Tag: Customer Engagement

Delivering personalised and impactful customer experiences at scale is a critical challenge for industry leaders. Consumers expect seamless, relevant interactions across multiple platforms, from social media and mobile apps to websites and in-person engagements. 

However, the complexities of cross-platform engagement require businesses to integrate advanced data analytics, AI-driven personalisation, and agile marketing strategies to ensure consistency and effectiveness. Companies that master this approach can deepen customer relationships, enhance brand loyalty, and drive long-term growth.

From leveraging real-time data insights to optimising omnichannel marketing efforts, businesses must adopt a holistic, customer-centric mindset to remain competitive. By understanding these complexities and implementing tailored engagement strategies, organisations can position themselves as market leaders in the era of digital personalisation.

These aforementioned objectives are what industry leaders from across Southeast Asia discussed in the recently concluded What’s NEXT in Marketing: Customer Engagement in 2025, which equipped marketers with transformative insights and strategies to meet evolving customer expectations.

How brands can engage with AI-powered customer engagement

Kicking off the webinar was a keynote presentation from Ranya Arora, senior strategic business consultant at Braze as she discussed the latest trends in customer engagement and how these strategies can help brands in their engagement strategies amidst a constantly changing online environment for consumers.

In the presentation, Ranya highlighted that proper customer engagement online is important, citing data from Deloitte which states that around 50% of Gen Z consumers are concerned that too much device usage is negatively affecting their physical and mental health. For Ranya, businesses should be wary when navigating this ongoing online fatigue from consumers.

“I think we all can agree that customer life cycle strategies are important in reducing that fatigue and the key benefits of doing that come into place because they allow you to have a better customer experience which helps you improve your marketing efficiency, as well as the core component of driving retention and profitability,” she explained.

To properly navigate the needs of customers online, brands must tackle these four particular challenges:

  • Marketers struggle with obstacles to both creativity and strategy in customer engagement
  • Many marketers still don’t have a clear view of their customers
  • Teams need more collaboration to close the customer engagement feedback loop
  • Most brands haven’t built a foundation for successful cross-channel marketing

“We believe that the fundamentals of growth will truly remain constant, which means if you acquire and activate your customers more efficiently and you engage and keep them around for longer, you will eventually make more money from the customer,” she added.

Ranya also added that the ‘secret sauce’ for consistent growth amongst businesses remains the same: consists of acquisition & activation, engagement, and monetisation. Moreover, she also stressed the importance of AI-powered strategies, stating that tools are designed to create (work smarter in crafting memorable customer experiences), personalise (tailor experiences, content, recommendations and journeys – all at scale), and optimise (automate experiences and maximise the potential of every touchpoint).

“AI-powered tools can recommend items that are most likely to resonate with every customer for different industry verticals–this could be products, games, songs, meals, and content among others. This links into orchestration and helps you serve up the right campaign or journey variant to the right person based on everything you know about them,” she further stated.

Integrating digital strategies across multiple platforms

Next up taking the spotlight is a fireside chat with Rajesh Grover, group vice president of AI, digital & omnichannel at Kanmo Group to discuss how their company enhances customer engagement by integrating digital strategies across multiple platforms for a seamless omnichannel experience. 

Moreover, the session–which was moderated by Fatima Baduria, regional journalist at MARKETECH APAC–also delved into how brands should leverage digital innovations to adapt to evolving customer expectations and maintain competitiveness in a dynamic market.

For Rajesh, regardless of the size of the business is knowing your customer–meaning who pays the business for products or services. Moreover, he also stressed the importance of making colleagues in the company understand why omnichannel is important for them–but also offering a piece of advice about using these technologies.

“There is no magic wand in terms of technology, which you can deploy in your companies or your business that will turn around your business if you don’t have a clear idea of what your customers need. And then it is all about mapping out your roadmap, not getting too ambitious, understanding and implementing it slowly, but fool-proof,” he explained.

In addition, he also highlighted how strategic implementation is also important, which means that brands should focus more on depth over breadth (i.e. better to execute a few things well rather than spreading too thin). Also, a strong feedback loop is essential where brands must think from the customer’s perspective to assess if their systems are truly working.

He also highlighted that many businesses mistakenly focus on adding multiple sales channels without properly integrating data and teams. For him, siloed data – different channels often operate independently without shared insights, leading to poor customer experience. Hence, personalisation should be a key strength in a brand’s customer engagement strategy.

“If you’re still relying on discounts to drive engagement, you’re missing the point of true personalisation. Personalisation isn’t just about using a customer’s name in an email. It’s about knowing what makes them feel valued,” he added.

