Generative AI has become the fastest-adopted technology to date in any history of technology adoption. From creative processes to efficiently creating seamless workflows for enterprises, GenAI is a technology that is showcasing its positive impact across various businesses and industries.

The complexity of adopting GenAI extends to the technical realm, where integrating these advanced algorithms into existing workflows demands a level of expertise that not all businesses possess. The learning curve, coupled with concerns about data privacy and security, poses certain barriers for organisations aiming to leverage generative AI to its fullest potential.

The question is not about what would the scenario be in a GenAI-powered workspace; but rather asking what and how impactful this technology be across a diversity of businesses.

These questions posed are the ones being tackled at the keynote presentation of enterprise technology company Adobe during the recent What’s NEXT 2023: Marketing in Malaysia hybrid conference held at the Sheraton Kuala Lumpur on December 5, 2023.

Gaurav Kumar, principal solution consultant for Southeast Asia at Adobe, dives into the various implications of how GenAI can be a helpful tool for businesses in terms of creativity and workflow optimisation.

How GenAI positively impacts business endeavours

Citing a study from IDC, Kumar notes that by 2026, AI-driven features will be embedded across business technology categories, and 60% of organisations will actively use such features to drive better outcomes without relying on technical AI talent. 

During the presentation, he notes how GenAI is a key business need nowadays to optimise customer experience strategies across businesses, as well as sales forecasting, threat and fraud detection, amongst others. It is also worth noting how GenAI is now being used in improving the sales and marketing endeavours of the company, focusing on its use of strategies such as lead identification, personalized outreach, dynamic output, and dynamic customer journey mapping, just to name a few.

In the realm of sales and marketing, he also noted that GenAI can enhance sales and marketing strategies through sophisticated language processing, data analysis, and targeted content generation, optimising customer engagement and driving business growth.

Whether it’s crafting targeted ad copies, generating product descriptions, or curating social media content, generative AI streamlines content creation, allowing marketing teams to focus on strategy and creativity. This not only maximises efficiency but also ensures that messages are not only relevant but resonate with individual consumers, fostering stronger brand-consumer relationships and driving conversions.

Moreover, by purchasing technology with embedded AI capabilities, Kumar notes that businesses will be able to accelerate time to value. Added strategies that businesses may also apply to accelerate their AI strategy include building in-house AI capabilities and leveraging pre-trained AI models through services and/or platforms from third parties, amongst others.

This agility is particularly valuable in rapidly changing markets, allowing businesses to swiftly adapt to new trends and consumer demands. By automating routine processes, generative AI frees up human resources to focus on strategic initiatives, innovation, and value-added activities, contributing to a more agile and competitive business environment.

Lastly, by leveraging advanced algorithms to analyse vast datasets, businesses can gain deep insights into consumer behaviour, preferences, and trends. This enables the delivery of highly personalised and contextually relevant experiences, creating a sense of connection and understanding. 

From personalised product recommendations to tailored communication, generative AI empowers businesses to elevate customer satisfaction and loyalty. As customer expectations continue to evolve, the ability to provide a seamless and personalized experience becomes a key differentiator for brands.

How Adobe is establishing the foundation for AI tech across enterprises

For Kumar, Adobe has long been a pioneer in establishing the foundations of AI across its services, categorized under four core pillars: natively integrated AI, AI-as-a-servce (AaaS), reimagined experience management through co-pilot services, and generative visual content services.

Its lead offering, ‘Adobe Sensei’, is a comprehensive AI and machine learning framework that powers various Adobe applications. It is designed to enhance the capabilities of Adobe’s creative and marketing tools by automating repetitive tasks, understanding context, and providing intelligent insights.

He explains further that the company’s approach to GenAI focuses on making sure its services serve best its clients on-brand, a co-pilot for marketers for digital experience design and delivery, and one that is enterprise-ready while making sure all of the outputs are commercially safe.

This is evident in one of their offerings ‘Adobe Firefly’, a generative machine learning model used to create various visual designs. For the company, the datasets used in their service are designed to be safe for commercial use and are trained on Adobe Stock imagery, openly licensed work, and public domain content where the copyright has expired.

Such alignment is important for brands and marketers, as maintaining a positive brand image is essential. Generative AI tools, if not commercially safe, may produce content that is offensive, inappropriate, or inconsistent with the brand’s values. Ensuring safety in the generated content protects the reputation and integrity of the brands that use such tools.

