Tag: E-Commerce Marketing Series

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.

The outlook for e-commerce marketing strategies is more dynamic and complex than ever, as digital transformation accelerates and consumer behaviours continue to evolve. As marketing leaders, it’s crucial to recognise the shift from traditional, one-size-fits-all approaches to more personalised, data-driven strategies. 

The rise of artificial intelligence and machine learning enables businesses to analyse consumer data at unprecedented depths, offering insights that drive more targeted marketing efforts. Moreover, the increasing importance of mobile shopping and social media integration requires marketers to adopt a multi-channel approach, ensuring a seamless and engaging customer experience across all touchpoints.

Looking ahead, marketing leaders must prepare for a landscape where agility and adaptability are key. The growing demand for sustainable and socially responsible business practices also impacts e-commerce strategies, pushing brands to align their marketing messages with these values. 

As part of our E-Commerce Marketing 2024 series, we invited industry leaders to share their insights and advice on how to traverse the ever-evolving landscape of e-commerce marketing. From improving customer experience, hyper-personalisation, social commerce to influencer marketing, these are the insights various industry marketing leaders have shared to push forward the e-commerce marketing scene further into 2024 and beyond.

Check out the line-up of published insights by marketing leaders under the series:

For our first byline under this series, Eleanor O’Dwyer-Duggan, CX solution strategist for Southeast Asia at Qualtrics shares her insights on why delivering a superior CX is one of the most impactful, sustainable, and efficient ways to achieve greater business impact in challenging market environments. Learn more about her insights here.

To succeed in the world of digital commerce, Annie Yao, head of growth and market intelligence at Flywheel offers up advice of having a winning recipe that requires a data-driven approach, operational efficiency and the seamless integration of omni-channel strategies. Check out her piece here.

Brick-and-mortar stores and online versions are continuously growing in APAC–but how can brands create a seamless integration between the two? For Keith Ho, strategy lead at NP Digital Malaysia, the answer lies on finding the right model that fits both the needs and interests of a brand’s target demographic and meets them at their convenience. Check out his byline here.

Speaking of seamless commerce, Anson Bailey, head of consumer & retail at KPMG APAC notes in his piece that a seamless online-offline customer experience has now become a baseline expectation. Only by excelling in this domain can retailers expect to lead the market.

When it comes to retail media spend for brands, Sebastian Diaz, head of media innovation at Bench Media explains that marketers recognise the need to provide a personalised shopping experience and retailers are increasingly monetising access to ad spending across their websites and in-store activity. Check out his piece here.

In this piece by Vikram Kharvi, CEO at Bloomingdale Public Relations, he explains that AI-driven hyper-personalisation in e-commerce marketing offers numerous benefits, but it’s essential to address the concerns it raises and find a middle ground that satisfies both the business and its customers. Learn more about it here.

Speaking of AI-driven solutions, David Ko, managing director at Ruder Finn Interactive Asia (Ruder Finn Asia) notes that by embracing transparent and responsible AI practices, companies can unlock the full potential of personalised marketing while building and maintaining the trust of their customers. More of this here.

Ynes Nar, head of account, marketing strategy & client servicing at Tomato Interactive Singapore (BlueFocus company) focuses her piece on the fact that as this new era of social commerce unfolds, those who understand and harness its potential will not just survive but also lead the way in this new era of social commerce–thanks to KOLs who support their campaigns.

The future of e-commerce marketing–according to Francis Dy, head of innovation at Wavemaker Philippines–is set to be defined by an intricate blend of advanced technology, personalisation, and a commitment to sustainability, all while maintaining a human-centric approach. Learn more about this outlook here.

For Glenn Gore, chief executive officer at Affinidi, as the latest technology trends diving into how consumers’ lives continue to merge with the digital realm, personalised experiences are beginning to see even stronger demand. Check out his piece here.

Should marketers channel more resources into attracting the right audience, or should they optimise their websites to convert visitors into customers? In this piece by Sebastian Klett, general manager at Balance, he explains that brands must evaluate current strategies, make the necessary adjustments, and ensure that every step of the digital experience guides their audience toward becoming loyal customers.

APAC is witnessing a significant shift in consumer behaviour, with the rise of direct-to-consumer (DTC) brands becoming a major disruptor in the retail landscape. To ride this growing trend, Kevin Daniel Kuntoro, regional commerce head at Summer International explains that to ride this success, this depends on their ability to adapt to changing consumer behaviours; prioritise key trends and insights; utilise social media and influencer marketing to build trust. Check out his piece here.

In this last–but not least–piece of this series, Sorrel Kesby, head of global commercial operations at GumGum explains that capitalising on the e-commerce boom of recent years calls for a strategy that meets customers in the right place and in the right mindset.

As we move into 2024 and beyond, the outlook for e-commerce marketing strategies is both exciting and dynamic. Businesses will need to adapt to rapid technological advancements, such as AI-driven personalisation, voice search optimisation, and augmented reality, to create more immersive and tailored shopping experiences. The emphasis on data privacy and ethical marketing practices will also grow, as consumers demand greater brand transparency and trust.

Additionally, leveraging social commerce and influencer partnerships will continue to play a crucial role in driving engagement and sales. Overall, successful e-commerce strategies will be those that blend innovation with a deep understanding of consumer behaviour, ensuring brands remain agile and relevant in a constantly evolving digital landscape.

