Marketing 4.0 in the Context of Thailand 4.0

Abstract

            Now that Thailand has moved onto the era of Thailand 4.0, businessmen have to adapt their business practices to fit the frame of Thailand 4.0. They can do so by trying to understand consumer 4.0 to gain consumer insights, so that they can formulate strategic marketing 4.0 with producers and consumers collaboratively co-creating products and services. The marketing mixes are changed from 4 P’s (Product, Price, Place, Promotion) to 4 C’s (Co-creation, Currency, Communal Activation, Conversation). It has to be a business operated with ethics and merits to enhancing the quality of human lives. The marketing communication must also be 4.0 with an emphasis on listening and participating in public conversation on social media platforms to exchange information, and experiences in accordance with content marketing and experiential marketing. Business operation 4.0 is an operation with ethics and merits with an emphasis on innovation, creativity, and technology being an enabler to incorporate business operation into the context of Thailand 4.0