Tag: What’s NEXT in Marketing 2024

Explaining to marketers that artificial intelligence (AI) is transforming the way they execute marketing campaigns and how they interact with customers is an unnecessary endeavour. Pretty much every industry has either already widely adopted the technology, or is in the process of weaving it into its current technology stack. 

The question we should endeavour to ask, though, is how marketers can make the most of AI, and what they should prepare for as 2025 is fast approaching. 

A significant area of interest is AI-generated content. It offers immense value both from an efficiency and customer engagement perspective, but also raises concerns:  how much can we give to AI? What is the place of us humans, particularly marketers in the equation? How to ensure accuracy and an ethical use of AI? 

These considerations will be crucial as marketing strategies and technology investments for 2025 take shape.

What’s Next in AI-Generated Content 

Thanks to AI, we have really entered an era where content is king. Tools, driven by AI, not only enhance content creation but are also changing how content is delivered. 

The last decade saw marketers focus on using data-driven technologies to improve personalisation. What we are now entering is an era of AI-driven hyper-personalisation, where customer experiences are tailored to individual preferences using vast amounts of data.

By harnessing AI, marketers can understand individual preferences, behaviours and context. They can recommend tailored products, predict customer needs and automate responses. Those seamless, hyper-personalised experiences are what will keep customers coming back and engaging more with their favourite brands. 

Four Ways AI Will Impact Content for Marketers

  1. Deeper personalisation at scale, tailored to each user – Еxamples of this include customised homepage content based on past purchases and browsing history, product recommendations matching user profiles, personalised search results ranked by relevance to the individual, email and push notification content tailored to past responses, chatbots providing personalised answers based on context, and next best action recommendations to enhance the customer journey.
  1. Faster, smarter content creation, localisation and omnichannel publishing – AI is an incredibly handy tool for automating content generation, including suggesting topics and headlines, rewriting content for different formats, or writing full articles using natural language generation (NLG). More and more, this will also apply to images and video assets, which can help marketers provide even richer content. The latest tools can also advise on when to publish, and which channels make the most sense based on trends, behaviour and competitors.
  1. More relevant search results and chatbot interactions – By implementing natural language processing and voice search, marketers can allow customers to find information in an intuitive, conversational way. Voice search is the next big thing to come out of AI, allowing users to speak their search queries out loud, which will create a more human-like search experiences, leading to higher satisfaction and engagement.
  1. Actionable analytics to guide better content decisions – Мore and more, AI will help optimise content for better performance by analysing and providing recommendations for titles, descriptions, keywords and other elements. This will ultimately also help improve search engine rankings. AI can also identify areas that need improvement before publishing, while NLP techniques can help analyse user-generated content (comments, social media discussions, feedback) to understand sentiments and preferences. 

Governance and human oversight: three tips for a sustainable use of AI

The increasing use of AI demands greater responsibility. While AI tools can enhance user engagement and efficiency, careful governance and human oversight are crucial as the technology rapidly evolves.

  1. Avoiding AI hallucinations – Retrieval Augmented Generation (RAG) combines GenAI with detailed, relevant data to deliver accurate, reliable and useful insights. RAG is a technology that provides much needed context and insight to decrease the chances of hallucinations, improve accuracy and reduce costs. 
  1. Maintaining messaging and brand control – Using AI algorithms that generate content based on that data can result in messaging that doesn’t align with a brand’s values, personality or voice. Establishing clear guidelines and implementing review processes can ensure consistent messaging that reflects the brand’s values. It could be done by developing specific rules for the types of content that can be generated, or defining the boundaries for AI-generated content usage.
  1. Ethical and legal implications – AI-generated content may be susceptible to bias or discrimination, especially in sensitive industries like healthcare or finance where accuracy and transparency are critical. Marketers need to collaborate with legal and regulatory experts so they can develop guidelines that guarantee that their use of AI complies with relevant laws and regulations, and avoid potential legal issues. 

2025 has the potential to be an incredible year for marketers who understand the potential of AI, and how to use the technology effectively. However, they need to remember that AI is not a magic wand. It requires thoughtful planning, robust data infrastructure and ethical considerations. 

This thought leadership is written by Jay Sanderson, Senior Principal Customer Architect at Progress

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.

Southeast Asia’s mobile-first habits are heading towards a major shift in 2025, driven by the rapid rise of Smart TV adoption and ad-supported streaming. Similar to India’s adoption of Connected TV (CTV), Southeast Asia is expected to outpace more mature markets, such as Australia, in the next few years. 

CTV blends the premium storytelling of linear TV with digital precision, capturing audience attention on immersive, large screens. As its growing popularity scales the opportunity for co-viewing environments marketers are beginning to understand the untapped impact of the big-screen experience. Not just in terms of reach and brand awareness but for driving measurable outcomes.

Growing interest from both local advertisers and global brands looking to reach Southeast Asian audiences has supercharged CTV growth potential. The region is already experiencing rising CTV ad spend – with open programmatic CTV ad spend up 43% in Q1 of this year, compared with 2023 – and this is only set to continue into 2025. What really makes it interesting, though, is where that spend will come from. 

