Tag: Marketech Apac

Philippines – Women in marketing and tech are reshaping the industry with fresh perspectives and innovative strategies. As leaders, they break barriers and champion diversity. Their influence fosters an inclusive culture, inspiring the next generation of female marketers to thrive and make their mark in a dynamic field.

With a mission to recognise the empowered women who are making waves in the marketing and technology fields, MARKETECH APAC, in collaboration with its sister publication UpTech Media, is thrilled to announce the launch of its highly anticipated ‘Empowered Women Awards 2025.’

Centering on the tagline ‘Empowering Innovation, Elevating Women,’ the Empowered Women Awards 2025 highlights the inspiring journeys of women who have built successful careers and become catalysts for change. The awards go beyond recognition, serving as a testament to the strength and vision of women driving progress in the marketing and tech landscape. 

This awards ceremony builds on the success of previous iterations, such as the ‘Empowered Women Series’ and the virtual’ Empowered Women 2023: Marketing Conference & Awards,’ celebrating the extraordinary women transforming the marketing and technology sectors across Asia Pacific.

Scheduled to culminate in a prestigious in-person awards night on 26 September 2025 in Manila, this event promises to be a celebration of innovation, leadership, and the courageous spirit of women who are trailblazers in their fields. 

The Empowered Women Awards 2025 will showcase 46 categories, including individual recognition, marketing campaigns, tech innovations, special awards, and the grand prix. Each category will honour three (3) winners, awarded Bronze, Silver, and Gold distinctions.

Judging criteria and eligibility will vary by category. Entries will open in November this year, with the judging process taking place in 14-25 July 2025.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “We’re excited to finally launch our ‘Empowered Women Awards 2025’, as we believe that empowering women in the marketing and technology space is not only about closing gaps—it’s about recognising their immense contributions and unleashing their full potential. By celebrating their leadership, creativity, and innovation, we foster a more inclusive industry where diverse voices drive progress and inspire the next generation of trailblazers. When women are seen, heard, and valued, the future of these fields becomes limitless.”

To find out how to participate in this prestigious award series, click HERE to learn more about the Empowered Women Awards 2025.

For sponsorship opportunities, please contact Joven Barcenas ([email protected]); for judging opportunities, please contact Ivy Alamo ([email protected]); and for nominations, please contact Denise Obispado ([email protected]). 

In a competitive digital landscape, martech solutions such as automation, data analytics, and customer relationship management (CRM) systems allow brands to deliver personalised experiences at scale, streamline operations, and make data-driven decisions. This helps brands not only increase efficiency but also foster deeper connections with their audience by delivering the right message at the right time. Ultimately, martech empowers brands to stay agile, innovate, and remain competitive in a rapidly evolving market.

To recognise such innovations making a difference to the marketing scene in APAC, MARKETECH APAC is excited to announce the finalists for its inaugural Marketing Technology Awards 2024, and marks the first time the publication has launched an awards ceremony recognising marketing technology platforms and their campaigns in the region.

How the judging process rolled out

For the publication’s first awards show dedicated to martech platforms, it ensured that the scoring and guidelines guaranteed comprehensive coverage for the submissions, allowing it to highlight specific specialisations within the marketing technology realm.

The judging criteria for the awards were as follows:

  • Brand Collaboration Categories: Results (50%), Tech Implementation (30%), Tech Selection Process (10%), Objective (10%)
  • Martech Categories: Case Studies (45%), Innovation (30%), Tech Capabilities (25%)
  • Industry Leaders Categories: Business Contributions (40%), Leadership (40%), Case Studies (20%)
  • Teams Categories: Team Performance (40%), Team Culture (30%), Business Innovation (30%)

With this in mind, the judging process was handled by a roster of 20 judges who are marketing leaders representing various industries across Asia-Pacific. The heads of jury include:

  • Neha Bhasin, regional director of marketing and communication at ZALORA (Brand Collaboration Categories)
  • Jason Huan, chief marketing officer at Endowus (MarTech Categories)
  • Jyane Quek, global head, marketing strategy for consumers, private and business banking at Standard Chartered Bank (Industry Leaders and Team Categories)

For those categories with only 1 or 2 finalists, the trophy to be awarded will be determined based on the scores received after judging, provided the entries meet the average scores of Bronze, Silver, or Gold winners from contested categories. 