Moreover, he also explains that their offerings revolve around the principles of pushing brands to execute more customer-centric strategies. These include identifying the right customers to target based on their needs and intent, engaging the customers through the right channel at the right time, delivering the right experience for each customer, and measuring how much that experience is driving the right business outcomes.

Kumar’s presentation is part of a series of presentations and discussions under the What’s NEXT 2023: Marketing in Malaysia hybrid conference, where Adobe is a proud platinum sponsor. In it, Adobe had led the discussion not just on the positive impact of GenAI across businesses but also discussed the various insights and advice on the future of customer experience (CX) strategies.

The company’s vast product portfolio across Adobe Creative Cloud, Adobe Document Cloud and Adobe Experience Cloud gives millions of customers—from individual creators to global brands—everything they need to design and deliver exceptional digital experiences.

What’s NEXT 2023: Marketing in Malaysia is part of the trilogy of conferences from MARKETECH APAC’s “What’s NEXT 2023-2024” series. The conference featured a diverse lineup of marketing leaders across Malaysia, representing local and international brands including AEON, Atome, Astro, Boost, CelcomDigi, IHH Healthcare, InterContinental, Gentari, MR. D.I.Y., PropertyGuru, Secret Recipe Cakes & Cafe, Sunway Malls, and Touch ‘n Go Group.

A while ago, an ex-client approached, seeking assistance with their organisation’s marketing data strategy. What began as a routine data audit turned into a thrilling journey through a labyrinth of data chaos. Each team had a tech solution for practically ‘everything,’ resulting in a heavily siloed data landscape. Despite having an abundance of data, they couldn’t leverage it. They were bloated!

The martech bloat

Gartner research tells us that martech investment takes up 25% of marketing budgets but just 33% of features and capabilities are actually utilised. Now, assessing utilisation objectively and realistically is a challenge but it paints a picture of brands being over-sold to by vendors, making buying decisions without really understanding the customers experience they want to deliver, and propagating siloes and operational inefficiency.

With predictions that CMOs will continue to increase their martech investments in 2024, this problem will likely only get worse.

What causes MarTech bloat at organisations?

Reasons aplenty, but it mostly boils down to 3 things:

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  1. Strategic goals and martech misalignment a.k.a Did not need this tool:
  • Poor martech investment decisions are often driven by “love this cool feature” rather than strategic objectives. The investment decision rarely involves taking a step back and assessing if the feature or capability aligns with their customer experience goals, or with the stated business and marketing objectives. Reality catches up in a few quarters when it’s time to demonstrate ROI from the investment.
  • Marketers could perceive martech as a silver bullet that can solve marketing and growth problems. A prevalent example is solving for poor lead conversion rates by onboarding a leads management platform, while the real solution could be fixing the quality of leads generated.
  1. Lack of a framework to evaluate, compare and select the right martech:
  • The proliferation of martech tools and solutions brings with it the problem of too many choices for marketers. Finding the needle in the haystack is already quite challenging but finding the ‘right’ needle is exponentially more complicated. Without a solid evaluation and governance framework, it can go awry.
  • Lack of a framework lets subjectivity creep in. Choosing a martech platform because the person selling it was nicer and amicable sounds trivial, but it happens more often than most people think. There’s a reason why sales and account managers form a majority of the workforce at martech companies.
  1. Internal integration and adoption challenges: 
  • Lack of an organisation-wide tech governance strategy looping in cross-functional stakeholders – Without cross-functional buy-in or visibility, every team tries to solve their problems their own way leading to redundancy.
  • Incompatibility with internal systems and data architecture because the IT team was not in the loop or was brought in too late.
  • Lack of enthusiasm from other functions because they had very little say in the choice of platform.
  • Lack of expertise to drive adoption and usage or attrition.

How could CMOs leverage their martech for better customer & brand outcomes in 2024?

Simon Spyer, CEO – Data Driven Marketing at Iris says, “We’re now in the Post martech era – brands have made choices on their tech stack and, with the sector increasingly commoditised, now is the time to double down on building audience participation through compelling customer experiences enabled by martech. Setting this as the north star will help brands shorten the path to value on their tech investments and most importantly deliver brand-led experiences that get their customers doing their marketing.”

