In the Asia-Pacific (APAC) region, Malaysia ranks 12th in skill proficiency, and in Southeast Asia, it holds the fourth position, following Thailand, Cambodia, and the Philippines. These advancements are supported by initiatives such as the National AI Roadmap 2021-2025 and the AI Talent Roadmap 2024-2033, which aim to bolster Malaysia’s AI ecosystem through robust training and research collaborations.

Generative AI Courses in Demand

Malaysian learners are particularly drawn to key GenAI courses, including “Introduction to Generative AI” by Google Cloud, “Google AI Essentials,” and “Generative AI for Everyone” by DeepLearning.AI. This trend signifies their dedication to staying abreast of technological advancements, thus enhancing the nation’s digital competitiveness on a global scale.

Generational Adoption of GenAI

The adoption of GenAI in Malaysia spans across generations, with millennials leading at 48%, followed by GenXers at 32% and GenZ at 16%. This trend highlights a significant push from middle to senior management towards reskilling, with notable enrollments from directors (25%), managerial leaders (22%), senior individual contributors (20%), junior individual contributors (18%), executive management (6%), and interns (5%).

“The soaring demand for GenAI courses by Malaysian learners on Coursera underscores their resilience and forward-thinking spirit needed to thrive in a world driven by rapid technological shifts,” said Raghav Gupta, Managing Director, Asia Pacific, Coursera. “As the GenAI revolution unfolds, it is impacting the ever-changing job landscape, emphasizing the need to invest in human capital. Malaysia showcases a robust synergy between industry, academia, and government to nurture the high-demand digital and human skills required to build a competitive and equitable workforce.”

Rising Demand for Micro-Credentials

The report also notes a 97% YoY increase in enrollments for Professional Certificates among Malaysian learners. This trend indicates a growing reliance on online micro-credentials to secure new jobs and advance careers. Popular entry-level professional certificates include “Google Data Analytics,” “Google Project Management,” and “Google Marketing & E-commerce.”

Also Read: Thrive to Survive: The new business race for agencies By Sai Chiu, Tangram UK Principal Consultant

Diverse Learning Community

Malaysia’s learning community on Coursera is notably diverse and inclusive, with women constituting 46% of the total learner population. In STEM disciplines, women account for 34% of learners. However, in GenAI-related courses, men represent 71% of learners, while women account for 29%.

Coursera supports the skills development of 782,000 learners in Malaysia, who have collectively enrolled in over 1.7 million courses as of March 2024. Popular courses available in Simplified Chinese include “Generative AI for Everyone” from DeepLearning.AI, “Programming for Everybody” from the University of Michigan, and “What is Data Science?” from IBM.

Global Insights

Globally, AI literacy has emerged as a crucial skill in the wake of ChatGPT, with GenAI course enrollments on Coursera increasing by 1,060% over the past year. Learners are turning to industry micro-credentials to prepare for in-demand digital jobs, with a significant push towards retraining and upskilling by 2027. To download the 2024 Coursera Global Skills Report, visit Coursera Global Skills Report.

About Coursera

Coursera was launched in 2012 by two Stanford Computer Science professors, Andrew Ng and Daphne Koller, with a mission to provide universal access to world-class learning. It is now one of the largest online learning platforms in the world, with more than 148 million registered learners as of June 12, 2024. Coursera partners with over 300 leading university and industry partners to offer a broad catalog of content and credentials, including courses, Specializations, Professional Certificates, Guided Projects, and bachelor’s and master’s degrees. Institutions around the world use Coursera to upskill and reskill their employees, citizens, and students in fields such as data science, technology, and business. Coursera became a Delaware public benefit corporation and a B Corp in February 2021.

The post Malaysia Embraces Generative AI: Coursera Reports 806% Surge in Enrollments appeared first on Marketing In Asia.

“The second installment of our 2024 Customer Experience Imperatives focuses on the priorities and actions of CX business leaders in the APAC region, shaped by the evolving expectations of consumers,” stated Chris Webb, Chief Operating Officer of Merkle APAC. “APAC is at the forefront in many aspects of customer experience, showcasing innovative approaches and significant advancements. Brands in this region that are adapting their CX strategies are already seeing remarkable revenue growth, highlighting the immense potential in our markets.”

Key Findings for APAC

1. Codified CX Strategies and Customer-First Cultures: APAC CX leaders prioritize customer needs, embedding them deeply into their operations.
2. Focus on Customer Feedback: Investments by APAC CX leaders are more directed towards understanding customer feedback rather than competitor activity.
3. Integration of Technology: Successful CX organizations in APAC leverage well-integrated technology to streamline operations and enhance customer interactions, essential for seamless CX transformations.
4. Rapid Adoption of AI-Driven Solutions: APAC CX leaders implement AI-driven CX solutions at a notably faster pace compared to other regions.

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The report highlights that APAC brands are reaping considerable rewards from these strategies. Data reveals that 65% of APAC CX leaders who prioritize customer-centricity have witnessed up to a 15% surge in customer retention and loyalty. Furthermore, 20% of these leaders have experienced even greater improvements. APAC CX adopters also enjoy significant benefits, with 56% seeing up to a 15% rise in customer retention and loyalty, and 36% witnessing improvements exceeding 15%.

“While APAC CX leaders are at the top in terms of CX leadership and principles, our findings also shed light on some areas for improvement. There is much to be done by APAC brands in the adoption of integrated technologies, and to amply prepare for a cookieless future,” Webb added. “The need for greater collaboration among APAC CX leaders as well as cooperation and coordination among departments and stakeholders in the utilization of integrated technologies is imperative for enabling CX excellence in the APAC region.”

Merkle’s 2024 CX Imperatives report is a comprehensive, forward-looking publication backed by extensive research involving both global consumers and CX practitioners. Conducted in late 2023, the survey included 2,100 consumers and 820 business leaders across 18 countries.

For detailed insights, download the full report here.

About Merkle

Merkle, a dentsu company, has been at the forefront of digital business transformation for over 35 years. As the only integrated experience consultancy with a heritage in data science and business performance, Merkle delivers end-to-end experiences that drive growth, engagement, and loyalty. Recognized as a leader by top industry analysts, Merkle operates with over 16,000 employees across more than 30 countries. For more information, visit Merkle.

The post APAC Brands Leading the Charge in Customer Experience Excellence: Merkle’s Latest Report Unveiled appeared first on Marketing In Asia.

The Power of Persuasion: Trust and its Pitfalls

At its core, influencer marketing thrives on trust. Consumers develop parasocial relationships with influencers, feeling a connection that transcends the virtual space. This inherent trust makes them receptive to persuasion, often blurring the lines between genuine endorsements and paid promotions. A 2022 study by Edelman Malaysia found that 63% of Malaysian consumers trust influencer recommendations, highlighting the significant persuasive power wielded by influencers.

In Malaysia, the rise of local celebrities and social media personalities as influencers further amplifies this effect. A 2023 report by Influencer Marketing Hub (IMH) states that Malaysia has over 18 million active social media users, with a strong preference for local content. This creates a scenario where familiar faces endorsing products can significantly sway consumer decisions.

Transparency: A Murky Landscape

Regulatory bodies like the Federal Trade Commission (FTC) in the US and the Malaysian Communications and Multimedia Commission (MCMC) have issued guidelines requiring influencers to disclose sponsored content. However, the effectiveness of these guidelines remains a concern. Disclosures are often buried in hashtags like #ad or #sponsored, easily overlooked by consumers. A 2023 survey by YouGov Malaysia revealed that only 42% of respondents felt confident in identifying sponsored content on social media. This lack of transparency undermines consumer trust and raises concerns about deceptive advertising practices.

Authenticity Under Fire: The Illusion of Perfection

The very foundation of influencer marketing – authenticity – often comes under scrutiny. Influencers may feel pressure to promote products that may not align with their genuine beliefs or experiences, leading to inauthentic endorsements. A 2022 study by The Malaysian Bar found that 72% of Malaysian respondents believe influencers sometimes promote products they don\’t actually use. This creates a sense of distrust and can damage the credibility of influencers in the long run.

Furthermore, the prevalence of photo editing and sponsored content can create unrealistic expectations about products and lifestyles. Platforms like Instagram are notorious for portraying a curated reality, often heavily edited to showcase \”perfect\” lives and flawless products. This can negatively impact mental well-being, particularly among younger audiences who are more susceptible to social comparison. A 2023 study by the National Institutes of Health (NIH) found a correlation between increased social media use and body image dissatisfaction, particularly among young adults.

The Ethical Responsibility of Influencers: Beyond Legal Requirements

Influencers have an ethical responsibility to their audience that extends beyond legal requirements. This includes but not limited to:

Promoting products they genuinely believe in: Endorsements should reflect their personal experiences and values. Partnering with brands that align with their interests fosters trust and authenticity.

Disclosing sponsorships clearly and upfront: Transparency is key. Disclosures should be prominent and easy to understand, avoiding vague captions or buried hashtags.

Avoiding misleading or deceptive practices: This includes exaggerating product benefits, using misleading visuals, or making false claims about their experiences.

Protecting Consumers: A Shared Responsibility

The onus of ethical influencer marketing doesn’t solely fall on influencers. Brands also have a crucial role to play:

Partnering with influencers who align with their brand values: Choosing influencers who genuinely represent the brand ensures a more credible and authentic message resonates with consumers.

Providing clear guidelines on disclosure: Brands should provide clear instructions on how sponsored content should be disclosed. This protects both the brand and the influencer from potential legal ramifications.

Prioritizing transparency and ethical marketing practices: Building trust with consumers through honest and transparent marketing practices is essential for long-term brand success.

The Road Ahead: Regulatory Frameworks and Self-Regulation

While existing regulations attempt to address disclosure issues, stricter enforcement mechanisms might be necessary. The MCMC could consider implementing a system for flagging undisclosed sponsored content, similar to what some social media platforms have begun exploring. Additionally, self-regulation within the influencer community can play a vital role. Establishing ethical codes and best practices can foster a more responsible environment. Industry associations and influencer marketing platforms can play a key role in facilitating these discussions and promoting ethical influencer marketing practices.

Building a Sustainable Future

Influencer marketing, when conducted ethically, offers a valuable tool for brands and consumers alike. By prioritizing transparency, authenticity, and responsible practices, all stakeholders can work towards a sustainable future for this dynamic marketing strategy. Consumers can make informed decisions based on clear and honest disclosures. Influencers can maintain their credibility and build stronger relationships with their audience by being authentic and transparent. Brands can build genuine connections with their target audience and achieve long-term success through ethical influencer marketing practices. This ethical approach paves the way for a more trustworthy and impactful influencer marketing landscape in Malaysia. So, by working together, influencers, brands, and regulatory bodies can ensure a sustainable future for influencer marketing in Malaysia, fostering a space that benefits all stakeholders.

Influencer marketing offers a powerful tool for brands to connect with consumers in a genuine and authentic way. However, it’s crucial to navigate this space ethically to ensure its long-term viability. By following the recommendations outlined above, all stakeholders can contribute to building a more trustworthy and impactful influencer marketing landscape in Malaysia.

Influencer marketing platforms have a significant role to play in promoting ethical practices within the industry. They can develop features that make disclosing sponsored content clear and effortless for influencers. This could involve implementing mandatory disclosure flags or offering pre-formatted templates. Additionally, these platforms can provide educational resources for influencers, educating them on best practices for ethical marketing and responsible brand partnerships. Furthermore, they can leverage data and analytics to connect brands with influencers whose values and audience demographics align, fostering more authentic and credible partnerships.

Social media algorithms play a crucial role in determining the reach and impact of influencer marketing campaigns. It\’s important to consider how these algorithms can be harnessed to promote transparency and authentic content. Ideally, platforms could develop algorithms that favor content that is clearly labeled as sponsored and prioritizes genuine user engagement over tactics that exploit the system. This could involve rewarding influencers who prioritize authenticity and user interaction over those who rely heavily on purchased followers or inauthentic practices.

The regulatory landscape surrounding influencer marketing is constantly evolving. Staying informed about these developments is essential for all stakeholders involved, including influencers, brands, and platforms. This allows everyone to adapt their practices to comply with changing regulations and ensure a future where influencer marketing operates ethically and responsibly. By working together and addressing these challenges, influencer marketing can continue to be a valuable tool for brands and consumers alike.

The post Examining the Ethics of Influencer Marketing in Malaysia appeared first on Marketing In Asia.

1. The Founder (2016) – “Innovation and Strategy in Business”

Directed by John Lee Hancock, Rated PG-13

“The Founder” narrates the development of McDonald’s from one food point to the worldwide chain, focusing on the strategic war between Ray Kroc and McDonald’s brothers. The story tells about the sequence of cutthroat business moves and ethical predicaments, which Kroc should consider as he starts franchising the brand. The film provides strongly relevant teaching points regarding the ethics of growing a business, innovation, and strategic adaptability. Kroc’s portrayal is a very compelling narrative about the possible costs of ambition, where the McDonald brothers’ portrayal of cautiousness contrasts against it.

2. The Social Network (2010) – “Ideas vs. Execution in the Tech Industry”

Directed by David Fincher, Rated PG-13

“The Social Network” delves further into the genesis of Facebook and posits from the perspective of execution rather than mere ideas. It exposes the interpersonal battles and lawsuit battles that come along the way as the company grows. It shows the importance of visionary ideas with robust execution in the tech industry. This movie goes in every minute detail about the event, so naturally, the film becomes a must-watch for every aspirant and flourishing entrepreneur in tech. Sharp dialogues and complex character dynamics all serve to further enrich the narrative, offering even more insights about how personal relationships affect the business operations and clear communication in partnerships.

3. The Dirty Dozen (1967) – “Team Dynamics and Leadership”

Directed by Robert Aldrich, Not Rated

While primarily a military drama, “The Dirty Dozen” offers profound insights into leadership and team management under extreme pressures. Entrepreneurs can draw lessons on the importance of assembling a diverse team, recognizing individual strengths, and the strategic flexibility needed to lead a team towards achieving complex goals. The film’s setting in a high-stakes wartime scenario underscores the criticality of making quick decisions and the value of unconventional strategies, making it a unique study in adapting leadership styles to suit challenging environments.

4. Apollo 13 (1995) – “Crisis Management and Team Collaboration”

Directed by Ron Howard, Rated PG-13

“Apollo 13” is a compelling portrayal of effective teamwork and crisis management during the ill-fated Apollo 13 lunar mission. This film highlights the critical importance of problem-solving, team collaboration, and leadership under life-threatening circumstances, offering invaluable lessons for managing business crises. The intense focus on technical details and procedural accuracy provides an additional layer of realism, illustrating the importance of expertise and meticulous planning in overcoming unexpected challenges.

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5. Ratatouille (2007) – “Innovation and Meritocracy in the Workplace”

Directed by Brad Bird, Rated G

The movie “Ratatouille” not only emerges as a charming exercise in animation but also makes a very serious essay on innovation and how workplace challenges are overcome. This goes on to show that anyone can really have great ideas and even the most surprising ones really come from people from the most surprising places if they are only given a chance. This is, therefore, a recommended movie for business entrepreneurs who would want to instil new talents and creativity in their ventures. A synopsis of the Ratatouille film can be shown to tell the story of Remy, who is a rat dreaming to become a chef in Paris. The movie shows the audience how to follow the desires of their heart against all odds and reveals to them what power lies in embracing diversity and being innovative in your business.

6. The Wolf of Wall Street (2013) – “Ethics and Consequences in Business”

Directed by Martin Scorsese, Rated R

The movie provides an unvarnished look at the career of stockbroker Jordan Belfort and his rise to power fueled by greed and corruption. “The Wolf of Wall Street” is a warning tale of how dangerous it is for one to have a lapse in ethic and commit long-term fraud against people, all in the name of doing business. This fascinating seduction of excess and ruin, it’s an obnoxiously impudent morality tale about how to make decisions in order to sustain business, told with a lot of energy and a sense of fun.

