ในปี พ.ศ. 2567 ตลาดดิจิทัลมาร์เก็ตติ้งในประเทศไทยน่าจะเติบโตอย่างต่อเนื่องและมีบทบาทสำคัญมากขึ้นในกลยุทธ์การตลาดของแบรนด์และธุรกิจต่างๆ โดยมีแนวโน้มสำคัญที่คาดว่าจะเกิดขึ้น ดังนี้

1. การเติบโตของสื่อโซเชียลมีเดียและการทำการตลาดบนแพลตฟอร์มเหล่านี้ เช่น Facebook, Instagram, TikTok, YouTube ซึ่งผู้บริโภคใช้เวลาอยู่บนโซเชียลมีเดียมากขึ้น แบรนด์จึงต้องปรับกลยุทธ์เพื่อเข้าถึงกลุ่มเป้าหมายบนช่องทางดิจิทัลให้มากขึ้น

2. การขยายตัวของ Influencer Marketing โดยใช้ผู้มีอิทธิพลบนโซเชียลมีเดียในการสร้างการรับรู้และความไว้วางใจให้กับแบรนด์ในกลุ่มเป้าหมาย

3. การทำคอนเทนต์มาร์เก็ตติ้งที่สร้างสรรค์และสอดคล้องกับความต้องการ เพื่อดึงดูดความสนใจและสร้างความผูกพันกับผู้บริโภคบนโลกออนไลน์

4. การลงทุนในการวิเคราะห์ข้อมูลและ Big Data มากขึ้น เพื่อทำความเข้าใจพฤติกรรมและความชอบของผู้บริโภค และใช้ข้อมูลเหล่านี้ในการวางกลยุทธ์ดิจิทัลต่างๆ

5. การทำ Personalized Marketing ที่ส่งข้อความสื่อสารเฉพาะบุคคลตรงกับความสนใจของแต่ละคนมากขึ้น ด้วยเทคโนโลยี Machine Learning และ AI

6. การเติบโตของ Mobile Marketing เนื่องจากคนไทยใช้งานสมาร์ทโฟนและอินเทอร์เน็ตเพิ่มมากขึ้น การทำการตลาดผ่านแอปพลิเคชันและแพลตฟอร์มบนมือถือจะได้รับความสนใจมากขึ้น

7. การใช้เทคโนโลยี VR/AR หรือเกม ในการสร้างประสบการณ์ที่น่าสนใจและมีปฏิสัมพันธ์กับผู้บริโภคมากขึ้น

ทั้งนี้ ต้องติดตามกันต่อไปว่าเทรนด์ดิจิทัลมาร์เก็ตติ้งในอนาคตจะเป็นอย่างไร แต่แน่นอนว่าจะมีส่วนสำคัญที่ช่วยขับเคลื่อนการเติบโตของธุรกิจและเศรษฐกิจดิจิทัลในไทยต่อไปครับ

การติดตั้ง event tracking ใน GA4 นั้นจะต้องใช้ Google Tag Manager (GTM) เพื่อสร้าง event และเชื่อมต่อกับ GA4 ได้อย่างถูกต้อง ดังนั้นขั้นตอนการติดตั้ง event tracking ใน GA4 สามารถทำได้ตามขั้นตอนดังนี้:

โดยสรุปแล้วการติดตั้ง event tracking ใน GA4 จะต้องใช้ Google Tag Manager และมีขั้นตอนที่ค่อนข้างซับซ้อน แต่การติดตั้ง event tracking นั้นเป็นสิ่งที่สำคัญเพื่อให้เข้าใจพฤติกรรมผู้ใช้งานและวิเคราะห์ข้อมูลอย่างมีประสิทธิภาพใน Google Analytics 4

GA4 หรือ Google Analytics 4 เป็นเครื่องมือวัดและวิเคราะห์การใช้งานเว็บไซต์และแอปพลิเคชันที่มีความสามารถและประโยชน์มากมาย ดังนี้

GCP (Google Cloud Platform) เป็นพื้นที่คลาวด์ที่ให้บริการโซลูชันการคำนวณและการจัดเก็บข้อมูลต่างๆ โดยมีเทคโนโลยีที่ทันสมัยและมีความน่าเชื่อถือ นี่คือเหตุผลที่คนหลายๆ ใช้ GCP เพื่อเพิ่มประสิทธิภาพและความน่าเชื่อถือของธุรกิจของพวกเขา

เหตุผลที่ควรใช้ GCP

Since the announcement about Google ending support for Universal Analytics, it is required to shift to Google Analytics 4 and more opportunities to learn from the reports. This article will summarize the data aggregation methods that Google Analytics 4 is said to have changed significantly from Universal Analytics.

