Cassandra Ong

Last year we spent $2M+ on digital ads in SEA. Here’s what 6 & 7 figure brands can test in H2 to hit their growth targets. Everyone has big growth targets. But most brands will only test 1 or 2 new tactics in H2. And you won't see big growth (50%+) if you’re only testing 1 or 2 tactics. But you could see that level of growth if you test more things. Because each thing only needs to contribute 5-10%. So here’s 10 things you can try in H2: 1. Advantage+ ⤷a lot of brands still haven’t leaned into this fully, especially creative ⤷Using all creative recommendations can see ~10% reduction in CPA 2. Conversions API ⤷A pain to set-up, so still ignored by a lot of brands ⤷Can improve performance by 10 - 20% 3. Algorithmic Buying ⤷Works well if you have high time of day/week fluctuations ⤷can improve performance by 10 - 30% 4. Emotional ads  ⤷Helps you get remembered in buying situations ⤷So customers go direct to you before you need to compete on Search 5. New Marketplaces ⤷Physical availability is half the equation of brand growth ⤷We’ve seen big returns just by shifting some of the budget to Lazada/Shopee ⤷And no, you won’t cannibalise your brand.com store 6. New Channels ⤷We’re seeing some great results from 9:16 (shorts) sizes on YouTube ⤷Currently our cheapest acquisition channel for some brands ⤷There’s always a new channel to test 7. Publisher Whitelisting ⤷Publications usually get way cheaper CPMs ⤷Can usually save up to 30% on impressions 8. MMM ⤷Finally understand how all channels contribute to revenue ⤷Including offline channels like billboards and radio ⤷Improves budget allocation 9. Customer Questionnaires ⤷Can help massively with attribution for non-click channels (if MMM is too pricey) ⤷Helps you understand contribution from Audio/Video/Word of Mouth None of these alone will grow your business by 50%. But if half of them work, and grow your business by 10%, you can get there. What are you testing in H2? What are you doubling down on from H1? #digitaladvertising #paidads

11

1 Comment

Smart, especially as it's so expensive to run FnB businesses here in Singapore: "The great Singapore cookout: More F&B businesses expanding overseas". "PLANS are afoot to help more Singapore food and beverage (F&B) businesses expand overseas. Food exports have grown at a rate of more than 11 per cent each year since 2020, and they can be found in more than 120 markets worldwide, said Minister of State for Trade and Industry Low Yen Ling, citing figures from Singapore Economic Development Board’s Manufacturing Survey in 2023. Due to Singapore’s unique food culture and extensive free trade agreement (FTA) network, F&B companies are able to leapfrog into international markets." Makes sense, what do you think? If you are an entrepreneur and would like to find clients overseas our Ultimate LinkedIn Marketing and Personal Branding Service can do this for you, details here : https://lnkd.in/dqWRi6EZ https://lnkd.in/g8hfXmcH

8

11 Comments

🇸🇬 Singapore marketing leaders turned out in force today! 💡 What links AI, social media and media? ✅ Creativity! This morning’s Digital Marketing Masterclass had a strong focus on how to create and engage customers through great content. VPs, Directors, Heads of, Global Leads and others from major brands joined us with the main takeaways being: OLIVER Agency - Asset ideation & creation is 10x faster with AI while doubling media performance. Oh and engage with your legal and procurement teams now to make sure you can integrate AI. Emplifi - 34% of consumers are now searching directly on social media, especially younger audiences who use platforms like TikTok or Instagram to discover brands and products Mobkoi - Create content you can directly engage with! Interaction is key and if you do this in the mobile ad space you can increase time spent (avg. 14s) and conversion rates (+29%) Thanks to our speakers - Rich Moeller, Lakshmi Sasidharan and Baptiste Graffin, Patricia Fernandez Freijo and their colleagues for helping host the roundtables - Sybil C. and Flora Cao. And big thanks to our incredible keynote Sebastian A. from L'Oréal who shared his e-commerce experience and insights. Appreciate all the brands for contributing including L'Oréal, Reckitt, DBS Bank, Kimberly-Clark, Marriott Hotels, Standard Chartered, Warner Bros. Discovery, Zespri International, ComfortDelGro, Club 21 Singapore (part of the Como Group), Unilever, Decathlon , Citi, abrdn Investments, Dyson, Swatch Group, AstraZeneca, Four Seasons Hotels and Resorts, bp, DFI Retail Group, Singapore Medical Group, Sanofi, SeaMoney #masterclassing #digitalmarketing #networking #marketingleaders #solutionproviders

