Suthiraphan Sakhrawat Marketers don't care about inspiration, but focus on ideas.

Energy, creativity The quick adjustment should be something that everyone has noticed from this man as much as us. But also sorry if you ask him for quick tips for inspiration, because we don't recommend it.

What you Toon – Suthiraphan Sakhrawat Executive Vice President, Marketing Officer Siam Commercial Bank It should be a thought process because it will bring about change in the end.

But still, to a greater or lesser extent, he is the one who contributes to the inspiration. Driving colorful and vibrant changes in hard-line business organizations Seriously, solemnly, because that is what many people have always expected the banking business to be. It's just that it doesn't have to be that way forever. At least when he and his team have to come in to reinforce the army.

Mae Mani Ai, the content on the bank's website (which almost no one read before, only opened it because it was so serious that I was tired). Today, the Stories & Tips section has a variety of stories that are as informative and interesting to read as the famous business media in the industry. Robin Hood All of this is due to dozens of marketing teams working for fun. Creative, see opportunities rather than obstacles.

Ask if working in this position is stressful (sorry, just the title of the position is long, not to mention the responsibility)?

He laughs and says that people tend to think he's stressed, even his wife or subordinates are stressed instead. But he wasn't stressed either.

Is that the reason?

Suthiraphan said that even though he came to work as a corporate guy today, he used the way of thinking from an agency that had lived a mixed life for almost a decade.

"When I was working at an agency, I never heard the word problem, only the word brief." He said that if we look at everything as a brief, we will enjoy solving problems and making them better, but if we see them as problems, we will be unhappy and unhappy with our work.

He's not someone who needs inspiration (and even says that inspiration doesn't exist for you) because his job can't wait. When it comes time to think about work, you have to think. The only thing that can be held on to is not waiting for emotions to come before you can create a work, but getting up and researching on that subject is the answer.

"I always tell everyone on the team that when thinking about a job, don't start with thinking about a job, start with research, and then we will enjoy the job."

All that said. Okay, didn't we talk about digital marketing, which he specializes in? However, we want you to know that life, work, Intensive knowledge of marketing is something that is inseparable from him.

And after a long time, we feel like we are sitting and talking to a teacher who not only brings knowledge outside the classroom to teach us, but breaks down the boundaries of the classroom, making us feel that learning is everywhere. Sitting and talking with him for more than 100 minutes is another textbook that we carry home with the feeling that it is an important briefing of work.

And of course...

First of all, I have to ask about the context or role of working with Siam Commercial Bank that you are responsible for today.

I took over about 4 years ago, in a team of about 100 people. What has happened is that to be honest, the marketing team is the marketing team of a financial institution that has always done traditional marketing. But I came to work during a period when not only the bank changed. But the entire marketing landscape is changing. What I have in mind is how to make 80% of our troops, and the force that is about to go out of fashion, or the generation that is going to go out of fashion, so that they can continue to travel with us, and let them understand what we are going to do next.

Therefore, the most important thing is that we have to build them, reskill, retrain, adjust their work attitude so that they understand what the world is really like in modern marketing. We may not see what the world will be like, but we have to try to take them to the future.

It was all our experience teaching as university professors, and because we followed, we were interested in it. We are not only responsible for creating marketing campaigns or marketing competitions, but we are responsible for building a team. We have to build a team that has him to do a lot of things that he never did. Of course, there must be a process, and this process of change is very important, because in the process of change, it allows us to discover that we have a lot of potential.

Nowadays, our team can buy the media themselves. Without the need for a purchasing agency. We can advertise on Facebook and Google without using an agency. Customize your strategy. We can design our own brand concept, be our own planner. I came in on a day when the world was really changing, so we had to do what we wanted to do, like the saying goes, "be the change you want to see the world." Whatever we want to see, we do it.

So in the past, we did everything so that we wanted to be the best marketing team.

All the different roles you've played, how do they complement each other?

Incidentally, I think it's the perfect combination in a person's life. This is so that each role can be done to the best of its ability. What does the person need to do? If you want to be the best teacher, you have to find the best and most suitable knowledge for students to use as useful as possible. So it will make us become very practical people. But I look at the application more. Meanwhile, When I apply this knowledge to the role of a consultant, it requires a lot of empathy, a deep understanding of the business, a deep understanding of the CEO's pain, because I am a consultant to the CEOs of many companies, so we can understand the business, which is about 3-4 business groups that I am a consultant for. If we don't go into the business itself,

When I returned to work full-time in the company again. I have to do the duties that I have been assigned, I have to manage the team, I have to manage the expectations of all parties. Use skills to help you get the job done. The knowledge we have, plus the understanding of the business. It can be used well when we become corporate guys again or professional executives, and many times we will encounter professionals who do not understand what the business owner wants. What is he thinking? What is he afraid of? How dare he? Past experience has helped us a lot in working here. At the same time, we apply the knowledge from teaching because we don't just know, we can do it, sometimes it succeeds, sometimes it is disappointing because we have to admit that some things we think are right, but real life is not like in textbooks. I think it's important.