Introduction

App + Web Properties, which allows tracking across apps and the web, was released as a beta version and is now official as Google Analytics 4 (GA4).

The main reasons raised for GA4 are as follows:

1. To respond to major changes in consumer behavior.
2. to respond to the world’s growing emphasis on privacy

In recent years, with the rapid increase in the number of smartphone users, the medium used by users has expanded from the Web to mobile applications. With the current UA, access analysis for apps is difficult, and there is a problem of not being able to identify users across devices.
GA4 appeared in response to these changing times, and in order to grasp users who use all kinds of devices such as smartphones and apps and go through multiple platforms, it has become necessary to conduct access analysis across analysis of the complex consumption behavior and trends of users who move around websites and apps in all directions. This is because it has become necessary to analyze the complex consumption behavior and trends of users who move across websites, apps, and other platforms.
Therefore, GA4 offers the following advantages over traditional universal analytics.

• Users who browse the Web on a PC and then purchase from an mobile application can now be recognized as the same customer, even if they are using different devices.
• Now that we can measure on an event-by-event basis, more events can be measured automatically.
• BigQuery can be linked for free
• Enhanced machine learning analysis and insights to predict future behavior

As you can see from the above benefits, UA and GA4 have fundamentally changed the way data is measured: while UA converted data received in hits to session-based data, GA4 now collects it in events as user basis.

GA4 enables user-oriented analysis, so that after a user visits a website or application, it is possible to understand the behavior of the user up to the point of conversion through repeat visits.

Acquisition: Are the users leading to conversions and revenue?
Conversion: Are users who made conversion actions leading to revenue?
Revenue: What are the behaviors of revenue-generating users on the website and app?
User retention: What are the behaviors of users who continue to use the website?

Before starting analysis with GA4, it is necessary to organize the purpose of the website, the purpose of using the data, and the target figures as a basic premise.

For example, for an e-commerce site, the objective is to sell products and services, and the target figures should include which products were purchased the most, which users made the most purchases, and the monthly purchase amount, etc. For a BtoB site, the objective is to collect user information that can be used by sales and find potential customers. For a BtoB website, the objective is to collect user information that can be used by sales and to discover potential customers, which may include the number of inquiries received, the number of documents downloaded, and the number of e-mail magazine subscriptions.

It is very important to have a purpose for the website, the purpose of using the data, and the target values, so that the values measured by GA4 can be evaluated and improved.

In order to analyze GA4 data, reporting functions in the following 3 aggregation methods can be utilized.

1. Aggregate by GA4 report
・Standard report: Finding out a hypothesis
・Exploration report: Dig deeper into the issue based on the hypothesis

2.Aggregate in GA4x Looker studio
・Direct linkage with GA4: Check KPI and monitoring dimensions and metrics

3. Aggregation with GA4xBigQuery
・Link to BigQuery: Dig deeper into issues on a per-user basis

Here are the specifications and characteristics of each.

1. Aggregate by GA4 report

There are two types of report screens in GA4.
There are “Standard Reports” in a standardized format and “Exploration Reports” that users can create by recombining dimensions and indicators as they wish. The “Custom Report” in the traditional Universal Analytics (hereinafter referred to as UA) functionality becomes the “Exploration Report” in GA4.

Standard Report Aggregation Methods

GA4 standard reports are often used to formulate hypotheses to analyze. For example, we have an SEO strategy, but are repeat users looking at certain pages the most? Do users who lead to conversions tend to occur at certain events? We make hypotheses by looking at indicator figures such as the following.

The aggregation method of the standard report has an underlying database table, which displays aggregated data measured by GA4.

About some specifications:

If the result of multiplying the radix of each dimension in the report exceeds the maximum number of rows, “(other)” rows will appear in the Analytics.

