News

AI Storm: How Brands Are Using Digital ‘Spell-utions’ for Savvy Shoppers

Published

3 months ago

October 28, 2024

With AI transforming the digital landscape, brands are deploying smart and innovative strategies to captivate today’s discerning consumers. Marketers are harnessing artificial intelligence (AI) in creative ways to craft campaigns that engage audiences and boost conversions in a time of tighter budgets and economic uncertainty. Here’s how brands are casting digital ‘spell-utions’ to reach the modern shopper.

Leveraging Marketing Psychology in AI-Powered Campaigns

AI-powered marketing psychology is leading the charge, focusing on human behavior and decision-making to optimize engagement.

The Exposure Effect – Building Familiarity and Trust

According to Manita Chinda of Digital Tip Academy, the exposure effect is a key technique in AI-driven campaigns. By increasing the frequency with which a product or brand appears to consumers, marketers can boost recognition and preference. For instance, the popularity of Moo Deng, the adorable pygmy hippo, shows how repetition can drive global brand appeal.

Goal Gradient Effect – Encouraging Engagement at Every Stage

Another valuable tool in the marketer’s kit is the goal gradient effect—a technique that nudges consumers to keep moving towards their goals. Think of it as motivating consumers to take that final step in completing a purchase or signing up for a service, making it effective in e-commerce funnels.

With Gen Z and younger consumers, social media platforms like TikTok, Facebook, and Instagram are now crucial for shopping decisions. Sitthinunt Pholvisutsak of Content Shifu notes that these platforms provide a seamless shopping experience, combining entertainment with instant buying options, and have become powerful tools for targeted marketing.

TikTok’s E-Commerce Features – Engaging and Converting Younger Audiences

TikTok is quickly growing as a preferred platform for younger shoppers, making it essential for marketers to leverage its e-commerce features, such as shoppable videos and live-streamed product demos. This social media-first approach appeals to Gen Z, who often combine social media browsing with online shopping.

Generative AI – Crafting Content at Scale

Generative AI (GenAI) is enabling brands to produce engaging content at scale, from blog articles to product videos, without overwhelming budgets. GenAI tools also support video creation, product descriptions, and even ad campaigns, giving brands a consistent presence across digital touchpoints.

AI-Driven Content Personalization – Tailoring Experiences for Better Results

Lead Insider’s Priya Narula emphasizes the power of personalization in AI marketing. AI can optimize ad timing and tailor messaging to fit each customer’s preferences, enhancing relevance and engagement across customer segments.

Data Science – The Backbone of Successful AI Campaigns

The intersection of data science and content artistry is shaping the future of successful campaigns. Anan Teerabruranapong from Data First explains that AI allows for rapid data analysis and automated data collection, delivering insights that fuel creative decisions and improve sales.

Using Big Data for Actionable Insights

By examining consumer data patterns, brands can better understand customer preferences and behavior. Automated data collection tools combined with sharp analysis can reveal invaluable insights that drive strategic content development.

Sustainability – Making AI Marketing Eco-Friendly

Even with its impressive capabilities, AI has an environmental impact, largely due to the high energy demands of data processing and programmatic advertising. Chanchai Pongsanan from Amplifi Thailand-Dentsu stresses the importance of sustainable practices in AI marketing, urging brands to balance cutting-edge marketing with eco-conscious decisions.

Reducing Carbon Footprint in AI Campaigns

Marketers are encouraged to adopt greener practices by setting standards that reduce energy consumption, focusing on programmatic advertising with lower carbon outputs, and incorporating sustainable approaches into marketing operations.

Human Touch in AI Marketing – Finding the Right Balance

Despite the advancements in AI, Paruj Daorai from the Digital Advertising Association (Thailand) reminds marketers that a human touch remains essential. AI may excel at unraveling consumer patterns, but connecting with audiences requires creativity, intuition, and a blend of both art and science.

Advolution 2024 – The Future of AI in Advertising

At the upcoming DAAT Day 2024 event, “Advolution – Reimagining Advertising, Clashing Art and Science,” marketers will explore how AI can do more than provide insights, challenging them to reshape the future of advertising with a balance of technology, artistry, and human insight.

Embracing AI to Connect with Today’s Consumers

As brands continue to adopt AI solutions, they’re finding new ways to resonate with savvy shoppers through personalized, data-driven campaigns. With a focus on psychology, social media, sustainable practices, and a human touch, marketers are redefining the future of advertising in a world where AI and consumer expectations are evolving together.

News

Thaksin’s Influence Fails to Secure Victory for Pheu Thai in Chiang Rai PAO Election

Published

15 hours ago

February 2, 2025

Wadi

Former Prime Minister Thaksin Shinawatra’s political clout couldn’t sway the outcome of the Chiang Rai Provincial Administrative Organisation (PAO) presidential election in favor of the Pheu Thai Party. Despite Thaksin’s campaign efforts, the incumbent independent candidate, Athitathorn Wanchaithanawong, emerged victorious over Pheu Thai’s Salakjit Tiyapairat.

