YDM (Thailand) Co., Ltd., one of Thailand’s leading digital marketing solutions providers under Yello Digital Marketing (YDM) of South Korea, has launched “Jamjaras,” a new agency specializing in “Phutorn Marketing,” supported by comprehensive digital marketing technology for in-depth consumer data analysis to serve brands that want to penetrate the upcountry market. The company has set a first-year revenue target of 70 million baht and announced a partnership with “RMS,” the company holding the largest portfolio of luk thung music copyrights in the country and strong relationships with more than 200 artists.

Mr. Tanapon Subsomboon, Chief Executive Officer of YDM (Thailand) Co., Ltd., said of the launch of the “Jamjaras” agency that the upcountry market is currently a large market, accounting for more than 60% of the country’s consumer spending, or approximately 300 billion baht. However, not every brand can penetrate this market effectively, because consumers in upcountry markets have different access to and usage of media. Therefore, brands wishing to enter this market must place importance on and deeply understand upcountry consumer behavior in order to create differentiation.

“In the past, only large brands with substantial budgets were able to access the upcountry market. The strategy was to spend money on media such as television, newspapers, and radio to build broad confidence. Content was often created as a single set and distributed across all media. However, there was no certainty that such content would meet the objective or communicate what the brand intended, because consumers in each locality have distinct identities and lifestyles. Importantly, this kind of communication incurs enormous advertising costs and is difficult to measure.”

“Today, however, the rise of digital media has proven that it can also reach consumers on a broad scale, with even greater efficiency, because digital media allows more varied and more specific content. This gives consumers in the upcountry market more opportunities to consume media they prefer and to choose from a wider range of options. In online channels, we have found that people in upcountry areas spend nearly as much time online as urban consumers, but the content they like differs from that of urban audiences. For example, they listen to different styles of music, have different favorite singers or artists, and even prefer different dramas or programs. Jamjaras therefore offers the right solution for brands that want to communicate differently with provincial consumers in order to achieve different results.”

Mr. Somyot Chairat, Managing Director and executive of Jamjaras, said, “Jamjaras’s strength lies in being an agency that truly understands the insight of the upcountry market, because we have strong digital marketing tools from YDM Thailand to analyze upcountry consumer insight. We are also a partner of RMS, which owns the largest portfolio of leading luk thung music copyrights in Thailand and has connections with many famous luk thung artists, including Fon Tanasoontorn, Liew Ajareeya, Film Narinthip, Yingyong Yodbua-ngam, Apaporn Nakhonsawan, Poifai Malaiporn, Kik Rungnapa, Mocca Garden, Wong Phatthalung, and others. These artists are top-tier influencers who will become part of Phutorn Marketing.”

Mr. Jummaruk Ueariinusorn, Managing Director of RMS Studio and Multimedia Co., Ltd., said that today, consumer goods brands are placing much greater importance on the upcountry market and increasingly want to reach this consumer group. At the same time, consumers in the upcountry market, supported by the Thailand 4.0 policy, are now able to access online media much like urban consumers. Therefore, when marketers can connect products and services directly to the upcountry market, it is not only for building brand awareness, but also for creating engagement and brand connection through the preferences and lifestyles of consumers in each region. Jamjaras can fulfill all of these marketing objectives for brands.”

Jamjaras, a company created through the partnership between two leaders—YDM Thailand from the digital marketing industry and RMS, a leader in music copyrights and artists—is therefore an important tool for brands seeking growth in the upcountry market. At present, Jamjaras has already worked with several brands and aims to drive effective content through a network of hundreds of luk thung artists onto digital platforms, serving both brands and consumers in the Thailand 4.0 era. First-year revenue is expected to reach 70 million baht.