Dear reader,

The latest food delivery numbers from Southeast Asia tell a fascinating story of market evolution. Beyond the headline-grabbing US$19.3B figure lies a tale of mature players finding their second wind through shrewd market segmentation and operational finesse.
What’s particularly intriguing is how the competitive landscape has shifted.

ShopeeFood’s rise to become the region’s third-largest player, overtaking the veteran Gojek, signals that the market remains dynamic despite its maturity. The platforms’ pivot towards mass-market customers through value meals and reduced delivery fees shows a deep understanding that the next phase of growth lies in accessibility rather than premium positioning.

But the real story might be yet to unfold. TikTok’s entry into local services could be the wildcard that reshapes the entire ecosystem. With its massive user base and social commerce prowess, TikTok could potentially disrupt the current duopoly-dominated market structure. Add to this the swirling speculation about a Grab-Gojek merger, and 2025 could herald the most significant transformation in Southeast Asia’s food delivery landscape since its inception.

For investors and industry watchers, the message is clear: this market may be maturing, but it’s far from settled.

Sainul,
Editor.

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NEWS & VIEWS

SEA’s food delivery wars heat up: Market hits US$19.3B as TikTok enters arena
The Vietnamese food delivery market has evolved into an effective duopoly between Grab and ShopeeFood, highlighting the increasing market consolidation in the region.

PropertyGuru axes 174 employees, shuts 3 business units
This decision follows its acquisition by EQT Capital and aims to streamline operations | The layoffs will affect employees across the company, with three business units – Sendhelper, data and software solutions, and PropertyGuru Finance – being shut down.

Gushcloud, Azure Capital launch fund to support digital creators
Azure-Gushcloud Entertainment Finance Fund will support high-potential creators, helping them transition from influencers to sustainable businesses | Analyst projections indicate the creator industry is expected to reach US$500B by 2030.

Grab’s on-demand services in Malaysia add almost US$2.23B to local economy
Malaysian economic consultancy EconWorks said that for every MYR 1 (US$0.23) in value-added directly generated by Grab and its partners, an additional MYR 1.50 (US$0.34) was generated for the broader economy via multiplier effects.

South Korea blocks downloads of DeepSeek from local app stores
Following DeepSeek’s release in South Korea in late January, the government reached out to the firm to inquire how it collects and processes personal data and, in its evaluation, found issues with DeepSeek’s third-party service and privacy policies.

Elon Musk’s AI company, xAI, said to be in talks to raise US$10B
xAI is canvassing existing investors, including Sequoia Capital, Andreessen Horowitz, and Valor Equity Partners for the round, which would bring xAI’s total raised to US$22.4B.

Phishing attempt strikes FTX creditors on the brink of repayments
On Feb. 16, FTX creditor Sunil Kavuri sounded the alarm on X about a potential data leak, warning that scammers are now sending phishing emails to creditors | Earlier this month, FTX confirmed that distributions for small creditors will commence on Feb 18.

Nexmedis raises funding to advance AI-powered medical diagnostics in Indonesia
East Ventures and Forge Ventures are the lead investors | Nexmedis’s Clinical Decision Support solution aids healthcare professionals by offering diagnostic recommendations using ICD-10 codes.

FEATURES & INTERVIEWS

Serving the unbanked: How Hometown is changing the narrative for migrant workers
Hometown is a platform dedicated to empowering this underserved community by providing them with accessible travel and financial services.

FROM THE ARCHIVES

How to maximise marketing efforts on a shoe-string budget
A robust growth strategy prioritises revenue and relies on data-driven decisions over guesswork to evaluate marketing efforts.

Embracing AI’s promise: Navigating the future of marketing
In an era where AI is reshaping the marketing industry, we explore how marketers, particularly in Singapore, can unlock AI’s potential.

Influencer marketing strategies: Driving engagement and reach in Indonesia
Influencer marketing has evolved beyond its initial purpose of engaging and raising awareness among target audiences.

Rising trend in Vietnam: Young professionals embracing social media content creation
According to the ‘Monetise the Creative Economy’ report by Adobe, 33 per cent of those surveyed engaged in part-time content development.

Peanut butter vs lightning strike: What’s your GTM strategy?
Considering the Lightning Strike strategy and execution, it becomes clear it is also about commitment and courage.

How to transform public relations with blockchain technology
Blockchain technology is transforming public relations by offering transparency, trust, and content control.

Why bootstrapping remains the key to survival in Asia’s funding winter
Bootstrapping gives startups the opportunity to focus on sustainable and organic growth, ensuring they remain profitable.

Are you ready for Asia Pacific’s first AI-driven mega sales season?
AI aids businesses in automating campaigns, analyzing performance, and optimizing resource allocation at scale for greater efficiency.

