Tag: Influencer Marketing

Do you remember the days when celebrities in glossy magazine ads were the pinnacle of marketing? Those days are long gone. Today, the person recommending you the latest holiday destination, restaurants to check-out this weekend might just be doing so from their bedroom, kitchen, or local cafes. The rise of influencer marketing has transformed how brands connect with consumers, and there are no signs of slowing down. As we step into 2025, one thing is clear: nano creators are leading the next wave of influencer marketing. 

First Blogging, Now Multi-Platform Creation 

The journey of influencer marketing began over a decade ago. In 2010, blogging was at the frontier of content creation. Bloggers reviewed products on personal websites and shared their experiences in long-form posts. These were often trusted sources for recommendations because they felt authentic and relatable. Fast forward to today, and the social landscape has evolved dramatically. 

Platforms like Instagram, TikTok, YouTube, and even newer entrants like XiaoHongShu have become the playgrounds for creators to share their lives and promote products. Influencers are no longer confined to a single platform or format – they create across multiple channels to reach diverse audiences. This shift reflects changing consumer habits; people now consume content in bite-sized pieces and expect it to be engaging and visually appealing.  

As traditional advertising effectiveness declined, brands realised that audiences respond better to recommendations from people they trust rather than advertisements. Influencer marketing filled this gap by providing authenticity that traditional marketing often lacked. 

The Big Shift 

One of the most significant transformations in influencer marketing has been the evolving relationship between brands and creators. Not too long ago, influencers were primarily seen as distribution channels – tools for brands to amplify their messages. They were hired for one-off sponsored posts designed to generate quick buzz around a product or service. 

Today, this dynamic has shifted dramatically. Brands now view creators as valuable partners who bring their own insights and creative direction to campaigns. These partnerships go beyond transactional arrangements: they are collaborative efforts where both parties work together to achieve shared goals. 

This shift has led to longer-term partnerships replacing one-off sponsored posts. Many brands are moving away from working with dozens of influencers for single campaigns and instead focusing on maintaining year-long relationships with fewer creators who genuinely use their products and align with their values. This approach not only builds trust but also ensure consistency in messaging – an important factor in a busy digital space. 

Bigger Isn’t Always Better 

While celebrities and macro influencers still command attention, the industry has discovered a new truth: smaller creators are becoming the rising stars of influencer marketing. Nano influencers with fewer than 10,000 followers are gaining traction because they offer something unique that larger influencers often lack: authentic connection. 

Nano influencers may not have millions of followers, but what they do have is a loyal and engaged audience that trusts them. Their content feels personal and relatable because it comes from someone who seems like a close friend rather than an unattainable celebrity figure. This authenticity translates into higher engagement rates and stronger conversion power. 

Consumers are increasingly seeking authenticity and trust in their online interactions making nano-influencers, with their intimate and focused interactions, highly appealing according to Starsandstories.

AI Is Reshaping How Influencers Work 

Artificial intelligence is transforming how creators work across the influencer ecosystem. AI tools now handle the time-consuming aspects of content creation, allowing influencers to focus on strategy and authentic connection. 

For the established creators, AI-powered editing tools now automatically colour-grade footage, generate captions, and even suggest optimal posting times based on audience analytics. But the biggest impact is happening at the nano influencer level, where AI has completely changed the workflow for this community. 

Brands are leveraging these technologies too. There are algorithms now that pair brands with the most aligned nano influencers based not just on demographics but on tones, values, and content style. This technology evolution has made nano influencer campaigns scalable in ways that weren’t possible even two years ago. 

The New Frontier 

As we look ahead to the next phase of influencer marketing, several trends indicate that nano influencers will continue gaining traction: 

• Brands are creating “community marketing hubs” – networks of hundreds of nano influencers who promote products within their specific communities, creating powerful word-of-mouth momentum through multiple trusted voices rather than a single celebrity endorsement. 

• New platforms dedicated to connecting brands with verified nano influencers are emerging, streamlining the discovery and partnership process. These platforms offer transparent metrics and standardised partnership terms.

• Rather than one-off posts, brands are developing ongoing nano influencer ambassador programs that foster deeper integration of products into authentic content. 

