Tag: MarTech

Singapore – Sitecore has announced the launch of the Sitecore AI Innovation Lab, a unique program created in collaboration with Microsoft that provides a guided environment for marketing leaders looking to rapidly explore AI-driven solutions for optimising content operations. 

Furthermore, it allows marketers to clearly define their AI journey and fast track the development of solutions best suited for their specific use cases.

It is worth noting that this solution addresses concerns on whether marketers are hesitant to invest heavily in new technology without proof of ROI; as they don’t want to risk budget or reputation on AI projects that might fail and struggle to prioritise the time investment needed to figure out where AI may fit best to aid their strategies.

In response, the Sitecore AI Innovation Lab targets these specific pain points by providing a collaborative, guided environment to rapidly explore AI-driven solutions powered by Microsoft Azure and Azure OpenAI Services. 

Participants work alongside Sitecore and Microsoft experts to prototype solutions for their unique challenges using an agile and low risk approach. The result is either a validated AI solution or invaluable learnings, that can further empower marketers to achieve their business objectives and position their brands at the forefront of digital innovation.

Some of the benefits of the program include being focused on AI innovation in marketing and best practices with minimal risk and time commitment required, with participants getting access to Sitecore and Microsoft experts to prototype solutions to address their unique challenges.

Moreover, the program aims to accelerate AI adoption and empowers marketers to position their brands at the forefront of digital innovation. In addition, AI innovations developed with customers will be integrated into Sitecore’s DXP to further enhance, improve and future-proof the platform.

Dave O’Flanagan, CEO of Sitecore, said, “The Sitecore AI Innovation Lab marks a significant milestone in our commitment to empowering marketers with cutting-edge AI solutions. By collaborating closely with Microsoft, we are providing a best in class, unique opportunity for marketers to innovate and transform their content operations and the experiences they can deliver to their customers.”

He added, “The Lab underscores our dedication to driving digital experience innovation and helping our customers achieve their objectives. We are excited to see the groundbreaking solutions and best practices that will emerge from this effort.”

Meanwhile, Mo Cherif, vice president of AI and innovation at Sitecore, commented, “Sitecore is at the forefront of digital experience, and launching the first AI Innovation Lab for marketers is exciting and underscores our commitment to marketer-first AI. For those eager to leverage AI but unsure where to start, our lab offers a fail-fast, goal-oriented experience. Successful AI solutions mean significant time and effort savings – a direct boost to productivity and the bottom line for customers.”

Lastly, Jason Graefe, Microsoft Corporate Vice President, WW ISVs and Digital Natives, stated, “Microsoft is proud to collaborate with Sitecore on this groundbreaking initiative that empowers marketing leaders to harness the full potential of AI. By providing access to expert guidance, we are enabling marketers to innovate rapidly and transform their content operations.”

He added, “The Sitecore AI Innovation Lab offers a collaborative environment that makes it easier for marketing leaders to explore and prototype AI-driven solutions with minimal risk. This partnership highlights our unwavering dedication to driving digital transformation and helping businesses thrive in a digital-first world.”

Beyond improving efficiency for brands, martech plays a crucial role in creating more personalised and immersive customer experiences. By integrating real-time data and automation, businesses can deliver tailored content across multiple channels, meeting consumers at the right moment with the right message. 

From predictive analytics to AI-driven chatbots, martech empowers marketers to optimise customer journeys, strengthen brand loyalty, and drive measurable success. As the marketing landscape continues to evolve, leveraging martech effectively is no longer just an advantage—it is a necessity for sustainable growth and competitive differentiation.

In its quest to continue recognising the outstanding feat of martech innovations and implementations across Asia-Pacific, MARKETECH APAC is proud to announce that its Marketing Technology Awards will make a return this 2025, focusing on highlighting the accomplishments that drive innovation, elevate the standard, and bring in a new era of marketing technology excellence.

Building on the success of 2024, this year’s awards spotlight tech powerhouses and brands redefining strategies, with 58 categories recognising key specialisations in marketing and marketing technology. A distinguished panel of professionals and industry experts, each with extensive knowledge of the ever-changing martech industry, will assess the Marketing Technology Awards.