7. Molly’s Game (2017) – “Strategic Thinking and Ethical Boundaries”

Directed by Aaron Sorkin, Rated R

“Molly’s Game” is about Molly Bloom’s journey from Olympic-class skier to running an exclusive high-stakes poker game. This film highlights the importance of strategic thinking, maintaining ethical boundaries, and the personal costs of running a business within legal gray areas. Molly’s ability to navigate complex legal and ethical landscapes while building a profitable venture offers crucial lessons in resilience and strategic planning. Her story is a compelling exploration of the dynamics of power, gender, and entrepreneurship in a high-stakes environment.

8. Joy (2015) – “Product Development and Market Strategy”

Directed by David O. Russell, Rated PG-13

“Joy” represents an inspiring story of one Joy Mangano, the woman who needed to fight much in both her personal and professional life on her way to commercial success for her invention, the Miracle Mop. This video is particularly helpful to entrepreneurs, since they get advice in regard to product development and patenting, manufacturing, but most importantly, the aspect of personal resilience when life gives out its lemons. Joy’s journey from concept to market success is a road with potholes and fresh pavement, an honest look at what it really takes to move an innovative product into a brutally competitive market.

9. Moneyball (2011) – “Innovative Analytics in Business”

Directed by Bennett Miller, Rated PG-13

“Moneyball” personifies how data analytics can disrupt conventional practices of any given field, in this case, baseball scouting. The movie shows how innovative strategies, based on data, may make the business achieve more with fewer resources, so it is highly recommended for young entrepreneurs who are interested in learning how to take advantage of modern data-based decision-making. The story of Billy Beane’s analytical approach to assembling a baseball team with a small budget is a good example of how big data can be transformational to industries, departing from common trends.

10. The Big Short (2015) – “Understanding Market Failures and Opportunities”

Directed by Adam McKay, Rated R

“The Big Short” looks at the rise in the financial crisis of 2008 and emphasizes corruption and greed as the cause of igniting collapse in the housing market. The movie clearly brings out market inefficiencies and an ideal ethical investment practice. However, the most complex financial concepts that entrepreneurs need to understand in order to really comprehend and hence be successful in their businesses, reflect ethical transparency and ethics for remaining successful in business, thanks to the fourth wall being broken and other innovative story-telling techniques that make such comprehension possible.

These ten movies are not only a hoot to watch but contained so many lessons within them about the difficulty of running a business. They cut across some of the themes that entrepreneurs often grapple with, from ethical dilemmas to dealing with crises or the need for strategic innovation and market disruption. This book will make a wonderful addition to your library, as every story conveys particular insights and becomes a must-use guide for everybody who wants to go further in detail into the dynamics of doing business and leading.

The post Top 10 Business-Related Movies for Aspiring Entrepreneurs appeared first on Marketing In Asia.

Sumit Bansal, VP, Asia Pacific & Japan, BlueVoyant said, “The use of malicious search engine ads is on the rise and poses a significant threat to internet users and companies worldwide. Instead of a link from an ad leading you to your bank’s login page, it can instead lead to a phishing website or malware download — risking personal, financial, and corporate information.”

So, what are Search Engine Ads?

Search engines like Google, Bing, and Yahoo, with their easy-to-use interfaces and vast user bases, allow users to easily and efficiently find things online. Given their wide acceptance, it was only a matter of time before they became a target for cyber criminals.

Most search engines allow advertisers to promote their websites by displaying paid ads in the user’s search results. Using simple, self-service, and readily available advertising tools, advertisers can pinpoint and reach their unique target audience based on multiple criteria, making their ads more effective and profitable.

Most ads appear at the top of the search results, above the organic results, and are annotated as an advertisement. Typically, search engine advertisements consist of a title, description, and a link to the advertised website.

Search engines have long been trusted, so users have historically had little reason to doubt the ads they see.

How Does this Kind of Phishing Work?

These fraudulent search engine ads are designed to appear benign, therefore making them an effective phishing distribution mechanism. When an unsuspecting user types into the search engine their financial institution’s name and “login,” or something similar, the ad they see may lead them to a fake login. These fake websites can be used to steal their login credentials, which could be reused for other accounts, including corporate ones, or to download malware.

Bansal explained, “We have observed that when setting up a malicious ad campaign, threat actors utilise the various customisation options available for advertisers. The settings allow them to display the ads only to specific users who meet predefined criteria, targeting the most vulnerable and profitable victim profiles while helping to evade detection.”

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“To further avoid detection, threat actors employ unique session cookies for users redirected to the site from the ad. This makes it difficult for bots or security vendors to detect the phishing content. In addition, the phishing ads often link to lookalike domains of the impersonated brand, adding another layer of deception.”

“To execute these malicious ad campaigns, threat actors typically acquire compromised ad accounts from deep and dark web communities. They then craft tailor-made ad campaigns, register phishing websites, and implement additional evasion mechanisms before launching the ad campaign.”

How Can You Protect Your Company and its Reputation?

“We recommend that enterprises, especially financial institutions, monitor for suspicious search engine ads possibly impersonating the company’s brand, using various search keywords, user agents, and geolocations, in multiple search engines.”

Organisations are urged to also report all fraudulent websites and associated ads. Enterprises should also raise awareness about the dangers of search engine ads among clients and employees and advise them to bookmark legitimate websites. Organisations should consider working with a Digital Risk Protection vendor with ad detection and analysis capabilities to proactively detect and take down malicious search engine ads and their related phishing websites.

The post New Report: The Rising Threat of Search Engine Ad Abuse appeared first on Marketing In Asia.

Strategic partnerships between logistics technology companies and consumer brands become invaluable in this regard. They allow these technology companies to merge their supply chain expertise with the brand’s rich consumer intelligence to build more innovative and differentiated offerings. Logistics technology providers can also tap into collaborations to customize deliveries in a way that delights target consumer segments. Consequently, customers enjoy exceptional service quality that compels loyalty and retention.

The power of tech-driven synergy with Locus and IGP’s collaboration

A stellar example of is the collaboration between Locus.sh,  a global logistics technology company, and IGP a prominent online gifting platform. With Valentine’s Day being a significant occasion for IGP, the demand for timely and seamless deliveries sees a massive surge, particularly in metropolitan cities like Delhi, Mumbai, and Bangalore.

Locus joined hands with IGP to ensure smooth and unforgettable Valentine’s week deliveries across major Indian cities. By leveraging the platform’s cutting-edge supply chain execution technology, IGP successfully streamlined its last-mile delivery operations, optimized its fleet operations, and enhanced the end-customer experience.

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Through an end-to-end tailored dispatch management solution comprising route optimization, warehouse automation and real-time order tracking, IGP optimized the entire process from order placement to delivery completion. This integration of advanced logistics technology with IGP’s passion for connecting people through meaningful gifts redefined the delivery experience, exceeding the evolving expectations of today’s consumers.

Such collaborations are an inspiration for brands that are setting the stage for future innovations in e-commerce and logistics, prioritizing super-fast delivery and last-mile delivery. It empowers them not only to meet but also to anticipate and exceed customer needs, ultimately benefiting end consumers with personalized, reliable, and memorable experiences.

Collaborating with tech disruptors fuels the seamless adoption of the latest supply chain innovations. Moving forward, the synergies derived from purposeful alliances will shape customer experiences. As expectations evolve, consistent innovation through collaboration is key for retention and expansion. Logistics companies must prioritize partnerships to remain competitive in the long term.

To thrive in the evolving landscape of brand loyalty, brands must think big, craft a long-term vision, and bring it to life through actionable initiatives. By adopting a strategic approach that merges innovation with adaptability, they can navigate supply chain transformations and enhance efficiency in logistics. Embracing collaborative partnerships and leveraging cutting-edge technologies offer the intelligence and automation necessary for brands to capitalize on emerging opportunities. Through this proactive approach, they can position themselves as the preferred destination for consumers amid the new wave of brand loyalty, ensuring sustained relevance and success in the market.

Author By: Mehul Kapadia

Mehul Kapadia stands out as a distinguished global business leader with over 25 years in the tech, telecommunications, and media sectors, significantly contributing to organizations like the Tata Group, Vodafone, and Locus. His broad expertise encompasses sales, marketing, and strategic partnerships, with a notable focus on sports, as seen in his role with England Boxing and his involvement in technology sponsorship in Formula 1 and Moto GP. Mehul’s leadership, inspired by sports’ precision and teamwork, drives his teams towards impactful outcomes. His cross-functional leadership and board experiences underline his ability to innovate and scale businesses across diverse global markets.

The post Driving innovation and customer loyalty through strategic partnerships and integrations appeared first on Marketing In Asia.

With 2023 drawing to a close, the leaps in martech and adtech – not least, in artificial intelligence (AI) – give professionals in the field food for thought. While the prospect of expanding reach and growing customer base is inviting, businesses must grapple with the proliferation of online platforms, larger and more varied data sources, as well as multichannel customer interactions. But one thing is clear; as the martech landscape shifts, content strategy must be adaptable – and these five trends will shape the martech and adtech verticals in the coming year. 

1) Differentiation Through Hyper-Personalisation 

The days of generic campaigns have long been resigned to the dustbin of history. In fact, a McKinsey survey found that 78% of respondents were more likely to repurchase from a brand that delivered personalised content.  

And with Google set to gradually disable cookies starting in 2024, harnessing the power of first-party data to truly understand customers is a no-brainer. This can be further augmented with AI – which will further boost customer loyalty. 

At the same time, businesses in the Asia Pacific need to remember that committing to strategically putting the customer first must be supplemented with adequately formalised and efficient measurements to gauge performance over time. 

2) The AI Floodgates Have Well and Truly Opened 

The past 12 months saw AI free itself from the confines of labs and hit the mainstream – with call centres and chatbots among the first use cases to emerge. And 2024 will only see AI expanding into more areas, with headway in the technology’s language and sentiment capabilities set to increase customer satisfaction. 

Also keep an eye out for chatbots gathering user preferences – a.k.a zero-party data – to make recommendations, crossing the divide from service support to conversational marketing applications. The second wave of AI usage will see the technology cement its mainstream credentials, with techniques encompassing personalised shopping experiences on websites and embedded AI on platforms such as mobile phones and wearable devices. 

However, AI will also be experienced differently across the region. The Asia Pacific is highly diverse, and while poised for growth, maturity varies widely. The likes of Singapore and China are by all accounts leading the pack, but this could also be a source of strength as the region explores and experiments. 

3) It’s An Exciting Time For Productivity 

The remarkable feats of generative AI and its subsequent widespread adoption have been quite revolutionary. This explains why it took just two months for OpenAI’s ChatGPT to gain 100 million users. 

Expect this momentum to carry over into 2024, with marketers on the brink of experiencing real and tangible benefits from this technology, particularly in terms of productivity and creativity enhancement. In no small part, this is because the incoming wave of AI-powered assistants is poised to automate repetitive marketing tasks, facilitate data analysis and utilisation, and streamline campaign and customer journey management.  

With professionals and experts given unprecedented freedom to focus on tasks that truly matter, we’re on the cusp of a new era of efficiency and creativity. 

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4) Governance To Be Put to the test 

Many organisations are in need of a re-consideration of their data governance, security, and privacy practices. Fuelling this is data deprecation and the new emphasis on zero- and first-party sources, as well as second-party sources such as data clean rooms, networks, and exchanges. Here’s where the wheat separates from the chaff, because some brands have instituted comprehensive data compliance practices, while others lag behind.  

It’s critical to remember the double-edged quality of emerging technology like AI – and there is considerable regulatory zeal. Malaysia, for one, is developing an AI code of ethics and governance, which is slated to be ready next year. Over in Singapore, authorities have launched AI Verify to tether AI testing to 11 internationally recognised principles. This will seriously test organisational data governance practices. Responsible marketing, particularly vis-a-vis data, will be a major factor for brands in 2024. Avoiding the speed bumps to innovation will hinge on using customer and marketing data responsibly, which will hopefully impel brands to take a strong, fresh look at their data processes. 

5) CMO’s Zero In on Tech Aggregation and Complexity 

53% of marketing respondents told Gartner they are too overwhelmed by existing technologies to explore emerging ones. Meanwhile, CMO Council found that integration – between systems and data – as well as technical agility dominated the top concerns in a recent report. Clearly, tech aggregation and complexity are keeping CMOs up at night. 

Now is absolutely the time to take charge and overcome the inability to bring together point solutions into a martech platform solution. What is needed is a pivot towards a multi-channel marketing solution. Ideally, this will be architected atop a cloud-based data store with direct access to data from within its own user interface (UI) and has native capabilities to deliver marketing communications. At the same time, this solution should also offer Out-of-Band (OOB) capabilities that orchestrate journeys to a myriad of other vendors for delivery, and can accommodate third-party decisioning engines for real-time analytically driven decisions and model scoring. While tech stack aggregation may not reduce the number of players in the martech landscape, it will be a much needed boon for technical agility, returns on investments, and, crucially, help CMO’s increase utilisation of existing applications. 

The coming 12 months is shaping up to be a year of exciting trends and advancements that will reshape how businesses engage with audiences. And in the competitive landscape of today, cohesion is key – which is why thriving in 2024 will rest on aligning martech with overall company strategy. The onus will be on marketers to clarify objectives, assess current capabilities, and plug gaps while striving to break new ground. Ultimately, it is this which will propel understanding of and empathy for customers. 

The post Augmenting Martech and Adtech in Asia Pacific: Five Forecasts for 2024 appeared first on Marketing In Asia.

Holistic Approach: Modern consumers gravitate towards products that address both external and internal well-being, known as a holistic approach. Brands are strategically positioning their marketing efforts to highlight the synergistic connection between physical appearance and overall well-being. This involves highlighting ingredients with health-enhancing properties and positioning their products as essential components of a comprehensive self-care regimen. By aligning with the consumer’s desire for holistic well-being, brands establish themselves as more than just beauty enhancers, but as partners in the pursuit of a balanced lifestyle.

Functional Beauty: The growing demand for beauty products that provide functional benefits demonstrates a shift in consumer expectations. Consumers are increasingly looking for products enriched with vitamins, antioxidants, and adaptogens that benefit their overall health and vitality, rather than just their appearance. Marketing strategies are evolving to highlight the functionality of beauty products, positioning them as critical components of a larger self-care narrative. This shift reflects a fundamental shift in the way beauty is perceived – it is no longer merely a cosmetic enhancement, but an essential component of an improved way of life.

Increasing Demand for Natural and Sustainable Products: The growing demand for natural and sustainable products is a major factor driving the convergence of wellness and beauty. In response, marketing strategies highlight the use of clean, non-toxic ingredients that not only improve beauty but also subscribe to health and sustainability principles. Brands are appealing to environmentally conscious customers by implementing eco-friendly practices and communicating transparently about ingredient sourcing. This emphasis on natural and sustainable elements benefits not only the environment but also strengthens the consumer-brand relationship.

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Personalization and Customization: Advancements in technology and data analytics make it possible for brands to provide personalised solutions based on individual needs and preferences. Customization is more than a marketing buzzword; it is an essential component of wellness and beauty integration. By utilising consumer data, brands can create personalised experiences that address specific skin concerns, dietary preferences, and lifestyle choices. This data-driven personalization not only improves product effectiveness but also fosters a stronger relationship between the brand and the consumer, that leads to loyalty in a competitive market.