Many times, we will meet a corporate guy who has no academic knowledge, he will have no principles, no principles, and will use his ego to make decisions. Learning from many people until it crystallizes into knowledge or wisdom. Trial and error from many people, so we don't need to try and mistake like others, or try and be right like others. We can use that knowledge to apply it, but we have a responsibility to choose to use it right, maybe the knowledge is right, but the way to use it may not be right, or sometimes the way to use it may be right, but we use the wrong knowledge.

Do you have any advice on how to avoid being out of fashion?

We have to ask if we are afraid of it or if we enjoy it. I'm not on the side of people who are afraid of being out of date, and I can't imagine what life will be like after being out of date, so I'm not afraid, but I enjoy being interested in new things all the time, and then coincidentally, the fun or the naughtiness of going to find something new to keep myself interested all the time, it's still a professional interest.

I work today. I enjoy it because I don't just work. I work because I get to try new things from what I'm interested in, so it's fun, so it's more of an entertainment in life than trial and error with what we're really interested in. Many of my friends who used to work ten or twenty years ago are still working in the same place. It works as before. Original Job Description This kind of thing Don't believe me, but the question is, how did you do the same thing for decades when the world outside has changed so much? It also has to ask why we are still in the same place, because it is scary, and the world in the future must change all the time. There are new things happening all the time.

so What is the scariest comfort zone of a marketing or other job worker?

That's a very good question. I think it's about sticking to the old reputations that I see a lot of times, and I'm very worried and I try to tell the team to be careful, that when I meet someone, they always introduce themselves as having done this campaign, won this ad from Cannes, won this brand, I think these are very scary people because winning the Cannes Award or something a decade ago and winning this decade are different contexts. That award is of no use to this decade. The same is true for launching campaigns. It was done a decade ago. It has not had any substance or benefit to people in this decade.

I think the most frightening thing about marketers In parentheses, it is said that the age of 35 is up to 50 because the working age exceeds the last decade. I said: Don't introduce yourself with past successes. Because it's very scary, but for modern children in their 20s, I think they are more open to the world. Have a better perspective and attitude of learning. I can't believe that when we go to various marketing seminars, We meet more than 30-40 children of this generation because the new generation is more thirsty for learning.

If you don't introduce yourself with old achievements, what should you introduce yourself to?

You should introduce yourself to what you are interested in now. What books do you read? Who is following, what do you want to do? Read this article, see a case study like this, and want to do this with your company and your company, rather than saying that I have won the Cannes Prize. I have launched this brand, I have made sales here. It doesn't guarantee what got you here won't get you there. Actually, I didn't tell anyone about it. I also tell myself because I believe that I need to have a mindset to work until I am 60-70, and I always tell myself how to make it fun to work until we are 70.

Over the years, have there been any moments that have made you SHiFT go from a point where you can't stand it anymore to a point where you have to change? Fix things during that career.

Actually, my life is a life of real transformation because I work or travel according to my real interests, so I am quite lucky to be a person who is interested in something and actually do it, and then get bored and then interested in something new. I worked for more than twenty years with Shell and it was the strongest marketing brand of its time. So I quit to work as an agency to learn what causes the process of creating brand greatness or brand marketing campaigns, so I became interested in advertising agency work in order to study or learn the process of branding or marketing.

I used to make a 10 million baht advertising movie. Nowadays, making 3 million is still expensive, and I always question whether the production value may be a lot, but does it have commercial or business value? Why is the advertising movie that we have been making for 3 months 10 million baht? My father didn't know him at all. I don't see any effectiveness at all. At that time, the advertising strategy with traditional media began to be very saturated. So we became interested in event or experiential marketing, or experiential marketing, and it was fun again, so we moved to do the same thing, dtac or the feel good campaign, which at that time was not born from the talk of the town movie, but it was caused by experience, marketing activities that created experience. Mr. A. Worawisut (Piñoyang) It was a lot of fun, and we started to get interested in it because it was really new at that time.

now After everyone did all the events. We can find a company that burns 30 million dollars in one night for a launch event because experience is what everyone craves, we are bored, so we come to social media, and we enjoy it a lot because we can't believe that ordinary humans like us can be media. Ordinary humans like us can have power. That was my excitement at that time. If we meet him on the street, we will not know that he is an influencer. Why does he have such power, and we can make this power come to ourselves? It is not with traditional media like before.

All of this should be an important turning point for me to know. The most important power is the power created by our own hands. The power that comes from being the media itself. So this concept has also been applied to SCB, especially lately. Build your own power It is not just a brand or a banking business, but also acts as a media.

