Tag: BIG CARiNG Group

The future of e-commerce marketing strategies is increasingly shaped by rapid technological advancements and shifting consumer preferences. Marketing leaders are now faced with the challenge of moving beyond conventional tactics to develop more innovative, data-driven approaches that cater to highly segmented audiences.

The rise of AI, machine learning, and predictive analytics allows for more precise targeting and personalisation, enabling marketers to deliver relevant content and offers that resonate with individual customers. Additionally, the integration of social commerce and mobile-first strategies is becoming essential, as customers expect a consistent and seamless experience across all digital platforms.

As we look forward, marketing leaders must be prepared to navigate a more complex digital landscape, where flexibility and responsiveness are critical to success. The growing emphasis on ethical consumerism and privacy concerns means that transparency, authenticity, and trustworthiness will be crucial components of any effective e-commerce strategy.

As part of our E-Commerce Marketing 2024 series, we recently interviewed marketing leaders across Asia-Pacific to learn more about their actionable insights and advice for brands to elevate their e-commerce marketing strategies.

Check out the line-up of our interviews with APAC marketing leaders under the series:

For our first interview on this series, Dheeraj Raina, vice president and head of integrated marketing and communications for Southeast Asia at Mastercard shares in this in-depth interview about evolving consumer behaviours, emerging marketing trends, and key developments in the payments industry and e-commerce marketing in Southeast Asia.

In the interview, he notes how one of the most significant trends in Southeast Asia is the rise of social commerce, and that voice commerce is also gaining traction, driven by the increasing use of audio and voice technologies.

Over at the consumer electronics scene, Eddie Teng, head of e-commerce for APJ at ASUS details how first-party data is now also being utilised by businesses–especially those with online retail components–to personalise the experience to their online shoppers and give them the right choice to buy.

Moreover, e-commerce will play an even more complementary role to retail. This means that it will continue to cater the needs of omnichannel shoppers in which they experience and shop across multiple channels, offline and online, and ultimately providing consumers the ease of access to owning their products.

Emmanuel Cruz, e-commerce lead at Mondelēz Philippines, details that as consumer behaviour moves alongside the dynamic landscape of e-commerce marketing, he mentions that e-commerce marketing strategies should always be based on consumer and shopper behaviour.

To achieve this, Cruz also shared that a robust end-to-end omnichannel approach should be present to understand the interplay of offline and online consumer behaviour.

Meanwhile, Ngai Yuen Low, group chief merchandise and marketing officer at AEON Group Malaysia shared her insights on how to navigate the dynamic retail landscape, emphasising technological advancements, customer engagement, and the future of retail.

For her, marketing strategies are built on a foundation of data analysis to understand and respond to changing consumer behaviours. She also shared how they have to ensure that they have a digital approach to pretty much everything that they do.

Over at the pharmaceutical scene, Siew Lai Wong, chief marketing officer at BIG CARiNG Group shared insights to better understand how e-commerce marketing strategies play out for a retail brand under the pharmaceutical industry, and what can marketers do to strike a balance between using technology and understanding human behaviour to serve the best campaign to them.

One of the things that Siew Lai pointed out as one of the key trends amongst brands in terms of e-commerce marketing strategies is how they have evolved from seemingly targeting a general audience to catering to the specific needs of customers who return to the brands for a new transaction.

Esther Chan, director of marketing at Love, Bonito discusses why a well-executed e-commerce marketing strategy is no longer optional but a critical component for success and growth in the retail industry.

For her, the key trends influencing e-commerce marketing strategies for fashion retailers like Love, Bonito include influencer marketing, social commerce, and AI integration. They also look specifically at technologies like machine learning, progressive web apps, live-stream commerce and of course, AI to improve their e-commerce marketing strategies.

Looking ahead to 2024 and beyond, e-commerce marketing strategies are set to evolve rapidly, driven by emerging technologies and changing consumer expectations. Marketers will increasingly rely on artificial intelligence and machine learning to deliver highly personalised experiences, while augmented and virtual reality will provide new ways for customers to interact with products online.

As privacy concerns continue to shape the digital landscape, brands will need to prioritise transparency and build trust with their audiences. Social commerce, along with influencer and community-driven marketing, will remain essential for creating authentic connections and driving growth. Ultimately, the most effective e-commerce strategies will be those that embrace innovation while staying attuned to the evolving needs and values of consumers.

E-commerce marketing techniques are now crucial for retail brands looking to improve the customer journey in the current digital era. One cannot stress how crucial it is to provide a smooth, interesting, and customised experience as more and more customers choose to purchase on internet platforms. 

In addition to drawing in new clients, efficient e-commerce marketing helps existing ones at every step of the buying process—from awareness to completion and beyond. Retail businesses can create sustained growth in a highly competitive market by fostering stronger connections with their audience, improving customer satisfaction, and utilising innovative digital tools such as data-driven insights and targeted advertising.

