Digital marketing Archives

Singapore – GrabAds’ “Marketing Manager”, its web-based marketing platform dedicated to SMEs, is now available on mobile in a bid to help SMEs in the Southeast Asia region to boost their sales. The platform was previously launched in June 2023.

‘Marketing Manager; has also introduced the all-new “spotlight campaigns” feature, exclusively for mobile, where Grab curates specially designed campaigns – often only for a limited time- to assist merchants in maximising visibility and enhancing sales conversions.

Through this feature, merchants can strategically reserve high-visibility spaces for their stores, exclusively within Grab-hosted campaigns, increasing exposure and driving sales with a single, impactful campaign.

Moreover, MSME merchants on Grab can also use Marketing Manager’s newly enhanced features to drive more sales, including ease of creating ads based on their target audience requirements and sales goals; real-time reports help merchants readily gain insights into how successful their campaigns are; and ability for merchants to only pay for successful orders on a cost-per-order (CPO) basis.

Ken Mandel, regional head of GrabAds and Brand Insights, said, “GrabAds is committed to providing self-serve solutions to help our MSME merchant partners promote their products and drive more sales for their business through Grab. MSME merchants juggle various roles–from chef to bookkeeper, accountant and marketer– which necessitates their need for an easy-to-use, flexible yet effective marketing tool.”

He added, “When we conducted our own survey among our merchants, nearly half the merchants said that they prioritise conversion and cost when selecting an ad platform, which is why the latest features on Marketing Manager on mobile address the everyday challenges that our MSME merchants face.”

‘Marketing Manager’ on mobile is designed for merchants looking for straightforward and swift campaigns on mobile, providing a user-friendly option and is now available in Cambodia, Malaysia, Myanmar, Singapore, the Philippines and Vietnam.

Meanwhile, for businesses in need of more advanced tools, the web-based Marketing Manager Pro offers more comprehensive features suited for digitally savvy merchants seeking greater customisation for their ad campaigns.

Singapore – Tilt, a through-the-line and digital marketing agency based in Singapore, has announced the appointment of Madina Kalyayeva as its new managing director and partner as the agency aims to evolve into a regional creative powerhouse, poised to deliver innovative solutions to clients across diverse industries.

Part of the plans involved in Kalyayeva’s appointment would be the establishment of a dedicated social media and content production arm for the agency. In a press statement, Tilt shared that this strategic move aims to provide both existing and new clients with a holistic set of offerings, eliminating the need to tap into external partners for these services.

MARKETECH APAC recently caught up exclusively with Madina Kalyayeva to learn more about this move and hear her insights on the outlook of the digital marketing industry in Southeast Asia.

Embodying an ethos on innovation, agility, and client-centricity

When asked about this expanded service lineup, Kalyayeva believes that this new service will help provide Tilt’s clients with unparalleled support in navigating the evolving digital marketing landscape.

“Tilt is committed to building long-term relationships with our clients, offering consistent support and deeper partnerships. These new offerings will enable us to produce high-quality content quickly, optimising it for maximum impact. Social media, in particular, plays a crucial role in today’s digital landscape, and our dedicated arm will ensure that our clients have access to top-tier social media strategies and content production,” she told MARKETECH APAC.

She also added, “Having successfully set up an SM department & lead social media initiatives at M&C Saatchi, including regional clients like DFI and Epson, I understand the importance of social content in driving brand visibility and engagement.”

Prior to joining Tilt, Kalyayeva was previously the managing director of M&C Saatchi Singapore for almost two years. She also had experience working with agencies such as R.S.V.P., Indochie Media, GREY Singapore, amongst others.

During her time at M&C Saatchi, she played a pivotal role in acquiring clients such as Epson SEA, WWF Singapore, Maybank, and SMU. Her strategic vision and leadership have significantly contributed to expanding the agency’s offerings to social content production and PR and furthering relationships with existing clients.

By embodying the agency’s ethos on innovation, client-centricity, and agility; Kalyayeva believes that the agency is capable of harnessing the power of creativity and technology to drive meaningful impact for their clients and respective audiences, setting the standard for excellence in the ever-evolving world of digital marketing and media solutions.

