Singapore – To usher in the brand new year, Shopee, the leading e-commerce giant in Southeast Asia, has once again held its Shopee Brands Summit for 2022 to look back at the past year’s performance and most importantly unveil its line-up of new initiatives and plans to deliver better business to brands and also greater experience for customers for the new year.
A trademark program in the summit is its yearly Shopee Brands Awards to celebrate brands’ milestones and achievements on the platform and recognize those that have exemplified outstanding marketing and commercial performance for the full previous year.
Just like in last year, recognitions were categorized according to each specific product area such as FMCG, beauty, electronics, and fashion & lifestyle. However, the difference is, last year’s awards were focused on who’s delivering the fastest growth, whereas 2022’s recognitions were made to identify brands that have had the best mega campaigns in 2021.
Amorepacific, which inked a partnership with Shopee in early 2021 to boost its regional reach, makes a comeback to be named with the Best Consumer Engagement. In 2021, it was named as the Fastest Growing Beauty Brand.
Other brands that returned to Shopee’s Brands Awards were L’Oréal, Samsung, Adidas, Xiaomi, and Procter & Gamble, and Reckitt. This year, Shopee also introduced new awards, moving beyond just recognizing the merchants but also awarding the top third-party e-commerce enablers in the platform.
Here is the full list for 2022:
Award Title
Winner
Best Customer Engagement
Amorepacific
Best Product Launch
Samsung
Best Brand Launch: Premium
Shiseido Prestige
Best Performing Mega Campaign: FMCG
Abbott
Best Performing Mega Campaign: Beauty
L’Oréal CPD
Best Performing Mega Campaign: Electronics
Xiaomi
Best Performing Mega Campaign: Fashion & Lifestyle
Adidas
Best in Integrated Marketing
Procter & Gamble
Best in Always-on Marketing
Reckitt
Best Performing Enabler – Most Premium Certifications
Jet Commerce
Best Performing Enabler – Most Certifications
Intrepid
During the Brands Summit, Shopee revealed some of the new initiatives it has for brands this 2022 which include strengthening its premium platform, Shopee Premium, for luxury brands via launching four new Shopee Premium regional campaigns this year. Shopee also shared, among others, that it will be launching a new sampling channel to help brands in the FMCG, Beauty and Toys, Kids, and Babies categories attract new shoppers.
Singapore – Shopee has once again unveiled in its inaugural Shopee Brands Summit the list of new initiatives it has in store for brands this 2022. Last year, the platform launched the ‘Regional Champion Brands Program’, a by-invite program that will comprise 16 brands that will receive priority support from Shopee. This year, Shopee announced exciting new features and programs including enhancing its partnership with premium brands where four new regional campaigns are slated to boost the presence of premium brands on the platform.
According to Shopee, it experienced a strong growth momentum on its Shopee Mall in 2021, where the majority of Shopee’s brand partners more than doubled their Gross Merchandise Value (GMV) year on year as they adapted to major shifts in the retail landscape.
Shopee also said that Shopee Mall saw an eightfold increase in the number of users shopping online at least once a month during the last two years of the pandemic. With the new initiatives, the e-commerce platform wanted to help more businesses capture this growing base of new and existing digital consumers.
First off, Shopee revealed that it will be introducing a new kind of mega shopping event in March to deliver greater excitement and deals for shoppers in the first half of the year. On the four new Shopee Premium regional campaigns, meanwhile, the campaigns were put in place to help premium brands cater to the increasing demand for premium and luxury products online.
Moreover, Shopee will be driving higher business performance with innovative solutions, including Facebook Ads on Seller Center, which enables sellers to create and manage campaigns easily and quickly, and a new Shopee Display ads, which allows brands to purchase new homepage banner display ads to showcase their campaigns. There will also be a new Customer Intelligence dashboard where brands can now access more insights on shopper demographics and segmentation.
And lastly, the platform will also be elevating brand experiences with upgraded engagement tools and features like a new sampling channel and the Shopee BeautyCam. The new sampling channel will allow consumers to try products before purchasing online, while Shopee BeautyCam is an AR-enabled makeup try-on tool with new functions such as more color shades and filters.
