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Overview of Essential Digital Media Channels Part 2: Messenger, Display Content and Search channels
- theo5416
- Aug 28
- 4 min read
Updated: Sep 19
In our first post, we explored how video and social media channels have become essential for today’s marketing strategies. In this second part, we will look at four additional channels that are just as important for reaching and engaging audiences: messenger apps, display advertising, content marketing, and search marketing. Each plays a unique role in the customer journey, and together they provide marketers with a powerful toolkit.
Messaging Platforms: Direct and Personal
Messaging apps have transformed how people communicate, and they have become valuable spaces for brands to connect directly with customers.
LINE is the dominant messaging app in Thailand with more than 40 million monthly active users. However, advertisers must get users to opt in before they can send messages. Targeting is limited to age, gender, and province, but LINE offers creative formats like coupons and rich menus to keep users engaged. Cost per reach is about 0.10 THB.
Facebook Messenger has around 20 million users in Thailand and allows targeting even if users have not opted in. Since Messenger is part of the Facebook ecosystem, it benefits from the same robust targeting capabilities. Cost per reach can be as low as 0.03 THB, making it highly efficient.
The strength of messaging platforms lies in their personal nature. A brand’s message can appear in the same space where users talk with friends, creating a sense of intimacy and immediacy.
Display Advertising: The Digital Billboard
Display advertising is one of the oldest forms of online advertising, but it continues to play a vital role. Display ads appear across websites and apps through networks and exchanges, reaching millions of users.
Strengths of display advertising include:
Broad reach (over 30 million people in Thailand).
Advanced targeting (geographic, audience segments, and retargeting).
Interactive formats that can drive clicks and engagement.
Tracking tools to measure reach, frequency, and effectiveness.
One of the most powerful features is retargeting, where users who have visited a website are shown ads again across the web. This ensures that interested customers are reminded of a brand until they are ready to convert.
Content Marketing: Educating and Inspiring
Content marketing focuses on creating and sharing valuable information to attract and engage audiences. It typically appears in two main forms:
Content discovery networks (native advertising) place articles or recommendations within news and lifestyle websites. Platforms like Taboola help brands overcome “banner blindness” by blending ads with editorial content. These placements often achieve higher click-through rates, and the average cost per click in Thailand is around 3 THB.
Influencer marketing leverages the trust people place in online personalities. Influencers can be celebrities, micro-creators, or niche bloggers who have built credibility with their followers. A recommendation from an influencer feels more authentic than a direct ad, making it a powerful way to reach engaged audiences. Costs are relatively low, sometimes as little as 0.5–1 THB per reach.
The success of content marketing depends on quality. Good content builds trust and credibility, while poor content can harm a brand.
Search Marketing: Meeting Demand at the Right Time
Search marketing is one of the most effective channels because it reaches people who are actively looking for information, products, or services.
There are two types of search results:
Organic search: results that appear naturally based on relevance and SEO. Building organic rankings takes time but can provide long-term value.
Paid search: results that appear because advertisers bid on keywords. Paid search provides immediate visibility but requires careful budget management.
When building a search strategy, marketers should consider three keyword categories:
Brand keywords (e.g., “Audience IQ”).
Generic keywords (e.g., “marketing agency in Thailand”).
Competitor keywords (e.g., “Ogilvy Thailand”).
Costs are based on a bidding model. For example, the keyword “MBA” may cost up to 30 THB per click in Thailand. Whether that is expensive or not depends on the value of the customer acquired. The important thing is to monitor performance and optimize campaigns over time.
Bringing It All Together
Messenger apps, display advertising, content marketing, and search all play unique roles within the marketing funnel. Messaging offers personal interaction, display provides broad visibility, content builds trust, and search captures demand. When combined with video and social channels, marketers can build a true omni-channel strategy that reaches people at every stage of their journey.
Final Thoughts
As the digital landscape continues to evolve, it is clear that no single channel is enough. The most effective marketing strategies integrate multiple platforms, ensuring that customers encounter consistent messaging across touchpoints. By using messaging, display, content, and search alongside video and social, businesses can create campaigns that are both comprehensive and impactful.
If you would like to dive deeper into this session, you can watch the full lecture here:
👉 Overview of Essential Digital Media Channels Part 2: Messenger, Display Content and Search Channels
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