How Thai brands can automate without losing the human touch

With the influx of digital customers, ADA’s Thanoos Kerdlaup explains why marketing automation is required in order for brands to maintain the personal touch.

Regarded as one of the most dynamic retail industries in Southeast Asia, Thailand is a vibrant market for tourists and locals alike, collectively shifting online in 2020 as the COVID-19 pandemic struck the nation. This move is certainly a welcome one and an incredibly rewarding one at that, as Thai consumers spent an average of US$1,738 on e-commerce last year, beating neighbours Malaysia at US$484 and Vietnam at US$230.

However, this tremendous influx and emergence of digital customers means that brands would need to maintain the personal touch that made Thailand so memorable, while employing new levels of marketing automation...

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