The categories where entities can submit include:

  1. Brand Collaboration Categories
    1. Best Use of AdTech Platform
    2. Best Use of Content Marketing Platform
    3. Best Use of Contextual Advertising Tech Platform
    4. Best Use of Creative Automation Platform
    5. Best Use of CRM Platform
    6. Best Use of Customer Data Platform
    7. Best Use of Customer Engagement Platform
    8. Best Use of Customer Experience Platform
    9. Best Use of Data Analytics and Insights Platform
    10. Best Use of Digital Out-of-Home (dOOH) Tech Platform
    11. Best Use of DSP Platform
    12. Best Use of E-Commerce Tech Platform
    13. Best Use of Email Marketing Software
    14. Best Use of Gamification Platform
    15. Best Use of Generative AI Platform
    16. Best Use of Influencer Marketing Platform
    17. Best Use of Loyalty Tech Platform
    18. Best Use of Marketing AI Solution
    19. Best Use of Marketing Automation Platform
    20. Best Use of Mobile Marketing Platform
    21. Best Use of Omnichannel Marketing Platform
    22. Best Use of Retail Media
    23. Best Use of Search Engine Optimisation (SEO) Software
    24. Best Use of Social Listening and Monitoring Tool
  2. Martech Categories
    1. Best AdTech Platform
    2. Best Content Marketing Platform
    3. Best Contextual Advertising Tech Platform
    4. Best Creative Automation Platform
    5. Best CRM Platform
    6. Best Customer Data Platform
    7. Best Customer Engagement Platform
    8. Best Customer Experience Platform
    9. Best Data Analytics and Insights Platform
    10. Best Digital Out-of-Home (dOOH) Tech Platform
    11. Best DSP Platform
    12. Best E-Commerce Tech Platform
    13. Best Email Marketing Software
    14. Best Gamification Platform
    15. Best Generative AI Platform
    16. Best Influencer Marketing Platform
    17. Best Loyalty Tech Platform
    18. Best Marketing AI Solution
    19. Best Marketing Automation Platform
    20. Best Mobile Marketing Platform
    21. Best Omnichannel Marketing Platform
    22. Best Retail Media
    23. Best Search Engine Optimisation (SEO) Software
    24. Best Social Listening and Monitoring Tool
  3. Industry Leaders Categories
    1. Chief Marketing Officer of the Year (Brand)
    2. Chief Technology Officer of the Year (Brand)
    3. Technology Leader of the Year 
    4. Tech Sales Leader of the Year
    5. Tech Marketing Leader of the Year 
    6. Agency Leader of the Year
  4. Team Categories
    1. Marketing Team of the Year (Brand)
    2. Tech Commercial Team of the Year
    3. Tech Customer Success Team of the Year
    4. Martech Product Innovation Team of the Year

Meanwhile, the judging criteria for the awards are as follows:

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

To learn how to be a part of this industry award series, click HERE to learn more about the Marketing Technology Awards.

For sponsorship opportunities, please contact Joven Barceñas at [email protected]; for judging opportunities, please contact Anna Mamaid at [email protected]; and for nominations, please contact Chris Cariaga at [email protected].

Taipei, Taiwan – Appier has announced an acquisition agreement with Paris-based AdCreative.ai for a total of US$38.7m, including a US$27.3m base. Announced on February 12, this will mark Appier’s fifth major acquisition since its first in 2018. The move is set to accelerate Appier’s generative AI product portfolio, expand its business footprint, and reshape the future of digital advertising and marketing.

With this move, Appier strengthens its ability to deliver cutting-edge generative AI-powered solutions, providing businesses with enhanced performance and cost efficiencies across the entire advertising lifecycle—from creative generation to performance optimisation. 

Moreover, the acquisition will reinforce Appier’s first-mover advantage in the market and empowers its clients to unlock new growth opportunities in AI-driven advertising and marketing, particularly in dynamic sectors like e-commerce, gaming, and consumer goods.

Chih-Han Yu, CEO and co-founder at Appier, said, “As we scale aggressively on a global level, this acquisition strengthens our product portfolio, accelerates our generative AI advancements, and reinforces our data moat. It also expands our market reach and enhances overall gross margins.”

He added, “With Appier’s leadership in APAC and rapid market penetration in the US, combined with AdCreative.ai’s strategic market position in Europe, we believe this move will further complete our AI map, driving the growth of Appier’s ROI-driven AI marketing solutions across global markets.”

Meanwhile, Alexandre Leciel, CEO at AdCreative.ai, commented, “Joining forces with Appier, a company with over a decade of expertise in AI and advertising, is a thrilling milestone for AdCreative.ai. Their proven track record and innovation in AI-driven marketing align perfectly with our mission to redefine ad creative efficiency and performance.”

