What is digital marketing and why is it so popular?

Young people are already digital media consumers in a big way. The skills they are developing may be put to good use in the new field of digital marketing.

There are very good job opportunities in digital marketing, giving young people a chance to put their computer and social media skills to productive use.

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What is digital marketing and why is it so popular?

Mark McDowell

A career in digital marketing is one of the most promising careers to be in today. In fact, it has so much opportunity; companies in Thailand are struggling to find “Digital Marketers” in top companies as a result of Thailand not having enough talent.
But why is digital marketing so popular in many countries including Thailand? Because we now live in a world where our attention and time is spent within a device. A device would be your phone, computer or tablet. Devices have become a very important part of our lives where we:
1. Conduct our work
2. Communicate with our friends/family and,
3. Putting our attention to content on our phones and computers..
But, what is digital marketing?

Digital marketing is the act of using digital mediums such as Facebook pages, Google search results and content for businesses to reach their current or prospective customers. Basically, the act of businesses promoting themselves online.
Why is Digital Marketing so Popular?
The basics of online marketing can start with the 4Ps:

The place to be for many advertisers now is online because that is where the audience is.

 (The 4Ps is a framework to help plan a business’s product or service offering).
•    Product
•    Price
•    Place
•    Promotional Strategy
“Product” as in what product or service are you selling;
“Price” as in what price are you selling the product or service for;
“Promotional Strategy” as in what is the best way to communicate the benefits of your product or service to your customers and;
“Place” as in what is the best channel to distribute your product or service to reach your customers.
Digital Marketing is popular and growing because businesses have identified that “Place” or the best channel to distribute their product or service, is online. Spending on digital advertising continues to grow every year. Digital advertising spending in Thailand increased by 17% in 2016 to reach 9,477 million baht. It is forecasted that by the end of 2017 it will increase by 24%. Companies are seeing the value of advertising online because Thai’s are one of the most digitally active in Asia. If companies are to get in front of their customers, they need to do so digitally.
A few facts about Thai online consumers:
•    There are 38 million active social media users (56% of the population in Thailand)
•    64% of Thailand’s population owns a smartphone
•    Thai’s spend an average of 3 hours and 53 minutes on the Internet via their phones daily
The advantage of digital marketing vs. traditional marketing is big. Online marketing channels can consist of advertising on Google, Facebook or other websites. Traditional marketing channels could be advertising on billboards, newspapers, radio and magazines. Think about the BTS in Bangkok. You’ll notice a lot of banner or print advertising.
On the side of the train, inside the train, at the stations, on the TVs in each carriage. Businesses pay for advertising to reach the large number of people that travel using the BTS everyday.  Which is fine, and is still a good way for some businesses to promote their product. The BTS most likely provide statistics of foot traffic through each station today to provide a guess as to how many people may see the advertising at each station and train. In fact there is no way to measure how many people actually looked or engaged with the advertising.
This means there is no way of proving a return on investment (ROI) with 100% accuracy. A positive ROI is the concept of getting more profit back then you invested.  If you invest 100 Million THB in BTS adverts how do you know that those ads had any effect on your profit at all? You might see your business get busier and at the end of the month or you see an increase in revenue.
But do you know for sure that is because of your BTS adverts?  The answer is no, we can only make logical guesses. This is why Digital Marketing is becoming so popular. With online marketing channels you can track and definitively measure how much return you get for your investment.  This makes it very attractive for businesses in Thailand as they know the results for each Baht invested. If, as a business, I know that I can spend 1 million THB on online ads and I will receive 2 million THB in return.  That is a good business decision!

No one needs to tell youngsters to start young with digital media.

Digital Marketing Opportunities for You?
As Thailand has a very high digital consumption, for example, a lot of us spend a large amount of time on our phones and computers. This compared to the amount of money companies in Thailand are spending on online platforms and channels, is a lot less. This means that there will be a lot more money invested in the digital landscape to catch up with consumption.
This means that there are also not enough digital marketing staff in Thailand to cover the current demand. Thai businesses are very aware of online marketing and are investing more year on year into online advertising.If you’re thinking about Digital Marketing as a career, there is a massive opportunity available.
To be qualified and attractive to companies looking to hire digital marketing staff you’re looking to not only have the basics with using a computer such as MS Office, but also to be familiar with some of the most used and basic tools related to digital marketing.
A great place to start would be to start your own blog or your own website which we’ll cover in our next series.