“We are committed to pushing creative boundaries, adapting swiftly to industry changes, and placing our clients’ needs at the forefront of everything we do. Our approach is rooted in collaboration, transparency, and a relentless pursuit of excellence, ensuring that we consistently deliver exceptional results and build enduring partnerships,” she stated.

What digital marketing trends, challenges, opportunities await SEA marketers this 2024

When asked of the key digital marketing trends that await marketers in SEA this year, Kalyayve shared that it would be artificial intelligence (AI) and augmented reality, adding that it will aid in aiding innovation for digital marketing strategies by brands.

“While AI garnered significant attention in 2023, its true impact is yet to be fully realised. However, it has sparked conversations around its potential to streamline processes and enhance creative output. At Tilt, we’re excited about the possibilities AI presents and are integrating various AI solutions into our operations,” she said.

She added, “Today we have a headset & a power-bank, what will be interesting is when that will all be packed into lenses we can all wear – what we see today (AR sets) is not what we’ll see in the near future AR offers immersive and interactive experiences, providing agencies and brands they are servicing with unique opportunities to engage their audiences in novel ways.”

However, Kalyayeva expressed that a key challenge now for digita marketers this year is how they can adopt to these rapidly changing consumer behaviours while also operating on limited marketing budgets.

“In 2024, brands in Southeast Asia will encounter a myriad of digital marketing challenges and opportunities. As consumers adjust to the constantly evolving nature of the Internet, the pressure is on for brands to transform their strategies to keep pace. Tighter budgets, changing consumer behaviour, and the need to navigate cultural and linguistic diversity pose significant challenges. Moreover, with last-minute budget releases becoming more common, marketers are faced with shorter planning cycles and smaller budgets released in spurts,” she explained.

She added, “This dynamic landscape demands agility from both marketers and their partner agencies. At Tilt, we understand the importance of agility and stand ready to assist our clients, even with last-minute opportunities. By leveraging our dedicated social media and content production arms, we can produce high-quality, bite-sized content quickly to accommodate the fast-paced nature of digital marketing in Southeast Asia.”

Co-owners William Chan, CEO of HM Too in Hong Kong; and Stuart Helmore, Tilt’s CEO, expressed their excitement about Madina’s appointment, sharing, “We are delighted to welcome Madina to the Tilt family. Her extensive experience and proven track record in the industry align perfectly with our vision for Tilt’s future. We are confident that Madina’s leadership will not only contribute significantly to Tilt’s success but will also enhance the overall synergy within the HM family.”

The move also comes as Tilt continues its trajectory of growth following the acquisition by HM Too and Agile Media in October 2021, cementing its position as a leading creative force in the South East Asian region.

APAC – Aleph, an ecosystem of global digital experts and technology-driven solutions that enable the development of digital marketing, is expanding its partnership with Reddit to support the growth of advertisers and agencies in Cambodia, Hong Kong, Malaysia, Taiwan, and Vietnam.

Through the expanded partnership, Aleph will be in charge of developing and growing markets for platforms in the digital advertising space. With dedicated sales and support teams who are actively working in many areas, Aleph enables big platforms to expand into new markets and establish connections with regional advertisers.

The move into the Asia-Pacific (APAC) comes a little over a year after Aleph’s original partnership with Reddit. This focus on the APAC strengthens Aleph and Reddit’s partnership and supports Reddit’s growing global sales staff.

The partnership includes an Australian team and uses the platform to connect local advertisers in 13 European countries and seven Central Asian countries.

Speaking about the partnership, Harold Klaje, Reddit chief revenue officer, said, “As Reddit continues to scale internationally, it’s imperative we have the right teams on-the-ground in countries all over the world, who can connect local advertisers with our local audience and drive long term business success. Our Aleph partners are extensions of our Reddit Sales team and our work together strengthens our global footprint, allowing us to reach a more diverse set of advertisers across key regions like Europe, the Middle East and now APAC.”

