Breaking the Marketing Mold: Chanuttita Chitmanasak On 5 Innovative & Non-Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
Virtual Event and Experience: Marketers should utilize new technologies to connect with their audience in innovative ways. By hosting virtual events, such as workshops, webinars, or live performances they can create a sense of community and provide valuable content for their audience. Virtual events also provide valuable data on attendee behavior, preferences, and engagement, which can be analyzed for future personalized marketing strategies.
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 Chanuttita Chitmanasak.
Chanuttita Chitmanasak has extensive experience in developing CRM and MarTech strategies at both regional and on an international level. She has successfully led go-to-market strategies across twelve countries, leveraging data analysis and personalization to drive customer loyalty. With a strong background in CRM, marketing automation, and customer care, Chanuttita is also well-versed in a wide range of MarTech tools.
Thank you so much for joining us in this interview series Channuttita! To start, could you share when and how you got started in marketing?
I have been passionate about marketing for as long as I can remember, drawn to the creativity, strategy, and innovation it requires. I started my career in corporate strategy, which allowed me to work across multiple departments and understand how different functions align to achieve business goals. Along the way, I realized that my true passion lay in creating an integration between marketing and technology.
I’m currently working for a multinational company, integrating consumer insights and big data to create personalized experiences through marketing technology tools. I have had the opportunity to lead various marketing initiatives across the industry, from demand generation to full-funnel marketing campaigns.
Beyond work hours, I am enthusiastic about applying my skills and knowledge to inspire and educate others. I have been given the opportunity to become a guest speaker and have been on the judging committees for various marketing events and competitions.
What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?
The biggest shift in the marketing industry, from my perspective, is the rapid advancements in) AI. When I started my career, marketing relied heavily on traditional methods. Campaigns were designed based on research, and success was often measured through broad metrics such as reach, impression, and feedback. Then came the wave of AI innovations and marketing leaders began to use AI to analyze vast amounts of data at lightning speed. Tools like algorithms help process consumer data in real-time and segment each individual’s preference. This has allowed marketers to create highly personalized messages tailored to customer’s needs. AI makes it easier for marketing professionals to understand performance metrics and trends because it provides insights that guide strategic decisions. In the automotive industry, for example, Tesla used AI and machine learning to completely revolutionize personalization efforts. Every touchpoint works as a source to capture and analyze data to tailor needs.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
Today’s consumers are increasingly digital-savvy, spending the majority of their time online to gather information and make purchasing decisions. As consumer behavior shifts and technology advances, traditional marketing methods like print advertisements and offline commercials, are rapidly losing their effectiveness. In addition, modern consumers are now demanding personalized experiences tailored to their specific preferences and interests. Traditional marketing often employs a one-size-fits-all approach, creating broad messages aimed at large demographics rather than targeting individual needs. This lack of personalization leads to disinterest and less conversion.
From my experience, when a company pany has collected data from sources like website analytics, social media interactions, purchase histories, and surveys, the company is then better able to understand its customers and its prospects’ targeted group and be able to send a relevant message to those people. By recognizing the importance of understanding their audience, companies cannot only increase sales but also cultivate a deeper connection with their customers.
Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?
I have broken out of the traditional marketing mold by using data to challenge assumptions, identify new opportunities, and discover patterns that might not be obvious. Customers engage with brands through multiple channels both online and offline) I focus on providing a cohesive experience that meets their needs at every stage of their journey. I apply data analytic skills to understand customer behavior across all channels and go beyond demographics.
What specific results did you see after implementing this change?
By using data analytics to test correlations between variables I can invest in creating a strong relationship with customers. This along with customer lifetime value is cheaper than spending money on social media advertising. The incremental cost of sending emails, local social apps, or loyalty offers is minimal, and the ROI improves over time as customers continue to engage.
How do you ensure that these new marketing strategies resonate with your target audience?
I am focusing on building a relationship and connection with the audience. I segment audiences based on demographics, behavior history, interest, and preference. My personalization strategy goes beyond adding a customer’s name to the email; it involves offering products, services, or content that align with one’s preference (tailor emails, offers, and communication).In addition, I am eager to understand customer opinions and gather feedback from each communication and touchpoint to make sure we push the right message to the right customer at the right time.
Can you share an example of something you tried that didn’t deliver expected results or ended up becoming a financial burden, and what you learned from that experience?
I have an example of a campaign I ran that did not meet my expectations. Though it did not end up becoming a financial burden, it wasn’t a ‘hit’ but a ‘miss’ in the market. We implemented a social cause campaign to show support for a widely recognized global issue — sustainability. However, the messaging was too complicated for a mass audience, using specific wording to promote the topic without diving into specific actions or solutions. The campaign did not provide clear, actionable steps for a target audience to engage. Audiences felt the message was vague and complicated. I have learned that general campaigns rarely work and a one-size-fits-all marketing message usually fails.