Contextual advertising might be considered a modern phenomenon, but it is one of the oldest tricks in a marketer’s playbook. From advertisements for cold cream in early women’s journals to the first-ever car advertisement in Scientific American, contextual placement has long played a key role in enticing prospective customers. 

Today, however, the media environment is considerably more sophisticated, and capitalising on the e-commerce boom of recent years calls for a strategy that meets customers in the right place and in the right mindset.

There’s no questioning the value of the prize on offer. E-commerce presents an immeasurable opportunity for Asia Pacific’s marketing community, with an estimated market size of US$4.2 trillion in 2024. This is expected to reach US$6.76 trillion by 2029, growing at a CAGR of 10% over the next five years. 

In the past, brands looking to ramp up e-commerce sales, either on their own platforms or via digital marketplaces, had limited advertising options. Banner ads and pop-ups were commonplace, often appearing in inappropriate places and completely out of context, much to browsers’ frustration. 

Now, with heightened consumer expectations and growing awareness around data privacy, the playing field looks very different. With Google’s sunsetting of the cookie progressing at a glacial pace, context-based marketing has emerged as the clear cut privacy-friendly alternative to previous data-intensive strategies.

Why context is king in today’s digital advertising realm

In a vast market like APAC, context matters deeply. As home to a wide range of people, ethnicities and cultures, not to mention 60% of the world’s population, APAC poses both an exciting and challenging landscape for e-commerce brands. 

In order to be successful in this space, marketers need to thoroughly understand their target audience’s preferences, interests and passions. By delving into the consumer’s psyche and emotional drivers at precise moments, and assessing the advertising creative that cuts through with specific audiences, brands can deliver highly relevant ads. 

Correspondingly, consumers are increasingly demanding personalised experiences. But even without access to device IDs and third-party cookies, marketers can still deliver hyper-personalised experiences by curating creative that matches the page content (or video) the user is viewing. 

Cutting edge technology to deliver highly relevant e-commerce ad creative

AI-powered contextual advertising is undoubtedly one of the biggest game-changers across the digital landscape of recent years. With fast-advancing innovations in contextual platform capabilities, buyers now have a new and compelling opportunity presented to them.

Given the seemingly infinite number of pages and users on offer, it’s these AI-powered platforms that are best poised to deliver business’s commercial objectives at the necessary scale.

But what exactly should e-commerce-focused marketers be looking for? In essence, the ability to forensically delve into context is what will separate the best from the rest. The most innovative platforms now offer not just in-depth keyword search analysis, but rigorous web page and video analysis that ranks thousands of pieces of creative at speed. 

Then, combining all these data points, standout platforms will match ad creative with high-attention online inventory, giving each placement a greatly increased chance of successfully driving conversions.

That’s why it’s essential to have the right platform partner: to gain a serious analytical leg up, while also having a compelling case to reach relevant publishers. 

Successful partnerships between marketers and publishers are those that create a win-win situation. Publishers can benefit from advanced contextual advertising to increase monetisation opportunities, while advertisers can be assured that their creative is appearing alongside content that is suitable for their brands.

In a cookieless and privacy-conscious world, e-commerce brands require new ways to deliver targeted ads to consumers digitally. Contextual advertising, in many ways, may be as old as the industry itself, but it has rapidly risen to meet the demands of the modern age. With advanced advertising platforms as partners, marketers can seize on the billion-dollar opportunity presented, while also delivering ad creative that is the perfect match for today’s privacy-focused consumer.

This thought leadership is written by Sorrel Kesby, Head of Global Commercial Operations at GumGum

The Asia Pacific market is witnessing a significant shift in consumer behaviour, with the rise of Direct-to-Consumer (DTC) brands becoming a major disruptor in the retail landscape. 

DTC brands have gained popularity for their ability to offer personalised products, seamless consumer experiences, and competitive pricing. As a result, many traditional brick-and-mortar retailers are now adopting DTC strategies to stay competitive. In this article, we will explore the key trends and insights related to DTC brands in the Asia Pacific market.

  1. Rise of Cross-Border E-commerce

One of the most significant trends in the Asia Pacific market is the rise of cross-border e-commerce. According to a report by Google and Temasek, the cross-border e-commerce market in Southeast Asia is expected to reach $53 billion by 2025, growing at a compound annual growth rate (CAGR) of 24% from 2020 to 2025. This trend is driven by the increasing demand for international products and services, as well as the growth of e-wallets and digital payment systems.

  1. Mobile-First Approach

In the Asia Pacific market, mobile devices are becoming the primary means of accessing the internet. The Asia Pacific region is leading the way in mobile commerce adoption with 55% of internet users in the region using mobile devices to make purchases. 

This trend is driven by the widespread adoption of smartphones and the increasing demand for mobile-first experiences. DTC brands that prioritise mobile-first strategies are likely to gain a competitive advantage in the market.

  1. Personalization and Loyalty

Personalization is a key aspect of DTC marketing, and consumers in the Asia Pacific market are increasingly demanding tailored experiences. DTC brands that prioritise personalization through data analysis, AI-powered marketing, and loyalty programs are likely to build strong relationships with consumers and drive repeat business.