Prior to AdCreative.ai (2025), Appier’s strategic acquisitions — QGraph (2018, India), Emotion Intelligence (2019, Japan), BotBonnie (2021, Taiwan), and Woopra (2022, USA) — have played a key role in strengthening its full-funnel solutions and expanding its capabilities in AI-driven advertising and marketing technology for growth.

The transaction is expected to close on March 4, with no material impact on Appier’s consolidated financial results for FY24.

Asia-Pacific is leading the global marketing technology adoption with spending expected to reach $20 billion in 2025, according to data from Statista. MarTech adoption in APAC promises seamless campaigns and data-driven strategies, yet marketers are struggling to keep up with shifting consumer expectations, delivering hyper-personalized seamless customer experiences. The underlying issue? Fragmentation.

Disjointed platforms make data integration both time-consuming and resource-intensive. According to MARTECH 2030, these hurdles often result in marketing campaigns operating in isolation, unable to deliver cohesive and seamless customer journeys and making it difficult to demonstrate ROI.

Take the retail sector, for instance – Lack of interoperability between platforms compels brands to invest in operational workarounds shifting the focus away from strategy. On the other hand customers receive inconsistent and conflicting messaging eroding brand loyalty.

The problem is not only technical—it’s strategic. Compounding the technical challenges is also a lack of expertise. This is evident given that recent data shows that nearly 70% of CMOs in APAC are not fully equipped to maximise martech investments.

Turning Challenges into Opportunities

The APAC marketing automation software market size alone is projected to grow from USD5.70b in 2025 to USD9.98b by 2030, according to Mordor Intelligence, which highlights the region’s accelerating digital transformation. While the martech challenges persist, it also opens doors for progressive brands to transform these obstacles into opportunities for growth and differentiation. 

By leveraging unified systems and emerging trends, here’s how some brands are staying ahead of the curve to deliver exceptional customer value. 

  • Harnessing Generative AI and Predictive Analytics – Predictive analytics and generative AI anticipate customer behaviour, create bespoke content addressing individual preferences, and activate campaigns seamlessly. For instance, DBS Bank (Singapore) leverages both solutions with its NAV Planner, offering hyper-personalised financial planning advice based on customer transaction behaviour and goals. This not only improves customer experience but also encourages loyalty and long-term value.
  • Customer Data Platforms (CDPs) for Omnichannel Excellence – The rise of e-commerce and omnichannel retailing has made unifying cross-channel data the holy grail for providing seamless and personalised experiences. CDPs can bridge this gap while also guaranteeing compliance with stringent data governance requirements. Lazada (Singapore) employs a CDP to unify customer data across platforms per Singapore’s Personal Data Protection Act (PDPA). This enables them to innovate responsibly, achieving a balance between personalisation and privacy.
  • Platform-Agnostic Ecosystems for Flexibility – Brands most commonly fail at integration due to rigid, single-platform MarTech stacks. Platform-agnostic approaches enable businesses to fit, innovate, and customise operations to suit personal needs without sacrificing cost-effectiveness. Airbnb’s tech stack is a hybrid of different tools like Segment (CDP) and Tableau for analytics to create hyper-localised campaigns centred around the interests of the users. Having such a modular approach provides the teams with leverage to offer focused communications without sacrifices to innovation or scalability.
  • Outsourced Marketing Operations for Specialized Expertise – Addressing skill gaps and technology integration challenges can prove to be challenging for marketing teams. Outsourcing operations to specialist vendors ensures that campaigns are both competitive and successful. L’Oréal engages with global organisations like Accenture to improve consumer experience. Other local solution providers in the region offer martech and digital operations (CRM, analytics, and e-commerce integration), helping brands to focus on strategic priorities.
  • ROI-Driven Models for Focused Investments – With marketing budgets shrinking by 15% YoY and growing expectations of measurable results, CMOs are prioritising partnerships with martech providers offering proven, ROI-driven solutions over unproven solutions. Banks and financial services organisations, for example, are leveraging solutions that guarantee measurable outcomes, such as improving lead conversion rates or making campaigns more efficient. This aligns marketing spending with business goals.