Here are 5 things CMOs and marketers should do to make the right martech choices:

  1. Envision a 3-year marketing roadmap, set high-level goals to be attained by the end of each year, and identify capabilities needed to achieve those goals. Evaluate every martech choice in the context of these identified capabilities. The three-year view forces long-term thinking, helps commit resources, while allowing enough time to measure ROI at scale. Importantly, percolate the process down to your team at different levels.
  1. Develop a unified Customer Experience and Marketing data strategy encompassing the views and needs of stakeholders across the organisation. Map out the customer journey, identify internal (Ex: Customer support, Account management) and customer-facing touchpoints where martech is expected to play a role. Having this worked out drastically reduces the time for new platform adoption and utilisation.
  1. Devise a framework to measure success and ROI – Create your own heuristic. Share them with the martech vendor to set expectations and understand what it takes to achieve the outcome. Set up a governance process to review progress monthly during the early stages and every quarter once things stabilise. Some key questions you might want to ask yourself:
  1. What’s the capability or key decision enabled by this martech solution?
  2. Does it work well with current tools and systems? 
  3. Do any of the current tools offer the same capability?
  4. What are the expected outcomes if this were to be successful?
  5. What KPIs are expected to improve? By how much? In what time frame?
  6. Projected ROI in terms of money, productivity, and opportunity cost?
  1. Engage with key cross-functional stakeholders at every step. Involve them early. These stakeholders could be the ones contributing to the platform (Ex, data team), the ones supporting the implementation and integration of the platform (Ex, IT team), or the team that’s ultimately going to be using the platform and be responsible for outcomes (Ex: Creative team or Customer Support). While a user-friendly interface might be necessary for one stakeholder, performance and latency might be critical factors for the other. The earlier these priorities are identified, the better.
  1. And finally, resist the urge to go after the latest in town. Encourage team members to think of What-if scenarios or the next best alternative.

2024 is going to be a year of reckoning for martech. To leverage its full potential and demonstrate value, CMOs and marketing leaders must step back, create a martech framework that works for them and be the person to champion it at their organisation.

This article is written by Sathya Anand, Digital Strategy Director at Iris Singapore.

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

Creating a strong connection with consumers by aligning content with their preferences might appear to be a straightforward approach for engagement. However, it’s surprising how often advertisers fail to hit the mark, resulting in missed chances to elevate brand perception, boost engagement rates, and cultivate a more authentic image. Crafting a personalized advertising experience for consumers isn’t just an option—it’s a strategic opportunity for brands to enhance relevance and strengthen their relationship with their audience.

Contextual relevance isn’t new, one could argue it was the original form of “targeting” within print. It was also our first foray into targeting digitally but along the way audience-based buying became more favorable.

As we transition into a new era of data, where audience-based buying is facing challenges, we must adopt a more thoughtful and holistic approach to connect with consumers. A pivotal aspect of this holistic approach involves aligning your brand with contexts important to your target audience.

According to eMarketer, 54% of marketers intend to increase the utilization of contextual data, many still grapple with: “What context is best suited for my ad?”

At the core of contextual discovery lies relevance, yet we often find advertisers struggling to define what truly holds relevance for their consumers. At Teads, we’ve spent years analyzing billions of data points sourced from our publisher partners, affording us a unique perspective on the contexts that resonate most effectively with audiences, as well as the contextual links that extend beyond the obvious, endemic contexts.

We firmly believe that a few straightforward steps can facilitate advertisers in making a seamless transition from contextual discovery to a fully effective contextual strategy.

Understand Your Audience

Let’s not overlook significance of audiences. Before focusing on the relevance of your ad, you have to understand your target audience. What sparks their interests? What challenges do they encounter? What motivates them? Knowing your audience inside-out enables you to identify contexts that will truly resonate with them.

Contextual Analysis

Within your contextual analysis, focus on two pivotal factors: Endemic Association and Audience Interest.

Endemic Association: This often serves as our initial touchpoint. For instance, placing an ad for a gaming console within gaming-related content. While this approach is the low-hanging fruit and necessary in your contextual strategy, are there untapped opportunities? Using Teads’ contextual suggestions tool we can dive a layer deeper, our AI analyzes content consumption to understand what contexts are most often consumed by people reading about your core topic expanding reach without sacrificing relevancy.

Audience Interest: Armed with audience insights, precisely target your consumers where they’re most captivated. Leverage audience insights tools to identify the contexts in which consumers are most engaged. This approach rounds out a cohesive contextual strategy.

