Bangkok--17 Apr--OgilvyOne Worldwide
OgilvyOne Worldwide Thailand, the country’s leading Customer Relationship Management (CRM) agency, revealed the result of ‘OgilvyOne Executive Poll ’ which indicates that majority of business executives joining the poll viewed that the opposition movement against the government has the biggest impact on their business in 2006, and yet they still plan to
increase their marketing budget but with cautiousness.
OgilvyOne, in cooperation with MSN.com and BrandAge magazine, conducted the survey with 325 top business executives in Thailand toward the country’s economic turnaround, spending in media activities, and changes in consumers’ attitudes. The respondents are in various industries ranging from consumer products/FMCG (fast-moving consumer goods) to media/communication, BFI (banking, finance and insurance), real estate, telecommunications, etc.
Commenting on the poll result, Mrs. Kanokporn Nitheranont, Managing Director of OgilvyOne Worldwide Thailand, said: “Despite several external factors affecting business operations and investment environment, we can see from the findings that business executives put more focus on CRM strategy and interactive media in communicating brand identity and penetrating markets. In doing business today, utilize the right and efficient medium to reach target groups and strengthen relationship with customers are as important as the quality of products and services.”
The poll results reveal that, on the issues that impact the business, the opposition movement against the government ranks the highest in the list, or 28.5%, followed closely by oil price crisis, at 27.8%. Other factors include inflation, insurgence in the South and avian flu.
When tapped with questions on marketing and customer relations management (CRM) spending in 2006, 60% of business executives still intend to increase budget. 12.7% of them even opt for significant marketing projects, which also include CRM strategy in plans. However, the figure reflects a significant drop from 2005 where 79% planned to increase marketing budget.
For marketing and media spending, event marketing ranks the most highly considered channel or 22.8%, followed by print, TV, interactive media, direct mail and outdoor media respectively. Many businesses have been more open to new forms of media such as the Internet over recent years.
This reflects the upcoming trend of interactive channel that has become more efficient due to the more popularity of broadband and Internet media.
In current environment, up to 91.5% of respondents, slightly increased percentage over last year, agreed that the highly competitive market and changes of consumer behaviors make it more and more difficult to win and retain customers. Apart from the fact that consumers are more knowledgeable and cautious in spending, business operators believe that many of them take more time to compare price before making buying decision.
About OgilvyOne Worldwide
Established in 1986, OgilvyOne in Thailand, is the leading Customer Relationship Management and Interactive Marketing network. Its areas of expertise are CRM consultancy on overall CRM and assessment; online and offline communications strategy including loyalty program & brand’s touch points strategy, creative work, and data service; recommended measurement tools for evaluating return on investment (ROI) of campaign. OgilvyOne Worldwide Thailand is one of OgilvyOne Worldwide's 99 branch offices in 63 countries worldwide.
OgilvyOne Worldwide is the No. 1 Direct Marketing and Interactive Network in the world and Asia-Pacific by leading trade publication Ad Age. It also won the largest number of creative awards globally. In 2003, OgilvyOne Asia-Pacific won the Agency of the Year Award in the Below the Line category from Media Magazine.
Currently, OgilvyOne Thailand has received 80 creative awards from global, regional and local in year 2005.
Issued on behalf of: OgilvyOne Worldwide Thailand
For further information: Kanokporn Nitheranont
OgilvyOne Worldwide Thailand
Tel. 0 2205 6700