Startups don’t need PR agencies, sirius-ly?
While the founder Focuses on the business aspect of it, the little elves of the PR agency can work simultaneously to increase the visibility of your company, manage any crises that may arise, increase the rate of positive perception towards your brand.

Unlocking growth and retention: Harnessing the power of omnichannel communication strategies
Communications strategies are not one-channel-fits-all, and brands must step up and leverage every productive channel to grow their brand’s voice.

How Category Design drives productivity and efficiency
Category Design challenges you and your team to not only think bigger, but differently; it’s your opportunity to lead, not follow.

Unlocking your creativity and productivity with AI content tools
With the use of AI, there is a new cutting-edge technology suite of content creation tools that transform spoken words into structured, written text, thereby addressing the shortcomings of conventional techniques.

How business leaders can utilise generative AI in employee communications
There are some incredible use cases where generative AI can increase efficiency and help you focus on the stuff that matters.

Keeping up with advertising: How brands can make the most out of change
By combining new technology with industry expertise, brands can stay ahead of the curve, reaping the benefits of their advancements.

Rising above the noise: Why startups shouldn’t chase every news cycle
In such a dynamic environment, how can startups avoid being swayed by every headline? Should founders participate in these discussions?

Effective marketing strategies to win over Gen Z for your startup
Some consider Gen Z a challenging demographic to market to, yet they’ll be your most crucial buyer age bracket for a successful business.

Look outside, grow upside: The advantage of cross-industry hiring
Hiring based on transferable skills rather than work history creates a level playing field and helps companies build diverse talent pools.

Soft skills: The secret weapon for entrepreneurial success, a roadmap to turn dreamers into doers
The next time you’re captivated by a brilliant idea, remember this: your soft skills will determine whether that idea takes flight or remains grounded.

B2B growth strategies every startup should know: Your checklist
The B2B space is increasingly crowded, and with many startups catering to diverse customer needs, a strategic advantage is essential.

The economy of love: Are dating apps doomed?
The ease of choice offered by dating apps reduces the chances of meeting someone with whom you really click in real life.

THOUGHT LEADERSHIP

Second-order effects in AI from DeepSeek AI
DeepSeek doesn’t just maintain the pace of AI development; it accelerates it | By making AI more accessible, it helps reach a broader audience faster | This increased accessibility means more problems can be solved using AI.

The hardest industries to disrupt and start in Asia: A focus on healthcare
Exploring why healthcare is tough to crack, the hidden opportunities, and why startups should still see it as a game-changing frontier.

Decentralised, intelligent, unstoppable: The future of the internet with Web3 and AI
Web3 and AI together create a dynamic, evolving internet that learns and operates independently, beyond just decentralisation or automation.

Generative AI in the workplace: 6 trends every organisation should take note of in 2025
Strong governance, transparency, and compliance will ensure generative AI drives responsible and transformative impact in 2025.

Crypto and global finance: A dance of optimism, politics, and market volatility
The global financial market is shaped by economic data, political events, and the volatile yet intriguing world of cryptocurrencies.

The post Ecosystem Roundup: ShopeeFood surpasses Gojek in SEA food delivery | PropertyGuru lays off 174, closes 3 units appeared first on e27.

The internet has undergone significant transformations since its inception, evolving from a static information-sharing network (Web1) to a highly interactive and centralised platform dominated by tech giants (Web2). The next phase, Web3, promises a decentralised internet powered by blockchain and cryptographic principles, giving users more control over their data, digital identity, and transactions.

At the same time, artificial intelligence (AI) is rapidly advancing, transforming everything from automation to decision-making across industries. The convergence of Web3 and AI has the potential to unlock a truly autonomous decentralised internet, where smart contracts, decentralised applications (dApps), and AI-driven decision-making enable self-regulating ecosystems that operate with minimal human intervention.

The intersection of Web3 and AI, how they complement each other, could determine the future of the internet.

The evolution of Web3 and AI: A perfect symbiosis

For decades, the internet has evolved in ways that have increased accessibility but also deepened centralisation. The transition from Web1 to Web2 placed immense power in the hands of a few tech giants. While these platforms enabled seamless user experiences, they also turned the internet into a walled garden where data became the most valuable asset—one controlled not by individuals but by corporations.

Web3 emerged as a response to this imbalance. Built on blockchain technology, it promised decentralisation, transparency, and user sovereignty. No longer would people need to rely on intermediaries to verify transactions or manage digital identities. However, Web3 in its current form lacks adaptability. Smart contracts, for instance, are powerful in automating transactions, but they are rigid and incapable of responding to dynamic, real-world conditions without human intervention.

This is where AI enters the picture. Unlike traditional software, AI can process vast amounts of data, recognise patterns, and make decisions autonomously. It introduces intelligence to Web3, allowing decentralised applications to evolve in real time, predict changes, and optimise themselves without external input. Instead of static smart contracts, AI-powered contracts can adjust based on real-world events, improving efficiency and reliability.