Navigating the New Landscape 

As influencer marketing continues to evolve, authentic connection matters more than ever. The future isn’t about reaching everyone – it’s about reaching the right people through voices they truly trust. And increasingly, those voices belong to nano influencers who may be small in follower count but are mighty in influence. 

Brands that understand this evolution will thrive by forming meaningful partnerships with creators who truly resonate with their target customers. The power has shifted permanently from brands to creators and their communities. 

The most successful marketing strategies will be those that embrace this new reality and work within it rather than fighting against it. As we navigate this evolving landscape, one thing remains clear – human connection remains at the heart of effective marketing, even as tools and platforms continue to change. 

This thought leadership piece is written by Hazel Yap, co-founder at Serious Media.

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for 2025 and beyond.

Australia – The Australian Olive Oil Association (AOOA) is back with its bold, ambitious marketing campaign inspiring Aussies to transform everyday dishes with a drizzle of olive oil.

The ‘Get Drizzling’ campaign builds on the success of the 2023 launch and doubles down on the transformative power of olive oil when drizzled generously to finish a dish.

Moreover, the multi-year campaign is based on driving real action in kitchens across Australia and showing how olive oil can transform a dish – taking it from ‘Blah’ to ‘Ahhh!’

For this year, the campaign features a diverse lineup of influential tastemakers, led by Khanh Ong, alongside Stephanie Feher, Sophie Rindfleish, Mel Melbourne, Kayla La Manna, Malissa Fedele, Daniel Lamble and Lucy Rosenberg. The foodies demonstrate how finishing a dish with olive oil can turn the everyday into something extraordinary.

Ultimately the objective is to increase the consumption of olive oil in Australia. The Association has estimated that if 50% of Australians drizzle just 10ml of olive oil a day to finish to finish a dish, this would represent over 47 million litres of increased consumption a year, practically doubling the Australian market. Importantly, this also means more Australians making a healthier and tastier choice when it comes to cooking.

David Valmorbida, president at AOOA, said, “Olive oil is one of the world’s best flavour enhancers, yet many Australians use it only for dressing salads or dipping bread. ‘Get Drizzling’ encourages people to embrace olive oil as the ultimate finishing touch. It shows how a drizzle of olive oil, just before serving, delivers flavour, texture, and aroma and can completely transform a dish. The campaign celebrates olive oil in a focused way that’s inspirational, joyful and easy to understand. It’s a direct invitation to pick up the olive oil bottle and get drizzling.”

He also added, “Last year olive oil prices hit a record high and we saw consumers leave the category because of cost of living pressures. This year, we’re seeing the price come down so it’s the perfect time to promote olive oil and remind consumers about the flavour olive oil delivers, with just a drizzle. The AOOA is proud to provide leadership and drive a fresh approach to marketing olive oil. The timing is crucial to support the rebound of the olive oil category and further growth beyond that.”

User-generated content (UGC) has become a cornerstone of effective marketing campaigns, particularly when paired with influencer collaborations. This approach leverages authentic, relatable content created by real people, fostering trust and credibility that traditional advertising often struggles to achieve. 

When influencers encourage their followers to participate, they amplify the campaign’s reach, turning audiences into active contributors and advocates. UGC not only boosts engagement but also provides valuable insights into consumer preferences, helping brands stay relevant and connected in an ever-evolving market.

Such an objective in mind was what GLICO Philippines had in mind when it sought to bring the popular ‘Pocky Day’ from Japan into the Philippines with the ‘Pocky Cha11enge’ campaign, which commemorates the popular coated biscuit sticks.

The brand collaborated with Dentsu Creative Philippines and Dentsu X Philippines to execute this campaign through user-generated content (UGC) on TikTok. GLICO introduced the special day in coincidence with the popular 11.11 sales day in the country–a common occurrence amongst popular e-commerce platforms.

Why influencer marketing mattered in this campaign

Vianz Badoy, marketing manager at GLICO Philippines, remarked that their use of influencers in this campaign highlighted the brand’s devotion to happiness, much like how these online personalities also dedicate their time to entertaining their followers and new-time fans entertained regularly.

“Recognising the authentic connections influencers have with their audiences, we strategically partnered with content creators whose values aligned with our mission. This approach allowed us to naturally integrate the campaign into their content, making the messaging more engaging and relatable,” he said.