Define Your Message

Clarity in your message is essential. What is the key takeaway you want users to gather from your ad? Having a well-defined message will further drive the relevancy of your brand for a consumer. For a more personalized experience consider DCO based on the contexts you’re targeting

Test and Learn

Let’s acknowledge that there’s a lot we still don’t know. Embrace the potential of testing new contexts, as this allows us to tap into users in unexpected environments. A/B testing across different contexts yields valuable insights into which environments fuel outcomes and efficiencies.

The power of relevance is not only in understanding your audience but also in seamlessly weaving your brand within contexts that matter to them. By analyzing, adapting, and refining your approach, you’ll unlock the true potential of contextual alignment, enabling your brand to resonate in a more powerful way with your target consumers. Teads, with its expertise in contextual advertising and innovative publisher partnerships, is uniquely positioned to support a robust contextual strategy. Our partnerships provide exclusive access to content and contextual signals, further enhancing your brand’s ability to authentically connect with your audience.

This article is made possible by Teads.

Singapore – In spite of initial scepticism around the phase-out of third-party cookies, marketers in APAC are now more welcoming of this imminent shift as they acknowledge the opportunity of building even greater trust through the use of other data sources, particularly zero and first-party data. This was according to the latest data from customer engagement platform Twilio.

According to the data, 92% of marketers in the region believe that phasing out third-party cookies can help strengthen trust in advertising among consumers in the long run. Meanwhile, 84% of organisations in the region are advocating consumer data privacy and welcoming the phasing out of third-party cookies, and 49% of organisations in the region feel more prepared to ride off to the third-party cookie sunset than they were in 2021.

Furthermore, around 92% of marketers surveyed in APAC are already collecting zero-party data, primarily through surveys (58%), social media polls (52%), and email campaigns (51%).

Around 75% of marketers already have at least a basic understanding of the positive value of first-party data — among which include being more useful in personalising engagement, targeting the right customers, and providing more accuracy, flexibility, and control.

Lastly, the data also notes that the most pressing challenge in data collection amongst marketers in the region is customer resistance, necessitating a more refined approach to consumer data collection. Around 51% of marketers understand the value of first-party data in theory, but remain uncertain about applications in day-to-day operations. Despite these challenges, most organisations (58%) remain committed to exploring alternative ways of gathering consumer information and insights.

Nicholas Kontopoulos, vice president of marketing for Asia-Pacific & Japan at Twilio, said, “In the new consumer data revolution, it is critical that businesses rethink their approach to data to drive more impactful customer engagement. Trust is now the underpinning factor for marketing success, so brands need to be more transparent in communicating how they are using data to unlock meaningful value for consumers.”

Singapore – Amidst a growing interest from consumers to experience more personalised campaigns for them, marketers in the Southeast Asia region are optimistic about the use of various digital experience media, including generative AI, on their line of work. This was according to the latest data from Adobe.

According to the data, nine in ten respondents believe generative AI will help increase their work volume (93%) and create better content (89%), enhance their creativity (92%), and help reach more of the right customers (88%). 

Strong majorities also believe that generative AI will help better personalise customer experiences (93%), as well as in identifying new audiences and customer journeys (93%).

From the consumer perspective, nine in 10 SEA consumers expect to view products through virtual or augmented reality, and 86% want brands to provide new ways to engage in immersive and virtual worlds.

In response, SEA brands plan to respond with new and innovative digital experiences such as the ability to build virtual products and convert them into physical items (84%), VIP access to virtual influencers and celebrities (84%).

And while both brands and customers are excited for the future of digital experiences, the current economic environment is putting pressure on brands to up-level their customer experiences: Almost two-thirds (64%) of SEA consumers say their expectations are higher when economic conditions worsen. The sea of data and technology companies in the market today also resulted in over half of SEA consumers (58%) expecting more personalised experiences that are tailored to their unique likes and needs.

Simon Dale, vice president and managing director for SEA and Korea at Adobe, said, “As economic challenges intensify, customer expectations for always-on, personalised content will continue to grow. Marketers across SEA recognise this soaring demand, and as such are proactively embracing advanced technologies such as generative AI to maintain a competitive edge. Strategically investing in cutting-edge technologies to transform their brand interactions results in enhanced organisational efficiency and allows for exceptional customer experiences.”

