When "Dharma" came across "Digital Marketing," Dr. Phu Nath Bang Cha rethought.

According to Dr. Phuanath, marketing in the digital age should not look at customers just in the dimension of "sales," but must understand that at different times, customers have different needs, ideas, expectations, and behaviors, so marketers have to understand the nature of their customers from before buying, from buying, to after buying.

"Dharma is nature, marketing is the same. If we understand the nature of our customers, we know what time to communicate, what time to sell, and what time to take care of."

The concept can be explained through Customer Journey. 3 key ranges are Pre-Purchase, Purchase and Post-Purchase.

During the Pre-Purchase phase, customers are still under awareness, searching for information, comparing, and building trust. The duty of marketers is therefore not to accelerate the closure of sales alone, but to create content and experiences that help customers obtain the right information and build trust in the brand.

When entering the Purchase phase, the nature of the customer is the need for confidence in decision-making. The purchase process should therefore be convenient, fast, transparent and minimize obstacles ranging from product information, prices, promotions, payment channels to service delivery.

Post-Purchase, meanwhile, is considered another important phase, because payments should not be seen as the end of Customer Journey, but as the beginning of customer-brand relationships.

"Purchase isn't Finish Line, it's Relationship's Starting Point."

If customers have a good experience after purchase, it leads to Satisfaction, Repurchase, Loyalty and Advocacy, which can create a new round of Customer Journey for the business again.

Dr. Bhuanath also sees that although marketers now have tools like Data, Artificial Intelligence, Algorithm and Marketing Automation that help analyze consumer behavior in detail, the most important aspect is still "human understanding."

"Data may tell us what a customer does, but understanding the nature of the customer will give us insight into why he does it."

So the concept of "Dharma and Digital Marketing" is not only a link to marketing, but a return to the essence of marketing: understanding people, understanding behavior, and creating value at the right time and right pace.

"Dharma is nature.

Understand nature. Understand customers.

Understand Customer. Understand Customer Journey.

And understanding Journey, marketing is not necessarily against nature. "

Dr. Phu Nath Bang Phan