การปรับตัวของมีเดียเอเจนซี่ไทยในยุค Digital disruption

Abstract

     This article intended to study the digital disruption factors affecting Thai media agencies, their performance before and after the digital disruption effects and economic recession due to the COVID-19 pandemic, as well as their adaptions. Document analysis and in-depth interview with 12 key informants were applied. The key informants are the executives from 5 media agencies who responsible for media planning, the marketing directors of 4 digital media platforms, and the corporate communication and marketing directors from 3 leading brands. The result showed that there were 3 factors, technology, economics and society, affecting media agencies. 1) In terms of technology, media landscape has been changed due to the internet penetration and increasing of smartphone. Digital media such as social media and VDO streaming platforms have rapidly increased. 2) In terms of economics, the COVID-19 pandemic has affected the clients and many businesses. They reduced advertising costs and increasingly turned to online sales and marketing activities. 3) In terms of society, consumer behaviors has changed, such as multi-screen uses and simultaneous online activities, as well as rapid growth of online user-generated contents. As a consequence of digital disruption, the adaptation of media agencies should include: HR development, rearranging organizational structure, creating new patterns of income, managing media clients, adjusting media planning and strategies, and applying technology in their operation.