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”?
- Virtual Event and Experience: Marketers should utilize new technologies to connect with their audience in innovative ways. By hosting virtual events, such as workshops, webinars, or live performances they can create a sense of community and provide valuable content for their audience. Virtual events also provide valuable data on attendee behavior, preferences, and engagement, which can be analyzed for future personalized marketing strategies.
- Augmented Reality (AR) Marketing: This technology allows brands to create immersive experiences that engage customers in ways that traditional media cannot. For instance, by allowing customers to visualize products in a digital environment before purchasing a product, AR can reduce uncertainty and hesitation, leading to higher conversion rates. For instance, nowadays, many automotive companies are utilizing more and more AR for their marketing.
- Data Driven Marketing: Data-driven insights help marketers make better decisions about content creation, targeting, and distribution. By leveraging customer insights, brands can create personalized, relevant, and engaging stories that resonate with their target audience. With data, brands can understand their audience and not just make assumptions.
- Narrative-Driven Marketing: Engagement is higher when marketers create an emotional story that brings deeper connections with their consumers. Rather than simply promoting products or services, this approach emphasizes the stories behind a brand, its values, and the people involved, making the brand more relatable and memorable. By utilizing narrative-driven marketing, brands can create messages that resonate with their audience and foster long-term loyalty.
- AI-Powered Marketing: As technology continues to advance, leveraging AI will become increasingly essential for brands aiming to stay competitive and meet the evolving expectations of their customers. Marketers can use AI as a personalization and recommendation engine, chatbots and virtual assistants, predictive analytics, content creation and curation.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?
In my opinion, data collection and analysis is the main challenge as modern marketing strategies rely on data. Transforming traditional marketing strategies into innovative, data-driven approaches present several challenges.
- Data quality and accuracy: data collected can often be incomplete, outdated, or inaccurate.
- The volume of data: handling and processing vast amounts of data can be overwhelming for an organization, leading to potential inefficiency in decision-making.
- Data privacy and compliance issues: with the rise of data privacy regulations, marketers must navigate and learn complex legal requirements regarding data collection, storage, and usage.
How do you measure the success and ROI of these new marketing strategies?
It’s quite challenging to measure the success and ROI of a new marketing strategy as it requires a systematic approach, focusing on both quantitative and qualitative factors. The backbone of the ROI is to analyze customer data and engagement. In other words, measuring how customer engagement changes with the new technology such as improved email open rate, longer website visit times, increased social media interactions and increased in NPS score. This is to evaluate whether the initiative leads to better targeting, personalization, and conversion. However, it’s important to revisit the metrics periodically to ensure continued alignment with business goals.
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
I believe that marketing will evolve dramatically over the next 5–10 years, driven by advances in technology, changes in customer behavior, and challenges in the marketplace.
AI and Automation will continue to be critical pillars of innovative marketing as they enable marketers to deliver personalized experiences at scales, based on real-time data from customer interactions. AI will also help marketers better understand and map the customer journey across various touchpoints and adjust marketing efforts accordingly.
Traditional marketing will become less and less important as brands will rely more on first-party data from their customer interactions and use data analytics to make agile decisions. Instead of relying on end-of-campaign reports, marketers will monitor performance continuously, tweaking strategies and actions based on immediate data feedback.
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
Evaluate your potential and start now! Digital transformation is happening across all industries, and delaying may result in missed opportunities, outdated business models, and an inability to meet customer expectations. I would encourage leaders to start small and scale. In the beginning innovative marketing doesn’t have to replace traditional marketing entirely. They can complement each other, creating a more holistic marketing approach for customers.
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
I am always eager to learn and adapt to new technologies, consumer trends, and emerging platforms. I see myself utilizing more and more AI tools to create hyper-personalized customer experiences and deliver offers uniquely tailored to each customer in real-time. In the longer term, I would like to explore metaverse engagement within a marketing strategy to establish a presence in virtual worlds where brands can offer virtual shopping and experience. So more to come!
How can our readers follow your work and learn more about your approaches to modern marketing?
The best channel to follow me is Linkedin @toeychitmanasak. I would be happy to connect and exchange knowledge with you.
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein is a seasoned entrepreneur and Thought Leader with over 25 years of business experience. He has founded, operated, and exited multiple companies and now builds into a handful of high-impact CEOs. Chad has launched multiple online communities, including a recent leadership development platform, and also serves as a strategic advisor for Authority Magazine’s thought-leader incubator program.
To learn more and connect with Chad visit: chadsilverstein.io
Breaking the Marketing Mold: Chanuttita Chitmanasak On 5 Innovative & Non-Traditional Marketing… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.