Meanwhile, Sunny Nagpal, Aleph APAC managing director, expressed, “We are delighted to further expand our partnership with Reddit. Our reputation in the market has enabled the growth of such partnerships and for that, we are grateful. Expanding our work with Reddit into APAC will see our local teams bring decades of experience to drive opportunities for local advertisers and brands across all industries, connecting them with Reddit users in their local market and beyond.”

Singapore – Advertising agency Meetsocial announced the expansion of its digital marketing solutions expertise in Southeast Asia with the opening of its first international full-service office in Singapore.

Meetsocial’s expansion and new office come as part of the agency’s move to increase investment and personnel to support its current clients who market in Southeast Asia and offer its services to new clients based in the region.

The new Singapore office’s focus will be delivering core competencies such as advanced data analytics, comprehensive social media marketing, efficient search engine optimisation (SEO), and result-oriented content marketing.

Meetsocial will also employ regional talent, adapt products and services to international markets, build strategic partnerships with regional businesses, and tailor pricing and payment options to suit regional conditions.This approach will address the challenges of localization and cultural sensitivities while also enhancing Meetsocial’s competitiveness in the Southeast Asian market and driving its growth.

Additionally, the ad agency will harness its expertise in personalisation, artificial intelligence integration, and multichannel marketing strategies to ensure adaptability and seize new opportunities in the ever-changing digital landscape.

Earlier this year, Meetsocial started assembling its regional team and has established a partnership with Singapore-based digital design company Verz Design to enhance their full-funnel service. The collaboration will enable Meetsocial to engage with clients across the entire spectrum of business needs, particularly when entering new markets.

Commenting on the expansion, Charles Shen, CEO and founder at Meetsocial, said, “Unveiling our international office in Singapore is a significant milestone for Meetsocial. Having achieved considerable success in developing effective digital marketing strategies worldwide, we are excited to bring our expertise to the dynamic Asian market. Singapore’s exceptional infrastructure and business environment will enhance our ability to deliver impactful, trend-responsive campaigns for our clients.”

Kuala Lumpur, Malaysia – AI-powered multilingual digital marketing platform NexMind announced today that it has secured seed funding from Silicon Valley-based venture capital firm 500 Global to expand Its AI-powered multilingual digital marketing platform worldwide.

With 500 Global’s funding, NexMind will be expanding their product offerings and accelerate customer acquisition along with the launch of Text2Social, a new feature that allows users to generate social media posts across multiple channels.

This tool mainly allows users to create social media posts in any of the 17 languages, ensuring their message is localised and relevant to garner higher engagement. Among the languages supported currently are Bahasa Indonesia, Bahasa Malaysia, English, French, German, Italian, Japanese, Korean, Portuguese, Russian, Spanish, Tagalog, Thai, and Vietnamese.

The tool also conducts in-depth audience research to identify multiple data points useful for generating effective social media content, enabling marketers to spend less time on data analysis, and more time implementing data-driven decisions that support their marketing and communication goals.

Francis Lui, CEO and founder of NexMind, said, “Our focus is to help business teams generate more leads, increase brand awareness, and enhance their productivity through advanced yet intuitive AI tools. We are proud to have the support of 500 Global in our mission to be a world-class AI solutions provider.”

Meanwhile, Khailee Ng, managing partner at 500 Global, commented, “We believe NexMind’s multilingual AI solutions will propel the growth of today’s online businesses, accelerate the exchange of goods and services for the next wave of internet users, and have a positive impact on the future of our global economy.”

Australia – Media producer and distributor Seven West Media (SWM) has renewed its partnership with Taboola, a software development company. SWM has extended its cooperation with Taboola for an additional multi-year period after experiencing substantial growth across all of its digital platforms during the initial multi-year agreement.

The partnership between the two companies began in 2020 with the goal of enhancing activation opportunities across its digital assets. The partnership also included the roll-out of several Taboola platforms and tools to allow SWM to maximise traffic, grow its subscriber base and increase audience engagement.

Adam Singolda, founder & CEO of Taboola, expressed that they were delighted to be able to deliver strong results for SWM over the course of the 3 year partnership.