In many other countries, we’ve seen a sizable shift in ad dollars from linear to Connected TV. But here, in a predominantly mobile-first region, we also expect to see it flow from social and digital video, setting a bold new course for digital advertising in Southeast Asia. 

Smart TVs: The Gateway to Growing OTT Audiences

In Southeast Asia, we’re seeing a significant shift to streaming. With the region’s OTT market expected to reach $4.5 billion next year and APAC representing almost half of all global Smart TV shipments by 2027, Connected TV is set to take on the role as hub of the home. But it’s still going to take time for streaming to become the norm. 

Skyrocketing Smart TV penetration in Southeast Asia is being driven by affordability, the growth of streaming apps and the rise of ad-supported models, like FAST and AVOD. As these formats gain traction, they provide an opportunity for marketers to connect with cost-conscious audiences that increasingly prefer streaming. 

This significant shift in audience behaviour means advertisers relying solely on free-to-air TV to get their brand seen are at risk of missing audiences – particularly younger demographics. As advertising capabilities are being fueled by the growth of Smart TV, it’s now essential for brands to rethink their media mix and consider how Connected TV (CTV) can play a role in reaching untapped audiences.

Rise of Ad-Supported Streaming: Getting in the FAST lane

According to reports, Southeast Asia’s Subscription – or Premium – Video On Demand sector (SVOD) bounced back this year after a tough period, representing 1.6 million new subscriptions year-on-year. At the same time, as more Smart TVs have been switched on, consumers have also increasingly embraced ads in exchange for quality content. As a result, the region is now on track to contribute a significant US $796 million to global FAST revenues by 2027. 

FAST, or Free Ad-Supported Streaming TV, is not trying to replace SVOD. Just like every other country, consumers ultimately gravitate towards the content they want to watch regardless of format. TV is just TV in the eyes of viewers.

FAST is still the new kid on the block in many countries, including Southeast Asia, but here seven in ten TV viewers already consume ad-supported streaming. What makes it attractive isn’t a complete reinvention of the viewing experience: it’s the welcome reprieve to the paradox of choice. FAST allows consumers to simply tune into a channel, lean back and relax for free, all in a streaming environment.

FAST also goes one step further by providing viewers with a short-cut to content. Unlike traditional TV, which requires substantial scale to break even, FAST offers a new format that enables single channel shows, nostalgic favourites and genre-based channels, as well as general entertainment, to be set up more easily. It’s easy to understand the consumer appeal of quality content that audiences can effortlessly dip into.

Local Stories, Global Platforms: The Power of Regional Content on FAST

Southeast Asia might be an emerging FAST market, but this places it at a significant advantage compared to more mature and developed markets like the UK and US. With a successful blueprint already available to work from, Southeast Asia has the unique potential to leapfrog FAST generations, drive faster adoption rates and scale at speed with offerings unique to its diverse region.

Home to almost 700 million people, Southeast Asia is a region where global content providers can achieve massive scale by tailoring content to highly specific, local preferences. With research showing local, culturally-reflective content drives repeat usage, it’s no surprise we’re already seeing platforms tap into nuances and language variations. For advertisers, this approach offers a powerful mechanism to address highly-engaged yet varied audience segments across markets like Indonesia, Thailand, and Vietnam through premium ad placement opportunities.

Looking ahead, the lower entry cost of FAST services will also create even more opportunity for localised offerings, both at home and abroad. For instance, sophisticated dubbing can enhance news channels, making them accessible in various languages and dialects across Southeast Asia. On the flip side, it can also help local content find new audiences globally, such as K-Content.

This thought leadership is written by Alex Spurzem, Managing Director, Samsung Ads Southeast Asia and Oceania (SEAO)

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.

Today’s brands, in and outside of Southeast Asia, face a constant challenge: Cutting through the noise and connecting with consumers in a meaningful way. Traditional marketing approaches – often focused on chasing fleeting trends or aligning with pre-planned events – are proving increasingly ineffective. The key to success lies in embracing an agile, data-driven approach that prioritises real-time insights and responsiveness.

This approach moves beyond simply reacting to trends; it anticipates them. Instead of attempting to dictate what’s “in,” successful brands across Southeast Asia are leveraging data analytics to understand the deeper currents shaping consumer behaviour. By identifying and responding to emerging interests and sentiments in real-time, these brands are able to craft highly relevant and resonant messaging. This is not about creating trends, but rather reacting organically to them – capitalising on spontaneous moments and authentic connections.

One compelling example is the Singapore Grand Prix, where Singapore Airlines went beyond simple alignment. According to Singapore’s Ministry of Trade and Industry, since it began in 2008, the F1 Singapore Grand Prix has attracted more than 550,000 international visitors and generated around $2 billion (SGD) in incremental tourism spend. By strategically sponsoring and aligning with the event, the airline capitalised on increased passenger traffic and exposed its branding to millions of viewers tuning in globally. In understanding the broader cultural context, Singapore Airlines successfully amplified its presence – highlighting the importance of understanding the wider culture of an event or trend to maximise impact and ROI.