When you talk about work, Looks energetic. I want to ask if there was a career crisis. Is the midlife crisis like everyone else?

Let me tell you this. I have taught a lot of storytelling to others, and the people who teach me are business owners. I believe he has a turning point. There is already his story. I believe that inspiration is not real, it is only a turning point. I have never met people like this, I only meet people who have a very low life, face some problems and go out to do business, so for me, I can conclude that the best inspiration is the turning point of life or the crisis of life, but I don't have anything like that.

If I were to compare my life to storytelling, it would have a very flat graph, but it would have its transformation process like a pupae. Ask if there is any turning point in Pupae's life. From worms to pupae, to butterflies. There is no major turning point here, it changes in its nature.

But when I look back, Actually, it is more likely to be caused by our habits, being bored people. If you ask what is the best reason for making a difference. I think it's probably my boredom. When I get bored, I have to find something new to do.

But marketing work. You have to live with creativity, and don't you believe that you have to find new inspiration or something like that?

If you are an entrepreneur reading this interview, I would say that if you don't want to go through a turning point in your life, I would recommend that you look for new inspiration because you can decide whether to find it or not, or where to find it. What books do you read, listen to what people say, but if we look at people who are really successful, We can see that because he has a really important change or an inciting incident or the reason why it causes a change, but for me. These things are not in me at all, but it should be more about benchmarking.

I have always had these things in my life, which is that we see this kind of standard, we see people doing this. We want to do something like this, and we will always set a standard for ourselves. Sometimes we set our standards against our competitors or other businesses that have nothing to do with us, but we benchmark them and try to get to that point or even exceed them. Now, back to my way of thinking, is I need to find inspiration? I'm still hesitant, but it may be the same word, benchmark and inspiration.

For me, I always tell my subordinates that our life is not an entrepreneurial life where we have to find inspiration only or we have to have emotions first and then find inspiration to get motivated from within. I can't do that in my profession because my profession requires me to think about work every week. When you're in a profession that has to produce what we call creativity, you can't wait for emotions, you can't wait for inspiration. Just wait for the emotions to happen first. I have to go to the sea first. I have to go to the coffee shop first. And if it can't wait, what should professionals in this field do?

The way is to do research or research. It is in all groups of creative work. It is to do research. The screenwriter probably doesn't have to wait for a good mood before he can write a script. He is responsible for writing a script every day. He had to think about how to write a creative movie script every day. I talk to a lot of people in the creative field. The answer is that you have to do research, you have to research on that thing, even if it is not something that you are personally interested in. You have to do a campaign, this is the research that will make you see something. This is what I teach my subordinates.

Before you think about a job, you have to think about it, but you have to do research first, and then try to see a pattern of something, of that thing, whenever you see a pattern, you will understand what its nature is, and once you know what its nature is, you will know how to take advantage of it. None of this will happen at all if you don't do your research. Once you know what its nature or mechanism is, you can benchmark where we should get there.

When you work and encounter pressure or heavy challenges, how do you think or look at work so that you don't go crazy first?

Whoops. I've never been stressed about work (laughs). Or is it that we are stressed but we don't realize it (laughs) is that my wife asks me if I am working too hard because I am afraid that I will be stressed. My subordinates said that I could slow down a little bit, because they saw me doing a lot of things, and they were worried, so I wanted to lighten the workload. Bring the work because we enjoy the work. We enjoy participating in various thought processes.

People often ask me why I don't get stressed, and I don't know if the answer I have will be the answer to this story, but my way of thinking comes from learning when I was working as an advertising agency. I have been working for an agency for 8 years, and I have never heard of the word problem. We'll call that 'brief', we'll talk to everyone involved about the brief, and we'll have fun solving it. We will feel that this brief is challenging. Then go back and talk to the new customer that the brief is not good, and there are many times when the brief is not good. But we look for perspectives until the brief is good, and the brief is bad. The problem was more difficult than before, and it made us enjoy the brief a lot.

When I moved to the company, it turned out that there was no word for brief. We will do this and have problems, which is full of problems. When we thought that the work we were going to do was a problem, we used the mindset of solving the problem. Because human nature does not want to face problems, anything we label as a problem or a problem, we will feel that it is not fun, it is suffering, it is stress. So I applied this to our real life and told the whole team to look at what we are going to do as a brief, and then try to see if we call it a brief and see it as not a problem, we will enjoy it. We will have a different way of working, and we will feel that it is not stressful, it is fun, it is a brief that we want to do. When my life turns my problems into a brief, it's not so stressful.

As a marketer, how do you see the phenomenon of change in recent times? What platforms or tools are there that are interesting and worth learning?