31

3 Comments

Are these two increasingly unpopular Singapore dating firms (according to reviews), in a declining market, merging to save costs and to try and make a profit in a world where people no longer using dating apps to find a partner? "Dating agencies Lunch Actually and Paktor merge to expand pool of potential matches". Given that apps are being used less and less by younger generations to find partners and these generations are have less desire to find a partner it make sense for these two firms to merge to try and save their businesses as they both must be having significant financial challenges at the moment. Both have raised tens of millions but as far as I can see in my research neither allegedly make any significant profits, if any. None of the founders at either firm ever make the claim that they have ever done so and their focus has always been on revenue and not profit. Well anyone can generate revenue using other people’s money but it’s far harder to make an actual profit. Both founders come from wealthy family backgrounds so maybe making profit is not a focus? Lunch Actually also has some of the worst reviews of an app that I have ever seen, check out their terrible reviews on Google and here, many people call them a "fraud", there words not mine and these are 2024 reviews too: https://lnkd.in/gP_dkAbQ So I can't see that with these kinds of reviews that savvy Singaporeans will still use them? Paktor and GaiGai don't have as many bad reviews but they have enough 1 star reviews to worry any investors. Paktor has apparently raised a staggering $60m according to various media sources and is now only worth $6m according to various media analysis, see below: https://lnkd.in/ghD6XbiB Yes you read that right, they have spent at least $60m but are only worth a tenth of that. "The merger between Lunch Actually and Paktor Group comes amid the declining popularity of online dating apps globally, as younger audiences look for other ways to meet new people. Shares of Match Group – which owns dating apps Tinder and Hinge – as well as online dating company Bumble have tumbled in recent years. Both companies have lost more than US$40 billion in market value since 2021." What do you think of this merger? Will it succeed? If you’re an entrepreneur and need support on your entrepreneurial journey to enable you to grow your business, our Ultimate and Ultimate LITE LinkedIn Marketing and Personal Branding service can help you, our premium and highly recommended service details are here on this LinkedIn SmartLink: https://lnkd.in/dqWRi6EZ Link to the story here: https://lnkd.in/g9KMjCk3

18

26 Comments

The study by Hubspot reveals the increasing importance of social media as a retail channel for Singaporean consumers, with a shift towards direct purchases from brands on platforms like Instagram. Marketers are urged to focus on social commerce strategies, building active online communities, and creating authentic content to drive engagement and boost ROI. Short-form videos and user-generated content are key formats for success, with collaborations with creators seen as a way to enhance credibility and trust. Brands must adapt to meet consumer expectations and leverage social media for brand discovery and research. #singapore #authenticity #retail #SocialMedia #socialcommerce

3

1 Comment

🚨 The First Episode of Trillion Dollar Ads Podcast is Here! 🚨 🎧 Why Southeast Asia’s Retail Media Boom is Just Getting Started! In this debut episode, I dive deep with JJ Eastwood into the explosive potential of retail media in Southeast Asia and how it’s set to reshape the industry by blending the best practices from both the West and the East. 💡 What we’ll cover: 👉 With 99% of advertisers exploring retail media, where is the budget coming from — media or shopper marketing? 👉 Retail media is far more than just placing sponsored banners. It’s about leveraging tech, data, consumer insights, and smart ad units to deliver strong performance for brands. 👉 Learn how Carousell Media Group set up their retail media business with the right product and data strategy Tune in to unlock the true potential of retail media in APAC . Amit Ray thanks for all your efforts ... https://lnkd.in/gB-7Pmx8 https://lnkd.in/giXidycs #TrillionDollarAds #RetailMedia #Podcast #SoutheastAsia #DigitalAdvertising #data #marketing