“SWM’s decision to re-sign with us affirms their immense satisfaction with our offering and its ability to deliver powerful insights for premium publishers and content creators. We’re looking forward to the next stage of our journey with SWM and continuing to enhance and expand their digital platforms,” he added.

Meanwhile, Evadne Janeke, head of commercial product for SWM, commented, “Taboola has delivered on its goal of strengthening our digital portfolio and market offering. We’ve seen a significant increase in traffic and audience engagement across our leading digital news platform, and we’ve been able to use Taboola’s insights to deliver more organic, branded content that connects and appeals to our audience. We’re looking forward to continuing our collaboration with Taboola as we continue to grow our digital footprint. Another great example of partnering for growth.”

Australia – To significantly expand its digital marketing capabilities and establish itself as one of the world’s most comprehensive customer acquisition and retention businesses, US and Australian marketing agency Alley Group has announced its merger with the Nunn Media-owned digital agency, Innovate Online.

The merger will add new capabilities to Alley Group such as Search Engine Optimization (SEO), and the skills of more than 25 Australian consultants to Alley’s talent roster. In addition, Alley Group will also offer its clients in-house traditional media planning and buying services in collaboration with parent Nunn Media.

Alley will also be given access to proprietary data planning and activation technology, Augment, and custom econometric modelling capabilities that the Nunn Media group has developed over the past six months.

The combined Alley Group is now one of the world’s most comprehensive digital agencies with a unique suite of capabilities and services that go beyond media to drive greater campaign efficiencies and ensure no marketing dollar is wasted in achieving heightened conversion.

Nick Lavidge, CEO of Alley Group says the combined Alley Group will help businesses cut marketing spend through economic headwinds without compromising conversions.

“In addition to strengthening up our full-funnel traditional and organic media services, we are excited to showcase our expanded capabilities outside media buying, such as creative optimization and site personalization that allows us to show the right ad to the right person at the right time,” he said.

Lavidge added, “Given Alley Group’s track record, team and expanded capabilities, we can confidently say we’re one of the world’s leading agencies delivering customer acquisition and retention solutions to drive attributable financial outcomes.”

Matt Nunn, group CEO of Nunn Media also remarked that integrating the businesses creates a unique global offering in the US and Australia that will be further accelerated through organic development and strategically focused acquisitions.

“Bringing Alley Group and Innovate together is a natural next step in the Nunn Media group’s mid-term strategy following our acquisitions of the two businesses. The move bolsters our position as a leading independent agency globally and ensures clients are provided the best and most effectively integrated marketing capabilities in market,” Nunn added.

The initiative follows a series of major client wins for Alley Group in the US and Australia, including software and IT solutions provider GoTo and video game publisher Bethesda Softworks.

Sydney, Australia – Sydney-based CRM integration agency Engaging.io has picked up a string of major new business wins and appointed experienced digital marketing entrepreneur and executive Miles Joyce as its non-executive chair ahead of international expansion.

The global HubSpot partner has secured four new clients and will manage the implementation of HubSpot and transition away from legacy CRM platforms such as Salesforce.

In addition to ASX listed adventure tourism business, Experience Co, Engaging.io has also been appointed by global business publisher Key Media and an Australian mortgage broker and accounting software company.

Following exponential growth, including doubling of revenue and headcount to more than 35 employees this financial year, Engaging has also appointed Miles Joyce as its first non-executive chair. Joyce is a highly respected leader in Australian advertising and marketing and across his more than 30-year career.

On working with Engaging, Joyce said, “Marketers recognise that strong martech platforms are essential to drive customised and one to one communications with existing and potential customers. Engaging has built a strong partnership with HubSpot and together with its team of specialists to deliver this capability. I look forward to working with Michelle and the team as the agency continues to growth and expand into new markets.”

Meanwhile, Michelle O’Keeffe, CEO of Engaging, commented, “HubSpot’s all-in-one platform combining marketing, sales, and service tools, makes it easier for businesses to manage their customer relationships and drive growth. The partnership has been instrumental in Engaging’s success and we look forward to working closely with our new clients to help them succeed in an ever-evolving digital marketing landscape.”

