Most Common Remote Jobs

Most of the jobs can be done remotely. Some such popular remote job roles include:

•  Virtual Assistants: Their tasks include scheduling, email, and data entry.
•  Software Developers: They develop and maintain software.
•  Content Writers: These people write articles, blogs, and various website content.
•  Graphic Designer: Produce visual content such as designing logos, banners, and social media posts.
•  Customer Support Representatives: They reach out to customers for their questions and provide solutions to their problems.
• Digital Marketers – They monitor social media presence and online marketing campaigns.

Where to Look for Remote Workers

There are myriad sources to discover and source remote workers. Here are a few significant ones:

• Online Job Boards: There’s Indeed, Glassdoor, and FlexJobs where job listings for remote workers can be found.
• Freelance Sites – There will be Upwork. Fiverr, and Freelancer where freelancers wait to get connected with you for many tasks at hand.
• Social Media. One of the best places to be connected to the world and find remote workers is from LinkedIn, Twitter, and Facebook groups.
• Remote Job Boards: Sites like Remote.co, We Work Remotely, and Remote OK are exclusively for remote job postings.

How to Hire a Remote Worker

• Write a Job Description

Before anything, write a job description. A job description must consist of the job title, role, skills, and desired qualifications of an ideal candidate. Describe that this will be a remote work role and if there are any restraints on work hours or time zones. You want to make it clear what you are looking for to bring in the correct type of candidate for this position.

• Scan through the Resumes and SHORTLIST THE BEST

When you receive applications, thoroughly scan through the resumes. Look for relevant experience, skills, and qualifications. Take note of their remote work experience if there is any and how independently they could work. Choose the best candidates according to how much their qualification matches your job description.

• Give an Appointment for a VIRTUAL CALL INTERVIEW

Invite the shortlisted ones for a virtual interview through, say, Zoom or Skype. Have questions about experience, skills required, and work style checked. Test their communication skills, the possibility of working virtually, or if they have worked virtually in the past. How they did do it and what were the tools they utilized in preparing schedules and allot tasks?

• Evaluate the Competence of the Employee

Bring out the candidate’s capabilities during the interview. Ask about past projects and how they overcame challenges. You may even present them with a small task to test them, which would allow you to understand their skill set and test them under pressure.

• Discuss Expectations on Communication

Communication is king when people work remotely. Discuss how you plan to be in touch with the remote worker. Lay out expectations for response times, the timing of meetings, and which tools you will use to keep in touch, such as email, Slack, or Microsoft Teams. Outline expectations for regular updates and the importance of clearly communicating problems or progress.

• Set Expectations Around Management

Explain how you will handle and evaluate their performance. Inform them about project deadlines, reporting structure, and any tools or software they need to use. Be sure that they understand how their performance will be measured and what they have to achieve.

• Check References

Request references from the candidate, then contact those references to confirm that the candidate has indeed had prior relevant work experience and that they have performed well. Confirm their reliability, work effort, and ability to meet deadlines. This will help you make a sure bet in hiring.

• Make a Contract

Write down a contract that outlines your job, pay, and other important terms. Be sure to have the agreement signed only after both parties agree with the stipulations. Explain hours to be worked, deliveries to be made, hours pay is received, and if there are any further terms regarding confidentiality. A good contract makes you and the remote worker secured.

Also Read: Brittany Crowley Joins UM Sydney as New Head of Investment

Once the contractor has accepted the contract, the customer must issue a Letter of Intent to hire. In the letter, spell out the job title, start date, amount of salary, and other details. This is a formal offer of employment that indicates the agreement terms discussed.

• Notify Compliance and Payroll

Comply with local labor laws and tax regulations by setting up payroll to ensure the remittance is paid on time and properly to the remote worker. If need be, consult a legal expert or an HR manager to confirm you are following all the legalities.

• Onboard Your New Candidate

Onboard your new remote worker- provide them with all the necessary tools and access to systems, train them on whatever they may need. Get them inducted into the team and help them get started smoothly. Make them understand the company culture, goals, and their role in the team.

FAQ

1. Why should I hire remote workers?

It will save office space and cut down overheads. It will also provide access to a global talent pool and has the potential to increase productivity.

2. Ensuring Productivity of Remote Workers?

Setting clear goals with expectations, and running project management tools, is the most essential thing in monitoring progress and making room for regular check-ins and communication.

3. What are the tools for remote work?

Common tools will be video conferencing software like Zoom or Skype, communication tools like Slack or Microsoft Teams, project management tools like Trello or Asana, and time tracking software like Toggl or Clockify.

4. How do I manage different time zones?

Flexibility in meeting times and the use of time scheduling tools like World Time Buddy can help. State expectations of availability and times of response.

5. How am I supposed to keep the team coherent with remote workers?

Encourage frequent communication among team members through regular team meetings and online social gatherings. Utilize collaboration tools to maintain connectivity among the team players, including a positive team culture.

You can hire skilled employees from literally any corner of the planet. The following steps will help you to effectively hire and manage remote workers. You must have proper job descriptions in place, have clear expectations, and use the right type of tools for managing the remote team. However, through proper planning and execution, the remote workers could turn out to be enormous assets of the business.

It guided you on how to hire remote workers effectively and how to hire a virtual assistant. Start your search today and enjoy the benefits of remote workforce workers.

The post How to Hire a Remote Worker: A Brief Guide appeared first on Marketing In Asia.

As these brands pour resources into paid advertising, a highly competitive environment emerges. On platforms like Google Ads and Facebook, it becomes more difficult for other players to compete and be profitable. This is particularly impactful during a time of softer spending and declining economic sentiment, where e-commerce brands are relying on sales and promotions to meet their targets.

We may see regulations designed to address the growth of these e-commerce platforms — especially in the current context of a trade war between the US and China — but we cannot know if this will happen, when it might occur or what its scope would be.

So, what can brands and digital advertisers do to reduce their exposure to paid performance advertising in a fairly saturated space?

Invest in your brand

A brand’s first instinct may be to reduce investment in brand building and allocate its entire budget to performance media. The main issue with this approach is that cutting off brand investment has long-term repercussions on brand equity, profitability, consumer trust and employee engagement.

Instead of going head-to-head with retail giants in paid advertising, brands should capitalise on their strengths. Brands will be more successful when they can balance the need for short-term revenue and cash flow with longer-term goals like brand building and awareness.

How? By investing in alternative channels, platforms and creatives.

Invest in alternative channels

The Chinese ecosystem doesn’t rely on SEO and Google as much as the West does, resulting in a profound lack of expertise in organic search.

SHEIN and Temu still rely on paid traffic for most of their acquisition; our analysis shows that only 15% of Temu’s organic search traffic and 9% of SHEIN’s comes from non-branded keywords. This shouldn’t be the case. Their low-price policy, high authority and massive long-tail offering should position both players as potential winners in the SEO space.

Fortunately for other players, their lack of sophistication in technical SEO, category optimisation, content localisation and prioritisation make both sites more likely to lose the non-branded traffic they currently have than become the SEO behemoths they could otherwise be.

This means that smaller brands have an opportunity. While paid advertising struggles with rising costs due to competition, SEO remains cost-effective, giving it the potential to be a much higher return channel.

Also Read: Sushi Sushi Joins Forces with Untangld to Drive Customer-Centric Growth Strategy

Invest in alternative platforms

Meta and Google are SHEIN and Temu’s most used platforms — the rest of the market is less crowded. This opens the door to exploring platforms with lower competition and lower CPAs, such as Bing, DuckDuckGo, Complexity, Reddit, Pinterest and Snapchat.

TikTok still offers some benefits, as video-heavy creatives and influencer engagement are not yet areas where these new challengers shine. This may create opportunities if you play to your strengths and capabilities.

Invest in alternative creatives

Temu and SHEIN rely heavily on programmatically generated designs for their creatives. In 2023, SHEIN used 50,000 unimpressive creatives at the cost of their brand image. Most people perceive SHEIN as a price-oriented brand with cheap products and ads.

In recent years, video ads have become some of the best-performing content types across both organic and paid ads. By creating curated videos focusing on your products, you will differentiate your brand from challengers who cannot do that at the scale they need.

So, to reduce their exposure to paid performance advertising in a cluttered market, brands and digital advertisers must focus on the brand and product story, told through premium, product-centered ads. Double down on those formats (video), platforms (anything but Meta and Facebook) and channels (organic search and social) where investment is less aggressive.  In other words: outsmart them!

The post Outsmarting SHEIN and Temu: Strategies for Brands to Thrive Amidst the “CPA Crisis” 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.

“At Fortinet, we have a longstanding commitment to being a role model in ethical and responsible product development and vulnerability disclosure. As part of this dedication, Fortinet has proactively aligned to international and industry best practices and upholds the highest security standards in every aspect of our business. We applaud CISA’s continued call to the industry to follow suit and appreciate CISA’s willingness to collaborate with Fortinet on the development of these important goals. We strongly encourage others in the technology community to join this effort to keep organizations secure.”

News Summary:

Fortinet® (NASDAQ: FTNT), the global cybersecurity leader driving the convergence of networking and security, today announced it is building on the company’s longstanding commitment to responsible radical transparency as an early signer of the Secure by Design pledge developed by the Cybersecurity and Infrastructure Security Agency (CISA). This voluntary industry pledge complements and builds on existing Fortinet software security best practices, including those developed by CISA, NIST, other federal agencies, and international and industry partners. The pledge outlines seven goals, including responsible vulnerability disclosure policies, which are already an integral part of Fortinet’s product security development.

Advancing Fortinet’s Commitment to Secure by Design Principles and Responsible Disclosure Processes

CISA’s latest initiative strongly aligns to Fortinet’s existing product development processes already based on secure-by-design and secure-by-default principles. Fortinet is committed to adhering to robust product security scrutiny at all stages of the product development lifecycle, helping to ensure that security is designed into each product from inception all the way through to end of life, in the following ways.

• Secure Product Development Lifecycle (SPDLC): Fortinet aligns its processes in accordance with leading standards, including NIST 800-53, NIST 800-161, NIST 800-218, US EO 14028, and UK Telecom Security Act.
• Robust Security Product Testing: Fortinet leverages tools and techniques such as static application security testing (SAST) and software composition analysis built into its build processes, dynamic application security testing (DAST), vulnerability scanning, and fuzzing prior to each release, as well as penetration testing and manual code audits.
• Trusted Supplier Program: To ensure rigorous selection and qualification of its major manufacturing partners, Fortinet adheres to NIST 800-161: Cybersecurity Supply Chain Risk Management Practices for Systems and Organizations. Fortinet’s commitment to data privacy and security is embedded in every part of the company’s business and in every phase of the product development, manufacturing, and delivery processes.
• Information Security Program: The Fortinet Information Security Program is based on and aligned with industry-leading security standards and frameworks including ISO 27001/2, ISO 27017 and 27018 and NIST 800-53, as well as data privacy regulations such as GDPR and CCPA.
• Third-party Certifications: Fortinet products are regularly certified to standard and validated through third-party product quality standards, including NIST FIPS 140-2 and NIAP Common Criteria NDcPP / EAL4+.