※Reference:
https://support.google.com/analytics/answer/13208658?visit_id=638127301129422574-1591277467&rd=1&hl=en

In addition, dimensions with more than 500 unique values per day are considered high base numbers and are more likely to reach the report line limit (50,000 lines) and display “(other)” lines.

This does not only affect reports containing custom dimensions with more than 500 types of data, but all standard reports are affected.

Note that if the maximum number of rows is exceeded, (Other) rows will appear in all standard reports, increasing the likelihood of inaccurate measurements.

Additional reference 1：About radix

The radix is the number of unique values assigned to a dimension.
It is a combination of all dimensions in the property.
Some dimensions have a fixed number of unique values. For example, “device” has 3 (PC, tablet, mobile). On the other hand, a dimension with more than 500 unique values in a day is considered a High-Property Dimension.
In a high-likelihood dimension, the number of rows in the report will increase, increasing the likelihood that the upper limit will be reached. Data that exceeds the limit will be aggregated into “(other)” rows.

Aggregation Methods for Exploration Reports

GA4 exploratory reports are used to verify hypotheses made using standard reports. Unlike standard reports, exploratory reports cannot be created unless you have a clear idea of what you want to analyze, since it is necessary to customize the axis of analysis and indicators by yourself.

・Free-form
Graphs and tables can be created by combining indicators such as the number of accesses, users, and events with dimensions such as country, age, and day of the week.

・Funnel exploration
In this report is it possible for to visualize the percentage of the flow. For example, total number of visitors who made final conversion in the flow of TOP page → Column page → Contact form → Inquiry completed. We are able to find out how many users left the site during the steps or how many users lead to final step.

・Path exploration
It is possible to visualize where a user came from to visit the site, and the sequence of movements through the site and the application.

・Segment overlap
User segments can be compared to see the overlap between indicators.

For example, by looking at how many users satisfy the two segments of “visited from Bangkok” and “visited more than twice”, we can find the best customers.

・User explorer
A list of users can be displayed and detailed individual behavioral data can be viewed.

・Cohort exploration
You can visually see the number of repeat visits by users with common attributes. You can see, for example, “how many times the same user accessed the Web site.

・User lifetime
You can check the Lifetime Value (customer lifetime value), which includes the main referral sources that lead to conversions, the behavior of the first visit, and subsequent actions.

The aggregation method of the exploratory report is to set the items to be displayed in the report from the unprocessed data and refer to the report to be displayed by query.

About some specifications:

GA4 is designed for user privacy and thresholds are easily applied.
Selecting a high radix dimension will not produce an “other” line, but sampling and data thresholds are more likely to be applied.

※Reference：About data sampling https://support.google.com/analytics/answer/2637192
※Reference：[GA4] About data thresholds https://support.google.com/analytics/answer/9383630

Additional reference 1：Differences in data between standard and exploration reports

Report type	GA4 Data table ・Data that will be shown	Sampling	Viewing “(other)”
Standart report	Data Tables: Aggregated Referenced only from aggregated data tables	None	Yes If the combination of all dimensions in a property exceeds 50,000 rows
Exploration report	Data table: Unprocessed (not pre-aggregated) Include and reference unprocessed data tables	Yes Free version:10 Million Events 360 (Paid version):Billion Events	None

Additional reference 2：Indication of the presence or absence of data thresholds

In some cases, events measured with thresholds applied may not be displayed in Settings (or Management) > Events. Also, the threshold may be applied even if there is no indication in the indicator that the threshold is applied.

• How to avoid getting data thresholds
  • Change the reporting identifier to “device-based” and check again
  • Create a report that does not apply thresholds such as “event name by number of events” in the exploration report
  • Increase the time period covered by the report
  • In the “Explore” report, remove dimension related to users

Additional reference 3：Indication of sampling availability

Introducing measures that B2B companies have succeeded in increasing the number of inquiries.

In recent years, the number of inquiries from B2B companies has increased, all facing the same problem such as “I want to increase the number of inquiries.” Most of the B2B companies used sales methods of exhibitions, seminars, telephone calls, and face to face appointments. However, due to the epidemic of the COVID-19 and the Thai government announced and encouraged all the citizens to work from home, all of those main sources became difficult. Under this restriction, many B2B companies in Thailand are shifting the focus of their sales activities to online. This time, we will introduce specific online measures that B2B companies should adopt.

