Marketing Communication Strategies with Mutelu Beliefs in the Digital Age

Abstract

This article aims to explain the changes and evolution of Thai society and beliefs in the digital age that are related to current businesses by compiling data from the concepts of marketing, marketing communication, technology, and business development entering the digital marketing era. The result revealed that marketing has adapted in line with the new consumer lifestyle in the marketing mix that emphasizes marketing communication, 4E marketing, and sensory marketing, which are used to attract and motivate consumers to purchase products and services in order to drive businesses into the digital age. Nowadays, businesses integrate marketing communication with beliefs and faith to create a marketing approach known as "Mutelu marketing communication."
The application of marketing communication strategies to products and services reflects the development and transformation of Mutelu beliefs related to business through various communication techniques, such as using influencers, celebrities, and actors who believe in Mutelu to recommend and promote their own amulets, such as lucky numbers, phone wallpapers, bracelets, and auspicious clothing, as well as fortune telling through social media. Consequently, the Mutelu marketing communication is an intriguing strategy in the digital era, as it demonstrates the business's adaptation to fulfill the needs of consumers and influence their decisions to purchase products and services.