Additionally, the Fortinet Product Security Incident Response Team (PSIRT) is responsible for maintaining security standards for Fortinet products and operates one of the industry’s most robust PSIRT programs, including proactively and transparently disclosing vulnerabilities. Nearly 80% of Fortinet vulnerabilities discovered in 2023 were identified internally through the company’s rigorous auditing process. This proactive approach enables fixes to be developed and implemented before malicious exploitation can occur. Fortinet works with its customers, independent security researchers, consultants, industry organizations, and other vendors to accomplish the company’s PSIRT mission.

To further advance its dedication to a culture of responsible radical transparency, Fortinet has a longstanding commitment to public and private partnerships that align to its mission, including:

• As a founding member of the Network Resilience Coalition, Fortinet is helping deliver real-world solutions to protect networks and sensitive data, including addressing the issue of software and hardware updates and patches not being implemented.
• Through its membership with the Joint Cyber Defense Collaborative (JCDC), which was established by CISA in 2021, Fortinet works with public and private entities to gather, analyze, and share actionable information to more proactively protect and defend against cyberthreats.
• As a founding member of the Cyber Threat Alliance (CTA), Fortinet shares timely threat intelligence with other cybersecurity practitioners to better protect customers against adversaries.
• Working with global leaders as a founding member of the World Economic Forum’s Centre for Cybersecurity (C4C), Fortinet is helping to encourage intelligence sharing across the industry to reduce global cyberattacks and disrupt cybercrime.

Responsible Radical Transparency Panel at RSAC 2024

Fortinet will expand on how responsible radical transparency can help strengthen cybersecurity resiliency against cyber adversaries as part of a panel session at RSA Conference 2024 titled: No More Secrets in Cybersecurity: Implementing ‘Radical Transparency. The session will take place Thursday, May 9, from 10:50 to 11:40 a.m. PT. in Moscone South – 156.

The panel discussion will feature esteemed industry experts, including:

• Dr. Carl Windsor, Senior Vice President of Product Technology and Solutions, Fortinet
• Michael Daniel, President and Chief Executive Officer, Cyber Threat Alliance
• Eric Goldstein, Executive Assistant Director for Cybersecurity, CISA
• Suzanne Spaulding, Former Undersecretary, U.S. Department of Homeland Security

Anyone interested in expanding their understanding and familiarity with these critical topics can register here.

Supporting Quotes

“Over and over, across multiple sectors, we have learned that transparency improves outcomes for consumers and society. The cybersecurity industry is no different. In our sector, transparency includes searching for, mitigating, and disclosing vulnerabilities in an open, responsible manner. Fortinet has already taken steps to embrace such responsible transparency, creating a clear set of principles for handling vulnerability communication and analysis. The company’s leadership in this area is a strong example of how cybersecurity vendors should be communicating with customers and the broader public.”

– Michael Daniels, President and CEO of the Cyber Threat Alliance (CTA)

“The dedication to a secure-by-design approach to product development is foundational to strong security. We see vendors like Fortinet leading the way in following and applying these principles globally, principles which are also outlined in Australia’s Essential Eight framework, as a significant step forward in enhancing our collective security.”

– Peter Jennings, Director, Strategic Analysis Australia and member of Fortinet‘s Strategic Advisory Council

“Risk identification and assessment are two of the most crucial components of risk management, whether you’re on the battlefield or protecting an IT environment. Fortinet’s approach to transparency, vulnerability disclosure, and threat intelligence sharing is one that the broader cybersecurity industry should emulate.”

-General Sir Richard Sheriff, retired NATO General

“In today’s dynamic environment, enhanced transparency is vital to making every organization more secure. It’s encouraging to see Fortinet at the forefront of embracing radical transparency as the company leans forward in sharing information about vulnerabilities and threat information.”

– Suzanne Spaulding, former Undersecretary at the U.S. Department of Homeland Security

“Collaboration between governments and private sector companies is and will continue to be integral to staying ahead of cyber threats. As a member of the Fortinet Board of Directors, I’ve seen firsthand and applaud how this cyber leader works with public and private organizations to transparently share threat intelligence and support national security efforts.”

-Admiral James Stavridis, Former 4-star Admiral and Supreme Allied Commander of NATO

Also read: Tata Play and Amazon Prime Collaborate to Offer Prime Benefits to Viewers Across TV and OTT

Additional Resources

• Learn more about Fortinet‘s commitment to product security and integrity, including this recent blog post on its longstanding commitment to responsible product development and vulnerability disclosure approach and policies.
• Visit fortinet.com/trust to learn more about Fortinet innovation, collaboration partners, product security processes, and enterprise-grade products that contribute to delivering proven cybersecurity, everywhere you need it.
• Learn about Fortinet’s free cybersecurity training, which includes broad cyber awareness and product training. As part of the Fortinet Training Advancement Agenda (TAA), the Fortinet Training Institute also provides training and certification through the Network Security Expert (NSE) Certification, Academic Partner, and Education Outreach programs.
• Follow Fortinet on Twitter, LinkedIn, Facebook, and Instagram. Subscribe to Fortinet on our blog or YouTube.

The post Fortinet Reaffirms Its Commitment to Secure Product Development Processes and Responsible Vulnerability Disclosure Policies appeared first on Marketing In Asia.

Capturing Attention in a Digital World

While Malaysians are undeniably glued to their smartphones, a recent study by the Malaysian Advertisers Association (MAA) revealed a surprising fact: 72% of consumers still recall seeing an Out-of-Home (OOH) ad in the past week. This highlights the continued effectiveness of billboards in a world dominated by digital screens.

The Rise of Digital Billboards

The game has changed with the introduction of digital billboards. These dynamic displays offer several advantages:

• Captivating Visuals: High-resolution screens showcase eye-catching visuals that are more impactful than static displays. Imagine a billboard for a local durian stall showcasing its creamy, golden flesh during peak durian season!
• Targeted Content: Digital billboards can tailor content for specific times of day or demographics. A billboard for a fitness app placed near a popular jogging path could display motivational messages during peak exercise hours.

Addressing Measurement Concerns

A common criticism of billboards has been the difficulty in measuring their effectiveness compared to digital advertising. However, advancements are changing this narrative.

• Location Intelligence: Data on anonymized phone location trends can be used to estimate audience demographics exposed to specific billboards.
• QR Codes and Social Media Integration: QR codes on billboards can bridge the gap between physical and digital experiences. Users can scan the code to visit a landing page, engage with social media campaigns, or download an app, providing valuable data for campaign measurement.

Balancing Creativity with Regulation

The rise of digital billboards necessitates addressing potential issues:

• Visual Clutter: With more dynamic displays, careful planning is crucial to avoid overwhelming viewers with information overload.
• Light Pollution: Regulations regarding display brightness need to be considered to minimize light pollution in urban areas.

A Local Success Story: AirAsia Takes Flight

AirAsia, a prominent Malaysian budget airline, recently employed a creative digital billboard campaign. Their displays featured interactive games that passersby could play by waving their hands, generating social media buzz and brand engagement. This exemplifies the power of blending technology and audience participation with billboard advertising.

Another case study in simplicity where the power of “less is more” proves to pays. Look no further than Siti Khadijah’s billboard campaign. Their simple yet powerful message (“nak… mak teringin nak pakai telekung Siti Khadijah“) resonated deeply with their target audience (mothers). This highlights the enduring effectiveness of clear and concise messaging.

The Future of Billboards in Malaysia

By embracing technology, strategic location selection, and impactful creative elements, billboards can effectively:

• Capture Attention: Stand out in a digital world with captivating visuals and dynamic displays.
• Spark Engagement: QR codes and interactive elements can bridge the gap between physical and digital experiences.
• Influence Decisions: Clear calls to action and targeted messaging can prompt viewers to take action.

Billboards are not relics of the past; they are a powerful tool in the modern marketing arsenal. By addressing critical issues and leveraging new possibilities, billboards can ensure their continued relevance in Malaysia’s ever-evolving marketing landscape.

Note: This article is part of a publication from a study conducted by Mohd Juraij bin Abd Rani and Nursheilaizati binti Abdullah from Faculty of Business & Communication, Universiti Malaysia Perlis on the impact and effectiveness of Out-of-Home (OOH) advertisement in Malaysia.

The post Billboards Reborn: A Modern Marketing Powerhouse in Malaysia appeared first on Marketing In Asia.

There’s no denying this very real limitation. There have been countless instances of GenAI producing inaccurate or irrelevant responses. These “hallucinations” are sometimes comical, other times they have very serious, real-world consequences. Two primary approaches have emerged to address this: fine-tuning and retrieval augmented generation (RAG).

Fine-Tuning: Flawed, But Not Fruitless

Retraining essentially means adapting a pre-trained model to do a specific task or solve a specific problem via the introduction of smaller, more specific data sets. The idea is to adapt it for particular tasks or contexts. Although performance can improve under specific circumstances, this approach opens a can of worms vis-a-vis maintaining data recency. Simply put, fine-tuning regularly is, at best, barely feasible, if not completely impossible.

Furthermore, we can’t forget that any data put into an LLM can be used as part of an response to a prompt. That raises very serious questions about privacy. Imagine if an LLM was re-trained with personal identifiable information (PII). That could reveal highly sensitive information, in some cases, even to malicious actors. So it’s no surprise that training LLMs with PII have already come under regulatory scrutiny – see, for example, Singapore’s efforts to foster global consensus on consistent principles to fortify trust in generative AI.

That said, there are situations where fine-tuning can be useful. Retraining embedding models is one. An embedding model takes semantic inputs and generates vectors to represent the inputs. If an embedding model doesn’t recognize or understand a word, then that word will map into a vector that isn’t related to the meaning of that word.

For example, if an embedding model was built before the arrival of social media platform TikTok, it might not recognize the meaning of the word and create a vector that is associated with “clocks” or “sounds”. Arming the embedding model with the correct meaning of TikTok would require fine-tuning.

Speed and Security With RAG

On the other hand, instead of modifying the model itself, RAG supplements LLMs with real-time external data, typically stored in vector databases. This means that data can be instantly updated and available for querying, avoiding the need for fine-tuning to “batch up the data”.

