Marketing Association of Thailand Has surveyed trends and opinions in the MAT CMO Council (member of the CMO Council of the Marketing Association), which is a senior executive in a marketing-driven organization and a number of faculty members in related departments. 156 people to summarize guidelines for marketing strategies for brands and Thai marketers.
Dr. Somchat Wisitchaichan, Executive Director and Communications Consultant Public Interest and Civil Society Center NIDA and Vice President of Marketing Knowledge and Asst. Chulalongkorn Business School and Vice President of Activities, Communications and Sustainable Marketing Marketing Association has summarized the survey results and is interesting as follows:
Dr. Somchart said that in the past, we often looked for market trends from foreign countries. Doing this survey will allow us to read the strategies and business directions of experts in Thailand. to be used in planning and creating strategies to suit consumers in the country
Dr. Ake added that Conducting research in the MAT CMO Council will allow us to see a wider range of viewpoints than a handful of marketers. In which marketers will see the views of academics and 156 practitioners.
The results of the survey revealed that The business sector is confident thatThe overall economic outlook will start to unravel in a positive way. But still not very bright Marketers also need to be prepared for a variety of unpredictable situations. Even though most people still lookEconomic Growth in a Narrow Angle +5%
But there is a consensus that in the coming year 2023, the world of marketing will be more active. More than half of the survey participants predicted that The marketing budget will increase 5-10 times higher than the year 2022.%
The main factors that are believed to have a direct effect on marketing First place is about customer needs The second is world economy and the third place is Digital Technology Changes All 3 of which are external factors. Organizations and marketers should therefore be prepared to deal with various situations without negligence.
The overall market will grow as expected or not. will have to see that How much or how little does a stimulus occur? As for whether the market will grow or not, it depends on the action of marketers in working together to drive the economy together.
In this regard, many leading marketers in Thailand think that Trends in consumer behavior in the coming year will focus on the matter of quality experimenting with new brands and knowing the origin of the product be the first
As for investing in new platforms It will focus on four main themes:
- Commerce
- Content
- payment
- Martech
- Governance
In the customer’s point of view, it’s not just a matter of quality alone. But brands need to create the main theme of the product and how it came to be. It can be said that it is another marketing strategy that allows customers to see the perspective of the brand beyond just new products. or the same old company
As for the love of experimenting with new brands. Reflecting that the customer’s brand royalty is gone. When customers open up opportunities for new brands came to try and create new things We will have to speed up to adapt.
For example, CPF’s Zero Meat product has its starting point not just looking at Plant-based food has a market value of only 70 million baht, but seriously engaged in R&D and continuous communication. Until it becomes a new opportunity to make an overview of this health food market. increased to 360 million baht within 1 year, and CPF gained more than 60% of the market share, reflecting the fact that Thais care more about quality beyond just eating healthy food. And must be developed to be tasty and good for health at the same time
What to do??
As mentioned above that When next year’s economy has a better direction Next year’s marketing budget is expected. There will be an increase of 5-10%, so brands must be prepared to deal with new things. that is not just generating sales must create a new opportunity Although we are already the market leader in the same industry
For example, Nanyang shoes brought the Black Pink trend out to create a pre-sale shoe campaign. Made to order, making the shoe value from 99 to 199, adding 20 million baht in new revenue from this campaign. If we know how to adapt and create opportunities in time, we will always receive income channels and reach new customers.
Therefore, what we should pay attention to is the matter of “person” that is central to many marketing contexts When we vote, the priority of People (person) Planet (Earth and Environment) and Profit (profit)
The number 1 thing that marketers and executives prioritize is the subject of “person” which here covers both Society, community and customers which is considered a very important driver for creating true brand love in this era, followed by “word” and continue with “profit” When an organization has both understand and care The result will be reflected It is definitely a positive result that will definitely lead to positive business results.
What will happen next year??
the heart is important That will lead to success in the marketing world this year 2023 can be summarized as a point “4R” is “Fast – Know – Matter – Maintain”
- fast Because we live in an era where nothing is certain. modification update in a timely manner (Adaptability) is therefore very important for success. The work must be more flexible, more up-to-date (Agile Marketing).
- know Means both in terms of personnel potential development, upskill & reskill (Upskill & Reskill) to keep up with the changing world. and in terms of learning customer needs through data collection And analyzed to improve efficiency and effectiveness (Data Driven Marketing).
- subject Is to focus on the content and context of communication (Contextual Marketing & Content Marketing) to lead to attentive communication, pleasing, accurate and pay attention to the subtlety of communication as well. (Communication Sensitivity)
- treat is doing business with care And create value for the world and society (Sustainable Marketing)
However, in the digital world with the growth of usage through many systems in a fast-moving world Organizations and marketers should focus on be careful which is another thing that cannot be overlooked Especially when it comes to security in the technology world, whether financial or data storage management (Cyber Security & Data Security) is considered an important issue that should not be underestimated.
