Nature of Cambodia

The marketing and media sectors are evolving every day in Cambodia and competition is fierce as new players are constantly entering the market. Cambodia may be considered as a less developed country, with three-quarters of the population living in rural areas, but it has been gradually increasing its digital marketing penetration in the country.1 Cambodians watch television to a large extent and is the primary mode of information consumption especially for rural zones. That being said, they also use various social media and chat apps. Nearly 25% of Cambodia is made up of the urban population and e-commerce, banking, and digital agencies have been cropping up.

 

Demography, culture, and different religions

The village country is influenced by many Asian cultures alongside those of France and the United States, which can be seen in the capital Phnom Penh, one of the handful urban centers in the largely rural nation. Cambodia is known for its temples and are valuable tourist spots especially for Buddhists. 93% of Cambodians are Buddhists, 4% are Muslims, 2% are Christians and 1% follow other religions.2  Hence, our main target is the Buddhist community and tourist agencies to promote B2C and B2B services respectively. Research data also reveals that 65% of Cambodians are aged below 30 and hence this will be the target audience for social media posts and campaigns.3

Behaviour towards traditional and digital marketing

The country’s changing approach from conventional media to digital platforms is well noticed in recent years. The digital media penetration to target, sell, and reach the Cambodian market must be a blend of traditional marketing like newspaper, print, TV, and radio and also digital marketing practices like social media marketing on popular social apps, SEO, and display and banner ads on banking, financial apps, and platforms. This blend of strategies will have a wider reach for audiences of 30+ years of age, adults, and people receding in urban-rural zones.

Enhanced social media penetration

Out of the 16.6 million total population in Cambodia, nearly 9.7 million are engaged socially on social media and chat apps. Next to television, Cambodians have massive video consumption on YouTube.4 Therefore, YouTube takes first place in online marketing, followed by Facebook, which is actively used by 9.2 million users to scroll, share posts, and watch videos. The age group of Facebook users in Cambodia in the order of active usage are 22 to 26 year-old, 18 to 21 year-old, and 27 to 30 year-old.5

Chat apps like WhatsApp messenger and Facebook messenger are popular as 1.5 million and 1.3 million users are active on these platforms, respectively.6 Template and infographic marketing with minimal content can be used on WhatsApp where the potential customers can view the post at a glance. Facebook Messenger is usually used to share inquiries, price, and acts as a support to the network builders and consumers. However, new products, services, and promotional activities can be shared on both platforms.  The chat apps are used generally by all people.

Apart from the above apps, Instagram has 610,000 users where fans look out for HD images, live TV, and stories, and follow the profiles of similar interest.7 Thus, reposting via an Instagram repost app allows resharing of posts from famous personalities hence drawing attention from their fans and followers. Furthermore, targeting through hashtags, following users, and adding stories are common Instagram marketing strategies. This social application is generally viewed by youths.

Apart from the above social apps, Tik-Tok is one of the emerging apps to create short and instant videos for businesses. It helps B2B marketing by creating short educational and promotional videos with a musical background. These videos can be shared and posted on other social media platforms too. Additionally, B2C marketing is also made easy as the business owners can find their potential audience from their niche. Just like other apps, business profiles can be created and fans can follow the account. They can like, share, and comment on the video posts.

Evolving digital occupancy

Irrespective of social media and chat apps, social selling and online bank transactions are emerging modes of digital usage. Hence, a business owner can advertise and post banner ads or pop-up ads on banking apps and platforms. This helps in spreading awareness and catering to an audience of similar interests.

Though Cambodia is a largely rural country with close to 16 million people, it has almost a 15% increase in internet users and a 17% increase in social media users every year.8 The majority of Cambodians also explore and hunt for information or query on Google and Yahoo search engines. Furthermore, Cambodians love to access and read e-books, are open to e-publishing, and enjoy online education. This is one of the emerging audience personas among the people of the country. Therefore, banner ads and pay-per-click (PPC) ads on  popular search engines and websites can help to spread brand awareness and draw potential traffic to the website.

Final Word

Cambodia is an emerging country that welcomes digital marketing activities and has a good scope to penetrate the market. Though Cambodia is classified as a less developed country, the use of social media and chat apps sees exponential growth from past to present era. Good views and campaign reach is found on top listed social media marketing platforms. Even though traditional marketing dominates, digital scope and occupancy are slowly evolving. There must be a blend of conventional and modern mediums of marketing. Display advertising and promotion on Google and Yahoo search engines get good viewerships and click rates. Moreover, e-commerce, e-publishing, online banking, and many more practices are evolving and Cambodia is bound to see growth in the digital space and occupancy in the upcoming years.

References

  1. David P. Chandler, Leonard C. Overton (2020). Cambodia. Retrieved from https://www.britannica.com/place/Cambodia
  2. David P. Chandler, Leonard C. Overton (2020). Cambodia. Retrieved from https://www.britannica.com/place/Cambodia
  3. David P. Chandler, Leonard C. Overton (2020). Cambodia. Retrieved from https://www.britannica.com/place/Cambodia
  4. Simon Kemp (17 February 2020). Digital 2020: Cambodia. Retrieved from https://datareportal.com/reports/digital-2020-cambodia
  5. Simon Kemp (17 February 2020). Digital 2020: Cambodia. Retrieved from https://datareportal.com/reports/digital-2020-cambodia
  6. Chloe Ang (16 July 2019). Cambodia’s 2019 Social Media & Digital Statistics. Retrieved from http://geeksincambodia.com/cambodias-2019-social-media-digital-statistics/
  7. Simon Kemp (17 February 2020). Digital 2020: Cambodia. Retrieved from https://datareportal.com/reports/digital-2020-cambodia
  8. Simon Kemp (17 February 2020). Digital 2020: Cambodia. Retrieved from https://datareportal.com/reports/digital-2020-cambodia