Thailand’s booming digital economy has become a breeding ground for innovation, especially in the marketing space. With more than 52 million internet users (74% of the population), the online ecosystem is thriving. Digital services are playing a big role in how brands reach, engage, and convert audiences so staying ahead of emerging trends is essential for businesses aiming to thrive in this high-growth market.
Ai Marketings
One of the biggest shifts is the adoption of AI in marketing. Artificial intelligence is transforming how campaigns are run. From AI-powered chatbots responding to customer inquiries on messaging platforms like Line to predictive analytics that help brands anticipate user behaviors, businesses are finding smarter ways to connect with audiences. AI tools are also helping optimize ad spend, ensuring every baht counts when running multi-platform campaigns.
Video Content
Thais spend an average of almost 3 hours daily watching online videos, and platforms like TikTok and YouTube dominate engagement. Short, snappy content is winning hearts, as seen with TikTok’s viral challenges and YouTube reviews, often featuring local influencers. Brands tapping into this trend are not only increasing visibility but building deeper emotional connections with their audience.
Personalization
With Thailand’s implementation of the Personal Data Protection Act (PDPA), businesses are now focusing on ethical data collection as well as improving their customers experiences. Personalization through AI-driven tools can help brands send hyper-relevant offers that align with user preferences. For example, localized ad campaigns based on browsing behavior or purchase history are seeing higher engagement rates. The balance between privacy and customization is becoming a fundamental consideration for marketers here.
Social Commerce
The rise of social commerce is hard to ignore and it’s caught on a lot sooner than places like the UK where its now only just starting to catch on. Platforms like Instagram, Facebook, and TikTok have very much changed the consumer journey in Thailand. Statistically, 58% of Thai social media users have shopped directly from these platforms, and this trend shows no signs of slowing down. Features like live-stream shopping and one-click purchases have made discovering and buying products easier than ever. Brands are leveraging this by collaborating with local influencers to guide customers right from awareness to checkout stages seamlessly.
Voice Search
Voice search optimization is beginning to gain traction in Thailand’s digital marketing strategies. With increasing use of smart speakers and virtual assistants like Siri or Google Assistant, customers are adopting voice to search for products, services, or information. Businesses are now optimizing their websites for natural language queries to make the most of this growing trend. Expect to see voice content strategies developing rapidly as this technology becomes more mainstream.
Localization
Another digital marketing sector that I would recommend focusing on is location-based marketing. Thailand’s urban hubs like Bangkok or Chiang Mai are hotspots for geo-targeted campaigns. Location data allows brands to send personalized ads or promotions to customers near their physical stores. For instance, a café could send out a lunchtime deal notification to nearby users, effectively driving foot traffic in real time. This hyperlocal approach works particularly well with the country’s mobile-first audience.
Marketing Automation
Automation is becoming an integral part of marketing workflows. Marketing automation tools are helping businesses streamline repetitive tasks like email campaigns, social media posting, and lead nurturing. By freeing up time, marketers can focus on more creative, strategic pursuits. Thai companies are using platforms like HubSpot and Mailchimp to scale their outreach while maintaining efficiency, enabling them to cover more ground without increasing workload.
