The function of demand generation has experienced multiple evolutions over recent decades, paralleling the technological revolution. The journey from black and white print advertisements to digital billboards, video commercials, and social media promotions marks significant progress. However, a consistent aspect throughout this evolution has been the minimal margin for error. Today, the tolerance for mistakes in marketing is virtually nonexistent.

A couple of years ago, RyanAir, an Irish ultra-low-cost airline recently, fell into hot water for their remarks on

young English football player Jaden Sancho. After Sancho failed to make the squad for the last World Cup, one of RyanAir’s tweets read: “@Sanchooo10 we’ll still fly you somewhere.” The tweet immediately backfired, and the social media rained down on them for mocking a young English player. We witnessed the same outrage over one of the ads aired by Dove for being racist.

It’s a no-brainer that you can’t miss the marks with your advertisement. Given the power of the online world and social media, a small overlook can cause grave dangers to your brand. Marketing professionals should take the bus from when they worked off assumptions or gut feelings. Today, they need to turn to the most reliable source of information: Customer data. It goes beyond doing the right thing or being politically correct while publishing an advertisement.

By now, we all know that Data helps to gain better clarity about the target audience and equips organizations with the ability to build stronger connections with potential customers. This leads to higher conversion rates, greater customer loyalty, more new customers, increased customer satisfaction, and more. In this issue, we have curated a bunch of stories from the marketing realm of Thailand. Do let us know your thoughts.