Gottimize held an event to present four major trends in the application industry, forecasting that in 2017 the online advertising market would grow 25%, from 9.8 billion baht to 12 billion baht. In particular, many businesses are increasingly developing mobile applications to respond to changing consumer behavior.

According to data from the Electronic Transactions Development Agency (Public Organization), or ETDA, in 2016 Thailand had 85.5% smartphone internet usage penetration, with average daily usage at 6.2 hours, a clear increase from 2015, when usage stood at 82.1% and average daily time was 5.7 hours. This trend is an important driver making Thailand’s mobile application market grow in an interesting way and become a powerful marketing tool for many businesses.

Mr. Phaksup Petchdee, Digital Media Director of Gottimize Co., Ltd., said that with the strong trend of the mobile application market, and with Gottimize’s expertise and long experience in serving mobile application clients, the company sees four key shifts in mobile application marketing:

• · Consumers today have rapidly shifted to consuming media through smartphones, and businesses must adapt quickly.

• · Consumers will choose only applications that are useful to them, because smartphone storage space is limited, increasing the chance that an application will be removed.

• · The volume of information will become so great that consumers cannot keep up.

• · Technology will become smarter, and some tasks will be handled by applications instead of humans.

“In 2017, a large number of applications will emerge, giving users many choices, but mobile storage space is limited. Therefore, advertising directly to the target users who want a particular application is important. This must be done through analysis of application users before placing ads, along with technology that helps users return to use the application again.”

It was also found that clients will increasingly allocate advertising budgets to mobile-based media and will no longer advertise only to build brand awareness, but must be able to measure success in terms of monetary return. In addition, more new tools will emerge to help manage online advertising more effectively and reach a larger user base.

From this overall picture of the mobile application market, tangible success must therefore consist of three main elements: Strategy, Creative, and Measurement. At this point, Nana – Karanikarn Niwatsaiwong, a digital marketing specialist, commented that

“Achieving business goals, or performance, is more important than advertising merely to build brand awareness as in the past. Beyond that, Gottimize takes care of clients’ campaigns attentively and sincerely, as if they were its own campaigns, because it believes that a client’s successful campaign is also Gottimize’s success. Moreover, in today’s era, when we can measure results from data, clients receive more accurate outcomes from their advertising spend.”

Gottimize’s target clients focus on businesses marketing through mobile channels and emphasizing performance. To date, more than 100 clients in consumer products, insurance, mobile applications, and real estate, among others, have placed their trust in the company.

Gottimize was founded in 2015 as an advertising agency that plans media buying on social platforms for clients and was selected by Google to become a Google Premier Partner. It has also joined hands with Yello Mobile, a giant in Asia’s digital media industry, allowing it to reach the desired target audience more effectively and manage advertising through social media in multiple dimensions, while also analyzing and adjusting strategy and campaign formats efficiently.

In 2017, Gottimize set a target of 100% growth, equal to 220 million baht, up from 110 million baht in 2016, and prepared to expand its client base with a focus on delivering business outcomes.

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