RAG also offers fine-grained access control. For example, with a chatbot, the developer can introduce code to ensure that the query filters only allow personal data to be retrieved related to the person asking for the data. Through the separation of data from the model, with access granted only when needed, RAG minimizes the dilemma of external sources risking sensitive information.

Not a Zero Sum Game

In practical terms, there’s no need to dismiss fine-tuning. After all, it works great when the model needs to be updated with specific datasets or when dealing with publicly accessible data that doesn’t change frequently. That said, it has obvious limitations. Applications that demand real-time accuracy and protection of sensitive information require the qualities that RAG brings. This is particularly pertinent for sectors like healthcare and finance, where accurate, up-to-date information are bread and butter.

For instance, in the medical services, fine-tuning is likely to be time consuming, while also potentially breaching patient privacy. In contrast, RAG is hampered by neither.

The same is also true for finance and e-commerce, where rapid decision-making and data security are paramount. By providing instant access to relevant data while maintaining strict privacy controls, RAG empowers organizations to leverage the full potential of LLMs without compromising on data integrity or security.

Looking ahead, as the digital landscape continues to evolve, the ability to harness real-time external data will be essential for creating more intelligent and adaptable AI systems. RAG is a game changer in this regard, enabling new possibilities in language processing that paves the way for a future where machines and humans are in sync.

The post Businesses Must Understand the Right Way to Adjust their AI Models appeared first on Marketing In Asia.

To attract and engage Gen Z in the workplace, firstly integrate cutting-edge technology and digital tools to enhance efficiency and connectivity.

Also Read: Mastering Machine Learning: Insights from Tal Shaked, CMLO at Moloco

Now, Create an environment of open communication and transparency with regular feedback and an open-door policy. 

Emphasise on the importance of work-life balance through flexible work arrangements and remote options. 

Offer clear paths for advancement with continuous learning opportunities. 

Connect your business goals to broader societal issues, demonstrating a commitment to social responsibility. 

Cultivate an inclusive culture that values diversity, driving innovation and appealing to Gen Z’s desire for a workplace that reflects their values and vision for the future.

About Rajiv Talreja

Rajiv Talreja is the Founder of Quantum Leap Learning Solutions Pvt Ltd, Asia’s Largest MSME Business Coaching Company. He started his entrepreneurial journey at 20, founding Quantum Leap. Despite early setbacks, he re-educated himself by interviewing 300+ entrepreneurs, leading to his bestselling book “Lead or Bleed.” He organized the popular Business Breakthrough Seminar and created The Business P.A.C.E. Program, benefiting over 20,000+ entrepreneurs.

The post Creating a Gen Z inclusive workspace 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.”

Also read: JULIEN’S AUCTIONS ANNOUNCES “PRINCESS DIANA’S ELEGANCE & A ROYAL COLLECTION” OPENING AT HONG KONG K11 MUSEA

“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.

Programmatic digital out-of-home (DOOH), or pDOOH, is the automated process of buying and selling DOOH ad placements. This enables brands to target locations where an audience naturally moves throughout their day, capturing the right kind of attention while building successful customer engagement.

Recently, OOH advertising has seen a shift with brands across APAC rapidly adopting and spending on pDOOH, which is leading to tremendous growth, both in the region and globally. The catalyst for this growth has been advances in technology, positioning pDOOH as a must-have in any media mix. Technology has enabled six key benefits that brands in APAC should leverage across their campaigns.

1. Enhanced Targeting

Through pDOOH, advertisers, brands and marketers can leverage data to ensure they are delivering highly targeted messages to their desired audience, not just at the right place but at the right time. This precision ultimately drives engagement and conversion. The evolution of DOOH targeting capabilities includes behavioural targeting, allowing brands to build audiences based on the locations they visit, first- and third-party data integrations and targeting, as well as device ID passback to re-engage consumers through retargeting.

The combination of these advanced targeting techniques helps advertisers better understand consumer behaviour allowing them to accurately tailor their message. This is a powerful development in the world of OOH, and not only maximises the impact of pDOOH campaigns but also reinforces the importance of a data-driven strategy across the multicultural advertising landscape in APAC.

2. Higher Brand Exposure

To truly make a splash pDOOH provides one-of-a-kind, high-impact advertising formats that capture attention both near and far. Brands can also take advantage of these larger-than-life formats to display compelling video and other data-informed assets like countdowns, distance to store and more.

What many don’t recognise is that brands can amplify their branding and grow awareness by strategically activating screens in contextually relevant environments throughout their audience’s day. Place-based screens such as those in office buildings, shopping malls and residential buildings , for example, ensure consumers are repeatedly exposed to messaging at key touchpoints that influence their purchasing decisions. This could be as simple as a local restaurant promoting their lunch specials between the hours of 10am and 1pm in local office buildings or at a nearby MRT station.

3. Fast Activations

Gone are the days when OOH campaigns would take weeks, if not months, to activate. Today, pDOOH allows brands to launch their campaigns at the click of a button. By utilising a DOOH demand-side platform (DSP), advertisers gain the ability to effortlessly upload, schedule and launch campaigns within minutes. Whether a campaign aligns with the latest social trends, there’s additional budget for a spontaneous push, or a need to respond promptly to breaking news, pDOOH provides the flexibility and efficiency required to meet the demands of real-time marketing.

4. Real-Time Optimisation

Due to the ever-changing market in APAC, it is important that brands can seamlessly update their campaigns to deliver the right message and creative that will resonate most with their audience. Through the use of data, pDOOH gives brands the ability to optimise their campaigns in real-time to improve results and drive greater ROI. They can even do this across different regions. For example, if a campaign is very effective in one place but struggling in another, brands can optimise as they go, giving themselves the best chance of success.

Also read: Deliveroo Rider Academy Accelerates Upskilling Among Riders With Over 1,500 Courses

5. Increased Creative Flexibility

A key and standout feature of pDOOH is its creative flexibility. In contrast to traditional static billboards, pDOOH harnesses dynamic content capabilities that allows for real-time updates and changes across creative.

More so, ads can be scheduled to run during specific times of the day and days of the week. This adds a new layer of precision to the campaign while minimising wastage and increasing value as the ads only run when needed. This flexibility ensures that messages are always relevant and timely, providing brands with the agility to align content with their own priorities and what matters most to their audience.

6. Evidence-Based Measurement

The evolution of pDOOH has addressed the lack of measurement options seen in traditional media. Leveraging programmatic technology, advertisers gain access to precise and transparent data analytics, providing invaluable insights into the performance of their campaigns. This comprehensive approach allows for the measurement of various key performance indicators (KPIs) such as impressions, brand lift and foot traffic. This helps marketers and brands tangibly demonstrate the value of pDOOH to key stakeholders, positioning it as a must-have channel in their media mix.

With one of the most diverse markets in the world and a vast amount of brands fighting for consumer attention, pDOOH is set to play a huge role in helping brands connect with their audiences. In 2024, advertisers who utilise the spate of benefits that come with pDOOH are setting themselves up for success in the physical world.

The post Why programmatic DOOH is an essential component in your media mix  appeared first on Marketing In Asia.

Range Protocol, a unified liquidity provisioning platform, today announced the launch of Skate, the universal application layer that empowers apps to run on thousands of chains with one state. 

Designed with an intent-centric approach, Skate aims to efficiently address the application fragmentations as a single hub for all code deployment across all chains. Backed by leading web3 players, including EigenLayer, Polygon, Manta, Axelar, Biconomy, Pendle, A41, Vertex, Navi, Galxe, Pontem and more, Skate will deliver its vision with faster finality and universal application scope, paving the way for its mainnet launch within the year. 

In today’s multi-chain landscape, applications face pressing needs to deploy, adapt and maintain across an increasing number of chains. Skate introduces the concept of a Universal Application Scope, where essential applications are developed collectively and maintained in a shared pool accessible to all chains — regardless of its underlying Virtual Machine environment. With Skate, users and developers are able to efficiently and instantly access thousands of chains by interacting with one application instance.

Siddharth Lalwani, Co-Founder and CEO of Range Protocol shared, “The rise of modularity powered innovations such as improved throughput and reduced transaction costs. However, it also came with its own set of challenges, most notably, application fragmentation. Skate introduces the concept of the Universal Application Layer, where essential applications are developed collectively, and maintained in a shared pool accessible to all chains. This ensures foundational needs of builders and users are met efficiently, allowing each chain to focus on creating value-added services and laying the building blocks for a modular future.”

Move from Duplication to Innovation: One Skate, One State

Skate is the only intent-centric application layer in the ecosystem, enabling applications to run across thousands of chains and different tech stacks at the same time through a single interface. Moving past duplication of deployments, Skate works as a hub for deploying, developing and maintaining a singular version of smart contracts while servicing users across diverse chains. 

One of the key innovations of Skate is the embedding of interoperability within the application logic, reversing the legacy approach of building apps first and integrating interoperability afterwards. Skate ensures that all applications are created with interoperability as a foundational component, streamlining the development process and removing the necessity to bridge assets, but also significantly enhances the user experience by providing a fluid, interconnected ecosystem where transactions and information flow effortlessly between chains.

Also read: Peg Stablecoins Like UST To Less Volatile Tokens: Huobi Research Institute

Aside from the underlying interoperability networks, Skate will be connected to all the blockchains through Fast Finality Network, secured by EigenLayer actively validated service (AVS), to send state attestations from Skate with sufficient trust minimized assumptions. This brings instantaneous cross-chain intent-driven settlements and reduces slippage when making trades while removing unnecessary complexities from an end-user perspective.

Securing the Modular Future, Backed by Web3 Pioneers

The launch of Skate is supported by buy-ins from leading web3 players, including EigenLayer, Polygon, Manta, Axelar, Biconomy, Pendle, A41, Vertex, Navi, Galxe, Pontem and more. Forged by the same team of financial engineers and web3 developers behind Range Protocol, a unified liquidity provisioning platform covering key DeFi asset classes, the Skate team brings deep cumulative experience from leading companies like Altonomy, Point72, Bybit, Certik and Citigroup. Skate’s launch also follows Range Protocol’s $3.75M seed round last year, led by HashKey Capital and Nomad Capital. In the coming months, Skate aims to introduce Testnet Campaigns to community members with unique incentives. To keep up to date on Skate and its upcoming testnet campaigns, follow their Twitter: https://twitter.com/skate_chain.