Together, Web3 and AI create an ecosystem that is not just decentralised but also intelligent—capable of running itself with minimal human oversight. This symbiotic relationship marks the beginning of a new era where digital systems become truly autonomous.

A self-sustaining internet: AI-powered decentralisation

One of the most significant limitations of decentralised networks today is their reliance on predefined logic. Blockchain systems, while secure and transparent, struggle with adaptability. The rigid nature of smart contracts means that they can only execute specific, pre-coded actions. If conditions change or unforeseen events occur, human intervention is required. This limits the efficiency of Web3 applications and creates bottlenecks that slow innovation.

Also Read: 9 ways to use generative AI for PR

By integrating AI, decentralised networks can become self-sustaining. AI can process real-time data, adjust smart contracts dynamically, and automate governance processes within decentralised autonomous organisations (DAOs). Instead of waiting for human-driven proposals and votes, an AI-enhanced DAO could analyse trends, predict future challenges, and adjust its decision-making frameworks accordingly.

This fusion allows decentralised applications to operate more efficiently. AI-driven predictive models can optimise blockchain networks by adjusting gas fees based on demand, preventing congestion, and improving transaction speeds. DeFi (decentralised finance) platforms can use AI to assess risk dynamically, ensuring that lending and borrowing rates adjust in response to market conditions. Even decentralised identity systems can be enhanced with AI-powered verification, reducing fraud while preserving privacy.

An autonomous internet is not just about removing intermediaries—it’s about creating a system that learns, adapts, and improves over time. The combination of Web3 and AI makes this possible, enabling a decentralised digital world that can govern itself intelligently.

Decentralised AI: The end of data monopolies

Today, AI development is controlled by a handful of powerful corporations. These entities not only own the data that fuels AI models but also determine how these models are used. This creates an imbalance where innovation is concentrated in the hands of a few, limiting access to AI capabilities for smaller businesses and individuals.

Web3 disrupts this model by introducing decentralised AI marketplaces, where AI models and datasets are no longer the exclusive property of tech giants. Instead, developers can tokenise AI services, making them accessible to anyone willing to contribute to or utilise them. Today, emerging platforms are already pioneering this shift, allowing AI models to be trained on decentralised networks while ensuring that contributors are fairly compensated.

This approach has profound implications. Instead of relying on centralised cloud providers, businesses and individuals can access decentralised AI services, ensuring greater privacy and reducing dependency on corporate-controlled AI systems. Training AI on decentralised data pools also mitigates the risks of bias and manipulation, as no single entity controls the training data.

Decentralised AI not only democratises access to intelligence but also aligns with the principles of Web3—user ownership, transparency, and fairness. In this new paradigm, AI becomes a shared resource rather than a proprietary tool wielded by a select few.

Security and governance: AI as a decentralised watchdog

As Web3 grows, so do its vulnerabilities. Decentralised systems, while secure by design, are still susceptible to attacks, fraud, and governance manipulation. Without centralised oversight, how can a truly decentralised internet maintain security and fairness?

AI provides the answer. By integrating AI-driven security mechanisms, blockchain networks can detect anomalies in real time, preventing hacks, phishing scams, and other malicious activities before they cause harm. AI-powered fraud detection systems can analyse transaction patterns, flagging suspicious activity and protecting users without the need for centralised enforcement.

Also Read: Startup survival: Smart marketing moves for economic uncertainty

Governance also benefits from AI’s predictive capabilities. DAOs often struggle with voter apathy and manipulation, leading to inefficiencies in decision-making. AI-enhanced governance models can ensure that proposals are prioritised based on real community needs, preventing spam or malicious takeovers. AI-powered moderation can also help decentralised social platforms filter out misinformation and harmful content without relying on traditional content moderation structures.

An autonomous decentralised internet must be both self-governing and self-protecting. By leveraging AI as a decentralised watchdog, Web3 can achieve a level of security and governance previously thought impossible in trustless environments.

The road ahead: Challenges and opportunities

Despite its potential, the integration of Web3 and AI is not without challenges. Scalability remains a critical issue—blockchain networks still struggle with transaction speeds, and adding AI computations increases the demand for resources. Privacy concerns must also be addressed, as AI requires data to learn, but Web3 prioritses user-controlled data sovereignty. Solutions such as federated learning and zero-knowledge proofs are being explored to balance these needs.

Regulatory uncertainty is another hurdle. Governments are only beginning to understand blockchain, and AI regulations are still in their infancy. As these technologies converge, a regulatory framework that fosters innovation while protecting users must be established.

Yet, the opportunities outweigh the challenges. Businesses that embrace the Web3-AI convergence early will gain a competitive edge, tapping into new models of decentralised intelligence, automation, and security. Entrepreneurs and developers who contribute to this ecosystem will shape the future of an internet that is no longer controlled but truly self-sustaining.