25

4 Comments

The creator economy and video commerce in Southeast Asia is entering a new era as brands connect with consumers in new ways, according to the latest e-Conomy SEA Report! Gaming influencers have paved the way, inspiring creators across fashion, beauty, and food to leverage the power of live streaming. This direct engagement fosters deeper brand-consumer relationships and drives sales through real-time interaction. Video commerce has emerged as a major force too, growing 4x from 2022 and now accounting for 20% of e-commerce Gross Merchandise Value. Live shopping and creator-led content offer immersive and interactive shopping experiences, revolutionizing online retail. To capitalize on this trend, YouTube has earlier launched its first-ever shopping feature in Indonesia, Thailand, and Vietnam together with Shopee. YouTube Shopping enables viewers to purchase directly from videos, shorts, and livestreams. This innovation is set to expand across the region, offering a new era of engaging and interactive shopping experiences. As we move forward, the intersection of AI and creativity promises to further redefine the future of e-commerce in Southeast Asia. I'm excited to see how brands in the region will leverage these trends to connect with consumers in innovative ways. Read on here for the report’s key takeaways: https://lnkd.in/gXzU3sQ6 Download the full report here: goo.gle/sea #eConomySEA #ProfitabilityOnTheRise #AdvanceSEAwithAI Sapna ChadhaBen KingVeronica Sari UtamiJackie WangMarc WooFarhan QureshiMervin Wenke, MMCMike JittivanichSaranee BoonritthongchaiRachita Malhotra Abhinav Rastogi

89

4 Comments

We recently partnered with Grab, Southeast Asia's leading superapp, to put Shorts to the test. And let me tell you, the results were eye-opening! 👀 Grab, known for their high standards and data-driven approach, challenged us to prove that YouTube Shorts could outperform their existing video benchmarks. Game on! 💪 We worked closely with Grab's marketing team, including the brilliant Sulin Lau, to craft a campaign that resonated with their audiences during Chinese New Year in Singapore and Malaysia. The outcome? YouTube Shorts delivered across the board. More unique reach. Cost-effective views. Higher completion rates. Brand lift. But this story is about more than just numbers. It's about collaboration, innovation, and the power of pushing boundaries. 🙌 Huge shoutout to Trina Low, Ann Hsieh, Ken Attard , Hanni Koh Shiao Han Claire Huang, Vincent Jayalie, Srikanth Aryasomayajula and the team who poured their hearts and souls into this project. And of course, a massive thank you to Grab for their trust and partnership. Check out the video to see the full story (and the results!) unfold! #YouTubeShorts #Grab #Marketing #Innovation #Collaboration #CaseStudy #Storytelling"

297

11 Comments

Here's what you get for introducing your brand to the Singapore market: Singapore is a hotspot for both locals and tourists who love to shop and experience new things. Here are some fun facts about why Singapore is such a lucrative market: 1. High Spending Power: Singaporeans love to spend! The median monthly household income is a whopping SGD 9,425 (about USD 7,000). 2. Tech-Savvy Shoppers: With an internet penetration rate of 88%, almost everyone is online, making digital marketing super effective. 3. Tourist Magnet: In 2019, Singapore welcomed over 19 million international visitors. Tourists love shopping here, so your pop-up can attract both locals and travelers. 4. Retail sales in Singapore have been on the rise. In March 2022, there was a year-on-year increase of 3.5%, showing strong consumer confidence and a thriving retail environment. These stats are only the tip of it, come see for yourself! I have personally overseen brand pop-ups that exceeded their targets by miles. Contact me to discuss this further. ---- #brandactivation #popupstores #singaporemarket #marketingstrategies #experientialmarketing #fnbmarketing #luxurybrands #techbrands #eventmanagement #prcampaigns #digitalmarketing #marketingagency #singaporeevents #influencermarketing #retailmarketing #singapore #businessgrowth #brandengagement #customerexperience #marketinginnovation