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About Range Protocol and Skate

Underpinned by robust on-chain trading infrastructure, Range Protocol is a unified liquidity provisioning platform. Harnessing advanced expertise and professional strategies, Range Protocol covers key DeFi asset classes through its vault offerings. Combining the best of automated market makers (AMMs) and request-for-quote (RFQ), Range Protocol empowers sound decision-making and optimized strategies for the next generation of investors — with no intermediaries needed. 

Forged by a team of financial engineers and web3 developers with extensive crypto trading proficiencies, Range Protocol brings deep experience from leading companies like Altonomy, Point72, Bybit, Certik and Citigroup. Its most recent $3.75M seed round was led by HashKey Capital and Nomad Capital.

Range now expands into Skate, the universal application layer that empowers apps to run on 1000s of chains with one state. Skate was born with the realization of the limitations of the legacy on-chain trading infrastructure, which deploys repetitive blocks on every new chain. Underpinned by innovation, Skate delivers fast finality across all chains, secured by EigenLayer actively validated service (AVS), and acts as a single hub for all code deployments. Separating assets from pricing, Skate introduces the concept of a Universal Application Scope, where essential applications are developed collectively and maintained in a shared pool accessible to all chains — regardless of its underlying Virtual Machine environment. Solving for dApp/chain-liquidity fragmentation in a modular web3 landscape, Skate ensures foundational needs are met efficiently, allowing each chain to focus on creating unique, value-added services.

For more information, please visit:

Website: http://skatechain.org/

Twitter/X: https://twitter.com/skate_chain  

The post Unified Liquidity Platform Range Protocol Unveils Skate: The First Universal Application Layer Powering Apps to Run on All Chains With One State appeared first on Marketing In Asia.

However, to ensure generative AI can deliver beneficial outcomes without compromising user privacy, leaders need to have a governance strategy in place to manage the technology’s security risks and external impacts. When designing their strategy, organizations should take into account the following key measures that can help them ensure more responsible AI usage. Some of these steps are relatively simple and should be done from the get-go, while others require more purposeful thinking.

Mastering AI starts with knowledge

Building employee knowledge is the most intuitive way to enhance AI governance. Through these programs, organizations can create an environment that favors product innovation while also reducing the likelihood of abuse or errors.

To achieve this, organizations should host AI and digital literacy training courses. These programs can bring C-suite leaders and developers together to learn about AI terminology and understand the limits of how and where generative AI can perform certain actions. Simultaneously, the courses should also prepare employees to communicate their AI technology in plain language. This skill is crucial in helping external parties like customers and board members understand what works and what doesn’t.

When creating training courses, leaders need to analyze the nature of their business and the people they interact with, as not all organizations face the same ethical challenges. For example, while there are no legal repercussions for universities sharing educational materials with their students, it is not the same case for banks when providing customers’ stock transactions to external parties. With the insights gained from the analysis, leaders can identify the specific dangers they may face when deploying AI applications.

Ensuring a safer AI experience

Once a common understanding of AI is established, things start to get harder. With the introduction of generative AI into the workplace, leaders need to be ready to counter prompt engineering attacks and model poisoning, which can affect the accuracy of insights and reinforce certain biases.

Creating risk mitigation practices and processes can help them tackle these threats head-on. However, leaders need to act deliberately so that the measures and capabilities they integrate do not get exploited by bad actors. For instance, feature stores and inference engines that enable AI models to adapt to changing contexts need to be protected against cyberattackers’ attempts to manipulate outputs.

Once companies have established control over their AI models, they should then move on to managing the technology’s impacts on the environment and society. Increased emissions that are fueled by growing computing and energy demands from generative AI can worsen the planet’s climate crisis.

Government bodies are taking the first step to mitigate climate-induced risks by putting generative AI usage under greater scrutiny. What this means for organizations is that they need to prepare themselves to comply with new and updated regulations. Leaders will need to outline governance and ethics practices that boost resilience, while mitigating the environmental impact on the planet.

With more employees across Southeast Asia adopting AI for their own benefit, achieving comprehensive governance is crucial to prevent bad actors from misguiding employees and needlessly wasting resources. This path is not always easy to achieve, and there are complicated steps involved. But those who stay the course will be able to achieve greater levels of productivity and discover new opportunities without exposing their operations to various threats.

The post The Path to AI Governance – Start Simple appeared first on Marketing In Asia.

The recent introduction of a comprehensive data protection law marks a pivotal moment for companies like ours. It compels us to transition from passive data holders to active custodians, placing consent at the forefront. The era of convoluted user agreements and obscured data trails is over. Transparency is our guiding principle, empowering customers to comprehend how their data is utilized, who has access to it, and for what purpose.

As a data fiduciary, our foremost duty is to ensure informed consent. No longer can we rely on pre-checked boxes or buried clauses. Every permission granted must be a deliberate choice, made with a clear understanding of its implications. Our interfaces must prioritize clarity, conciseness, and user-friendliness, devoid of confusing jargon or manipulative tactics. Transparency extends beyond permissions; customers are entitled to granular control over their data, the ability to rectify inaccuracies, and the right to be forgotten should they choose.

Also Read: UPI Goes Global with Google Pay: A New Era for Indian Tourists and International Payments

Contrary to viewing technology as a privacy adversary, we see it as our shield. Embracing data anonymization, robust encryption, and stringent security protocols becomes our arsenal against unauthorized access and misuse. Investment in these tools is not merely for compliance but also for peace of mind, both for ourselves and our customers. The new law is not a barrier but a catalyst, propelling us to innovate, develop privacy-enhancing technologies, and construct a financial ecosystem where trust transcends transactions.

In navigating the intricate web of digital finance, we, as CEOs, pledge to go beyond mere compliance. We aspire to lead the charge in fostering a culture of privacy and trust. Our commitment is not only to protect data but to elevate the standard, to build an environment where customers can transact with confidence, knowing that their privacy is not just respected but actively safeguarded. This is not just a legal obligation; it is a moral imperative that shapes our vision for a digital financial future built on trust, transparency, and the ethical use of data.

Embracing Continuous Innovation:

Our journey toward a privacy-centric digital future involves a commitment to continuous innovation. Beyond meeting legal standards, we see innovation as the lifeblood of our pledge to safeguard customer trust. By fostering a culture of ongoing improvement and adaptation, we aim not only to meet current expectations but to anticipate and address future privacy challenges.

This commitment extends to staying abreast of emerging technologies and trends in the digital landscape. As stewards of data, we embrace the responsibility to explore and implement cutting-edge solutions that enhance privacy protections. We recognize that the digital realm is dynamic, and our commitment to innovation ensures that we remain at the forefront of privacy practices, providing our customers with the highest level of data protection.

Authored By: Tarun Nazare, Co-Founder & CEO of Neokred Technologies, is a distinguished figure in the fintech industry with over 8 years of experience in Fintech, Data Science, and Artificial Intelligence. A graduate in Commerce from Jain University and a Data Scientist from IIM Kohzikode, he also holds a Professional Product Management Certificate from Duke CE. At Neokred, he has been instrumental in pioneering “Beyond Banking as a service” solutions, leveraging AI and ML to enhance customer experience and behavior analysis. Recognized in Revopreneur as a young entrepreneur, Tarun has significantly contributed to the evolution of open banking and has successfully led Neokred in scaling its products across various industries.

The post Navigating online privacy in India – Challenges and Solutions  appeared first on Marketing In Asia.

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.

1. Setting the Stage: The Interplay of Strategy and Culture

Every organization, be it a startup or a conglomerate, stands on a foundation. This foundation is a blend of its strategic vision and ingrained culture. For budding organizations, strategy acts as a guiding light, illuminating the path towards the company’s goals. At this stage, the culture is still taking shape, drawing inspiration from the values, ethos, and practices championed by its leaders and workforce. This involves crafting precise business processes and a governance framework to bring the strategy to fruition. Here, the clarity of strategy takes precedence, with culture development following suit, aligning with the organization’s core objectives.

2. The Dynamics of Mature Organizations

However, as organizations grow and find their footing, new challenges emerge. In seasoned organizations, when there’s a strategic realignment, culture often takes the limelight. In such contexts, culture doesn’t just play second fiddle; it becomes a primary strategy. This shift is vital to prepare the organization, especially its vast workforce, to champion change and explore new horizons. Resistance to change is a common first reaction. In these scenarios, a well-articulated cultural strategy becomes the cornerstone of transformation.

3. Data Transformation: A Cultural Perspective

Reflecting on my hands-on experience in data transformation, it’s clear that it’s not just about long-term strategic planning. It’s equally about nurturing a specific culture. This involves fostering a deep-rooted culture of accountability, especially in governance domains. Leadership, at every tier, must resonate with the same ethos, ensuring unified communication and actions concerning their data responsibilities. This shift in behavior is crucial to elevate data from mere figures to invaluable business assets.

Also read: Singapore’s Vibrant Year: A Look at the Top 10 Stories of 2023

4. Culture and Strategy: Two Sides of the Same Coin

Culture and strategy, though distinct, are closely intertwined. Building a resilient culture requires a deep dive into the business strategy. It’s about deciphering the principles and values that the organization and its workforce should embody. Leaders, as change agents, must not only articulate but also exemplify the desired culture, ensuring their narratives inspire and resonate.

5. The Continuous Journey of Culture Building

Culture is fluid, evolving with the organization’s changing dynamics. It mirrors the collective ethos and practices championed by the organization. With leadership transitions, shifting business landscapes, and employee dynamics, organizations must anchor themselves in foundational cultural pillars. These pillars, often termed Shared Values, provide continuity and direction amidst change.

6. Middle Management: The Change Conduit

Middle management, often the unsung heroes, play a pivotal role in cultural transformation. Bridging the gap between top leadership and the broader workforce, they are uniquely positioned to either amplify or mute change. Their alignment and advocacy of both the strategy and the desired culture are vital. When in sync with the organizational vision, they transform into powerful change agents. However, misalignment can inadvertently render them barriers, hindering growth and innovation.

In the vast landscape of organizational growth, while strategy sketches the blueprint, culture breathes life into it. They are closely knit, with culture often being the more intricate facet to shape and evolve. As leaders, our mandate goes beyond strategy formulation. It delves deep into the realm of culture, recognizing its profound and lasting impact on organizational success. It’s a delicate balance, ensuring that as we chart new strategic frontiers, our cultural compass remains aligned, guiding us towards sustained success.

The post Culture First, Strategy Second: Middle Management's Role in Change – Progress Catalysts or Innovation Barriers? 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.

The post Unlocking the next marketing revolution with generative AI appeared first on Marketing In Asia.

In the country’s competitive market, brands face the challenge of expanding amid evolving expectations and multiple communication channels, which fuels the adoption of AI as a solution. However, the rush to use AI has created a new difficulty for brand leaders dealing with a plethora of tools that impede good decision-making: AI overload.