The ‘Pocky Cha11enge’ aimed to unite friends in real life, by having them be together in one room. All they had to do was get some Pocky, activate a custom TikTok filter, fit all their friends within their mobile devices’ screens, and they could even dance, act, and do crazy poses they typically do as Gen Zs, all in 11 seconds.

When asked why it was important for them to create a new version of the campaign, Mr. Badoy highlighted that creating a new trend or movement of their own allowed the brand to claim authenticity and carve out a unique identity on the platform, in this case on TikTok where most of the UGCs from the campaign come from.

“While it’s tempting to leverage existing trends, their shelf life is often short and their trajectory unpredictable. By contrast, developing an original movement requires deeper effort, but it enables a more meaningful and sustainable connection with our audience,”

Collaboration made possible by a seamless media, creative partnership

It is worth noting that the success with the ‘Pocky Cha11enge’ campaign–done alongside Dentsu Creative Philippines and dentsu X Philippines–was driven by agency’s commitment to a “One Dentsu” mindset—a collaborative approach that integrates media and creative teams under the Dentsu group.

For the agency, this synergy allowed them to work more closely and effectively with the client, ensuring the campaign message was delivered to the right audience, at the right place, and at the right time.

Digital media, particularly TikTok, was chosen as the primary platform for Pocky’s ‘Cha11enge’ campaign, leveraging its strong reach and engagement with Gen Z. Recognising that many Gen Z individuals spend time on TikTok rather than in real-life social interactions, the campaign aimed to bring friends together in person.

Dentsu Creative Philippines also ensured that all best practices were applied, leveraging platform insights to maximise impact and engagement. For the agency, by uniting expertise from different domains, they have seamlessly aligned the campaign’s creative vision with strategic media placements.

Moreover, the challenge encouraged users to fit all their friends within their mobile screens while enjoying Pocky snacks. TikTok served as the hero platform, supported by Facebook to amplify awareness. By aligning with Gen Z’s behaviours and packaging the campaign as a fun, interactive challenge, Pocky effectively engaged its target audience.

Making sure the campaign stands out organically

Dentsu Creative Philippines delivered innovative, insight-driven executions that effectively brought the campaign’s messaging from Pocky to life. This included the development of branded filters and campaign elements designed to resonate deeply with the target audience. 

Additionally, Dentsu connected Glico Philippines with carefully selected macro influencers whose values and audiences closely aligned with the brand, amplifying both reach and relevance.

On the media front, Dentsu X ensured that platform and format selections, as well as targeting strategies, were precisely aligned with the campaign’s objectives. Working closely with TikTok, the team optimised formats and executions for maximum impact. 

Furthermore, a network of micro and nano influencers was engaged to provide authentic voices and connections, fueling the campaign’s organic momentum.

“This seamless partnership between media and creative teams exemplifies the strength of our integrated approach, delivering results that align with Glico’s vision and objectives,” Estrella said.

She further added, “The result was a campaign that not only resonated with audiences but also set a benchmark for collaboration, creativity, and impact within the Dentsu ecosystem.”

Embracing calculated risks

In terms of going with this localised strategy, Badoy said that brands shouldn’t be afraid to think outside the box and take calculated risks.

“Embracing a more playful, creative approach and engaging with influencers may mean relinquishing some control over brand outputs, but it opens the door to greater authenticity,” he said.

Badoy also highlighted how many consumers nowadays value real connections and relatability. This means that perfectly polished and glossy campaigns no longer resonate the way they once did. Moreover, he notes that consumers are more drawn to brands that feel genuine, approachable, and in touch with their values and experiences.

“By allowing influencers to interpret and express your brand in their own authentic voice, you create opportunities to forge deeper emotional connections with audiences. This humanised approach can make your brand more memorable and trusted, capturing both the hearts and minds of consumers in a meaningful way,” he concluded.

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GLICO, Dentsu Creative Philippines and Dentsu X Philippines demonstrated a masterful understanding of this with their Pocky campaign, seamlessly integrating UGC into their strategy. By leveraging TikTok’s creative potential and collaborating with influencers who aligned with the brand’s values, they inspired genuine participation from their target audience. 

This approach not only amplified the campaign’s reach but also reinforced Pocky’s position as a fun, shareable snack that brings people together—both online and in real life.

