Social networking is playing a key role in the development of Thailand's digital marketing industry and the emergence of social business models.
It is also transforming opportunities for local businesses and international players looking to access 67-million-plus consumers, says ReadyPlanet, Thailand's leading digital agency.
According to a report of the Digital Advertising Association (Thailand), the country has 44.6 million mobile internet users.
In June 2014, the number of Facebook users in Thailand stood at 30 million, plus 4.5 million Twitter accounts and 1.7 million Instagrammers.
As of September 2014, Thailand had 33 million Line users, good for No.2 in the world.
"Digital technology, mobile and social media will become strategic tools for industry game-changers," said Songyot Kanthamanon, chief executive and founder of ReadyPlanet.
Applying creative marketing to social media and mobile apps will breed an exciting new "sharing economy", encompassing a broad range of activities such as worker cooperatives, neighbourhood car-sharing programmes and community gardens.
Mr Songyot urged existing traditional service providers to embrace digital technology and devise new business models and offerings to better meet customer requirements.
Apart from the sharing economy, the Internet of Things is another emerging trend to demonstrate the power of wearable devices and sensor technology. Forecasts call for 75 billion devices worldwide to be connected by 2020.
Mobile wallet, designed to aggregate and manage commerce on-the-go, will be another game-changer in 2015, Mr Songyot said.
Apply Pay and Google Wallet are mobile payment services used by smartphones. Global mobile payments are estimated to reach US$117 billion by 2017.
Mr Songyot said the increasing use of digital streaming technology would transform the local broadcasting and streaming video markets.
Technologies like iBeacon, a location-based mobile app, will play a role at department stores as the future of marketing, changing the way retailers and brands reach consumers.
The app lets department stores and other retail outlets push customised and targeted digital ads to shoppers' devices as they walk around the floor.
"Mobile apps and services are changing the game for digital marketing and increasing online and mobile ad spending," Mr Songyot said.
By 2019, 50-75% of total marketing budget will go to digital.
Brand owners and advertisers can use digital technology to engage customers and reach them through new channels.
The Digital Advertising Association expects Thailand's digital spending to have reached 5.8 billion baht in 2014, up 38% from 2013.
Mobile marketing is forecast to account for 2% of total digital spending.