Shopee will also be launching Shopee Mall Brand Memberships, a tool that enables integration of the online and offline CRM program for brands, and an enhanced Shopee Live, which now uses AI to recommend more personalized live stream content and deals based on shopping behavior and user interests.
Terence Pang, Shopee’s chief operating officer, shared that as retail becomes hyper-digital and shopping online becomes integral to people’s lives, they believe that there is huge room for growth in SEA.
“By working together with our brand partners, we will continue to expand and enhance Shopee Mall to serve more customers and scale to greater heights. I would like to congratulate our partners for their achievements last year, and look forward to creating better brand experiences for our users in the year ahead,” said Pang.
In the event, Shopee has also unveiled the five brand partners who made it to the 2021-launched ‘Shopee 100 Million Dollar Club’ which are L’Oreal Group, Oppo, and realme, as well as Samsung and Xiaomi.
The exclusive program awards US$100m-valued brands with bonus perks, including a dedicated regional brand campaign. Following the success, Shopee said it will continue to support the 20 brand partners onboarded this year with priority access to new initiatives and campaigns that will deliver high business impact.
Over the past two years, the pandemic has transformed the consumer, the brand, and the advertiser. The absence of physical interactions created a ripple of massive changes that have either brought sectors down to their knees, or proved to be a boon for others.
If anything, the upcoming year is presenting a better promise for business as social restrictions further ease down and travel reopens. But despite this remains the challenge of unearthing and uncovering who the consumer will be – What will please him and what will fall off his radar?
MARKETECH APAC, the digital media who itself was born in the mid of the pandemic, aims to take the intimidation off the new year and instead help marketers focus on the potentials for innovation through the thought leadership series, ‘What’s NEXT’.
What’s NEXT is a collection of expert insights by marketing leaders which aims to present predictions and insights on forecasted trends in 2022 and help future-proof brands’ strategies coming into the new year.
“As a watchdog and a dedicated content hub for the industry, we know how fluid trends in this part of the world could be. Metaphorically speaking, we want to hold marketers’ hands and be with them as we step into a new chapter in this global situation, and see how the pandemic – now endemic – will change the way brands and consumers interact with each other,” said Shaina Teope, regional editor of MARKETECH APAC.
The series which ran from December 2021 to February 2022 gathered marketing leaders coming from different domains to present ideas on how to stay ahead of the marketing game this 2022.
Check out the full line-up of insights by marketing leaders under the series:
In the recent webinar by MARKETECH APAC on the future of digital marketing in the Philippines, AirAsia PH’s Head of Marketing Allenie Caccam; Anvey Factora, the head of marketing communications, e-commerce, and retail at Canon Philippines; and Mark De Joya, chief operating officer of Max’s Restaurant – all agreed on one personalization strategy that would remain constant in relevance no matter what the changes the new year will bring to the market and the consumer.
It’s now no question that any platform or tech that help push brands’ digitization further is worth being the centerpiece of brands’ marketing strategies. Don Lee, the managing director of CMS provider Magnolia for APAC dug a little deeper on how DXP, specifically a composable DXP, can best help brands not just adapt to the changes in the consumer today, but how such type of platform can
Travis Teo, executive director of adtech adzymic, shared the different possible hindrances that are keeping brands from providing optimum digital creatives – and deep dived on the root cause of all of them.
In this read, Shellie Vornhagen the CXO at CX platform Emplifi, enumerates the ways CX is going to transform itself as newer trends firm up in the market in 2022, such as social commerce, conversational chatbots, and most especially, metaverse.
In the pilot article under the series, we roped in Loyalty & Growth Leader Henry Christian to talk about how on-demand businesses, which has surged in need among consumers during the pandemic, can leverage their present demand to deliver highly-retaining and -converting loyalty programs.
Who better to share insights on forming the best content marketing strategy coming into 2022 than a marketing leader from leading Asian news publication South China Morning Post. Its Regional Sales Director for APAC Darryl Choo shared how brands can refresh their content marketing strategies, imparting helpful insights on how to successfully work from internal process to delivery.