For the ‘MarTech Category’, Netcore Cloud dominated the finalist list with 13 entries making the cut, followed by Quantcast with 8, as well as Rewardz and SEMRush tying with 4 nominations.

On the ‘Brand Collaboration Category’, Danone Indonesia led with five entries reaching the finals, while Fedex and Avida Land each secured three finalist spots. Over at the agency side, Eyden Indonesia, Mindshare, and VML each had three entries that made the cut, followed by Leverate Group with two entries advancing to the finals.

In terms of countries where the finalists originated, Singapore dominated with 24 nominations, followed by India (16), and the Philippines (11). In total, the entries came from eight markets across Asia-Pacific including Hong Kong, Indonesia, Australia, Malaysia, and China.

Joven Barcenas, founder and CEO of MARKETECH APAC, said, “To the finalists of our inaugural ‘Marketing Technology Awards 2024’, your innovative use of martech exemplifies the cutting-edge strategies shaping the future of marketing. We are proud to celebrate your achievements and showcase the best practices that are driving success across the industry. Through your inspiring work, we aim to motivate other marketers in the region to embrace innovation, push boundaries, and elevate their marketing efforts to new heights. We look forward to revealing the winners of this first ‘Marketing Technology Awards’.”

Click here to view the full list of the finalists.

To book seats for our gala event for the awards on 28 November 2024 in Aloft Novena Singapore, register here. The deadline for booking tables for the event will be on 25 October. 

Singapore – In the mobile messaging landscape where personalisation and immediacy are crucial, conversational marketing keeps brands relevant and competitive by boosting customer satisfaction and loyalty while driving conversions through timely, contextually relevant interactions. How can brands and marketers navigate these complexities as consumer expectations evolve to meet customer needs effectively and foster more meaningful connections?

To explore the transformative impact of conversational marketing on creating a seamless customer journey, MARKETECH APAC is hosting an exclusive webinar on 3 October, titled ‘Mastering conversational marketing in the era of mobile messaging.’ This webinar session will dive into the nuances of conversational marketing, demonstrating how real-time interactions can help brands build deeper, more personalised relationships with their customers.

The webinar will host a panel discussion featuring premiere marketing leaders across Southeast Asia to share their insights and strategies on leveraging conversational marketing to create a more seamless and engaging customer experience. The panel is composed of: 

  • Greg Anonas, International Wine and Food Marketing Director at Emperador Distillers, Inc. 
  • Rosebel Garcia, Head of Marketing & Commercial at Hertz, Thrifty, and Dollar
  • Dara Deng, Head of OTT Partnership, APAC at Infobip

The panel will share insights on using modern technologies to innovate conversational marketing, enhancing customer satisfaction and conversion rates. They will also discuss building stronger customer relationships through personalised strategies, overcoming AI-driven challenges, and measuring campaign success.

Moreover, the webinar will include a keynote presentation by Cecile Perez Tizon, Sales Director at Infobip, covering how to meet customer expectations with click-to-chat ads, enhance engagement with exceptional service and data-driven campaigns, and maximise ad spending using advanced behaviour analytics.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “Conversational marketing transforms brand engagement by turning passive audiences into active participants. It’s not just about selling; it’s about building relationships, trust, and real-time connections that humanise the brand and foster loyalty. We’re keen to hear more from Infobip and other marketing leaders on how brands can ace this strategy for this year and beyond.”

Mastering conversational marketing in the era of mobile messaging is made in partnership with the omnichannel communications platform Infobip. Catch this webinar on 3 October, 2 PM (SGT) by registering HERE for free. See you there!