In conclusion: The birth of an autonomous internet

We are at the threshold of a digital revolution. The combination of Web3 and AI is not just about decentralisation or automation—it’s about creating an internet that is alive, one that learns, evolves, and operates independently of centralised control.

For the first time, we have the tools to build a self-sustaining digital world—where AI processes information without monopolies, where smart contracts adapt without human oversight, and where governance is decentralised yet intelligent. This is the dawn of a new era. The question is not whether this transformation will happen, but how quickly businesses and individuals will embrace it.

Are you ready for what comes next?

—

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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From left to right: Kevin Shepherdson, Ang Yuit, Ms Tin Pei Ling, Rajesh Sreenivasan, Dr Simon See

Recently, in Jan 16, I hosted a panel discussion, 2025 GenAI Trends in the Workplace: Implications for SMEs, at the AI Festival Asia, organised by the Association of Small & Medium Enterprises.

I was joined for a lively discussion on the state of AI for 2025 and its implications for SMEs by Ang Yuit, President of ASME, Ms Tin Pei Ling, Member of Parliament and Chairperson of Government Parliamentary Committee (GPC) for Digital Development and Information, Rajesh Sreenivasan, Partner and Head of the Technology, Media and Telecommunications Law Practice at Rajah and Tann Singapore LLP and Dr Simon See, Global Head of Nvidia AI Technology Centre.

I shared about “What” are the future trends to watch out for and framed them as 6Cs:

• Collection of data
• Compute power
• Context window
• Chain of thought
• Customisation
• Control

I introduced the “6 Cs” that described the upcoming impacts of generative AI in the workplace for the year ahead. These are opportunities that SMEs should position themselves to take advantage of if they are aiming to leverage AI adoption for value-creation. At the same time, people in Governance, Risk and Compliance (GRC) roles would benefit from these learnings to inform AI management programs in their organisations.

Here’s a condensed run-down of the six Cs that I presented.

Collection of data

The price of more contextualised outputs is more proprietary data. As organisations start leveraging internal knowledge repositories to build AI models that reflect their unique expertise, accompanying measures in Data Governance and bias mitigation are to follow. Small Language Models (SLMs) are now a rising alternative to Retrieval-Augmented Generation (RAG) techniques for deriving insights from internal data using AI models, allowing companies to do this with greater computation efficiency and enhanced privacy.

Compute power

Advances in NVIDIA’s Blackwell architecture, Amazon’s Ultracluster Supercomputer and Trainium Chips and cloud-based AI platforms are making cutting-edge AI accessible and scalable, particularly for SMEs. These innovations align with sustainability goals of environmental, social, and governance (ESG) nature, and democratise AI for smaller enterprises to tap on without prohibitive costs.

Context window

The introduction of million-token long context windows in Google’s Gemini 1.5 models spells the start of AI’s ability to remember multi-session conversational histories with an expanded — potentially infinite — memory. This will enhance workplace collaboration by maintaining project continuity between team members and delivering more contextually aware solutions. Advances in multimodal processing also means we can expect better synthesis and summary of complex documents to smooth out info-intensive communication.

Also Read: The smarter way to fundraise: How Marquee Equity helps startups secure investment

Chain-of-thought reasoning

The emergence of strategic reasoning capabilities in AI through its ability to reason step-by-step is enabling it to tackle complex, multi-step challenges and decision-making with greater transparency and explainability in its outputs. First implemented in OpenAI’s o1 model and now its o3 successor, Chain-of-Thought prompt techniques are projected to be a critical workplace skill that improves trust in AI-generated outputs.

Customisation

From the advent of no-code platforms to autonomous AI agents, businesses are beginning to leverage tailored solutions that cater to specific industries, departments and workflows. We may see more employee-driven innovation of AI tools to automate menial tasks and deliver personalised support. The surfacing of the Chief AI Officer (CAIO) role also signals the growing need for leadership in AI strategy and governance to keep developments in line with organisational objectives.

Control

As AI becomes more autonomous and agentic in nature, there will be a demand for robust governance frameworks and real-time systems monitoring to mitigate risks and maintain ethical AI usage. The CAIO will have to drive interdepartmental collaboration to ensure accountable AI deployment that is in-sync with local and international regulations like the EU AI Act. This is important for maintaining user and stakeholder trust as we navigate new technologies.

Three Cs join the mix: Community, cajoling and collaboration

Expanding upon the foundational 6 Cs, our panelists chimed in with additional Cs that are just as crucial in successful AI adoption for 2025: Community, Cajoling, and Collaboration.

Community

Ms Tin championed the importance of community in cultivating a supportive ecosystem for SMEs. This includes attracting global talent, fostering cross-industry collaboration, and availing shared resources to empower SMEs. Talents come because they see opportunities in projects and real-life problems to solve. “And it’s not just about the people coming together to try to cross-fertilise ideas, but also to pull resources (to support SMEs)”, she pointed out, citing existing initiatives like CTO-as-a-Service that help resource-constrained SMEs get off the ground with digital-readiness.

