2021 was a year of innovative and one-of-a-kind product launches amid brands responding to the highly-fluid times that we have now; through it all, it’s ADA, the marketing company that delivers data and AI-driven solutions in Asia, that emerges as our Product Launch of The Year for introducing its end-to-end solution for eCommerce this year.
The company launched the solution in March 2021 – a time where brands are cementing their resolve that the way to win the consumer this pandemic is to elevate their presence in eCommerce.
Since launching the solution, ADA has made significant strides such as merging with eCommerce enabler Awake Asia and announcing its new regional head of eCommerce.
We caught up with Srinivas Gattamneni, ADA’s CEO, who shared with us what ultimately made them put up the new solution and the changes that have occurred in the offering since the merger. Gattamneni also imparts his top three pieces of advice for brands to stay ahead of the eCommerce game in 2022.
What made you establish the new end-to-end eCommerce solution?
Since our founding, ADA’s focus has been to drive real business impact through outcome-oriented solutions and digital marketing transformation. When it comes to eCommerce, we noticed that the consumer-packaged goods (CPG) sector typically operated in silos especially with media, creative, and analytics. But to drive real business impact, integration is key. We saw that as an opportunity for ADA to acquire eCommerce enabling capabilities and offer an end-to-end solution that combines analytics, technology, media, and creative.
Of course, COVID-19 was a big factor that expanded our serviceable obtainable market. While the adoption of digital solutions started prior to the pandemic, we observed a drastic boost in online shopping demand for segments such as groceries and home goods throughout these past two years, which is likely to persist.
You have merged with e-commerce enabler Awake Asia shortly after you launched the solution. What has changed in your services since then?
The merger with Awake Asia has allowed us to expand our eCommerce solutions across all 10 markets in South and Southeast Asia. We’ve since launched our Digital Shelf tool for eCommerce insights and integrated analytics, built a regional Content House to do creative at scale, expanded our ecosystem with platforms such as Shopify and Magento, and signed strategic partnerships with brands like TikTok to expand our eCommerce offerings.
Today, our team serves countless brands from a wide range of industries, addressing different business challenges through data-driven solutions. I’m proud to highlight that our work has been recognized by The APPIES Malaysia. With our eCommerce revenue doubling year-on-year, we’re optimistic the new year will bring even more opportunities to seek innovative solutions for clients.
Your markets expand Southeast Asia and South Asia; what has been the most challenging market in helping to elevate in eCommerce?
All of ADA’s markets are growing at a heightened rate thanks to the continued uptake of digital commerce. The challenge will be to stay ahead of the curve to deliver the best end-to-end eCommerce solutions for our clients.
How do you think brands’ demands for eCommerce will evolve as we move forward in 2022?
Efficiency becomes critical in a year when growth is leveling off. The big question for 2022 is how to optimize from the top to the bottom of the customer funnel as eCommerce growth normalizes. Brands will also need to take another look at their operating models, warehouse logistics, share of wallet, and platforms, and consider how they should invest in marketplaces, Brand.com, and social commerce.
As a TikTok Marketing Partner, we’re riding the wave of social commerce through TikTok’s efforts in Indonesia. With brands increasingly buying into social commerce, we expect the growth curve to steepen over the next 6-12 months. Beyond that, brands are looking into the metaverse. Whether it’s VR shopping, minting an NFT for Roblox or Meta, or transacting in cryptocurrency, the possibilities of this new realm are endless – and I look forward to seeing how the region transforms.
What are your tips for brands in order to win in e-commerce in 2022?
Three things: efficiency, agility, and falling in front of new trends.
First, be efficient with your resources and invest in what gives you the best return, whether it’s your marketing campaigns, strategic partnerships, or the various eCommerce platforms. Automation is also key to optimizing your eCommerce operations in areas including content production, customer service, and fulfillment.
Next, be agile in the face of an ever-changing market. The COVID-19 pandemic has shown us that the market can change at the flip of a switch, so brands must be able to adapt and pivot.
Lastly, it’s always better to fall in front than to fall behind when it comes to emerging trends such as social commerce and the metaverse. Stay in the know and dare to experiment while everyone else is still figuring it out.
This recognition is based on the results of Google Analytics on the most-read stories of 2021 with editorial validation on the significance of a leader’s contribution, campaigns results, and overall impact.