Malaysia, ranked 44th in the Global AI Index, remains committed to leveraging AI for deeper customer connections and business growth. As the founder of an AI-powered customer engagement platform, I’ve gained insights into strategic approaches for brand marketers to avoid being overwhelmed by AI, use technology wisely, and enhance customer engagement for growth.

Amplifying Engagement through AI

The amount of customer data makes it challenging to derive meaningful insights. AI provides solutions by processing large datasets effectively, enabling real-time analysis, and freeing teams from manual tasks. This change allows teams to concentrate on innovation and establish genuine customer connections.

At the core of exceptional customer experiences lies the foundation of personalized engagements, a crucial element directly influencing business growth. According to McKinsey & Company‘s report, companies experiencing rapid growth generate 40% more revenue from personalization. Crafting tailored engagements across various channels and customer profiles is challenging, yet AI systems excel at synthesizing individual customer insights. These systems orchestrate seamless cross-channel personalization at scale, resulting in proactive and tailored experiences for each customer.

AI’s automation capabilities significantly enhance operational efficiency, which is predicted to increase by 25% by 2025. By automating repetitive tasks like data purification and campaign tracking, teams can redirect focus to high-impact initiatives. Predictive capabilities enable brands to anticipate client requirements, detecting minor shifts that human analysis may overlook. This knowledge allows for timely and contextual interactions that address client demands proactively.

The Predictive Capabilities of AI

The predictive capabilities of AI are redefining industries by providing insight into trends, behaviors, and outcomes. E-commerce giants improve user experiences by employing AI-driven product recommendations, which boost engagement and sales. Financial institutions use predictive analytics to detect fraud before it occurs, safeguarding assets and consumer trust. Similarly, media companies fine-tune content recommendations through AI, enhancing viewer satisfaction and retention rates.

Trust-Based AI Considerations

The potential of AI is enormous, but ignoring ethics and consumer privacy poses vast concerns. Brands must develop transparent, unbiased procedures for handling customer data to fulfill ethical standards. Thorough testing is required to identify biases in predictive algorithms. Ethical oversight should be ongoing, evolving in line with AI model advancements.

Every piece of data collected should have a clear business objective that aims to improve the customer experience. With AI, trust becomes essential, and ethical considerations are critical to its success.

Navigating AI for Impactful Engagement

For marketers and product owners striving to enhance customer experiences through personalized approaches, unlocking the potential of AI stands as a crucial undertaking. The following foundational steps are laid out to amplify personalization, bolster business impact, and enrich customer interactions.

Creating meaningful, personalized experiences through AI starts by defining clear strategic objectives. This involves aggregating diverse customer data sources and seamlessly integrating AI into your engagement platform to create a robust foundation. Once established, customize interactions for distinct customer groups by utilizing behavioral insights and AI-driven segmentation techniques.

Leverage predictive analytics to derive precise recommendations, enhancing personalization further. Employ generative AI for crafting dynamic content, ensuring continuous innovation. Refine strategies effectively by employing methodologies like A/B testing, thus optimizing the personalized experience. Additionally, implementing AI-driven chatbots enhances real-time customer assistance, creating a seamless engagement cycle. Lastly, continuously refine AI models based on iterative feedback and insights gathered, ensuring consistent improvement and adaptability.

By mastering the steps above, AI becomes a tool for empowered customer engagement, delivering impactful personalization, and elevating the overall customer experience.

Embracing AI’s Ethical Future

As AI gains momentum in Malaysia, brands have a distinct opportunity to shape their future ethically and optimistically, emphasizing a human-centric approach. Despite the uncertainties ahead, embracing this journey while keeping customers at the forefront remains pivotal.

Insights gleaned from AI have the potential to nurture meaningful interactions and experiences. With deliberate intent and attention, we can collectively harness the power of AI to understand consumers, forge lasting connections, and propel sustainable growth. Brands in the country, experiencing considerable e-commerce growth in SEA, may use AI to strengthen ties with consumers, paving the path for a more interconnected future.

The post Unlocking Customer Engagement Potential in Malaysia Through AI appeared first on Marketing In Asia.

How First Republic Bank, Silicon Valley Bank, and Signature Bank Failed to Keep Up

First, let’s talk about why these banks failed. It all comes down to interest rates. You see, when interest rates are low, banks tend to invest heavily in bonds, hoping to make a profit down the line. But when interest rates rise, those bond holdings lose value, which leads to losses for the banks. That’s exactly what happened with these three banks. They invested too heavily in bonds, and when interest rates rose, their bond holdings greatly fell in value, causing them to lose money.

But that’s not all. First Republic Bank, in particular, had a high level of uninsured deposits, meaning they had deposits well north of the federally-insured $250,000 per savings account. And when depositors got wind of the bank’s troubles, they pulled out their funds, leading to first-quarter outflows of more than $100 billion that tanked its stock by more than 20%. Yikes.

Why Uninsured Deposits are a Risky Business for Both Banks and Customers

Uninsured deposits are a real risky business, not just for banks but for us customers too! You might be thinking, “Oh well, if the bank goes under and I have uninsured deposits, it’s not my problem,” right? Wrong! When a bank fails, bondholders are some of the last people to get paid, and stockholders? They’re at the end of the line. So if you’ve invested in a bank’s stocks or bonds, you might end up with nothing when the bank goes under. Yeah, you heard that right, nothing.

And it’s not just us customers who should be worried. The FDIC, which is supposed to protect our deposits, also takes a huge hit when a bank fails. When First Republic Bank failed, the FDIC could lose up to $13 billion! And that’s a lot of money, even for a government agency. After the collapse of First Republic Bank, JPMorgan Chase had to step in and buy most of the bank’s assets, paying a whopping $10.6 billion to the FDIC as part of the deal. That’s a lot of cash!

And here’s the real kicker, the collapse of First Republic Bank has got investors worried that more banks could fail in the coming months, causing a financial crisis. And when investors get worried, they start pulling their money out of banks, which can cause a run on deposits.

Twitter and the Downfall of Silicon Valley Bank: How Social Media Impacted the Banking Industry

But it’s not just interest rates and uninsured deposits that caused these banks to fail. According to a research paper, Twitter conversations among investors played a role in the collapse of Silicon Valley Bank in March 2023. That’s right, social media had an impact on the banking industry. The rapid decline in the bank’s stock price on March 9 was accompanied by a sharp rise in the number of tweets mentioning “SIVB,” the ticker symbol for the bank. Trades in the bank’s stock were halted on March 10, the day the bank collapsed. And get this: the research found that shares of banks with a lot of Twitter activity in January and February incurred much larger declines in March.

So, if you’re thinking about investing in a bank, you may want to keep an eye on social media to see what people are saying about it. Who knows, maybe a few tweets could be the difference between a profitable investment and a total loss.

How Silicon Valley Bank’s Collapse Impacted the Indian Startup Ecosystem

You may be wondering, what does a US bank’s collapse have to do with the Indian startup ecosystem? Well, Silicon Valley Bank was known for its work with tech startups, including Indian ones. The bank had a presence in India and was an important player in the country’s startup ecosystem.

In fact, Silicon Valley Bank had invested in some of India’s most successful startups, including Flipkart, Ola, and InMobi. And when news of the bank’s collapse broke, Indian startups were understandably concerned. After all, if a bank like Silicon Valley Bank could fail, what was to stop others from following suit?

In addition to concerns about future investment opportunities, Indian startups were also worried about the impact of the bank’s collapse on their existing investments. More than 60 YC-funded Indian startups have over $250,000 stashed away in accounts with Silicon Valley Bank. As it turns out, those worries were not unfounded.

Bank failures and De-dollarisation

Argentina just announced that it will pay for Chinese imports in yuan instead of the US dollar, and people are talking about “de-dollarisation.” What’s that, you ask? Well, it’s about reducing dependence on the US dollar as a medium of exchange or reserve currency. It’s not a new idea, but it’s become more popular in recent years, especially since Russia was cut off from the international dollar-trading systems due to sanctions.

But why do countries want to reduce their dependence on the US dollar? Well, the US dollar has dominated global trade and capital flows for decades, ever since it became the leading financial power after World War I, displacing the pound sterling as the international reserve currency. The Bretton Woods Agreement in 1944 further established the US dollar as the dominant international currency. But the US dollar has lost purchasing power since 1971 when President Nixon ceased the direct convertibility of US dollars to gold. And now, many nations are seeking alternatives to reduce their dependence on the US dollar and financial system.

And now, the collapse of US banks has made this even more important. First the Silicon Valley Bank, then the Signature Bank, and now the First Republic Bank. In fact, the First Republic was on the brink of collapse way before but was saved by a group of American lenders who deposited tens of billions of dollars to stop the bleeding. Credit Suisse was also facing collapse, but Swiss authorities announced a backstop, and UBS agreed to buy the bank in an emergency rescue deal. The rescue cost  $3.2 billion in direct support, and $54 billion in central bank’s  emergency cash. In total, the Fed loaned $318 billion to the financial system, half of what was extended during the global financial crisis.

Impact on India

Now, you might be wondering how this affects India. Well, as it turns out, the collapse of US banks and de-dollarisation could actually be beneficial for the booming Indian startup ecosystem. Let me explain.

First of all, the collapse of US banks is bad news for everyone. When banks fail, it can lead to a recession, job losses, and economic turmoil. But it can also create opportunities for new players to enter the market. In India, for example, startups are already starting to fill the void left by traditional banks. Digital lending platforms, such as Paytm, have become increasingly popular in recent years, as they offer loans to individuals and small businesses that are unable to get them from traditional banks. Indian fintech startups, such as Paytm and PhonePe, have already made significant inroads in the Indian market, and they could expand their reach globally in the wake of the collapse of US banks.

But that’s not all. The de-dollarisation trend could also benefit Indian startups. As more countries reduce their dependence on the US dollar, they are looking for alternative payment options, such as settling international transactions in local currencies. India is already ahead of the curve on this one, with the Rupee trade settlement already being used by 18 countries. The BRICS countries have also discussed increased cooperation, including a common currency for trade. This means that Indian startups could have easier access to global markets, as they can transact in their local currency without having to worry about currency fluctuations and exchange rates.

Wait, there’s more! The collapse of US banks could also lead to a shift in investor sentiment. Traditionally, US investors have dominated the startup scene, but with the collapse of major US banks, investors may start to look for opportunities elsewhere. India, with its rapidly growing startup ecosystem, could become an attractive destination for international investors looking for new opportunities. This could bring in more funding, expertise, and partnerships, which could help Indian startups scale and grow faster.