Also Read: Second order effects in AI from DeepSeek AI

Cajoling

For Sreenivasan, Singapore’s approach to governance is one of cajoling rather than controlling. It encourages businesses to experiment while staying ethical and compliant. “Singapore’s regulatory framework is about amplifying, clarifying, and enabling,” he explained. “Instead of legislating AI prematurely, we focus on engaging the community to understand what is going on.”

He also advocates for collaboration with global counterparts and cross-talk between industries, stating, “Something like AI, which will not just impact a country in isolation but globally, requires collaboration. Through understanding the technology and building deep relationships with other parts of the world, we build bridges and systems that allow a degree of harmonisation.”

Collaboration

Ang called for a shift in the competitive mindset among SMEs to thrive in a market squeezed by global disruption. “Singapore, as a local market, is now a red ocean. We face intense competition not just from local players but also from international entrants bringing their own supply chains and software,” he commented.

“It is more important, now than ever, to look beyond Singapore and collaborate.” Collaboration, Ang explained, is not just about working with peers but also about pooling resources across industries and nations. “How do we bring SMEs together to collectively solve challenges, open up new opportunities, and create value together?” he posed.

In the face of disruption, companies need to be adaptable too, says Ang. He advises SMEs to “be prepared to relook your processes and find new ways to serve your business and audience better.” To this end, Dr See encouraged companies to capitalise on agentic AI to improve existing ways of working and client services. Especially when its combination with generative AI offers a more seamless path to crafting bespoke solutions.

My final thoughts

GRC professionals and DPOs play a critical role in aligning generative AI with ethical, regulatory, and data privacy goals. By prioritising robust governance, transparency, and compliance, organisations can ensure generative AI becomes a responsible and transformative force in 2025.

I highly encourage business professionals to attend our joint Generative AI courses with the Singapore Management University Academy to gain deeper insights into these emerging trends. In 2025, we look forward to aligning our Capabara Generative AI platform with the 6 Cs to empower our clients with enhanced generative AI capabilities.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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As the dawn breaks on the digital age, marketers face a horizon gleaming with the promise of Artificial Intelligence. For Temus, an upstart in the fast-evolving business of digital transformation, the future of marketing is a captivating narrative — a story of transformation, unprecedented possibilities, and discerning navigation through uncharted territory.

This intricate narrative rests on three pillars that define Temus’s outlook.

The future of marketing: Why does it matter to Temus

Firstly, Temus recognises that the path of digital transformation is still being paved – not just for us but for our customers, stakeholders, and the entire industry. We believe in the strength of thought leadership that advocates for holistic organisational change and places people at the heart of any transformation as the way forward.

“When Temus was founded, it was much about building capabilities and value creation as it was about organically developing digital talent. People and talent are central to any transformation and close to the purpose of Temus and at the heart of what we do (and) how we do it,” said Srijay Ghosh, its founding member and chief revenue officer.

Secondly, we understand that in this world of shifting landscapes, trust is our compass. Temus’s credibility is anchored in our unwavering consistency and customer-centric approach, which forms the bedrock of our partnerships with employees, customers, and stakeholders. We acknowledge that reputation is the only currency in the marketplace of trust, and it’s the ethos that our marketing ethos continually strives to strengthen.

Also Read: Digital transformation: It starts and ends with our people

Lastly, we cannot discuss the future of marketing without acknowledging the impact of digital operating models, particularly AI. The potency of AI to transform industries is already apparent — think CGI rendering of Princess Leia in “The Rise of Skywalker” or Paul McCartney’s project regenerating John Lennon’s voice. Yet, the vast oceans of data still remain uncharted, trapped in digital silos, or lying dormant in human memories.

Some lessons from marketing’s digital frontrunners

For marketers, the question is not about the existence of these digital resources but how to effectively leverage them. It’s crucial to remember that the marketing industry is not monolithic; it’s a rich tapestry of brand communicators, growth strategists, and product marketing professionals. Some have embraced the AI frontier more readily, revealing the landscape’s promises and pitfalls.

Consider the case of programmatic advertising, where AI-driven ‘click, bid, serve’ operations have reduced the Cost Per Thousand Impressions (CPM) by 16 per cent, extended reach by 44 per cent, and increased conversions by 18 per cent. Yet, it has also been a landscape marred by issues such as ad fraud, with 56 per cent of budgets wasted and 30 per cent of clicks originating from non-human traffic.

The opportunities that AI presents in the realm of the Digital Marketing Stack are significant, with marketers achieving a near-complete view of customer journeys, from Analytics and Activation to Experience and Data Management. Here, companies like Singapore Airlines have set the benchmark, using AI to construct personalised customer experiences and transform journeys.