Influencer and Social Media Marketing: In the digital age, influencers have a significant influence on consumer perception. Social media platforms have evolved into virtual marketplaces where brands authentically engage with customers. Influencers not only demonstrate the efficacy of beauty products, but they additionally function as educators. Marketing strategies leverage influencers to share educational content, build communities around wellness and beauty, and engage in honest conversations with customers. This human-centric approach makes brands more relatable and trustworthy, bridging the gap between product and consumer.

Focus on Mental Health and Emotional Well-Being: Brands are incorporating mental well-being into their marketing strategies, acknowledging the profound correlation between mental health and physical appearance. Products are marketed as self-care and stress-relief tools that promote relaxation, mindfulness, and emotional health. Marketing narratives emphasise products’ transformative power not only on the skin but also on the mental and emotional state. Brands connect with consumers looking for a holistic approach to well-being by positioning beauty routines as therapeutic rituals that contribute to a happy and fulfilled life.

Omnichannel Presence: Creating immersive brand experiences necessitates an omnichannel strategy that seamlessly integrates various touch points. Successful marketing strategies employ multiple channels, such as social media, e-commerce platforms, physical stores, and wellness retreats. This multifaceted presence ensures that consumers have consistent encounters with the brand that result in a cohesive and memorable brand experience. Whether scrolling through social media, exploring products online, or engaging in a wellness retreat, consumers are immersed in the brand’s narrative, reinforcing brand loyalty.

Lifestyle Branding: Beauty brands are shifting from product-centric to lifestyle-focused branding. Marketing efforts have expanded beyond traditional beauty tips to include comprehensive wellness guides, meditation sessions, and motivation for a healthy lifestyle. By offering a seamless and comprehensive brand experience, these brands position themselves as holistic lifestyle partners, inspiring consumers to embrace the products and also an entire ethos of well-being.

To summaries, the convergence of wellness and beauty in marketing strategies is more than a passing trend. It indicates a societal shift toward a more holistic approach to self-care, in which beauty is more than just skin-deep but also a radiant reflection of overall well-being. As brands continue to innovate and align their narratives with consumer values, the distinction between beauty and wellness will blur, thereby ushering in an era in which the pursuit of beauty is synonymous with the pursuit of a healthier, more fulfilling lifestyle. The future of beauty is a radiant amalgamation of external charm and internal vitality, where wellness and beauty integrate seamlessly to benefit the style-conscious consumer.

About Mr. Himanshu Sharma

Himanshu Sharma, a Master’s holder in Organic Chemistry and co-founder of Orgatre, has revolutionized the personal care industry. Leading with innovation, Orgatre shines under his guidance, celebrated for its exceptional products and customer focus. A visionary, Sharma adeptly navigates market shifts, securing his status as a respected thought leader. His active engagement in industry events underscores his influential role in shaping the future of personal care and fragrances.

The post Wellness and Beauty Integration: Analyzing the Convergence of Wellness and Beauty Products in Marketing appeared first on Marketing In Asia.

Mr. Vineet Agarwal, MD of TCI – Transport Corporation of India

We commend the government for presenting a budget that perfectly aligns with TCI’s multimodal investments including the contract of two 2 ships, 3 AFTO trains, switch to alternate fuels, EV, and expansion in the Middle East to name a few. PM Gati Shakti’s emphasis on rail corridors aligns with the National Rail Plan, will ensure faster freight movement and turnaround time to reduce logistics cost for India from 12% of GDP, thus improving competitiveness and the 11.1% infrastructure budget increase signals robust support for growth. The country has made immense progress over the last decade when it comes to logistics efficiency.  As per an IIMC-TCI study in 2014-15, the average speed of a truck in India was just 35 kmph which is now closer to 50 kmph.  Better roads and highways, expansion of port capacity, digitization of trade documentation and digital transactions including the use of fastags for tolled roads have all contributed to a significantly robust logistics ecosystem.  The National Logistics policy, now in its sophomore year, has clearly illustrated the need to increase multimodal logistics, lean heavily on digitization and build national standards. 

The India Middle East Europe Economic Corridor holds transformative potential, while the budget’s focus on EV infrastructure aligns with our commitment to sustainability and job creation. Strategic investments targeting edible oil imports and acknowledging aviation sector growth demonstrate economic foresight. The budget’s environmental measures, including offshore wind energy funding and coal gasification plans, align with TCI’s commitment to sustainability. Mandatory blending of biogas in CNG and PNG further promotes eco-friendly practices. The Union Budget resonates with TCI’s vision for an efficient, sustainable, and globally competitive transportation and logistics sector in India.

Zaiba Sarang, Co-founder of iThink Logistics

In essence, Budget 2024 paints a vibrant canvas for e-commerce and logistics. The government is charting a golden age of growth and competitiveness in these pivotal sectors by addressing critical bottlenecks and fostering innovation. The substantial 11.1% boost in the infrastructure budget, coupled with ambitious initiatives like PM Gati Shakti and the India Middle East Europe Economic Corridor, marks a pivotal moment for the industry. The government’s commitment to efficient, cost-effective freight movement and unparalleled connectivity sets the stage for reduced logistics costs, accelerated deliveries, and heightened competitiveness for Indian businesses, particularly in manufacturing. The strategic approach towards Amrit Kaal to foster sustainable growth, facilitate inclusivity and improve productivity while creating opportunities and training for MSMEs to compete globally is truly commendable. The Budget 2024-25 is a powerful budget envisioning an inclusive approach across sectors for a unified economic growth and development for all.

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Nishith Rastogi, Founder, and CEO of Locus

“We commend the forward-thinking approach of the 2024 Union Budget, which resonates with our aspirations for India’s logistics sector. In particular, The Union Government’s commitment to increasing infrastructure spending by 11.1%, around 3.4% of the GDP, signifies a robust investment in the sector’s future. In addition, the PM Gati Shakti and The India Middle East Europe Economic Corridor stands to greatly improve both national and international trade and commerce with the backing of unparalleled infrastructure. This aligns closely with our vision of a technologically integrated and globally competitive Indian logistics industry.

Equally commendable in the budget is the focus on achieving the ‘net-zero’ targets for 2070, and the adoption of electric vehicles and e-buses, supported by improved manufacturing and charging infrastructure. These initiatives demonstrate a comprehensive strategy for modernizing logistics with an emphasis on environmental sustainability. We are eager to enable these transformative developments, strengthening our commitment to a more efficient and environmentally responsible logistics landscape in India.”

Sandeep Bansal, Chief Business Officer at Falcon Autotech

“Following the Interim Union Budget presented by the honorable FM, we welcome the commitment to de-congest high-traffic corridors not only aligns seamlessly with our goals of efficiency and cost reduction but also sets the stage for fostering a skilled workforce integral to India’s advancement. Recognizing the transformative impact of the government’s visionary approach with PM Gati Shakti, and the heightened focus on multi-modal connectivity, we foresee abundant employment opportunities for the youth with technical skills in manufacturing, installation, and maintenance. The proposed rail corridors in the eastern region, coupled with the strategic India Middle East Europe Economic Corridor and the expansion of EV infrastructure, further solidify a holistic strategy for economic growth and environmental responsibility. We embrace these forward-looking measures, acknowledging their potential to reshape the industry and contribute significantly to our nation’s progress”

Industry leaders view Budget 2024 with optimism, seeing it as a catalyst for transformative change across sectors. The budget’s focus on connectivity, sustainability, and technology underscores a vision for a more advanced India. Emphasizing collaboration and innovation, it serves as a roadmap for a resilient and prosperous future, driven by those at the helm of India’s economic growth.

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The Journey of Indian Startups: Triumphs Amidst Trials

The past year has been a rollercoaster for Indian startups. Despite facing formidable challenges like funding crunches and regulatory complexities, these ventures have not just survived; they’ve thrived. The government’s proactive role, notably through the Startup India scheme, has been pivotal in this success story. Yet, the journey is far from smooth. Talent acquisition, retention, and the need for transparent governance remain critical hurdles.

Embracing Challenges as Opportunities

What sets the Indian startup scene apart is its ability to turn challenges into opportunities. Entrepreneurs across the nation are not just navigating these hurdles; they’re leveraging them to innovate and disrupt traditional business models. This mindset shift – viewing obstacles as stepping stones – is driving a new wave of entrepreneurial success.

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The Government’s Role: A Catalyst for Change

The Indian government’s unwavering support has been a cornerstone of this growth. Initiatives like the Atal Innovation Mission and Startup India have provided startups with the resources, mentorship, and policy support needed to flourish. This backing has been crucial in fostering a conducive environment for startups to innovate and expand.

The Rise of Tech Startups in Tier-II and III Cities

A notable trend in the Indian startup ecosystem is the rise of tech startups in tier-II and III cities. This expansion signifies the inclusivity and resilience of the startup landscape, bringing innovation and opportunities to previously untapped regions.

The IPO Momentum and Global Recognition

The year 2023 witnessed a robust momentum in IPOs, with 18 tech companies going public. This milestone, coupled with the landmark achievement of surpassing 100,000 registered startups, cements India’s position as a global startup hub.

The Future: A Blend of Innovation and Social Impact

Looking ahead, the future of Indian startups is not just about financial success; it’s about making a meaningful impact. Sectors like healthcare are seeing a surge in entrepreneurial activity, driven by a desire to improve lives and contribute positively to society.

As India celebrates National Startup Day, it stands at the cusp of a new era in entrepreneurship. The journey ahead is filled with both challenges and opportunities. But one thing is certain: the Indian startup ecosystem is a vibrant, dynamic force, poised to reshape the global economic landscape.

The post India’s Startup Surge: Navigating Challenges, Seizing Opportunities appeared first on Marketing In Asia.

At the forefront of this revolution lies regenerative medicine, a realm encompassing groundbreaking treatments like stem cell therapy, exosomes therapy, and advanced platelet-rich plasma (PRP) therapy, such as Growth Factor Concentrate (GFC). These therapies not only accelerate the body’s natural healing processes but also offer solutions for a spectrum of concerns, including aging, hair loss, and facial rejuvenation.

Also Read: JC-T Joins Forces with Michael Kors: A New Era for Fashion in Greater China

Stem Cell Therapy: A Cellular Symphony for Healing

Stem cell therapy, harnessing the unique abilities of cells within the body, acts as both a foundation and a repair mechanism. By strategically placing stem cells in treatment areas, the therapy triggers an enhanced healing response, fostering the creation of healthy cells over time. This approach holds immense potential in accelerating the body’s defense against various diseases.

Exosomes Therapy: Tiny Messengers of Renewal

Exosomes, tiny extracellular vesicles released from stem cells, have emerged as powerful agents in dermatological treatments. Their application extends to skin rejuvenation and the management of conditions such as psoriasis, atopic dermatitis, systemic sclerosis, pigment regulation, vitiligo, and hair growth. Extracted from human mesenchymal stem cells, exosomes deliver essential lipids, messenger RNA, cytokines, and proteins to rejuvenate the skin and enhance overall cell health.

Advanced PRP (GFC): Elevating Platelet-Rich Plasma to New Heights

Going beyond traditional PRP, Growth Factor Concentrate (GFC) extracts highly concentrated growth factors and proteins from a patient’s own blood, offering a safe and proven solution for treating hair loss and accelerating hair growth. Directly injected into treatment areas, GFC demonstrates significantly greater benefits compared to standard PRP.

Nano and Micro Fat Transfer: Sculpting Youthful Radiance

In the realm of advanced cosmetic dermatology, nano and micro fat transfer plays a pivotal role in rejuvenating the face and hands. This technique involves extracting a small amount of fat from donor areas and injecting it into targeted regions, followed by purification to extract stem cells rich in Stromal Vascular Fraction (SVF). Nano fat improves skin tone and texture, while micro fat adds volume to sunken cheeks and saggy hands, contributing to a plump and rejuvenated appearance.

Morpheus8/ InMode: Sculpting Beauty with Radiofrequency Energy

Employing a blend of radiofrequency energy and micro-needling techniques, Morpheus8/ InMode tightens and contours the skin, addressing concerns such as sagging and unwanted fat. With recommended treatment sessions spaced at intervals of one to two weeks, this method promises remarkable results in skin tightening and remodeling.

FORMA: Redefining Minimally Invasive Facial Rejuvenation

FORMA is a minimally invasive facial rejuvenation procedure designed to enhance skin texture and reduce the appearance of jowls and a double chin more effectively. This advanced cosmetic dermatology technique offers a refined approach to facial rejuvenation, ensuring a revitalized and youthful complexion.

In the realm where science meets aesthetics, these cutting-edge advancements stand as pillars of innovation, reshaping the possibilities within cosmetic dermatology. As we embrace the future, the pursuit of beauty and skin health enters a realm where precision and effectiveness converge to redefine the standards of cosmetic care.

Authored By

Dr. Karishma Kagodu, Founder of Dr. Karishma Aesthetics.

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Although generative AI is reimagining how we interact with machines, there are some immediate concerns that will be particularly challenging in the early years of widespread AI and language model adoption. For a lot of people involved in what we loosely call “knowledge work,” quite a few of their jobs are going to vaporize. Rapid change makes it hard to quickly absorb displaced workers elsewhere in the workforce, and as a result both the private sector and governments will need to step up. Deep fakes are also another hurdle, and we can expect increased attacks on what we humans collectively think of as our reality — resulting in a world where no one can, or should, trust a video of you because it may be AI-generated. Finally, advances in AI will exacerbate the digital divide that has been happening over the past 20-30 years between the haves and have nots, and will further increase inequality across the globe. I can only hope that by making information more accessible, this emerging technology leads to a new generation of young adults who better understand the issues and potential, and can counter that risk.

Prediction: Ethical guardrails for AI will emerge, from both private and public sectors, faster than with other tech upheavals such as privacy.

I’d like to think that we’ve learned from our past when it comes to establishing safe and ethical rules for leveraging new technologies, with the lack of privacy frameworks and guidelines around sensitive data serving as a cautionary tale of what not to do. Governments are stepping up earlier in the cycle when it comes to AI adoption and use. For example, in mid-September the U.S. Senate hosted a private, informational round table that included leaders from OpenAI, NVIDIA, Google, Meta and more. However, quick regulatory intervention will not solve all problems, and I suspect the industry will primarily be responsible for defining what “responsible AI” means. Narrow tech regulation is very hard. While it made the internet as we know it possible, the internet is also rife with lies, hate speech, and bullying. We’ve seen that well-meaning regulation can sometimes play out in bad ways.

Prediction: LLMs will become commonplace, but most people will use “MLM”s (smaller models trained using the very large ones) because we don’t all need trillion-parameter models!

As large language models (LLMs) become more democratized, we’ll see most organizations start to downsize — with smaller language models becoming the industry standard. There will still be some big players, but in general most vendors will fine-tune smaller models catered toward specific verticals and use cases. I see a future with millions of smaller language models, operating at the company or department level, and providing hyper-customized insights based on the employee or need. Smaller language models require less time and resources to maintain, can be operated inside a company’s existing security perimeter, and are often faster and more accurate because they’re optimized for a narrower set of tasks compared to the do-it-all models that have garnered most of the attention to date. There is more and more proof that you can get a 20 billion parameter model to do most of the things that you want from language models — when compared to the ~1.8 trillion parameter model of OpenAI’s GPT-4 — and they are just as effective if not more.

The post Snowflake’s 2024 Generative AI’s Predictions appeared first on Marketing In Asia.

According to Forrester, technology spending in Asia Pacific (APAC) will grow 5.8% to reach US$732 billion in 2023. Seventy-four percent of growth will come from software and services as cloud adoption in the region increases. IDC also predicts that cloud-based spending by Asia Pacific and Japan (APJ) digital-native businesses is expected to hit US$26.5 Billion in 2024. 

What does the future of clouds look like in 2024? Let’s look at some of the trends outlined by Sandeep Bhargava, SVP, Global Services and Solutions, Public Cloud Business Unit, to shake up 2024. 