Many recent technology developments such as generative AI and enhanced customer engagement strategies. are greatly improving the marketing and advertising environment and providing several advantages in a variety of fields. For instance, businesses are analysing customer data in a new way thanks to artificial intelligence (AI) and machine learning, which allows for accurate targeting and personalised content distribution. 

With the use of these technologies, marketers can better target their ads to specific audiences, anticipate their behaviour, and increase engagement and conversion rates. Large data sets must be swiftly processed and interpreted in order for marketing tactics to be both more successful and flexible enough to respond to shifting consumer patterns.

Moreover, as these technologies develop further, they give marketers strong tools to design dynamic, captivating, and tailored campaigns that increase consumer loyalty to brands and broaden their consumer base. In the future, incorporating these state-of-the-art technologies is expected to further enhance the efficacy and originality of marketing campaigns, establishing new benchmarks for success in the sector.

To further explore more industry insights on the future of marketing and advertising this 2024 and beyond, MARKETECH APAC has announced new updates to its industry-leading What’s NEXT series, with more expanded plans targeted to reach more marketers in the Asia-Pacific region, giving industry leaders a platform to highlight their insights and advice on the latest trends in marketing and advertising.

What’s NEXT in Marketing: Indonesia 2024

Kicking off this year’s instalment is MARKETECH APAC’s debut conference in Indonesia with its What’s NEXT in Marketing: Indonesia 2024 which will be held on November 7 at Pullman Jakarta Indonesia. This inaugural flagship event will offer industry leaders with a platform to exchange experiences, knowledge, and foresights that will shape the future of marketing in Indonesia.

Our initial roster of speakers include:

  • Bharat Buxani, Senior Vice President, Marketing at 99 Group Indonesia
  • Kelvin Hong, Director of Brand Marketing at A&W Restaurants Inc
  • Gita Rostika, Group Head of Marketing at bank bjb
  • Mediko Azwar, Chief Marketing Officer at Blue Bird Group
  • Ilham Pratama, Head of Marketing at Chery Motor
  • Irfansyah Kurnia Putra, Country Head of Marketing at IKEA
  • Rajesh Grover, Group VP – Digital and Omnichannel at Kanmo Group
  • Yosua Tanuwiria, VP of Marketing at Pluang
  • Ryan Dawa, Head of Marketing at Reku
  • Asnawi Jufrie, VP & GM of Southeast Asia at SleekFlow

What’s NEXT in Marketing: Malaysia 2024

Later this year, What’s NEXT in Marketing: Malaysia 2024 will also kick-off on December 3-4 at Sheraton Petaling Jaya. This conference is the second time a What’s NEXT conference has been held in Malaysia following the successful launch of the 2023 conference back in December 5, 2023.

Our initial roster of speakers for this 2024 conference includes:

  • Andrea Chuang, Campaign Marketing Head at AirAsia MOVE
  • Huey Ying Leong, Head of Marketing at Burger King
  • Xing Jun Khoo, Head of Digital, Media & Insights at Dutch Lady Milk Industries Berhad
  • Evelyn Lee, Head of Marketing at Secret Recipe Cakes & Cafe
  • Asnawi Jufrie, VP and GM of Southeast Asia at SleekFlow 
  • Mun Yee Lau, Head of Branded Content and Social at TIME dotCom
  • Jason Yong, CEO and Founder of Unicom Marketing
  • Alyaa Ramlan, Head of Social at Unifi

What’s NEXT in Marketing: Singapore 2025

Kicking off in 2025 as well is our What’s NEXT in Marketing: Singapore 2025 which will be held from February 19-20. This is the second What’s NEXT conference in Singapore following the 2024 edition on March 7 and saw an attendance of 150 delegates.

What’s NEXT in Marketing: Philippines 2025

For 2025, MARKETECH APAC kicks off its first What’s NEXT conference of that year with What’s NEXT in Marketing: Philippines 2025 which will be held on March 26 to 27, 2025 at Crowne Plaza Manila Galleria. This is the third time What’s NEXT will cater to the Philippine market following huge success on its first instalment of the conference in 2023 with more than 200 in-person attendees, while the second one earlier this year had 219 in-person attendees.

