![Martech to form a larger part of Thai marketing spend: report](https://cdn.i.haymarketmedia.asia/?n=campaign-asia%2fcontent%2f4Screenshot+2024-04-15+at+12.09.14+PM.jpg&h=570&w=855&q=100&v=20170226&c=1)
The proportion of marketing budgets spent on martech in Thailand is set to rise, according to Thailand's Martech Report 2024, a joint annual study by Content Shifu and Hummingbirds Consulting.
The study, based on an online survey of 400 industry participants along with 11 qualitative interviews, has yielded the following highlights:
The proportion of martech budgets in Thailand to overall corporate marketing budgets is set to be 46% on average in 2024, compared to 10-30% in 2023.
The budget allocation for martech tools specifically have also changed. Fewer players (35%) are spending between 11-50% in 2024 versus 63% last year. But more (17%) are also allotting a majority >50% of their budgets for tools than last year (9%).
![](https://cdn.i.haymarketmedia.asia?n=campaign-asia%2fcontent%2fScreenshot+2024-04-15+at+12.04.56+PM.png&c=0)
Advertising and promotion remain the most popular martech categories followed by data, then social and CRM.
![](https://cdn.i.haymarketmedia.asia?n=campaign-asia%2fcontent%2fScreenshot+2024-04-15+at+12.02.06+PM.png&c=0)
Most martech users in Thailand do so in order to boost sales, followed by improving their organisational performance.
![](https://cdn.i.haymarketmedia.asia?n=campaign-asia%2fcontent%2fScreenshot+2024-04-15+at+12.01.01+PM.png&c=0)
According to the report, Google and Line are the biggest providers of martech tools to the Thai industry
![](https://cdn.i.haymarketmedia.asia?n=campaign-asia%2fcontent%2fScreenshot+2024-04-15+at+12.02.41+PM.png&c=0)