Over the past three years, following the global pandemic, people's behavior has changed, placing greater emphasis on the online world. Analysis of billions of search queries on Google reveals several evolving consumer trends in Thailand, as compiled in the Year in Search 2022 report. This analysis aims to help marketers plan their marketing strategies and further develop their businesses in the years to come.
HelloAds has compiled interesting information from Google's Year in Search report to make it easy for everyone to understand and apply. This includes:
1. Increased searches for the term "Soft Power" (500%) indicate that advertising in television, series, and films has a greater influence on the thoughts and actions of Thai people.
2. The retro trend is making a comeback. Thais and people around the world are reminiscing about the past and have searched for the term Y2K more frequently, resulting in... (370%)Nostalgia Marketing It has gained popularity and is one of the trending strategies right now.
3. Currently, people are paying more attention to various social issues. This is evident from the fact that over 80% of Gen Z in the Asia-Pacific region are willing to pay more for brands that support issues that interest them.
For example, DTAC created an advertisement showcasing people with disabilities as self-reliant individuals with dreams and talents. This empowering and inspiring ad was created with representatives from the disability community providing guidance. Combined with YouTube's diverse audience reach, it resulted in the brand's message of "overcoming physical disability to achieve achievable dreams together." This ad achieved an ad recall rate of 51.9% and a click-through rate 2.2 times higher than the industry average.
4. Today, people are increasingly using multisearch and combining image and text searches. Creating eye-catching images alongside text can significantly enhance your brand, creating new opportunities to cater to diverse identities and needs.
For example, Muang Thai Life Insurance attracted the attention of diverse consumer groups by utilizing image extensions in Search to match advertising creatives with target audiences, resulting in a 11% increase in Click-Through Rate while the Cost per Click decreased by 27%.
5. Thai consumers are increasingly committed to making environmentally conscious purchasing decisions. Furthermore, price and brand trust remain key factors influencing purchases.
As prices rise, people become more cautious with their spending, choosing to wait for the best deals or promotions. This has led to a 100% increase in searches for "cheapest," reflecting macroeconomic trends and rising living costs, which have resulted in Thais increasingly opting for lower prices. Similarly, searches for "pay later" have also increased.
Furthermore, it was found that 39% Thais are more willing to purchase products or services that support sustainability if given the option, resulting in an increase in searches for the term "net zero" 330%, as Thais are committed to reducing their environmental impact.
Shoppers are increasingly faced with confusion and uncertainty when making purchasing decisions, even when buying everyday items. They are meticulous in selecting brands and products that are of good quality and will last a long time. 89% of Thais want brand trust before making a purchase. Searches for the word "trustworthy" have increased by 30%, as brand trust remains the first thing consumers consider.
A survey of consumers in Southeast Asia revealed that the three most important factors influencing purchasing decisions and serving as clear indicators of consumer confidence are positive reviews, well-known brands, and return/refund guarantees.
6. Brands should use AI-driven advertising solutions to offer the best deals to consumers searching for products or services. Brands can adopt a tried-and-new approach by combining traditional practices with AI-driven solutions, such as using value-based bidding in conjunction with Broad Match, which helps brands appear more effectively when new keywords are searched.
Because 80% of advertisers worldwide (Google) are now using Automated Bidding to unlock the true potential of Search.
For example, Mitsubishi uses Broad Match's AI capabilities in Search to enhance the customer experience for those looking to buy a car. By identifying generic keywords such as "car payment schedule" and "new car," the brand can increase online leads by 191% and reduce the cost per conversion by 65%.
Or consider TTB, which enhances its Search strategy by utilizing Discovery Ads and AI-driven solutions like Performance Max to help Thais access and discover suitable financial options. This strategy has resulted in the brand appearing at every Google touchpoint and enables TTB to reach the right customers at each touchpoint.
The result was an average 29% reduction in Cost per Acquisition compared to Search-only advertising campaigns, and a 95% increase in conversions compared to non-Search solutions.
7. Thais are looking for ways to make up for lost years through revenge spending, whether it's going on barbecue parties or playing sports. They are determined to rediscover fun and inspiration, and share these experiences with loved ones.
8. In 2022, travel demand in most countries in the Asia-Pacific region, including Thailand, surpassed that of 2019, the period before the COVID-19 pandemic. However, tourists are becoming more frugal. While the intent to travel abroad increased last year, supply constraints in the international tourism industry and rising prices due to inflation have prevented a full recovery. Domestic travel therefore remains an attractive and steadily growing option.
This resulted in a 70% increase in searches for "cheap flights" compared to a 30% increase in flights searches, and a 100% increase in searches for "overseas tours," as various countries reopened their borders.
9. Today, customers live and shop through a variety of channels, making omnichannel strategies more important than ever. Globally, in-store searches have nearly tripled since the beginning of 2022, while 90% of consumers in the Asia Pacific region expect retailers to sell products online, and even those who shop in-store or offline still rely on at least one digital channel for information.
For example, Lotus's, Thailand's largest hypermarket chain, wanted to capture consumer buying behavior trends to boost online sales. They leveraged their Performance Max solution with product feeds to drive customers to their official stores within Shopee and increase conversions. Lotus's used an AI-powered solution to display the most relevant advertising creatives to customers, increasing return on ad spend in Shopee stores to 153% and reducing cost per click by 50%.
Based on data from Google Trends for the period September 1, 2021 – August 31, 2022, compared to the period September 1, 2020 – August 31, 2021.
These nine consumer trends are worth watching and can be applied by various businesses to boost sales and reach target audiences more effectively. For those interested in starting marketing but don't know where to begin and need more information, please contact us.Inquire about HelloAds You can hire an agency to provide full-service online marketing.
