The new year has officially begun. Are marketers ready to create amazing online ads this year? Each social media platform will have different objectives and goals for creators and brands.
Because of this diversity, marketers should be familiar with good tools for measuring results, namely ROI. This will help us make informed decisions about whether or not to invest in a particular platform.
Let's get to know Return on Investment (ROI).
Many people are likely familiar with this term, as ROI stands for Return on Investment. It's used as a planning tool to determine whether an investment is worthwhile and how quickly a profit can be generated from it.
In other words, measurement helps in comparing profit or loss to the initial value of the assets we invest in. For example, a store sells cosmetics for 1,500 baht per jar, making a profit of 1,000 baht per jar, with a marketing budget of 100 baht. We can calculate the ROI as follows:
Return on Investment (ROI) = [(1000 – 100)/100] x 100 = 900%
This example means that for every 1 baht spent, the store makes a profit of 9 baht.
Therefore, understanding ROI will help marketers make better investment decisions across different platforms.
Let's understand four interesting platforms for investing in online advertising.
According to statistics from The HubSpot Blog's 2023 Marketing Strategy & Trends Report, which compiled data from over 1,200 marketers worldwide, Facebook is the most used social media platform for advertising products and services, with 64%, followed by Instagram with 58% and TikTok with 42%.
That means Facebook is the channel that marketers plan to invest in the most next year, higher than any other channel.
However, each platform has different advertising strengths. Let's take a look at what changes should be made to online advertising next year to better suit our brand.
- Facebook: The platform has a reach of 93.3% of Thai internet users. Although younger generations under 20 may not use the platform as much anymore, its long-standing presence means it has a large user base aged 25-34 and senior citizens. This contributes to its nationwide popularity, and targeted advertising is also used to boost reach. Recommended content includes educational content, album posts, question-and-answer sessions designed to encourage comments, consistent content creation, and live streaming.
- TikTok: With a reach of 79.6% of Thai internet users, TikTok is considered one of the hottest platforms of the year. Its primary user base is Gen Z, who exhibit interesting usage patterns, with 90% of users opening the app multiple times a day. This makes it ideal for online marketing, particularly influencer marketing. Recommended content includes videos, popular or trending songs, TikTok challenges, and the use of hashtags to encourage viewer participation and provide stress relief.
- Instagram: With a reach of 68.7% of Thai internet users, primarily aged 18-34, this platform is ideal for e-commerce marketing strategies focusing on organic engagement. Influencers can be used to significantly boost sales. Recommended content includes images, text, and videos that emphasize inspiration and new experiences, as well as using IG Story for polls or questionnaires to increase engagement.
- Line: With a 92.8% internet penetration rate in Thailand, LINE remains the leading instant messenger platform. Its high user base and diverse uses, from communicating with friends, family, and school to work, make it a consistently active platform for Thais. This results in a user base spanning various age groups, particularly the 25-44 age range. This demographic is ideal for marketing strategies such as loyalty programs, information updates, promotional offers, and customer database building. Recommended content includes promotional messages and discount coupons.
Therefore, effective advertising requires planning and consideration of whether the results justify the investment, in order to boost sales and build a positive brand image.
Therefore, it can be said that in any form of advertising, business owners and marketers need to pay attention to detail, plan creatively, and use effective language to communicate directly with the target audience, even under the limitations of each platform. This will create emotion, engagement, and ultimately stimulate purchasing decisions.
If someone is interested in advertising online on various platforms but doesn't know where to start... You can contact HelloAds for more information or inquiries. You can find an online marketing expert.