• Democratising the use of Generative AI – IDC forecasts more than half of digital native businesses in APJ will increase their technology spending by up to 20 percent in the next 12 months, prioritising the latest technologies, such as generative AI and cloud platforms, to remain competitive, create innovative products, and maintain their financial viability. In the rapidly evolving landscape of AI, companies of all sizes are actively ideating and experimenting with generative AI. The convergence of cloud computing, easily accessible pre-trained models, as well as the open-source nature of advancements, will propel its accelerated use, establishing a robust foundation in 2024 and the coming years.  

Additionally, the adoption of natural language models will expedite AI’s reach, transcending from being solely within the domain of technologists to a widespread application to non-technical users. In addition, given the sensitivity around the ethical usage of AI, it is likely that AI will augment humans instead of displacing them. In Malaysia, the government is working on an AI code of ethics to chart the future of AI. Anticipated in 2024, this code will embrace the Seven Principles of Responsible AI and also inculcate education and awareness of ethics. 

The focus on ethical usage, encompassing accountability, reliability, explainability, security, and privacy, will persistently grow, paving the way for policy implementations and solutions in these critical areas. 

• The Rise of Cloud Platforms – The evolution of cloud platforms marks a pivotal shift. With increasing industry adoption, there is a notable migration of applications from data centres to the cloud and a surge in software utilisation. As traditional sectors embrace cloud technology, a new phase emerges – Industry Cloud Platforms – as termed by Gartner.  

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These platforms are tailored to specific industries in a manner that streamlines the consumption of industry-specific solutions while adhering to unique regulatory and operational constraints. This evolution enables industries to leverage cloud resources more effectively for their distinct needs. Particularly, the rising demand for cloud services in Malaysia prompted the government to sanction the construction of fresh data centres by Amazon Web Services (AWS), Google Cloud, Microsoft Azure, and Telekom Malaysia within the country, aligning with its cloud-focused approach and the Malaysian Digital Economy Blueprint. 

• Urgency to Address Sustainability Challenges – The extensive adoption of technology has the potential to contribute to carbon emissions due to the extensive use of computing and storage, demanding substantial electricity for operation and cooling. Nonetheless, the industry has been very cognizant of these implications, fostering organic initiatives spanning various areas to promote sustainability in all facets of technology. This heightened awareness is propelling the community to innovate digital solutions aimed at facilitating Environmental, Social, and Governance (ESG) outcomes for companies. Cloud technology can drive efficient innovation and sustainability processes within organisations to address environmental challenges. Proper planning and tweaks in cloud technologies allow organisations to scale IT capacity for present and future competitiveness. 

In summary, the cloud landscape in Asia Pacific and Japan is set for a revolutionary shift in 2024, driven by AI democratisation, industry-specific cloud platforms, and a heightened focus on sustainability. Organisations would need to optimise their cloud strategies for continual IT innovation to stay ahead of these trends in 2024. 

The post Navigating The Future: Cloud Trends and Predictions 2024  appeared first on Marketing In Asia.

Organisations in the Asia Pacific are already primed to push the envelope when it comes to generative AI use cases. According to a survey by IDC, 38 percent of businesses in the region are actively exploring the potential applications for generative AI. With modern marketing’s reliance on a combination of data-driven insights and creativity, generative AI’s ability to supplement human ingenuity by providing access to a wealth of content and data insights can be ground-breaking.

It is important to note that AI will not upend the marketing industry. Instead, generative AI will augment and enhance the work of marketing professionals. One significant way it will do this is by empowering predictive analytics. Sales and marketing teams achieve the best results when they collaborate closely. With multiple human touchpoints throughout the sales cycle and customer journey, a significant amount of data is generated. AI and machine learning (ML) can derive valuable insights from this data, allowing marketing professionals to predict the future state of their sales pipelines accurately. This empowers them to make precise adjustments to their marketing investments as needed.

Generative AI can make a difference here by accelerating the development of predictive analytics initiatives through faster code generation and expediting the entire lifecycle. And its impact extends far beyond predictive analytics. Generative AI applications powered by proprietary data allow marketing teams to minimise time spent on repetitive tasks and instead focus on more impactful activities. For instance, a simple generative AI tool can swiftly compile lists of potential leads within seconds, replacing hours spent manually doing this.

In addition, generative AI drives innovation by streamlining the creative process. Marketing teams thrive when ideas are refined collaboratively. Generative AI contributes to this process by generating more ideas during the feedback loop, enhancing and expediting the creative process. For example, a generative AI tool can swiftly produce captivating headlines and visually appealing designs that free up marketers to focus on more pressing tasks. In fact, 74 percent of respondents in a World Federation of Advertising survey report that they already utilise generative AI for content creation.

Furthermore, with the sheer volume of data marketing teams generate, being able to interpret thousands of pages of information rapidly is crucial. However, humans simply cannot do this. On the other hand, as an IDC report shows, generative AI thoroughly enhances knowledge management – and is having a significant impact across the Asia Pacific in this regard. Not only that, well-trained generative AI tools can help marketers develop highly customised marketing content as well as search engine–optimised content.

Through its ability to pore over an abundance of unstructured and semi-structured data instantly, generative AI can effectively develop tailored social media posts, landing pages, as well as emails.

Laying down the foundation for Generative AI

The potential of combining generative AI with human creativity is vast and use cases so far are just the tip of the iceberg. By using advanced deep learning techniques, generative AI models break new ground as they can generate entirely new outputs rather than simply predict outcomes based on prior experience. This shift from prediction to creation opens exciting possibilities for innovation, but organisations need to have the foundations in place if they are to get anywhere with generative AI.

One critical aspect to consider is data availability. Contextualisation, a key advantage of generative AI and large language models (LLMs), relies on comprehensive data. However, many enterprises still have data scattered across isolated silos in legacy, on-premises systems. To leverage generative AI effectively in marketing, organisations should utilise cloud data platforms to consolidate and unify their internal data.

In addition to breaking down data silos, businesses must ensure seamless access to all types of their vast volumes of data – i.e., a cloud data platform that efficiently loads, integrates, and analyses data of various formats. In practical terms, this could enable users to ask direct questions that a LLM then uses to quickly analyse an application’s underlying data model and precisely pinpoint the right data asset or data insight.

Lastly, marketers should collaborate with cross-functional teams comprising data scientists, legal professionals, and security experts to proactively address data governance and security concerns. Establishing necessary guidelines and guardrails is essential. Moreover, ensuring the infrastructure meets the requirements for safeguarding sensitive data, such as personally identifiable information (PII) and internal documents, is crucial for maintaining data security.

Generative AI and a new age in marketing

Generative AI presents numerous advantages for enhancing marketing strategies, including improved predictive analytics, faster processes, increased creativity, and enhanced personalisation. This technology is already making a significant impact in software and enterprises, but there is still much potential to be explored.

Nothing encapsulates this potential better than the fact that generative AI fundamentally transforms how businesses interact with data. With generative AI, marketing teams can discover precisely the right data point, data asset, or data insight to maximise the value of their data. The caveat though is that organisations need a robust data infrastructure. This involves breaking down data silos, ensuring seamless access to all types of data, and proactively addressing data governance and security concerns – only then can human ingenuity and generative AI jointly take marketing strategies to new heights.

This article is authored by Denise Persson, Chief Marketing Officer, Snowflake.

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Social commerce is booming in SEA, with influencers leading the way to a new era of advertising where relevance and authenticity are increasingly powering brand growth.

As a global trend, social commerce has steadily been on the rise for some years now. From early players in the space like Facebook who allowed users to buy and sell on the platform as early as 2014, to newer entrants like TikTok, whose social commerce platform TikTok Shop has been making waves in Southeast Asia over the last few years, leading to an official launch in the US this year.

Aside from technology and regulatory changes, the biggest difference between social commerce then and now has been the increasingly pivotal role of influencers – and the astronomical rise of TikTok Shop in Southeast Asia is proof of this. The influencer-led social commerce platform achieved a US$4.4 billion GMV in the region last year, with its projected market share expected to reach 13.2% by this year. This success has put the platform in the same tier as regional stalwarts like Lazada and Tokopedia in less than three years since its debut.

To understand this success is to understand the growing role and impact of influencers in the region, as well as the expansion of social commerce from simply enabling buying and selling on social media platforms to providing ‘shoppertainment’, where influencer-led live selling and viral products reign king.

The Role of Influencers in TikTok Shop’ Success

Southeast Asia, a region with one of the highest social media penetration rates worldwide, has a booming internet internet economy that is expected to be worth USD330 billion in 2025. Influencer marketing is also thriving in the region, and is estimated to be worth over USD2.5 billion by the next year, up from USD638 million in 2019. Together, these trends have positioned Southeast Asia as a global leader in social commerce, and a fertile ground for the success of platforms like TikTok Shop that employ influencers and content-focused selling tactics.

With over a billion active users on its app, TikTok already had a significant reach advantage. But the way the app uses its features to enable and promote selling is what has set its success apart from other social media platforms. For example, the platform operates based almost entirely on recommendations rather than searches, which ensures products are tailored to user preferences from the get go. Being a content-driven platform, TikTok also has access to an entire ecosystem of creators and channels, which have been pivotal to the growth of its shoppertainment offerings.

Shoppertainment is the use of videos – often live-streamed – to drive sales for a particular product or brand. Influencers and sellers essentially broadcast themselves live on the platform, either demonstrating the use of the product or talking about its benefits. Users can then purchase the products – which are sold live on air – and even bid on them in some cases. TikTok also taps creators to develop and promote what it calls ‘viral products’, and has an affiliate program that helps sellers identify influencers who align with their brand and reach out to collaborate on creative content. Brands like Shein, for example, have utilised TikTok’s influencer marketing to drive traffic and generate sales, combining engaging content with seamless shopping experiences to capture TikTok’s vast user base.

The Bigger Picture for Brands in SEA

TikTok Shop’s success is an example of how influencer-led social commerce is redefining how brands connect with consumers – a shift that is poised to change the status quo of the online retail landscape. And consumer behaviour reflects this.

In a rapidly expanding digital advertising, consumers are becoming more privacy-conscious and increasingly discerning about the advertising they receive. They are also increasingly seeking trusted recommendations before purchasing a product or service – something that is increasingly shaped by influencers. For example, a significant 80% social media users in Asia who follow influencers are inclined to purchase products when these influencers recommend them. This shift signals that personal and more authentic forms of marketing are becoming a must-have for brands looking to reach increasingly selective digital customers.

This is particularly relevant in diverse markets like Southeast Asia which vary widely in cultural, lingual and other nuances. Collaborating with influencers offers brands a significant edge due to their capacity to cultivate trust and interaction among their audience through the dissemination of genuine and relatable content. Through influencers, brands have a chance to not only strengthen connections with their customers and build brand loyalty, but also efficiently enter new markets and tap into broader audiences.

For brands in the region, influencer marketing also provides solutions to mounting challenges in online advertising, including rising costs, privacy or targeting limitations and the rising incidence of ad fraud in the region. Social commerce overall also simplifies the customer journey significantly, with shoppers now able to discover products, interact with influencers who provide firsthand reviews and recommendations, and make purchases—all within the same platform. This streamlined process reduces friction for brands and shoppers, allowing brands to focus on creative ways to engage their customers instead.

It is increasingly clear that the rapid emergence of social commerce in Southeast Asia has reshaped how brands engage with consumers. By tapping the region’s growing influencer ecosystem, brands can stay ahead of this rapidly growing space, stay aligned with the unique characteristics of its different markets and connect with audiences in deeper and more authentic ways.

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In today’s ever-evolving landscape, one of the critical aspects that could have helped in avoiding or mitigating the crisis is the presence of a well-structured Crisis Communication plan and manual. Concert organisers, including those behind the Good Vibes Festival, should have had a well-structured Crisis Communication plan and manual in place, which could even include a Crisis Communication navigation team that are constantly on standby and equipped to handle the various scenarios outlined in the manual. At least by doing this, swift actions can be taken when a crisis arises to avoid letting the situation get from bad to worse. 

In regards to the Good Vibes Festival cancellation, I feel that the organisers should conduct a background check on the artist (Matty Healy) as he is notorious for being vocal, even in other locations that he has performed at. This might prompt the organisers to be on the ready to pull the plug on the artist the minute he started his rants by immediately removing him and the band members from the stage before the situation escalated and averted further damage to the festival’s reputation. 

However, it is essential to also acknowledge that some factors may have been beyond the immediate control of the organisers. In such cases, the government’s role becomes crucial in addressing the issue appropriately.

Considering the impact of the festival’s cancellation on the nation, vendors, and participants, the government should have stepped in to assess the situation thoroughly. A more comprehensive approach could have been taken instead of resorting to a blanket cancellation. This could include investigating the incident thoroughly, holding those responsible accountable, and working with the organisers to implement necessary changes to prevent such incidents in the future.

Also read: Embrace the K-Pop Phenomenon with Booking.com’s Ultimate Fan Experience in Seoul

Moreover, it is essential to emphasise the cultural values of Malaysia, which have always been based on respect and tolerance. While the incident at the festival was regrettable, it does not define the entire nation or its people. It is crucial for the upcoming artists to understand and appreciate the rules and customs in place, not only in Malaysia but in any country that they perform in. With this understanding, it will foster cross-border mutual respect and promote cultural harmony.

In conclusion, the Good Vibes Festival crisis could have been avoided or better managed through proactive measures such as having a Crisis Communication plan, conducting thorough artist checks, and taking swift action during incidents. Additionally, a more comprehensive approach from the government and a focus on educating outsiders on cultural values can help prevent such issues in the future. 

The post Good Vibes Festival Crisis: Was it Avoidable? appeared first on Marketing In Asia.

Imagine walking down a bustling street in your favorite city, seeing not only the buildings, people, and cars around you but also an array of immersive and interactive digital content. A digital billboard displaying a trendy fashion show comes to life as you walk by, allowing you to zoom in on the intricate details of a dress that catches your eye. You’re able to virtually try on that dress and, if it suits your style, you make the purchase in seconds, with just a glance. This is the power of extended reality (XR) promised by Apple’s newly unveiled headset, the Vision Pro, and it’s a future the fashion industry cannot afford to ignore. 

The Vision Pro and Its Impact 

Last Monday, Apple made waves in the tech industry with the introduction of its Vision Pro, an augmented reality (AR) headset designed to blend the physical and digital worlds. This cutting-edge device, priced at $3,499, is controlled by the user’s eye and hand movements, voice, and a small dial on the device, eliminating the need for a remote. Tim Cook, Apple’s CEO, described the Vision Pro as a “wearable spatial computer” that allows users to interact with digital content as though it’s part of their physical environment. 

Also Read: Apple Vision Pro: A Revolutionary Leap into Augmented Reality and Virtual Reality

The introduction of the Vision Pro isn’t just about pushing the boundaries of technology; it’s about defining the future of computing and the content ecosystem that will surround it. From gaming and film to productivity and educational tools, numerous industries have natural use-cases for this technology. However, one industry that stands at an intriguing crossroads with the advent of the Vision Pro is fashion. 

The Fashion Industry and Extended Reality 

The fashion industry, like any other, is continually evolving, embracing technological advancements to enhance its offerings. From online retail platforms to virtual fitting rooms, technology has allowed the fashion industry to break barriers and reach consumers in unprecedented ways. Now, with the arrival of extended reality through Apple’s Vision Pro, the fashion industry has another leap to take. 

Imagine a shopping experience that includes a personal shopper and a product assortment displayed throughout your field of vision, instead of on a rectangular screen. Or the ability to twist and turn life-sized 3D products within your own environment, giving a whole new dimension to the phrase ‘try before you buy.’ These are just a few potential applications of extended reality in the fashion world. 

