Bangkok: In an era where marketing dynamics evolve at a breakneck pace, Assistant Professor Dr. Ekk Phatarathanakul, President of the Marketing Association of Thailand, brings forward a novel perspective with his book "Marketing Genius 0.1." The book challenges the current marketing paradigms by advocating for a return to the foundational understanding encapsulated in Marketing 0.1, even as the world advances towards Marketing 7.0.
According to Thai News Agency, Dr. Ekk explains that "0.1" symbolizes the fragmentation and dispersion of consumer behaviors in today's digital age. Consumers no longer exhibit uniform behaviors, but rather display a spectrum of traits across different platforms. This diversity necessitates a new approach in marketing, aptly termed Marketing 0.1, which leverages modern tools such as Digital Marketing and AI Marketing to comprehend and cater to these varied behaviors.
A critical concept discussed in the book is the synergy between AI (Artificial Intelligence) and HI (Human Intelligence) in predictive marketing. Dr. Ekk highlights a case study involving True, a company that utilizes AI to segment its target audience into over 3,000 groups, predicting customer behavior to enhance retention strategies. However, he underscores the importance of integrating human intelligence, which excels in negotiation, empathy, and humor-qualities that AI cannot yet replicate.
Dr. Ekk likens customer data to "crude oil" that requires refining into valuable insights, focusing not merely on basic demographics but delving into lifestyle attributes. Effective communication, he argues, relies on "using images, not creating images" to tell genuine and compelling stories.
The book, crafted over a year with meticulously updated content, reflects Dr. Ekk's commitment to making academic concepts accessible and engaging. He employs a unique writing style that draws from various literary influences, ensuring that readers find the material both informative and enjoyable.
In a generous gesture, Dr. Ekk has committed all proceeds from the book to the Siriraj Foundation, offering readers the dual benefit of gaining knowledge while supporting a charitable cause. "Marketing Genius 0.1" is available for purchase at the Chulalongkorn University Bookstore, now reimagined as a "Forest of Knowledge," providing services both offline and online.