7

1 Comment

We just launched our coolest feature - Gift of Choice and took another step in our journey to simplify sending gifts. We listen to our clients and build for them. With this latest addition to our platform, you can now directly let recipients choose the gifts they want. Here’s how GOC will make corporate gifting more personalised and less stressful. 🎁 Recipients can choose their gifts. ❌ No minimum order quantity. ✨ You can run multiple gifting campaigns simultaneously. 📽 Senders can send video messages to recipients. 🙂 Instant feedback when a gift is claimed. 💲 You only pay for the gifts that are claimed. 📍 Automated address collection. Want to know more? DM me to get in touch and we’ll schedule a demo call for you where we help you get a feel of how the feature works on our platform. #Feature #Technology #Launch #Gifting #GiftofChoice #CorporateGifting #EmployeeGifting 

69

5 Comments

Cecily Ng and I go back many years, so when I got the chance to host a special episode of HubSpot's Asia Growth Forecast and chat with Cecily, I knew this was going to be a fun and insightful conversation! In this episode, Cecily gives the low-down on the ins and outs of usage-based pricing models and what it means for sales leaders! Tune in to hear about: ✅ Cecily’s personal journey of transitioning from leading SaaS at Salesforce to usage-based sales at Databricks ✅ The pros and cons of a usage based pricing model ✅ The end-to-end sales motion in usage based businesses and what skillsets sales professionals and leaders need to thrive in these environments You can check out the full episode on: Apple Podcast: https://shorturl.at/bXYmr  Spotify: https://shorturl.at/kFa6z Let me know what you think of the podcast in the comments below!

232

11 Comments

I’ve managed paid Meta and Google ad campaigns for a wide spectrum of DTC E-commerce brands that are clients of Omni Digital Pte Ltd, ranging from 6 figures to 9 figures in revenue. Some have reached 8 figures revenue in just 2+ years. I’ve noticed a few key differences between the 6 figure and fast-growing 8-9 figure entrepreneurs. 1️⃣ Mindset. It’s really about the mindset. There’s a huge difference in terms of how aggressively they run their campaigns. I’ve had some very successful and profitable campaigns, but the 6 figure entrepreneur decided to “keep it safe” and “protect margins” when they should have been scaling up. Perhaps it’s the fear of failure. But this mindset is holding back their business. 2️⃣ Nuance in thinking vs binary “black or white” thinking. My meetings with the 9 figure entrepreneurs are like an intense mental gym session where I’ll get peppered with all sorts of questions. About scenarios I’ve never thought of, making me think deeper and coming up with more rigorous, scalable solutions. 3️⃣ Knowing your numbers well. Another part of the mental gym is how in-depth we go into the numbers. Relying on ads dashboard numbers are not good enough due to attribution issues or not painting a complete picture. Tying back ad dashboard numbers to actual sales numbers gives new insights and we’ve cut campaigns that looked good on the ads dashboard (Meta & Google tend to over-report) but wasn’t contributing to actual sales. Working with 8-9 figure entrepreneurs have been a real eye-opening experience and I’ve learned so much from them. If you’re DTC E-commerce brand is stuck in the 6-7 figure range and you’re looking for breakthrough in your paid advertising, drop me a message!