  1. Sustainability and Social Responsibility

Consumers in the Asia Pacific market are increasingly concerned about sustainability and social responsibility. According to a report by Nielsen, 81% of consumers in Asia Pacific countries consider environmental issues when making purchasing decisions. DTC brands that prioritise sustainability and social responsibility are likely to attract consumers who share similar values and build brand loyalty.

  1. Omnichannel Retailing

The Asia Pacific market is witnessing a shift towards omnichannel retailing, where consumers expect seamless shopping experiences across multiple channels. According to a report by McKinsey, more than 50% of consumers in Asia Pacific countries use multiple channels to shop. DTC brands that prioritise omnichannel retailing are likely to provide a consistent brand experience across all touchpoints.

The Influence of Social Media

Social media has played a crucial role in the success of DTC brands. Platforms like Instagram, Facebook, and Twitter have provided a new channel for brands to engage with their audience, share their story, and showcase their products. According to a report by Influencer Marketing Hub, 90% of marketers use social media to reach their target audience, and believe that social media is an effective way to build brand awareness.

Influencer marketing has become a critical component of the DTC marketing strategy. Brands are partnering with influencers who have a large following in their target audience to promote products and increase brand awareness. According to a report by Forbes, 70% of influencers partner with brands on sponsored content opportunities.

Influencer marketing has several benefits for DTC brands. It allows them to reach a targeted audience that is already interested in their products or services. It also provides an opportunity for brands to showcase their products in a more authentic and relatable way. According to a report by TubeFilter, 63% of consumers say they are more likely to make a purchase if they see an influencer promoting it.

Secrets to Satisfying Consumer Experience and Retention for DTC Brands

The rise of DTC brands has disrupted the traditional retail landscape, offering consumers a new way to purchase products directly from the manufacturer. However, this shift has also presented a unique set of challenges for DTC brands when it comes to consumer experience and retention. 

As DTC brands focus on building strong relationships with their consumers, they are finding that the traditional metrics of consumer satisfaction and retention are no longer enough. In today’s digital age, consumers expect a seamless and personalized experience across all touchpoints, from online browsing to post-purchase support.

According to a study by PwC, 73% of millennials say that consumer experience is a key factor in their purchasing decisions, while 51% of consumers say that they are willing to switch brands if they have a bad consumer experience. To meet these expectations, DTC brands must prioritise consumer experience and retention. This involves creating a consumer-centric approach that is built on a deep understanding of their needs, preferences, and behaviours.

This includes everything from website design to social media engagement, email marketing, and consumer service. Another challenge is dealing with the high volume of consumer interactions. As DTC brands scale, they are faced with the task of managing a growing number of consumer inquiries, complaints, and feedback. This can be a daunting task, especially for smaller brands with limited resources.

But why is consumer experience so important when it comes to retention? The answer lies in the fact that consumers who have a positive experience with a brand are more likely to return, driving loyalty and advocacy to recommend the brand to others. This can lead to increased word-of-mouth marketing, positive reviews, and social media engagement.

In conclusion, the success of DTC brands in Asia Pacific depends on their ability to adapt to changing consumer behaviours; prioritise key trends and insights; utilise social media and influencer marketing to build trust; and provide a seamless and personalised consumer experience. By doing so, DTC brands can build strong relationships with their consumers, drive loyalty and advocacy, and increase profits in this highly competitive market.

This thought leadership is written by Kevin Daniel Kuntoro, Regional Commerce Head at Summer International.

Singapore – As consumer behaviour shifts towards online shopping, retail brands must develop robust e-commerce strategies to engage their target audience, drive sales, and build brand loyalty. Effective e-commerce marketing allows brands to reach a global audience, personalise the customer experience, and utilise data-driven insights to optimise their marketing efforts. With the vast amount of data available, retail brands can understand consumer preferences, predict trends, and tailor their marketing messages, ensuring they resonate with their audience and lead to higher conversion rates.

As more brands enter the e-commerce space, standing out requires a blend of innovative tactics, such as social media advertising, content marketing, influencer partnerships, and search engine optimisation. By leveraging these strategies, retail brands can enhance their online visibility, create engaging shopping experiences, and foster strong customer relationships.

For our latest E-Commerce Marketing Series interview, we recently spoke with Esther Chan, director of marketing at Love, Bonito to learn more about why a well-executed e-commerce marketing strategy is no longer optional but a critical component for success and growth in the retail industry.

These are the trends shaping fashion retail’s e-commerce marketing strategies

For Esther, the key trends influencing e-commerce marketing strategies for fashion retailers like Love, Bonito include influencer marketing, social commerce, and AI integration.

For influencer marketing, she notes that the growth has been apparent, given various factors including the proliferation of social media, authenticity, trust as well as the individual’s ability to trendset.

“Specifically to retail, it is key that our influencers are able to showcase the products in their own way – be it through occasional styling, highlighting thoughtful design benefits or even showcasing our fit as part of their daily lives, all of which makes it relatable to the everyday consumer. For us, it’s crucial to choose influencers whose values align with the brand and who connect with the target audience,” she explains.