Also read: The Booming Indian Startup Industry: A Bright Future Ahead

Furthermore, the collapse of US banks could also lead to a shift in talent migration. In the past, many talented Indian entrepreneurs and engineers have migrated to the US to work for Silicon Valley startups. However, with the collapse of major US banks, the job market and funding opportunities in the US may become less attractive, leading more talent to stay in India and build local startups.

Overall, while the collapse of US banks and de-dollarisation are concerning developments for the global economy, they could present opportunities for Indian startups to thrive. By leveraging their local currency and innovative solutions, Indian startups could become major players in the global market, attracting more investors, talent, and partnerships.

In addition to the benefits mentioned, the collapse of US banks and de-dollarisation could also create a more level playing field for Indian startups. Historically, US startups have had an advantage due to their access to capital and networks, but with the US financial system in turmoil, this advantage may be eroded. This could provide an opportunity for Indian startups to compete more effectively on a global stage.

Also read: DeDollarization – The Beginning of the End of the Global Business Model

The collapse of US banks and de-dollarisation are complex developments with far-reaching implications for the global economy. While they pose significant challenges, they could also present opportunities for Indian startups to thrive and compete on a global stage. By leveraging their local currency, innovative solutions, and talented workforce, Indian startups could become major players in the global market, attracting more investors, talent, and partnerships.

The post From Bank Failures To Twitter Debacles: The Impact Of US Bank Failures On India’s Startup Ecosystem appeared first on Marketing In Asia.

E- Commerce and the Wellness Industry

In today’s world, more than half of the population believes that their health and wellness can be controlled and be shifted towards a more positive path. Although for 90% of wellness seekers, health and wellness still remains driven by tangible parameters linked to rising individuality – looks, managing health conditions, and entertainment there is a segment of the population who genuinely believes on the positive impact of following holistic wellness that brings out longevity in their lives, changes the quality of their life and maintains the vitals important for staying healthy.

Also Read: The Tug Of War Between Indian Culture & Western Influence: Navigating The Past, Present, & Future

eCommerce is playing a major role in delivering wellness products and services. There has been rise of many wellness companies which have been trying and delivery their best. In the 21st century, this has been a relatively easier task for the companies with the help of new-age technologies which help to assist the wellness professionals and innovators. These technology includes wellness products such as health apps, fitness clothes and other wearables, to gym equipments.

But, we must find a good balance to use these technologies to their utmost level along with adding wellness products to it. The partnership between wellness and technology can help us achieve that perfect holistic and healthy lifestyle. Wellness industry have transformed itself in the last few years. By introducing new technologies and applications that provides a better customised experience and has transformed wellness to the global consumers.

 Wellness has different unique category that it serves such as Health, Fitness, Nutritious Needs, Mindfulness

When it comes to health, consumers are spending a lot of their energy on finding convinient, good quality and affordable healthcare access. To get access to better healthcare, many consumers are willing to pay heavy amount of money on health products post Covid-19.

Because, healthcare has become relatively more consumer-oriented, this will also help to increase the healthcare touchpoints to modify their products according to patient behaviour and will keep on improving their outcomes.

The future of fitness also depends on the upcoming innovations and the visionary path. It takes where gradual immediate customer needs will be met with the help of different modern solutions. It depends totally on the technology and related innovations and their usefulness. The immersive and cutting-edge experience received to the consumers. Along with optimal technology will decide the aptness of the fitness industry.

Fitness softwares along with fitness wearables work as a more engaging experience for the consumer to keep on exercising and completing their targets.

After health and fitness, nutrition plays a huge role in the future of wellness industry. Since the pandemic, there has been an escalation in the requirement towards nutrition and this has resulted in more and more people being interested in achieving wellness through proper nutritious diet. Many products are being made by the industrialists to provide a better engaging experience to their customers in terms of food. For example, protein powder in chocolate flavour will help to increase their protein intake willingly once it satisfies their tastebuds. Starting from staple food items such as rice, flours, vegetable oils, coffee, heathy and tasty snacking options, all are available with healthier options so that a person doesn’t have to compromise on their everyday food options in order to stay healthy.

Also Read: “Create Real Magic”: Coca-Cola partners with OpenAI to transform digital artwork with AI tools

Technology will also play a huge role to intensify the food needs of consumers. Companies will have a better source to track their food and its journey. It can change the way people think about food and their relationship with it. Awareness can be spread a lot more by AI which can show the diseases and health hazards individuals may face if they do not shift to better and healthier food options. A fulfilling nutrition will help in different ways to achieve our targeted health’s.

Wellness as a Standard Feature: The Future of Products and Services

Since the pandemic hit, people have become a lot more aware of their mental and health and it’s deterioration. While sitting at the enclosed space of our homes. We have witnessed the changed in moods and behaviours of us and our closed ones. This made people realise the importance of mental well-being. How it can be achieved through the help of meditation, yogas and other mindfulness exercises. Different mental health virtual platforms and apps have come to existence where artificial intelligence is helping us to get care that we need.

Every product or service that will emerge in the upcoming future will serve some and have wellness as a standard feature. Wellness will act as a pillar around which everything will design itself. Since people’s minds have shifted towards achieving better wellbeing and wellness. Keeping aside their extremely stressful and busy lifestyle. New products and services will keep on emerging to provide better care to their needs.

E-commerce platforms have helped consumers to easily search the product and place. An order within a few minutes and not go from store to store. In order to look for the right product. A consumer can easily check the comments to understand the reviews other people have for the product. They can also do price comparison and product comparison very easily using the internet. The increased consumer review related to products has given clarity for the brands. To improve and innovate their products related to the consumers demands.

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With over 2 million posts on personal branding on just Instagram itself, this term has quickly become a buzzword especially in corporate. However, the most common question I get from my clients is, what exactly should I focus on when it comes to my own personal brand?

Personal branding is rather fluid so it should not stay stagnant at all. So in today’s ever-changing world, it only makes sense that your brand follows through with what’s relevant.

The top 3 personal branding trends I foresee in 2023 in no particular order starting with trend number 1: PSI , which stands for Para social interaction.

This trend is particularly relevant for those of you who are actively building your brand online.

What is PSI? It refers to a psychological relationship experienced by the audience towards someone they follow on social media platforms.

When your online persona is vulnerable, authentic and your audience feel like your content is speaking to them on a very personal level, you become the top of mind for them when your service is required.

So when you write content on social media or when you speak in public, be sure to sprinkle in your own personal stories in there. Be candid in sharing your journey instead of only sharing your success. Of course the caveat here is to be intentional when you share these stories. Make sure these stories are not just on brand for you, but also are able to add value to the lives of your audience.

The key is : you want to aim to be relatable, not aspirational

The second trend I foresee in 2023 is to humanize your company brand. This means you need to ensure the people in the organization are able to carry the company’s brand.

Most times what I observe is perhaps the leader is very much on brand but the associates aren’t. The dissonance of employee brand can be harmful to the company’s reputation.

Take for example one of our clients who is a reputable government agency here in Malaysia. The CEO has such an amazing brand presence however when the senior staffs of the agency needed to represent him in events, people often mistake them for either being juniors or were not able to relate that they came from that agency. After going through an intensive program in shaping the team in the 4 key pillars of branding, their brand was more cohesive and that reflected positively on the organization.

An outsider’s perception to the brand is very much dependent on their experiences with the people in the organization itself so this year start investing in branding your people!

The last trend of 2023 is on purposeful branding. What is the cause you are trying to advocate here that shapes your brand?

Now don’t get me wrong. This does not mean that you need to have a CSR element to your personal brand. It’s great if you do, but it’s totally fine if you don’t.

What purposeful branding means here is, is there a big WHY behind who you are and what you do.

Recently we are seeing a trend where audience resonate more with people who’s brand strategy has a consistent cause or purpose they are trying to advocate.

In my case, the big why behind my brand is that I am passionate in helping professionals match their substance to their perception so that they can achieve the success they deserve. This stems from my 10-year corporate stint, seeing how so many people are being missed out because they were not strategically visible.

Key takeaway here is is: Don’t brand yourself just to be popular because that fizzles out very quickly. Practice purposeful branding to create longevity in your brand.

Hope these tips provide good insights for you in your journey of discovering your own brand identity!

The post Top 3 Personal Branding Trends In 2023 appeared first on Marketing In Asia.

Also Read: Climate Tech Startup Asuene Raises $22.8 Million in Series B Funding Round

NoBroker does business in six cities right now: Bengaluru, Chennai, Delhi-NCR, Hyderabad, Mumbai, and Pune. Reports say that the company said the money would help it get more customers in both existing and new cities. Use technology to make the whole real estate process easier. Amit Agarwal and Akhil Gupta, the co-founders, expressed their excitement about working with Google to develop products and solutions. That will make it easier for users to find homes and live in them. The previous funding round for NoBroker saw the company bring in $210 million in November 2021. With this new money from Google and other investors. NoBroker will be able to strengthen its position as India’s leading provider of technology related to real estate.

The post NoBroker Raises $5 Million in Series E Funding Round with Google Joining as Investor appeared first on Marketing In Asia.

The genome test could lead to a gold mine of biological information that will help India, which has the most people in the world, make drugs and find ways to prevent diseases. It fits with Ambani’s plans to explore more data as he moves his $192 billion empire away from refining and towards consumer and digital services. According to a report from Allied Market Research, the global market for genetic testing was estimated to be worth $12.7 billion in 2019 and is projected to reach $21.3 billion by 2027.

Ambani uses the low price of the genome testing service as a way to get more people to use it and make a business out of preventive health care that will last. The aggressive strategy is similar to the ones Reliance used when it got into the retail business in 2006 and the telecommunications business in 2016. In both cases, it wiped out competitors and became the market leader.

Also Read: Asian Markets Rise as Chinese Factory Activity Hits Decade High

But in a market like India, where people still don’t know much about these services and their benefits. Low prices might not be enough to attract customers. Even though Reliance’s price of $145 is less than that of its international competitors, it is still expensive for the average Indian consumer, since nearly two-thirds of the country lives on less than $2 per day. Reliance can use its digital services and recent e-commerce purchases to promote its genome testing product. It needs blood samples taken at home. In the next few weeks, Reliance will aggressively market the test on its MyJio app to its 425 million wireless subscribers. As well as to users of the health app JioHealthHub and the recently bought online pharmacy Netmeds. Currently, a small group of early testers is piloting the test.