On leveraging modern marketing technology to enhance customer engagement

Next up on the webinar was a panel discussion featuring industry leaders Dian Paskalis, country director of growth & regional vice president of online marketing at Cove Indonesia; Jogent Emmanuel Tan, marketing director at Domino’s Pizza Philippines; and Caroline Wee, vice president of brand and strategy at Loob Holding (Tealive) as they emphasise the importance of cross-platform engagement, discussing common challenges and effective strategies for seamless implementation across multiple channels. The session was moderated by Ranya Arora.

In the discussion, Karen emphasised the need for brands to be ‘real’ and authentic,’ ensuring that engagement is based on genuine customer needs rather than assumptions. Meanwhile, Jogent highlighted ‘personalisation’ as the key to capturing attention, as customers now expect tailored experiences rather than generic marketing. Lastly, Diyan focused on ‘connection,’ explaining that brands must shift from talking to customers to talking with them, fostering deeper relationships through meaningful interactions.

The discussion also highlighted how data and AI are transforming customer engagement by enabling personalisation at scale, but brands must use them wisely. Companies like Domino’s Pizza and Tealive leverage CRM tools and AI-driven insights to analyse customer behaviour, predict preferences, and tailor marketing strategies. 

It is worth noting, however, that scaling personalisation comes with challenges—over-reliance on data can lead to misleading assumptions, as what customers say they want often differs from what they actually buy. In order to avoid hyper-personalisation pitfalls, brands must balance automation with human intuition, ensuring that personalisation efforts remain practical, cost-effective, and genuinely beneficial to customers.

“Marketing today isn’t just about running ads—it’s about being where the customers are. People engage with brands across multiple platforms: social media, food delivery apps, e-commerce sites, and even offline stores. The key challenge? Making sure that branding, messaging, and promotions are consistent across all these touchpoints. That’s where data-driven marketing becomes so valuable,” Jogent said.

Carol also echoed these sentiments, stating, “A common mistake brands make is relying too much on first-party data without questioning it. We have to remember that what customers say and what they actually do are often two different things. Instead of making drastic changes based on survey results, we overlay multiple data points—transaction history, market trends, AI insights—to make better-informed decisions. The future of engagement isn’t just about collecting data—it’s about knowing which data actually matters.”

Speaking on the aspect of personalisation strategies for brands, Diyan offers up his advice, “There’s always a fine line between effective personalisation and over-complication. The effort needed to hyper-personalise can sometimes become too costly or too complex, and the return might not justify it. For example, in the rental market, people take anywhere from one week to six months to make a decision.”

He added, “If we invest too many resources into micromanaging their preferences in the first week, we might lose efficiency. Instead, we focus on prioritising the most impactful personalisation efforts—things that actually lead to higher conversions, rather than just making the experience more complicated for the sake of it.”

The webinar was attended by 187 attendees representing brands across Asia-Pacific such as 2GO Group, ALL IT Hypermarket Sdn Bhd., AboitizPower, Bayer, Burger King Malaysia, Carsome, Filinvest Land, Inc., Fitness First Singapore, Home Credit, Jollibee Foods Corporation, JustCo Global, Lamudi, Malaysia Aviation Group, Mastercard, Minor Hotels, National Heritage Board (NHB), Philippine Bank of Communications (PBCOM), Power Mac Center, PT. Nutrifood Indonesia, Reckitt, and Westpac, amongst others.

If you missed attending it, you can catch the on-demand access to the webinar, where brands explore strategies to boost customer engagement and loyalty. Register HERE for free.

Hong Kong – DBS Bank (Hong Kong) Limited (DBS Hong Kong) has introduced ‘DBS Culinary Delights,’ a new marketing and customer engagement initiative designed to offer exclusive, curated dining experiences for its wealth clients.

DBS Culinary Delights celebrates the art of gastronomy, offering DBS’ wealth clients exclusive access to Hong Kong’s finest culinary experiences in a city renowned as a gourmet paradise for both locals and tourists.

For this initiative, DBS enlisted acclaimed Chef Edward Lee, renowned for his appearance on Culinary Class War and his innovative fusion of Asian and Western cuisines. A recipient of numerous accolades from prestigious culinary organisations, Chef Lee will debut ‘DBS Culinary Delights,’ bringing his signature creativity to the exclusive dining experience.

In collaboration with DBS and Tatler, Chef Lee will visit Hong Kong in March for the inaugural DBS Culinary Delights event, ARTable, which blends gastronomy with artistic expression. The event aims to offer a unique dining experience that reflects Chef Lee’s innovative approach to cuisine.

Sebastian Paredes, head of North Asia and chief executive officer at DBS Bank (Hong Kong) Limited, said, “DBS has grown substantially in the wealth management space over the years. As a customer-centric and relationship-focused bank, we focus on delighting our customers by creating the best-in-class customer journeys and giving them an experience beyond banking.”

