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Turning Shoppertainment Insights into Action with TikTok’s PACE Framework

In the previous article, we explored the new Age of Shoppertainment and how consumer shopping behaviour is rapidly evolving in the Asia Pacific region. Brands can no longer just rely on discounts and promotions to drive sales – they need to create engaging, entertaining content that educates consumers and helps them make more intuitive purchase […]

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Knitwear & “Gifting”: User Insights and Strategies for Fashion Brands in Winter

As winter arrives, demand for warm fashion on social media surges and gives rise to distinct seasonal consumer behaviors. Buzzmetrics research shows that knitwear is not only an essential wardrobe item but has also evolved into an emotionally meaningful product—often chosen to express care for loved ones during the year-end period. This article analyzes social

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Aastha Sharma - DGM & Head Of Marketing

Winning Ramadan Is No Longer About More Media. It Is About Smarter Context

Ramadan is Indonesia’s most powerful commercial season and increasingly its most complex. Every year, millions of consumers flood digital platforms searching for recipes, gifting ideas, fashion inspiration, and last-mile deals. YouTube alone reaches 75% of Indonesian adults during Ramadan, driving over 153 billion views. Attention is at its peak. So is the intent.  According to

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Advertising Is Evolving: The New Full-Funnel Growth Model

A Vietnam & Southeast Asia Marketing Trends Perspective  Vietnam’s digital economy is expanding at one of the fastest rates in Southeast Asia. According to eMarketer and local industry trackers, the top five e-commerce platforms in Vietnam — Shopee, TikTok Shop, Lazada, Tiki, Sendo — generated US $12.6 billion GMV in 2024, a ~37% YoY increase from 2023. Projections indicate that GMV will reach US $15.4 billion by 2025,

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The Missing Brand Metric: Why Brands Can’t Afford to Ignore User-generated Content

For decades, brand tracking has been ruled by methodical, structured surveys. But what if we told you that some of the most powerful brand signals don’t come from trackers, but from consumers?  We’re talking about user-generated content (UGC): memes, rants, reviews, TikTok videos (and more) that shape how people experience your brand in real life. If you’re not treating this social signal as a core brand

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Retail Media Is Evolving — and Your Customers Can Be Your Next Top Content Creators

Retail media is changing faster than ever. As retailers build their own ad networks and invest heavily in first-party data, one opportunity remains vastly underutilized — turning your loyalty members into a scalable army of content creators.  Your customers already create content every day: reviews, unboxings, product hauls, TikTok tutorials. The only missing link is a

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Looking Ahead 2026: Omnichannel, Retail, Performance Marketing & Beyond

Indonesia’s digital economy is expected to continue growing through 2026 in certain key areas. Know which areas to spot to capitalise on early gains. Commerce is spreading across marketplaces, social video, retailer-owned media, and good old offline retail, and consumers expect all of it to “know” them already. With e-commerce projected to cross US$100B by

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From Post to Purchase: Indonesia Sets the Pace in Influencer-Led Sales

Last year, we highlighted how the consumer journey in SEA had evolved beyond the linear Awareness, Interest, Desire, Action (AIDA) model. In 2025, consumer behaviour in Indonesia has shifted even further, driven by influencer trust and affiliate commerce at the heart of everyday shopping.  The country’s mobile-first economy has moved past the experimental phase of

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MMA Reveals the APAC Advertisers, Brands, Holding Companies, Agencies, and Solution Providers Driving the Most Impact in Modern Marketing on the SMARTIES™ Business Impact Index 2024

The SMARTIES Business Impact Index (BII) is the world’s first and only global modern marketing index that identifies, ranks, and celebrates the agencies, brands, advertisers, and solution providers making the biggest business impact. Built on a proprietary methodology co-developed with WARC, the global authority on marketing effectiveness, the BII evaluates thousands of submissions each year

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SMARTIES™ Business Impact Index 2024 – Thailand

The SMARTIES™ Business Impact Index (BII) serves as the industry’s most definitive benchmark of marketing impact, ranking the brands, agencies, advertisers, and solution providers that drive true business growth through modern marketing. Now in its latest edition, the 2024 SMARTIES™ BII continues to spotlight those who are not just participating in marketing transformation but leading

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