The company announced a strategic transformation of its advertising business from “Digital Marketing” to “Modern Marketing,” a new marketing approach that combines branding and data technology.

After achieving rapid growth over the past 10 years, YDM Thailand, under the leadership of Tanapon Subsomboon, announced a transformation of its market strategy from “Digital Marketing” to “Modern Marketing,” a new form of marketing that integrates branding and data technology into one discipline. This creates marketing that makes consumers feel good about brands while also generating real sales and producing clear, measurable results.

To implement Modern Marketing, both creativity and analytics must be used together. The company also launched its new office on more than 3,000 square meters under an open-space concept, creating an environment where all teams and departments can work together seamlessly. This reflects the company’s Drive-Connect-Grow concept, supported by experienced experts and continuously developing knowledge in 360-degree marketing, with a revenue target of more than THB 800 million in 2020 in preparation for listing on the Stock Exchange of Thailand (SET) in 2021.

Creative + Marketing + Technology

Mr. Tanapon Subsomboon, Chief Executive Officer of YDM (Thailand) Co., Ltd., revealed the concept behind the company’s new market approach, “Modern Marketing,” stating that over the past 3–5 years the emergence of new technologies and numerous platforms has clearly changed consumer media consumption. Consumers are watching less television and turning more to online platforms, while digital technology has advanced dramatically, enabling us to collect far more detailed consumer behavioral data than ever before.

“A marketing approach based on one Big Idea and broadcasting it to target audiences across every channel may no longer be the most effective strategy.”

In the age of data, the moment customers interact with a brand, we can segment them into smaller groups based on the behavioral data they show. We can then create messages to communicate with each of those different segments.

In some campaigns, this may require creating hundreds or even thousands of messages, and in some cases it may go as far as Personalized Marketing. In addition, Modern Marketing also includes identifying new customer groups through data analysis, finding consumer insight without focus groups by collecting data from social media instead, behavioral tracking for marketing automation, designing digital customer experience, and using marketing attribution to build models for allocating media budgets most effectively, with AI helping in the process.

“The factors that will drive marketers in the future are not only creativity and analytics, but also new mindsets in the way they work. For example, instead of exposure marketing, where large sums are spent on advertising campaigns in the hope of creating massive buzz and huge sales, marketers must shift toward engagement marketing, where brands actively do something genuinely useful for customers rather than simply focusing on selling. Likewise, the old mindset of highly meticulous work that takes a very long time must shift toward a startup way of working that emphasizes speed and addressing the client’s core needs.”

A New Office in the City Center under the Open Space Concept

To celebrate YDM Thailand’s 10th anniversary this year, the company also moved to a new office in the city center in the Chokchai 4 area to support its continuous growth, with a construction budget of THB 20 million, Mr. Tanapon said.

“We started with only three employees in a home office in the Chokchai 4 area. Today, we have grown to 250 employees and expanded to 9 companies. Previously, we were spread across five home offices in the area, so we saw that the time had come to move together into one location to make coordination between departments much more convenient. We therefore chose to lease the entire third floor of Big C Chokchai 4, covering 3,000 square meters, as a spacious and suitable new office for us.”

The design concept of the new office is Open Space, opening up the area so that all employees can communicate conveniently, with shared working spaces and various functions that support work.

It also includes entertainment areas and many employee facilities, such as working zones, meeting rooms, a beverage bar, a front stand area, a pet zone, and relaxation spaces including a library, bedrooms, and a Thai massage room. Most importantly, we have a training area under the name “YDM Academy,” which can accommodate more than 100 people and supports training both inside and outside the organization.

The company will also invite guest speakers with experience and expertise in various fields to give lectures in rotation for employees, clients, and interested external participants. On 1 November, we will hold a special training session for YDM Thailand clients on the topic “No More Digital Marketing!! It’s Modern Marketing in Digital Age!!” with Mr. Tanapon as the speaker. This is a new topic that modern marketers need to understand in order to market as effectively as possible.

Promoting the Drive-Connect-Grow Concept toward Market Listing in 2021

Mr. Tanapon explained that YDM Thailand’s growth concept consists of Drive-Connect-Grow. This year, the company will place greater emphasis on “Connect” both internally and externally. In the past, our affiliated companies had diverse expertise across 360-degree digital marketing, which meant each company tended to speak separately in the areas where its own unit specialized. From this year onward, however, we will focus on speaking together and working together, which we believe will make the organization’s communication more powerful.

Likewise, in terms of “Connect” with organizations outside the company, a clear example this year is YDM Thailand’s partnership with MCOT, a leading national media organization, to help manage its digital operations more effectively, as well as its collaboration with the Grand Prix group in developing Big Data, which began working together earlier this year at Motor Show 2019.

“We have set a revenue target of THB 800 million by the end of this year, and over the next two years we aim to reach THB 1 billion in order to officially list the company on the Stock Exchange of Thailand (SET),” the CEO of YDM Thailand emphasized.

No. 1 Mr. Anupong Chantorn, CEO, REVU
No. 2 Mr. Nuntawat Chaipornkaew, CEO, Nawin Consultant
No. 3 Ms. Chadakorn Tanasuwankasem, CEO, AVG Thailand
No. 4 Mr. Tanapon Subsomboon, Chief Executive Officer, YDM Thailand
No. 5 Ms. Tutiya Disphanurat, MD, FCB Bangkok
No. 6 Mr. Natthapong Lertsri, CEO, Doer
No. 7 Mr. Somyot Chairat, CEO, Jamjaras

About YDM Thailand

YDM (Thailand) Co., Ltd., under Yello Digital Marketing (YDM) of South Korea, is one of Thailand’s and Southeast Asia’s leading providers of digital marketing solutions. The company operates as an ecosystem in which affiliated companies support one another and work together to help clients achieve the highest level of business success. At present, YDM Thailand has more than 250 employees, more than 865 clients nationwide, and a total of 9 affiliated businesses, consisting of:

• ADYIM | Digital Marketing Solutions — Provider of digital marketing solutions

• GOTTIMIZE | Performance Digital Media — Specialist in planning and buying online advertising media

• REVU | Content Marketing Platform — Specialist in creating product reviews through micro influencers

• AVG THAILAND | Digital Gateway to China — Provider of digital marketing services for Thai brands seeking to enter the Chinese market

• ADPOCKET | Mobile Screen Lock Ads — Thailand’s No. 1 provider of advertising on mobile phone lock screens

• DOER | Developer Marketplace Platform — A software development platform with more than 200 freelance specialists working through the system

• NAWIN CONSULTANT | Consulting in the Digital Age — A brand consulting company for the digital era and creator of the “Creative Buddy” concept

• JAMJARAS | Upcountry Influencer Marketing — Provider of comprehensive upcountry marketing services

• FCB BANGKOK | Integrated Brand Communication — A creative advertising agency specializing in advertising planning, brand communication, creative design, and media production