Thailand
Cambodia: New-age media consumption changing the face of local marketing landscape
In Cambodia, the shift to digital consumption has skyrocketed in line with its development and rising number of internet users. That number was estimated at more than 9 million and growing in 2020, a figure over half the nation’s population.
Steve Noble, the editor of business information site B2B Cambodia, said the shift away from traditional forms of media is shaking up the entire marketing sector in the Kingdom. He added that the embrace of social media platforms including Instagram and TikTok, as well as language or region-specific platforms such as Weibo or WeChat for the Chinese market has changed the local marketing landscape.
“This has led to a shift in the way advertising and marketing agencies operate in the bigger cities like Phnom Penh, due to an increased digital media consumption and demand,” said Noble.
He noted that this has spurred the rise of new-age marketing techniques, such as SEO (search engine optimisation), web-based advertising and influencer marketing. Media website Splice agreed, stating that the shift to digital requires a change in understanding how media is consumed in order for marketing and advertisers to capitalise.
The site explains, “Like many fast, emerging nations, Cambodia is at the confluence of two major trends, its fast-growing young population and an increased accessibility to the internet,.This has meant media is moving primarily online. Today, there are two truths to digital consumption. Everything is fungible, and everything will be commoditised over time. News, social media, video subscriptions, games, chats, e-commerce all vie for attention and money and these are fundamentally interchangeable. The average person, through their smartphone, now has the ability to swap out each of these with the other.”
Splice says that it is now increasingly important to appreciate the way this shift to digital has changed the way information is created, amplified, or enriched by technology.
B2B Cambodia’s Noble noted that the shift towards digital media consumption in the Kingdom has been recognised by a number of international digital agencies which are now actively raising digital marketing practice standards in Cambodia.
“New platforms and apps are always entering the market – and COVID-19 has spurred a quicker adoption of these tools in Cambodia. More businesses pivoted and adapted to the pandemic by producing more and better online content, adopting fintech and online payment options, and apps. Food deliveries and e-gaming are obviously on the rise and very competitive,” he added.
“Clients are increasingly beginning to think of their marketing in more strategic terms, adopting a longer-term view of how they want to develop their brand image, how they see themselves in the market and who they want to align with.Influencers and brand ambassadors are increasingly seen as adding value to brands. Better-built websites and online advertising to drive people to engage, interact or spend is key, as well as utilising best practices in SEO and web development.
“Digital monetisation has become popular [here] and fintech is here to stay. So online payment options and quality app-targeted ads, etc will be standard media consumption.”
Noble said that the development of education courses in digital marketing and technology are helping improve standards. He added the government needs to decide how best to monitor changes in the digital economy to ensure consumer protection and that the nation remains an attractive destination for local and international businesses.
Source: https://www.khmertimeskh.com/50814873/new-age-media-consumption-changing-the-face-of-local-marketing-landscape/