And it’s not just about the consumers. Fashion designers can use this technology to design and preview their creations in a three-dimensional space, allowing them to visualize their designs in real-world contexts. Similarly, fashion shows and other storytelling moments can be broadcast in more immersive and interactive ways, offering audiences a front-row experience no matter where they are. 

The Potential and Challenges Ahead 

As exciting as these possibilities are, it’s important to note that they’re currently more speculative than definitive. During the presentation, Apple did not mention any specific capabilities for the Vision Pro that pertain directly to fashion, such as the ability to detect people and dress them in digital clothing, or overlay digital content into existing buildings. That’s not to say such features won’t be introduced down the line, but it does mean the fashion industry will need to explore and innovate within the framework of the technology as it currently exists. 

Moreover, while the Vision Pro represents a significant advancement in AR technology, it’s worth noting that this is not the first foray into this arena. Other tech giants, including Meta, Amazon, Snapchat, and Microsoft, have released their own versions of AR and virtual reality (VR) technologies with varying degrees of success. However, none have truly broken through in terms of widespread consumer adoption. 

So, why might it be different this time? Well, Apple has a track record of refining technologies and packaging them into desirable, user-friendly products, as seen with the iPod, iPhone, and iPad. It’s betting that the Vision Pro can succeed where others have failed, and in doing so, redefine our relationship with computers. 

Implications for the Fashion Industry 

Apple’s announcement also hinted at a potential new frontier for the fashion industry. The blending of physical and digital realities could revolutionize the industry by making digital clothing mainstream. Imagine trying on clothes in a virtual store, or altering your appearance on the fly with digital accessories. Fashion, by its very nature, is about expression and identity, and extended reality offers a whole new canvas for those expressions to come to life. 

There’s a world of potential in the overlap of fashion and technology, but it won’t come without its challenges. From technological hurdles to consumer acceptance, the path forward is full of unknowns. However, the potential benefits – in terms of creative possibilities, consumer engagement, and ultimately sales – are too substantial to ignore. 

This is why the fashion industry can’t ignore extended reality. As we stand on the precipice of a new digital frontier, it’s clear that those willing to take the leap will have the most to gain. The Apple Vision Pro is a bold step into that future, and it may just be the spark that sets the fashion world ablaze. 

In the end, Apple’s Vision Pro isn’t just a new product; it’s a vision of the future. And in this future, fashion doesn’t just exist; it thrives in new and exciting ways that we’re just beginning to imagine.

The only question that remains is: are we ready to embrace it? 

The post Revolutionizing Fashion: Apple’s Vision Pro & the Future of Digital Couture appeared first on Marketing In Asia.

So, let me tell you what I think is happening here. First off, I believe that one of the main reasons for the decrease in the number of luxury watches being sold is the rise of smartwatches. You know, those nifty gadgets that look like watches but can do so much more than just tell time. They can track your steps, send messages, and even make phone calls. As more and more people turn to these high-tech devices for their everyday needs, the appeal of a traditional timepiece has understandably diminished.

I’ve also noticed that younger generations don’t seem to be as into luxury watches as their parents and grandparents were. It seems to me that many of them would rather spend their money on experiences, like traveling or going to concerts, rather than on material possessions like an expensive watch. This is a significant factor contributing to the shift in the luxury watch market.

Also Read: How do Luxury Brands Use Social Media to Market Themselves

But here’s the interesting part: despite the challenges I mentioned, revenues in the luxury watch industry have actually gone up. How is that even possible, you ask? Well, it’s mainly because the price of luxury watches has continued to rise. As demand has shifted towards high-end timepieces, companies have responded by producing more exclusive and expensive models. So, while fewer watches are being sold, the ones that are being sold are at a much higher price point.

Let’s take a look at some examples, shall we? For instance, Patek Philippe, a Swiss luxury watch brand known for its exquisite craftsmanship, has seen an increase in demand for its high-end models. One of their watches, the Grandmaster Chime Ref. 6300A-010, sold for a whopping $31 million at a charity auction in 2019. That’s the highest price ever paid for a wristwatch!

On the other hand, brands that rely on mass production and lower-priced watches have been struggling to keep up. Take Swatch Group, for example, which owns brands like Swatch, Tissot, and Hamilton. They reported a decline in sales of 8.3% in the first half of 2021 compared to the same period in 2020. The shift towards higher-priced models has made it difficult for these companies to compete, as they can’t match the exclusivity and perceived value of luxury brands like Rolex or Patek Philippe.

Now, let’s talk about the threats to the industry. The rise of smartwatches and other technology-driven devices has led some to question the long-term viability of traditional timepieces. I mean, if people can get a watch that does so much more than just tell time, will they still be interested in luxury watches that cost a small fortune? It’s a valid concern, in my opinion.

Moreover, the younger generation’s lack of interest in luxury watches could pose a long-term challenge for companies that rely on these consumers for future growth. It’s crucial for these brands to figure out how to appeal to a generation that values experiences and digital technology over traditional status symbols.

But it’s not all doom and gloom! There are also opportunities for innovation and growth within the industry. For example, some companies have started exploring ways to integrate technology into their traditional timepieces, creating hybrid models that offer the best of both worlds. TAG Heuer, a Swiss luxury watchmaker, has released its Connected series, which combines the aesthetics of a classic watch with the functionality of a smartwatch. This allows customers to enjoy the prestige of a luxury timepiece while still benefiting from the convenience of modern technology.

Another area where some companies are focusing their efforts is sustainability and ethical production. Brands like Oris and Panerai have introduced watches with environmentally-friendly materials and manufacturing processes. By embracing these responsible business practices, they’re appealing to consumers who value not only the style and craftsmanship of a luxury watch but also the environmental and social impact of their purchases.

Collaborations with artists, designers, and celebrities have also proven to be a successful strategy for some luxury watch brands. For example, Rolex has a long-standing partnership with tennis star Roger Federer, while Audemars Piguet has worked with basketball player LeBron James. These collaborations help to create buzz and excitement around the brand, attracting new customers and keeping existing ones engaged.

I think it’s essential for luxury watch companies to continuously innovate and adapt in order to stay ahead of the curve. They need to understand the changing consumer demands and preferences, and find ways to address them. This could involve incorporating cutting-edge technology, focusing on sustainable and ethical production, or even exploring new designs and aesthetics that resonate with younger consumers.

Also Read: How Lifestyle Changes Affect Luxury Brands

So, what does this all mean for you, my young watch enthusiast? It means that the world of luxury watches is full of exciting changes and new opportunities. With unique designs, cool materials, and awesome tech, there’s never been a better time to be a watch fan! Keep exploring and learning about this amazing world, and who knows maybe one day you’ll have your own collection of incredible timepieces!

Now let’s talk about shopping for a luxury watch. When you’re out there hunting for the perfect watch, make sure to keep an eye on what’s trending and what’s unique. Look for brands that are pushing the boundaries and trying new things. You never know, you might find a watch that’s not just a status symbol, but also a conversation starter.

And don’t forget about pre-owned watches! Sometimes, you can find amazing deals on second-hand luxury watches that still look great and work perfectly. Plus, you’ll be giving new life to a beautiful timepiece that might have otherwise been forgotten.

Finally, when it comes to luxury watches, always remember that it’s not just about how much money you spend or the brand name on the dial. It’s also about finding a watch that speaks to you and reflects your unique style and personality. So, take your time, do your research, and find a watch that truly resonates with you.

To sum it up, the luxury watch industry has certainly experienced some significant changes in recent years. While it’s true that some companies have struggled to adapt, others have found new opportunities for growth and innovation. The key is to stay relevant and in tune with what consumers want, and to be willing to evolve with the times.

At the end of the day, a luxury watch is more than just a timepiece; it’s an expression of one’s personal style and values. By embracing change and focusing on the aspects that make their products unique and desirable, luxury watch brands can continue to thrive in the face of shifting consumer preferences and technological advancements.

In a world where time seems to be moving faster than ever, luxury watches serve as a reminder of the beauty and artistry of craftsmanship. They connect us to a rich history of innovation and skill, while also reflecting our individual tastes and aspirations. And as long as there are people who appreciate the elegance, sophistication, and timelessness of these exceptional timepieces, there will always be a place for luxury watches in the hearts – and on the wrists – of discerning consumers.

The post Timeless Elegance or High-Tech Convenience? The Future of Luxury Watches Revealed appeared first on Marketing In Asia.

While some argue that woke ads have the potential to create awareness and spark conversations around social issues, others contend that they are nothing more than a manipulative marketing strategy. This article examines the controversial side of woke ads in India, exploring whether they represent genuine efforts to educate consumers or merely serve as marketing ploys.

1. The “Share the Load” campaign by Ariel

In 2015, Ariel launched its “Share the Load” campaign, which aimed to address gender inequality in household chores. The ad features a father apologizing to his daughter for not setting a better example by sharing the housework with his wife. The campaign received widespread acclaim for starting a conversation about gender roles and the unequal distribution of domestic responsibilities.

Critics argue that while the campaign undoubtedly received significant media attention, it did little to change the ground reality. Instead, they claim that Ariel’s campaign merely used the social issue as a backdrop to sell its product, without any tangible impact on gender equality.

2. Vicks’ “Touch of Care” campaign

Vicks, a well-known brand of cough and cold remedies, launched its “Touch of Care” campaign in 2017. The ad depicted the real-life story of a transgender woman who adopted an orphaned girl. The campaign aimed to challenge societal prejudices against the transgender community and raise awareness about the need for love and care in the lives of underprivileged children.

While the ad was applauded for its heartwarming narrative, some detractors argue that Vicks exploited the story for commercial gain. They claim that the brand’s primary motive was to evoke an emotional response from viewers, thereby creating a favorable association with its products, rather than genuinely promoting the cause of transgender rights.

3. Brooke Bond Red Label’s “Swad Apnepan Ka” campaign

Brooke Bond Red Label, a popular tea brand in India, has consistently used its ads to promote social issues such as religious harmony, disability awareness, and mental health. For instance, in one ad, Brand portrayed the importance of compassion during these difficult times of COVID-19.

Some critics argue that Brooke Bond Red Label’s ads are a calculated marketing strategy aimed at capitalizing on social issues to sell tea, rather than a genuine effort to foster social change. They contend that the brand’s campaigns serve to exploit consumers’ emotions and manipulate them into associating the product with progressive values, thereby boosting sales.

4. Tanishq’s “Ekatvam” campaign

In 2020, the Indian jewelry brand Tanishq released an advertisement that showcased an interfaith marriage and the celebration of a Hindu baby shower ceremony by a Muslim family. The ad aimed to promote religious harmony and the beauty of blending cultures. However, it faced severe backlash from a section of the public, who accused the brand of promoting “love jihad” and called for a boycott of Tanishq products.

Critics argue that Tanishq’s campaign was an opportunistic attempt to exploit a sensitive issue for commercial gain, without genuinely advocating for religious harmony. The fact that the brand ultimately withdrew the ad in the face of controversy further reinforces this argument.

5. Dove’s ‘Stop The Beauty Test’ campaign

Dove’s ‘Stop The Beauty Test’ campaign aimed to challenge the conventional standards of beauty imposed by society. However, critics argue that the campaign was merely a strategy to capitalize on the growing trend of body positivity and self-love, without genuinely promoting real change.

Some argue that Dove’s parent company, Unilever, still promotes other brands that perpetuate unrealistic beauty standards, casting doubt on their commitment to the cause. Others believe that the campaign perpetuates the notion that women need to be validated by external sources, such as a corporation, rather than promoting true self-love and acceptance. The campaign is a classic example of the fine line between promoting genuine social change and exploiting social issues for commercial gain.

Advertising is not just about selling products, it’s a reflection of society. Brands are trying to appeal to the younger generation that is fighting for a casteless, genderless, and inclusive world. They want to see brands taking a stand for what is right and promoting progressive values. But here’s the catch, when brands do try to make a positive change, they get attacked by trolls and bullies. It’s a no-win situation.

We need to understand that there can be no creativity without freedom of expression and speech. Brands need to stop cowering down to these bullies who want to boycott everything they don’t like. Yes, communication that is discriminatory, offensive or divisive should be taken down, and an apology should be issued if necessary. However, it’s important to recognize when the criticism is politically motivated or driven by an agenda.

Also Read: The Golden Era of Indian Advertising: 10 Jingles that Captured Our Hearts

It’s time for marketers and advertisers to support each other and find the courage to stand up against cancel culture. It may not be easy, but it’s necessary for the greater good of the industry and consumers alike. We need to let brands know that we support them in their efforts to make a positive change, and that we won’t let the bullies win.

The post Woke-washing: Are Indian Brands Truly Advocating for Change or Cashing In? appeared first on Marketing In Asia.

While scrolling through Twitter recently, news popped up that the Dean of Harvard Medical School (HMS), Professor George Daley, decided to withdraw HMS from the U.S. News and World Report Ranking (UNSWR). Earlier, Yale Law School also left UNSWR.

The bold decision sent shockwaves across the academic world as participation in university rankings have become ‘sacrosanct’ in recent times. Perhaps this is the watershed moment that would catalyse change the direction of higher education globally?

Prof. Daley arrived at the decision after careful “consideration and consultation with colleagues and stakeholder”. He said that the decision rested on the “principled belief that ranking cannot meaningfully reflect the high aspirations of educational excellence, graduate preparedness, and compassionate and equitable patient care that we strive to foster in our medical education programmes”.

He emphasised the unintended consequences that “ranking creates perverse incentives for institutions to report misleading or inaccurate data, set policies to boost rankings rather than nobler objectives, or divert financial aid from students with financial need to high-scoring students with means in order to maximise ranking criteria”.

His statement resonated with me. I concur in the belief that rankings have created an unhealthy trend and obsession, thus creating unnecessary pressure on university management to ‘play’ its unfortunate game.

LIFE BEFORE RANKINGS

Having been in academia for over 30 years, I have witnessed how the university ranking system has somehow disrupted the landscape and priority of higher education.

The purpose of university ranking was to provide a comparative evaluation of universities based on various metrics such as research output, academic reputation, student satisfaction, and the employability of graduates. However, the overemphasis on ranking has limited diversity and innovation as universities prioritise factors that are emphasised in the ranking instead of focusing on educational experience and contribution to the nation.

During my early years in academia, there were no institutional rankings such as Times Higher Education (THE) and Quacquarelli Symonds (QS), which were introduced only in 2004 and probably came to our shore a few years later.

Our focus was on student development and conducting research to solve industry and societal challenges. We were not beholden to those rankings and ratings. Instead, we presented and took pride in our research outcomes at reputable discipline-related academic conferences and journals.

Rubbing shoulders and learning from the gurus was joyful for a young academician like me. Today, many put Scopus-indexed conferences as their main priority irrespective of their quality.

For publications, our best guide was a list by Association of Business Schools (ABS). Getting accepted by those journals and seeing our papers cited by other prominent scholars was considered a great achievement. Often, it was the culmination of countless hours, days, and nights of reading, researching, drafting, writing and re-writing.

In addition, we endeavoured to write industry-friendly articles and participate in industry events. Their feedback not only gave us a sense of fulfilment but also ensured the relevance of our academic works. It also aided us in expanding our industry networking.

We would share our research and industry-engagement outcomes with our students, enriching the classroom discussion and completing this true and virtuous academic cycle.

WHERE THINGS GO WRONG

Producing quality research and publications takes time. Therefore, I am “amazed” that some academicians today can publish 20 to 30 academic papers a year. How is this possible? How rigorous are the reviews? What research are the papers based on? Will the pursuit of quantity jeopardise the quality and research benefits to industry and society?