Election Results

Unexpected Outcome

With 95% of the votes counted, Athitathorn secured a lead of nearly 20,000 votes over her Pheu Thai rival1. The final tally showed Athitathorn with 249,845 votes, while Salakjit received 230,262 votes. A third candidate, Jiraporn Muenchaiwong, garnered 20,254 votes1.

Thaksin’s Campaign Efforts

Promises and Visits

In the lead-up to the election, Thaksin made two campaign visits to Chiang Rai, promising better care from the central government if voters elected a PAO president from the ruling party. However, these promises failed to materialize into votes for the Pheu Thai candidate.

Voter Maturity

Local vs. National Politics

Athitathorn attributed her victory to the political maturity of Chiang Rai residents, stating that they have learned to differentiate between local and national politics. This suggests that voters prioritized local issues and candidate qualifications over national party affiliations.

Implications for Pheu Thai

Setback in the North

This defeat in Chiang Rai, a province in Thailand’s northern region where Thaksin once held significant influence, represents a setback for the Pheu Thai Party. It highlights the challenges the party faces in maintaining its stronghold in areas traditionally supportive of Thaksin and his political movement.

Broader Election Context

Mixed Results Nationwide

While Pheu Thai faced disappointment in Chiang Rai, the party performed well overall in the PAO elections held across Thailand. Unofficial results indicate that Pheu Thai secured victories in 18 provinces, the highest number among all parties. This suggests that while Thaksin’s influence may have waned in some areas, the party still maintains considerable support nationwide.

News

Thailand’s Davis Cup Journey: Triumph on Hard Courts, Challenges on Clay

Published

15 hours ago

February 2, 2025

Wadi

Thailand’s tennis team has secured a spot in the 2025 Davis Cup World Group II playoffs, showcasing their prowess on hard courts. However, their upcoming match against Cyprus on clay presents a new challenge.

Thailand’s Impressive Run

Domination in World Group III

Thailand demonstrated their strength in the Davis Cup World Group III Asia/Oceania event, winning all four of their matches and securing the top spot in Pool B4. This outstanding performance earned them a promotion to the World Group II playoffs for the 2025 season.

The Road Ahead

Clay Court Showdown in Cyprus

The Thai team’s next hurdle is a away match against Cyprus, scheduled to take place in Nicosia on clay courts. This surface change could prove challenging for the Thai players, who have shown their expertise primarily on hard courts.

Team Rankings and Expectations

Thailand’s Position in World Tennis

Thailand is currently ranked 66th in the Davis Cup nations ranking, while their opponents Cyprus hold the 69th position. Despite the slight ranking advantage, the change in playing surface adds an element of uncertainty to the upcoming tie.

The Importance of Adaptation

Preparing for Different Court Conditions

To succeed in the World Group II playoffs, Thailand’s team will need to adapt their game to suit clay court conditions. This transition will be crucial in their bid to continue their upward trajectory in the Davis Cup competition.

Looking Forward

Potential for Further Advancement

A victory against Cyprus would solidify Thailand’s position in the World Group II for the 2025 Davis Cup season. This presents an opportunity for the team to face higher-ranked opponents and potentially climb further up the Davis Cup ladder.

News

Pheu Thai Dominates Provincial Elections, Bhumjaithai Close Behind

Published

15 hours ago

February 2, 2025

Wadi

Thailand’s ruling Pheu Thai Party secured a narrow victory in the recent Provincial Administration Organisation (PAO) elections, with its coalition partner Bhumjaithai following closely. The elections, held on Sunday, February 2, 2025, took place in 47 of Thailand’s 77 provinces.

Election Results

Breakdown of Victories

Pheu Thai emerged victorious in 18 provinces, while Bhumjaithai claimed 12 seats. Independent candidates secured six PAO presidential seats, with other parties such as the Democrat Party, Chartthaipattana, and Prachachat also winning seats. Surprisingly, the main opposition People’s Party only managed to secure one seat in the northern province of Lamphun.

Political Landscape

Influence of Political Factions

Political observers noted that influential factions backed by political parties played a significant role in securing PAO presidential seats1. Former Prime Minister Thaksin Shinawatra actively campaigned for Pheu Thai candidates, including in his native province of Chiang Mai, where the party won by a narrow margin.

Implications for Future Elections

Building Support Base

The PAO elections are seen as a crucial opportunity for parties to strengthen their support base ahead of the 2027 general election. Pheu Thai’s success in these local elections could potentially serve as a platform for their campaign in the upcoming national polls.

Coalition Dynamics

Performance of Government Partners

While Pheu Thai and Bhumjaithai performed well, other coalition partners saw mixed results. The Democrat Party secured four seats, while Palang Pracharath and United Thai Nation each won one seat. This outcome may influence the dynamics within the ruling coalition.

Opposition Challenges

People’s Party’s Underwhelming Performance

The People’s Party’s poor showing in the PAO elections stands in stark contrast to their success in the 2023 general election, where they won the most seats as the Move Forward Party. This result raises questions about the party’s ability to translate national popularity into local electoral success.

Future Political Landscape

Shifting Voter Preferences

The results of these PAO elections, combined with recent popularity polls, suggest a potentially shifting political landscape in Thailand. With the next general election scheduled for 2027, parties will likely use these local election outcomes to refine their strategies and consolidate their support bases across the country.