Bangkok – 31st January 2022, NTT DATA (Thailand) Co., Ltd., a subsidiary of NTT DATA Corporation, points out how businesses globally are now focused on data-driven marketing, a marketing tool in the digital age for delivering products and services that meet the demands of the modern consumers. The Company reveals the world’s four main trends in data marketing, leading to more investment in MarTech, increased demand for real-time data storage and use, and a balance between data privacy and data security. It also recommends five areas of service for making strategies and selecting tools that will help businesses unlock the treasure trove of data for marketing purposes. It stresses how leading firms have invested in data and artificial intelligence (AI), and that one in three of leading firms in each industry that are data-driven are able to increase their profitability
Hironari Tomioka, President and CEO of NTT DATA (Thailand) Co., Ltd., stated that businesses across the globe including in Thailand have turned to focus more on data storage and management for marketing purposes. Concerning the data-driven marketing trends in 2022, NTT DATA envisions the growing importance of marketing technology (MarTech), especially tools that assist in creating positive customer experience. There are currently four main trends, mainly:
1. Marketing Technology tools (MarTech tools), which are tools developed to enhance marketing activities for efficient marketing campaign management, communications with clients in multiple channels and accurate performance. These include marketing analytics, cloud/data integration platform, business/customer data visualization technologies, advertising technology, visitor identification software, content marketing tools, SEO tools, CRM, customer data platform (CDP), marketing automation and marketing Cloud Suite. MarTech tools are rising in importance, especially CDP, analytics tools and marketing automation.
2. Real-time data or data freshness, to present personalized services and content. If not constantly updated, data may not reflect real customer behavior and demands, and marketing strategies may become ineffective.
3. Data privacy – The Personal Data Protection Act (PDPA) is set to come into effect in Thailand. The law is aimed at regulating the collection, use, sharing, storage and sending of data to protect data privacy and increase data security.
4. Data security, which protects data by ensuring that only authorized persons can access data to protect data privacy. This involves a cybersecurity risk assessment and investments in infrastructure to reduce vulnerability to a data breach.
Based on its experience gained from working with Thai business operators, the Company notes that a key problem or obstacle that gets in the way of Thai businesses adopting data-driven marketing is the lack of knowledge or understanding. Furthermore, an in-depth look into data reveals data quality issues, including incomplete information, duplicate data, incongruence, and data overload, causing businesses to drown in an ocean of information not knowing which is useful or essential for themselves. To overcome this obstacle, business operators need to be able to identity their business’ pain points, so that they can lay down strategies and goals for using business data and deliver products and services that better meet customer demands. This will in turn reduce selling and marketing costs and lead to sustainable income generation and profitability.
To this end, NTT DATA Thailand has come up with five areas of data-driven marketing services, encompassing all aspects from upstream to downstream, starting from providing advice to getting down to action and providing constant maintenance to keep things up to date. These include 1. Marketing strategies: gaining a comprehensive understanding of the customer’s business including their competitors, conducting a business assessment, devising strategies that truly align with the business’ needs and by so doing, helping the business’ target customers to receive better experience from using its products and services; 2. MarTech solutions: providing advice and choosing tools that are best suited to the business’ marketing strategies and goals by assessing its needs, to recommend the most suitable tools including their distributors or suppliers; 3. Experience design: services are provided by a team of UX (user experience) and UI (user interface) design experts, to enhance experience and boost the brand’s image in alignment with the devised marketing strategies; 4. Tech implementation: the Company designs and develops systems and platforms to create a seamless network and provides long-term post-development care, maintenance and advice; and 5. Business/ Marketing data analysis: data analysis or identification of data relations to improve sales effectiveness performed by data analysts.
In Hironari’s concluding remarks, based on its study of various businesses NTTA DATA has found that upwards of 48% of businesses recognize the importance of effective data use in creating positive customer experience, with 39% implementing it to drive product innovation, 37% using data to plan a new business model, 36% using it to generate income from new channels, and 31% using data for market expansion. Additionally, 79% of the businesses realize the significance of data and see it as a key to strategic planning. The COVID-19 pandemic has proved the necessity of data reliance, which helps businesses to handle the situation and act promptly to cater to customer demands in the New Normal, such as contactless experience. Moreover, according to a Harvard Business Review article, businesses that adopt data-driven marketing are more likely to succeed and 99% of Fortune 1000 companies have invested in data and artificial intelligence (AI). In addition, McKinsey’s statistical data shows that companies that use customer analytics extensively tend to outperform their competitors: they are 23 times more likely to achieve new customer acquisition, 9 times more likely to maintain customer loyalty, and the likelihood of achieving profitability is 19 times higher compared to non-intensive users of customer analytics. This will create a rather huge gap between businesses who pioneer a data-driven culture (leaders) and laggards, which will only grow wider. As a data management specialist, NTT DATA believes that businesses should emphasize more on customer opinions and translate them into information on which to make decisions, plan strategies and create new experiences for customers, turning the unknown into a new frontier that enhances marketing and business value.
About NTT Data (Thailand) Co., Ltd
NTT Data (Thailand) Co., Ltd. or NTT DATA (Thailand) is a subsidiary of NTT DATA Corporation Co., Ltd., a global digital business and IT service leader, originally from Japan. NTT DATA has expertise in managing data networks and telecommunications at the forefront with over 139,500 employees worldwide, operating in more than 50 countries with experience serving leading companies, especially Japanese companies that have established in various countries around the world. In 2020, NTT DATA was ranked 6th in the global IT service provider market from Gartner. NTT DATA (Thailand) started as a technology system provider in payment solutions for debit and credit cards, including web-based and mobile applications, and has been trusted to serve financial sectors in the payment system for a long time. From such expertise, the company has been developed to serve customers in various industries, such as manufacturing, telecommunication, energy, and retail. As a result, NTT DATA (Thailand) has become an IT consulting company, including the design and development of technology solutions that are recognized with world-class standards, flexible to work as well as paying attention to quality and services for the best benefit of customers. For more information, visit the website https://www.nttdata.com/th/en and Facebook page https://www.facebook.com/nttdatathai.
Ms. Warintorn Ngamwilaiphorn
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