“We look forward to connecting with our clients meaningfully, and this unprecedented collaboration shall deliver fresh and exceptional dining experiences for our esteemed clientele – aligning with the global trend – eating well, eating differently while indulging in culinary art,” Paredes added.

The launch of Culinary Delights reflects DBS’s focus on evolving customer trends. With wealth clients becoming more selective and aspirational, the bank aims to offer more personalised experiences and tailored services.

Singapore – The landscape of customer engagement is evolving at an unprecedented pace, driven by modern marketing technologies that empower brands to deliver hyper-personalised, impactful experiences at scale. With shifting consumer expectations and the increasing complexity of multi-platform interactions, how can brands rise to the challenge and redefine customer engagement for 2025? 

To tackle these critical challenges, MARKETECH APAC is hosting an exclusive webinar on 13 February 2025. Titled “What’s Next in Marketing: Customer Engagement in 2025,” the event aims to equip marketers with transformative insights and strategies to meet evolving customer expectations, craft personalised campaigns that resonate, and master the art of cross-platform engagement.

This is the second edition of the customer engagement webinar, born out of the strong partnership between the customer engagement platform Braze and MARKETECH APAC in delivering transformative insights for marketers. 

The webinar will feature an engaging panel discussion with seasoned industry leaders from Southeast Asia, sharing their expertise and forward-looking strategies to elevate customer engagement through innovation. The panel is comprised of:

  • Ranya Arora, senior strategic business consultant at Braze
  • Dian Paskalis, country director of growth & regional VP online marketing at Cove Indonesia
  • Jogent Emmanuel Tan, marketing director at Domino’s Pizza Philippines
  • Caroline Wee, vice president of brand and strategy at Loob Holding

The panel will also provide attendees with a comprehensive understanding of how modern marketing technology is reshaping customer engagement, from meeting evolving expectations to creating personalised, impactful campaigns and navigating the challenges of cross-platform strategies.

Additionally, the webinar will feature a keynote presentation by Arora, who will delve into the key customer engagement trends for 2025 and examine how AI technology can empower brands to foster meaningful customer interactions.

Furthermore, Rajesh Grover, group vice president – AI, digital & omnichannel at Kanmo Group, will be present for a fireside chat, discussing how Kanmo Group creates seamless, consistent customer engagement across multiple platforms and channels, while leveraging digital innovations to meet evolving customer expectations and stay competitive in a rapidly changing market.

“As we step into a new year, it’s time to anticipate emerging trends, evolving consumer behaviours, and fresh opportunities to revolutionise customer engagement strategies. So, what are industry leaders planning for 2025? At MARKETECH APAC, we’re thrilled to present the second edition of our webinar, bringing together industry experts to share actionable insights. Join us as we uncover what’s NEXT in the ever-changing marketing landscape!” Katherine Sy, regional head of content at MARKETECH APAC, said. 

“What’s NEXT in Marketing: Customer Engagement in 2025” is presented in partnership with Braze. Join the webinar on 13 February 2025 at 11 AM (SGT) by registering HERE. Don’t miss it!

Vietnam – Vietourist, a Vietnam-based tourism company, has partnered with software-as-a-service (SaaS) provider Appier to transform its lead generation and customer engagement strategies through advanced AI-driven solutions.

In collaboration with Appier, Vietourist harnessed the AI-powered personalisation capabilities of AIQUA to automate and optimise its marketing efforts. This strategic deployment led to an impressive 171% increase in lead generation and a notable enhancement in customer engagement. Additionally, Vietourist achieved an 85% open rate for its personalised EDM campaigns, successfully engaging users at critical touch points throughout their travel journey.

Vietourist’s success stems from its use of personalised, automated campaigns on its web and mobile platforms. With Appier’s AIQUA, Vietourist provided tailored messages and product recommendations at key moments in the user journey, resulting in a 300% increase in web subscribers and improved customer retention.

Additionally, with the help of Appier’s BotBonnie conversational marketing platform, Vietourist automated personalised customer interactions via web chat and Facebook Messenger, successfully generating over 1,000 leads in just three months. These AI-powered automated responses significantly reduced the time spent on manual customer engagement while providing a highly personalised user experience.

Vietourist’s partnership with Appier showcases the impact of AI-driven marketing solutions in modern tourism. By utilising Appier’s advanced tools, Vietourist has effectively scaled its operations and gained new market share. 

Nguyen Van Tam, marketing director of Vietourist, commented, “The success we’ve achieved through our collaboration with Appier has been transformative. Appier’s AI-driven solutions have enabled us to connect with our customers in a personal and relevant way, driving significant growth in leads and customer engagement. We’re excited about the future and look forward to continuing our partnership as we enhance our customer experiences even further.” 

Looking forward, Vietourist plans to further expand its use of Appier’s AI solutions to sustain its competitive advantage and enhance the travel experiences it offers to customers. 