That said, the success of agile, data-driven marketing hinges on several key elements:

  • Real-Time Data Analysis: The ability to monitor and interpret real-time data is crucial. This allows brands to identify emerging trends, gauge audience sentiment, and adjust messaging accordingly. Tools providing real-time analytics on consumer interests, social media conversations and search trends are vital.
  • Rapid Response Mechanisms: Once a trend or opportunity has been identified, brands must be able to act swiftly. This requires efficient internal processes, streamlined approval workflows and a culture of overall responsiveness.
  • Contextual Relevance: Messaging needs to be tailored to the specific context and culture of each target audience; generic, one-size-fits-all approaches are ineffective.
  • Authentic Storytelling: Consumers are increasingly discerning; they can easily spot inauthentic marketing attempts. Brands need to craft compelling narratives that resonate with their values and aspirations.

In the Southeast Asian marketplace, agility is the cornerstone of sustainable brand success. Data-driven insights, targeted media activation, and authentic storytelling are just a few tools that allow brands to move beyond reactive trend-chasing, and towards more proactive, meaningful engagement with their audiences. To stand out in this competitive landscape, the capacity to adapt and react to the ever-changing preferences of consumers will determine who thrives here…and who gets left behind.

This thought leadership is written by Amresh Kumar, SEA Commercial Lead, Nexxen

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.

Malaysia – Malaysia, celebrated for its rich cultural diversity and dynamic economic growth, is emerging as a key player in Southeast Asia’s innovation landscape. As the country continues to embrace digital transformation, its marketing sector is poised to evolve rapidly, offering exciting opportunities for both local and global brands.

As AI, omnichannel marketing, customer experience, data analytics, consumer insights, influencer marketing, and digital advertising landscape reshape the market, brands in Malaysia are increasingly focused on hyper-targeted, customer-centric campaigns that drive engagement and foster lasting brand loyalty. As businesses adapt to the digital age, marketers face the challenge of embracing the next wave of trends and strategies that will redefine the marketing landscape.

Coming to Malaysia on 3 and 4 December 2024, at the Sheraton Petaling Jaya, MARKETECH APAC’s ‘What’s NEXT in Marketing: Malaysia 2024’ conference is set to equip marketers and brands with the tools and insights needed to future-proof their marketing strategies.

Building on the success of last year’s event, What’s NEXT in Marketing: Malaysia 2024 conference will once again bring together marketers and industry leaders from across the country to exchange knowledge, share expertise, and spark meaningful conversations about the future of marketing in Malaysia. With a dynamic lineup of keynote presentations, panel discussions, fireside chats, and networking sessions, this event offers marketers the opportunity to expand their networks, elevate their campaigns, and drive success in the ever-evolving Malaysian market.

Some of the industry leaders that will headline the conference are: 

  • Andrea Chuang, Campaign Marketing Head at AirAsia MOVE
  • Huey Ying Leong, Head of Marketing at Burger King
  • Callista Fernandez, Marketing Director for Oral Care at Colgate-Palmolive
  • Asnawi Jufrie, VP and GM of Southeast Asia at SleekFlow 
  • Jason Yong, CEO and Founder of Unicom Marketing
  • Alyaa Ramlan, Head of Social at Unifi
  • and many more to be announced!

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

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

For speaking opportunities, contact Jean Cabico at [email protected]; and for registrations, reach out to Hans Policarpio at [email protected].

Indonesia – As Indonesia continues to emerge as a key player in Southeast Asia’s economy, marketers must constantly innovate and adapt their strategies to stay relevant, build brand loyalty, and drive growth in this dynamic market. With a diverse and tech-savvy consumer base, the need for innovation isn’t just a necessity but a driving force behind the latest trends in the marketing landscape.

To equip marketers with the essential knowledge and tools to elevate their strategies, MARKETECH APAC is bringing its What’s NEXT in Marketing series to Indonesia. The What’s NEXT in Marketing: Indonesia 2024 conference, scheduled for 7 November 2024 at Pullman Jakarta Indonesia, will bring together industry experts to share experiences, insights, and foresights that will shape the future of marketing in Indonesia.

Building on the remarkable success of its predecessors, What’s NEXT in Marketing: Indonesia 2024 is designed to empower brands and marketers with critical insights, strategies, and tools to navigate the ever-evolving industry landscape. With a lineup that includes keynote presentations, panel discussions, fireside chats, and networking sessions, the event aims to inspire marketers to transform their campaigns, enhance audience engagement, and drive success in the Indonesian market.

Some of the top industry leaders headlining the discussions include:

  • 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
  • Asnawi Jufrie, VP & GM of Southeast Asia at SleekFlow

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

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

For speaking opportunities, contact Jemo Espartinez at [email protected]; and for registrations, reach out to Hans Policarpio at [email protected].