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Posted on 17 Apr 2025
29243
#LongButIfYouWantToKnowYouMustRead
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"We must get better because our competitors get better every day."
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2018 is almost over.
It’s considered
One of the hottest years
In the online marketing world.
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There’s no more Blue Ocean
Like 4 years ago.
Where will the online market head next year?
What will the new trends be?
How prepared are you?
Let’s see.
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People are now more open to online shopping.
Growth increased by 35%.
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Social Commerce is the unique identity of the Thai market.
(Social Commerce = buying-selling via chat)
This channel still grows.
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Teenagers don’t use FB anymore.
It’s all about IG.
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Next year, IG will grow a lot
Especially for teens
Especially fashion.
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Line started allowing ads.
Ads will appear on Timeline Feed.
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Sellers are too lazy to carry stuff to flea markets.
They use Live to sell.
Or shift to online markets instead.
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Right now in the online market,
Anyone interested in joining
It’s still not too late.
But it might not be
As explosive as before.
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Product Life Cycle
Has become much shorter.
You might feel more exhausted.
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Business models
Are mainly 2 types.
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Buy and sell
Grab products from China to sell.
Run ads to create buzz.
Once it cools down,
Move to the next product.
Need to be quick with products.
Know how to choose products
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Long-term business building
It’s the year of branding.
Brand-building businesses
Will fiercely battle.
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FB marketing
Is undeniably harder.
Reach drops — ads cost more — stricter rules — more competitors.
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These days, reach has dropped a lot.
Not like 2 years ago.
Reach exceeded 100% before.
Now, you must master ads.
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You need to reserve some budget
For ads.
Money is the fuel
That drives your business.
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Advertising cost divided by the number of visitors
Is part of your product cost.
Don’t forget to calculate this.
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Stricter rules.
Pages will be massively shut down.
Supplements, exaggerated claims (overclaim).
Those selling risky products,
Be extra careful.
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Comparing the ratio between
Dying businesses vs. rising businesses,
It’s still 60 : 40.
You must place yourself in the 40.
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When running ads,
Don’t focus on high cost
Or trying to lower it.
Focus on sales.
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Ads are like building a bridge
To the other side.
Whether people cross it
Depends on the product
And content.
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If you throw the hook
But fish don’t bite,
It’s because the bait isn’t tasty.
That’s it.
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Pay attention
To your product
And content.
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With shorter business life cycles,
Next year will be highly competitive.
When it’s time to scoop, scoop quickly.
When it’s time to let go, let go quickly.
Be able to accept and release.
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"Letting go"
Means
When the trend fades,
And the product is no longer demanded,
Let it die.
Don’t fall too in love with your product.
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Or introduce new products
To expand along with the old one.
(Line Extension)
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A great marketer
Must build a brand
And kill it when necessary.
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If you want a longer life cycle,
You must build a brand.
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Concept seems easy
But in reality, it’s very difficult.
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If your business is still doing well,
Increase ad budget.
Scoop as much as possible.
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When increasing spending,
Calculate payout and profit properly.
Payout = how much profit you get per money spent.
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For example, spend 10,000
Earn 100,000 profit.
Payout = 10 times.
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If you spend 20,000
Will you get 200,000 profit?
Not necessarily.
Because payout doesn’t scale linearly.
Check if it’s worth it.
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Because with FB spending,
First few baht are cheaper.
The system finds
The most effective people first.
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Dare to spend more
And see the point
Where you’re happy.
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"Choose the right product
Create great content
Interesting presentation
Master ad running."
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These are key principles
To help you grow.
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Building a brand
Is creating value for your product.
Like dressing up to go out
Is adding value to yourself.
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How to create value?
Distinctive color
Attention to design
Care for staff or team
Packaging
Or simply put,
Attention to details.
Every small detail
That makes customers feel good
As much as possible.
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When customers are satisfied,
You can raise prices.
Then the business lasts longer.
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People buy products
For 2 main reasons.
Functional benefit
Buy because it serves needs.
Emotional benefit
Buy because of emotions.
Like why buy a Porsche
When other cars work fine.
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Nowadays, product performance alone isn’t enough.
You must also make customers feel good about your brand.
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So next year,
Review your product details
That can make your brand valuable,
Attractive in customers’ eyes,
To stand alongside other brands.
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Next year is no longer FB-only.
Use multi-platform strategies
To maximize overall efficiency.
Like Line@.
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Line @ has Broadcast.
Line@ Platform
Ads in Timeline Feed.
Still very cheap.
Ads must be purchased via agency.
Options aren’t as detailed as FB.
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IG can create mood and emotion.
Perfect for fashion.
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If your main plan is
Using celebs or influencers,
IG can be the main base instead of FB.
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Google Search
Mainly used to find information.
Good for creating awareness.
Allows re-marketing.
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YouTube
Still affordable.
Can also do re-marketing.
Cost per view is much cheaper than FB.
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Be open to new things.
Don’t just rely on Mark alone.
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New toys*
FB Broadcast
Can send messages via Inbox
Segmented by labels we set.
Currently can send only 2 times per month.
More than that gets blocked.
This is trial phase,
Still free.
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If there’s too much negative feedback,
They calculate from feedback
And might block you temporarily.
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Chatbot
We can’t skip this.
Can answer repetitive questions for us.
Just set Q&A templates.
A great tool for
Medium businesses upward.
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Ads-Break
In-stream video ads.
Good for big pages
(10,000+ likes)
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Or if your video hits
Over 30,000 views in 1 minute
Within 2 months,
You get $5 per 1,000 views
(Higher payout than YouTube)
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IG Story
A new feature, still incomplete.
Ads are still cheap (people don’t know how to buy yet)
But downside is lower direct conversions.
Focuses on cheap reach instead.
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IG Shopping
You can tag products in IG.
And link to website.
Many things still incomplete.
But next year, “IG Commerce” will rise.
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Back to content.
Content must be good to close sales.
Constantly test and measure.
Don’t assume you’re always right.
What we dislike,
Customers might love.
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A good ad
Generates the most sales.
Good relevance score
Or cheap ad cost
Might not be key indicators.
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Study the rules carefully to avoid page bans.
Risky products
Like diet pills, supplements
Be very cautious.
Some break the rules
But not banned yet.
Doesn’t mean they’re safe forever.
FB checks in cycles.
Stricter and stricter.
Next year will be tougher.
If you’re sure you’re clean,
Contact support.
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Campaign Message will improve.
Good for people who messaged your inbox.
Campaign Message can close more sales.
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Video content will remain strong.
Video sells better than images.
Video size will be vertical
Or square.
Video must be short and concise.
Show peaks, best points within 3-5 sec.
Must stop viewers' scroll.
FB viewers aren’t like TV viewers.
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People now must know video editing.
For graphic designers,
You must learn simple videos.
If you really can’t,
Use freelancers on fastwork.co.
Find video editors, photographers, reviewers, everything.
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Don’t just run ads to sell.
Find quality content
To make them believe
That buying your product
Meets their needs
And gives satisfaction.
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If you want good content,
Influencers are very important.
Both micro and macro.
Different roles.
Choose correctly.
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Main point: Content must be real.
Normal people are more credible
Than big-name presenters.
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Big presenters or bloggers
Create only awareness.
Normal people or small bloggers
Create realness.
People want to buy
Without exaggerated claims.
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In short, as I posted before,
"We must get better."
The market still has big potential.
Plenty of money to scoop.
The key is having a mindset to always improve.
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We must learn new platforms
And tools.
Even if you don’t operate them,
At least understand enough
To discuss with agencies properly.
To match goals.
So you can invest effectively
And get the most value.
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Good luck.
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