Tag: Marketing tech

Sydney, Australia – Amperity, the customer data platform (CDP) for enterprise consumer brands, has announced the appointment of Rian Smith as new business director and Sam Bessey as its new lead solutions consultant. The latest senior hires are expected to scale Amperity’s presence in the region amidst a period of rapid growth to meet the strong demand from brands looking to accelerate their digital transformation. 

Smith, formerly head of sales for APAC at Cheetah Digital, will be driving Amperity’s strategic new business initiatives and creating market demand. 

“With the surging demand for a CDP like Amperity in the region, there couldn’t be a better time to come on board and help local brands embrace their messy customer data to drive delightful customer experiences safely and securely while also achieving outstanding business results,” said Smith.

Meanwhile, Bessey, who was previously a senior manager at Accenture, brings a similar depth of experience to his new role. As lead solutions consultant, he will be assisting new and existing clients to unlock value from their customer data, using Amperity’s best-of-breed CDP. 

“As businesses adapt to the challenges and changes presented over the last few years and face new challenges in the year ahead, CDPs can help drive relevancy in real-time interactions to accelerate business growth,” commented Bessey.

“I’m thrilled to be on the ground, helping brands strike a balance between understanding how to engage with customers successfully while, simultaneously, respecting their data privacy to win in this new era of personalisation through the power of Amperity,” he added. 

Billy Loizou, area vice president at Amperity, shared their delight in welcoming the two seasoned hires and believes that both will help accelerate the opportunity brands have to serve their customers by bridging them to Amperity’s expertise.

“Brands are accelerating business transformation to better understand their customers, unlocking the ability to acquire more high-value customers, all whilst driving down their operational costs. The need for brand differentiation, seamless customer experiences, marketing measurement and data governance has transcended a CDP’s traditional function as a marketing tool to that of a central pillar of the entire enterprise software mix,” said Loizou.

New data has revealed the CDP market size is expected to grow from AU$7.18b in 2022 to AU$29.47b by 2027, at a Compound Annual Growth Rate (CAGR) of 32.4% during the forecast period. APAC is set to hold the highest CAGR which can be attributed to the heavy martech investments in the region resulting in increased demand for CDPs. 

Smith and Bessey are the latest to join Amperity in the APAC region, following its international expansion. The martech company recently opened a new office in the United Kingdom and a data centre in Ireland to complement its current presence in the former.

Singapore – Involve Asia, a MarTech platform for partnership marketing in Southeast Asia, has expanded to Vietnam, marking its growing footprint in the region. 

Involve Asia, which was founded in 2014, has worked closely with e-commerce, travel, and financial services companies to handle their digital marketing campaigns across Southeast Asia. Involve Asia, based in Kuala Lumpur, Malaysia, has a presence in six countries in Southeast Asia and is backed by venture capital firms Accord Ventures, OSK Ventures International, and GDP Venture, among others.

Marketing partners in Vietnam face lengthy payment processes while working for marketers, and this is what Involve Asia aims to solve. From 60 to 90 days. using Involve’s proprietary risk assessment algorithm, advertisers are able to identify and eliminate fraudulent actions, resulting in faster payment of legitimate results. Because of Involve’s express withdrawal capabilities, marketing partners may manage their cashflows and build up their operations in as little as 15 days.

Jimmy How, CEO and Founder of Involve Asia, said that Vietnam is an important market for Involve Asia as it is one of the fastest-growing economies in Southeast Asia with a vibrant and technologically savvy population. 

‘With an e-commerce market in the country that is accelerating rapidly and high social media usage, it presents a ripe opportunity for us to help brands in the country reach their customers through our proprietary MarTech solution in a cost-efficient manner, and ultimately scale their business through partnerships with influencers, apps and affiliate sites,” How said.

How added, “We are looking to expand our footprint in the region by helping advertisers grow and manage their marketing partnerships more efficiently. One of the ways we plan to do this is to enable Advertisers to leverage our risk scoring system to ensure that their marketing partners get paid quicker, without having to hire additional operational staff as their marketing partnerships scale.”

India – Global marketing and advertising company Zoomd Technologies and its subsidiary Zoomd, the marketing technology user-acquisition and engagement platform, has launched their sales operation in India, to promote its online advertising and user acquisition services in the new market.

Following this endeavor, the company has also appointed Parthiban Vairamudi as its business development manager for its India and SEA operations. Vairamudi has previously worked as the chief executive officer of the marketing and advertising company DigitalOOH. He brings with him over 18 years of experience in the digital and business development sectors. Vairamudi will now be responsible for Zoomd’s growth in the Indian and regional markets.

Zoomd seeks to position itself as a viable player in the country’s advertising industry. According to a report by Business Standard in February 2021, the Indian ad spend is expected to rise by 23% for the year after experiencing a 21.5% drop in 2020.

“The strong market recovery we have seen in this quarter made it a final decision for us. We intend to onboard new customers and publishers over the course of the year and become a meaningful player in the Indian ad space. We welcome Parthiban to lead our efforts in this region,” said Ofer Eiten, the CEO of Zoomd.