Singapore – Infobip, a global cloud communications platform, has joined forces with Singtel, a communications technology group, to improve how Singaporean businesses engage customers through communication services.

Rich Communication Services (RCS) allows interactive messaging for companies, turning business messages into brand experiences for customers. Through its messaging capabilities, it helps businesses in various industries, including finance, gaming, retail, and e-commerce.

Through RCS, businesses can have access to branded messaging options. It allows them to share rich messages that can include images, videos, and carousels. This helps brands build trust and recognition among their customers while nurturing relationships.

Additionally, RCS allows two-way communication between brands and customers. The approach empowers customers to directly respond to the branded message or make purchases conveniently.

Infobip’s partnership with Singtel is part of its efforts to provide RCS to businesses globally, partnering with various telecom companies. The partnership extends this initiative to Singaporean businesses, contributing to their business growth.

“Companies want to better engage their customers in more interactive ways, especially on their mobile devices. RCS provides customers with more personalised communication that will help businesses build stronger relationships and drive business results. We look forward to empowering organisations with this capability to help them build brand affinity with their customers,” Terence Lai Tuck Leong, vice president of digitalisation, products, and partnerships at Singtel Singapore, said.

“The introduction of RCS messaging marks a significant step for customer engagement in Singapore as businesses aim to elevate their communications to meet evolving consumer expectations. Singtel’s deep understanding of the Singaporean market, combined with Infobip’s global experience and expertise in RCS, will empower local businesses to connect with customers securely through rich, branded two-way conversations,” Lim Jiun Kei, head of operator partnership region at Infobip, said.

Singapore – As businesses continually search for innovative ways to connect with their customers, numerous applications and tools have emerged, promising to bridge the gap, foster meaningful relationships, drive conversions, and enhance brand visibility. However, even the most powerful tools can fall short if businesses fail to harness their full potential and leverage them effectively to truly connect and resonate with their audiences.

Building on its successful run last year, MARKETECH APAC is bringing its comprehensive workshop back to Singapore on 8 October to help businesses discover and unlock the full potential of WhatsApp marketing. 

Titled “WhatsApp Marketing Masterclass: Leveraging Proven Strategies for Effective Customer Engagement,” this exclusive 3-hour workshop will offer a deep dive into WhatsApp for Business, the dynamic platform that supports brands through every stage—from discovery and re-engagement to upselling and beyond.

The workshop aims to help marketers elevate their WhatsApp marketing strategies through the power of AI. It will cover how AI-powered tools can enhance customer engagement by automating support with chatbots, generating personalised messaging through AI-driven content, providing deeper insights with sentiment analysis, and optimising interactions using predictive analytics.

Merlvin Tan, regional director of Bird, will lead the session, offering practical insights and real-world experiences to help participants harness the full potential of WhatsApp for customer engagement and brand visibility. A special guest speaker will also provide the latest trends and advancements in WhatsApp marketing.

Teddy Cambosa, regional editor at MARKETECH APAC, commented, “Businesses can optimise WhatsApp marketing for better customer engagement by leveraging its direct, personal communication style to build genuine connections. By sending timely updates, personalised offers, and providing instant customer support, companies can create a more engaging and interactive experience, fostering trust and loyalty with their audience. We’re excited to welcome Bird back to impart actionable insights to marketers on how to use this messaging channel to their marketing advantage.”

WhatsApp Marketing Masterclass: Leveraging Proven Strategies for Effective Customer Engagement is made in partnership with the AI-powered customer relationship management (CRM) platform Bird. This workshop is free-to-attend for select brand marketers. Catch this workshop on 8 October 2024, at Capri by Fraser China Square by registering your interest HERE.

In an increasingly competitive market landscape, the importance of effective customer engagement strategies cannot be overstated, particularly in the current year. Businesses are recognising that personalisation and a cohesive customer experience are critical components in building and maintaining customer loyalty. Personalised interactions not only foster deeper connections with customers but also enhance satisfaction by catering to individual preferences and needs. 

As customer expectations continue to evolve, adopting these strategies is imperative for businesses aiming to stay ahead and create lasting, meaningful relationships with their clientele.

To continue fostering discussions on the importance of customer engagement strategies amongst businesses, MARKETECH APAC in partnership with Braze, invited top leaders from Indonesia for a roundtable event titled The Future of Customer Engagement: Trends and Strategies to Stay Ahead of the Game, to share their insights on customer engagement strategies, and how they’re implementing various forms of it across their marketing strategies.

This roundtable–a first for MARKETECH APAC in Indonesia–saw a dynamic and optimistic discussion on how the country’s marketers may move forward as an industry that incorporates AI-powered customer engagement tools into its DNA.