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  • accuracy: the state of being exact or correct; the ability to do something skilfully without making mistakes - ความแม่นยำ
  • advantage: a benefit; a good feature or quality that something has - เป็นประโยชน์, เป็นคุณ, เป็นผลดี
  • advertising: telling the public about a product or a service, political candidate, etc. in order to encourage people to buy, use or support it - การโฆษณา
  • attractive: having features or qualities that make something seem interesting and worth having - น่าดึงดูด
  • aware (adj): knowing that something exists, or to have knowledge or experience of a particular thing - ทราบ, รับรู้
  • banner (noun): a wide piece of cloth (or internet space) with a message on it - แถบผ้า ป้าย
  • benefits (nound): advantages you get from a situation; helpful or good effects, or things intended to help - ผลประโยชน์, ข้อได้เปรียบ, ผลดี
  • billboard: a large board on the outside of a building or at the side of the road, used for putting advertisements on - ป้ายหรือกระดานใช้สำหรับโฆษณา
  • career: a job or series of related jobs that you do, especially a profession that you spend a lot of your working life in - อาชีพ
  • carriage: one of the vehicles that are joined together to make a train - ตู้โดยสาร
  • channel: a way of communicating with people or getting something done - ช่องทาง
  • concept: an idea of something that exists; an idea for something new - ความคิด, กรอบความคิด
  • conduct: to do something in an organised way; to carry out — - ลงมือทำ, ดำเนิน, ปฏิบัติ
  • consist of: to be made of or formed from something - ประกอบด้วย
  • consumption: using, eating or drinking something - การบริโภค
  • currently: at this time; now - ในปัจจุบัน
  • definitively (adv): finally; in a way that cannot be changed or challenged - อย่างแน่นอน, อย่างท้ายที่สุด, อย่างไม่เปลี่ยนแปลง
  • demand: the amount of a product or service that people want - ความต้องการ
  • distribute: to give something out to many different places - แจกจ่าย
  • engage with: to make an effort to understand and deal with someone or something - ประสานกับ, มีส่วนร่วมใน
  • forecast (verb): to say what you think will happen in the future based on information that you have now - ทำนาย, ทาย, พยากรณ์
  • framework: a system of rules, ideas or beliefs that is used to plan or decide something - ขอบข่ายงาน, โครงร่าง
  • guess (noun): an attempt to give an answer or an opinion when you cannot be certain if you are right - การคำนวณคร่าวๆ, การคาดการณ์อย่างคร่าวๆ
  • hire: to pay someone to work for you - จ้าง
  • identified: searched for and found something, able to see and understand what it is -
  • invest: to spend money on something in order to make it better or more successful - ลงทุน
  • investment (noun): the act of investing money in something - การลงทุน
  • marketing (noun): the activity of presenting, advertising and selling a company’s products or services in the best possible way - การตลาด
  • massive: very large in size, amount or number - ใหญ่โต
  • medium: a method or way of expressing something - สื่อ
  • offering: something that is produced for other people to use, watch, enjoy, etc - ผลิตผล
  • opportunity (noun): a chance to do something, or a situation in which it is easy for you to do something - โอกาส
  • platform (noun): a type of media or way of distributing information , e.g., websites, newspapers, magazines, video, etc. -
  • popular (adj): a situation in which someone or something is liked by many people - เป็นที่นิยม, เป็นที่ชื่นชอบ
  • positive: an amount greater than zero -
  • profit: money that you make from selling goods and services after all your costs have been paid - กำไร
  • promising: likely to be successful or very good - มีอนาคตดี,มีความหวัง
  • promote: to encourage or support something - สนับสนุน
  • promotional (adj.): related activities done in order to increase the attendance at an event or sales of a product or service - การส่งเสริม
  • prospective: expected to do something or to become something - ที่คาดหวังไว้, ที่มุ่งหวัง
  • prove: to use facts, evidence, etc. to show that something is true - พิสูจน์
  • provide: to give someone/ something that they want or need - จัดหาให้, จัดเตรียมไว้ให้
  • qualified (adj): able to do something, because you have the knowledge, skill, or experience that is needed - มีคุณวุฒิเหมาะสม, มีคุณสมบัติ
  • revenue: income from taxes or business activities - รายได้
  • staff: workers employed by a person or organisation considered as a group - คณะผู้ทำงาน, คนงาน
  • strategy: a plan or method for achieving something, especially over a long period of time - ยุทธวิธี, แผนการ  
  • struggling: having serious difficulties - มีความยุ่งยาก
  • track: to follow the development or progress of something - ติดตาม
  • traditional (adj): of a custom, a way of life or a way of doing things that has not changed for a long time - เป็นประเพณี, ตามธรรมเนียม, ตามที่ปฏิบัติกันมา
  • via: through - ผ่าน (ช่องทาง)
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