Agencies adapt to segmentation | Bangkok Post: business

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Agencies adapt to segmentation

Understanding consumer insight and effective media integration will allow marketers and brand owners to survive fierce competition, say advertisers.

Parames Rachjaibun, chairman emeritus of the Advertising Association of Thailand (AAT), said the global trend is moving away from the mass market and towards segmentation.

Marketers who lack the ability to truly understand consumer insight will face unfavourable responses.

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