Breaking the Marketing Mold: Kham Inthirath of Compound Effect On 5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
Micro-influencers have become a powerful tool across businesses of all sizes due to their authenticity and relatability. Unlike major influencers or celebrities, micro-influencers are more accessible and cost-effective, making them ideal for brands with varying budgets. They often have a highly engaged following and provide valuable peer-to-peer social proof, which is crucial in today’s trust-driven market. Larger brands also benefit by reaching niche audiences through these influencers, who amplify the brand’s message with a genuine, community-driven voice. This approach builds deeper, more authentic connections with diverse audiences.
Traditional marketing methods are no longer sufficient in today’s dynamic and fast-evolving market. To truly engage and captivate audiences, businesses need to think outside the box and adopt innovative and non-traditional marketing strategies. What are these strategies, and how can they transform audience engagement? I had the pleasure of interviewing Kham Inthirath.
Kham Inthirath, CEO of Compound Effect, brings over 20 years of experience in marketing and business consulting, enriched by his unique background, including time spent as a monk. He specializes in integrating AI, digital transformation, and innovative strategies with a solid human-centric approach to drive business growth. Kham is leading AI-driven initiatives redefining the future of work, content creation, and business automation, establishing him as a recognized authority in modern marketing and operational efficiency.
Thank you so much for joining us in this interview series! To start, could you share when and how you got started in marketing?
I started in marketing with Verizon Yellow Pages about 20 years ago — yeah, remember those? It was the Google of its day. When the internet boom started, Verizon acquired a digital company, and suddenly I was neck-deep in Google Ads and SEO. In the shift from print to digital, I got a front row seat to that crash course. After a few years of riding that wave, I thought, “Why not go all in?” So I launched my own agency. Now we’re playing with AI and all sorts of cutting-edge stuff. It’s been quite a ride, and I’m still enjoying every minute of it.
What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?
AI is becoming such a disruptive source. I can’t stress enough that Businesses must break away from traditional marketing and embrace new strategies like generative AI. Those who innovate and adapt will excel. We’re seeing teams knockout campaigns in half the time, saving hours each week on tasks that used to be a slog. The feedback we’re getting is exciting, too. People are more productive, sure, but they’re also happier and more engaged. AI is like having a really smart assistant who never sleeps. It’s changing the game in ways we’re only beginning to fully understand.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
People and technology are evolving rapidly, especially with the rise of AI, which is becoming a disruptive force. I believe businesses must break away from traditional marketing and embrace new strategies because those who innovate and adapt will excel. Through AI literacy programs, workshops, and training, I’ve seen firsthand the productivity gains AI can bring, even in a short period. It’s about staying curious, pushing boundaries, and continually learning. As I often say, “If you’re not using AI in your role, you’ll be replaced by someone who is.” AI isn’t just changing how we do business; it’s impacting our personal lives too. Understanding and embracing these changes allows businesses to protect their brands, clients, and themselves in an interconnected world.
Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?
One of the first major shifts we made away from traditional marketing was adopting AI avatars for gathering feedback. Traditionally, businesses rely on manual surveys or calls, which can be time-consuming and less engaging. By using AI avatars that mimic human interaction via email or phone, we scaled our feedback collection, increasing response rates and gaining richer insights. Customers appreciate the human-like interaction, and it allows us to gather valuable data more efficiently. This approach not only improves customer satisfaction but also provides actionable insights that drive better business decisions.
What specific results did you see after implementing this change?
Recently, we rolled out AI avatars to gather feedback, and the results were eye-opening. One of our clients saw a 730 percent increase in response rates. Why the big jump? Because people could share their thoughts by talking or recording videos instead of typing. It turns out that when you give people a chance to speak their minds, they really open up. We got way more context and nuance than we ever did with written surveys.
Our client got even more out of this AI strategy. Those videos became marketing gold. Our client had a treasure trove of authentic customer stories. They used these for social media, sales pitches, you name it. The videos gave us greater insight and we also used them as fuel for their entire brand narrative.
So we ended up with this virtuous cycle: better feedback leading to smarter strategies, leading to happier customers, leading to even better feedback. It’s been a game-changer for marketing, sales, and customer success across the board.
How do you ensure that these new marketing strategies resonate with your target audience?
Marketing is part art, part science. To nail it, you’ve got to keep testing and tweaking.
Here’s our playbook: We start small, running beta tests with a select group. Sure, we crunch the numbers, but we also talk to people to get the full picture. Often, these conversations really open our eyes.
Sometimes, a strategy looks great on paper but needs some fine-tuning in the real world. It’s all about catching those subtle details that can make or break a campaign. The secret to a successful campaign is to never stop testing, gathering feedback, and refining. You’d be surprised how many companies skip this crucial step. It’s simple, but works wonders.
Can you share an example of something you tried that didn’t deliver expected results or ended up ended up becoming a financial burden, and what you learned from that experience?
We once ran an ambitious omni-channel campaign for a client, leveraging digital marketing, paid ads, commercial billboards, and direct mail. The client was eager for quick results, which led us to move faster than we should have.
We overextended ourselves, particularly with the direct mail component. We rushed the messaging without our usual thorough testing process. As a result, some prospects found the mailers misleading, which led to missed sales opportunities and skewed our ROI projections for that channel.
This experience reinforced two critical principles for us: the importance of setting realistic timelines and the value of maintaining our quality standards, even under pressure. It wasn’t a failure per se, but rather a powerful reminder that rushing can be counterproductive.
