Mindshare: Segment media buying | Bangkok Post: business

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Mindshare: Segment media buying

Do not ignore mobile, digital platforms

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Effective communication should be designed to suit different customer groups using various media including the online platform, mobile phones and digital TV, says Mindshare Thailand, a global marketing and media agency. 

Managing director Nilufar Fowler said Thailand's media landscape is entering a dynamic phase. Brands and advertisers face challenges for media planning as consumer behaviour changes, so they need to adjust their communication strategies.

There are four key trends for Thai consumers in the next two years. First, the media landscape will be more fragmented by the influence of new media such as cable and satellite TV, as well as the upcoming terrestrial digital TV, she said.

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