Bangkok--15 May--OgilvyOne Worldwide
POLITICAL STABILITY HAS BIGGEST IMPACT ON BUSINESS THIS YEAR SAY KEY EXECUTIVES OF THAI LEADING COMPANIES
OgilvyOne Worldwide Thailand, the country’s leading Customer Relationship Management (CRM) agency, revealed the result of ‘2007 OgilvyOne Executive Poll’ which indicates that majority of business executives joining the poll viewed that political stability has the biggest impact on their business in 2007, and yet they still plan to increase their marketing budget but only a small increase.
OgilvyOne, in cooperation with MSN website and BrandAge magazine, conducted the survey with 200 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 BFI (banking, finance and insurance), real estate and telecommunications, etc.
Commenting on the poll result, Ms.Lynda Tikkavee, 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, utilizing 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, political stability ranks the highest in the list, or 38%, followed by the government’s economic policy at 28% and oil price fluctuation at 10%. This year’s result is different from last year’s as the oil price crisis ranked first in business executives’ opinion in 2006.
When tapped with questions on marketing and customer relations management (CRM) spending in 2007, 76% of business executives, increased 3% from last year, intend to increase budget. 17% of them even opt for significant marketing projects, which 80% of all respondents plan to include CRM strategy as a part of their marketing and promotional budget this year.
For marketing and media spending, event marketing still ranks the most highly considerable channel just like the previous year or 27%, followed by print, interactive media, TV and direct mail respectively. In addition, the internet has remained a popular new medium in which about 61% of respondents view internet as an interesting medium that is worth considering for marketing in Thailand.
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 92% of respondents agreed that the highly competitive market and changes of consumer behaviors make it more and more difficult to attract and retain customers. Apart from the fact that consumers are more knowledgeable and take more time to compare price before making buying decision, business operators believe that that many of them are more cautious in spending as well.
Interested persons can take a look at all details and download the 2007 OgilvyOne Executive Poll’s result at www.ogilvy.co.th/expoll2007
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 115 branch offices in 56 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 was creative ranked# 1 among 13 OgilvyOne office in asia. And also creative ranked #3 among 46 OgilvyOne office in the world
For further information:
Nutthida Sitthikan ( [email protected] )
OgilvyOne Worldwide Thailand
Tel. 0 2205 6715