What’s NEXT in Marketing: Hong Kong 2025

For the first time ever, MARKETECH APAC will also be bringing the What’s NEXT conference in Hong Kong with its What’s NEXT in Marketing: Hong Kong 2025 happening in April 24, 2025. More details will be announced.

Joven Barceñas, founder and CEO of MARKETECH APAC, said, “Since its launch, What’s NEXT has always set its vision to ignite powerful conversations that will shape the future of marketing in Asia-Pacific. From emerging technologies to shifting consumer behaviours, What’s NEXT is where industry leaders, visionaries, and trendsetters will come together to explore new frontiers, redefine strategies, and inspire groundbreaking ideas. These conferences are more than just events—they are catalysts for change, empowering us to stay ahead of the curve, anticipate trends, and lead the charge in transforming the way we connect with consumers. We are thrilled that this year’s series, we are expanding the conversations in Indonesia and Hong Kong.”

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

For speaking opportunities for these conferences, contact Katherine Sy at [email protected]; and for registrations, reach out to Hans Policarpio at [email protected].

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

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

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

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

Marketing leaders who attended the event include:

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

How modern technologies shape omnichannel engagement landscape

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

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

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

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

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

Ensuring seamless integration across diverse customer touchpoints

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

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

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

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

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

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

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

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

Challenges in AI integration into customer engagement strategies

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

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

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

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

Balancing AI-driven automation and human touch

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

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

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

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

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

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

***

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

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

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

Singapore – Customer marketing is undergoing a transformation globally, but the Asia-Pacific (APAC) region presents a unique landscape with its diverse cultures, rapidly evolving economies, and technological advancements. As businesses seek to capitalise on this dynamic environment, understanding the future of customer marketing in APAC becomes crucial.

Moreover, the region is a hotbed for technological innovation, as well as experimenting on other future-proof strategies to enhance customer targeting, automate processes, and improve campaign effectiveness. With the marketing scene also moving towards implementing privacy-centric strategies, the use of first-party data has been more important than ever to personalise the overall customer experience while still adhering to industry standards.

In order to bring more industry insights to marketers about customer marketing, MARKETECH APAC is making its return to Singapore for its inaugural Customer Marketing Asia 2024: Singapore on September 10, 2024 at the Aloft Singapore Novena, and will bring together marketing leaders and innovators in Singapore to discuss the latest trends, strategies, and technologies in customer marketing.

This conference offers a unique opportunity to explore the dynamic landscape of customer marketing in one of Asia’s most technologically advanced and diverse markets. From keynote presentations to panel discussions, fireside chats, and networking sessions—each moment is meticulously curated to fuel each marketer’s curiosity and drive marketing ambition.

Some of the top marketing and industry leaders who will lead the conversation on customer marketing include:

  • Jonathan Teo, Head of Marketing at Aftershock PC
  • X.Y. Ng, Head of Marketing at Doctor Anywhere
  • Jaren Loy, Head, Digital Growth (Grocery) at FairPrice Group
  • Srivatsa Udupa, Head of Regional Performance Marketing at Grab
  • Brenda Maderazo, Deputy Director, Marketing – Healthy Lifestyle at Health Promotion Board
  • Pearlyn Yeo, Head of Marketing & Content at Jetpac Global (Circles)
  • Snigdha Nandan, Director, Digital Marketing at Mastercard Asia
  • Asnawi Jufrie, VP & GM at SleekFlow

To learn how to be a part of this conference, click HERE for further details.

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

Meanwhile, please contact Jemo Espartinez at jemo.espartinez@marketech-apac.com for speaking opportunities; and Allea Rabino at allea.rabino@marketech-apac.com for registrations.

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

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

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

Marketing leaders who attended the event include:

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

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

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

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

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

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

Reshaping the omnichannel landscape for seamless customer engagement integration

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Global digital behaviour aggregator company SQREEM Technologies had recently acquired contextual digital advertising platform TotallyAwesome, which will see TotallyAwesome’s extensive reach of over 900 million users and human-curated whitelists be integrated into SQREEM’s proprietary AI technology.