We have become mobile-first even before the pandemic struck, but with stronger demand for fast and on-demand shopping experiences by the consumer, the mobile platform is now opening up more greenfield opportunities for brands to explore and innovate. Check out the thought leadership piece by Karam Malhotra, global VP at SHAREit Group.
When Google earlier announced that it will be phasing out cookies by 2022, the advertising community was brought to a standstill, suddenly overcome by the urgency to re-calibrate ad targeting strategies Then the community had some kind of dejavu when this was further delayed to 2023, providing a breather but at the same time asking of brands and advertisers to do better in their preparations. Let this insight on cookies by Cheetah Digital’s Billy Loizou, further add to your cognizance on dealing with a cookieless digital environment as there is no such thing as overpreparation.
David Harling, the managing director of MoneySmart, touches base on the state of growth marketing now that we are about to navigate a digital world without cookies. His top piece of advice – brands may want to lessen dependence on acquisition as this will start to cost more in the efforts to scale.
Metaverse is now taking the digital world by storm, and marketers are at a great position to leverage this platform to turbocharge brand engagement – but how does one start? Cheelip Ong, Lion & Lion’s regional chief creative officer, shared how metaverse can be the implementation ground for other emerging trends in marketing such as NFTs and gamification
Of course with the surge in digital activity this pandemic tags along the supercharged growth of digital finance. Superapps in SEA is leading the way with financial services, becoming the anchor by which consumers can have a brand as top-of-mind across all services. UM APAC’s Elizabeth Shie and Abygayle Brani share the ways fintech marketers can leverage its growth this 2022.
According to Stewart Hunter, the director of Smartly.iofor customer success in APAC, each social media platform has grown to serve a different role in the funnel, posing a challenge to the brand message and format in various platforms. Hunter shares why brands must start adopting a multi-platform strategy for their social advertising and where to begin in their efforts.
Whether you’re an online retailer, a startup with a valuable B2B product, or an entrepreneur selling your expertise, CRO could be the key to a bigger profit margin in 2022. Charlotte Ward, the director of Agnes media, shares her top three pieces of advice in achieving greater conversions.
In narrowing the gap between commerce and consumer, big brands are moving from a publisher model into an e-commerce one. Sven Lung, CEO of Green Park Content, takes a look at some of the best case studies of previously launched shoppable content initiatives and shares how brands can successfully deliver said efforts on their own.
What’s the next phase of influencer marketing? We’ve seen the power of influencers in brands’ marketing in the past period, and now, we need to prepare for what’s to come next in this area. Ace Gapuz, CEO of Blogapalooza, shares what she believes the 5 forces that will drive influencer marketing forward – including the phenomenon that will start streating content creators as individual media companies.
How has the pandemic changed the youth? In this insight, Lesley John, the MD of Virtue for APAC, shares the consumption and lifestyle changes that have occured among Gen Zs and Millennials in the past two years, and shares how brands can get under the skin of this cohort moving forward in the pandemic.
BNPL services have increased in adoption in the past year with the pandemic seeing a surge of consumers jumping into digital consumption. Moving forward in 2022, Jeremy Wong, head of strategic partnerships at Atome, shares the ways BNPL is expected to evolve, and what retailers can do to leverage its power in enabling sales among merchants.
As consumers become more conscious about their impact to society, they have grown to demand more accountability from the brands they consume. Mel Panabi, business director of Red Havas Philippines, shares on what has become of this new resolve and how brands must act in accordance to this new value-laden consumer behavior.
Virtual events are here to stay, and it’s time we step up these online interactions beyond standard online meetings and gatherings into something more powerful. According to Cathy Song Novelli, SVP for marketing and communications at Hubilo, it’s about creating a supportive ecosystem to enable innovation among event marketers.
Ride-hailing services is no longer a luxury and the pandemic has further pushed for its value with the recurring limitations on social interaction. Ryde’s CEO Terence Zou and PR Lead Katrina Adrianne takes a look at this transformation over the past two years and shares what we can expect from the industry as we move forward in 2022.