Singapore – Social and media intelligence firm Meltwater has announced that its Meltwater Enterprise Intelligence Suite is available for brands and agencies in Asia-Pacific. The enterprise suite features integrated data and AI-based insights to help businesses drive decision-making.

The solution provides a unified view of datasets across sources, including media, user-generated content, influencer metrics, business intelligence, and first-party data.

Moreover, the offering also include combining Meltwater’s data with first-party and third-party datasets for expanded insights, controlling how users visualise key metrics and communicate data via Meltwater’s active display and custom dashboards, as well as going beyond traditional PR and marketing measurements to gain deeper insights into the quality of coverage and message penetration.

As part of its enterprise push, Meltwater has appointed new senior leadership to drive value for brands in their data journey across Southeast Asia, Japan and South Asia. Ramnath Bojeesh steps into the newly created role of enterprise area director for Southeast Asia & Japan to build out the enterprise business in the region, while Li Li Chua, joins the company as customer success director for APAC to lead customer success.

David Hickey, executive director for Asia-Pacific at Meltwater, said, “In a world where analytics and dashboards are key to insights and driving business outcomes, the veracity of data will define the winners. With Meltwater’s enterprise innovations, brands get deeper, bespoke insights, unified data from multiple sources, and customised data delivery so that they can focus on what matters the most – identifying customer needs.”

He added, “It’s an exciting time to be doing business in Asia Pacific and we’re thrilled to be adding enterprise leaders with a proven track record join us as Meltwater navigates its next, important phase of growth.”

Meltwater has recently added Genting Malaysia, One Championship, TBWA Philippines, and Sumitomo to its client roster. 

Singapore – Around 74% of C-suite executives in the Asia-Pacific region are under pressure to prove greater short-term return of investment (ROI) on their marketing campaigns amidst times of uncertainty, according to data from social media platform LinkedIn.

According to the data, almost 98% of B2B marketing leaders in APAC said that improving the chief financial officer’s awareness and understanding of B2B marketing ROI will be vital for strengthening future marketing budgets.

The data also finds that 40% of businesses in APAC are financially preparing for tough times ahead, which is putting heightened pressure on marketers to prove business impact. 

At a global level, a third of CMOs globally are concerned that uncertainty will force them to operate more reactively (30%) and curb creative campaigns (31%).

In terms of marketing spending, around 58% of B2B marketing leaders in APAC are planning to maintain or increase spend in this area over the next six months. Furthermore, 82% of marketers in APAC believe companies that increase or maintain their marketing spend throughout economic uncertainty recover faster.

“With CFOs facing incredibly hard choices in the coming months, they will naturally be a critical stakeholder for CMOs and their marketing teams. Maintaining existing budgets and strengthening future ones is dependent on marketers’ ability to speak the language of the CFO and now, more than ever, marketers need to master the language of effectiveness.” the research stated.

Prue Cox, director of enterprise for SEA & ANZ marketing solutions at LinkedIn said, “While we know the economy is in a state of flux, it’s important that marketers continue to invest in marketing as by pulling back investment, they risk long term damage to their brand. As marketing budgets are often the first to be scrutinised and tightened in times of uncertainty, it’s important that senior leaders can show ROI to their stakeholders.”

She added, “Speaking the language of the CFO, to demonstrate an alignment of marketing metrics to business metrics, and pulling the right strategic levers, will help maintain existing budgets and strengthen future ones. By nurturing key relationships with important leaders, like the CFO, and using data as information, can demonstrate business impact and will put brands in a much stronger position now and in the future.”

Kuala Lumpur, Malaysia – Emerging martech firm NexMind AI Sdn. Bhd., has introduced the Digital Partner Program, a marketing partnership program designed for its enterprise SEO solutions, including NexODN SEO optimization and NexWriter AI content generation. The new program is set to attract consulting agencies delivering digital marketing, SEO, content marketing, and advertising services around the world.

Francis Lui, CEO of NexMind said, “NexMind develops AI martech solutions that are competitive in the industry. Our technology automates SEO optimization and content generation tasks so users can achieve optimum results much quicker compared to when they do the work manually. We have introduced Digital Partner Program to invite marketers around the globe to experience a better approach to managing SEO and content marketing for their clients.”

Among the benefits of NexMind’s Digital Partner Program are partner-only subscription rates and first access to new product features when they become available.