Through the acquisition, the pair will form the largest behaviour audience repository on the planet, reaching over 2.4 billion consumers in 80 countries. With the acquisition being a significant industry move in terms of providing safe contextual advertising options for advertisers not only in Asia-Pacific but also globally, what’s behind-the-scenes of this acquisition move from SQREEM and what new offerings can the industry expect?

For our latest Top Story feature, MARKETECH APAC spoke exclusively to Ian Chapman-Banks, chief executive officer at SQREEM to better understand their goal of acquiring TotallyAwesome, and what’s next for SQREEM in terms of offering new advertising solutions to new markets globally.

Broadened product offering and leveraged synergies

For Ian, the acquisition of TotallyAwesome significantly adds value to SQREEM by expanding its market reach to include youth and family demographics, bolstering its technological capabilities, and broadening its competitive edge with more comprehensive advertising solutions. 

“This acquisition brings new clients and cross-selling opportunities, creating additional revenue streams. Operational synergies from the integration lead to streamlined processes, strengthening SQREEM’s position as a leading behavioural aggregator. It also fosters new product development, driving innovation, and enhances SQREEM’s brand reputation and market credibility,” he said.

When asked what are the main factors that contributed to SQREEM’s acquisition of TotallyAwesome, Ian listed five factors–enhancing capabilities in targeted youth advertising, expanding market presence, leveraging synergies, strategic growth, and broadening product offering.

Speaking of enhanced capabilities, he notes that as TotallyAwesome specialises in youth digital media and family-friendly advertising, this will allow SQREEM to expand its reach in this specific demographic. Moreover, this complements SQREEM’s existing capabilities in behavioural aggregation and targeted advertising, enabling more precise and effective campaigns tailored to younger audiences.

“TotallyAwesome’s established presence in the youth and family advertising sector provides SQREEM with immediate access to a new customer base and market segment. This helps diversify SQREEM’s portfolio and strengthens its market position. The integration of TotallyAwesome’s user base with SQREEM’s AI-driven insights creates synergies that can enhance the performance and efficiency of their combined solutions. This includes improved targeting, better customer insights, and more effective and ethical ad placements,” he further explained.

Lastly, Ian notes that by acquiring TotallyAwesome, SQREEM can accelerate its growth trajectory and scale more rapidly, aligning with its goal to become a billion-dollar unicorn by 2026.

Improving advertising compliance, safety standards

For Ian, one of the biggest benefits of acquiring TotallyAwesome is how it has developed proper industry measures and solutions that include youth and family-focused advertising, content creation, and stringent compliance with safety standards like COPPA and GDPR–across it own suite of products.

“In APAC, SQREEM faces challenges such as navigating the diverse regulatory environments across different countries, each with its own data privacy laws and standards for protecting young users, like COPPA and GDPR. Ensuring compliance while maintaining effective engagement can be complex and resource intensive,” he remarked.

Some of TotallyAwesome’s solutions include contextual advertising expertise which can offer privacy-compliant, cookie-free advertising solutions, crucial for targeting youth safely and effectively; as well as ensuring safe and relevant ad placements across diverse channels like apps, gaming, and social media.

Ian also understands that despite many nuances on cultural differences and varying levels of digital literacy in terms of driving safe and effective advertising solutions in APAC, there is still a great deal of opportunities in the region. He adds that the region boasts one of the largest and most digitally engaged youth populations in the world. Moreover, he notes that this demographic is highly active on social media and other digital platforms, making it a prime target for innovative, youth-focused advertising campaigns. 

“By leveraging TotallyAwesome’s expertise in creating safe, compliant, and engaging content for young audiences, SQREEM can provide brands with effective tools to reach this lucrative market. Furthermore, the integration of TotallyAwesome’s programmatic advertising solutions with SQREEM’s AI and data analytics capabilities can enhance the precision and effectiveness of campaigns, offering brands unprecedented insights and engagement opportunities with the youth demographic in APAC,” he stated.