However, while AI lights up the path to opportunity, there are areas that remain shadowed. For instance, the value of earned media in trust-building, a domain still dominated by human gatekeepers running newsrooms, is often elusive. In Singapore, traditional media’s trust level has climbed, with a score of 46 points according to Reuters Institute and 59 points in the Edelman Trust Barometer — matching the trust scores of institutions like the United Nations.

Herein lies the paradox. While AI accelerates our journey into the digital age, we must also discern the boundaries and possibilities of analogue in this digital world.

“(We) believe that we will not be competing against AI, but competing in the age of AI. To succeed, we must do so hand-in-glove with machines to achieve meaningful digital transformation. This will continue to impact the way we regard talent development, effect change in business operations, and ultimately drive our economy forward in the digital age.” said KC Yeoh, Chief Executive Officer at Temus.

Also Read: Debunking misconceptions about FinOps and cloud spending reduction

We must understand that AI’s greatest power will be unleashed when it augments and elevates human potential, and conversely, humans should be prepared to sharpen these tools for humanity’s service.

Raising marketing’s appeal to humanity with AI

For this co-evolution to occur, we need an industry-wide mindset shift. A McKinsey Global Institute report estimates that by 2030, as much as 14 per cent of the global workforce may need to switch occupational categories. We need to equip marketers with the necessary skills, from Python to Power Fx to Natural Language Processing, to navigate the AI landscape and make AI a partner, not a threat.

But technical skills are only one side of the coin. Navigating AI’s landscape requires a unique blend of science and art — analytics with creativity and algorithms with empathy. This narrative of AI is not one of displacement but of empowerment, amplification, and elevation.

We stand at a crossroads, looking forward. To paraphrase a visionary, “The people who are crazy enough to think they can change the world are the ones who do.” AI presents an opportunity for us to rethink and reimagine the marketing landscape. For those bold enough to navigate this new terrain, the journey promises to be as rewarding as the destination.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic

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This article was first published on July 5, 2023

The post Embracing AI’s promise: Navigating the future of marketing appeared first on e27.

The success rate of an influencer can be drilled down to several factors. While there is no fixed formula for success, certain factors generally play a significant role in determining an influencer’s success rate.

Firstly, the quality of content produced by an influencer is crucial. It should be engaging, unique, and resonate with the target audience. High-quality content is more likely to attract and retain followers, ultimately leading to a higher success rate.

Engagement and interaction also play a vital role. Successful influencers actively engage with their audience by responding to comments and messages and participating in discussions. Building a community and fostering relationships with followers increases engagement and develops loyalty.

In addition to content creation, influencers need to have business savviness. Understanding the business side of their industry, including negotiations, contracts, and branding, can significantly contribute to their success. Knowing how to effectively monetise their influence and manage partnerships is essential for achieving a higher overall success rate.

Why brands should tap into influencer marketing in Indonesia

Influencers in Indonesia are categorised by follower count and are split into end-users (100 – 1,000 followers), nano-influencers (1,000 – 10,000 followers), micro-influencers (10,000 – 100,000 followers), followed macro-influencers (100,000 – 1,000,000 followers), and finally mega-influencers (over 1 million followers) in 2023.

Also Read: How can influencer marketing help the travel industry in a post pandemic world

Influencer marketing has evolved beyond its initial purpose of engaging and raising awareness among target audiences. It now plays a significant role in creating trends and driving various marketing strategies.

These include influencers expanding into video content, affiliate programs, and live shopping experiences, which present new and compelling opportunities for brands to connect with their target audiences.

According to the State of Influence Report 22/23, brands in Indonesia, particularly in the food and drink, fashion and beauty, lifestyle and home, and entertainment and hobbies industries, utilise influencer marketing as an effective way to reach their desired audience.

Besides selecting appropriate influencers, brands should also be aware of their objectives when running an influencer marketing campaign, which includes choosing the right social media platform.

Based on the same report, Instagram dominated the market in Indonesia, accounting for 69.9 per cent of total influencer marketing campaigns. Additionally, TikTok has quickly gained popularity, with nearly 1 in 4 campaigns delivered through the AnyTag platform in the past year.

Influencer marketing is a collaborative effort between the brand and the influencer. By maintaining strong relationships, providing value to the influencer and their audience, and tracking results, brands can harness the power of influencer marketing to effectively reach and engage their target audience.

Is your brand ready?

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic

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This article was first published on June 27, 2023

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Creating content on TikTok or YouTube is considered an exciting profession by Vietnamese youth because of its many followers, comfortable time, and high income.

Ninh Cong Hoang, born in 2000 and just graduated from Foreign Trade University (Hanoi, Vietnam), is a digital content creator on various platforms, such as TikTok with 1.3 million followers, or a YouTube channel with 215,000 subscribers. Hoang said he initially liked drawing short stories but then switched to making videos on TikTok. After six months, he decided to stick with it because it was no longer boring like his previous jobs.