Back then, paying for a paper to be published was unheard of. Publication editors would accept papers based on research originality and quality. Today, paying for journal publications is almost expected, and universities need to allocate funds for that purpose. Does this not create a conflict of interest?

Today, instead of attending academic discourses to address and debate real issues, many academicians prefer going to workshops on “new and sophisticated” data analysis methods that focus on maximising journal publication and impact ranking outcomes. Is this really beneficial?

Let me be clear: I am not against publications or enhancing research skills. But when was the last time we took a step back and deeply reflected on the trajectory? Let us not forget that this has consequences for our children, society, and country.

REALIGNING MALAYSIAN HIGHER EDUCATION

At an event in University Malaya and during the New Year’s Speech recently, the Higher Education Minister, YB Datuk Seri Khaled Nordin, called out the obsessive nature our universities have towards rankings.

He said that measuring the impact of research-based almost purely on journal publications is no longer relevant. Rather, he stressed innovation and solutions-based research and called on academicians to focus on areas that are critical and strategic for the nation.

I believe that to be an innovation-driven nation by 2030, it is important for Malaysia to focus on both fundamental research that addresses complex and futuristic issues, and action research that provides solutions to immediate problems. They are complementary, and this approach leads to scalability and sustainability.

In fact, outcomes from fundamental research may also produce spin-off companies, while action research may produce many start-up companies while creating job opportunities for people.

Massachusetts Institute of Technology (MIT), one of the world’s best, built its reputation for serious innovation by translating basic science into concepts and technologies to serve society, according to MIT President Rafael Reif. Similarly, Nitin Nohria, the former dean of Harvard Business School, once said, Nothing that we do is not relevant. The keywords are relevant and collaboration.

Malaysia’s twenty (20) public universities are classified into research, technical, focused, and comprehensive universities. They must revisit their original mandates of establishment and excel in these areas. For example, entrepreneurship at Universiti Malaysia Kelantan (UMK), agriculture at Universiti Putra Malaysia (UPM), management at Universiti Utara Malaysia (UUM), and education at Universiti Perguruan Sultan Idris (UPSI).

Instead of competing, they need to collaborate and complement each other. Let us also not forget the many private universities where there are abundant collaboration opportunities in areas of sustainability (Sunway University), hospitality (Taylor’s), and engineering (Heriot-Watt). We are, after all, stronger together.

THE FUTURE – COLLABORATION

While the ranking of our public and private universities have grown steadily over the past decade, their effectiveness in championing the mandates of their establishments are yet to be proven.

What is also important is inter-university partnership and university-industry collaboration in achieving a bigger goal for the nation, to become a fully developed nation backed by science and technology-based innovation by 2030.

To conclude, we want our lecturers and researchers to be imaginative and innovative while being referred to and respected by the industries. Research results must benefit the society while at the same time be far sighted – or as President Faust of Harvard University once shared that research must “…foster restless scepticism and unbounded intellectual curiosity yet innovative enough to imagine a world different from the one in which we live now”.

Hence, we must move away from an obsession with academic publications per se, but focus on a balance between quality research and practical applications. Similarly, rankings and ratings are important but they are by-products of the overall high quality education including research and publications.

When high-quality education is in place, good ranking and ratings will come naturally.

The post Rankings, Reform and Reflection appeared first on Marketing In Asia.

Before becoming an entrepreneur, Ghosh worked for several multinational corporations and businesses. He served as the Regional Head of OYO, his last job. However, he had a desire to broaden his horizons and try new things, which led him to leave the corporate sector and create his own digital marketing business with like-minded individuals.

Ghosh highlights the benefits of 5G in the digital world, which allows brands and people to have greater mobility, easier access to their audience, and the ability to convey the right message to build trust. He stresses that the market will see more opportunities and competition, and those who can keep up with the changing times and build trust in people’s minds will dominate.

Digital marketing offers an array of possibilities to widen your market reach and make a name for yourself in your industry. Additionally, you can use digital means to increase your customer base and enhance the growth of your business. When asked about the one power of the digital world that many people have yet to utilize, Ghosh emphasized the importance of brand building. He noted that YouTubers and online influencers have the potential to become billionaires since companies are investing heavily in online advertising and brand building.

Looking to the future of PR and digital marketing, Ghosh predicts that more currently offline companies will shift partially or entirely online as the internet eliminates location-based barriers. He believes that data and analytics will continue to play a significant role in digital marketing, allowing companies to make better-informed decisions. Ghosh also notes that in the next few years, the top 10 percent of brands will control 90 percent of the market due to their brand image, while the other 90 percent will struggle to capture even 10 percent of the market.

Also Read: How Does Digital Marketing Play a Key Role For Small Business 

In summary, Udit Ghosh is a successful digital marketing entrepreneur who believes in the power of advertising and brand building. He is excited about the potential of the digital world and looks forward to helping his clients succeed in this ever-changing landscape.

The post Tick Tigers CEO Udit Ghosh on the Benefits of 5G and the Future of Digital Marketing appeared first on Marketing In Asia.

The rise of startups in India

Have you ever heard of a country with a rapidly growing economy, a youthful population, and a thriving middle class? No, it’s not some far-off utopia, it’s India! And boy, are they making the most of it. The startup scene in India is on fire, with entrepreneurs popping up left, right, and center.

But why all the fuss? Well, let’s take a look at the numbers. As of June 30, 2022, India was home to a whopping 72,993 startups. That’s like the population of a small town, all packed into the world of business. And the Indian government is doing its part too, with the Startup India initiative and tax incentives that have led to the creation of many new businesses.

But, who are these startup wizards? Are they born with a laptop in hand and a business plan in their head? Or do they just have some secret entrepreneurial gene? Well, we did some investigating, and it turns out that most of them are just regular folks with a dream. And with the support of the government and the Indian people, those dreams are becoming a reality.

Also read: In A Booming Creator Economy Micro-Influencers On TikTok Are An Untapped Opportunity For APAC Brands

However, let’s not forget the challenges. Starting a business is no walk in the park, even in India. There’s a lot of competition, and you have to work hard to stand out. But here’s where the fun begins. The startup scene in India is a cut-throat competition, and the entrepreneurs are pulling out all the stops. They’re coming up with creative solutions, innovative products, and marketing strategies that would make even the most seasoned businessperson jealous.

The advantages of going public

If you’re already there and you feel like you’re ready to take the leap and go public. Congratulations! Going public is a huge milestone for any company and can bring with it a whole bunch of benefits. But before you take the plunge, let’s take a closer look at what going public can do for your startup.

1. More Money, More Problems (in a Good Way). Let’s be real, money is the lifeblood of any business. And going public can be a major cash infusion for your startup. In the third quarter of 2021, Indian startups raised a total of $10.9 billion across 347 deals in the third quarter of 2021 with an average funding size of $25.21 million. That’s like finding a pot of gold at the end of a rainbow! With all that extra cash, you can fund your growth and expansion, and finally, buy that fancy office chair you’ve been eyeing.
2. Reach for the Stars. Going public can give your startup the boost it needs to reach new heights. By going public, you’ll have access to a much larger pool of potential customers and investors. So, if you’ve always dreamed of becoming the next Elon Musk, this could be your chance!
3. It’s All About the Benjamins (and the Visibility). Going public can also enhance your startup’s visibility and credibility. By going public, you’re showing the world that you’re a serious player in your industry and that you’re here to stay. People will start taking you seriously, and you’ll finally be able to rub elbows with the big dogs.
4. The Time is Now. Now’s the time to take advantage of all the benefits that come with going public. The Indian government has launched the Startup India initiative, providing tax incentives for startups. So, why not take advantage of this amazing opportunity?

The future is bright for Indian startups

If, you’re thinking about starting a business in India, well, let me tell you, you’ve picked a pretty exciting time to do so. The future of Indian startups is looking brighter than the shining sun on a hot summer day, with many new age companies set to go public in the near future.

But wait—exactly why is the future of Indian startups so promising? Well, there are a few reasons. First of all, the Indian economy is continuing to grow at a rapid pace, which is driving the growth of the startup industry. Secondly, the government is fully committed to supporting entrepreneurship, with initiatives like Startup India providing tax incentives to help new businesses get off the ground. And finally, let’s not forget about the abundance of talented individuals in India who are ready to turn their business ideas into reality. With so many bright and innovative minds, the future of Indian startups is in safe hands.

Still not convinced? I know exactly what you want. NUMBERS!

To begin with, did you know that growth-stage funding increased by a whopping 273% in 2022 compared to just $2 billion in 2020? Further, according to Inc42’s report, Indian startups are expected to raise $35 billion in 2023 across 1527 deals. Additionally, experts believe that funding numbers for seed to Series A startups will grow from $2.3 billion invested in 2021 to $4–5 billion in 2023. Furthermore, there are two caveats for startups planning IPOs in 2023 and 15 startups that are predicted to go public in 2023.

And let’s not forget about the youth of India. With a youthful population driving the growth of the startup industry, we can expect to see a lot of fresh, innovative ideas hitting the market in the near future.

Also read: MIA Research Report – Five Marketing Moves That Startups Must Not Miss

And it’s not just the entrepreneurs who are having a blast. Consumers are reaping the benefits too. With so many startups popping up, there’s a never-ending stream of new and exciting products and services. It’s like a never-ending Christmas, with gifts of convenience, efficiency, and good old-fashioned fun.

So, what does all of this mean for you and your startup? Well, it means that the future is bright and the sky’s the limit. With the right idea and a bit of hard work, you too could be the next big success story in the Indian startup industry.

The post The Booming Indian Startup Industry: A Bright Future Ahead appeared first on Marketing In Asia.

The Emergence of a Concept

Anmol Jaggi, Co-founder of BluSmart, and his partner identified gaps in the existing ride-hailing business models, which resulted in high interest rates, issues with car maintenance and cleanliness, and rising fuel costs. These factors were seen as opportunities to build a profitable EV ride-hailing business in India.

Algorithmic Complexities for an EV Fleet

To better manage its 70 EV cars on the Uber platform, BluSmart created its own app. Their algorithm for an EV fleet was more intricate than a regular fleet, which had to be considered multiple factors such as distance of the ride, car battery range, nearest charging station and station availability.

Lower Costs, Higher Ratings

BluSmart leases its EVs at an institutional level, which helps keep interest rates low, and lower fuel costs result in a lower cash burn. The company charges at par with the competition while maintaining a 4.9-star rating, which is seen as its competitive advantage.

Customer Experience is Key

BluSmart’s charging downtime is used to clean and maintain its cars, and a stringent selection process is followed for its driver-partners. The company does not have surge pricing and focuses on delivering excellent customer experience, which allows it to charge a premium and reduce marketing budgets.

Future Plans

BluSmart is expected to close its next round of funding, which is estimated to be between $200-250 million, and double its existing fleet in Delhi to 6,000 cars, making it the largest fleet of EV vehicles in the world. The company’s revenue is projected to reach Rs 500 crore by April 2024, with its annual revenue doubling every quarter.

Also Read: Inside the future of rental electric vehicle in India

BluSmart’s success is attributed to its founder’s clarity of vision and grounding in the core tenets of business, as well as its focus on delivering an excellent customer experience. The company is poised for continued growth and expansion in the future.

The post BluSmart Mobility: Driving Change in the Indian Ride-Hailing Market appeared first on Marketing In Asia.

Adelene has extensive experience in the industry, having held several senior positions at Grab, including Country Head in Malaysia, Regional Head of Merchants, Regional Head of GrabExpress, and CEO of Jaya Grocer. With her experience, Grab expects her to help grow the Mobility, Deliveries, and on-demand groceries businesses, as well as accelerate the growth of GrabFin, the company’s financial services arm.

According to Russell Cohen, Group Managing Director of Operations at Grab, Adelene’s proven ability to scale and grow Grab across Southeast Asia makes her the ideal candidate for this next phase of growth. Adelene expressed her excitement and honor to be leading Malaysia again and stated that Grab is committed to the long-term development of the country. The company is focused on providing more affordable access to its platform, creating more earning opportunities for partners, digitizing and growing micro-entrepreneurs, and training more talent to support Malaysia’s growth in the digital economy.

Also Read: Tin Pei Ling, MP & CEO At Business China, Joins Grab Singapore

In conclusion, the appointment of Adelene Foo as Managing Director of Grab Malaysia marks a new chapter in the company’s efforts to provide innovative and convenient services to consumers in Southeast Asia. With her extensive experience and proven track record, Adelene is well-positioned to drive Grab’s growth and success in Malaysia.

The post Grab Malaysia Names Adelene Foo as MD: A Commitment to Long-Term Development in the Country appeared first on Marketing In Asia.

The government allocated INR 2,137 Cr for financial institutions and fintechs in its previous budget, but the new budget has slashed this to INR 1,500 Cr, an approx. 30% decrease.

In the 2021-22 budget, the government allocated a meager INR 200 Cr as subsidy to UPI players. This is a far cry from the expected remuneration that they would have been hoping for. Despite opposition from industry stakeholders like the RBI, the Union Budget for 2022-23 exceptionally increased the outlay of the incentive scheme by at least 10 times. This move by the government may have a significant impact on UPI’s growth in the future.

Also read: Budget 2023: Understanding The Fine Print For A Better Financial Future

 The Payment Council of India asked for a total of INR 8,000 crore to support MDR activities; with INR 6,000 crore being dedicated to UPI operations and the rest going towards RuPay debit cards.

The post Union Budget 2023-24 Slashes Financial Support for UPI Providers and Fintech Startups appeared first on Marketing In Asia.

But wait, there’s more! Not only can ChatGPT answer questions about operations management like a boss, but it’s also got a way with words, according to the professor. “I was just blown away by its linguistic skills – the choice of words, the concise writing, the structure – it was absolutely brilliant,” he said. But let’s not forget that ChatGPT still has some weaknesses, like its limited numeracy skills.

So what’s next for MBA’s and ChatGPT? Microsoft is considering a whopping $10 billion investment in OpenAI, the company behind ChatGPT, and many are predicting that the technology will shake up a range of activities beyond education. The dean of Imperial College Business School in London says they’re having serious discussions and a working group is analysing ChatGPT’s implications and will be formulating policies soon.

Also Read AI chatbot’s MBA exam pass poses test for business schools

But hey, there’s a silver lining for current MBA students. They can use ChatGPT to help them become better consultants. How? By honing their judgement against the chatbot’s strong performance in playing the role of the smart consultant (who always has an answer but is sometimes wrong).

Kara McWilliams, head of the ETS Product Innovation Labs, says, “We really need to embrace advanced technologies in education. AI isn’t going to replace people, but people who use AI are going to replace people.” So, there you have it folks. Get ready for a world where ChatGPT is helping b-school professors with lesson planning and syllabus creation, leaving them with more time for student support and learning. The future is now!

The post ChatGPT: The Future of Education or the End of MBA’s? appeared first on Marketing In Asia.

SEO is the process of optimising a website to increase its visibility and ranking on search engine results pages (SERPs). This is done by making the website more attractive to search engines, such as Google, Bing and Yahoo, by improving the website’s content, structure, and technical aspects. The higher a website ranks on SERPs, the more likely it is to be visited by users. The importance of SEO in increasing website traffic lies in the fact that the majority of internet users use search engines to find what they are looking for.

In fact, more than 90% of online experiences start with a search engine. By optimising a website for search engines, it is more likely to appear at the top of search results for relevant keywords. This can lead to an increase in website traffic and ultimately, more conversions and sales.

It is also important to mention that SEO is not a one-time process, it requires continuous monitoring and updating to keep up with search engine algorithms and user behaviour changes.

Overview of how SEO can increase website traffic

SEO can increase website traffic by:

1. Improving search engine visibility: By optimising a website’s content, structure, and technical aspects, it can improve its visibility on SERPs and increase its chances of appearing at the top of search results for relevant keywords.
   