Marketing leaders who attended the event include:

  • Gerald Tjan, Director of APAC Scale & SMB/Startups, Braze
  • Kelvin Hong, director of brand marketing at A&W Indonesia
  • Staventram Inri, performance marketing section head at Astra Financial
  • Janty Sumirkan, sales & marketing director at Asuransi Simas Jiwa
  • Gita Rostika, group head marketing at bank bjb
  • Bayu Ramadhan, chief commercial officer at Bobobox
  • Dian Paskalis, country director of growth & regional VP online marketing at Cove Indonesia
  • Wilson Yanaprasetya, co-founder at Dagangan
  • Mochamad Gilang Syarief, conversion rate optimization at Erajaya Swasembada
  • Adrian Hoon, co-founder, COO/CMO at Getplus
  • Bertha Hapsari, VP marketing at Home Center Indonesia
  • Graceila Putri, co-founder at Juragan Material
  • Dita Gautama, head of marketing at MODENA
  • Maulana Christanto, chief of experience & analytics e-commerce at Ruparupa.com

How modern technologies shape omnichannel engagement landscape

For Dian Paskalis, country director of growth & regional VP for online marketing at Cove Indonesia, such technologies allow businesses to gather and analyse vast amounts of data from various channels, get deeper insights into customer behaviour and preferences, and anticipate customer needs across channels. To adapt to these changes, Dian advises businesses to remain agile and adapt fast to survive the change.

“Businesses can start investing in a robust data infrastructure that unifies information and customer data from all channels, providing a 360-degree customer view. This then allows the implementation of personalisation engines that can help them tailor content and offers to customers, enhancing their engagement and loyalty,” she stated.

Meanwhile, Graceila Putri, co-founder at Juragan Material notes three important contributions of these types of technologies in improving customer engagement: real-time capabilities for interaction and data transfer, advanced data analytics, and automation. When asked about her advice on how to adapt to these, she says to fully embrace it–all for the sake of improving customer engagement.

“Utilise technology to leverage data for decision-making, avoiding risks of decisions made without solid data insights. [Moreover], develop omnichannel strategies that prioritise accessibility and usability, ensuring solutions that enhance customer satisfaction,” she said.

“Modern technologies is changing the omnichannel engagement landscape. By leveraging these capabilities, businesses can and should create personalized experiences that resonate with customers, fostering deeper relationships and driving loyalty in an increasingly interconnected world.” Gerald Tjan, Director of APAC Scale & SMB/Startups, Braze added to conclude this discussion.

Ensuring seamless integration across diverse customer touchpoints

Wilson Yanaprasetya, co-founder at Dagangan explained that as customers prefer to switch between channels without disruption, businesses must maintain a consistent brand identity across all customer touchpoints. Such type of consistency makes it easier for customers to recognize the business and fosters trust, reassuring them that they are engaging with the same reliable entity.

For Wilson, there are three essential focuses that businesses should follow: mapping out the customer journey, leveraging advanced analytics and AI technologies, and elevating the post-sale process. Using his company as an example, he notes that these types of focus points are important, especially when your consumer base are based in rural areas and are not technologically literate.

“We focus on simplicity in our app to provide an easier experience. We leverage push notifications, chat commerce, and community-based social commerce to enhance engagement. Additionally, we offer support through our local field teams, who are ready to provide clear information regarding transactions in our app,” he explained.

Meanwhile, Kelvin Hong, director of brand marketing at A&W Restaurants Indonesia commented that businesses should have a clear omnichannel strategy that merges not only the sales channel touchpoints but also the communications channel, with a clear and consistent messaging.

“The key here is touchpoints that matter; and that builds the base for an omnichannel strategy to have a clear starting point. If we have additional insights, we can look into enhancing the customer or user experience across different channels, e.g. website, navigation, apps, social media, online sales etc.to build a better personalised user experience with good insights that can further craft our deliverables better,” he said.

Kelvin also points out that in order to have an effective omnichannel strategy today, brands should identify what channels are important to their customers for the brand concerned, what are the pain points (if any) on these channels (from the brand) and ensuring that the brands are present in these channels that matters to them with consistent messaging albeit some creative flexibilities. 

For Staventram Inri, performance marketing section head at Astra Financial, businesses can ensure seamless integration across various touchpoints to provide customers with a cohesive and personalised experience through a combination of strategic approaches, and that establishing a unified customer profile is crucial.

“By consolidating data from all touchpoints such as website interactions, social media engagements, and in-store purchases into a single Customer Relationship Management (CRM) system, businesses can gain a comprehensive view of each customer. This allows for personalised recommendations and tailored interactions based on individual preferences and behaviours,” he said.