Meanwhile, Thanh Lam, born in 1999, applied for a finance company after graduation. However, the young girl is tired of getting up early every morning, rushing to cross the seven-kilometre road to keep time, and the office environment is restrictive and inflexible.

When a close friend opened a women’s fashion store, she offered to participate in content production for promotion because she knew how to edit and make short videos. Lam’s help helps a friend’s sales channel on Facebook and TikTok quickly become effective. She decided to leave the company, set up her channel, and pursue a career in creating content on social networks.

In mid-October, software company Adobe released its Monetise the Creative Economy report. Surveys conducted in many countries have shown a new trend of Generation Z, those born in 1997. This is the generation called citizens of the digital age because they were born and raised perfectly in the era of Internet development and exposed to new technology from a young age.

33 per cent of individuals surveyed, according to Adobe, worked part-time in content development. 47 per cent of respondents said the sector accounts for more than half of their monthly income, and 77 per cent said they started monetising material on an online platform in the last year.

Also Read: How Gen Zs’ view on work-life balance can transform your business

The development of social media material, web/game programming, photography, videography, photo/video editing, and other jobs provide significant income. According to Adobe, Gen Z favours the creative economy and encourages the pursuit of non-traditional careers. 49 per cent of 16 to 18-year-old content producers say they would prefer to launch a creative business than attend college.

Tran Thi Thu Phuong, Senior Recruitment Manager of 40HRS, an American recruitment company in Vietnam, said that in recent years, creating content on social networks has become a career trend and a potential playground for creative enthusiasts. Social networks such as Facebook, TikTok, YouTube, and Instagram are bringing more career options to young people.

The difficulty for digital content producers, despite their great salary, is to consistently come up with novel and interesting concepts to draw people. “Creativity is the secret to achievement. Another difficulty young people encounter is producing interesting content quickly enough to keep up with trends. The issue of budgeting is also challenging to resolve,” Phuong commented.

However, the newfound success also inspired many young people to produce offensive videos to boost interaction and view counts. Views, followers, and comments are significant criteria for evaluating a channel’s influence and profitability, according to an insider in the advertising industry. For instance, a Vietnamese TikTok account with over 500,000 followers can earn roughly six million dong for each video.

Young people’s money-making trends on social networks

Social networking platforms like Facebook or Youtube are always the most attractive communication channels with billions of users. It is easy to understand why businesses and advertisers always look to the characters with the most attractive channels to place their ads to reach more viewers. Ninja is such a character. This person has a famous Youtube channel and attracts more views than his favourite player Cristiano Ronaldo.

A new “monetisation era” has been ushered in by the expansion of social networks, enabling users to easily make additional money from their creative contributions. Users can benefit from the chance to generate money on the Internet from anywhere with only a few clicks.

Also Read: Social media oversharing: An invitation to cybercriminals

As a result, young people have been actively utilising the work of creating content and earning money on free platforms like YouTube, Facebook, TikTok, and many more international platforms in recent years.

Nguyen Hong Tu, a student at a pharmacy college in Ho Chi Minh City (born in 2003), makes between 25 and 30 million VND each month from his employment as a TikTok content creator.

Making engaging video content is currently one of the most well-known ways to earn money, and the YouTube Partner Programme is a pioneer in this area. If creators fit the requirements of the Partner Programme, which was established in 2007, they may display advertisements on the video. YouTube is responsible for 55 per cent of ad revenue, with creators keeping the other 45 per cent.

It may be argued that the development of content draws in a growing number of highly skilled workers from around the world and creates tens of billions of dollars in revenue annually. Millions of people are thought to labour in this industry in Vietnam, which annually earns a sizable sum of foreign cash for the nation.

According to data from 2022, there are 20,000 Vietnamese persons using social networking sites for financial gain, earning 1,500 billion VND in foreign currency. Currently, there are eight channels with diamond buttons (more than 10 million subscribers), and there are close to 500 gold-buttoned channels on YouTube from Vietnam.

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This article was first published on August 10, 2023

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Which camp are you in?

The Peanut Butter approach

Do you spread your marketing efforts and resources evenly throughout the year?  Is this influenced by different members of the team asking to be at multiple “key industry events”?  Or meeting requests across the various product or regional groups?  This is the inertia and the constant gravity of the business that pushes you to spread your efforts (and budget) over the course of the year.  That’s the Peanut Butter approach.

In a noisy, attention-deficit world, this can be the kiss of death for your marketing. It spreads your investment and activity so thinly that you never move the needle regarding cut-through, awareness or customer engagement.  It also has major implications for team dynamics, behaviour, as well as the quality of your Go-To-Market (GTM) efforts.

The Lightning Strike approach

What’s the alternative?  The Lightning Strike strategy means that you have a concentrated burst of activity over a defined period of time, usually for two to three weeks in duration, with likely two of these peaks per year.