55

10 Comments

The FnB business in Singapore appears to be suffering serious setbacks: "Deliveroo shuts cloud kitchens in Singapore amid high operating costs. Restaurants are also pausing their expansion plans due to economic pressures, says a Deliveroo spokesperson". This is a major blow to choice of food delivery brands and chocie of FnB outlets if some are closing/pausing expansion. Manpower costs and high operating costs are key factors along with more savvy and cost concious consumers. What do you think? Why is the FNB industry suffering in some sectors? If you’re an entrepreneur and need support on your entrepreneurial journey to enable you to grow your business, our Ultimate and Ultimate LITE LinkedIn Marketing and Personal Branding service can help you, details are here on this LinkedIn SmartLink: https://lnkd.in/dqWRi6EZ Link to story here: https://lnkd.in/gZUSqicH

15

11 Comments

Thanks MARKETECH APAC for featuring our newly launched Beyond Borders report! As mobile gaming studios look to scale, targeted diversification is more important than ever. It’s encouraging to see Singapore-based companies increasingly invest marketing dollars in regions like Latin America (LATAM), the Middle East and North Africa (MENA), and Sub-Saharan Africa, but there’s still a wealth of untapped potential in less saturated markets.   By expanding your focus beyond traditional markets like the U.S., U.K., Germany, and Japan, you can uncover high-value user segments that drive sustained, long-term growth.   At Moloco, we empower marketers with data-driven insights to optimize their spend and discover new opportunities globally. Let’s continue the conversation on how a more diversified approach can unlock growth and scale your efforts.   The full report can be found here: https://bit.ly/416RRjx.    #MobileGaming #GrowthMarketing #MolocoAds   

25

Less than 48 hours left until the ticket prices for Ahrefs Evolve Singapore go up! [$570 --> $650] You might think that our tickets are a tad pricier than your “typical SEO conference”… But here are 3 reasons why you’re absolutely getting your money’s worth: 🏨 1/ The venue is a stunning 5-star hotel. And I guarantee you’ll LOVE it. Someone even said on LinkedIn it had “cyberpunk vibes”. (Check out some videos on the conference page.) 🍲 2/ We serve free (& tasty) lunch and two tea breaks with snacks every day. 🥂 3/ We’ll also provide free drinks and light bites at the networking afterparty. In other words: Not only will our speakers and their presentations be world-class, so will the food, the drinks, the networking opportunities, and the overall experience at this beautiful venue. (Not to mention you’ll also be in one of the most beautiful cities in the world. 🇸🇬) And there's still time to grab a ticket with an Early Bird discount. 😉

19

3 Comments

"Specifically in Singapore, where X is not actively used; we see LinkedIn taking over the role of X as the platform where opinions matter." Althea, Group CEO at Gushcloud International Not surprised by this article on MARKETING-INTERACTIVE. LinkedIn thrives in Singapore, offering a unique space for professionals (including political leaders) to connect with peers, industry leaders, and potential collaborators. It's your digital business card, and crafting a professional yet authentic profile here is crucial for establishing your presence. In the recent months alone, I've seen LinkedIn's impact firsthand: ✨ At a TiE Women event, hosted by TiE Singapore, Anna Vanessa Haotanto 陳安娜 from Zora Health shared how valuable business opportunities stemmed from LinkedIn connections. ✨ During a focus group discussion, Singapore-based women entrepreneurs instantly mentioned LinkedIn, when we asked what tool is crucial to help build their personal brand. ✨ At industry events, I now rely solely on my LinkedIn profile for connections. The LinkedIn QR code allows attendees to connect directly with me, easily access my work, recommendations, and experience. This fosters a more personal connection and has facilitated numerous meetings. Remember we're all "salespeople" here - whether it's landing a dream job, attracting clients, or building a strong personal brand, a well-crafted profile is an undisputed, “not so secret” weapon. Agree?

9

Smarketing and Goto Market Simplified Smarketing means getting sales and marketing to work together; lots of businesses struggle because these teams aren't aligned. At PMG360, we make sure our sales and marketing teams collaborate, because they are both a part of the Go To Market (GTM) team. They should not compete or blame each other and need to take ownership of their role in the GTM strategy to ensure we are all working toward our customers' success. How do you manage your sales and marketing teams? ________________ I am Kurt Martin, the CEO at PMG360. We help companies generate more leads, configure their CRM and a lot more. If you need help with your marketing efforts, let's talk: https://hubs.ly/Q02zmy8X0 If you need more time to explore PMG360 offers, check this out: https://hubs.ly/Q02zmrSG0