As for social commerce, she added, “The integration of shopping features into social platforms has provided immense convenience for customers, given the increased usage of mobile phones across the globe. For brands, this smoothens the transaction process through shoppable posts and live selling sessions.”

Meanwhile, she notes that brands are leveraging AI for creative production which aids in solving customers’ pain points and personalising the shopper’s experience.

“There are many tools in the market, all of which present opportunities to hasten the creation process and to enhance customisation by automating the permutation of items a customer views when they visit the website, all of which is ultimately done to elevate the customer’s browsing experience and solve their pain points,” she added.

How Love, Bonito integrates emerging technologies to e-commerce marketing strategies

Esther explains that emerging technology enhances the customer experience while marketing strategies remain core and should be tailored to the brand’s needs during the specific period of growth. At their end at Love, Bonito, she says that they specifically look at technologies like machine learning, progressive web apps, live-stream commerce and of course, AI. 

“For us, we have been leveraging data science and machine learning to improve our customer’s shopping experience as well as to better predict product preferences. In 2022, we launched our first-ever virtual shopping assistant, LBStylist, which was created to provide personalised style recommendations at scale on the website,” she said.

She also added that they have launched their progressive web app for a seamless and responsive user experience on mobile, as well as started doing more live streams and plans are underway for live-selling too. Moreover, they are also looking into onsite solutions that allow for customers to virtually try outfits via diverse models to determine the fit.

“As we cater to an array of Asian women in different markets, we are aware that an outfit can look different on women with different body types, skin colour, height. As such, in line with our mission to create thoughtful experiences, the aim is to provide customers the ability to envision themselves in the outfit before a purchase is made,” Esther noted.

Integration of efficiency and human centricity

When asked about what she can suggest to companies in striking a balance between efficiency and human centricity in their e-commerce marketing strategies, she remarks that it’s not necessarily a balance but an integration of efficiency and human centricity.

In Love, Bonito’s case, she says that they focus on their customers needs and pain points and develop e-commerce marketing strategies around that.

“So, while utilising such technology allows brands to be quicker and more efficient in executing marketing strategies at scale, it also provides an opportunity for us to be more human-centric through personalisation to meet the customers’ needs (e.g. LB Stylist), ease of browsing barriers through VR tools and live-streaming to connect with our community,” she says.

Apart from technology, Esther also says that the company also invests in local efforts such as ground-up community events and social media channels like Instagram, Facebook and Tiktok to connect with our community, while LinkedIn, YouTube showcase more about our corporate storytelling and culture. 

“Not forgetting the engagement of local influencers that resonate with our target audience to garner more brand love amongst our audiences,” she said.

The future of e-commerce marketing in fashion retail

In the realm of e-commerce, Esther foresees social commerce as an up and rising sales channel, alongside influencer marketing. On top of that, AI, machine learning, AR and VR are expected to grow in this space to create a seamless and personalised online journey for customers. 

“At Love, Bonito, we’ll continuously test and learn with these new technologies and marketing strategies, which is especially important in high-potential markets where we do not have a physical store yet. 

She added, “While the e-commerce scene continues to grow, we also expect customers to be channel agnostic – going offline to try on apparel and potentially shopping online for the items, or discovering our latest drops on social media and website and going in person to try the items out.”

***

As we look ahead, the future of e-commerce marketing strategies in fashion retail promises to be an exciting blend of technology and personalisation. The integration of advanced AI, augmented reality, and data-driven insights will continue to reshape how brands engage with consumers, offering hyper-personalized shopping experiences and immersive virtual try-ons. 

Social media and influencer partnerships will remain pivotal, but their roles will evolve with emerging platforms and changing consumer behaviours. Brands that successfully harness these innovations while staying true to their unique identity and values will not only drive growth but also set new standards for consumer engagement in the ever-evolving fashion landscape.

In digital commerce, the challenge of budget allocation is ever-present. Should marketers channel more resources into attracting the right audience, or should they optimise their websites to convert visitors into customers? This is a question that demands careful consideration. Too often, businesses lean heavily towards one end of the spectrum—either pouring funds into ads for acquisition or investing in their website at the expense of a seamless customer journey. However, in today’s competitive landscape, where every brand vies for attention, the key to success lies in finding the right balance. It’s not just about drawing in customers but strategically engaging those most likely to convert into loyal brand advocates.

The Importance of Balanced Marketing Investment

Effective digital marketing isn’t just about bringing in an audience; it’s about converting this audience into loyal customers. Spending heavily on customer acquisition might drive high traffic, but if the website isn’t optimised, visitors are likely to leave without purchasing. On the other hand, a perfectly optimised website without sufficient traffic is like a beautifully designed store in a deserted area. Both aspects need attention to ensure you can maximise your ROI, and we all know that even the most well-crafted ads can fail to deliver results.

A balanced marketing investment ensures that every dollar spent on attracting an audience is supported by a website capable of delivering a positive user experience. This holistic approach leads to higher conversion rates and customer satisfaction, ultimately supporting business growth.

Understanding Audience Acquisition and Its Impact

Several factors influence the cost of acquiring an audience, such as keyword competition, audience targeting, and content relevance. For example, platforms like Google Ads use a quality score to determine the cost-per-click (CPC) of ads. This score is influenced by the relevance of the ad, the quality of the landing page, and the expected click-through rate.

