In a time when technology was so smart that it became the age of Machine Learning and Artificial Intelligence that would lead us to a full digital lifestyle. This change will directly affect marketers. And every business owner. It's time to understand how digital technology plays a role in changing the world, and how insightful consumers are in this age.
Khun Supatra Prakong Piemthip President of Marketing Association of Thailand Marketing Day 2017 is about technology that is changing the way we live today. It can be classified into four categories.
1. From the TQM era to the TEM
If the old saying. Buy one click. We decided to buy it is not difficult. But now, just one click has become the basic premise of an ecommerce business. This is a change from the Total Quality Management era that focuses on quality sales to Total Experience Management where marketers need to create Brand Experiences all the way through the journey of Customer Journey. And the heart is. Creating a Sensational Experience Or the mind from the beginning to the end.
2. Purposeful Business
In an age where Emotional Engagement is important, brands need to engage with consumers. Try to win Make changes to the world and society. Opportunity for customers to contribute to social change together, such as the brand TOMS with a campaign to buy a pair of shoes donated a pair, which makes customers feel good to be part of the offer. And send a good feeling.
3. Reality Marketing
One of the keywords we hear most often this year is Augmented Reality and Virtual Reality. The technology that will be a part of life. Marketers refuse to use these technologies. To strengthen the campaign. The experience of the brand and the consumer. Technology is just a tool that marketers need to know to use it properly. In order to obtain Emotional Engagement in a way that never before.
4. From Individual to Social
In the past, we created Brand Loyal by making repurchase through 4A models, namely Aware, Attitude, Act, and Act Again. But in this digital age. Consumer behavior has changed. Become a 5A model is Aware, Appeal, Ask, Act and Act Again. And attracted And make a search in the social and tell.
