Breaking the Marketing Mold: Pamika Horsaengchai Of Sapiens Growth Marketing Agency On 5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
Purpose-Driven Marketing: Align your brand with a cause that resonates with your audience, like TOMS’ buy-one-give-one model. I donate 1% of my revenue to carbon reduction projects, reflecting my commitment to sustainability.
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 Pamika.
Pamika, the founder of Sapiens Growth Agency, built her growth agency from the ground up. Born in Thailand, raised in China, and educated across the UK and the US, Pamika brings a rich, global perspective to her work, seamlessly blending Eastern and Western cultural insights, empowering medium-sized businesses, entrepreneurs, and start-ups with tailored digital marketing solutions that are both performance driven and culturally resonant, integrating education to ensure long-term success.
Pamika’s journey into entrepreneurship began with a fashion e-commerce venture in 2014, sparking her passion for digital growth. leading to her role at a global digital marketing agency where she honed her skills in strategy and client relations. Her experience with scaling a start-up further shaped her expertise, driving her to launch Sapiens, which quickly gained traction through client referrals.
Deeply committed to sustainability, Pamika aligns her work with her values by partnering with companies in renewable energy and health and wellness sectors. She also donates 1% of Sapiens’ revenue to carbon reduction projects, reflecting her belief in purposeful, impactful business practices.
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 got into digital marketing in 2014 when I started my own fashion e-commerce business. It was all trial and error — learning as I went, figuring out what worked. That experience gave me a solid foundation in both business and marketing. Later, I joined a global digital marketing agency, where I got hands-on experience working with a wide range of industries. I learned a lot about strategy, data analysis, and building strong client relationships. Those insights were key in shaping how I approach digital transformation projects. After leaving the agency, I became the first employee at a start-up. It was a real crash course in scaling a business and being agile. Eventually, ex-clients started reaching out for consulting, and that pushed me to start my own agency. Thanks to word of mouth and strong client relationships, the business grew quickly. My career has been shaped by a combination of leading projects for others, building my own business, and gaining real-world insights across multiple industries. Every experience has added to my expertise, and that’s why my marketing approach is practical, results-driven, and adaptable to the challenges at hand.
What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?
The marketing industry has seen a major shift towards purpose-driven strategies. Today’s consumers are more socially conscious, actively seeking out brands that share their values. At Sapiens, we align with this mindset by donating 1% of our revenue to carbon emission reduction projects. This commitment goes beyond just helping the environment — it deepens our connection with our client, showing them that we’re genuinely dedicated to making a positive impact and we also want to work with businesses that share the same value. In Asia, there’s a saying: ‘Start with me.’ It embodies a mindset that really resonates with me. It’s about taking personal responsibility and leading by example, which is a principle I carry into my work every day.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
Traditional marketing often falls short with today’s audiences, especially Gen Z and Gen Alpha, who are deeply immersed in digital spaces and expect nothing less than personalized, authentic interactions. The old playbook just doesn’t cut it anymore. If businesses want to stay relevant and genuinely connect, they need to pivot to strategies that speak directly to these generations. It’s about moving beyond generic messaging and building real, meaningful relationships that resonate on a personal level.
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 changes I implemented was focusing on behind-the-scenes content. Instead of just showcasing polished marketing campaigns, I started sharing raw, real glimpses into our daily operations, brainstorming sessions, and even office humor. This approach was not common at the time but helped humanize our brand and build trust with our audience.
What specific results did you see after implementing this change?
After incorporating behind-the-scenes content, we saw a significant increase in audience engagement. People responded positively to the authenticity, leading to higher levels of trust and stronger relationships with our clients. Our content became more relatable, which translated into better client retention and new business inquiries.
How do you ensure that these new marketing strategies resonate with your target audience?
I make sure our strategies hit the mark by keeping a close eye on current trends and cultural shifts. By integrating insights from both Eastern and Western cultures, I craft marketing messages that are not only performance-driven but also culturally on-point. Engaging directly with our audience is key. I actively seek their feedback and fine-tune our approach to ensure we’re always in sync with their needs and expectations
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?
One example is when we tried to piggyback on a trending topic that didn’t align well with our brand values. The campaign didn’t resonate with our audience and ended up costing more in resources than it was worth. I learned the importance of ensuring that any trend we engage with must authentically connect with our brand and audience, rather than just jumping on a bandwagon.
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”?
- Purpose-Driven Marketing: Align your brand with a cause that resonates with your audience, like TOMS’ buy-one-give-one model. I donate 1% of my revenue to carbon reduction projects, reflecting my commitment to sustainability.
- Behind-the-Scenes Content: Share raw, real glimpses of your business operations to build trust and authenticity. For example, sharing snippets of brainstorming sessions or office humor on TikTok.
- Piggybacking on Trends: Leverage current events or popular content to boost visibility. For instance, during the Olympics, brands could creatively apply memes to engage their audience.
- Tear-Off Ads & Guerrilla Marketing: Utilize physical tear-off ads in high-traffic areas, such as the example of Dan’s search for a girlfriend in Soho, which turned out to be a clever campaign for a documentary.
- Ask Your Audience for Help: Engage your audience by directly involving them in challenges or campaigns, similar to how an intern’s task to grow social media followers became a viral sensation.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?
Companies may struggle with the fear of the unknown, resistance to change, or the initial investment required. To overcome these challenges, it’s crucial to start small, test new strategies, and measure results. Educating the team and gradually integrating new approaches can help ease the transition.
How do you measure the success and ROI of these new marketing strategies?
We measure success through key metrics like audience engagement, conversion rates, social sentiments, customer feedback, and overall ROI. By setting clear goals and tracking performance data, we can adjust strategies to maximize effectiveness.
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
Innovative marketing will continue to evolve with advancements in technology, such as AI and data analytics, enabling even more personalized and targeted campaigns. Additionally, I foresee a greater emphasis on ethical and sustainable practices, with consumers increasingly demanding transparency and purpose from brands.
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
Start small and experiment with one or two new strategies that align with your brand values. Monitor the results closely, and be open to adapting your approach based on what works. The key is to stay flexible and responsive to your audience’s needs.
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
I’m excited to explore more interactive content formats, like live streaming and virtual events, to engage our audience in real time. We’re also looking into expanding our purpose-driven initiatives, potentially partnering with more organizations that align with our values.
How can our readers follow your work and learn more about your approaches to modern marketing?
Readers can follow our work through our website, and social media channels, and by subscribing to our newsletter on LinkedIn. We believe in the value of free knowledge sharing, so we regularly share insights, case studies, and tips on how to stay ahead in the ever-evolving marketing landscape.
Website: https://sapienscorporation.com/
LinkedIn: https://www.linkedin.com/company/sapiens-growth-consulting/
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: Pamika Horsaengchai Of Sapiens Growth Marketing Agency On 5 Innovative… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.