โฆษณาดิจิทัล 2569 อาจติดลบครั้งแรกในรอบ 14 ปี เกิดอะไรกับวงการนี้ | Exclusive Interview EP.77

This year, the advertising industry, media, and entrepreneurs are all focused on a particular trend, though some may be disappointed as it might not be as glamorous as initially hoped, unless it concludes quickly. Skincare has consistently been a star product for years, a fact amplified by downturns in other sectors like automotive, where advertising revenue has seen a decline or stagnation. TikTok is no longer just a social media platform; it's a "super platform" encompassing social media, information, news, and music. Negative trends this year are attributed to several factors. Firstly, the current global situation, particularly the Middle East conflict, has created widespread anxiety and uncertainty about its duration and impact. Secondly, the digital advertising market has matured, leading to a large base from which growth rates naturally decrease. While digital advertising experienced double-digit growth even during COVID-19 due to its relatively small initial base and the influx of analysts with a digital mindset, it has now surpassed 30 billion baht in spending over the past few years. This large base means growth rates are naturally lower. Thirdly, brand structures have evolved, with a greater emphasis on balancing various media mixes. Despite initial concerns, there are positive signs. Last year was challenging, but this year began with renewed hope. While the Middle East conflict has had a significant impact, affecting logistics and energy prices across industries, the overall outlook is cautiously optimistic. The speaker believes this year might not be as glamorous as anticipated, but it won't necessarily be a downturn. The reported negative 0.3% figure is a partial view, as it only includes data from 27 agencies. The market is much more fragmented, with numerous local and international brands operating outside these agencies. The digital sector is considerably larger than initially estimated. While a 0.3% decrease is reported for the year, the total estimated figure for digital spending is around 32 billion baht, with the actual market potentially exceeding 50 billion baht when considering brands managed directly by SMEs, entrepreneurs, or agencies outside the collected data. Growth is expected, not due to fewer negative factors, but due to the sheer volume of brands. Industries will see varying growth rates. While some may decline, others will thrive. The overall platform revenue is expected to grow modestly. Skincare, in particular, remains a strong performer, driven by consumer interest in beauty, health, and wellness. This trend has expanded to a broader audience. Digital advertising facilitates the entire sales process, from awareness to purchase, all within a single platform, which is highly convenient. Promotions have become a significant focus across many industries post-COVID-19, as brands grapple with declining sales and purchasing power. However, a sole reliance on price competition is unsustainable, particularly against Chinese brands with lower cost structures. Long-term success hinges on effective media planning and communication strategies, balancing brand building with other aspects, rather than solely focusing on price. Consumer purchasing power and platform dynamics mean price will remain a factor, but the trend is slightly downward. Brands need to focus on their values and sustainability. Chinese brands are also increasingly engaging in marketing, though often through different channels. Their innovative technology and competitive pricing are key selling points. While some Chinese brands may have a fleeting presence, others are investing in marketing communications to reach consumers. This is evident in the widespread use of billboards and influencer reviews for cars, indicating a strategic media mix. Digital solutions are crucial for addressing credibility and brand image. The automotive industry, once a major advertiser, has seen a significant decline, with a double-digit negative forecast for this year. This is partly due to a shrinking pickup truck segment, driven by decreased purchasing power, and the disruption caused by Chinese EV brands. While these new entrants are increasing competition and potentially advertising spend, the overall market has shrunk. Chinese automotive brands are adopting a mixed media approach, utilizing influencer marketing and significant billboard placements to build brand confidence and visibility, especially given consumer uncertainty in Thailand. This approach acknowledges that the automotive consumer journey extends beyond online interactions, involving test drives and showroom experiences. Platforms like TikTok are increasingly important. While established platforms like Facebook, Instagram, YouTube, and Line still hold sway, others are emerging and fragmenting the audience. TikTok is described as a "super platform" that integrates social media, information, and shopping, offering a complete "full funnel" experience from brand discovery to purchase within a single app. This integrated approach is a significant driver of its growth. The skincare industry, in particular, has leveraged TikTok's capabilities for end-to-end marketing and sales. The key skill set for marketers today involves being a "jack of all trades" – possessing broad knowledge while also having deep expertise in specific areas to connect disparate information and develop effective strategies. Adaptability and staying abreast of trends are crucial for survival and success in the current dynamic market.