Challenges in AI integration into customer engagement strategies

Adrian Hoon, co-founder & COO / CMO at GetPlus has enumerated various challenges on AI-powered customer engagement strategies–including data readiness, quality and integration (referring to how inconsistent and incomplete data data can significantly hamper the performance of AI tools); how integrating AI with legacy systems and existing customer engagement tools can be complex and resource-intensive; as well as balancing the need for personalised experiences with the efficiency of generalised AI models can be difficult.

He added that solutions included having unified data platforms which will implement integrated data management platforms that consolidate data from various sources, implementing AI in a phased, modular approach to minimise disruptions and ensure smooth integration, developing segmented AI models that cater to different customer groups for more tailored interactions, as well as using real-time data and machine learning to dynamically personalise interactions.

Meanwhile, Dian also highlights other challenges like the lack of AI expertise, ethical concerns, and potential bias in these systems. For her, businesses should foster a culture of innovation and continuous learning, encouraging employees to embrace new technologies and ways of working. Moreover, businesses should also implement ethical AI frameworks and conduct regular audits of their AI systems to ensure fairness and transparency. 

“Businesses often face difficulties in consolidating data from disparate sources and ensuring its accuracy and relevance. Businesses can invest in data governance frameworks that standardise data collection, storage, and processing practices. Implementing AI solutions with built-in data cleaning and normalisation capabilities can also enhance data quality, she said.

Balancing AI-driven automation and human touch

For Dian, striking a balance between AI-driven automation and the human touch involves a strategic approach that leverages the strengths of both. So it is important to first identify touchpoints where human interaction adds significant value, such as in resolving complex issues, providing personalised consultations, or offering empathetic support.

“Businesses can use AI to empower agents by providing agents with real-time data analysis, customer history, and sentiment analysis to better inform their interactions. This allows human agents to deliver more personalised and effective customer service,” she said.

Dian further added, “Clearly communicate to customers when they are interacting with AI versus a human. Transparency fosters trust and this allows customers to enjoy the convenience of AI while giving them the choice to reach a human agent if needed.”

Meanwhile, Wilson highlights that this balance depends on how technologically savvy the brand’s customer profile is and what their journey looks like across the brand’s customer journey diagram. In their case, they combine digital and offline touchpoints, including an online platform that enables customers to browse and purchase products, as well as physical hubs located in rural areas.

“We collaborate with technology players, financial institutions, and government agencies to facilitate access to financial literacy. We also create micro-events that serve as local brand activation initiatives, providing immersive shopping experiences for our customers, enhancing brand visibility and credibility, and collecting valuable market insights,” he said.

Gerald Tjan, Director of APAC Scale & SMB/Startups, Braze added: “There must be a balance between AI-driven automation and the human touch. While we embrace technologies to help make our work easier, we must integrate the human element into the customer experiences we provide in order to build long-lasting relationships 

***

In conclusion, enhancing customer engagement is crucial in today’s competitive market. However, inconsistent and incomplete data can significantly hinder AI-powered customer engagement strategies, leading to suboptimal results. It’s essential for businesses to be transparent with their customers about whether they are interacting with an AI tool or a human representative, as this clarity can build trust and improve the overall customer experience. 

Furthermore, fostering collaboration among teams and leveraging their collective insights is key to refining and optimising existing engagement strategies. By addressing these aspects, businesses can create more personalised, effective, and trustworthy interactions with their customers, ultimately driving loyalty and satisfaction.

Learn more about actionable trends and insights in the customer engagement space by checking out Braze’s “The State of Customer Engagement in APAC” report, which highlights insights from APAC marketing executives and how they can provide actionable solutions to the strategic challenges they present.

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.

In the constantly evolving retail environment, the importance of e-commerce marketing strategies cannot be overstated. As retailers strive to keep pace with technological advancements and changing consumer behaviours, innovative and data-driven approaches are more essential than ever in the increasingly digital marketplace.

As part of our E-Commerce Marketing Series interviews, we spoke with Ngai Yuen Low, group chief merchandise and marketing officer at AEON Group Malaysia. Low shares her insights on how to navigate the dynamic retail landscape, emphasising technological advancements, customer engagement, and the future of retail.

The double-edged sword of e-commerce 

Low sees e-commerce as a double-edged sword that presents both significant challenges and opportunities for retailers. 

“One of the biggest challenges is the need to continuously keep up and innovate with technological advancements, which we know can be resource-intensive. Cybersecurity and data privacy continue to be top priorities as we handle an increasing volume of customer data,” she notes. 

However, the opportunities are just as significant. For Low, e-commerce opens up new ways to understand customers’ habits. 

“Right now, we are definitely looking at e-commerce as allowing convenience and greater flexibility in meeting customer demands while enabling us to provide a more personalised shopping experience,” Low explained. 

Meeting customer expectations in the digital age

At AEON, Low shared that 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.

“The rise of online shopping preferences means that customers now expect a lot of convenience, some amount of speed that works for their own schedule, and a seamless experience across all touchpoints,” Low said. 