While tracking ancestry or traits like athletic prowess, hair texture, and propensity for obesity have garnered a lot of consumer interest in the US. The longer-term business model of these services is centered on preventive healthcare. Global pharmaceutical companies may be able to create new drugs. As well as learn how to better target current therapies with more genomic data. This could be especially helpful in genetically under-mapped India. For instance, in establishing a genetic connection to some of the diseases that are more prevalent there. However, the goals of Reliance and other genetic testing businesses have yet to be realized anywhere. And pioneers like 23andMe are currently under regulatory scrutiny.

Also Read: Non-GAAP Accounting: The Misleading Financial Metrics Used By Companies

In 2013, the US Food and Drug Administration conducted a two-year review process on the company. As a result it was prohibited from making any health related claims. 2015 saw the regulator approve 23andMe’s request to offer medical testing. India has still not established regulatory standards for genetic tests. Despite Strand’s assurance that it would take the most recent scientific research into account when interpreting the test results. It will be the business’s first offering in a complex and rapidly evolving scientific field.

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What is Non-GAAP Accounting?

Non-GAAP accounting refers to a set of financial metrics that companies use to report their earnings and profitability, which do not follow Generally Accepted Accounting Principles (GAAP) principles. The usage of non-GAAP metrics can make the company’s financials appear better than they actually are, leading to inflated stock prices and overvalued companies. Such metrics are designed to exclude certain expenses and items that are deemed to be non-recurring or irrelevant to the company’s core operations. However, the implications of using non-GAAP metrics go beyond misleading investors.

One notable example of non-GAAP accounting is WeWork’s co-founder and CEO Adam Neumann’s use of the metric “Community-adjusted EBITDA” in the bond-offering document released in April 2018, which reported earnings of $233 million.

Valeant Pharmaceuticals released its financial numbers in 2015. It is said that the company has been using non-GAAP metrics for years. While the company reportedly had a GAAP loss of $291.7 million, it reported an “adjusted” non-GAAP profit of $2.84 billion.

In the same year, another US company, online lender LendingClub, reported a GAAP loss of $5 million but a non-GAAP net income of $56.8 million.

Indian companies are also adopting non-GAAP accounting to report their financial numbers. For example, in February 2022, online food delivery firm Zomato turned “adjusted EBITDA positive” for the month of January. Paytm also recently reported its first adjusted EBITDA positive quarter. Edtech firm Byju’s reportedly adopted a new revenue recognition norm while reporting its last financial numbers after a delay of 18 months. While 40 percent of its revenue in FY21 was deferred to subsequent years, the net loss reportedly widened to Rs4,588.75 crore for FY21 from a comprehensive loss of Rs231.69 crore in FY20.

Non-GAAP Reporting: The Gray Areas

In the past few years, non-GAAP accounting has become more popular among companies. Many use these metrics to show their financial performance in a better light. One grey area in non-GAAP reporting is the exclusion of certain expenses and items that are deemed non-recurring or irrelevant to the company’s core operations. For example, Valeant Pharmaceuticals stripped out amortisation of intangible assets, acquisition costs, and other expenses to arrive at the adjusted profit number.

Another grey area is the lack of standardisation in non-GAAP accounting, which can lead to inconsistencies in financial reporting and make it difficult to compare companies in the same industry. For instance, WeWork’s “Community-adjusted EBITDA” metric measured net income before interest, taxes, depreciation, and amortisation, as well as “building- and community-level operating expenses,” which reportedly included rent, tenancy expenses, utilities, internet, salaries of building staff, and the cost of building amenities. This non-standard metric made it challenging for investors and analysts to compare WeWork’s financial performance with that of its peers.

Implications of using non-GAAP metrics

The implications of using non-GAAP metrics go beyond misleading investors. It can also create confusion and inconsistency in financial reporting, making it difficult to compare companies in the same industry.

Moreover, non-GAAP accounting can be used to manipulate earnings and hide unfavourable financial results. By excluding certain expenses or items from their financial reports, companies can make their earnings look better than they actually are, leading to inflated stock prices and overvalued companies.

How is India addressing the challenge?

Today, India is a hotbed of startups. Therefore, it is crucial to shield the Indian startup ecosystem from such malpractices. In recent years, Indian regulators have taken steps to combat the use of non-GAAP accounting practises by companies. In 2016, the Securities and Exchange Board of India (SEBI) issued guidelines for the use of non-GAAP measures in financial reporting, mandating that companies provide a reconciliation of non-GAAP measures to their corresponding GAAP measures. The guidelines also require companies to disclose the rationale for using non-GAAP measures and explain how they are useful to investors.

Also, the Institute of Chartered Accountants of India (ICAI) has given advice on how to use non-GAAP measures, stressing how important it is for financial reporting to be clear and consistent. The ICAI has also asked for more oversight of non-GAAP measures by regulators to make sure they aren’t used to trick investors.

Also, the Ministry of Corporate Affairs (MCA) has taken steps to make financial reporting in India more open and trustworthy. The MCA put out a new auditing standard in 2020 called SA 720. This standard says that auditors must report on key audit matters (KAMs) that are important to investors. KAMs are things that auditors need to pay a lot of attention to, like areas with a high financial risk or complicated accounting issues.

Also read: The Booming Indian Startup Industry: A Bright Future Ahead

In response to the growing use of non-GAAP accounting, the US Securities and Exchange Commission (SEC) has taken steps to regulate its usage. In 2016, the SEC came out with new rules that say companies have to give more information about their non-GAAP metrics and explain how they fit in with their GAAP results. Companies must also explain why they think the non-GAAP metric gives investors useful information and how it differs from the GAAP metric.

Even though non-GAAP accounting is not against the law, companies should be honest about how their finances are doing and give investors a clear picture of how they are doing. Before investing, investors and analysts need to look closely at non-GAAP metrics and understand what they mean. Standardising non-GAAP accounting would also help to make financial reporting more clear and consistent.

The post Non-GAAP Accounting: The Misleading Financial Metrics Used By Companies appeared first on Marketing In Asia.

The collaboration demonstrates LG’s dedication to enhancing consumers’ lifestyles through cutting-edge products and technologies. The slogan of LG, “Live Smarter, Go Higher,” highlights the significance of leading a fulfilling life. The collaboration with Lee aims to spread awareness of this idea by encouraging customers to lead healthy and hygienic lifestyles. Lee is the perfect brand ambassador because the company’s emphasis on convenience, health, and cleanliness aligns with his personal principles. With LG’s help, Lee will be able to live the lifestyle he chooses, which will undoubtedly improve his professional life as well. Lee expressed his gratitude and honour at the opportunity. His function as a member of the larger LG family is crucial to the ideals of the company. Along with this collaboration, LG Electronics unveiled LG Art Lab, its very own non-fungible token (NFT) platform, last year.

Also Read: Facebook and Instagram Introduce Verification Subscription in Australia and New Zealand

Through LG TVs running webOS 5.0 or later, the platform enables users to buy, sell, and enjoy high-quality digital artwork. The platform also has the LG Art Lab Drops feature, which provides artist bios and sneak peeks at upcoming works. Users will never miss an opportunity to purchase a recently dropped NFT thanks to the real-time Live Drops countdown. Finally, the collaboration between LG Electronics Malaysia and Lee Zii Jia demonstrates a dedication to advancing a practical and healthy way of life through cutting-edge technology and creative goods. Lee’s personal values and the significance of leading a quality life are in line with LG’s product line, which places a strong emphasis on health, hygiene, and convenience.

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How the new security system operates:

The new system looks at both the details of the fingerprint and an image of the finger to see if it is still alive. The team created it internally using machine learning and artificial intelligence methods. The two-factor, authentication reduces the likelihood of spoofing attempts by adding additional checks to verify the authenticity (liveness) of the fingerprint captured.

Benefits:

Transactions involving Aadhaar authentication are more secure thanks to the new security mechanism. They anticipate that the system will discourage dishonest actions by underhanded individuals and help those at the base of the pyramid.

Engagement of UIDAI with partners and user agencies:

UIDAI worked with authentication user agencies (AUAs) to show them what was good about the new system. The UIDAI head office and its regional offices are in touch with all parties to help any user agency that hasn’t already switched to the new secure authentication mode do so as soon as possible.

Adoption and use of Aadhaar-based authentication transactions:

Authentication transactions based on Aadhaar are becoming more popular because they make it easier to get welfare benefits and services. By the end of December 2022, the number of Aadhaar authentication transactions had reached 88.29 billion. Which is about 70 million per day. Most of them use fingerprint authentication, which shows how common and useful it is in everyday life.

Also Read: Women’s Premier League Secures Major Partnerships Ahead of Inaugural Season

The new security system for Aadhaar-based fingerprint authentication from UIDAI. It is a big step forward that will make transactions safer and catch people trying to fake their identity. The bottom of the pyramid will benefit from the new system. It is expected that the banking and financial, telecom, and government sectors will significantly impact. UIDAI’s engagement with user agencies and partners has facilitated the rollout of the new security system.

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The Tata WPL’s first season is set to begin on March 4 and end on March 26 in 2023. Rajiv Sabharwal, who is the Managing Director and CEO of Tata Capital. Talked about how excited he was about the partnership with the Women’s Premier League. He went on to say that the partnership between the WPL and the BCCI would help to promote women’s cricket. Get the best players to join. Women’s sports are becoming more and more popular in India.

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Jay Shah, who is the secretary of the BCCI, was also happy about the new partnerships. He said that the fact that the competition was getting more and more popular. Showed that it was good, and that fans and stakeholders could expect it to do well. He continued by saying that the league would give players plenty of chances to show off their abilities. The partnerships that the BCCI was able to make will help promote and grow women’s cricket in India. Bring in more players, and show off the skills of its female cricketers. We are eager to see what the future holds for women’s cricket in India. After the WPL, which looks to be an exciting event.

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For the first time since its IPO in 2014, the company failed to report revenue growth by the April–June quarter of 2022. Alibaba was under less regulatory pressure in China last year, but it still had to contend with fierce rivalry from businesses like JD.com Inc., Pinduoduo Inc., and ByteDance Ltd. Alibaba, however, stands to benefit from China’s economy opening up. Chairman and CEO Daniel Zhang Yong chose the word “jin,” which means leaping forward or seeking progress, as the theme for 2023 in his message to employees. Despite the promising outlook, experts contend that JD.com and other long-standing competitors, as well as short video platforms like Douyin, continue to pose a serious threat.

Also Read: DHL Supply Chain Appoints Andries Retief as CEO for South East Asia

The business is additionally having trouble breaking into foreign markets. The Chinese regulatory environment is also difficult because the Chinese government has previously shown a willingness to interfere with Alibaba’s operations. If Beijing forced Alibaba to sell off Ant Group, which owns the mobile payment system Alipay, that would be a very bad thing. Finally, the reopening of China’s economy may act as a potent catalyst to free up latent demand for Alibaba’s struggling e-commerce division. While Alibaba’s glory days, when it could report revenue growth above 30%, may not be back anytime soon, the company is hoping to make a big move and change the course of things in 2023.