Developments to watch:

  • Agentic AI: Unlike traditional AI, which primarily provides insights and recommendations for humans to decide, agentic AI automatically creates and implements marketing strategies via real-time data analysis, customer action prediction, and dynamic campaign optimisation. For instance, a streaming company will be able to anticipate trending genres in different markets, introducing localised campaigns to promote related content to stay ahead of the curve.
  • Hyper-Personalisation at Scale: AI-driven insights are enabling businesses to deliver hyper-personalised experiences. For example, a food delivery business can use AI to send push notifications with meal recommendations based on the user’s real-time location, order-history and time of day, resulting in a higher conversion rate.
  • Interoperability through Standardisation: By adopting standardised workflows and centralised data operations, businesses will not only improve data accuracy but dissolve silos and reduce redundancies. This will enable a seamless omnichannel consumer experience- like personalised emails will be in sync with social media ads and loyalty app promotions.

Best Practices for optimal Martech adoption:

To achieve martech’s complete potential, marketers must begin with fundamentals to start delivering consistent value, reducing inefficiencies and increasing ROI. The following tips will drive ROI-focused and AI-ready adoption to lower customer acquisition costs (CAC), improve customer retention rates (CRR), and foster stronger customer relationships. 

  • Prioritise building a strong data foundation for unified customer views and deliberate scaling strategies. 
  • Foster collaboration between marketing, IT and solutions providers to establish data governance standards and implement tools for consistent data validation.
  • Establish standardised protocols for data entry, storage, and transfer to ensure that all integrated systems can interpret and process data uniformly. 
  • Use middleware tools to bridge disparate systems and ensure seamless integration with minimal IT intervention. 
  • Ensure integration services and support teams are provided by vendors to tailor their platforms to your brand’s specific needs
  • Implement a monitoring system to track the health of integrations and troubleshoot potential issues before they escalate. 
  • Small-Medium Enterprises should consider affordable Low-Code/No-Code Platforms for integrations, workflows, and lead management with minimal technical expertise.

As Philip Kotler famously said, “Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.” The future of marketing in APAC hinges on bold decisions and swift action. The time to bridge the fragmentation gap is now!

This thought leadership is written by Raushida Vasaiwala, Strategic Advisor for Martech & SaaS Sales

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

Singapore – Martech agency EternityX has formed a partnership with DJM Consulting founded by Deric Wong under a shared vision of actionable strategies that integrate innovation and cultural intelligence. With this, Wong joins the agency as its chief business officer.

It has also named Jean Kniss Loh as chief marketing officer, and Max Lee as global partner for China media integration as part of new senior hires for EternityX. This move aims to drive its rapid global expansion across APAC, Europe, and the Middle East.

The collaboration reflects DJM Consulting’s philosophy, “Don’t Judge Me”, and EternityX’s focus on connecting East and West through advanced marketing solutions tailored to complex markets.

As chief business officer, Wong will oversee business strategy, partnerships, and performance, aligning corporate objectives with a sustainable growth approach. With decades of experience, including leading Dentsu China and Omnicom Media Group Hong Kong, he is recognised for his innovative strategies and operational excellence.

Meanwhile, Jean brings over 20 years of experience in strategic communications, crafting narratives for global companies in her roles with FTI Consulting, Burson-Marsteller, FleishmanHillard, Ogilvy and KPMG. As CMO, she will spearhead EternityX’s global branding and thought leadership efforts, ensuring the company’s continued relevance in an ever-evolving marketplace.

Lastly, Max brings over 15 years of extensive experience in global advertising and media agencies including Carat, Mindshare, MediaCom, and PHD. Max bridges global ambitions with China’s intricate media landscape, creating culturally relevant campaigns that resonate with local audiences. His expertise enhances EternityX’s ability to stand out in competitive markets, delivering tailored solutions that drive meaningful impact.

Speaking about the partnership, Wong said, “This partnership aligns with the evolving global landscape, where business empowerment begins with unlocking new growth potential. At DJM Consulting, innovation is at the heart of everything we do. From challenging conventional thinking to evolving business models, we help companies rewrite their future potential. With deep expertise in strategic marketing, advertising, and corporatisation, DJM Consulting empowers companies to expand into high-growth markets with EternityX, while strengthening their media presence and brand positioning.”

He added, “Success in global marketing today demands collective intelligence and the seamless collaboration of diverse expertise, to achieve a shared goal. Drawing from my experience of leading international creative, advertising, and media organizations, I’ve witnessed how agility, collaboration, and innovation – when paired with a deep understanding of markets – drive transformative outcomes. Our partnership represents an opportunity to push boundaries further, leveraging advanced technology to shape future-ready solutions. Collaborating with Charlene Ree, a trailblazer in AI-driven marketing, we are redefining how businesses, agencies, and industry peers unlock growth in an ever-evolving global marketplace.”