To meet these expectations, Low said that AEON focuses on optimising mobile platforms, improving user experience, and merging online and offline interactions. Social media also plays a crucial role in engaging with customers, and AEON leverages crowdsourcing and influencer collaborations to build trust and authenticity.

Low also mentioned how effective teamwork and leadership are other factors that play an essential role in AEON’s success. She explained how these factors play a critical role in making sure the company effectively integrates their online and offline marketing strategies to create a more seamless customer experience in the face of omnichannel retailing. 

“At AEON, we get leaders across the various different areas to collaborate more to ensure that our marketing, branding, tech, customer services, merchandise development, and operations are consistent across all channels in their messaging and actions,” she shared. 

Low further emphasised how regular check-ins with customers help AEON ensure that their intentions align with customer perceptions, guiding necessary pivots and next steps.

Personalisation and future-proof immersive technologies in shopping 

Right now, personalisation is a hot topic in e-commerce and retail, widely recognised as one of the key strategies for achieving success. And while Low agrees it is indeed essential, she emphasises the importance of ‘doing it right by the customers.’

She further mentioned that while they leverage customer data to deliver highly personalised recommendations and promotions, it is equally important to consider what customers truly want and curtail their spread of choices. 

“It is important to look at customer preferences, purchase history, and browsing behaviour all at once to ensure we capture the whole picture and make accurate predictions about what they like,” Low explained.

For her, cross-departmental collaboration is key to their strategy for enhancing the shopping experience. This includes ensuring customised email marketing campaigns, supported by dynamic and searchable product information, and targeted engagements through a purposeful loyalty platform.

Looking to the future, Low also shared her insights on upcoming trends in e-commerce marketing.

She highlighted how technologies like augmented reality (AR), predictive analytics, causal AI, and generative AI are transforming customer interactions with products both online and offline.

“Right now, looking at what is ahead of the curve, we are prepping our capacity and capabilities with tech that will be even more immersive. Additionally, sustainability will become a key focus, with consumers increasingly seeking out brands that demonstrate a commitment to environmental and social responsibility,” she noted. 

MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with the E-Commerce Marketing in Malaysia 2024 conference on July 25, 2024 at Sheraton Petaling Jaya and 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.

As consumer expectations continue to evolve in an ever-evolving consumer landscape, simply offering a product or service is no longer sufficient to capture and retain attention. Instead, brands must actively cultivate meaningful interactions with their audience to foster loyalty, drive sales, and build long-term relationships.

Engaging customers through personalised interactions, whether through social media, email campaigns, or experiential marketing, helps brands cut through the noise and establish a genuine connection. By prioritising customer engagement, brands can turn satisfied buyers into loyal ambassadors who champion their products or services to friends, family, and followers.

To continue fostering discussions on the importance of customer engagement strategies amongst businesses, MARKETECH APAC in partnership with Braze, invited top leaders from Singapore for a roundtable event titled The Future of Customer Engagement: Trends and Strategies to Stay Ahead of the Game, to share their insights on customer engagement strategies, and how they’re implementing various forms of it across their marketing strategies. What resulted was a lively and positive outlook on how marketers in the country can move forward as an industry that embraces AI-powered customer engagement technologies as part of its DNA.

Marketing leaders who attended the event include:

  • Adrian Koh, head of growth at Alta
  • Shawn Kong, marketing & engagement team lead, government digital services at GovTech Singapore
  • Brenda Maderazo, deputy director at Health Promotion Board
  • Jasmine Osada, regional digital marketing lead at Lendlease Singapore
  • Wilfred John Allais, marketing lead at Ohmyhome
  • Jeslyn Tan, CEO at Stellar Ace Pte Ltd
  • Kit Pui Lee, director of marketing at The Esplanade Co Ltd
  • Martin Li, ex-global marketing director at VT Markets

Leading the roundtable conversation is Yi En Chye, GM APAC & director, strategic consulting at Braze, who highlighted that the ability to listen, understand and act is important for good engagement and should transcend all channels, allowing the brands to meet the customers where they are.

Citing data from Braze’s latest ‘Customer Engagement Report 2024,’ she states that around 99% of respondents say their organisation is already using AI, with 79% applauding its ability to help automate routine tasks and free up more time for creative thinking. However, while enthusiasm and adoption of AI in general is widespread, most brands are not yet using it in transformative ways.

“To make the most of AI, it’s important to leverage it not just as a way to give marketers breathing room, but as a partner of sorts, a co-pilot that can work alongside to support creative and strategic work. When we treat AI as an advisor and collaborator, a wide range of new possibilities open up, creating new efficiencies and greater impact,” Yi En stated.