For our latest interview as part of our E-Commerce Marketing Series, we recently spoke with Siew Lai Wong, chief marketing officer at BIG CARiNG Group to better understand how e-commerce marketing strategies play out for a retail brand under the pharmaceutical industry, and what can marketers do to strike a balance between using technology and understanding human behaviour to serve the best campaign to them.

From generic to hyper-personalisation strategies

One of the things that Siew Lai pointed out as one of the key trends amongst brands in terms of e-commerce marketing strategies is how they have evolved from seemingly targeting a general audience to catering to the specific needs of customers who return to the brands for a new transaction.

“Firstly, I am seeing a shift from generic promotions to hyper-personalisation experiences based on individual health profiles, purchase history, and browsing behaviour. This utilises AI-driven recommendations and dynamic content to create a more relevant shopping experience,” she said.

Siew Lai added, “Secondly, customers expect seamless transitions between online and offline channels. Customers expect a seamless experience whether they shop in-store, online, or through marketplaces.”

It is also worth noting as well that seamless experiences with customers allows brands to give customers easier access to their services–and in their case being able to offer healthcare consultations and other medical-related advice.

“The integration of telehealth services with e-commerce platforms is creating seamless customer experiences, allowing for easier access to health care professional consultations to advise on personalised healthcare. In the Big Pharmacy App, we have tele-consultation backed by certified HCP, which integrates tele-consultation, e-pharmacy and e-commerce seamlessly,” she explained.

Expansion of AI and omnichannel to improve marketing opportunities

For Siew Lai, one of the most promising opportunities in e-commerce marketing is the expansion of omnichannel strategies, as well as how AI is set to revolutionise e-commerce marketing by enabling hyper-targeting and personalisation. 

“Customers expect a seamless experience whether they shop in-store, online, or through a marketplace. Additionally, leveraging AI and machine learning to optimise marketing efforts and improve customer insights presents a significant opportunity,” she said.

She added, “Predictive analytics will help forecast demand and optimise inventory, while chatbots and virtual assistants will enhance customer service. Moreover, AI-driven content creation and automation will improve marketing efficiency.”

It is worth noting, however, that there are also challenges in the implementation of these new types of technologies for e-commerce marketing strategies.

“Challenges include navigating regulatory landscapes, as different countries within SEA have varying regulations regarding online pharmacy retail. Another challenge is building and maintaining customer trust in a space where product authenticity and safety are paramount. Lastly, the competition from both local and international players is intense, requiring continuous innovation and differentiation,” she explained.

To solve this, she stated that at BIG Caring Group, they are investing heavily in these technologies, focusing on upskilling their workforce to leverage tech tools effectively. Additionally, she also stated that the company is continuously enhancing their data analytics capabilities to gain deeper customer insights and improve decision-making.

Requiring a customer-first mindset approach

When asked about the balance between human intervention and technology implement, Siew Lai said that investing in AI and automation can free up human resources to focus on more strategic, creative, and relationship-building activities. However, there is also greater need to have the ‘human touch’.

“Striking a balance between efficiency and human centricity requires a customer-first approach. Companies should leverage technology to streamline processes and gain efficiencies, but not at the expense of the customer experience. This means maintaining a human touch where it matters most, such as in customer service and personalized interactions,” she explained.

Additionally, she also said that gathering and acting on customer feedback can help ensure that the technology implementations are enhancing rather than detracting from the customer experience.

In her particular industry, she explains that the e-commerce landscape in the retail pharmacy scene is likely to see significant growth and transformation. For her, they anticipate a greater integration of digital health services, such as tele-consultation, e-pharmacy, with e-commerce platforms.

“BIG Caring Group aims to be at the forefront of this transformation by continuously innovating and adapting to changing market dynamics. We are committed to enhancing our omni-channel presence, expanding our digital health services, and leveraging cutting-edge technologies to improve customer satisfaction and operational efficiency. Our goal is to set new standards in the healthcare ecosystem that allows continuous monitoring of health and well-being, centre around patients self-care,” she concluded.

By focusing on personalised experiences, data-driven insights, and targeted engagement, these strategies transform the online shopping process into a more intuitive and satisfying experience for consumers. This not only increases customer retention and loyalty but also drives higher conversion rates and revenue growth. 

As the digital marketplace continues to evolve, retail brands like those in the consumer pharmaceutical scene that prioritise and innovate in their e-commerce marketing efforts will be better positioned to meet the ever-changing demands of their customers, ensuring sustained success and a competitive edge in the industry.

MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with the E-Commerce Marketing in the Philippines 2024 conference on August 14, 2024 at Crowne Plaza Manila Galleria. Join us and become an integral part of a dynamic community committed to pushing the boundaries of innovation and fostering unparalleled growth in the e-commerce domain.