There was an excellent article in The Nation yesterday, Online marketing budgets set for big jump, that the big bosses at the Tourism Authority of Thailand need to read and implement.

Uraiporn Cholsirirungskul, CEO of Thomas Idea, posted 7 marketing trends for 2012 that the Tourism Authority of Thailand MUST heed or fall way behind the other nine ASEAN countries.

Hot Sauce

This is a smart lady who has worked in the online marketing field for many years and knows what she is talking about.  But, I doubt that the Tourism Authority of Thailand will listen to these nuggets of wisdom.

As one of the experienced practitioners in the digital marketing and digital platform for more than 10 years, Uraiporn shared the digital marketing outlook with 7 digital marketing trends marketers must know in 2012.

Since the Tourism Authority of Thailand is mired in old-school marketing techniques, the Tourism Authority of Thailand most likely will not follow these 7 trends and fall further and further behind the rest of Asia.

Digital marketing strategy: Corporates must find the right strategy and policy for all digital consumer touchpoints. For instance, Facebook dialogue policy, social network crisis management, and customer database clean-up policy must be put into consideration. Moreover, the policies must concern the integration of search, social media, e-mail marketing, mobile marketing, and other digital platforms to drive customers to revisit the site regularly.

The Tourism Authority of Thailand fails miserably at Social Media – mainly Facebook and YouTube.   TAT has no concept of what Facebook is and treats it like any other web site.  The Tourism Authority of Thailand failed big time at getting out information regarding the floods in Thailand via Facebook and posted the worst ever videos on YouTube garnering about 200 views in 2 months.  They also have no concept of the “social” part of social media.  They post a comment or question and then never return to respond.  They also don’t monitor the smart-ass comments I make on YouTube (I can’t make comments on the Tourism Authority of Thailand Facebook page as I have been banned by the Tourism Authority of Thailand Amazing Thailand and Sukjai Thailand (before it was deleted)).

Digital platform integration: User experience design must provide the mechanics for users to participate in some form of Like, Share, Send, or Review. This would amplify the product/brand awareness and engagement of the online community.

I said it before.  The Tourism Authority of Thailand wouldn’t know how to integrate peanut butter and jelly with two slices of bread to make a sandwich.  About the only interaction that the Tourism Authority of Thailand implements via Facebook or their web site are games and contests that lean toward “cutesy” and are geared toward local Thais.  The Tourism Authority of Thailand has no idea how to market to Foreigners.

Social media for business results: The social media success is not measured by the number of fans only. More Web analytics, such as interactivity, brand talks, and real fan acquisitions, should be considered for the company to set objectives and get real return on social media investment.

The Tourism Authority of Thailand thinks that because they have over 200,000 fans, they are a success.  Most just joined because of a contest and have never returned. Giving out 1-5 day old “status updates” on the floods that were inaccurate, incomplete, and flat out wrong shows that the Tourism Authority of Thailand is all form and no substance.  Promoting the New Year’s Eve 2012 Countdown at CentralWorld by the Tourism Authority of Thailand when the Thai Police are warning of possible bombings is totally irresponsible.

Branded content: The Internet allows users to consume and interact with various forms of content. More branded content will be created to engage consumers with stories and new brand experience through online video, movie, webisode, e-book, game, and mobile application.

The Tourism Authority of Thailand fails horribly at videos as displayed during the floods.  They attempted to fool the public with a video “interview” of the Pacific Asia Travel Association (PATA) CEO that was an obvious “on your knees begging” to tourists to come to Thailand – and the video was listed as a flood situation update.  The Tourism Authority of Thailand second feeble attempt showed two Thai “stars” interviewing tourists at an upscale shopping center.  I am sure that this video was heavily edited only showing positive responses.  Lastly, was a video from the Tourism Authority of Thailand showing an airplane departing from Suvarnabhumi – no text, no voice over, no nothing – just a plane taking off.  The Tourism Authority of Thailand is clueless.

e/f/m-commerce: e-Commerce, f-commerce, and m-commerce will be the big winners next year. With the increase numbers of mobile devices, especially smart phones and tablets, consumers will progressively use their mobile devices to access, get more information, and make purchases through m-commerce apps and m-sites. It is important to direct an online customer to the brand’s e-shop right away once he/she has the intent to purchase.

E-commerce (Electronic), F-commerce (Facebook), M-commerce (Mobile) are areas that the Tourism Authority of Thailand falls flat on its face.  The Tourism Authority of Thailand should be partnering with the private sector – airlines, hotels, travel agents, etc. – and working together instead of having separate and private agendas.  All the Tourism Authority of Thailand does is out-source its work to 3rd parties, never checks for accuracy, and sits back and rests on their laurels.  The Tourism Authority of Thailand re-creating and re-naming the same old shitty campaigns doesn’t win you tourists.

Device+app+technology: More and more digital devices are available for consumers. Corporates must understand their target segments’ behaviour on the digital devices and platforms they prefer. Choosing the right media strategy will be a bigger challenge for advertisers.

The Tourism Authority of Thailand has had one application created for them, got them some lame award from an organization that the Tourism Authority of Thailand pays to belong to, and the Tourism Authority of Thailand thinks that is all they have to do.  They continue to target the local market only with stupid games.  The Tourism Authority of Thailand has no idea how to market to foreigners.  The Tourism Authority of Thailand BIG contact center’s web site is all in Thai.  How does this help foreigners?

Short-term promotion: The growth of online e-stores has boosted the numbers and frequency of promotions offered to customers. Short-term promotions, such as, two-day promos, exclusive two-day deals for Facebook fans, or three extended promotions after the first purchase will drive the online customer to purchase more. This would change the way store managers and marketers would plan promotional schemes.

This is where the Tourism Authority of Thailand should be partnering with the private sector to be the focal point for bargains in Thailand.  Special offers only for Facebook Fans or Twitter followers.  But, the Tourism Authority of Thailand only uses Facebook to say “Good Morning” and complain that it is Monday and they have to work.  Not working well with others, especially the private business sector, may just doom tourism in Thailand.  And, we can thank the Tourism Authority of Thailand.

In 2012, Thomas Idea will offer a full range of digital services, from online strategy consulting, to user experience design, large-scale application development, and 360-degrees digital marketing services. The services cover the seamless integration of all digital platform technologies, including Web application, mobile application, e-commerce, m-commerce, online campaign, e-CRM and social media.

If the Tourism Authority of Thailand were smart, they would throw some of their billions of baht budget at this company, learn, and implement their ideas.   But, the Tourism Authority of Thailand isn’t very smart.

Tags: budget digital facebook online marketing TAT tourism authority of thailand twitter youtube