Meanwhile, Charlene Ree, CEO of EternityX, highlights the importance of this collaboration, commenting, “At EternityX, our vision has always been to empower brands to reach their full potential by connecting them with the world’s most dynamic audiences. Partnering with DJM Consulting is a pivotal step forward and enables us to scale our expertise and adapt to the unique needs of global markets. By combining DJM Consulting’s expertise with EternityX’s advanced technology, we’re empowering brands to thrive globally and setting a new benchmark in an interconnected and rapidly evolving world. Together, we are creating enduring value for clients and agency partners through innovation and cultural understanding.”

She added, “For businesses, this partnership paves the way for strategies that connect globally and locally. For agency partners, it offers the tools to enhance capabilities. And for industry peers, it sets a benchmark for navigating the rapidly evolving global marketplace. Together, EternityX and DJM Consulting are shaping the future of global marketing.”

India – Netcore Cloud has announced the expansion of its partnership with Google Cloud to elevate its product discovery, AI-powered search, merchandising and customer engagement marketing platforms. Engineered using Google Cloud’s generative AI technologies, Netcore’s offerings will help brands deliver more impactful hyper-personalised experiences that boost customer retention and revenue growth. 

By combining Google Cloud’s expertise in data analytics and generative AI with Netcore’s deep experience across sectors like ecommerce, banking, finance, securities, insurance, and travel, Netcore wants to create solutions that ensure every brand touchpoint delivers maximum value and enhances the overall customer experience.

Moreover, brands will benefit from Google Cloud’s AI technologies alongside Netcore’s product discovery and marketing solutions, robust data sets, and AI-powered tools that deliver superior customer engagement and, ultimately, drive revenue growth.

The collaboration aligns with Netcore Cloud’s strategic goal of doubling its ARR by 2027 and expanding its footprint across North America, Europe, and Southeast Asia.

The partnership enhances Netcore’s ability to provide deeper insights into consumer behavior by integrating tools like Google Analytics, BigQuery, and Ads Data Hub. These connections allow for enriched customer intent data analysis and sentiment evaluation of product catalogs, empowering brands to better understand and address consumer needs.

Google Cloud’s enterprise search tools will also optimize search relevance and product recommendations on Netcore’s platform, enabling precision handling of complex queries. Additionally, AI-driven conversational agents will streamline customer journeys, guiding users to desired products efficiently and improving conversion rates.

Kalpit Jain, Group CEO at Netcore Cloud said, “With our sights set on doubling our ARR, this partnership forms a critical part of our growth strategy. By creating such powerful synergies we are confident about unlocking new growth opportunities collectively thereby redefining customer engagement and delivering exceptional value to our clients worldwide. Together with Google Cloud, we are building the future of customer engagement, one where every interaction creates value, fosters loyalty, and drives sustainable growth for brands.”

Meanwhile, Siddharth Gopalkrishnan, chief operating officer at Netcore Cloud, commented, “Our partnership with Google Cloud has evolved tremendously over the years, and with this new chapter, we are doubling down on our commitment to unlock unprecedented value for our customers. We are excited to leverage this strengthened collaboration to rapidly scale our presence across SEA, the Middle East, and the US, driving growth at an accelerated pace.”

The partnership also enhances Netcore Cloud’s Co-Marketer platform, delivering powerful scenario planning tools to forecast key metrics such as purchase frequency, average order value (AOV), and replenishment cycles. Additionally, the platform provides insights into the relationship between online and offline behaviour, empowering brands to build seamless omnichannel strategies that enhance engagement across every marketing touchpoint. 

Bikram Singh Bedi, vice president and country MD at Google Cloud India, stated, “Netcore Cloud and Google Cloud have been collaborating over the past few years, exploring various avenues for customer and product data enrichment to drive personalised experiences. The expanded partnership deepens this collaboration, with Netcore integrating Google Cloud’s generative AI technology, powered by state of the art infrastructure, into its  product discovery and customer engagement solutions.”

One of the biggest misconceptions customers have when it comes to building a solution in house is that it will be cheaper. The prospect of saving on licensing costs is attractive to businesses and this is often reflected by technology decision makers when they look to deploy.

However, going down the in-house route often means months—sometimes even years—of development time. As teams undertake a solution build, it’s not uncommon for companies to need to invest heavily to shore up their resources: hiring additional developers, training existing staff, and paying for costly software tools and development environments. 