2. Targeting the right audience: By researching and using relevant keywords, a website can attract the right audience and increase the chances of converting visitors into customers.
   
3. Building brand awareness: Having a website that appears at the top of search results for relevant keywords can help to build brand awareness and credibility.
   
4. Generating backlinks: Backlinks, or links from other websites that point to a website, can help to increase visibility and authority. The more high-quality backlinks a website has, the higher it will rank on SERPs.
   
5. Creating a positive user experience: Search engines prioritise websites that provide a positive user experience. By optimising website structure, site speed, mobile optimisation and other technical SEO aspects, it can help to create a positive user experience, which can lead to an increase in website traffic.

It’s important to note that SEO is not a one-time process, it requires continuous monitoring and updating to keep up with search engine algorithms and user behaviour changes. By following best practices and implementing SEO strategies, a website can increase its visibility, attract the right audience and ultimately drive more traffic to the site.

On-page Optimisation:

On-page optimisation refers to the process of optimising the content and structure of a website to improve its visibility and ranking on SERPs.

1. Using relevant keywords: Using relevant keywords in the website’s content can help search engines understand what the website is about and increase its visibility for those keywords. This can be done by researching and identifying the keywords that are relevant to the website’s content and products/services and incorporating them into the website’s content and meta tags.
   
2. Creating high-quality content: High-quality content can help to attract and retain visitors, which can lead to an increase in website traffic. It also shows search engines that the website is a credible and trustworthy source of information.
   
3. Optimising meta tags: Meta tags provide information about a website’s content to search engines. By optimising meta tags such as the title tag, meta description, and header tags, a website can improve its visibility and ranking on SERPs.
   
4. Optimising images: Optimising images can help to improve website speed, which is an important ranking factor for search engines. By compressing images and using relevant keywords in the file names and alt tags, it can also help to increase visibility on image search results.

Overall, on-page optimisation can help to improve a website’s visibility and ranking on SERPs and provide a positive user experience. This can lead to an increase in website traffic and ultimately more conversions and sales.

Tips and Best Practices for Effective On-Page Optimisation:

1. Conducting keyword research: Researching relevant keywords and using them in the website’s content, meta tags, and file names can help to increase visibility and ranking on SERPs.
   
2. Creating high-quality, unique, and engaging content: High-quality, unique, and engaging content can help to attract and retain visitors, which can lead to an increase in website traffic.
   
3. Optimising meta tags: Optimising meta tags such as the title tag, meta description, and header tags can help to improve a website’s visibility and ranking on SERPs.
   
4. Using header tags correctly: Header tags (H1, H2, H3, etc.) help to organise content and make it more readable for both users and search engines. Use H1 tags for the main title and H2 tags for subtitles.
   
5. Optimising images: Optimising images by compressing them and using relevant keywords in the file names and alt tags can help to improve website speed and increase visibility on image search results.
   
6. Utilising internal linking: Internal linking can help to improve website navigation and create a positive user experience, which can lead to an increase in website traffic.
   
7. Optimising website structure: Optimising website structure by creating a clear and logical hierarchy of content can help to improve website navigation and create a positive user experience, which can lead to an increase in website traffic.
   
8. Creating a responsive design: Having a responsive design that adapts to different screen sizes can help to improve the user experience and increase website traffic from mobile devices.
   
9. Creating a sitemap: Having a sitemap can help search engines to crawl and index the website’s content, which can improve visibility and ranking on SERPs.
   
10. Regularly updating the content: Regularly updating the content can help to keep the website fresh and attract visitors, which can lead to an increase in website traffic.

Off-Page Optimisation:

Off-page optimisation refers to the process of improving a website’s visibility and ranking on SERPs by building links and creating a presence on social media.

1. Building backlinks: Backlinks, or links from other websites that point to a website, can help to increase visibility and authority. The more high-quality backlinks a website has, the higher it will rank on SERPs. Backlinks can be obtained through link building campaigns, guest blogging, and directory submissions.
   
2. Creating social media profiles: Having a presence on social media can help to increase brand awareness, attract visitors, and generate backlinks. By creating social media profiles and actively sharing and engaging with content, it can help to increase visibility and generate backlinks.

Tips and best practices for effective off-page optimisation include:

1. Building high-quality backlinks: Building high-quality backlinks from reputable and relevant websites can help to increase visibility and authority.
   
2. Creating valuable content: Creating valuable content that others will want to link to can help to generate backlinks.
   
3. Guest blogging: Guest blogging on relevant and reputable websites can help to increase visibility, generate backlinks and attract visitors.
   
4. Participating in online communities: Participating in online communities and forums related to the website’s niche can help to increase brand awareness and attract visitors.
   
5. Creating social media profiles: Creating social media profiles on relevant platforms such as Facebook, Twitter, and LinkedIn can help to increase brand awareness, attract visitors, and generate backlinks.
   
6. Actively sharing and engaging with content: Actively sharing and engaging with content on social media can help to increase visibility and generate backlinks.
   
7. Creating shareable content: Creating shareable content such as infographics and videos can help to attract visitors and generate backlinks.
   
8. Creating a strong brand: Creating a strong brand can help to increase visibility and generate backlinks.
   
9. Networking with other websites: Networking with other websites and collaborating on content can help to increase visibility and generate backlinks.
   
10. Monitoring and analysing: Regularly monitoring and analysing backlink profile, social media presence and other off-page optimisation efforts can help to identify opportunities for improvement and track progress.

Technical SEO:

Technical SEO refers to the process of optimising a website’s technical aspects to improve its visibility and ranking on SERPs.

1. Website structure: A well-structured website can help to improve website navigation, create a positive user experience, and increase visibility on SERPs.
   
2. Site speed: Site speed is a ranking factor for search engines. A fast-loading website can help to improve the user experience and increase visibility on SERPs.
   
3. Mobile optimisation: With the increasing use of mobile devices to access the internet, mobile optimisation has become an essential aspect of SEO. A mobile-optimised website can help to improve the user experience, increase visibility on SERPs, and attract mobile visitors.

Tips and best practices for technical SEO include:

1. Optimising website structure: Optimising website structure by creating a clear and logical hierarchy of content can help to improve website navigation and create a positive user experience.
   
2. Improving site speed: Improving site speed by compressing images, minifying code, and using a content delivery network (CDN) can help to increase visibility and improve the user experience.
   
3. Creating a responsive design: Having a responsive design that adapts to different screen sizes can help to improve the user experience and increase website traffic from mobile devices.
   
4. Creating a sitemap: Having a sitemap can help search engines to crawl and index the website’s content, which can improve visibility and ranking on SERPs.
   
5. Using structured data: Using structured data, such as schema markup, can help to provide additional information to search engines, which can improve visibility and ranking on SERPs.
   
6. Monitoring and analysing: Regularly monitoring and analysing website’s performance and technical aspects can help to identify opportunities for improvement and track progress.
   
7. Securing the website: A website should be secured with an SSL certificate to establish secure connections and prevent hacking attempts.
   
8. Creating a mobile-friendly website: Having a mobile-friendly website can help to improve the user experience and increase visibility on SERPs.
   
9. Creating a proper redirects: Proper redirects can help to maintain link equity and avoid 404 errors when changing website’s structure or content.
   
10. Creating a proper 404 error pages: Having a proper 404 error page can help to handle broken links and improve the user experience.

Also Read 10 Benefits of SEO for Your Business

Measuring and analysing SEO results:

Measuring and analysing SEO results is important to understand how well the SEO efforts are performing and where to focus on for future improvements.

1. Importance of measuring and analysing SEO results: Measuring and analysing SEO results can help to understand the effectiveness of SEO efforts, identify areas for improvement, and track progress over time. By monitoring and analysing website traffic, keyword rankings, backlink profile, and other relevant metrics, it can help to make data-driven decisions and optimise SEO efforts for better results.
   
2. Using Google Analytics and Search Console: Google Analytics and Search Console are both free tools provided by Google that can be used to track and analyse website traffic.
    

Google Analytics is a web analytics service that tracks and reports website traffic. It can be used to monitor website traffic, track user behaviour, and identify areas for improvement.

Google Search Console is a webmaster tool that provides insights into a website’s performance on Google search. It can be used to track keyword rankings, monitor backlink profile, and identify technical issues that can impact visibility on SERPs.
 

Here are some ways to use Google Analytics and Search Console to track and analyse website traffic:

1. Setting up goals: Setting up goals in Google Analytics can help to track conversions and understand how well the website is performing in terms of achieving its objectives.
   
2. Tracking website traffic: Google Analytics can be used to track website traffic, including the number of visitors, pages per session, and bounce rate.
   
3. Identifying referral sources: Google Analytics can be used to identify referral sources, such as search engines, social media, or other websites, that are driving traffic to the website.
   
4. Analysing user behaviour: Google Analytics can be used to analyse user behaviour, including the pages visited, time on site, and actions taken on the website.
   
5. Tracking keyword rankings: Google Search Console can be used to track keyword rankings and monitor how well the website is performing for specific keywords.
   
6. Monitoring backlink profile: Google Search Console can be used to monitor the website’s backlink profile, including the number of backlinks, linking domains, and the quality of the linking websites.
   
7. Identifying technical issues: Google Search Console can be used to identify technical issues that can impact visibility on SERPs, such as broken links, crawl errors, and mobile usability issues.

By using these tools and analysing the data they provide, it can help to make informed decisions and optimise SEO efforts for better results.

Conclusion:

In summary, the blog post discussed how SEO can increase website traffic by improving search engine visibility, targeting the right audience, building brand awareness, generating backlinks and creating a positive user experience. It also provided an overview of different aspects of SEO, including on-page optimisation, off-page optimisation, technical SEO and measuring and analysing SEO results. It also provided tips and best practices for effective SEO.

To further learn about SEO and increasing website traffic, here are some Additional resources:

• Moz’s Beginner’s Guide to SEO: https://moz.com/beginners-guide-to-seo
• Google Analytics Academy: https://analytics.google.com/analytics/academy/
• Google Search Console Help Centre: https://support.google.com/webmasters/answer/4559176?hl=en

It’s also worth noting that SEO is a constantly changing field, and it’s important to stay updated with the latest trends and best practices. And also it’s important to remember that SEO is a long-term strategy, it may take some time to see the results.

The post The Key to More Website Traffic: Mastering SEO appeared first on Marketing In Asia.

A promotional campaign is designed to help you better focus your efforts and reach a wider audience. If you plan your marketing campaign in advance, you can be more proactive and make better use of your resources. You can also narrow down what sort of audience you want to target and identify the most effective channels for promoting your products/services.

This will help you get the best result from your marketing expenditure. You’ll be able to effectively and efficiently allocate your resources, set a plan for promotional campaigns and define targets to meet. Setting budget and timeline constraints ensures that you are using your time and money effectively. By doing this, you can also avoid unnecessary expenses.

Planning out your promotional strategy can help you measure and discern the success of your campaign. Set goals & metrics and see if your campaign is meeting objectives. Modify without hesitation if that’s not happening. You should always carefully plan your marketing campaigns to ensure that you’re focused, targeted, and achieving the goals you set for your business. Good planning will help drive growth and success for your company.

Here are some best practices for planning a promotional campaign:

Define Your Campaign Goals

The first step in planning a promotional campaign is to define your goals. What do you want to achieve with your campaign? Do you want to increase brand awareness, drive traffic to your website, or generate sales?

Defining your campaign goals is an important step in planning a promotional campaign because it helps you create a campaign that is focused and effective. Without clear goals, you may end up creating a campaign that is not aligned with your marketing objectives and does not deliver the desired results.

Having clear goals will help you define the scope of your campaign and determine the best channels, content, and budget for your campaign. It will also help you measure the success of your campaign and determine whether you have achieved your objectives.

For example, if your goal is to increase brand awareness, you may want to focus on creating content that is engaging and informative and promoting it through social media and content marketing channels. If your goal is to drive traffic to your website, you may want to focus on creating content that is SEO optimised and promoting it through paid advertising and email marketing.

Overall, defining your campaign goals is an important step in planning a promotional campaign because it helps you create a campaign that is focused, measurable, and aligned with your marketing objectives.

Identify Your Target Audience

The next step is to identify your target audience. Who are you trying to reach with your campaign? What are their interests, needs, and behaviours?

Identifying your target audience is an important step in planning a promotional campaign because it helps you create a campaign that is relevant and resonates with your audience. Without a clear understanding of your target audience, you may create a campaign that does not appeal to the people you are trying to reach, which can lead to poor results.

By identifying your target audience, you can learn more about their interests, needs, behaviours, and preferences, which will help you create a campaign that is tailored to them. This includes choosing the right channels to reach them, creating content that is relevant and valuable to them, and offering promotions or incentives that are appealing to them.

For example, if your target audience is young professionals, you may want to focus on channels like LinkedIn and Twitter and create content that is informative and helpful to this audience. If your target audience is parents with young children, you may want to focus on channels like Facebook and Instagram and create content that is entertaining and educational for this audience.

Overall, identifying your target audience is an important step in planning a promotional campaign because it helps you create a campaign that is relevant and resonates with your audience, which can lead to better results.

Choose The Right Channels

Choosing the right marketing channels is an important step in planning a promotional campaign because it will help you reach your target audience and achieve your campaign goals.

Also Read What are the Benefits of an Effective Email Campaign?

To choose the right channels for your campaign, consider the following factors:

• Your Target Audience: Think about where your target audience is most likely to spend their time online. Are they active on social media platforms like Facebook or Instagram? Do they subscribe to email newsletters or blogs? Knowing where your audience is will help you choose the right channels to reach them.
• Your Campaign Goals: Consider what you want to achieve with your campaign. If your goal is to increase brand awareness, you may want to focus on channels like social media and content marketing that allow you to reach a large audience. If your goal is to drive traffic to your website, you may want to focus on paid advertising or email marketing.
• Your Budget: Determine how much you are willing to spend on your campaign, as this will impact the channels you can use. Some channels, like social media and content marketing, are generally more cost-effective, while others, like paid advertising, can be more expensive.
• Your Resources: Consider the resources you have available to execute your campaign. Do you have the time and expertise to manage a social media campaign, or do you need to outsource this work? Overall, choosing the right marketing channels is an important step in planning a promotional campaign because it will help you reach your target audience and achieve your campaign goals. By considering your target audience, campaign goals, budget, and resources, you can choose the channels that are most likely to be effective for your campaign.

Create A Content Plan For Your Promotional Campaign

Once you have identified your target audience and chosen your channels, you will need to create a content plan for your campaign. This should include the types of content you will create, the frequency of your content, and any special promotions or offers you will include.

To create a content plan, consider the following steps:

• Determine The Types of Content You Will Create: There are many different types of content you can create for your campaign, including blog posts, social media posts, email newsletters, videos, and infographics. Consider what types of content will be most effective at achieving your campaign goals and resonating with your target audience.
• Determine The Frequency of Your Content: Consider how often you will post content during your campaign. Will you post daily, weekly, or monthly? How often you post will depend on your resources and the goals of your campaign.
• Plan Any Special Promotions or Offers: If you are offering any promotions or special offers as part of your campaign, be sure to include them in your content plan. Consider how you will promote these offers and what incentives you will offer to your audience.
• Determine The Format of Your Content: Will your content be text-based, visual, or a combination of both? Consider the format that will be most effective at achieving your campaign goals and resonating with your target audience.
• Create a Schedule: Once you have determined the types of content you will create, the frequency of your content, and any special promotions or offers, create

Set A Budget For Your Promotional Campaign

Setting a budget is an important step in the planning process for a promotional campaign because it will impact the scope of your campaign and the channels you can use. Your budget will determine how much you can spend on creating and promoting your content, as well as any special promotions or incentives you offer.