O’Keeffee added, “There are exciting times ahead for Engaging. The team continues to grow as enterprise clients recognise the expertise and service delivery we offer. Our plans are on track to expand operations to the US and having someone with Miles’ pedigree and experience in building digital agencies will prove invaluable and we are delighted to welcome him to Engaging.”

The agency’s recognition by HubSpot as a major integration partner will see Engaging expand to the US later this year, with a search underway to find its first local hire.

Engaging, which works with enterprise clients across health, finance, property, education and alcohol categories, is an award-winning HubSpot partner for five years running.

India – Naga Foods, the largest retailer in Chennai in India, has awarded its digital marketing mandate to Ayatiworks, digital marketing firm based in Chennai. The agency is tasked to manage its campaigns to drive more engagement and digital and creative solutions for the brand.

Naga Food has served as the corporation that represents Naga throughout its existence. Naga is established as a farm-to-fork company and is proud of its state-of-the-art production facility.

According to the agency, Ayatiworks will seek to improve Naga Foods Group’s entire brand visibility on digital and social media platforms. The agency will be in charge of developing original content as well as data-driven social media campaigns as part of its mandate.

Ayatiworks further revealed that it already has two advertising campaigns planned for Holi & Ramadan. With increased exposure and the implementation of a solid brand strategy, the agency aims to ensure that the brand reaches market leadership.

Furthermore, monitoring customer interest and aiding the brand in starting a conversation across all accessible integrated marketing channels are some of the duties assigned to the agency.

Upendran Nandakumar, AyatiWorks’ Founder, commented, “We’re all prepared to implement [360-degree] digital solutions to [disrupt] and drive campaigns for the brand to help it fly to new heights. Through our all-encompassing strategy, we hope to help clients create more successful narratives and stronger connections with their audience.

“We are convinced that [by] using best-in-class tactics, Naga Food will maintain its lead in a fiercely competitive sector. We would adopt the strategy of creating meaningful discussions for the brand and elevating their presence,” added Nandakumar.

Meanwhile, Monaa Kannan, director of marketing of Naga Limited Consumer Division, expressed excitement about the partnership. “We are pleased to have Ayatiworks on board as our digital partner. With the growing digital world, we plan to connect with each and every consumer through [the] digital medium to keep them updated with our [regularly] innovated products.”

2017-founded Ayatiworks offers 360-degree digital media solutions. It offers planning, buying, and programmatic solutions for digital media. In addition, the agency has also dabbled in 24-hour e-commerce, multilingual marketing, and in-house influencer marketing.

Sydney, Australia – Digital marketing agency Tug Sydney has been appointed by Bluebeam, a global developer of software solutions and services for the architecture and construction sectors, to drive digital marketing across the Asia Pacific.

Following a competitive pitch, Tug will manage all paid media for Bluebeam including search, display and video, across key markets including Australia, New Zealand and India. Since 2019 Tug has worked with Bluebeam for paid media and SEO in the UK, Germany, Austria and Switzerland from the agency’s offices in Europe.

Headquartered in Pasadena, California, Bluebeam is a leading developer of solutions and services for architects, engineers and construction professionals worldwide. Launched in 2002, Bluebeam works with some of the world’s largest design and engineering firms, with customers in 130 countries and more than two million users.

Megan Johnstone, regional marketing manager for APAC at Bluebeam, said, “Tug demonstrated a clear understanding of our business and how best to use paid media and drive return on investment. Having worked with Tug in Europe, we were familiar with their expertise and as our offering expands in key APAC markets they are ideally positioned to help deliver on our ambitious targets.”

Charlie Bacon, GM of Tug Sydney, commented, “We’re delighted to expand Tug’s relationship with Bluebeam into our region. They’re an exciting business with clear objectives to continue growing and we look forward to partnering with them to realise that.”

Bluebeam is the latest win for Tug and follows SEA LIFE Sydney’s appointment to manage search engine optimisation earlier this year.