Digital media are the most powerful marketing tool for consumers to make a last-minute buying decision on beauty and technology products, according to a study by marketing consultancy firm IPG Mediabrands.
The proliferation of digital media has caused consumer behaviour to change dramatically over the past few years. Consumers, especially teenagers, are familiar with online technology and high-tech gadgets including smartphones.
Beauty and technology operators have been spending up to 10 billion baht a year on advertising, often via online channels, said Khanokkhan Prajongsangsri, business director of IPG.
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