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The Future of Automation Marketing Talk with Chaiyapong Lapliengtrakul & Wanida Tardivel

What is Automation Marketing? What does Customer Journey, CDP, CEP, CMP stand for? Which one comes first? These questions are coming up from many marketers, business directors or those who work behind businesses.


It is often time-consuming for marketers to manually create and send out a welcome email to every user who has just signed up or subscribed to receive special offers. An automated email campaign can be quick and easy to set up and it only requires to be set up once.

To work more efficient, it is probably better to integrate the workflows from data collection, data mining and data integration into one single resource which is securely accessible through cloud. Using automating features as part of your marketing campaigns enables you, as a marketer, to easily prospect customer profiles, generate and nurture qualified leads, and support customer engagement along the process through the right channels.

WHAT’S AN AUTOMATED EMAIL CAMPAIGN?

An automated email campaign is an email sent out automatically whenever a particular individual or subscriber meets a certain requirement, or so-called ‘trigger’, which has been set up in the system. An effective automated email campaign requires a good planning strategy and roadmap when an email should be sent out each time an event is triggered by a user. Knowing your customer’s journey and what triggers them at each stage can be very challenging, and yet this can be tested using automated email marketing campaigns.

For example, every time a user signs up on a website, an automated email is sent to them with a welcome message and 15% discount on their first order. If there is no response within 3-5 days, another automated email is sent to remind the user that an offer will be expired in 2 days with a call-to-action to claim it. This will keep a customer informed and reminded to take action.


Using a powerful cloud-based software enables brands and marketers to automate the daily tasks and workflows by offering a fully customizable integration tool to enhance the customer journey and experience with you brands. As such, attracting qualified leads to your website is only the first step in your marketing campaign. However, keeping your visitors engaged and trying to convert them into your customers take more effort and planning than you think.

Automated marketing solutions make it easy for marketers and business owners by enabling them to create, customize and personalize marketing messages tailored to an interest of a potential customer upon their visit or return to the website.


Whether it is a website pop-up, mobile push notification, chat app, messengers, e-mail marketing, or SMS messages, it can create unique and relevant experiences, special deals and promotions, or direct messages to the targeted segments at the right time and through the right channels: LINE, Web Push Notification, App Push Notification, Email, SMS, Web Popup, FB messenger, and more!

Wanida Tardivel works in Asia’s leading marketing automation agency who is handle a wide range of big-name clients with marketing automation services that are very much of this day and age: data driven, customer focused, and technology centric. Today she exchanges views with one of Thai marketing automation experts, Khun Pong Chaiyapong, to answer why marketing automation is the key of success and the future of business models. Pong Chaiyapong has been working in business for two decades. He established his company with his partner in 2011 and have worked together ever since.

Wanida Tardivel: Good day Khun Pong, thanks for being with us today. There are so many tools, platforms and solutions available in the market, but it seems difficult to link and make them all work together. Therefore, we want to have a talk with you to learn more about what will be the best automated solutions for customers. Please give us your opinion on digital marketing trends (that lead to marketing automation).


Chaiyapong: In my opinion, the digital marketing trends will be connected to each point step by step. For example, if the block chain is more widely accepted and the points from each platform can be exchanged, it is connected by API. So, automation will be the front to collect the data. If there is a trade up, it will call the API from another platform to show up. In summary, the automation in each platform will be connected to each other by API and show the result automatically.

Tardivel: Your top marketing tools (to make you a smarter marketer)

Chaiyapong:I will sort from my experience that makes you a smart marketer. Let’s start from CDP (Customer Data Platform), the tool used for collecting the customer data at the centralize and can connect with multichannel to communicate with the customer. Next, it is CEP (Customer Engagement Platform), the tool that creates a campaign and measures its results in multimedia which can be direct media (email, sms, line) or social media (Facebook, Instagram, twitter) from the centralized platform. Last but not least, CMP (Consent Management Platform) is the tool that is used for managing the authorization collection of customer data in centralize. All the platforms that I mentioned above should be connected and used together seamlessly.

Wanida Tardivel: Your opinion about top consumer trends to watch in Thailand

Chaiyapong: I would like to separate them into 5 topics.Online payment will be the viral in the country. Nowadays, it is easy to do things such as going to restaurants and paying via PromptPay. Some places may not be ready to change their system to online payment for now, but in the future they will prepare and adapt themselves to be ready to use the electronic payment…i.e cashless society.


