Marketers urged to go niche (opens original article in a new tab)

A survey shows 69% of Thai marketers won't increase 2026 budgets, with industry spending expected to decline. Experts recommend niche strategies, data use, and CRM to navigate economic uncertainty.

• 69% of marketers in Thailand do not plan to increase 2026 marketing budgets, with a 1% industry decline forecast.
• Marketers are advised to adopt niche strategies, precision marketing, and data-driven approaches to cope with budget constraints.
• Thailand's medium-sized enterprises need more government support, and e-commerce GP fees could be regulated.