To optimise customer acquisition and spend, marketers should focus on the following:

  • Keyword Optimisation: Using relevant and specific keywords to effectively reach the target audience.
  • Content Relevance: Crafting messages that closely match the intent and needs of the audience.
  • Quality Score Improvement: Enhancing the quality score by ensuring the landing page offers a good user experience and aligns with the content that attracted the audience. This also includes the website speed performance measurements used by Google PageSpeed.

By managing these factors, marketers can lower their CPC and get more value from their audience acquisition budget.

The Impact of Website Performance on Ad Costs

Website performance directly affects Google Ads Quality Score. A slow-loading website not only frustrates customers but also impacts your Quality Score, therefore increasing CPC. Improving your website’s speed can significantly enhance your ad performance and reduce costs per ad. Focus on optimising page load times, enhancing server response times, and mobile friendliness.

Key elements of website optimisation for a lower CPC include:

  • Speed: Slow-loading websites can frustrate users and increase bounce rates. Tools like Google PageSpeed Insights can help identify areas for improvement.
  • Mobile Responsiveness: With a significant portion of traffic coming from mobile devices, ensuring your website is mobile-friendly is critical.
  • Intuitive Navigation: A website should be easy to navigate, allowing users to find what they are looking for quickly and effortlessly. 

In addition to Google Ads, platforms like TikTok, Facebook, and Instagram are common ways to reach targeted audiences, each with its own cost structure. Facebook Ads, for example, often have a lower CPC compared to Google, while TikTok and Instagram require creative, visually driven content to engage users effectively. Regardless of the platform, it’s essential that your website aligns with the tone and expectations set by your ads. Consistency between the ad and the landing page ensures a seamless user experience, which is crucial for maximising conversions.

Creating a Seamless Journey from Audience to Conversion

Consistency between the content that attracts your audience, and the landing page experience is crucial for a seamless customer journey. When a user engages with your content, they develop certain expectations. If the landing page fails to meet these expectations, it can lead to higher bounce rates, lower conversion rates and wasted ad spend.

Best practices for ensuring alignment include:

  • Matching Ad Content to Your Landing Page: The landing page should deliver on the promises made in the content that attracted the audience. If content promotes a specific offer, the landing page should prominently feature this offer.
  • Consistent Messaging and Design: Maintain a consistent tone, style, and visual design between the content and the landing page to build trust and ensure a smooth transition.
  • Personalised Landing Pages: Use dynamic content to tailor the landing page to the visitor’s interests and behaviours, enhancing relevance and engagement.

Tools and Metrics to Measure Success

Effectively balancing your investment between acquisition and conversion requires careful analysis of key performance indicators. By consistently monitoring these metrics, you can make data-driven decisions that optimise both your marketing strategies and your website’s ability to convert customers. Focus on understanding user behaviour, identifying where drop off is happening, and assessing the overall effectiveness of your conversion efforts.

Key metrics to look out for include:

  • Bounce Rate: Indicates the percentage of visitors who leave after viewing only one page, helping you identify potential irrelevant content or experience design issues.
  • Conversion Rate: Measures the percentage of visitors who complete a desired action, usually a purchase, revealing how effectively your site turns traffic into sales.
  • Average Session Duration: Shows how long visitors spend on your site, reflecting their engagement and interest in your content.
  • Page Load Time: Provided by tools like Google PageSpeed, this metric measures how quickly your pages load, which directly impacts user experience and conversion rates.

Conclusion

Achieving the right balance between marketing investment and website performance is essential for Digital Commerce success. It’s not just about where you allocate your budget, but how well your ads and website collaborate to create a seamless customer journey. By strategically aligning your marketing spend with website optimisation, you can maximise ROI and drive higher conversions. Evaluate your current strategies, make the necessary adjustments, and ensure that every step of the digital experience—from ad click to purchase—guides your audience toward becoming loyal customers.

This thought leadership is written by Sebastian Klett, General Manager at Balance.

The retail industry is primed to continue its growth trajectory, with the global consumer class (comprising of consumers spending US$12 or more per day) reaching 4 billion in the previous year, and 5 billion people by 2031. In Asia-Pacific, the retail e-commerce market size is expected to grow by 8% CAGR from 2023 to 2028. These numbers reflect a growing appetite around consumer spending, but are retailers able to keep up? 

With the latest technology trends diving into how consumers’ lives continue to merge with the digital realm, personalised experiences are beginning to see even stronger demand, with 90% of businesses acknowledging that these experiences play a pivotal role in increased sales and even repeat business. However, figures show that only 35% of marketers say their customers have personalised experiences, illustrating a gap between perceptions and reality.

Personalisation – How Challenging Is It, Really? 

For retailers to even begin looking towards personalised experiences, they need valuable data and insights which they can tap into to develop their marketing strategies. However, the concrete data they require from their customers are stored in existing silos such as social media platforms or respective e-commerce sites, leaving the wider pool of retailers with a fragmented view of a customer’s behaviour, and in turn, inaccurate data.