Yi En also added that having good modern technology means that you can confidently do that and personalise at scale, encouraging marketers to imagine what a good conversation is like in real life–it’s two way, it’s in the moment and is responsive to the context.

“The technology itself should be accessible to everyone, something that’s easy to utilise. That way, as a first step, data and tech can be democratised. Simply sharing data doesn’t guarantee a truly responsive customer experience, it requires continuous collaboration and alignment. Based on the report, our data suggests that more frequent communication is more impactful. Top-performing brands are 82% more likely to involve multiple teams and sync weekly on customer engagement, compared to other companies. This helps to support an aligned approach to customer engagement, especially on the topics of performance, data needs, and customer insights,” they explained.

Reshaping the omnichannel landscape for seamless customer engagement integration

For Martin Li, ex-global marketing director at VT Markets, he understands that modern technologies are fundamentally reshaping the landscape of omnichannel engagement in two key ways namely personalised experiences at scale and seamless and integrated interactions. This specifically includes artificial intelligence and data analytics.

“Artificial Intelligence (AI) and data analytics allow businesses to gather and analyse vast amounts of customer data, which can be used to create highly personalised experiences across all touchpoints, from targeted advertising and product recommendations to real-time customer support,” he said.

Martin also added, “Omnichannel platforms and marketing automation tools allow businesses to create consistent messaging and a smooth customer journey, regardless of whether a customer interacts with them online, in-store, or via social media.”

He also added that businesses need to map out the typical paths customers take when interacting with their brands, identifying potential pain points and opportunities for improvement.

“[Businesses must] maintain a consistent brand voice, tone, and visual identity across all touchpoints, fostering brand recognition and trust. Finally, leverage customer data to deliver personalised content, product recommendations, and promotions tailored to individual needs and preferences,” he said.

Challenges and opportunities for AI-driven automation for customer engagement strategies

Meanwhile, Adrian Koh, head of growth at Alta, noted that in the case of niche industries like Alta, the benefits for implementation may seem limited at the start.

“All is not lost; implementing AI tools for instant chats with customers, or generating content for marketing collaterals, can still be implemented so long as there is a person with a firm grasp of the subject matter steering the outcomes. In these cases, it’s more useful to think of AI as a co-pilot, and not a full replacement for human talent, at least for now,” he explained.

Koh noted, however, that as a firm thinks about implementing AI for customer engagement, businesses can immediately start their teams working with AI tools to take exploratory steps.

“Given the speed of AI advancement, a purpose-built tool might not be too far off in the distance; in which case, it is best not to be caught lagging too far behind competitors as new standards for customer engagement emerge,” he added.

When asked about how businesses can balance AI-driven automation and the human touch in customer engagement efforts, he says that for now, there’s no replacement for the human touch, no matter how unevenly it may be applied.

“This means businesses are likely to have to maintain a baseline level of human agents to facilitate customer engagements until AI tools can meet the task of facilitating customer experiences seamlessly,” he said.

He also added, “The key part of smoothening out AI and human-driven interactions is maintaining transparency with customers. Businesses need to communicate that AI bots are there to ensure timely and responsive answers on demand, but that the customer can always choose to speak to an actual person, though person-to-person interactions are dependent on availability.”

Meanwhile, Martin said that in order for AI integration to properly work, companies need to have a practical solution like establishing an Internal AI Committee: a cross-functional team to study AI, explore its potential applications, and develop a comprehensive strategy for integration.

“This committee can focus on identifying areas where AI can enhance customer engagement and drive business value. Developing clear ethical guidelines for AI development and use and addressing staff concerns through transparent communication and potential reskilling initiatives,” he said.

As for Wilfred John Allais, marketing lead at Ohmyhome, he said that the major challenges when integrating AI into customer engagement strategies is the risk of losing customers’ trust and engagement with their platforms. 

“The impersonal nature of AI responses can lead to a lack of personalisation in addressing customer inquiries. Ideally, we should find a balance where AI is used to enhance and improve interactions with customers, rather than replace them,” he said.

When asked about how to properly balance AI integration with the typical business process, Allais notes, “The approach may vary depending on the business type and how customers typically engage with it. Generally, I would recommend using AI to handle repetitive and routine inquiries, while delegating the more complex issues to a relationship manager. Additionally, if AI is unable to resolve an issue after several attempts, it should promptly escalate the inquiry to a relationship manager.”

To sum all up the insights, it is worth understanding that AI integration into customer engagement strategies is not just a trend but a strategic imperative for businesses striving to thrive in today’s dynamic market landscape. By harnessing the power of AI, businesses can unlock deeper insights into customer preferences, enhance personalisation efforts, streamline processes, and ultimately foster stronger connections with their target audience. Embracing AI-driven customer engagement is not merely about staying ahead of the curve; it’s about redefining the standard for customer experiences and securing a competitive edge in the digital era.