When food aggregators cushioned the downward growth of dine-in during Covid, it has gradually stepped up from being an afterthought to becoming F&B players’ top business model. KFC Malaysia’s CMO May Ling Chan reviews the current opportunities and challenges as brands further strengthen their strategies on food aggregators.
Connected TV (CTV) and over-the-top (OTT) has overtaken the linear TV experience over the past two years. Laura Quigley, SVP for APAC at IAS, talks about what has been these changes in media consumption and the opportunities that lie for advertisers and publishers in programmatic technology.
If you are a marketing leader and would like to share your insights and predictions under the series, email us at [email protected].
Retail has been challenged on every front over the last year and a half, and as a result, there have been significant changes to customer experience (CX); from livestream shopping and social commerce to supply chain disruptions. All of which has pivoted towards digital transformation.
While customers have adapted to new digital models, it’s important to note that offline shopping isn’t going anywhere. The future of retail will embrace both online and offline shopping, creating a hybrid experience that will provide the customer with even more value. According to Statista, more than 57% of Asia Pacific (APAC) consumers will shop in physical stores post-COVID restrictions. Foot traffic will still be just as desirable as it is now but overall CX will take center stage.
Meet the metaverse
In late 2021, Facebook changed its name to Meta to reflect its growing focus on the metaverse. But what exactly is the metaverse? It is a shared, persistent, 3D virtual space where people can meet and interact. Augmented Reality (AR) and VR technologies are essential parts of the metaverse. These advances in digital imaging, display, and output devices are what make the metaverse possible. Bloomberg Intelligence forecasts that the market size for the metaverse could reach up to $800b by 2024. How will it impact retail in the next year?
Online shopping and deliveries quickly became the new standard throughout the COVID-19 pandemic, a trend that will be accelerated by the metaverse. With AR and VR experiences, consumers will be able to explore brands and products from the comfort of their own homes. Consumers will no longer need to frequent physical stores to try new products before purchasing.
The metaverse will also enable more interactive-in store experiences. For instance, in Malaysia and Singapore, property developer CapitaLand Investment launched ‘A Jolly Molly Christmas’ festive campaign in its malls, introducing shoppers to the AR world allowing them to interact with Singapore’s virtual influencer, Rae, in the physical world. Real-world stores are now becoming the gateway to the metaverse and will be the next evolution of omnichannel experience.
Surge in social commerce
In 2022, social commerce will continue to bring fun back into the digital shopping experience. Social commerce sales in the region are expected to surpass US$4t by 2024, expanding 25% year-on-year.
According to the Forrester Analytics Consumer Technographics Benchmark Survey, 2021, 85% of APAC consumers are using social media to discover, 83% to research, and ultimately, 76% are buying products. The number is projected to grow as features such as livestream shopping draw more engagement than other types of posts.
B2C social commerce investments are paying off: B2C companies in APAC have generated 10% of revenue from social media as cited in Forrester Global Marketing Survey, 2021 (B2C). Not only that, 55% of marketers increased their social media marketing budget in 2021.
Moving forward, brands investing in social commerce must provide more personalized customer interactions and care, such as virtual agents who can instantly answer questions, share the latest offers, or recommend additional products with the consumer. We’ll see more brands providing a connection throughout the customer social journey. They will begin employing one-to-one video shopping, implementing conversational commerce, and launching virtual video boutiques. Above all, brands must provide excellent care on social channels, using the right technology combined with the human touch.
Conversational chatbots
Advanced conversational technology will be key to providing such experiences at scale. Chatbots will play a key role in the next year, as more and more brands deploy advanced chatbots in their social shops that can handle sophisticated queries — and escalate to human agents when needed.
Most brands are employing bots that can provide routine answers to basic questions. While they don’t respond to more complex customer queries, this will change as more companies add AI-powered bots with advanced contextual and consultative abilities. In the next 12 to 24 months, Forrester reports that the vast majority of B2C brands plan to implement or are interested in developing advanced social bots that can provide a higher level of assistance.
Such advances in automation will enable more effective and satisfying care throughout the customer journey — before, during, and after the purchase. In many cases, social bots will respond to queries that used to require a human agent. More and more, shoppers on social channels will be able to access personalized answers, recommendations, and resolutions to their problems, whenever they need help.
