Marketers urged to go niche

A survey by the Marketing Association of Thailand found 69% of respondents do not plan to increase their marketing budgets for 2026, with industry spending forecast to decline by 1% year-on-year.

Uncertainty has become a reality for marketers, driven by geopolitical conflicts and the volatile policies of economic partners, prompting customers to be more cautious with their spending.

Marketers are encouraged to adopt more precise and niche strategies, while strengthening customer relationship management (CRM) to survive this turbulent period.