NexMind’s automated solutions were developed to improve the efficiency of digital marketing activities especially for consultants overseeing large accounts with thousands of web pages to monitor for SEO purposes. With this capability, partners can scale business while operating in a lean environment.

NexODN SEO platform already supports 127 languages, and the NexWriter AI content generator now supports six languages, and the number is growing.

“So, it doesn’t matter if the consultants are taking care of SEO or content marketing for transnational corporations with websites in different languages or a single-language website in Arabic, Japanese, German, or French; our platforms can help them deliver the work effectively and efficiently,” Francis added.

NexMind’s Digital Partner Program provides proper support, including assigning a Project Success Engineer to each partner to help them understand how our technology works and help them reach their marketing targets in a timely manner.

Francis concluded, “Any partners joining us will be provided with support and guidance. It is a win-win situation.”

In celebration of International Women’s Month, MARKETECH Expert Up Close will be featuring a special series called ‘Empowered Women’ where we spotlight inspiring women marketing leaders across the Asia-Pacific Region to share their expertise in marketing and leadership. For the first episode, we sat down with Aditi Kapoor, the former marketing lead at Metromart Philippines, to get to know more about her career journey in steering the wheel of the marketing business of various brands in the e-commerce, media, and retail sector in Southeast Asia.

Aditi is a marketing veteran who brings a decade of marketing experience in e-commerce under her belt. She polished her marketing prowess by working for various marketing companies such as Ola,  Bennett Coleman and Co. Ltd., and Blue Star Limited. 

Of what makes her explore different markets, she shares, “If we believe in ourselves, nothing can stop us from trying our best whether working in a new market or trying a new profile.”

“I’ll be very happy and open to sharing my experiences, what works, what didn’t work, in order to help other aspiring female leaders,” Aditi adds.  

During the conversation with Aditi, we asked about her philosophy on mentorship, and she said, “When you’re starting fresh, you really need lots of mentorship and guidance,” Kapoor said.

Aditi admitted that her biggest inspiration and mentor has always been her dad. With words of encouragement from her dad, Aditi learned that “management starts from home,” and is not something that you instantly get if you start working in the corporate world; one that is learned through practice and owning responsibility as you grow. 

Listen to the full conversation with Aditi Kapoor over at Spotify, where Kapoor shares further on her biggest challenge as a marketer amid her decade-long journey and whether she, in the future, also plans to join others in establishing her own company.  You can also view the highlights of the conversation on our Youtube channel

If you are a marketing or tech leader who wants to share your industry journey and insights, email us at [email protected]

Singapore – With concerns surrounding festive season marketing due to the COVID-19 pandemic and the resulting inflation of products, marketers in the Southeast Asia region say that they need a stronger boost with their current and upcoming marketing strategies as the holidays are fast approaching, data from the latest survey conducted by digital experience management software Sitecore shows.

According to their survey, 69% of marketers reported a decline in sales so far this year, and nearly 40% of marketers said festive season sales represents the bulk of annual sales: which is particularly true for businesses with less than 500 employees.

Meanwhile, around 96% of marketers are concerned about the impact of inflation on the Christmas shopping season

Furthermore, 97% are concerned that changing local health conditions could result in the need for fast marketing pivots. However, despite the uncertainty, marketers feel better prepared than last year to deal with product availability, balancing online and offline demand, and their customer profiling and personalization programs.

The survey also notes that last year has made significant changes on their supply chain endeavors, and that this year they expect that digital brands ‘will win more’ during the festive season, evident with the fact marketers have started their promotional campaigns earlier than ever.

“Most marketers expect digital brands will win the holiday season, and are planning to offer in-person and online experiences, including virtual give-aways, wish lists, and special festive experiences. The offerings most likely to be delivered in digital form are free gifts or product samples attached to online orders, personal shopping services, and a festive season wishlist to share with loved ones,” the company said in a press statement.

Meanwhile, Steve Hawkes, chief operating officer for Sitecore Asia-Pacific and Japan at Sitecore, commented, “We are seeing many consumer marketers increasingly relying on digital initiatives to capture the needed increase in sales this Christmas shopping season. We know there are rising concerns about the health status of communities across Southeast Asia.”

He added, “Retailers and other consumer companies will need to be nimble and act swiftly in the face of a volatile economic landscape.”