The Direct Messaging Advertising market in Kazakhstan is experiencing significant growth and development.
Customer preferences: Customers in Kazakhstan are increasingly turning to direct messaging platforms for communication and information sharing. This shift in consumer behavior is driven by several factors, including the convenience and immediacy of direct messaging, as well as the ability to have personalized and targeted interactions with brands. As a result, businesses are recognizing the importance of leveraging direct messaging advertising to reach and engage with their target audience in a more direct and personalized way.
Trends in the market: One of the key trends in the Direct Messaging Advertising market in Kazakhstan is the increasing adoption of chatbots. Chatbots are computer programs that simulate human conversation, allowing businesses to automate customer interactions and provide instant responses to inquiries. This technology is particularly well-suited for direct messaging platforms, as it enables businesses to deliver personalized and interactive experiences at scale. Chatbots can be used for a variety of purposes, such as customer support, lead generation, and product recommendations, making them a valuable tool for businesses looking to enhance their direct messaging advertising efforts. Another trend in the market is the integration of e-commerce capabilities within direct messaging platforms. This allows businesses to seamlessly connect with customers and facilitate transactions directly within the messaging app. By eliminating the need for customers to switch between different apps or websites, this integration streamlines the purchasing process and enhances the overall customer experience. As a result, businesses are increasingly investing in direct messaging advertising to drive sales and conversions through these integrated e-commerce features.
Local special circumstances: Kazakhstan has a rapidly growing internet penetration rate, with a large percentage of the population accessing the internet through mobile devices. This high level of mobile connectivity presents a unique opportunity for businesses to reach and engage with consumers through direct messaging advertising. Mobile messaging apps are widely used in Kazakhstan, with platforms such as WhatsApp, Telegram, and Viber being particularly popular. Businesses that leverage these platforms for advertising can effectively target and engage with a large and active user base.
Underlying macroeconomic factors: The growing Direct Messaging Advertising market in Kazakhstan can be attributed to several underlying macroeconomic factors. The country's strong economic growth and increasing consumer spending power have contributed to a thriving digital advertising industry. Additionally, the government's efforts to promote digitalization and innovation have created a favorable environment for businesses to invest in direct messaging advertising. As a result, both domestic and international companies are capitalizing on the opportunities presented by the Direct Messaging Advertising market in Kazakhstan.
Data coverage:
The data encompasses B2B enterprises. Figures are based on Direct Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses via e-mail, SMS, direct mail, messengers, web push, telemarketing, and instant messaging.Modeling approach:
Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, number of smartphone users, internet coverage, and number of urban households. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.
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