This document discusses how niche content is becoming more mainstream. It notes that audiences now consume media whenever and wherever they want, rather than waiting for scheduled programming. It argues that brands, media publishers, and agencies should create passionate content for specific interests or communities, rather than trying to appeal to everyone. It also highlights how new technologies like apps, chatbots, videos and devices can engage audiences, but that technology alone is not enough - the focus should remain on creating valuable content for niches.

1. Niche is the new mainstream
ชวนคุยภูมิทัศน์สื่อ 2020
จักรพงษ์ คงมาลัย
Moonshot Digital

2. Managing Director / Partner
Moonshot Digital Co.,Ltd
• Content Publisher & Media
Head of Content Business, Sanook! Online (Tencent)
Co-founder- thumbsup.in.th
Online reporter manager.co.th
• Marketing
Content Marketing Manager, Thai Samsung Electronics
Product Marketing YellowPages.co.th
• Community Management
Community Manager Yahoo!
(Flickr, Yahoo! Answers, Yahoo! Group)
Community Manager, True Corporation
Mark
eting
&
Busin
ess
Conte
nt &
Journ
alism
JAKRAPONG KONGMALAI

3. 3
I’m Not Here to Sell You Anything

4. My point of view + My vocabulary
Brand
Media Publisher
Tech Platform
Professional Agency
Company who owned products & services
Passionate storyteller. E.g. Publishers, Bloggers, Influencers,
Entertainer, Content creator
Platform that allow you to reach & engage with relevant
audiences. E.g. Social Media, Recommendation engine
Partner who accelerate your success with marketing expertise.
E.g. Consultant, Agency

5. Media is dead. So sad
5

6. No, Media isn’t dead.
But there is a change in value proposition
6

7. 7
Value: Vehicle

8. 8

9. 9
Value: Niche for something

10. 10

11. 11

12. 1980
Audience’s task
- Wait for the program
- Captive Audience
- Wait for something interesting (“สิ่งที่น่าสนใจ”)

13. NOW
Audience’s task
- Whenever, Wherever you want
- No need to wait for interruption
- Interreact immediately

14. Source: The Matter

16. Audience
Media
Publishers
Brand
Communication flow
Brand’s Media
(Website, Social
channel, etc)
Friends /
Influencers /
Bloggers
User
Community

17. Black Panther Case

21. It’s merge.
Brand
Media Publisher
Tech Platform
Professional Agency
You are brand + You are
Media Publisher who create
valuable passionate content
for someone not everyone

22. Hubspot
Hubspot = Inbound Marketing

25. Content for
booklovers

31. Create Content that people care

32. สร้าง App สิ เผื่อคนจะเข้ามาทางแอปฯ ไม่ได้เข้าเว็บอย่างเดียวแล้วล่ะก็…
ใช้ Chat Apps ไหมเผื่อคนอยากจะมา Engage กับสื่อมากขึ้น
ทำ Chat bots สิ เดี๋ยวนี้มันต้อง AI มันต้องมีเทคโนโลยีมาช่วย
iPad…
Slack…
Autoplay videos… (วัดผลเป็น Viewability ไหม จะได้ไม่ต้องนับ Impression อย่างเดียว?)
Vertical video
Facebook live
360/AR/VR (ของใหม่ครับ ต้องลอง)
Instagram stories
Instant Articles
AMP (Google จะได้ช่วยเรา)
Smartwatches (คนยุคใหม่ใช้เยอะนะ เราตกยุคไม่ได้)
32
Technology is important,
but it’s not only about
technology.

33. OTT
Advertorial,
Display
Online training,
News Analysis
Workshop,
training

34. Owned Media:
Digital Venture

36. Think with Google

37. 37

38. Media
Publisher:
Little monster
38

39. 39

40. 40

41. 41

42. 42

43. 43

44. 44

45. What else we can do?
• Media business is hard to survive as a media channel
• Product / Service of the niche segment
• Production
• Agency
• Online, offline Academy
• Online, offline Publishing
• Merchandise
• E-Commerce
45

46. It all about creating the value that serves your
niche, loyal community.
Being something important to your segment OR
being irrelevant and die.
46

47. Thanks
@jakrapong