Looking forward
Over the next year, brands will take what they learned during the pandemic and leverage technology-driven solutions that help build deeper connections and relationships with their customers. By creating immersive, personalized, and hybrid experiences, and always keeping CX at the heart of everything, retailers can excel in 2022.
This article is written by Shellie Vornhagen, CXO at CX platform Emplifi.
The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT.This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.
If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected]for an opportunity to have your thought-leadership published on the platform.
This is the era of privacy. The modern consumer expects truly personalized experiences on whatever touchpoint they engage with your brand. Challenge accepted. But here’s the kicker, they want this complemented by heightened privacy, tighter data controls, and the right to have the information erased with the click of a button.
During the past three years, major technology companies have been announcing their removal of third-party cookie plans. Their decisions have been influenced heavily by the Facebook and Cambridge Analytica scandal which emerged in early 2018.
Since March 2018, when Chris Wiley blew the whistle on the Cambridge Analytica and Facebook scandal, governments have been investing in regulations. The European Union was the first to tighten the General Data Protection Regulations GDPR in May 2018. Less than two years later in January 2020, the state of California passed the California Consumer Privacy Act.
In January of 2020, Google announced plans to phase out support for third-party cookies within a year. Since then, browsers such as Mozilla Firefox and Apple’s Safari have announced they will be stepping away from cookies too. However, the timelines changed in June 2021, when Google explained that third-party cookies will not be eradicated until 2023.
They moved out the timeline for phasing out cookies, giving a new period of grace for advertisers and publishers that we’ll see in late 2022. Stage two, which is the phasing out of cookies, will start in mid-2023, and then end in late 2023.
A consumer’s perspective
In the past, consumers surrendered their data in exchange for convenience, however with all these changes coming in the next couple of years, the consumer has never been more aware of how they are being tracked online. We can certainly see more consumer awareness around what marketing tactics are considered creepy versus cool.
According to a 2021 Consumer Trends Index Report by consumer engagement Cheetah Digital, 73% of global respondents said they were okay to receive recommendations from brands based on past purchases. The report showed 54% of consumers were also ok to receive an email reminder about an abandoned cart, however, 66% said they do not like adverts that follow them across devices.
Furthermore, 69% of respondents said adverts relating to something they talked about near a smart device are ‘creepy’, while 72% said they do not want advertisements from companies they don’t know based on their location data.
There’s a big difference between targeting a golden audience segment with a silver bullet of an offer versus going through a consumer’s proverbial trash by analyzing their browsing history.
A marketer’s perspective
Consumers want more personalization and more privacy, this is the paradox marketers are grappling with right now. We can see marketers are primarily using segments or cohort-based personalization, versus true one-to-one personalization.
As we get closer to the cliff edge of the deprecation of third-party cookies, we’re going to see marketers ramp up and hopefully get more people into using advanced personalization at a one-to-one level using known data.
How to thrive from the death of the cookie
As brands and marketers start to address what they’re going to do in this cookie-less future, many are starting to build first-party relationships and incentivize direct engagement.
The entities in the advertising and marketing supply chain that have first-party relationships are the brand marketers and publishers. Everybody else in the middle of that is an intermediary, from the big agency holding companies to supply-side tech platforms to data management platforms. These are all intermediaries without a relationship to an end consumer.
Those entities, over the next two years, need to be able to leverage any element of advertising transaction, whether it’s through programmatic channels, automated channels, private marketplaces, or direct type deals. Many other marketers, including the analysts, are promoting zero-party data as a sensible strategy, given the need to balance privacy and personalization. This is data that a consumer willingly gives a brand in return for getting better, personalized products, content, or services.
While marketers can take advantage of free services and personalized discounts to get the best direct engagement, the best way for organizations to engage with customers directly without the need for cookies is through loyalty programs. And as the cookie begins to ‘crumble’, marketers need to reduce their reliance on third-party tracking and look towards the future of first-party data sources such as loyalty brands to ensure they can build a harmonious relationship between the brand and the consumer.