Introduction

The spread of the new COVID-19 was also a trigger, but many B2B companies have said for several years that “although we have created websites in the past, it can only be used for online product catalogs.” We have received inquiries such as “I didn’t expect much results that could be achievable from a website” and “I don’t know how to shift to online”.
Since “Customer acquisition” is the starting point of the business cycle, each company has developed a sales strategy suitable for each company, but for some time in Thailand, it has become difficult to approach face-to-face, therefore the first key measure should be focus on “customer acquisition”. The core of attracting customers online is the “website,” which is the face of the company. First, we will review the marketing measures of outbound and inbound, and introduce the flow of how B2B companies can obtain inquiries from potential customers.

What is Outbound Marketing?

Outbound marketing is a marketing measure in which a company takes an outward direct approach to existing customers and potential customers, such as by calling or visiting. Before COVID-19, the sales activities that B2B companies generally performed are this outbound marketing.

What is Inbound Marketing?

Inbound marketing, on the other hand, is a marketing method in which potential customers contact companies for the products and services they need. By providing information and services to potential customers, creating relationships, concluding contracts, and nurturing them into customers, we will increase customer value and lead to corporate growth.
Many executives still misunderstand that “If you launch a website, automatically there will be access from potential customers”, but just launching a website without any marketing strategies will not help for website access.
In order for inbound marketing to be successful, it is necessary to enhance the “website” that is the point of contact and implement measures to gain access.
In Thailand, users (potential customers) use Google search engine in order to find information, therefore how to make Google recognize and evaluate your website and to display it at the top of the search results will be the first goal. You will be asked to access the company’s website displayed in Google’s search results, and while you will be wandering around and browsing the information you are looking for, it will eventually lead to conversions (inquiries, membership registration, etc.).

Furthermore, nowadays, even if you can contact potential customers and connect to business negotiations with outbound marketing methods, it is rare that you reach a contract on the spot, and usually these potential clients will search again on Google about your company and make comparisons with other companies. This is normal behaviour.
In addition, the need for outbound marketing is gradually diminishing because the process of corporate recognition, product recognition, and even purchasing decisions can be completed on the website without face-to-face negotiations.
Some of our client companies also requested from their main existing customers, “Don’t bother to visit the sales staff with the catalog anymore. I want you to be able to do the final examination on the website because we will consider it internally.” There is also a case where it was done.
In this way, how to enhance the website and provide useful information to browsing users while trying to differentiate it is the most important point for acquiring potential customers.

Importance of the website

The basic flow of inbound marketing that B2B companies aim for is to have potential customers access the website, circulate the information content provided on the site, and finally connect to inquiries, make contracts, and lead to sales.

I explained that the role of the website is very important for achieving this. For what purpose users discovered and accessed your site, how they wandered around the site, what pages they visited for a long time, and whether they left the site after getting the information they were looking for. By properly grasping and analyzing user behavior such as, the conversion (CV) values ​​such as “inquiry”, “request for materials”, and “member registration” will change significantly in the end.
Therefore, the website should be easy to access, design and layout, ease of use, visibility, whether the lead to the desired information is properly drawn, and whether the information required by the prospective customer can be provided accurately. It is necessary to make it while holding down one by one, and grasping what should be improved and how to improve it with data is an important point to lead to business results.

Specific measures to connect to business with the website at the core

Introducing how B2B companies actually create businesses with their websites at the core.
First, grasp user behavior. In order to connect to the business with the website as the core, each measure will be implemented in the following phases.

Phase 1 ：Acquisition
Phase 2：Lead Generation/ Remarketing
Phase 3：Inquiry

In Phase 1, “Acquisition,” we will talk about “how to improve access” and “how to make contact with potential customers.” There are three main measures to create customer contact points.