Australia – Singapore Tourism Board (STB) Oceania has tapped global social media and influencer marketing agency Komodo to launch ‘The Journey’, a marketing platform for the travel sector that aims to redefine tourism marketing. Other official partners for the campaign include TikTok, Revolut, and luggage provider Samsonite.

The campaign, a gamified TikTok mini-series, will feature six Australian content creators with a combined following of over 34 million. These creators will participate in audience-driven, location-based challenges designed to highlight Singapore as a premier travel destination. Through engaging storytelling, the series aims to build credibility while inspiring increased visitor interest.

For Komodo, ‘The Journey’ concept redefines marketing in the travel sector, where social media has disrupted traditional strategies, leading modern travelers to seek increasingly unique and personalised experiences. The series will also serve as an educational platform, promoting sustainable and responsible travel in a candid and organic format.

Beyond showcasing the creators’ adventures, the TikTok LIVE Diary Room, hosted in TikTok’s studios, will provide a space for behind-the-scenes insights and personal reflections, offering audiences an exclusive look into the experiences and challenges faced throughout ‘The Journey.’

@thejourneylive

The Journey Singapore kicks off on 3rd February 🇸🇬 6 creators, 7 days, 4 challenges, 1 winner. Follow the action and vote for your favourite creator as they compete in 4 epic challenges across Singapore. The prize? An unforgettable trip for two for one lucky follower 🥇 ✈️

♬ original sound – The Journey

Nick Seymour, co-founder of Komodo, noted that tourism boards and global destinations are navigating a landscape that has undergone significant disruption. He highlighted that many consumers now base their travel plans entirely on what they see online and on social media, rendering traditional advertising less effective in capturing attention and driving conversions.

“Brands face similar issues, and with ‘The Journey’  we wanted to create a platform that could organically showcase a destination through gamified content while also integrating our brand partners, TikTok, Revolut and Samsonite together with their products and services in an engaging and entertaining way that doesn’t seem like an ad – ie connecting with audiences where they consume content in an innovative way, which is native to each social platform and their nuances,” he said.

He added, “As social media and influencer experts who’ve been planning travel activations since we launched eight years ago, we’ve seen first-hand the power that influencers, social media and particularly TikTok can have on a destination and how creator partnerships are revolutionising marketing strategies, breaking traditional rules and delivering superior results.”

Meanwhile, Oliver Chong, executive director, international group & Oceania at STB, stated, “We’re excited to partner with Komodo on the inaugural edition of “The Journey”, which is a novel and innovative way for us to connect with visitors and highlight the unexpected experiences Singapore has to offer. Showcasing what the destination has to offer through the lens of these six content creators is also a fantastic way for us to reach new audiences, and hopefully inspire them to come and experience Singapore for themselves.”

Kuala Lumpur, Malaysia – Internet marketing service Cult Creative has recently launched ‘Creator Platform’—an all-in-one solution designed to streamline and optimise user generated content (UGC) marketing campaigns for content creators.

As the creator economy enters a new phase of growth, Southeast Asia’s influencer marketing industry is booming with social commerce in the region projected to reach $156 billion by 2030. Influencers have emerged as trusted storytellers for Gen Z and millennials with 92% of consumers now placing greater trust in user-generated content (UGC) over other forms of advertising.

Cult Creative is addressing this demand through its Creator Platform (beta), which seamlessly blends technology with a user-centric design. First off, creators can automatically generate “media kits” that link their social media profiles and display relevant audience insights, such as engagement rate.

Moreover, the solution’s Discovery feature is where creators find their dream brand deals. To opt in for a campaign, creators can submit a text or video ‘pitch’ to get noticed. Its A data-matching algorithm also connects creators with brands that align with their content and audience.

In addition, an integrated chat feature keeps all campaign-related conversations organised, which eliminates the need for multiple messaging platforms and switching between different chat groups. It also features an automated workflow where such as creator agreements and creator invoices are done for them. Tasks are automatically generated to give time back to creators to stay creative.

Lastly, creators can track changes and confirm drafts in one place to ensure efficient feedback processing.

In the last 12 months, Cult Creative has paid over RM700,000 to 2800 creators, with brand partnerships such as Grab, Hotlink, Astro, Farm Fresh and Marriot Bonvoy Group. Cult Creative is set to grow fivefold in 2024. 