APAC – EternityX, a Chinese AI-empowered marketing technology platform, has announced a new office opening in Sydney, Australia, as part of its overall strategic expansion across the Asia Pacific (APAC) region.

EternityX is a Chinese AI marketing technology platform that uses multi-dimensional audience profiling to understand audience needs throughout the consumer journey, reaching them through premium sites and apps programmatically. The platform helps marketers build a business intelligence strategy targeted at increasing the brand-consumer value and maximizing campaign effectiveness.

Headquartered in Hong Kong, the new Sydney office adds to its current operations, which currently spans Beijing, Shanghai, and Guangzhou in China as well as New York and Singapore. The Sydney location will pursue business growth and strategies across APAC, focusing on connecting brands and consumers through cross-border, cross-culture e-commerce and service offering initiatives, such as advanced education, between China and Australia.

The company expansion is led by Richard Andrew, managing director of Southeast Asia and Australia, and will be locally managed by Luke Bussell, director for ANZ. In line with the expansion, EternityX has also appointed Tony Skvarc as the sales director for ANZ to work alongside Andrew and Bussell on Chinese consumers and data-driven campaigns.

Founder and CEO of EternityX Charlene Ree stated that the planning of EternityX expansion in Australia is an important strategic market and one of the key cornerstones in expanding across the APAC region, as 2020 has been a difficult year for businesses of different sizes navigating through the pandemic.

“Australia has a vibrant community of 1.2 million Chinese Australians. With this move, we strengthen our position as the cross-cultural and cross-border bridge connecting regional and global brands with not only the mainland China market, but with local Chinese communities abroad,” she said.

Meanwhile, Andrew commented, “The Chinese media landscape is complex and ever evolving and companies need help staying on top of the best ways to reach their targets.”

EternityX has already performed campaigns for brands such as Richemont Group, LVMH, Hilton, L’Oréal, as well as P&G, and HSBC.

If you’re in the business of social media marketing, whether independently or as a profession where you are one of the people responsible for a company’s online marketing, it is imperative that you dig deep into what your customers are thinking, where they gather to converse online and what they are talking about because knowing such insights will help build up your social media game and in turn, create a competitive following that could drives sales for your brand.

The thing with extracting audience insights online is that they are only made possible and efficient with the presence of sophisticated martech or social tools. The good news is, a lot of free and affordable analytic tools have continuously been on the rise, making it a sin not to utilize and maximize such tools that are just waiting to be used for the best of your brand. Here are a few reasons why you should start finding the tool of your choice and start leveraging:

1. No technical skills required
This is by far the biggest advantage offered by analytical tools available. You do not need to be a data wizard to use social analytics tools. Commercially-marketed social tools are created to garner buy-ins, thus they are made to become user-friendly.

2. Budget friendly – won’t break the bank
Whether you are a brand marketer just launching a campaign or an agency about to go into a pitch, you don’t need to spend a hefty amount to get the best of analytics tech. Most of the introductory packages of marketing tech provide you with the base level of data for a fraction of the cost. The good thing about the variety of subscriber packages, one can opt to upgrade to more sophisticated versions of tools as one further becomes seasoned on the basics of social data.

Social marketing tools

3. Relevant sentiment trendline
The best social tools are built on hyperlocal infrastructures with enhanced machine learning to more precisely capture sentiments. Mass market tools that are not optimized for local sources and context will provide you a higher rate of inaccuracy which compromises the quality of your data, so it is important to find a localized source if accuracy is important to you.

4. Trend tracking made easy
Brands can observe trends, track hashtag movement, and measure performance based on interest of the social chatter, engagements and sentiments. Apart from hashtags, keywords are also trackable to measure the popularity of brands and products. Using social tools, you are able to identify the most active channels related to specific brands, products or topics of interest and craft marketing strategies that resonate.

5. Identify your brand’s advocates, influencers and micro-KOL
Correctly identifying top users based on the channels is a nifty feature in some social listening tools. It is an undeniable fact that influencers will make use of their platforms to share thoughts and opinions. When an influencer mentions your brand, don’t gloss over the fact that they’ve mentioned your brand, instead, take some notes and study them. Collaborating with the right influencers or micro KOLs can greatly boost your brand image and reputation.

6. Heat map
Some tools also have heat maps which helps you to visualize which geographical area gets the most attention from users using channels with location tracking enabled such as Twitter. It highlights the areas and locations to display contents relevant to your searched keywords or hashtags. Heat maps enable brands to expand the market by inferring analysis on audience based on geographic segmentation which helps to identify potential locations for new outlets

7. Knowing which third party pages you can leverage amplifies your marketing
Most social tools can assist in identifying top websites that have been promoted and advertised in relation to the topic of your query. Since audiences already engage with these third party channels, you may collaborate for beneficial growth and advertise to leverage them for more exposure. For this purpose, having the local sources where natives are active will improve your results even more.

This article is brought to you by Wisesight.