1. SEO

This is a necessary measure to display it at the top of Google’s search result page. By taking SEO measures and displaying the website at the top of the search result page, we are able to increase the number of customers and eventually lead to the achievement of conversions such as “inquiries” and “requests for materials”, which are the main goal of utilizing the website. The users are always looking for the “answer” on the internet that can solve the problem that they are facing. Therefore, it is necessary to provide the information that the user will be looking for on the site while estimating the search intention of the user who has flowed in from the search.
It is also important that the content is easy for users to find and that it is easy to read. In the case of B2B companies, service content and business content tend to be provided in the form of an online catalog, but users leave the page without being very satisfied with “I do not know what to do from here”. There are many other possible cases. It’s difficult to be ranked high in search results unless you can grasp the search intent of your target user and provide useful information that is satisfying to that user.

2. Social Media Management

This is a measure to continuously operate social network media (Facebook, Instagram, Youtube, etc.) used by 80% of the Thai population as customer contact points to attract customers. In addition to the role of disseminating corporate information, it is possible to carry out activities to strengthen engagement (relationship with users) through communication with users. It’s easy to misunderstand that social media is different from your target, but since it is also the most used medium for collecting business information in Thailand, even B2B products and services are effective. While utilizing social media, it will lead to an influx of “more details” to the website. By linking the website and social media well, it will be possible to connect to inquiries.

3. Online Advertisement

This is a measure to display advertisements for products and solutions on the websites that the target browses, and to inflow from there to the company’s website.
Of course, there are other inflow measures that combine events that are held offline, but while there are restrictions on events that attract customers, the main focus is on measures that can be completed online.
The details of the measures differ depending on the services and products of the company, but we mainly implement the above three measures in an appropriate combination to get users to access the website. This is because in order to connect to inquiries, it is necessary to first make people aware of the existence of the website and to access as many potential customers as possible. After that, as shown in the flowchart above, we will develop efficiently while separating the measures to be applied to each user behavior.

Importance of access analysis after “Acquisition” on website

Website access analysis is important at the same time as increasing the number of site visitors. By utilizing access analysis tools we are able to analyse in depth for,

• User behaviour
• Most popular page the user viewed
• Where and how the user come to the page
• What page did the user viewed before coming to the contact us page

Etc.
It is possible to visualize various dimensions.
There are many access analysis tools, but at our company, a team of experts will analyze users behavior while utilizing “Google Analytics (GA)” which is provided by Google.
By properly grasping the number of accesses and users of the entire site, user behavior of a specific page, etc., it is possible to clearly understand the current state of the site, how the site is migrating and browsing by users, and based on the hypothesis that could be visualized based on the analysing, we are able to find out the solutions for improvements.

For example,
If you can understand the particular behaviour such as “Many users who visited the top page have transitioned to the company profile page and immediately left”, you can enrich the information on the company profile page or other details in the page. Improvement measures such as creating a lead to the page can be considered. If in the other case, that the behaviour was found as “there is a number of website access, but it does not lead to inquiries or material requests at all”, we could collect the user behaviour flow data and investigate which page has become the bottleneck for user to leave the page before visiting the contact us page. Possible that there is not much information on the service page that users were looking for, or maybe the contact us page was too much of a hassle for user to fill in all the columns before submitting.
Furthermore, if data such as “Users from Facebook ads spends longer time on blogs and column pages and they tend to go to the service details page after” is shown, while increasing the advertising budget for Facebook ads and increasing the number of inflows we can think of measures such as increasing the number of articles on blogs and column pages as well. For many B2B companies, increasing the “number of inquiries” and “request for materials” can be mentioned, but since the index of site access analysis differs and the improvement measures also change depending on each purpose, setting the goal in the beginning becomes very important.

As described above, we will build relationships after understanding the behavior within the website for each user group. In some cases, you make an inquiry immediately after visiting the site and have a business talk at once, but in many cases, the user will visit the site as a repeater for returning several times while comparing with other companies. We will encourage inquiries without interrupting the relationship with such users who are “interested but have not yet made a decision”. It develops users into leads.
These include retargeting ads based on behavioral data (ads that follow you with ads for products and services that interest you even after you leave the site) and download white papers (instead of providing the data you want). You can register your contact information), invite you to a webinar, distribute product videos, etc. to keep your interests and interests, and lead to conversion.
Of course, some users will completely leave the process, but it depends on business creation and sales contribution to get as many conversions as possible.
This time, we introduced the marketing strategies that could be used for “Acquisition” in Phase 1. In the next article, we would like to explain Phase 2 of “Lead Generation/ Remarketing”

More than a year has passed since COVID-19 had a major impact on the world’s economies. In 2021, online is inevitably increasing, forcing many companies to rethink and restructure their marketing strategies. I would like to introduce how the Internet is currently being used in Thailand, where the development of Internet infrastructure is progressing rapidly, and what kind of online measures are effective in Thailand based on these.