Loyalty programs that when done well govern the value exchange between brands and consumers, not just for a single interaction, but for direct engagement over the customer lifetime. With contextually differentiated, personalized experiences, they can be the conduit for the one-to-one relationships that build customer lifetime value.
This article is written by Billy Loizou, VP for Go To Market for APAC at consumer engagement solution Cheetah Digital.
The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT.This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.
If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected]for an opportunity to have your thought-leadership published on the platform.
Why do marketers need digital experience platforms (DXP)? The answer is simple. Most people check out a brand online before they walk into the store, or check out its physical office, or if they even have one at all. And this touchpoint has become even more ingrained in a consumer’s journey in the new normal, where lockdowns have dampened the relevance of brick-and-mortar stores.
According to the latest E-conomy report by Google, Temasek, and Bain & Company, the Southeast Asia region is charging ahead at full steam, having added 60 million new digital consumers to the internet economy since the pandemic started, with 20 million of them joining in H1 2021 alone. And this will further increase as e-commerce becomes the be-all-and-end-all of consumers’ shopping demands.
DXP as the vital baseline of consumer experiences
When we walk into a store, say Uniqlo – the entire experience matters – from the lighting, the smell, and the layout to the customer service and the checkout experience. Now imagine trying to replicate this online, purely digitally – you take away the physical elements like touch, smell, and feeling of being in the store; so what you have to do is to ensure the online experience is as powerful as possible to instill positive emotions in the customer.
In the case of digital experience, this will be the user interface, the simplicity of navigation, the speed of page loading, the personalization of the page itself, and micro components to make the experience enriching while being bespoke, along with the checkout process remaining seamless, the omnichannel engagement fulfilling, among many others. If the experience is positive across the customer journey and all the multiple touchpoints, then the customer’s experience towards the brand will naturally be uplifting, leading to more engagement, advocacy, sales, and loyalty.
Digital experience has been way underrated – brands spend many more times the budget on traditional campaigns, loud billboards, and posters, but all these are turning into spam and noise for the customer. Even if the advert catches their eyeballs, and they land on a website that is poorly designed, all that money spent will be in vain. However, a superbly executed website or app has the potential to go viral effortlessly simply because of human nature – we experience something good and we want to share it with others, and if the site is made to be shareable easily, then it will proliferate.
There are many ways to measure DXP ROI – but rather than using a template and then measuring that against variables which may not matter or are very intangible, using a composable DXP allows you to build a martech stack against a specific business objective. So, for example, with all things being equal, you want to measure increase in conversions – adding a shopping cart + marketing automation and then tracking the differences over a period of time, or against the same interval as compared to last year or years before – this will allow you to see the incremental gains which you can then use against the tech/resource investment to get the ROI.
Breaking ROI down into specific objectives will allow marketers to pinpoint what really works for them and what doesn’t, rather than get a digital transformation solution that costs millions and waiting for a couple of years for that to ‘transform’ the revenue. It simply doesn’t work that way; apart from the tech investment, there is also change management you need to take into account – the retraining of people and reshaping of processes in order to fit the new ‘solution’, not to mention the attrition as well.
Asia is one of the most creative and competitive markets in the world, and they are constantly leading the pack with innovative ways of engaging the customer. For some of the brands, there is a ‘family business’ approach where marketers work in silos, and for the others, they pay millions of dollars a year for solutions that they barely even use 10% of.
As marketers get savvier digitally, and the role of digital leaders become more empowered, they will be able to focus their investments better and get better ROI from those investments, as well as use agile solutions to adapt rapidly to changes in the market in order to take advantage of these disruptions.
The new marketer is the one who sees change as an opportunity, not as a tragedy. And with this new normal, the future of DXP in Asia is really the only way to go – whoever can embrace digital first, will displace the competition first. And once you gain that foothold, the others can only play catchup. Our younger generations are digital natives, and digital is the future as the world becomes a giant online city.
This article is written by Don Lee, managing director for APAC of CMS provider Magnolia.
The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT.This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.
If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected]for an opportunity to have your thought-leadership published on the platform.
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