17

1 Comment

I really think Grab For Business is crushing it in Thailand. Southeast Asia’s leading super app, is known for its consumer offerings, but its B2B services are crushing it (and I've had an incredible experience working together) thanks to a strategic content marketing approach. Instead of relying solely on direct sales, Grab has positioned itself as a thought leader by creating valuable content for business partners across sectors like logistics, finance, and food delivery. Here’s how they’ve done it. 🔽 Their business blog and whitepapers that I actually read highlight region-specific case studies on how businesses can leverage their platform, adding value to B2B clients. They provide webinars and insights into the future of mobility, logistics, and financial services, helping businesses stay ahead of trends. By showcasing real-life business success stories across Southeast Asia, Grab demonstrates the effectiveness of their B2B solutions. The onboarding to Grab was top notch as well; unlike some of the issues that consistently arise through other business/location services This content-centric strategy has helped Grab establish itself as a trusted partner for businesses, leading to long-term partnerships with SMEs and large enterprises alike. Here are the things I'm going to implement by studying them. 📝 Thought Leadership Matters in any industry in any country: Creating region-specific content that addresses your client’s challenges builds credibility and trust. 📊 Education Drives Engagement: Providing insights through webinars and whitepapers positions your brand as a forward-thinking industry leader. So I'm thinking...perhaps our first Podcast Workshop Webinar? 🚀 Success Stories Build Social Proof: Showcasing customer results through case studies or success stories convinces potential clients of your value. You tend to forget how frequently the review and testimonial that's placed online is critical touchpoint in the buying journey, particularly in B2B in comparison to absolutely necessary for B2C. For B2B businesses in Asia, content marketing isn’t just an add-on—it’s a long-term strategy that drives growth by creating trust, building authority, and nurturing relationships. Something I've been stressing to creators entering the market via Just for Creators #b2bmarketing #contentstrategy #asiabusiness #entrepreneurship #thoughtleadership

12

1 Comment

After 2 decades of organizing luxury brand pop-ups in Singapore, I can tell you exactly what you should never Ignore/Forget when setting up your next event: 1. Set Clear Goals - Why this event? Launching something new? Boosting brand awareness? - What’s the aim?Hit those sales targets, grab media attention, impress VIPs. 2. Pick the Perfect Spot - Prime Location:Go for a venue that screams luxury. - Easy Access: Make sure it’s easy for your VIP guests to get there with no hassle. 3. Create a VIP Experience - Personal Touch: Make it all about them with personalized touches. - Brand Story: Show off your brand’s heritage in cool, innovative ways. - VIP Perks: Exclusive previews, private sessions, personalized interactions. 4. Luxe Aesthetics - Stylish Decor: Everything should look and feel premium. - Attention to Detail: The finer details matter – go all out on quality. 5. Flawless Execution - Plan It Out: Detailed plans from setup to teardown. - Top-Notch Staff: Have a team that knows how to handle VIPs. 6. Invite the Right People - Target Guests: High-profile attendees, influencers, and media. - Personal Invites: Send out personalized invites that reflect exclusivity. 7. Engage with Innovation - Interactive Fun: Use tech and interactive displays to wow them. - Sneak Peeks: Give them exclusive looks at what’s coming next. 8. Killer Marketing and PR - Buzz Builder: Start the hype early with teasers and sneak peeks. - Media Love: Ensure top luxury media are talking about it. 9. Follow-Up Game - Thank Yous: Send personalized thank you notes. - Feedback: Get feedback to make the next event even better. 10. Get the Basics Right - Permits & Licenses: Don’t forget the legal stuff. - Security: Ensure top-notch security for guests and products. Got any more tips to add? Share your thoughts below! --- #luxuryevents #popupstore #eventplanning #brandactivation #luxurybrands #exclusiveexperiences #eventchecklist #highendretail #customerexperience #brandheritage

3