Strengthening cookie-less solutions and other advertising offerings

Amidst continued industry movement towards privacy-centric advertising solutions, Ian has stressed SQREEM’s commitment to enhancing its cookie-less solutions to better serve its partners and clients in the APAC region. For him, by leveraging advanced AI-powered behavioural analytics, SQREEM can accurately identify user patterns and preferences without relying on cookies.

“To ensure privacy and compliance, SQREEM integrates first-party data from clients while adhering to regional privacy regulations like GDPR and PDPA. Strengthening industry alliances and collaborating with key players allows SQREEM to develop and promote cookie-less standards tailored to the APAC market,” he said.

Ian also noted how technological upgrades, such as enhanced machine learning models and robust cross-device tracking, had enabled SQREEM to understand user behaviour through non-cookie-based signals, providing a comprehensive view of user journeys across devices. Moreover, innovative solutions like predictive analytics and scalable personalisation techniques further enhance user engagement and conversion rates.

“To support clients in transitioning to cookie-less solutions, SQREEM offers workshops, training sessions, and ongoing resources. Clear performance metrics and transparent reporting demonstrate the effectiveness of cookie-less campaigns compared to traditional methods,” he said.

He further added, “SQREEM aims to provide robust, privacy-compliant, and effective cookie-less solutions, ensuring its partners and clients in APAC can continue to achieve their marketing goals in a rapidly evolving digital landscape.”

What’s next for SQREEM globally?

Following the acquisition of TotallyAwesome, Ian had already hinted on his LinkedIn post that SQREEM aims to expand its presence and offerings to other markets, including in the Middle East and Latin America. For this, we asked: what’s the roadmap for this?

“Our recent acquisition, TotallyAwesome, will play a pivotal role in this expansion. TotallyAwesome offers a managed service for the curation of whitelists and safe, compliant activation for children and parents. This service will be crucial in rapidly building whitelists in the four largest markets in the Middle East (Saudi Arabia and UAE) and LATAM (Brazil and Mexico). These markets, characterized by a high percentage of young people, present significant opportunities for growth,” Ian explained.

He also noted that SQREEM already had a presence in the Middle East and LATAM regions through direct sales and distribution partners, and for them leveraging this existing infrastructure, SQREEM plans to scale up its operations by enhancing its local market capabilities.

“We are already operationally ready to expand, having set up channels in key cities like Rio and São Paulo during recent visits. This groundwork ensures that SQREEM is well-prepared to leverage its partnerships and distribution capabilities to penetrate these markets effectively,” he concluded.

Philippines – In recent years, the landscape of commerce in the Philippines has undergone a profound transformation, largely driven by the burgeoning influence of e-commerce. As one of the fastest-growing sectors in the country, e-commerce has not only reshaped consumer behaviour but also revolutionised the way businesses operate.

With a rapidly expanding digital infrastructure, increasing internet penetration, and a tech-savvy population, the Philippines presents a fertile ground for e-commerce to flourish. However, amidst the opportunities lie unique challenges in navigating the intricacies of this landscape. 

To equip brands and marketers with the latest knowledge and insight on strategies and innovations redefining the landscape of e-commerce, MARKETECH APAC’s E-Commerce Marketing Series is pioneering an in-person conference this August 14 at Crowne Plaza Manila Galleria. Titled “E-Commerce Marketing in the Philippines 2024,” the conference will gather industry leaders, digital experts, and innovative thinkers to explore the trends, opportunities, and challenges shaping the future of e-commerce in the Philippines.

With keynote presentations, panel discussions, fireside chats, and networking sessions, the conference aims to foster collaboration and knowledge exchange between attendees to propel their e-commerce strategies forward and unlock unprecedented growth potential.