Having a budget will also help you prioritise your marketing efforts and ensure that you are allocating your resources in the most effective way. For example, if you have a limited budget, you may need to focus on lower-cost channels like social media and content marketing, rather than more expensive channels like paid advertising.

By setting a budget and allocating your resources accordingly, you can create a promotional campaign that is cost-effective and helps you achieve your marketing goals.

Additionally, setting a budget can help you measure the return on investment (ROI) of your campaign. By tracking your campaign expenses and the results you achieve, you can determine whether your campaign was successful and whether it was worth the investment.

Overall, setting a budget is an important step in the planning process for a promotional campaign because it helps you allocate your resources effectively and measure the ROI of your campaign.

Measure Your Results

Tracking and measuring the results of your promotional campaign is an important step in the planning process because it helps you identify what is working well and what could be improved. By measuring your results, you can determine whether your campaign is achieving your marketing goals and make any necessary adjustments to improve your results.

There are several ways to track and measure the results of your campaign, including:

• Use tools like Google Analytics to track website traffic, conversion rates, and other metrics.
• Track social media metrics, such as likes, comments, and shares, to see how well your content is performing on these platforms.
• Monitor your email marketing metrics, such as open rates and click-through rates, to see how well your emails are performing.
• Track the results of any paid advertising campaigns, such as the number of clicks and conversions generated.
• Ask for feedback from your audience to see what they liked and didn’t like about your campaign.

Overall, tracking and measuring the results of your campaign is important in the planning stage because it helps you identify what is working well and what could be improved. By consistently measuring your results, you can optimise your campaign and achieve better results.

Analyse And Optimise

Once your campaign is complete, analyse the results to see what worked well and what could be improved. Use this information to optimise your future campaigns and get better results.

Analysing and optimising is an important step for a promotional campaign because it helps you identify what is working well and what could be improved. By analysing the results of your campaign, you can determine what strategies and tactics were most effective and which ones were less successful. This can help you optimise your future campaigns and achieve better results.

Conclusion

In conclusion, planning a promotional campaign requires careful consideration of your goals, target audience, marketing channels, content, budget, and measurement. By following best practices, you can create a campaign that is focused, relevant, and effective at achieving your marketing objectives.

Defining your campaign goals is an important step because it helps you create a campaign that is focused and aligned with your marketing objectives. Identifying your target audience is important because it helps you create a campaign that is relevant and resonates with your audience. Choosing the right marketing channels is important because it will help you reach your target audience and achieve your campaign goals.

Creating a content plan is important because it helps you determine the types of content you will create, the frequency of your content, and any special promotions or offers you will include. Setting a budget is important because it will impact the scope of your campaign and the channels you can use. Tracking and measuring your results is important because it helps you identify what is working well and what could be improved. Analysing and optimising your campaign is important because it helps you identify what is working well and what could be improved, which can help you achieve better results in future campaigns.

The post 7 Best Ways To Plan A Promotional Campaign appeared first on Marketing In Asia.

One way to do this is by using powerful, action-oriented language. Words like “discover,” “unlock,” and “achieve” can help to convey a sense of excitement and possibility, and encourage your audience to take action.

Another effective tactic is to use words that tap into your audience’s emotions. Words like “love,” “happiness,” and “security” can help to create a positive emotional connection with your audience, while words like “fear,” “anxiety,” and “risk” can tap into negative emotions and create a sense of urgency.

The Power Of Emotion

Words can have a powerful effect on the emotions of a listener or reader because they can trigger memories, associations, and feelings that are deeply rooted in our unconscious minds. When we hear or read certain words, we may automatically experience an emotional response, even if we’re not consciously aware of it.

For example, certain words and phrases may be associated with positive emotions, such as happiness, love, and excitement. These words might include words like “joy,” “fun,” and “adventure.” On the other hand, other words and phrases may be associated with negative emotions, such as fear, anger, and sadness. These words might include words like “danger,” “threat,” and “loss.”

As a copywriter, you can use this knowledge to your advantage by selecting words that are likely to trigger positive or negative emotions in your audience. If you’re trying to persuade your audience to take action, you might use words that tap into positive emotions, like “happiness” or “fulfilment,” to help create a positive emotional connection with your audience. On the other hand, if you’re trying to create a sense of urgency or drive home a sense of the importance of your message, you might use words that tap into negative emotions, like “fear” or “risk,” to create a sense of anxiety or concern.

It’s important to note, however, that it’s not just the individual words you use that can tap into emotions, but also the way you use them. For example, the tone and voice of your copy can also have a powerful effect on the emotions of your audience. A confident, assertive voice may be more likely to persuade your audience and create a sense of trust, while a more humble, compassionate voice may be more likely to build a sense of connection and empathy.

The Power of Voice and Tone

Another key aspect of effective copywriting is using the right tone and voice. The tone of your copy should be appropriate for your audience and the purpose of your message. For example, a casual and friendly tone might be appropriate for a social media post, while a more formal and professional tone might be more suitable for a business proposal.

Also Read Why Using Words Effectively is Important in our Daily Life?

The voice of your copy is also important. A confident, assertive voice can help to convey authority and credibility, while a more humble and compassionate voice can help to build trust and connection with your audience.

The tone and voice of your copy are important because they can have a significant impact on how your message is received by your audience. The tone of your copy refers to the overall feeling or emotion that your words convey, while the voice of your copy refers to the personality or perspective that your words convey.

Choosing the right tone and voice for your copy is important because it can help to establish a connection with your audience and make your message more effective. The tone and voice you choose should be appropriate for your audience and the purpose of your message.

For example, if you’re writing copy for a social media post, a casual and friendly tone might be more appropriate, while a more formal and professional tone might be more suitable for a business proposal. Similarly, a confident and assertive voice might be more effective for persuading your audience to take action, while a more humble and compassionate voice might be more effective at building trust and connection.

In addition to choosing the right tone and voice for your audience and purpose, it’s also important to be consistent in the tone and voice you use throughout your copy. This can help to create a cohesive and cohesive message and make it more easy for your audience to understand and remember.

Having A Clear and Logical Structure

A clear and logical structure is important in copywriting because it helps to guide your audience through your message and make it easier for them to understand and remember. A well-structured piece of copy is like a roadmap that helps your audience navigate through your message and understand the points you’re trying to make.

The AIDA Technique

There are several techniques you can use to create a clear and logical structure in your copy. One common technique is the AIDA (Attention, Interest, Desire, Action) formula, which is a structure commonly used in copywriting. This formula helps to guide the reader through the process of getting their attention, building interest in your message, creating a desire for your product or service, and ultimately taking action.

Another effective technique is to use headings and subheadings to break up your copy into smaller, more manageable chunks. This can help to make your copy more visually appealing and easier to read, especially if you’re writing a longer piece of copy. Headings and subheadings can also help to emphasise key points and make it easier for your audience to scan and understand your message.

Another way to create a clear and logical structure in your copy is to use lists, bullet points, or numbered lists to highlight key points or steps. This can help to make your copy more visually appealing and easier to understand, especially if you’re presenting a lot of information or a process that needs to be followed.

In addition to using these techniques, it’s also important to ensure that your copy flows smoothly and logically from one point to the next. This can be achieved by using transitional words and phrases, such as “however,” “furthermore,” and “in conclusion,” to help guide your audience through your message.

Conclusion

In conclusion, the power of words is an essential aspect of effective copywriting. By using language effectively, you can persuade and convince your audience to take action. This involves selecting powerful, action-oriented words that tap into your audience’s emotions and using them in the right way to create an emotional connection. It also involves choosing the right tone and voice for your audience and purpose, and being specific and concrete in your language. By following these tips, you can craft compelling copy that resonates with your audience and persuades them to take action.

The power of words in copywriting cannot be overstated. Words are the building blocks of any written message, and choosing the right words can have a huge impact on how your message is perceived by your audience.

Also Read The Ultimate Guide to Mastering the Art of Storytelling

As a copywriter, it’s important to understand the power of language and how to use it effectively to persuade and convince your audience. This involves selecting words that are powerful, action-oriented, and emotionally charged. Also using them in the right way to create an emotional connection with your audience. It also involves choosing the right tone and voice for your audience. Being specific and concrete in your language to make your message clear and compelling.

In addition to these elements, it’s also important to consider the structure of your copy. A clear and logical structure can help to guide your audience through your message and make it easier for them to understand and remember. This can be achieved through techniques like the AIDA formula, headings and subheadings, lists, and transitional words and phrases.

Overall, the power of words is a crucial aspect of effective copywriting. By choosing the right words and using them effectively, you can create compelling copy that persuades and convinces your audience to take action.

The post The Power of Words: How to Use Languages Effectively appeared first on Marketing In Asia.

Marketing has changed a lot since the internet came into existence. There has been a shift from traditional marketing to social media marketing.

Traditional marketing is more expensive than social media marketing, because it requires many people to work on it and there are many more channels to use. Social media marketing is cheaper and easier, because it only requires one person to do all of the work.

Social media marketing is also better at targeting specific demographics or geographical areas than traditional marketing, which makes it more effective for certain brands.

There are several advantages of social media marketing over traditional marketing and they are as follows:

Cost-Effective:

Social media marketing is generally more cost-effective than traditional marketing methods because it allows you to reach a large audience at a low cost. For example, social media advertising can be much cheaper than traditional advertising methods like television or print ads.

One reason social media advertising is generally more cost-effective is because it allows you to target your ads to a specific group of people based on their interests, location, and other demographics. This means you can effectively target your marketing efforts and get better results for your money.

Additionally, social media platforms like Facebook and Instagram offer detailed analytics and tracking tools that allow you to see how well your campaigns are performing and make necessary adjustments to improve their effectiveness. This helps you get the most out of your marketing budget.

On the other hand, traditional marketing methods like television and print ads can be more expensive and less targeted. For example, a television ad may be seen by a large audience, but it may not reach the specific group of people that you are trying to target. Print ads can also be expensive, especially if you are trying to reach a large audience through a newspaper or magazine with a wide circulation.

Overall, social media marketing can be a more cost-effective option for businesses because it allows you to reach a targeted audience at a lower cost and with greater measurement and flexibility.

Targeted Advertising:

Targeted advertising is more helpful for social media marketing because it allows you to reach a specific group of people based on their interests, location, and other demographics. This means you can effectively target your marketing efforts and get better results.

For example, if you are a clothing store and you want to advertise to people who are interested in fashion and live in a certain city, you can use the targeting options on a social media platform like Facebook to reach this specific group of people. You can also use other targeting options like age, gender, and language to further refine your audience.

On the other hand, traditional marketing methods like television and print ads are generally less targeted and may reach a larger, more general audience. For example, a television ad may be seen by a large audience, but it may not reach the specific group of people that you are trying to target. Similarly, a print ad in a newspaper or magazine may reach a large audience, but it may not be as targeted as social media advertising.

Overall, targeted advertising is more helpful for social media marketing because it allows you to reach a specific group of people who are most likely to be interested in your products or services, which can lead to better results for your marketing efforts.

Measurable Results:

Tracking and measuring the results of your social media marketing efforts can be advantageous because it allows you to see how well your campaigns are performing and make necessary adjustments to improve their effectiveness.

One benefit of tracking and measuring your results is that it allows you to see which strategies are working and which are not. For example, you might find that a particular type of content or advertising approach is more effective at driving engagement or conversions. By tracking your results, you can identify these successful strategies and focus your efforts on them.

Tracking and measuring your results can also help you identify areas for improvement. For example, if you are not getting the desired results from a particular campaign, you can use the data and insights gathered through tracking to identify what may be causing the issue and make necessary adjustments.

Additionally, tracking and measuring your results can help you demonstrate the value of your social media marketing efforts to your superiors or stakeholders. By showing the results of your campaigns in terms of engagement, leads, or sales, you can demonstrate the impact of your efforts and the value of your social media marketing budget.

Overall, tracking and measuring the results of your social media marketing efforts can help you identify what is working and what is not, identify areas for improvement, and demonstrate the value of your efforts to others.

Increased Brand Awareness:

Social media can help increase a brand’s awareness by allowing businesses to engage with their audience and provide valuable content. According to a survey by Sprout Social, 70% of consumers said they were more likely to trust a brand if they saw it being used by friends or family on social media.

• A survey by HubSpot found that 60% of Instagram users said they have learned about a product or service on the platform, while 53% of Twitter users said they have discovered a new product or service through the platform.
• A study by Hootsuite found that social media can drive traffic to a website, with an average of 14.6% of traffic coming from social media.

One way that businesses can use social media to increase brand awareness is by consistently posting high-quality content that is relevant and valuable to their audience. This can help establish the business as a thought leader in its industry and build trust with its audience.

Social media also offers a unique opportunity for businesses to engage with their audience in real-time. By responding to customer inquiries and complaints, as well as gathering feedback and insights, businesses can build stronger relationships with their audience and improve their brand reputation.

In comparison to traditional marketing methods, social media can be more effective at increasing brand awareness because it allows businesses to reach a larger and more targeted audience at a lower cost. Traditional marketing methods like television and print ads may reach a larger audience, but they may not be as targeted or as interactive as social media marketing. Additionally, social media platforms offer detailed analytics and tracking tools that allow businesses to see how well their campaigns are performing and make necessary adjustments to improve their effectiveness.

Greater Customer Engagement:

Social media marketing generally has a better customer engagement compared to traditional marketing methods. This is because social media platforms offer a unique opportunity for businesses to engage with their customers in real-time.

On social media, businesses can respond to customer inquiries and complaints, as well as gather feedback and insights that can help them improve their products or services. This allows businesses to build stronger relationships with their customers and improve their brand reputation.

Additionally, social media platforms offer a range of interactive features that allow businesses to engage with their audience in creative ways. For example, businesses can use features like polls, quizzes, and live video to engage with their audience and gather feedback.

On the other hand, traditional marketing methods like television and print ads are generally less interactive and do not offer the same level of customer engagement. While these methods may reach a larger audience, they do not offer the same level of interaction or the opportunity for businesses to build relationships with their customers.

Overall, social media marketing has a better customer engagement compared to traditional marketing methods because it allows businesses to engage with their audience in real-time and build stronger relationships with their customers.

Improved Search Engine Ranking:

Improved search ranking is one of the advantages of social media marketing because having a strong social media presence can help drive traffic to your website and improve your search engine ranking.

One reason for this is that social media platforms like Facebook and Twitter are high-authority websites with a large user base. When you post content on these platforms, it can be indexed by search engines and potentially rank in search results. This can help drive traffic to your website and improve your search ranking.

Additionally, social media can help improve your search ranking by building backlinks to your website. When you share content from your website on social media platforms, it can be linked back to your website, which can help improve your search ranking.

A study by Search Engine Journal found that websites with strong social media profiles have a 434% higher search ranking compared to those without a strong presence.

Overall, having a strong social media presence can help improve your search ranking by driving traffic to your website and building backlinks, which can help your website rank higher in search results.

Conclusion:

Social media marketing is a cost-effective and targeted method of marketing that allows businesses to reach a specific group of people based on their interests, location, and other demographics. It is easy to track and measure the results of social media marketing efforts, which can help businesses identify successful strategies and areas for improvement. Additionally, social media marketing can help increase brand awareness, build customer engagement, and improve search engine ranking.

Also Read How Social Media Marketing Can Help Businesses

Traditional marketing methods like television and print ads may reach a larger audience, but they are generally less targeted and do not offer the same level of interaction or the opportunity for businesses to build relationships with their customers.

Overall, social media marketing can be a powerful tool for businesses of all sizes, and it can help them reach and engage with their target audience in a cost-effective and measurable way.

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