The story of doing Martech in an era where technology has changed the old marketing strategy after Covid-19 through the use of technologies or solutions What’s interesting is that we can see a lot of solution options on the market. And many services are available for free as well.
for the business sector or the new marketer Get used to the tool and want to come back to use it often. to the willingness to pay per use (pay per use) because the manufacturers of these technologies Young marketers adapt and become familiar with technology as quickly as they were born to use it.
The arrival of Insight Era under the umbrella of G-Able’s house may not come as a surprise because G-Able is one of the Thai technology companies.
Thumbsup talked to Mr. Yok-Nareerat Saeteo Chief Executive Officer and co-founder of Insightera Company Limited, a young executive in her 30s who graduated with both a bachelor’s and master’s degree. from the Faculty of Engineering Computer Engineering King Mongkut’s University of Technology Thonburi She told us that she didn’t study marketing directly.
Instead, it chooses to develop solutions and build tools for modern marketers focused on analyzing and using data to maximize the benefits of both old and new businesses.
The trend of making data It is something that many businesses have prepared or have done. But how much is up to the concept of corporate executives. that they are ready to invest in tools or technology how much
Mr. Yok : The importance of making data There will be many components coming together. If any business has information in hand. It’s easy to experiment with new strategies. or use an enabled tool Let’s do it. But if it’s a new era brand that doesn’t have information in hand, it may have to collect behavioral data or competitors to develop strategies first. Having to admit that COVID-19 has forced marketers and brands to adapt and be open to online use as one of the factors in creating business opportunities.
A lot of things are affected by COVID-19 changed a lot in terms of behavior, lifestyle, business strategy working style including the transition of the generation All of them are factors that make new business people have to keep up. Including the new generation of people born with a lifestyle that has different beliefs from the previous generation. It makes marketers and brands work harder.
Mr. Jade : Actions in the field of data Relying only on the experience of the old marketers may not be enough. but must have other information come together As for what information will be used That is, I want you to start with what we want to know first and ask questions from what we thought we knew. Let’s combine things that we may not have known together. because the new generation is a mix Many things make marketers hesitant about the information they get. Therefore, we need to find out which parts of the data that we have lost and then continue to build on. As for the new business, it’s about asking questions to be shredded. in order to know more information than previously thought
“Choosing that information It’s up to the problem from the brand owner that he wants to know about anything. I kept everything I wanted to know. But if you’re a small brand, you’ll need to choose what to keep in order to make the most of your data. Frame the things you want to know clearly. Ask questions to the point When you get an answer, take that answer as a starting point in making a strategy. Even so, it’s called using the information for the most benefit.”
Do the traditional surveys get better information or not?
Mr. Jade : There are two forms of work that must be looked at. It’s always an answer that actually works. Online, there are different focus groups, not just from surveys. But will listen from social media platforms to consist of This allows brands to get real-time answers. and really reflect the feelings of the service users and the brand
Why can’t I find our brand on social media??
Mr. Jade : There are two aspects of our customers not talking about us: our brand is very good in the customer’s mind and the customer doesn’t know us enough so they don’t talk about it. Making in the corner of the data must be made in a variety of ways If you think that we have no communication problem I might look at market landscape that is becomingHowever, we have to create sound from here. It may be distorted in terms of market demands or activities to get the voice of customers who want to communicate in certain matters, such as a campaign to communicate and collect feedback that has been discussed online. Therefore, having an online brand If it’s not a problem, look at other aspects. and see what problems other people are having. then use these data to analyze the results and create maximum benefits
Strategic Planning Influencer how to not be dramatic and Benefit the brand
To create an online strategy If you choose to use influencers You have to plan clearly in both parts first, namely the campaign part, whether you should choose to use this influencer strategy or not. with two selections of influencers in the campaign The company will look at people who are really engaged, rather than just a high number of followers. suitable for investment Because each influencer is different.