Imagine a tailor creating a suit without considering the client’s budget, the suit’s purpose, skin conditions, or the climate it will face. This is akin to businesses ignoring key consumer insights. Without understanding these crucial factors, they struggle to offer truly customised solutions. Relying solely on partial data leads to misguided marketing strategies and product offerings that miss the mark, resulting in wasted resources and lost opportunities. Just as a perfectly tailored suit requires more than a good fit, businesses need a holistic view of their customers to deliver truly personalised experiences that resonate and satisfy.

In the competitive retail landscape, where standard data is widely accessible, retailers must differentiate themselves by offering exceptional consumer experiences and personalisation through deeper insights. Failing to do so risks leaving consumers feeling undervalued, dissatisfied, and disengaged, while competitors who prioritise up-to-date customer data will excel and dominate market share.

The Band-Aid Solution At Present 

To grasp any form of insights about consumers, retailers at present typically turn to first-party, second-party, and third-party data. First-party data, collected directly from customers, is highly accurate and compliant with privacy regulations like GDPR and CCPA, making it a reliable source. However, its scope is limited to the existing audience database, and it can become outdated if not regularly refreshed. Second-party data, shared between trusted partners, provides additional perspectives but may not perfectly align with a company’s specific needs and can also suffer from data staleness. Third-party data, quite commonly used, is often viewed as a cost-effective method for expanding audience reach, is collected from a wide array of sources across the digital landscape, including websites and social media platforms.

However, third-party data is fraught with challenges. It often contains incomplete or outdated information, making it less reliable for strategic decision-making. Additionally, it raises significant privacy concerns, as it is typically gathered without direct consent from the individuals, making it far less accurate and trustworthy than first-party and second-party data.

The Gold Standard of Data Collection

For the uninitiated, zero-party data, a term that has gained traction in recent times, is defined as information shared directly by customers, with transparency and knowledge on how their data will be used. Differentiating this from first- to third-party data, zero-party data is intentionally shared by customers themselves, delivering unmatched precision and relevance in grasping their needs, preferences, and expectations. 

Consider Lily, a fashion enthusiast who visits an online apparel site to cart out new outfits. By sharing past shopping information, and current style preferences with the site, Lily gives the company valuable insights into her interests – a prime example of zero-party data.

On a grander scale, businesses that utilise zero-party data will be able to foster healthier and more positive relationships with their customers, increasing their brand loyalty and building trust. 

Holistic Identity – What Is It? 

The Holistic Identity concept is designed to return data ownership from centralised platforms back to individuals, allowing them to securely manage, store, and share their information. This approach empowers individuals to control what they share and with whom, ensuring a unified and accurate representation of themselves are shared.

For e-commerce businesses, these solutions also streamline onboarding by enabling efficient identity verification and data sharing with a. single click, providing customers with a frictionless experience. This approach allows companies to gain deeper insights into their customers, enabling personalised product recommendations and marketing, which enhances satisfaction and loyalty.

Businesses that adopt Holistic Identity technologies into their technology stack reduce their liability by gathering only necessary customer data through zero-knowledge proof methodology, minimising the risk of data breaches, and ensure compliance with privacy regulations. 

The Future and Beyond

In today’s competitive and rapidly evolving market, businesses must be proactive in meeting consumer demands for personalisation and privacy. By leveraging zero-party data through Holistic Identity, businesses can unlock new opportunities, craft highly effective marketing strategies, and build stronger brand loyalty—all while ensuring strict adherence to privacy regulations. Embracing these advanced technologies is not just an option; it’s essential for retailers aiming to pivot effectively and lay the groundwork for sustainable, long-term growth.

This thought leadership is written by Glenn Gore, Chief Executive Officer at Affinidi

As the former COO of a leading food delivery service and a current leader in innovation, the transformation of the e-commerce landscape has been observed from both operational and strategic perspectives. The journey from managing food deliveries in a nascent digital market to witnessing the explosive growth of e-commerce has provided unique insights into the evolving nature of this dynamic industry. The future of e-commerce marketing is set to be defined by an intricate blend of advanced technology, personalisation, and a commitment to sustainability, all while maintaining a human-centric approach.

The Transformative Power of Hyper-Personalisation

During the tenure at the food delivery service, personalisation was a cornerstone of customer retention and brand loyalty. Today, personalisation has evolved far beyond basic customer segmentation, driven by advancements in artificial intelligence (AI) and machine learning.

AI-Driven Customer Segmentation: Previously, segmentation was relatively straightforward, based on broad categories like location or order history. However, AI now enables a much deeper dive into customer behaviour, identifying highly specific segments with shared preferences. This advanced level of understanding allows e-commerce marketers to deliver messaging and product recommendations that resonate on a profoundly personal level, increasing engagement and driving higher conversion rates.

Predictive Analytics: In the past, predictive analytics was largely the domain of major corporations with the resources to invest in sophisticated data systems. Today, it has become a more accessible tool across the industry. E-commerce platforms can now anticipate customer needs based on a combination of past behaviours, real-time data, and even external factors such as trends or seasonality. This capability not only enhances the customer experience but also optimises inventory management and marketing strategies.

Dynamic Pricing: Dynamic pricing has been revolutionised by AI, allowing e-commerce businesses to adjust prices in real-time based on demand, competitor pricing, and customer behaviour. In highly competitive markets, the ability to implement dynamic pricing can significantly enhance profitability while ensuring customer satisfaction through relevant and competitive pricing.