Furthermore, the initial build is just the beginning. What follows is the ongoing costs of refining and updating the solution as new technologies and threats emerge. Off-the-shelf solutions come out of the box ready to go with the latest features and updates. Let’s take a look at other added benefits of buying a ready made solution.

Maintenance and Security

Maintaining a homegrown solution is like trying to hit a moving target. It’s not just about keeping things running smoothly; it’s about adapting to a constantly changing landscape of security threats and technological advancements. Companies often underestimated the sheer volume of work involved in keeping their solution up-to-date and secure. 

And it’s not just the work; it’s the specialised knowledge needed to understand and implement the latest security protocols. Established and trusted solution providers will have this already.

For example, digital marketing platform Eagle Eye AIR invests 5% of its revenues back into security every year. This investment delivers a return on security up to five times higher than the same investment made by an enterprise retailer running a single program on their own homegrown solution. 

Opportunity Costs and Time to Market

The concept of opportunity cost in another conversation that regularly comes up among teams contemplating building their own tools. Building a solution in-house doesn’t just tie up financial resources—it also ties up the time and energy of skilled staff. 

Every hour that a team spends on development is an hour not spent on strategic initiatives that could be driving a business forward.

Extended development cycles can be a big trap that cause organisations to miss crucial market opportunities. Technology moves quickly, and the market could potentially move on before the build is complete, blunting an organisation’s competitive edge. 

With an out-of-the-box product, organisations get a ready-to-deploy solution that gets them to market faster. That speed translates into immediate benefits, whether it’s staying ahead of competitors or quickly responding to customer needs.

Indirect Cost Add Up

When organisations build in-house, they are not just paying for development and maintenance. They are also absorbing the costs of project management, internal meetings, testing, and troubleshooting. 

There’s also the morale and productivity impact on teams. Nothing drains energy faster than endless debugging sessions or feature roadmaps that never seem to get shorter. It’s easy for teams to get bogged down in the minutiae of development, losing sight of their core competencies and what truly drives value for their customers.

All these indirect costs are minimised when choosing a turnkey solution. Robust, supported platforms allow teams to focus on what they do best—serving customers and growing the business. This not only saves money on development and maintenance; it also preserves team energy and creativity for the tasks that matter most.

Expert Support and Continuous Innovation

The value of having access to expert support and continuous innovation can’t be overstated. When building a solution in house, it falls on the development team to handle every challenge that comes their way. If something breaks or if there’s a need for a new feature, developers are on the hook to figure it out. This often leads to burnout and frustration, especially when resources are stretched thin.

With a professional, prebuilt solution, support teams are there to assist whenever help is needed. Regular updates and new features will also mean the best tools are always available.

Predictable Costs and Budgeting Confidence

Let’s face it: one of the most appealing aspects of deploying a market-ready product is the predictability of costs. With an in-house solution, costs can spiral out of control quickly. Unforeseen challenges, feature creep, and the need for additional resources can blow budgets wide open. 

Starting with a seemingly reasonable development budget, only to arrive in a financial quagmire months down the line as costs blow out, is a very precarious position for solution buyers to be in. 

Commercial products offer clear and predictable pricing structure. This not only makes budgeting easier but also allows organisations to plan finances with confidence, knowing that the investment will yield a strong return without the risk of unexpected costs.

Focus on Core Business Objectives

Ultimately, the most compelling reason to choose an off-the-shelf solution over building an in-house solution is that it allows teams to focus on core business objectives. Every business has a unique mission, and time and resources are best spent pursuing that mission, not getting bogged down in building and maintaining complex solutions.

Freeing up teams to focus on what they do best, whether that’s providing exceptional customer service, innovating new products, or expanding into new markets. Is often far more preferable to organisations than having teams locked up in long development cycles. 

The last 10% takes 90% of the time

According to Melanie Mitchell, computer scientist and Professor of Complexity at the Santa Fe Institute argues that “the first 90% of a complex technology project takes 10% of the time and the last 10% takes 90% of the time”.

Just because some teams have exceptional product owners, product managers, engineers and more, all of whom might be capable of building a bespoke solution for loyalty, promotions and personalisation, it may not be the best use of their time. 

However, building that sort of technology is the core focus of the right solution provider. Finding an expert in all the aspects that constitute that last 10% will be a gamechanger.

