From my experience as a marketer who has worked in many different industries, from hawking snacks priced from Bt5 a bag to mobile telephones, insurance and property, I believe that fundamental marketing theories are applicable to every product and will remain relevant for a long time.
Some examples of these marketing theories include the different ways that we can analyse consumer groups and attain a deep understanding of our target customers, and how we can seek business opportunities by spotting unmet needs. These gaps allow the company to develop new products and services at appropriate prices that will make them welcomed by clients.
The key to applying these theories requires marketers to understand their own brand in order to create campaigns that strengthen the relationship between the brand and their target customers. But most important of all is to think creatively in seeking innovative and interesting methods to tell each product's story.
These days, there are increasingly few missed marketing opportunities in terms of the array of conventional methods and strategies used. These tools and techniques that have been successful in the past will remain important ammunition for all marketers in the future, but it also requires us to keep up with the latest developments and know how to adapt and adopt new technological advances that influence the way we assess situations.
The evolution of technology has an impact on marketing decisions as they contribute to changes in consumer behaviour and lifestyles, as well as influence how they make consumption choices. That is why the existence of a digital platform has an increasingly important role in the lives of marketers and consumers. This has given rise to technology that allows marketers to observe and understand consumer behaviour better, and allows us increasingly to customise the way we communicate and convey our key brand messages to target customers.
Systematic data collection and managing client information enable marketers to predict consumer requirements more easily and with greater accuracy. Indeed, it may well augur the end of mass-marketing campaigns.
Brands that are capable of adjusting to direct marketing strategies are those that are able to reach their target customers through various media channels, and will continue to adjust according to their customers' lifestyle changes.
Consequently, marketers have reduced their reliance on communication channels that customers regard as increasingly obsolete in the sense that they are less reliant on them in making their purchasing decisions. We have seen the power of social media and online influencers who can make a difference in consumption decisions when they exert peer pressure.
In conclusion, we can still deploy fundamental marketing ideas and theories, as long as we keep up with current technological trends and changes in the right place and at the right time.
The measure of successful marketers is how well regarded they are as a brand storyteller. It is not only about sheer creativity, but also their deftness in adjusting the story to attract different audiences.
That is why it requires the storyteller to find meaningful content and channels to draw attention to the brand and convey these messages to various consumer groups in ways.
Conversely, it is increasingly important to provide channels so customers can express their thoughts, interact with each other, and provide feedback to the marketer.
The more a brand engages customers, the more credibility it gains, as the era of one-sided cation is now ovr.