Shermaine Wong, co-founder and CEO at Cult Creative, said, “This beta platform aims to simplify campaign management, performance tracking and payments that is aligned with Cult Creative’s mission to empower creators with tools to elevate content creation and brand partnerships.”

She added, “Cult Creative’s efforts aim to position Malaysia as a regional hub for the creator economy with the launch of Creator Platform. Hence, this platform taps into the growing trend of influencer-driven storytelling, as 80% of Malaysian consumers report making purchasing decisions based on influencer recommendations, surpassing traditional advertising’s impact.”

Meanwhile, Lina Esa, co-founder and chief marketing officer of Cult Creative, commented, “The creator economy is about building genuine connections. Through the platform, we help brands grow their audiences, get the quality UGC that we can provide them, while ensuring creators have an easy way to manage their campaigns and scale their earnings.”

The shift indicates a strong preference for authentic, relatable content that influencers provide, making UGC and influencer marketing critical for brands aiming to reach and engage modern consumers effectively. By offering tools that facilitate and optimise these creator-brand collaborations, Creator Platform positions itself as a solution that supports brands in building trust and driving engagement through influencer-led content.

Singapore – Hepmil Singapore and Mediacorp have teamed up in a first-of-its-kind partnership to help brands gain maximum exposure through sustained, impactful marketing campaigns that stand out from the noise and clutter in today’s saturated media landscape.

This tie-up marries each partner’s strengths and offers clients the best of both worlds: access to Hepmil Singapore’s parent group, Hepmil Media Group’s vast community of over 1,000 Key Opinion Leaders (KOLs) and influencers across six markets; and the unrivalled audience reach of Mediacorp’s transmedia network of TV, audio, digital and out-of-home platforms.

Hepmil Singapore and Mediacorp have launched a joint offering known as POV Gen Z for clients who especially want to engage Gen Z and Millenial audiences. POV Gen Z will see branded videos and advertorials developed from the point of view (POV) of KOLs with niche interests in a wide array of topics such as food, fashion, fitness and more. Their content will then be hosted on Mediacorp platforms such as CNA TODAY and 8days, and further amplified on its wider network of media platforms.

With this offering, authentic, entertaining and engaging stories told by influential KOLs will be able to reach today’s digitally connected generation via brand-safe and credible platforms. Furthermore, by driving these stories across a multitude of social and publishing platforms, clients can look forward to increased longevity and higher visibility (through enhanced search engine optimisation, or SEO) of their campaigns.

In addition, as part of this partnership, clients can look forward to several new co-bundled marketing solutions that marry the respective strengths of both parties. Clients who are keen to leverage these new-to-market solutions can do so by going through either Hepmil Singapore or Mediacorp. This allows for a more holistic, omnichannel and customised approach to meeting clients’ needs by leveraging the best of what both Hepmil Singapore and Mediacorp can offer.

Michelle Tan, CEO of Hepmil Singapore, said, “Our priority at Hepmil has always been to drive client success. Partnering with Mediacorp was a natural step to ensure that creator content not only stands out in the crowded social media landscape but also gains greater reach through Mediacorp’s comprehensive media solutions.”

Meanwhile, Jacqui Lim, chief commercial officer at Mediacorp, commented, “We are excited to team up with Hepmil Media Group to harness the power of influencer-driven social conversations in advertising. Our partnership aims to offer a holistic solution amidst today’s fragmented influencer industry with a myriad of creators having their own niche areas of interest and followers.”

She added, “Our clients will now have access to Hepmil Media Group’s community of KOLs in addition to Mediacorp’s existing pool of creative talent and extensive media network, offering them greater choice and more relevant ways to spotlight their brands. We look forward to working with clients through POV Gen Z and our suite of co-bundled solutions to supercharge their marketing campaigns and take their businesses to the next level.”

Singapore – Mega and macro influencers are influential in Singapore, recognised by 48% and 46% of respondents, but their impact on purchase recommendations lags behind the Southeast Asian average, a study by impact.com and Cube Asia revealed. 

The report found that while mega and macro influencers hold the highest sway in Singapore, their impact on purchase recommendations is below the Southeast Asian average, with only 67% of respondents following influencer suggestions compared to 82% regionally.

Influencers have a notable impact on beauty and fashion purchases in Singapore, influencing 57% and 55% of respondents, respectively. Additionally, 41% of consumers value endorsements from influencers, underscoring the ongoing significance of influencer recommendations.

