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Industry Landscape
The MarTech and CRM industry is experiencing rapid growth, driven by digital transformation and the increasing demand for personalized customer experiences. AI and automation are key trends, enabling businesses to manage fragmented customer data and streamline communication across diverse channels. The focus is on Customer 360 views and data-driven strategies to enhance customer lifetime value and operational efficiency. Messaging platforms like LINE are becoming central to customer engagement in Asian markets.
Total Assets Under Management (AUM)
Digital Marketing Software Market Size in Thailand
~Based on available data, the Digital Marketing Software Market in Thailand is projected to reach approximately 150-200 Million USD in 2024.
(10-15% CAGR)
- Driven by increased digital adoption.
- Boosted by e-commerce expansion.
- Fueled by rising demand for AI/automation.
Total Addressable Market
200 Million USD
Market Growth Stage
Pace of Market Growth
Emerging Technologies
Generative AI for Content & Conversations
Generative AI will enable MarTech platforms to create highly personalized marketing copy, chatbot responses, and even dynamic visual content, significantly enhancing hyper-personalization and efficiency.
Composable CDP & Marketing Architecture
The shift towards composable Customer Data Platforms (CDPs) allows businesses to select best-of-breed components and build highly customized, flexible data and marketing stacks, moving away from monolithic solutions.
Privacy-Enhancing Technologies (PETs)
PETs like federated learning and differential privacy will allow businesses to derive insights from sensitive customer data without compromising privacy, addressing growing regulatory concerns and building greater trust.
Impactful Policy Frameworks
Thailand Personal Data Protection Act (PDPA) 2019
Effective June 1, 2022, Thailand's PDPA governs the collection, use, disclosure, and cross-border transfer of personal data, aligning with global data protection standards like GDPR.
This policy mandates stricter data handling practices, requiring businesses to obtain explicit consent for data processing and providing individuals with greater control over their personal information.
Electronic Transactions Act (ETA) (No. 4) B.E. 2562 (2019)
This amendment strengthens the legal framework for electronic transactions and digital signatures, aiming to boost confidence in e-commerce and digital services.
It provides clearer legal certainty for digital contracts and transactions, fostering greater adoption of online business models and digital marketing activities.
Consumer Protection Act (No. 5) B.E. 2560 (2017) (focus on online advertising)
While older, its principles are increasingly applied to digital marketing, emphasizing fair advertising practices, transparency, and prohibiting misleading information in online promotions.
This requires MarTech platforms and their users to ensure all automated marketing communications and advertisements are truthful and not deceptive, reducing risks of consumer complaints and legal issues.
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