The Smart Choice for Reducing TCO

The decision to deploy a ready-made solution versus building an in-house solution can often confound technology decision makers, but the benefits of doing the former are clear. 

Considering all the factors—development time, maintenance, security, opportunity cost, indirect costs, and the ability to focus on core business objectives. Choosing the right packaged loyalty, promotions and personalisation solution not only reduces total cost of ownership for an organisations, but also positions them for long-term success.

When it comes to loyalty and personalisation suites, many customers make this choice with such solutions. The peace of mind, the reduced costs, and the ability to stay agile and competitive in a fast-paced market are all powerful advantages to benefit from. 

It’s not just about saving money; it’s about making a strategic investment in a business’ future. 

This thought leadership is written by Aaron Crowe, Regional Director, Eagle Eye, Asia

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2024-2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

India – Global martech company Netcore Cloud has recently announced the appointment of Siddharth Gopalkrishnan as its new chief operating officer. In his new role, Siddharth will focus on building next-generation propositions around customer engagement, retention, and personalisation while refining the company’s go-to-market strategies.

He will also work to enhance operational efficiency and foster strategic partnerships to further expand Netcore Cloud’s presence in global markets.

His recent appointment underscores Netcore Cloud’s ambition to double its revenue in the next three years and expand its global footprint.

An IIM Bangalore alumnus, Siddharth brings over 16 years of experience from McKinsey & Co., where he led transformative digital initiatives across multiple sectors including e-commerce, automotive, financial services, healthcare, and consumer goods.

His deep understanding of both B2B and B2C business models, combined with his hands-on experience in creating and scaling digital-first businesses, uniquely positions him to lead Netcore Cloud’s next phase of innovation toward achieving US$200m ARR, while continuing its “Proficorn” track-record.

Speaking on his appointment, Siddharth said, “With Netcore Cloud’s exceptional product suite and AI-powered innovations, we have a unique opportunity to not just lead the martech space but redefine it. Having seen this space from a user’s perspective for many years, I see immense untapped potential for brands to leverage platforms like Netcore. I look forward to working closely with the very talented leadership team at Netcore, to build on the current platform and push the boundaries of what’s possible in the realm of customer experience.”

Meanwhile, Rajesh Jain, founder at Netcore Cloud, commented, “With our sights set on scaling to $200M ARR, Siddharth’s leadership will be instrumental in refining our global strategy and enhancing our brand’s value proposition. His dual expertise in consulting and business building is exactly what we need to navigate the next chapter of growth.”

Lastly, Kalpit Jain, group CEO at Netcore Cloud, also echoed his excitement about Siddharth’s appointment, stating, “Apart from being a dynamic leader, Siddharth’s deep understanding of what it takes to build profitable D2C brands, and leading tech-enabled transformations across sectors where Netcore already has a strong presence, will be invaluable to our journey going forward, as we look to expand our global footprint and deliver exceptional value to our clients and partners.”

Australia – It’s officially ‘martech awards season’, with these awards aimed at recognising ‘knockout’ innovation in global marketing technology. The latest raft of martech awards are rigorously independent, with all entrants being subjected to rigorous judging–including of the TMW 100 Awards.

“The TMW 100 Awards aren’t awards that can be gamed, especially by larger companies with lavish budgets and industry clout. If you win a TMW 100 Award, it’s because you’ve done something impressive and richly deserve recognition,” Juan Mendoza, CEO and founder at TMW.

Mendoza also argues martech purchasers have long been poorly served. “Businesses often spend up big on martech solutions that are then under-utilised. The main reason that happens is because there is not nearly enough reliable data out there. These awards are designed to be a useful data point.”

Meanwhile, Billy Loizou, area vice president for APAC at Amperity is delighted that experts and martech-buying execs will now have a handy list of the most highly-rated solutions released over the last year. 

He encourages all those passing judgment to understand that martech leadership is about “offering solutions that address key use cases such as increasing customer retention, boosting conversion rates, or improving campaign ROI, all with the ultimate goal of driving meaningful, measurable outcomes.”

Sarah Jarvis, communication and propositions director at Eagle Eye, says, “The TMW 100 Awards are a fantastic place to showcase what we have delivered in collaboration with our customers. Merit-based awards are super important and especially great when your company ranks highly! Eagle Eye did that last year and got greater brand exposure. It was also something for our team to be proud of and celebrate.”