Internet situation in Thailand

First of all, the big difference between Thailand and Japan is the internet usage time of internet users. 70% (about 50million) of Thailand’s population of about 70 million uses the Internet, an increase of 3.4 million compared to last year, but what we would like to focus on is its spending time. Thailand spends an average of 8 hours and 44 minutes a day on the Internet. That is double the spending time of Japan.

（Source：https://datareportal.com/reports/digital-2021-thailand）

(Source：https://datareportal.com/reports/digital-2021-japan）

There are many cases that we actually had from our clients that when we proposed the marketing strategies to meet the Thailand market,  client’s headquarters in Japan rejected the whole concept as they could not imagine it would work or understand the behaviour of Thai people in the Thailand market as they only know the Japanese trends or behaviours. Therefore, it is extremely important to understand and create a strategy based on the actual datas.

Social media situation in Thailand

Here is the 2021 Thailand’s latest social media stats. The most used social media platform in Thailand is Facebook, which has 51 million users (more than 70% of the population). Next is Youtube of 37.3 million people followed with Facebook’s chat function messenger of 37 million users.

Thailand

On the other hand, the data for Japan is as follows.
In Japan, Youtube is the overwhelming number one. On the other hand, Facebook, which has the highest number of users in Thailand, has extremely small users in Japan.

Japan

The way social media is used is also quite different compared to Japan. First is the time that users spend on social media, which the average daily spending time in Thailand is 2 hours and 48 minutes, while that for Japan is only 51 minutes.

n Thailand, it is common to use social media such as LINE and Facebook to communicate with customers and business partners in business scenes. In Japan, normally Yahoo or Google is used when searching, but in Thailand, there is a tendency to search using social media such as Facebook and Instagram as well as with Google. This applies to both B2C and B2B products or services.
Based on these facts, many B2B and B2C companies are using Facebook as their website as a contact point to target users. B2B companies actively distribute their own exhibitions and seminars using Facebook as well as to introduce their products and services. B2C companies are also achieving results while gaining engagement with users through campaigns on Facebook and Instagram. It will be possible to create strategies for each segment, such as grouping users who follow Facebook pages or take some action on posts and send advance information and VIP information to the target. Facebook has become one of the most effective platforms in Thailand.
On the other hand, this situation is very different from the Japanese market, where the number of Facebook users is as small as 18% of the population, even if the Thai branch office of a Japanese company explains its importance, the understanding and approval from the Japanese head office can be obtained. However, many people are worried that they cannot take measures that utilize social media. Applying the same strategy with Japan to the Thailand market will sometimes not be effective and there are cases where the results are not achieved and the performance is disappointing. Understanding the current situation of the Thai local market is of utmost importance.

Current status of advertising in Thailand

Thailand’s digital advertising spending increased 16% from 2018 to 2019, and Thailand has continued to grow rapidly in the last few years, but due to the arrival of the COVID-19 pandemic has drastically slowed down the rate of growth from previous double-digit numbers to now just +0.3% by the end of 2020. 2020 saw a significant slowdown of + 0.3% year-on-year. The total is about 19.6 billion baht, which is 58.8 billion yen in Japanese yen (calculated at 1THB = 3 yen).

(Source: DAAT-Mid-Year-2020-Press-Report)

Let’s take a look at the five most advertised industries spenders in the latest data for 2020. Although it has decreased by 200 million baht from the previous year of 2019, the industry that has been investing advertising expenses from 2017 to 2020 is the motor vehicles industry. As banks shrank by 350 million baht, the beverage industry, which was previously 4th to 5th, ranked into 3rd place, and the dairy and dairy substitute products industry showed record-high growth rates of 39%. It can be inferred that this was the result of the declaration of self-restraint in 2020, which forced the nesting.

