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2024 Digital Marketing Landscape of Thailand 

Thailand has a diverse cultural heritage, bustling metropolitan centres, and enticing cuisine. It is also famous for unique and interesting marketing initiatives.  

In this article, we delve into 2024 digital marketing landscape in Thailand. Learn how to navigate and excel in this dynamic marketplace.  


2024 Internet and Social Media Usage  

As of the beginning of 2024, Thailand has a significant internet penetration. According to Digital 2024: Thailand report, approximately 88% of the population, or around 63.21 million people, actively use the Internet.

The average daily internet usage is nearly 8 hours, highlighting a highly connected society.  

Social media plays a pivotal role. 68.3% of the population actively engage on various platforms. This makes it a crucial area for digital marketing.  

2024 internet usage in ThailandSource: Digital 2024 Thailand 

Major Platforms  

LINE continues to be a cornerstone of digital communication and marketing in Thailand. It offers services like messaging, LINE Pay, and LINE Shopping that are perfect for the Thai market.  

Along with LINE, other global platforms like Facebook, Instagram, and TikTok also enjoy substantial popularity. However, LINE’s localized approach and tailored features provide a distinct advantage in effectively reaching and engaging Thai consumers.

Want to learn more?

Read our blog on why LINE is Japan’s most popular social media platform

Why is LINE the most popular social media app in Japan

E-commerce and Digital Economy  

E-commerce remains a driving force in Thailand’s digital economy. Its growth is a testament to evolving consumer behaviour toward digital transactions and online shopping. Brands increasingly leverage e-commerce platforms to connect with consumers.  

It offers a seamless shopping experience integrating marketing, sales, and payment processing. This helps enhance brands’ presence in the digital marketplace. 

Some of the most popular payment methods in Thailand include: credit & debit cards, Prompt Pay, LINE Pay, True Money Walled and SCB Easy App.

Popular payment methods in Thailand

2024 Key Trends and Innovations  

Fandom Marketing  

Fandom marketing represents an advanced strategy for engaging and building relationships with passionate interest groups. Brands can increase engagement and sales by working with popular influencers and celebrities with loyal followers. Events like Viu’s “Viu Scream Dates” exemplify how fan-driven marketing strategies can create significant buzz and consumer interest.  

example of fandom marketing in Thailand

Personalization and AI  

Artificial intelligence and advanced data analytics are transforming digital marketing in Thailand. Brands can now deliver highly personalized marketing experiences tailored to consumer preferences and behaviours.

This level of personalization enhances customer engagement, improves conversion rates, and fosters brand loyalty.  


Video Content  

Video content continues to dominate the digital marketing landscape. Platforms like YouTube and TikTok are immensely popular, with users spending significant time watching videos.

Brands leverage this trend by creating engaging video content that captures viewers’ attention and conveys marketing messages effectively.  


Social Commerce  

The integration of shopping features directly into social media platforms is revolutionizing e-commerce. Social commerce allows consumers to discover and purchase products seamlessly within their favourite social media apps.

This trend enhances the shopping experience and provides brands new avenues to reach and convert potential customers.  

Metaverse Marketing  

The emergence of the metaverse presents new opportunities for brands to engage with consumers in virtual environments. Virtual showrooms, interactive events, and immersive experiences in the metaverse are becoming increasingly popular.

Brands are exploring these innovative spaces to create unique and memorable interactions with audiences.  


Top Digital Advertising Platforms in Thailand  

Here are the popular platforms shaping the digital advertising ecosystem in Thailand:  

LINE Ads  

LINE app

As a cornerstone of Thailand’s digital advertising, LINE Ads leverages its extensive user base and integrated services. Advertisers benefit from precise targeting based on user interactions within LINE’s ecosystem, maximizing engagement and conversion rates.

Continual innovation, including augmented reality (AR) ads and advanced targeting options, reinforces LINE’s pivotal role in connecting brands with Thai consumers.  

Want to learn more?

Discover our complimentary LINE Ads service in Japan.

Free LINE Ads support service

Facebook and Instagram  

Facebook and Instagram logo

These platforms remain influential with sophisticated targeting tools and expansive audience reach. Instagram’s e-commerce integration and Facebook’s diverse ad formats solidify their status as essential channels for brand visibility and customer acquisition.  



TikTok logo

TikTok is becoming popular among the younger generations in Thailand. It is a great platform for brands to make short-form content. Its viral nature and young demographic are ideal for fostering community engagement and launching viral marketing campaigns.  


Google Ads

Google Ads logo

As the dominant search engine, Google Ads continues to play a crucial role in capturing intent-based traffic. Robust analytics and optimization tools empower advertisers to achieve high ROI by effectively targeting relevant audiences.  


In summary, Thailand’s 2024 digital marketing landscape shows high internet and social media usage. Other trends include the rise of e-commerce and the implementation of cutting-edge marketing tactics. Brands that effectively harness these trends are well-positioned to succeed in this dynamic and rapidly evolving market.  

2024 Digital Marketing Landscape in Thailand:
What Brands Should Know

Understanding cultural nuances and preferences is crucial when marketing to Thai consumers.   

Thai consumers value personalized interactions and authenticity. To enhance consumer trust and engagement, brands should incorporate local languages, customs, and traditions into marketing campaigns. Besides, we advise effectively leveraging platforms like LINE, Facebook, and TikTok in your overall marketing strategy.   

By remaining agile, culturally attuned, and technologically savvy, brands can capitalize on Thailand’s digital opportunities and build enduring connections with Thai consumers.

Let’s talk!

At DMFA, we provide LINE support services not only in Thailand but also in Japan and Taiwan.

Contact our team for further information if you want to promote your business on LINE.

Simply fill in the form and our team will get back to you as soon as possible →

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