As AI and machine learning continue to develop, the potential for even more sophisticated hyper-personalisation at scale becomes a reality, allowing businesses to deliver uniquely tailored experiences to each customer.

Experiential Commerce: Creating Digital Destinations

The food delivery service was built on the premise of convenience—delivering food efficiently and reliably. However, as consumer expectations have evolved, so too has the concept of what an e-commerce platform should offer.

Interactive Content: In the modern market, offering a product or service is no longer sufficient; creating an experience is essential. Interactive content, such as augmented reality (AR) and virtual reality (VR), is now crucial in engaging consumers. For example, AR allows customers to visualise products like furniture in their homes, thereby increasing confidence in purchasing decisions.

Live Shopping: The rise of live shopping represents one of the most exciting developments in recent years. This format, which merges entertainment with commerce, has already gained significant traction in markets like China and is expanding globally. By allowing customers to interact with hosts, ask questions, and make purchases in real time, live shopping creates a dynamic and engaging shopping environment.

Omnichannel Experiences: Seamless integration between online and offline channels is now a critical aspect of the customer journey. Consumers expect a unified experience, whether they are interacting with a brand online, in a physical store, or through a mobile app. An effective omnichannel strategy is no longer a luxury but a necessity in today’s competitive e-commerce landscape.

Experiential commerce is set to become a foundational element of e-commerce marketing, with brands increasingly focusing on creating digital destinations that offer not just products but also community, education, and entertainment.

Social Commerce: Where Community Meets Commerce

Social media platforms have transformed into powerful e-commerce channels, and social commerce is increasingly blurring the lines between social interaction and shopping. This convergence offers brands new and innovative ways to engage customers.

Shoppable Posts: The integration of shopping features directly into social media platforms has revolutionised how consumers discover and purchase products. By allowing users to buy products directly from their social feeds, brands reduce friction in the purchasing process and tap into the impulsive nature of social media browsing.

Influencer Marketing: Influencer marketing has evolved from a niche tactic to a core strategy for many e-commerce brands. Influencers can drive significant sales by showcasing products to their followers, leveraging their credibility and reach. The addition of shoppable posts and integrated e-commerce further amplifies the effectiveness of influencer marketing.

User-Generated Content: Encouraging customers to share their experiences with products generates authentic content that resonates with potential buyers. User-generated content, a key driver of trust and credibility, is an invaluable asset for e-commerce brands looking to build community and influence purchasing decisions.

Social commerce will continue to be a major driver of e-commerce growth, blending social interaction with shopping in ways that are both innovative and customer friendly.

Sustainability: The New Imperative

Sustainability has become a central concern for consumers and businesses alike. The environmental impact of e-commerce is under increasing scrutiny, and brands that fail to address these concerns risk falling out of favour with conscious consumers.

Sustainable Packaging: In industries such as food delivery, packaging has always been a complex challenge. Consumers now demand eco-friendly options, and e-commerce brands must respond by reducing waste and utilising sustainable materials.

Ethical Sourcing: Transparency in supply chains is increasingly becoming non-negotiable. Consumers want assurance that the products they buy are ethically sourced. Brands that prioritise ethical sourcing practices are likely to build stronger, more loyal customer bases.

Carbon Offset Programs: Offering carbon offset options allows e-commerce brands to appeal to environmentally conscious consumers. As the industry grows, so too does its carbon footprint. Taking proactive steps to mitigate environmental impact is not just responsible but also strategically sound.

Sustainability will continue to be a key differentiator in the e-commerce space, with brands that embrace eco-friendly practices better positioned to succeed in the long term.

The Future of E-commerce Marketing: Human-Centric Innovation

While technology will continue to drive the evolution of e-commerce marketing, it is essential to remember that at the heart of every transaction is a human being. The most successful strategies are those that combine cutting-edge technology with a deep understanding of human needs and behaviours.

Empathy and Understanding: Building a business around customer needs was central to the success of the Leading food delivery service. In the future, brands that demonstrate empathy in their communications and interactions will be the ones that build the strongest customer relationships.

Transparency and Authenticity: Consumers today are more informed and discerning than ever before. They value transparency and authenticity, and brands that embody these values will foster deeper trust and long-term loyalty.

Customer-Centric Culture: A customer-centric approach was crucial in the growth of the leading food delivery service, and it remains vital in today’s e-commerce landscape. Every aspect of a business, from product development to customer support, should revolve around the customer. This approach drives innovation and ensures that the brand remains relevant as consumer preferences evolve.

As the e-commerce landscape continues to develop, the integration of technology, sustainability, and a human-centric approach will be essential. Companies that navigate this complex environment with a focus on innovation and customer-centricity will not only meet the demands of today’s consumers but also lay the groundwork for long-term success.

This thought leadership is written by Francis Dy, Head of Innovation at Wavemaker Philippines

In today’s rapidly evolving digital landscape, social commerce has emerged as a pivotal factor for brands, particularly in Southeast Asia. This dynamic region is witnessing a surge in online shopping driven by social media platforms and the influential presence of key-opinion-leaders (KOLs). Brands that can tap into this synergy are well-positioned to thrive in the competitive e-commerce landscape.