Interesting product or business In recent years, it has often been something that has not received much budget or investment from the marketing department. The secret to our success that we discovered later is that a business should always have a story. I use this term because I don't specify what kind of content it is. But it makes us motivated to try it or decide to buy it. Although he did not spend much on marketing.

If I give Tesla cars at the global level, which are sold today without spending the budget on marketing. But he is smart to create stories to create momentum for his organization or product all the time, which many people try to create, but the reason why they can't create them is that there are two main conditions: One of your products is not attractive. It doesn't have its own story. The most important thing You have to have your own media or your own platform. In the future, it may be difficult because the company that he does business in the traditional way may not be able to think of this because he is used to using money to buy other people's media. He also made himself a medium in himself. Have your own media. Have your own followers. It is the use of technology or platforms to create new power of oneself.

Actually, Siam Commercial Bank has already taken action as I said to make myself have the authority to speak and be heard. It may not be as exciting as it gets. But it requires a lot of strategy because these things take time, and most people or executives who have KPIs as the quarter or year pillars will not have much patience with these things because they can't imagine a long game. He can only think of how to make the organization have good year-on-year performance, so we have to balance these things well because we see that what we are doing today is a new opportunity. It's a new trend, we have to try to create it.

When an organization or corporate comes to make its own media, what challenges or problems do you think are still stuck?

If you go back 5-7 years, this may be a difficult matter, not an unimaginable thing, but a matter of acceptance by people in a society where there is a clear line between black and white. But nowadays, I think the definition of media has changed a lot. One teenager can act as a media. We can't define a website as a media or just a website. We ourselves in terms of marketing. PR Sometimes we have to balance the use of the budget in the traditional media. Online media and media influencers who are ordinary human beings but have the power to be media, but customers or audiences do not see or distinguish like this. He will only look at whether the content is useful to him in the end. Because he is satisfied to follow content from anyone who is useful to him, no matter who that person is, what kind of business organization he is, so it is a new opportunity for us to create content that is closer to being a media.

If a corporate does what is media, what do you think the media should do now?

That said, the media itself has also changed itself a lot. Many times, we can see that the business model of media in the past was to sell time and space, such as selling advertising spots, selling advertising space, etc. The media business has been based on this kind of sales for hundreds of years. Because normally, there are a few forms of earning money. One of them is advertising, which is the sale of media space, but the media itself is strange. Instead, they earn revenue from selling tours, seminars, training, affiliate marketing, or receiving a percentage. Perhaps because they see an opportunity and the traditional sales do not generate as much income as before, but with the power of the media, it can be expanded to other businesses, such as the automotive business where the income does not come from advertising sales but from organizing events, etc. The media itself also comes to make products or services on the brand's side.

Therefore, it is also a case study that in the end, when someone who is strong in a certain subject will expand the business. If you have a new source of income, you won't be waiting to find a new source of income. This makes it easier for us to create our own content. It's like a new opportunity.

How do you think the digital marketing industry has developed this year, and how can we survive this crisis together?

I always say that digital marketing is like an elephant before, but who will find which part? In the past, if we told organizations that we had to do digital marketing, about 80% of what I saw was opening a Facebook department or making a website, which was the understanding of most people in the past. Some groups think that it is to sell products on various platforms or market places, and I interviewed children who will work in this field lately, and I found that nine out of ten people will work to maintain Facebook pages for the company. That's digital marketing in the general sense of people today, but when you ask people who have been working in this field since 10 years ago, they think it's a website. SEO, conversion, simply put, is the definition of people at that time.

Now, what is digital marketing in the future? It's not about platforms because nowadays when we talk about digital marketing, we talk about the type of media. Media or media platforms We were just thinking about the platform, and then we would continue to ask each other if there would be any new tools.

Actually, digital marketing in my opinion. It's a matter of how to create a last mind interaction or a conversion or a product sale, which is the last action in deciding to buy a product through digital channels. I think this is a new definition, which before it comes to the point where it is the final action that it can be brought from any media, but it is the last action on a digital platform. If we set the criteria like this, we will think about how to generate traffic to the final action. To do it, you need data to work.

For me, digital marketing has three words: personalization, which means that each person will have a different way of arriving or taking the final action. He was not thrown at the same time, but in his own way. The second word is automation because if we are going to do personalization, we can't do it in bulk. We have to do it individually, and it won't be possible to do it at all. But in the end, the most important thing that will cover these two terms is the prediction tool, which is different from the old era of competing for customers as quickly as possible. We have to hurry up and be an option.

But in the end, we learned that no matter how fast we can't stand in front of the customer, but prediction will be a future marketing that will make yourself stand in front of the customer and tell the customer that you should want this. All of this is an important tool to give us a competitive advantage. From a better experience, automation allows us to scale up. No matter what platform we have in the future.

Original article from SHiFT and YouTube

Interview and Arrangement by Wilairat Em Iam