Mr. Jade : A good influencer strategy It’s not just a campaign to create a single image or a memorable one. but must set guidelines for making content together Whether it’s before, that influencer has done any content before. Is it compatible with our brand? And if this campaign ends how is the feedback Should we work together continuously? is to look at the overall picture until the end of the project
Then analyze whether your influencer is suitable for investment or not. Because each influencer has different advantages and disadvantages, you need to look at performance.
In addition, the process of working with a good influencer is to check the flow quickly. After releasing the workpiece We have to know the feedback within the first hour to know if the current is positive or negative. The sooner we know, the quicker we can fix the communication. If there’s drama or something that doesn’t fit, you need to deal with it in time. But if the trend is good, it doesn’t mean that you don’t ignore it. That means you have to check the sound on all platforms that the brand has in hand. And when the campaign is over, check the overview again.
(Q) If you follow groups of influencers or pages Often see popular brands giving away gifts to influencers to use for free. without paying wages But many requests What do you think of this?
Mr. Jade : The use of influencers from superstars to the general public. Let’s help that review. People online can accept it. That is, if they read product reviews and feel happy. If you want to try it, click to order via the platform or walk to the store. But if it’s not okay to read, it will scroll through. Therefore, brands who are still worried about using influencers secretly Or use it for free but use a way to give something to try and let them recommend. Because I think it’s better to get results than spending money. Actually, it’s another marketing strategy that works with influencers as well. That makes the system of working with influencers change.
But really, I want brands to accept real influencer reviews. Not expecting them to always give you good reviews. Because if it actually works, it’s bad. The reviewers are also infamous. It’s like exchanging benefits. You give him the product at your cost. But influencers work for them, too.
Except for affiliate work, it’s a trend that influencers are more popular in this era. It’s called influencer affiliate, where consumers can see what kind of reviews are paying. What is the real review? Which consumers themselves expect the truth from influencers as well. Even if it is a new model that helps increase income for influencers. But influencers expect to work with brands that are better than just dividends or freebies.
Why? martech When the agency can manage fully
The business opportunity of the martech agency comes from the adaptation of brands that want to start adopting more technology. And there are still a lot of tools that brands don’t actually use.
Mr. Jade : The approach of making martech in the era that requires strategy to be effective and work at full efficiency. It is an opportunity for the new generation. who understand digital marketing more than people in the past and must be able to interpret data like a real human being It’s not a robotic translation. Therefore, looking for someone who has experience and tools that are ready to answer all aspects, which insight era will add to this section.
In addition, senior marketers who have never used new tools or technologies may have experience and more open-minded to these tools Because it helps to increase the ability to work in the modern era and use KPIs as a better measure of the effectiveness of work or campaigns.
What new and old marketers have to do is take the experience of seniors. Combined with modern tools will result in good work results. because of the era and the tools change very quickly If you look at the main goal It will surely make a better picture of working in a modern era.
5 What brands should do immediately!!
- measurement and Analysis of the posterior systemHouse of the platform itself to be clear, all channels, because if we plan a strategy without knowing the strengths – weaknesses How is your own It’s hard to keep moving forward. Including having to do it right within the organization
- If the brand owner has multiple channels or platforms should bring a tracking overviewtogethereach other because each brand’s channel has different followers. Because working teams may have different styles. Therefore, we have to look at the big picture clearly and find a connection point.
- understand customer journeyimmediately and strung out which ones should be done and which ones shouldn’t. Brands and marketers should have a tool or platform. to analyze customer behavior clearly
- External data from other sources should be added besides their own internal data. and should use Social Listening toLook at the responses of both your competitors and yourself. what are you doing and our target audience What do you like or dislike? Then began to adjust the data to be used in many parts.
- Adjust the work processes of people in the organization. This is very important in the work and mindset of the workers. No matter how good the information But if the team is not ready to adjust, it is difficult to use the information to plan the journey from beginning to end. And should plan from operation to the end and trust the information we have on hand.
Combining data with technology and using it to optimize branding strategies. It is a matter that marketers need to plan clearly and adjust accordingly.