In addition, Facebook, YouTube, and creative are still key areas for advertising spending by the media, with minimal spending declines since 2019. As of the end of 2020, Google Search Advertising and social media are leading growth rates of + 32% and + 26%, respectively. Google Display Network (banner ads), Instagram, and affiliate marketing spending was the lowest at -30%, -13%, and -13%, respectively.

While the number of advertisements is decreasing due to the influence of COVID-19, we will further educate the company about the importance and necessity of digital, accelerate digital transformation (DX), and change the current way of working to adapt to the new normal. It is becoming more important to reexamine and rebuild.
We have more than 20 years of experience and provide business support to Thailand, Malaysia and Asian countries. We provide thorough support from problem extraction for B2C / B2B companies to action design, strategy creation, and execution. If you have any concern about marketing measures or current issues, please feel free to contact us!

Among the ASEAN countries including Thailand and Malaysia, the outbound marketing like telephone sales and walk-in sales are over. One of the reasons is due to the COVID-19 but it is not only that. We will explain how to effectively achieve greater results of B2B digital marketing in ASEAN countries such as Thailand and Malaysia.

From outbound sales to inbound sales

1. Google search accuracy is continuously improving

At Google, they put all of their technology into it so that the information that users are looking for can be displayed more accurately at the top, and are conducting tests and improvements every day to improve search accuracy. It is because if the world evaluates the convenience that “the product or service you are looking for will come out accurately”, the number of users will increase and the number of clicks on advertisements will increase, which is the pillar of Google’s income.

2. Users use Google to search for the products and services

At the same time as improving the accuracy of search results, the information quality and usability of corporate websites have also improved. This is because companies in the old days say, “We have a website but that’s it” will lose credibility.

Therefore, customers can now search and compare products and services online, and contact directly through websites to obtain the information they need to make a decision.

“I’m busy, I’m not interested in door-to-door sales, don’t bring catalog or brochure” as the word that one of the Japanese manufacturing companies actually said to a new door-to-door salesman who came to their office. Now that there is more than enough information to collect online, we need to shift from outbound sales to inbound sales.

For B2B companies to achieve results in digital marketing (inbound sales)

In our blog last month, we explained the importance of building a website for B2B companies and five important points in creating a website. Above all, it is a prerequisite that websites have become an extremely important business tool for B2B companies.

This time, we will explain how to use the website as one of digital marketing tools to make new inquiries and acquire potential customers.

1. Approaching potential customers to websites

There are many companies that mistakenly think that when a website is launched on the Internet, “Internet users naturally find their site by searching and many people access it.” If you think about it from the point of view of users searching for information, you probably will view only the first page of the search results, second page at the most. With so many websites on the market, it’s very difficult to get your website to the top of your search results. And if you do not announce your products and services online and gain awareness, the website you have created will not be accessed.

Therefore, in order to attract potential customers and prospective customers who want to access the company’s site, use SEO (search engine optimization), social media such as Facebook, Instagram and online advertisement, etc. to let them know about your products and services.

2. From retargeting users who have accessed the websites

Make the website structure easy for the users to find what they are looking for, and generate conversions such as contact to company by submitting contact us form. Plus, retarget the users who have visited the website and left before reaching to conversion to access the page again by running retargeting (tracking) advertisements.

3. Nurture the acquired leads to get contract

The potential customers who contacted via the website still are going to do more research online and compare with other companies before making the final decision. During the period of users comparing with other companies, it is important to continue to send emails, hold webinars, and send explanation videos of products and services as a support for the decision making process. This way, nurturing potential customers will finally lead to actual customers.

Summary

We have explained how to successfully proceed digital marketing for B2B companies to achieve business results centered on websites. The content introduced here is a method that is actually producing results for many of our customers, including our company, which is a B2B company.

Most B2B companies say, “There are sales people, but there is no marketing department.”You need a contact window person, but having marketing knowledge is not necessary. Our staff will support you from hearing to planning, proposal and operation as a professional consultant.

If you are considering in shifting to inbound marketing but don’t know where to start, or if you have a website but you don’t get good results, please feel free to contact us!