The post The Rise and Fall of Alibaba: Can the Reopening of China Lead to a Turnaround? appeared first on Marketing In Asia.

Given the challenges posed by cyber risks to businesses, leaders are increasing investments in acquiring robust cybersecurity capabilities. The cybersecurity landscape is also evolving as organizations constantly re-evaluate their security strategies to stay ahead of adversaries. As we move into 2023, many cybersecurity trends will continue to gain prominence while new ones emerge.

Here are some top trends that will define the opportunities and challenges in cybersecurity in 2023.

Spending on cybersecurity will increase.

Cybersecurity concerns moved from the confines of IT rooms to corporate boardrooms, increasing cybersecurity spending. In 2021, organizations spent around $150 billion globally on cybersecurity. In addition, Gartner predicts that spending on information security and risk management will grow to over $188 billion in 2023.

Also Read: Malaysia Plans To Amend Act 588 To Address “Unethical Journalism

AI for cybersecurity will grow

The growing number and complexity of cyber incidents make it impossible for human experts to handle them independently. As a result, organizations are turning to Artificial Intelligence (AI) for help. AI is considered more effective in thwarting cyber incidents by monitoring large amounts of moving data in real-time. 

According to IBM, companies with AI and automation capabilities can identify data breaches faster and save an average of $3 million. In 2023, we can expect more companies to invest in AI-powered cybersecurity products, which are predicted to be worth $46.3 billion by 2027. 

Cybersecurity will become a leadership issue

Cyber risks emerged as the most significant issue in realizing business goals, thus making cybersecurity a pressing challenge for leaders. It is no longer the responsibility of a particular department or a group of people in an organization. 

More companies now see cybersecurity as a business risk rather than a solely technical IT problem. Therefore, a shift in formal accountability for treating cyber incidents is expected. 

According to Gartner, 50% of C-level executives are expected to have performance requirements related to risk built into their employment contracts by 2026, while 70% of CEOs are expected to mandate a culture of organizational resilience to survive such events. 

Cloud security to be in focus

As businesses increasingly move to the cloud to unlock new growth opportunities, cloud security will become more crucial than ever. Large companies are already investing in cloud security to ensure safety and seamlessness across their operations. The revenue of the cloud security sub-segment is projected to reach $1.92 billion in 2023, while the average spend per employee is likely to reach $92.78 this year. 

The ransomware ecosystem will evolve

As businesses struggled to adapt to the new work-from-home issues, the past two years saw an increase in ransomware concerns. The year 2022 was extremely bad since ransomware affected 70% of enterprises. Additionally, the likelihood of a global recession in 2023 makes a rise in ransomware outbreaks likely.

More legislation to regulate ransomware payments will emerge

A study claimed that in 2021 countries would have laws governing ransomware negotiations, payments, and fines. By 2025, 30% of nations will, according to Gartner, have similar laws. As ransomware activities increase in 2023, we can anticipate more decisive government action in this sector.

Small businesses will invest more in cybersecurity

Small businesses are more vulnerable to cyber risks as they have few resources to implement countermeasures. In addition, the economic downturn of 2022 made many small businesses more cash-strapped. However, given the importance of cybersecurity for companies and earning customer trust, small businesses are expected to drive more resources for proper security measures. The cybersecurity industry will develop new models to support businesses. For example, Arete recently announced a program that will enhance organizations’ security posture and minimize the impact of potential cyberattacks through an incident response retainer program. This program will help reduce the impact of cyber risks on businesses. The idea is to help SMBs assess their current cyber risk infrastructure in line with the changing security landscape and provide expert guidance through the journey to meet industry and regulatory requirements.  

Bottomline

Cybersecurity is a dynamic area in which threat actors continue to evolve their methods to exploit any loophole successfully. But on the other hand, the cybersecurity industry and organizations are investing more time and resources in finding new means to tame the challenge. 

In the future, the success of a business enterprise, irrespective of the size, will depend on how well it can eliminate risks, plug loopholes and build an ecosystem of resilience to take on any unexpected cyber incident. While it will be interesting to watch how the global economy unfolds in 2023, companies prioritizing cybersecurity will stand a better chance of surviving any disruption caused by evolving threat actors.

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Advertising Educational Foundation’s 2006 study revealed that traditional male advertising often portrayed men as “powerful, strong, virile, athletic, and competitive.” Center of Media Literacy also points out that advertising archetypes present men as “in charge,” “self-contained,” and often “alone.” Men shown with other men are often depicted as aggressive, while men shown with women are expected to be dominant. While conversations around toxic masculinity have become more prominent, it is important to consider how male representation in ads has evolved.

In Asia, traditional masculine roles are still prevalent in ads, with men often depicted as breadwinners or key decision makers on “serious” products such as cars, gadgets, and finances. On the other hand, ads for leisure and entertainment often portray men in “boys-will-be-boys” scenarios, like watching football together or bingeing on fast food. While there have been some opportunities for brands to delve deeper into modern masculinity, it is still rare to see non-traditional portrayals of men in advertising.

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The ideal male body image perpetuated by the media is often that of a well-groomed man with fair “Pan Asian” complexion, defined muscles, and chiseled abs. Unfortunately, characteristics that fall outside this definition, such as plus-sized males or feminine mannerisms, are still used as comic reliefs. Men are also not generally cast in roles that require vulnerability, perpetuating the pressure for men to appear “emotionally strong” while burying their struggles with mental health.

While some progress is being made, men are still not often depicted in domestic roles outside of festive seasons. However, social media and influencer marketing are leading to a shift in representation, with more gender-fluid or non-binary influencers being featured.

For example, Indian, Indonesian and Thai male influencers are doing makeup and skincare tutorials, breaking traditional gender stereotypes.

Examples of progressive advertisements 

1. AIA Malaysia – “A Spicy Chinese New Year”

This commercial features a humorous father trying his hand at preparing a family reunion meal, demonstrating the male protagonist’s increased participation in household chores.

2. Vicks Philippines: “Touch of Care”

The commercial shows how a man, who has lost his way of life is ‘brought back to life’ by his adopted son. The ad film highlights how, despite being a single parent, the man is determined to do right by the child.

3. PETRONAS – “Boyz in Da Hood”

In the commercial, an Indian man’s grandma scolds him for acting too manly.

4. Fortune Foods – “Ghar Ka Khana”

This ad campaign features men who are cooking and taking care of their families. It encourages men to be equal partners in household chores and break the stereotype that cooking is only a woman’s job.

5. Ariel India – #ShareTheLoad campaign,

Men are encouraged to treat women with respect and “share the load” at home through this advertisement.

6. Gillette – “We Believe: The Best Men Can Be”

This ad campaign features men who are taking a stand against toxic masculinity and challenging traditional gender roles.

7. Calm Collective – “Deal with It”

This ad is an attempt to combat the stereotype that men should be able to “tough it out” while facing mental health challenges and the belief that doing so is the manly thing to do.

8. Manyavar – “Naye Vaade”

This ad for Manyavar, a traditional Indian clothing brand, features Indian cricket star Virat Kohli in a non-traditional role as a doting husband. The ad challenges the stereotype of men as distant and uninvolved in their relationships, and promotes a more involved and affectionate version of masculinity.

9. Raymond – “The Complete Man”

This classic ad for Raymond portrays men as multifaceted beings who are capable of balancing multiple roles and responsibilities. The ad challenges the stereotype of men as one-dimensional breadwinners, and promotes a more nuanced and well-rounded version of masculinity.

While we are progressing, there is still much left in terms of male representation in advertising. Therefore, brands need to continue to challenge traditional gender roles and expand their representation of diverse male body types and roles. Social media and influencer marketing are already playing a significant role in the shift towards a more diverse and inclusive representation of men, and it is important for brands to follow suit.

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The well-known instant noodle company Maggi recently debuted a new advertising campaign with the slogan “Khao to Maggi Noodles Khao.” This advertising campaign aims to highlight the brand’s devoted Uttar Pradesh and Bihar consumers, who are responsible for making Maggi a household name. The marketing campaign focuses on the first-hand accounts of Maggi customers. From a number of UP and Bihar districts, including Gazipur, Jaunpur, Nalanda, and Nawada. These customers describe how Maggi has, over the years, become a reliable, high-quality, and enjoyable product in their lives.

According to Rajat Jain, Head of Foods Business at Nestlé India, the campaign honors Maggi’s devoted consumers, who have significantly contributed to the success of the brand. “Our customers continue to be our true allies, and the brand story would not exist without their support and confidence. It is our honor to use this campaign to share that love. “Who better than them to represent what Maggi Noodles is known for in our advertising campaign?” Jain said. Print, out-of-home, and social media. The “Khao to Maggi Noodles Khao” campaign will use all the marketing channels.   A distinctive and captivating component of the campaign. The campaign will show actual customers narrating the brand story.

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The new advertising campaign is a fantastic way to show off the relationships of love and trust. It has developed with its clients over time. Real consumer stories will help the brand establish a stronger connection. With its audience and drive home the point that Maggi is more than just a product— It’s part of their everyday lives. With this intriguing new campaign, It has something special in store for its customers, and we can’t wait to see it!

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Customers can shop by size, receive curated expert advice on the newest trends, and find the best deals on their favorite brands all in one place thanks to the store experience. From February 22 to February 26, 2023, Amazon Fashion will host its first plus-size shopping event to commemorate the opening of The Plus Shop. The most popular collection of plus-size clothing in India, including Biba, Bigbanana, Pluss, Allen Solly, NYKD, and the United States Polo Association, will be offered at a minimum of 50% off on Amazon Fashion.

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Director and Head of Amazon Fashion India, Saurabh Srivastava, expressed enthusiasm for the launch, saying. “In India, the plus-size market is developing quickly. In order to serve the needs of our multicultural customer base, we want to bring an inclusive perspective to fashion. The opening of “The Plus Shop” as a one-stop shop for all over-size clothing requirements. We hope to provide a comprehensive shopping experience at a great price and convenience.” The opening of The Plus Shop is a positive step in the direction of encouraging inclusivity. And body positivity in the fashion industry.

For plus-size customers, who frequently struggle to find trendy, fashionable clothing that fits well. It provides a wide range of options. We’re looking forward to exploring what this new location has to offer as Amazon Fashion. It aims to make shopping for big-size clothing convenient and enjoyable with The Plus Shop.

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