BUSINESS, MANAGEMENT: A ROBUST FRAMEWORK FOR DATA-DRIVEN DIGITAL MARKETING STRATEGIES IN THE DYNAMIC THAILAND MARKET

Abstract

This study presents a robust framework for developing Data-Driven Digital Marketing Strategies in the dynamic Thailand market, with a particular focus on the pivotal role of data-driven digital marketing. Using a mixed-methods approach, it combines qualitative interviews with 134 customers from 27 Thai supermarkets and 560 questionnaires to identify seven fundamental factors influencing competitive advantage: digital marketing, product variety, store size, pricing strategies, customer service, infrastructure, and trustworthiness. This research emphasizes the paramount importance of data-driven digital marketing in the evolving digital age with changing consumer behaviors. Effective strategies are critical for businesses looking to thrive in the ever-changing Thai market, and while the study focuses on the supermarket industry, its insights have universal relevance for businesses navigating the complexities of the Thai market. Recognizing and harnessing these critical factors allows organizations to strategically adapt to consumer preferences, leveraging data-driven digital marketing for a competitive edge in the evolving Thai market.

Keywords: Data-Driven, Digital Marketing Strategies, Evolving Market