Based on this data, the report suggests that brands can drive significant engagement, enhance visibility, and build trust with their target consumers by strategically partnering with influencers.

The report also revealed that YouTube is the most popular platform in Singapore, with 83% of users, followed closely by Facebook at 80%. These figures are in line with Southeast Asian averages, where YouTube is used by 88% of consumers and Facebook by 84%.

Subscription models have gained prominence across various industries in Southeast Asia, with 86% of residents now subscribed to at least one service.

In Singapore, the media & entertainment sector leads the subscription trend with a 67% adoption rate. The report revealed that influencers play a crucial role in driving growth in this category, with their impact also extending to other areas such as news & literature (86%), pets (85%), and health, wellness & food (81%).

Interestingly, live commerce has also gained traction across e-commerce and social media platforms, with 77% of Singaporean consumers using at least one platform, although this figure falls short of the Southeast Asian average of 88%.

TikTok and Facebook are the most popular platforms for live commerce, each utilised by 49% of users. Singaporean consumers primarily engage with live commerce content to find good deals (55%), which is the top motivation across Southeast Asia. Other reasons for engagement include enjoying entertainment (55%), and reading product reviews (53%).

Meanwhile, the report further found that Singapore leads the region in flight purchases, with 63% of consumers making a purchase in the past year. Among these, accommodation bookings are the most popular, with 69% of Singaporeans buying them, while 56% purchased activities and attractions. Furthermore, 90% of respondents reported buying at least one travel product in the past 12 months, surpassing the Southeast Asian average of 85%.

“In Southeast Asia, the e-commerce landscape is shifting rapidly, moving beyond mere expansion to a critical need for strategic differentiation. Traditional advertising channels are losing their impact as consumer attention shifts to more authentic and engaging content. Influencer marketing is no longer just an option—it’s a necessity. Our latest report reveals a powerful truth: influencers are driving conversions not just in physical goods but also in high-growth sectors like online travel and subscription services,” said Antoine Gross, general manager for Southeast Asia and India at impact.com. 

Gross added, “Through multiple consumer surveys and expert consultations with top brand marketers and creators, we’ve uncovered that the recommendation power of influencers is reshaping the way brands connect with audiences in Singapore and across the region. The time to act is now. Brands that fail to pivot to influencer marketing risk being left behind.”

Vietnam – L’Oréal Vietnam has selected WPP’s Onefluence as its full-service influencer marketing agency under a three-year retainer agreement, underscoring the beauty giant’s dedication to leveraging brand advocacy as a strategic driver for business growth.

Powered by VML’s ClickMedia and GroupM’s Mindshare in Vietnam, Onefluence is a bespoke agency solution designed to elevate L’Oréal’s influencer marketing strategy.

Following a rigorous pitching process, Onefluence secured the win as VML and Mindshare showcased a deep, nuanced understanding of the Vietnamese influencer market, backed by comprehensive audience insights and a strong command of emerging trends.

With a data-driven approach focused on performance management and analysis at every stage, the agencies will collaborate closely with L’Oréal Vietnam to deliver strategic and impactful influencer campaigns.

Additionally, a dedicated team of experts from L’Oréal Vietnam and WPP’s Onefluence, including local and regional specialists, will unite to form the WPP Beauty Tech Lab. This team will work seamlessly across agency-client boundaries to elevate their influencer marketing efforts. 

Matthieu Guerin, chief digital marketing officer at L’Oréal Vietnam, said, “In today’s dynamic landscape, advocacy has become a critical element for success, especially for the beauty industry. We are confident that this partnership will enable L’Oréal Vietnam to strengthen and accelerate our advocacy performance, drive advocacy strategy that connects with consumers in innovative and authentic ways, and drive strong love of our brands.”

Ha Nguyen, CEO of VML Vietnam, added, “We are thrilled to partner with L’Oréal Vietnam, a leader in beauty innovation. By bringing together our expansive capability suite in strategic thinking and creativity with our expertise in innovative technology, we will empower L’Oréal Vietnam to achieve its influencer marketing goals.”

This partnership represents a major milestone for L’Oréal Vietnam, VML, and Mindshare, reinforcing their shared commitment to shaping the future of influencer marketing in Vietnam.

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.

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.”

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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.