The Rise of Social Commerce

As it stands, social commerce was already reshaping the ways in which consumers discover and engage with products. Unlike traditional e-commerce, where the journey begins on a retail website, social commerce integrates the shopping experience directly into social media platforms. This seamless integration allows consumers to shop while interacting with content they love, creating a more immersive and personalised shopping experience.

In Southeast Asia, where social media penetration is exceptionally high, platforms like Instagram and TikTok have evolved into powerful sales channels. Consumers are highly influenced by social content, making it critical for brands to develop robust social commerce strategies. According to McKinsey, the social commerce market is expected to expand to $145 billion by 2027, up from $67 billion today. This growth is largely driven by Gen Z and millennials, who are four times more likely to make purchases through social platforms than older generations, highlighting this demographic’s crucial role in driving the trend.

The Key Trends of Social Commerce

Several trends are shaping the future of social commerce in Southeast Asia. Platforms are evolving to make shopping more intuitive and integrated within social apps. Features like in-app purchases and shoppable content are making it easier for consumers to purchase products directly from their social media feed. However, contrary to the assumption that young consumers would be keen to impulse buy on social commerce due to its convenient in-app shopping process, many Gen Z consumers are not making impulse purchases at the point of inspiration. Instead, young consumers are increasingly using social media as a search engine to research products they’ve seen online or heard of in real life, seeking detailed information on the quality, fit and more. This research phase is crucial for building brand trust. 

As shoppers increasingly demand authenticity, they want to see products being used in real life by other consumers—understanding who is using them, how they’re being used, and how they fit into their own lives, both practically and psychologically. The desire for authenticity and relevance is reshaping how brands must engage with consumers.

Building a sense of community around a brand is becoming increasingly important, as today’s consumers seek connections and engaging experiences that go beyond mere transactions. Platforms like YouTube, TikTok, and Instagram have become essential channels where Gen Z and millennials discover new brands, products, and trends, emphasising the need for brands to create meaningful interactions on social media.

The Synergy of Influencer Marketing with Social Commerce

Given these audience behaviours, it’s clear that strategically utilising influencers is essential for brands to bridge the gap between their products and the consumers, maintaining their social commerce momentum. KOLs, or influencers, play a vital role in driving social commerce. Their ability to connect with audiences authentically and persuasively makes them invaluable assets for brands looking to enhance their online presence and boost sales. Effective KOL partnerships can transform a brand’s e-commerce performance by driving significant traffic to social media pages and leading to substantial increases in online sales. The influencers’ authentic endorsements resonate with their followers, highlighting the power of genuine connections in social commerce.

This often begins by analysing the client brand’s market situation, using AI to craft effective strategies. For instance, this involves guiding a client into launching their social commerce site on Shopee and Lazada, and being their first time engaging with KOLs. For this to work out, this strategy focused on partnering with niche influencers to build awareness and trust.

Key Trends and Insights in Influencer Marketing

In the evolving landscape of influencer marketing, micro-influencers with smaller but highly engaged audiences are becoming increasingly valuable. Their niche appeal and close-knit communities often result in higher engagement rates and more effective conversions. Today’s consumers value authenticity, favoring brands and influencers that prioritize transparency and genuine interactions. This trend highlights the importance of selecting influencers who align with a brand’s values and messages. Influencers now have greater creative control over how they present a brand or product as well, knowing what provides value to their followers.

For example, fintech brand WorldFirst, a subsidiary of Ant Group, partnered with Kian Golzari, a renowned product sourcing expert. Kian, already a user of WorldFirst before the collaboration, rolled out campaigns educating his followers on how he conducts cross-border transactions with his suppliers. This allowed his followers to get an authentic glimpse into the WorldFirst’s product through Kian’s valuable content, fostering genuine interaction with his community.

User-generated content (UGC) is also gaining traction due to its authenticity and relatability, providing a cost-effective alternative to traditional influencer marketing. It allows brands to tap into real-life experiences and perspectives of their target audience. Moreover, brands are also shifting towards long-term partnerships with influencers rather than one-off campaigns, aiming to build sustained relationships and deeper trust with the audience.

The Future of Social Commerce and Influencer Marketing

Looking ahead, the future of social commerce and influencer marketing is promising and full of potential, driven by advancements in technology. Innovations like augmented reality (AR) and artificial intelligence (AI) are set to transform the consumer journey, making it more immersive and personalised. Aside from enabling marketers to tailor personalised contents more effectively, AI is also revolutionising the landscape by enhancing campaign precision, predicting consumer preferences, and enabling actionable insights.

We will see even deeper AI integration within platforms, such as TikTok’s generative AI avatars and AI-powered dubbing for multilingual content, which are expanding the reach and impact of social commerce. At the same time, virtual reality (VR) technologies are enabling users to visualise products in their own environment, greatly enhancing the shopping experience and influencing purchasing decisions.

Brands that can strategically adapt to and leverage the synergy between KOLs and social commerce are poised to unlock new opportunities and drive significant growth in the e-commerce space. As this new era of social commerce unfolds, those who understand and harness its potential will not just survive but also lead the way in this new era of social commerce.

This thought leadership is written by Ynes Nar (YJ), Head of Account, Marketing Strategy & Client Servicing at Tomato Interactive Singapore (a BlueFocus company)

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.