This cuts through the noise of the market and truly moves the needle for your awareness, and drives clear, measurable impact on pipeline and business impact.  It makes media and analysts sit up and notice you.  It shows your channel partners that you are on the move and shaking up the market.  It rattles your competition.

This doesn’t mean you don’t have any other marketing activities throughout the year; this is your “Rolling Thunder”, where certain company news, announcements, and campaigns are executed to feed the business with leads and awareness.

How to commit to a Lightning Strike GTM strategy

You can, however, mindfully break the Peanut Butter cycle and commit to a Lightning Strike GTM Strategy.  This is more than a change in tactics.  It has deep implications for team behaviour and leadership:

• The Strike drives alignment and shared purpose across the entire company. While marketing plays a large and central role, the Strike is intended to give everyone a role to play. It is not just a marketing thing.  The Sales team must make customers show up.  Channels and Alliances need to deliver partner support.  The CEO must be personally involved with the Strike and communications and execution around it.  This drives alignment and shared purpose, but it also means a multiplier effect of the Strike.  It means that the team, and the Strike, are viral.  It means that every scrap of resources and energy across the company is being fully harnessed.
• The CEO and top management love the Strike concept once they understand it. It creates a platform and initiative for the CEO and management team to get their arms around the entire organisation.  It enables top management to prioritise and challenge the team to deliver on key components of the Strike across key products being ready; enhanced channels and alliances; key account and customer targeting; media coverage; or analyst commentary/rankings.

Also Read: How Category Design drives productivity and efficiency

To fully execute your Lightning Strike, you will need to consider these critical elements and drivers:

Your “Strike” has at its heart a compelling Point of View (POV).  This problem-led story and narrative draw your audience in by describing a problem that is relevant to them.  It’s in a conversational tone but is compelling and motivational.  It then leads to the solution that is required.  And then, and only then, can you mention your product and differentiation.

Having a clear, compelling POV is critical to your Strike.  It weaves throughout your announcements, presentations, media pitches, and analyst presentations. There’s an art and science to creating a truly great POV, and you must have this asset in place for an effective, kick-butt Lightning Strike.

What is your Category strategy? Given that we are always in a Category, are you following the existing description (not recommended)?   Or are you redefining the Category?  Or create an entirely new Category?   This can and should be a critical element of your POV.

You need a big idea also to help drive your content and creative elements in the strike. What creative twist and set of taglines can you create?  What guerilla marketing event can you stage?  Is there a creative, high-impact direct mailer/item that can be delivered to your key customers or alliance partners?

Is there new data and research that can be created?  This can factor into your promotions, presentations, and media pitches.  It gives your customers and partners data that they, in turn, can use.  Media love fresh data and will publish it in their story.

Is there a third-party event during the Strike that you can leverage?   The Lightning Strike rule for this is that if you are going to be at an event, then dominate it.  Don’t just do the standard dog and pony show with a booth and speaker slot.  Do something creative that dominates the event.

How will you leverage channels and alliances?  What can they also announce during the Strike? Can you distribute joint press releases?  How can budgets be combined?

How can you have analysts (either technology or industry) release an update about your organisation and set of product announcements?  To align this timing, you will need to pre-brief them four to five weeks in advance under NDA.

What creative media pitches will you create? How will you bundle all your announcements and new research/data for a high-impact pitch?

There are other tactical components to include, but the above illustrates how you must bundle together an intense set of content and assets to drive a truly great Strike.  Companies that adopt this strategy usually run two Strikes per year.

This five to six-month period means that you have some updates and tweaks to your POV, new announcements to bundle together, new channels and alliances, new customers and logos to show, and other factors that have changed over this timeframe.

Also Read: How G-P aims to redefine the EOR market through its global growth technology

As further context, the Lightning Strike is the GTM step in the broader design-thinking around Category Design.

Politeness is the poison of collaboration

Considering the Lightning Strike strategy and execution, it becomes clear it is also about commitment and courage.

It’s the courage to have shared responsibility to deliver across the team, from the CEO to sales, to product, to channels, to marketing.  It breaks the cycle and mentality that go-to-market is always marketing’s responsibility.

Some team members may not like the visibility and commitment that the Strike brings.  Members of your Sales, Marketing, Product, or Channels teams may want to return to Peanut Butter.

The question then becomes:

In this noisy, chaotic environment, do you want a homogenised, washed-out same old, same-old approach? Or a Lightning Strike that will cut through the noise, scare your competition, and deliver measurable results?

Do you want to position or be positioned by the competition aggressively?

Boom!  Execute your Lightning Strike and out-position the competition!

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic

Join our e27 Telegram group, FB community, or like the e27 Facebook page

This article was first published on June 26, 2023

The post Peanut butter vs lightning strike: What’s your GTM strategy? appeared first on e27.