How is your marketing plan today? Is it still the same or does it need to be adjusted daily to keep up with the changing world?
Marketing Association of Thailand has organized an online marketer’s day with Khun Nattapon Muangtham, owner of the marketing page for each day, and Asst. Prof. Dr. Aek Phathonthanakul, Assistant to the President for Communication, Brand, and Alumni Relations, Chulalongkorn University. It’s quite interesting to share knowledge of marketing decoding 5.0.
Today’s Marketer Marketing without a plan is necessary. That is, there is a plan to follow, but it has to be adjusted quickly. Anyone who can still work according to the same plan that was laid at the beginning of the year for up to 3 months is considered good. Because the world today has to adjust almost every month. The more you are a private business The more you have to adjust quickly It can be seen that enterprises are starting to adjust some things to do faster. For example, in the case of Thailand Post, join hands with Flash Express and JWD in cold storage business. Because they saw the opportunity, they talked and shook hands within 1 month.
Although the matter of the document will not be finished soon. But at least we have a plan to do it together. to better support the market demand Accelerating the pace of new business Because the data that each business has, if different people invest, it takes time to build up the market in time. It may be a downtrend of opportunity. That shows that data is very important and is changing the world quickly. Which we have adapted or not?
A few years ago, people were always worried that robots or AI would replace humans. Which in fact may be replaced in some parts that have to do the same job repeatedly or should not let the employees who are the ones who are at risk Therefore, using robots instead and using a human or that person to do tasks that require more skills than before, such as call center employees who have to support people’s emotions all the time and have to answer basic questions. repeatedly May use a machine instead of helping in the first place before handing over the wood to the staff who helps to do it instead.
Ms. Nui introduced the core of the data ecosystem that will consist of 5 themes: data driven marketing (collecting data from various sources for processing), predictive marketing (predicting situations in advance), contextual marketing (using contextual context). ), augmented marketing (using technology to work properly Technology will help people to be effective and people have to learn new things) agile marketing (if not adaptive No matter how good the data is, I can’t pick it up and use it in time.)
Therefore, separating the information will give us a clearer picture. The fact that each department in the company is receiving different information and working differently. That’s a waste of opportunity for more accurate customer analysis. If we have buckets and put them together to see the customer journey, what they do, what they search for, what they want, how they use it, we can better visualize the customer segment. and easy to make destination
The creation of customer segments according to lifestyles, not just generations. will give us the opportunity to access and can be stimulated through promotions that are more direct Because people in the same age group have different preferences and behaviors, the lifestye segmentation makes the behavior and purchasing power more clearly visible. That’s why the data should be put together.
“People’s behavior online shopping today Shop tomorrow at the store. If you see this kind of information, marketers will interpret it as omni-channel shoppers. which it is not It was a matter of the behavior they were doing at that moment. is to go out to live It cannot be predicted that he has that kind of preference.”
In this regard, the data compiled through the process should be sorted according to the buckets below.
Ajarn Ek added that Marketing planners and old marketers have a SEP way of thinking, then we build on the strategy by doing 7P, 4P, but the new idea will become circular. And when the behavior changes, the SEP action changes and the unit analyses. we get data moment And each person has different data on each platform.
**7Ps is a marketing strategy developed by Philip Kotler, the founder of Marketing 3.0, for use in hospitality businesses. The Marketing Mix, better known as the familiar 4P, has the following components: Product, Price, Place, Promotion, People, Physical Evidence and Process. In order to cover businesses in the service category, 3 more P’s were added, namely People, Process and Physical Evidence (Source: digitakgeek )
** 4P or Marketing Mix or known in Thai as “Marketing ingredients” is the most popular and fundamental marketing theory. By dividing the analysis of elements into 4 parts, namely Product (product), Price (price), Place (distribution channel), Promotion (sales promotion) in order to formulate a marketing strategy accordingly, appropriate and attract customers to generate sales. the most (Source: Fillgood)
However, today’s business data collection is only about collecting roll data, but we should know more about understanding than code, so educational institutions that teach this subject should focus on logic and critical thinking at the same time. Because understanding the nature of data will give us new perspectives. And it’s wider than just a matter of technology.
People tend to view data as difficult. and taking the same data set to ask questions in the same format, they will get the same answer. But if taking the same set of questions to ask people in different professions We will get more information and answers. which each party should be used and twisted differently than before In the market there are tools to analyze and find new trends. There are many free-to-use formats such as google trends, wisesight, mandala zendesk, hubspot Let’s try the free tool first so that we can get to know the data and become more familiar with the tool.
In addition, marketers need to differentiate between voice and noise to the point because marketers in this era, when they see noise, hastened to change. because I can’t distinguish what is Some quick changes without waiting for the moment and corrected to the point That might waste some opportunities.
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