We’ve since incorporated this lesson into our workflow. Now, no matter how tight the deadline, we ensure each element of a campaign receives proper attention and testing. Striking the right balance between speed and quality delivers the best results for our clients.
Great. Now, let’s dive into the heart of our interview. Could you list “5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before”?
- Micro-influencers have become a powerful tool across businesses of all sizes due to their authenticity and relatability. Unlike major influencers or celebrities, micro-influencers are more accessible and cost-effective, making them ideal for brands with varying budgets. They often have a highly engaged following and provide valuable peer-to-peer social proof, which is crucial in today’s trust-driven market. Larger brands also benefit by reaching niche audiences through these influencers, who amplify the brand’s message with a genuine, community-driven voice. This approach builds deeper, more authentic connections with diverse audiences.
- User-generated content (UGC) remains an underutilized yet powerful marketing strategy. While many businesses focus on creating their own content, encouraging content directly from users can be incredibly impactful. UGC offers a blend of authenticity and diversity, as it reflects real customer experiences in their own words and style, which resonates deeply with their peers. This kind of content builds community and trust, enhancing brand credibility. Most customers are willing to contribute when they feel a connection to the brand, creating a cycle of engagement and reciprocity that benefits both the brand and its community.
- AI tools are transforming content creation, especially in two key areas: long-form writing and video editing. Traditionally, creating high-quality content required a team of writers, strategists, SEO specialists, designers, and editors, and the process could take several days. Now, AI allows one person to complete these tasks in minutes. For writing, AI drafts, optimizes for SEO, integrates data, and sources quotes. For video, AI automates editing, clip selection, transcription, captioning, and social media posting. This drastically reduces production time and costs while maintaining quality and consistency.
- Community building is a powerful strategy under the umbrella of demand generation. It empowers members to share experiences, offer peer recommendations, and build trust — key factors in today’s B2B and B2C buying decisions. Brands that excel in creating a sense of camaraderie within their communities often see organic opportunities for upselling, cross-selling, and increased sales. Platforms like Reddit provide anonymous, honest feedback and insights, making them valuable spaces for engagement. Whether creating your own community or joining existing ones, being part of these discussions offers invaluable insights and influence beyond traditional marketing.
- AI note-takers are enhancing both virtual and in-person meetings by recording conversations, providing transcripts, and generating insightful summaries. For marketing, sales, and client success teams, these tools help identify sentiment, highlight upsell opportunities, and improve overall communication strategies. Tools like Grain, Fathom, and Otter offer features that go beyond note-taking, such as clipping impactful video segments from meetings. With client permission, these clips can be repurposed as user-generated content for social proof on websites, social media, or email campaigns, turning everyday conversations into powerful marketing assets. This makes AI note-takers invaluable for communication, strategy, and content creation.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?
Companies transitioning away from traditional marketing strategies often face challenges such as resistance to change, a lack of understanding of new tools and technologies, and a fear of losing brand consistency. To overcome these challenges, businesses should invest in training and education to build digital literacy across teams. Start with small pilot programs to demonstrate quick wins and build confidence, and ensure alignment by clearly communicating the benefits of new strategies. Additionally, leveraging AI and data analytics can help refine strategies and ensure they align with the brand’s voice and goals
How do you measure the success and ROI of these new marketing strategies?
We measure new marketing strategies’ success and ROI by tracking quantitative and qualitative metrics. Key performance indicators (KPIs) such as sales, revenue growth, and conversion rates are essential for assessing financial impact. We also evaluate productivity gains, time savings, and employee satisfaction, as tools like AI help teams become more efficient and effective. Additionally, we gather feedback on employee morale and how AI tools reduce workload stress, making them feel more productive and engaged. Together, these metrics provide a comprehensive view of the effectiveness of our strategies.
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
In the next 5–10 years, innovative marketing will increasingly rely on AI and machine learning to drive hyper-personalization and predict customer behavior. We’ll see more integration of AI tools that automate and optimize content creation, customer engagement, and sales processes. The rise of augmented reality (AR) and virtual reality (VR) will create immersive brand experiences, while data privacy will shape how brands interact with consumers. As technology advances, the ability to blend human creativity with AI’s analytical power will define successful marketing strategies, enabling businesses to connect more deeply with their audiences.
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
My advice to business leaders who are hesitant to move away from traditional marketing methods is to start small and experiment. Test a new strategy, like using AI for content creation or micro-influencers, and track the results. The reality is if you don’t start embracing these innovations now, you risk being left behind by competitors who are already leveraging these tools. The marketing landscape is evolving rapidly, and failing to adapt could mean losing relevance in your market. It’s crucial to take action now to stay competitive and drive growth.
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
We’re working on an innovative project to create AI agents that interact with each other to fill various roles across an entire business ecosystem, from marketing and sales to operations and beyond. These AI agents will be tailored to meet specific needs and act as virtual team members capable of executing workflows, automation, and strategic tasks. Our goal is to provide companies with a turnkey solution that includes a go-to-market strategy supported by AI tools and agents, helping businesses efficiently address knowledge gaps and resource challenges regardless of their role.
How can our readers follow your work and learn more about your approaches to modern marketing?
Readers can follow my work on LinkedIn, where I regularly share insights and updates. Feel free to connect and engage with me there. For more information and upcoming resources, visit our website, getcompoundeffect.com. We’re excited to launch a new podcast soon, which will provide real-world use cases and actionable strategies to help businesses understand and effectively apply modern marketing approaches.
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com
Breaking the Marketing Mold: Kham Inthirath of Compound Effect On 5 Innovative & Non Traditional… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.