The food delivery application will be more focused on less GP because trend as the food delivery will be very popular. In this way, application will compete the GP (Gross profit) in order to enter into the daily life of customers.

Crypto currency is more widely accepted. The next trend may be exchanging points between platforms by block chain.


Blockchain will be more important than ever. It will play a role in daily life of Thai people even more on financial transactions with ecommerce.


Social Commerceas Live to sell products may directly connect to ecommerce – as in the future, it may directly connect to ecommerce without stocking products or when the YouTuber wants to promote the product that may be automatically linked to ecommerce system.

Wanida Tardivel: What future skills will the young generation need?

Chaiyapong: In the future, skills that the young generation need will be coding. In the future, whether it is a matter of marketing, the knowledge must be automated. Online sales should be more automated for convenience and speed. Financials should be more online and secured. The important thing is logic; we need to understand how to think systematically. Moreover, logical thinking can be practiced by coding, not only to be a programmer but also to think systematically.

Wanida Tardivel: What is the biggest strength of our company/service right now? Can you please give us more details on your company?


Chaiyapong: Our biggest strength is we have our own CDP (Customer Data Platform) and Marketing Automation called PAM Solution which can be connected seamlessly and run automatically. It does not only focus on marketing, but it also links to every point of the company such as production, finance, stocking and delivery. Once we have our own CDP and marketing automation, it should be applied to our customer to help their company not only marketing but also every point to be automate, giving them more savings and lowering costs.


PAM Marketing Automation


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Privacy policy

This privacy policy (the “Privacy Policy”) tells you about howLuxury Society Asia and/or its subsidiaries (as applicable) (“Luxury Society Asia”,“we” or “us”) use and protect your personal data. This policy applies where we are acting as a data controller with respect to your personal data. Unless otherwise defined herein, capitalized terms shall have the meaning ascribed to them in the User Agreement.

1. Scope

This Privacy Policy describes how we collect, use and/or otherwise process your personal data for our services on the website of Luxury Society Asia (the “Site” ). Subject to the requirements of applicable law, we strive to provide a consistent set of privacy practices throughout the global Luxury Society Asia community. We ascertain that our processing of your personal data is and remains lawful and base such processing on your consent to the processing of your personal data for the specific purposes as described herein. When necessary, your consent must be given by a clear affirmative act at registration. This Privacy Policy is effective upon such act.

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Where appropriate, we will ask for your consent to process the personal data. Where you have given consent for processing activities, you have the right to withdraw your consent at any time.

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We shall only send personal data collected within the European Economic Area (EEA) to non-EEA states in case such transfer is requested by you, in order to comply with a legal obligation or to work with third party service providers who we use to help run our business and services. In doing so, we shall comply with all relevant data protection rules and regulations.

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You can exercise your rights by submitting a request through the “Contact us “ form on our Site.

Upon your request, we will close your account and remove your personal data from view as soon as reasonably possible, based on your account activity and in accordance with applicable law. We may retain personal data from closed accounts to comply with law, prevent fraud, collect any fees owed, resolve disputes, assist with any investigations, enforce our User Agreement, and take other actions otherwise permitted by law.

12. Security

Your personal data is stored on our servers. We treat personal data as an asset that must be protected and make extensive use of tools (encryption, passwords, physical security, etc.) to protect your personal data against unauthorized access and disclosure. However, as you probably know, third parties may unlawfully intercept or access transmissions or private communications, and other users may abuse or misuse your personal data that they collect from the Site. Therefore, although we work very hard to protect your privacy, we do not promise, and you should not expect, that your personal data or private communications will always remain private.

13. Third Parties

Except as otherwise expressly included in this Privacy Policy, this document addresses only the use and disclosure of personal data we collect from you. If you disclose your personal data to othersdifferent rules may apply to their use or disclosure of the personal data you disclose to them. Luxury Society Asia does not control the privacy policies of third parties, and you are subject to the privacy policies of those third parties where applicable. We encourage you to ask questions before you disclose your personal data to others.

14. General

We may amend this Privacy Policy at any time by posting the amended terms on the Site. All amended terms automatically take effect on the day they are posted on the Site. If your questions are not answered online, you may contact us online.