Moreover, the conference will showcase a varied roster of marketing and e-commerce experts from the Philippines, who will impart their knowledge and insights on advancing the industry through agile e-commerce strategies and ensuring their resilience for the future. They include: 

  • Nancy Almasco, marketing director at FlowerStore Group
  • Jasper Sadiang Abay, head of campaign marketing at Home Credit Philippines
  • Isabel Falco, chief digital & marketing officer at L’Oréal
  • Emmanuel Cruz, e-commerce head at Mondelēz International Philippines
  • Ariana Henares, head of e-commerce at Nestlé
  • Joseph Albette Buddahim, chief marketing officer at PRIMER Group of Companies 
  • And more to be announced!  

Speaking about the event, Katherine Sy, regional head of content at MARKETECH APAC, said, “We are bringing the E-Commerce Marketing Series to our home turf! Our top-tier speakers and agenda for this conference are hyped to elevate the e-commerce scene in the Philippines. And what better way to do that than to join forces with experts and peers through this platform of networking, knowledge-sharing, and growth.”

E-Commerce Marketing in the Philippines 2024 marks the second instalment of the conference roadshows under MARKETECH APAC’s E-Commerce Marketing Series. The first conference will kick off in Malaysia this July.

To learn how to be a part of this conference, click HERE for further details.

For sponsorship opportunities, please contact Joven Barceñas at [email protected]. Meanwhile, please contact Jean Cabico at [email protected] for speaking opportunities. 

Kuala Lumpur, Malaysia – The dynamic e-commerce landscape is marked by remarkable expansion, creativity, and change. As it continues to evolve quickly, the need for continuous learning and collaboration becomes increasingly vital for enterprises to remain relevant and prosper in the current economy.

With Malaysia standing as the heart of Southeast Asia’s e-commerce hub, the demand in the market for being up to date on the latest innovations and strategies in the e-commerce realm  grows more significant with each passing day.

In line with this, MARKETECH APAC is thrilled to bring its inaugural ‘E-Commerce Marketing Series’ to Malaysia on 25 July at the Sheraton Petaling Jaya. Titled ‘E-Commerce Marketing in Malaysia 2024’, the conference aims to bring together industry leaders, digital marketing experts, and forward-thinking entrepreneurs under one roof, to explore the latest trends, strategies, and technologies shaping the e-commerce ecosystem in the Malaysian market.

The conference will encompass an array of engaging formats such as keynote presentations, panel discussions, fireside chats, and networking sessions by Malaysian industry leaders covering industry topics such as conversational marketing, AI, creative commerce, social commerce, and e-commerce media, amongst others.

Furthermore, the conference features a diverse lineup of marketing and e-commerce leaders across Malaysia who will be sharing their insights on how the industry should move forward in terms of building effective strategies and future-proofing them. They include:

  • Low Ngai Yuen, Group Chief Merchandise And Marketing Officer at AEON
  • Yau Chuan Ng, Chief Marketing and Digital Officer at Loob Holding
  • Jennifer Chang, Head of Marketing at MABECS Malaysia
  • Nicole Chin, Head of Marketing Technology, CRM & Product Growth at Mindvalley
  • Evelyn Lee, Head of Marketing at Secret Recipe Cakes & Cafe Sdn Bhd
  • Seong Yee Teoh, Head of CRM & Digital Marketing at StashAway
  • And more to be announced!

Talking about the event, Katherine Sy, regional head of content at MARKETECH APAC, said, “A must-attend event for marketers and leaders looking to excel in the e-commerce marketing industry is coming your way, Kuala Lumpur! We are so excited to debut this conference, a unique platform specifically tailored to the dynamic Malaysian market. Don’t miss the chance to propel your business forward and stay ahead in the competitive world of e-commerce and learn from experts themselves!”

Later this year, MARKETECH APAC will also be bringing its E-Commerce Marketing Series to the Philippines on August 8, staying true to its mission of creating a well-connected marketing community in Asia Pacific. 

E-Commerce Marketing in Malaysia 2024 is part of the conference roadshows under MARKETECH APAC’s E-Commerce Marketing Series. To learn how to be a part of this conference, click HERE for further details.

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

Meanwhile, please contact Jean Cabico at [email protected] for speaking opportunities; and Hans Policarpio at [email protected] for registrations.