India’s Vishnu Vankayala, the CEO of CustomerLabs, says of last year’s event (where CustomerLabs took out first prize), “TMW 100 was fair and transparent. It helped us to get a lot of recognition and it acts as a strong validator for our current and future customers. Looking forward to winning the TMW 100 again!” 

Remi Morault, CEO of Desygner, (which nabbed the runner-up spot in 2023), says, “One of the standout aspects of TMW 100 was the international exposure it provided, which was invaluable for us at Desygner. The honour has undoubtedly helped in strengthening our brand reputation and opening new doors for collaborations and opportunities.” 

As well as being one of Nairobi’s most respected e-commerce and growth-marketing consultants, Fiona Ngaruro is a TMW 100 Awards judge. “There are so many great martech solutions out there that people don’t know about,” she says. “The superpower of the TMW 100 Awards is to create a level playing field for innovators across the world.”

Anna Ambrozevich, founder of the CRO & Personalization Academy, agrees, saying, “I’m excited about the innovation we’ll see this year, especially the synergy of composability and AI. But as the director of a ‘women and tech’ chapter, what I dream about is seeing more females founding martech companies and entering these awards.”

MARKETECH APAC is also currently submitting submissions for its Marketing Technology Awards 2024. With 45 carefully selected categories, these categories represent the diverse and dynamic landscape of the modern marketing ecosystem. Submit your entries before August 28 by clicking HERE.

Kuala Lumpur, Malaysia – Marketing transformation agency GrowthOps Asia and martech company Anchora have joined forces to complete three significant projects for Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines and FlyFirefly. These projects have improved MAG’s marketing capabilities, enabling a more personalised and data-driven customer experience.

Under the direction of Ivan Gan, digital transformation senior manager, and Sambhav Jain, director of martech at Anchora, the collaboration focused on unifying customer data, migrating to advanced marketing platforms, and streamlining marketing automation.

The partnership implemented the Adobe Real-Time Customer Data Platform (RT-CDP) for MAG, consolidating data from sources such as loyalty programs, CRM systems, booking portals, e-commerce platforms, third-party platforms, websites and mobile apps. This integration eliminated data silos across applications within the organisation, providing a comprehensive view of each customer.

Moreover, the partnership also led one of the first migrations to Adobe Campaign Managed Cloud (ACMC) v8 for MAG. Despite the complexity of the transition, close collaboration with Adobe and MAG ensured a smooth migration.

The third project completed by the partnership was the successful migration of Firefly from Insider to Adobe Campaign Managed Cloud, ensuring continuity in marketing campaigns. This migration streamlined MAG’s marketing technology stack and enabled Firefly to utilise ACC’s advanced capabilities.

“Our goal was to ensure MAG could deliver targeted campaigns based on comprehensive customer insights. By unifying their data, we enabled MAG to execute personalised campaigns seamlessly across channels, which is already paying dividends in terms of efficiency and accuracy for their marketing team,” Jain said.

Clarence Lee, group chief digital officer at MAG, commented, “The collaboration has significantly advanced our digital capabilities, enabling us to better understand and engage with our customers, thereby driving long-term business success. The successful delivery of these projects underscores our commitment to innovation and strategic digital transformation.”

Simon Dale, vice president for Asia at Adobe said, “Today, travellers across the world demand seamless and tailored experiences across multiple touchpoints, whether digital or over the counter. At Adobe, we’re proud to enable Malaysia Aviation Group in their mission of delivering hyper-personalized and real-time travel experiences through Adobe Experience Cloud and Real-Time Customer Data Platform. It is exciting to see this collaboration lead the way for the industry on digital transformation and standout traveller experiences.”

Luke Evans, founder of Anchora, concludes, “Partnering with Malaysia Aviation Group on these three projects has been a pivotal experience for Anchora. These initiatives highlight our commitment to leveraging advanced martech solutions to drive customer engagement and business growth. Working closely with MAG and GrowthOps Asia has underscored the importance of collaboration in navigating complex technological transitions and achieving impactful results.”

These projects illustrate Anchora’s commitment to leveraging martech solutions to enhance business potential. Through this partnership, MAG is now positioned to offer a more unified and enriched customer experience, fostering greater customer engagement and loyalty.

Tng Boon Keong, regional head of consulting for GrowthOps Asia, stated, “By leveraging the strengths of GrowthOps Asia and Anchora, we have significantly enhanced our martech infrastructure offering. This collaboration has empowered us to execute complex marketing initiatives with greater precision and effectiveness, ultimately driving better results for Malaysia Aviation Group and enriching our customer experience.”