 100% (or close to) focused on leveraging media relationships and media organisations through editorials and product reviews, this may not necessarily play into your current mix at all. However, there is usually scope to augment, and it just depends on what product you have to offer and who you are trying to connect it to.

We are always interested to hear from clients who have tried to instigate their own digital marketing tactics and which may have not delivered the results they required. Perhaps people are visiting your website but not making purchases; or your paid links are getting clicks but the cost is ridiculous and your budget is being drained in minutes and you’re not sure why.

Please contact us and we will be happy to organise a video call with you to run through a selection of the available options. We hope to be able to give you some great suggestions of things you may not have thought of, or that will save a lot of cost from your monthly marketing budget.

With a standalone digital strategy, you may consider that trying each of the avenues that are available to you in turn is an effective way to begin; so if you’re unsure whether to go firstly with Google ads or Google display ads, video advertising or Search Engine Marketing (SEM), SEO & content marketing, or retargeting, analytics, or data-led approaches – pick a couple and try them. This sounds slightly flippant, but it is one of the things that will happen if you set out a budget and outsource the whole show to a digital marketing firm.

At Gemini, our specialisation is in melding your digital marketing strategy with our main PR endeavours so as to maximise budget inputs you are making elsewhere (i.e. non-digital-first channels). For example, we may jointly decide that the approach we will take will be to send out regular press releases as well as arranging for a series of thought leadership interviews for your marketing director. We may then expand that program by SEO-enriching those stories for use on your blog and how-to pages, whilst also taking key messages as the basis for a digital push marketing approach using Facebook ads or via Google display ads. It all depends on your overall objectives.