In recent years, Southeast Asia has become a hotbed for marketing innovation and creativity. The region’s marketers are not just keeping pace with global trends—they are leading a renaissance in upskilling that is reshaping the industry. This transformation is driven by factors such as rapid digitisation and unique cultural nuances that demand a localised approach.

Embracing digital transformation

The digital revolution is sweeping across Southeast Asia at an unprecedented rate. With over 400 million internet users, the region is witnessing explosive growth in e-commerce, social media engagement, and mobile internet usage. This digital surge is creating a fertile ground for marketers to hone their skills in digital advertising, content creation, and data analytics.

In 2023, a key trend was the significant investment in digital infrastructure. Governments and private sectors alike are pouring resources into improving connectivity and digital literacy. For marketers, this means a wealth of opportunities to experiment with new digital tools and platforms, driving the need for continuous learning and adaptation.

Emerging technologies like AI are acting as co-pilots, enabling marketers to execute tasks with unprecedented speed and efficiency. AI tools are massive time-savers, allowing marketers to focus on more meaningful work and making a greater business impact.

The past 18 months have been particularly challenging for marketers. The tech winter led to a wave of redundancies, and consumer spending declines affected B2C marketing efforts. Despite these setbacks, marketers have demonstrated remarkable resilience. The tech downturn forced them to concentrate on business growth and impact, becoming more adept at leveraging the tools and technologies at their disposal.

Today, marketers in Southeast Asia are better equipped than ever to face future challenges. As digital natives, they are proficient with a range of tech tools, setting themselves up for sustained success in a dynamic digital landscape.

Localised marketing strategies

Southeast Asia is a tapestry of diverse cultures, languages, and consumer behaviours. Marketers in the region are increasingly recognising the importance of hyper-localisation in their campaigns. The one-size-fits-all approach is giving way to tailored strategies that resonate deeply with local audiences while also incorporating lessons from other regions.

This trend goes beyond merely translating content into different languages; it’s about understanding the cultural nuances that influence consumer behaviour. For instance, marketers in Thailand might leverage the country’s rich tradition of storytelling, while those in Indonesia might focus on the communal aspects of marketing, reflecting the local emphasis on community and togetherness. This cultural intelligence drives marketers to develop a more profound understanding of their target markets, necessitating advanced skills in cultural research and ethnography.

Also Read: ESG frameworks and standards: Cutting through the complexity for private markets

Additionally, blending local insights with regional knowledge is crucial. Marketers benefit from cross-border networking within the community, learning from the strategies and successes of their peers in other Southeast Asian countries. This approach allows for the sharing of best practices and innovative ideas, further enriching localised campaigns and driving greater impact across the region.

Leveraging social commerce

Social commerce is booming in Southeast Asia, with platforms like Facebook, Instagram, and TikTok playing pivotal roles in shaping purchasing decisions. The integration of e-commerce functionalities within these social platforms has revolutionised the way consumers shop, seamlessly blending entertainment with convenience.

The surge of new channels and technologies has placed marketers at the forefront of this social commerce revolution. They are best positioned to scale these channels and leverage their full potential. Marketers are upskilling to harness this power, mastering the art of creating engaging content that drives conversions. This involves a deep understanding of social media algorithms, influencer marketing, and user-generated content. The ability to craft compelling narratives that resonate on social platforms is becoming a critical skill, pushing marketers to continuously refine their content creation and engagement strategies.

Rise of martech and adtech

The marketing technology (martech) and advertising technology (adtech) landscapes are rapidly evolving, providing marketers with sophisticated tools to optimise their campaigns. From AI-driven analytics to programmatic advertising, these technologies are enabling more efficient and effective marketing efforts.

In Southeast Asia, the adoption of martech and adtech is accelerating, driven by the need for precision targeting and personalised customer experiences. Marketers are investing in learning how to use these tools to gather insights, automate processes, and measure the ROI of their campaigns. The ability to navigate and leverage these technologies is becoming a cornerstone of modern marketing prowess in the region.

Commitment to continuous learning

A defining characteristic of the current marketing renaissance in Southeast Asia is the unwavering commitment to continuous learning. Marketers are increasingly aware that the rapid pace of change in the industry requires a proactive approach to skill development. This recognition has led to a surge in enrollment in online courses, workshops, and certification programs.

Also Read: These 5 marketing analytics platforms are taking the field into the future

However, it’s not just technical skills that are in focus. The importance of soft skills, networking, and mentorship is becoming more pronounced. Marketers, driven by inherent curiosity, understand that fluid roles and dynamic market conditions necessitate constant learning and seeking advice to grow and not be left behind. Building strong networks and finding mentors is crucial for personal and professional development, as they provide insights and guidance that help navigate the complexities of the marketing landscape.

Organisations are also playing a crucial role in fostering a culture of learning. Many companies are investing in training programs and encouraging their marketing teams to stay abreast of the latest trends and technologies. This emphasis on upskilling is not just about staying competitive but about driving innovation and excellence in marketing practices. By valuing both technical prowess and interpersonal growth, marketers in Southeast Asia are well-equipped to lead the industry into the future.

Looking forward

The marketing landscape in Southeast Asia is undergoing a profound transformation. The confluence of digital innovation, cultural diversity, social commerce, advanced marketing technologies, and a commitment to continuous learning is driving a renaissance in upskilling among marketers in the region. This evolution is not just about keeping pace with global trends but about leading the charge with innovative, localised strategies that resonate deeply with consumers.

NewCampus is leading this revolution, building and supporting the marketing community through a range of initiatives:

• Exclusive events: Regular sessions hosted by industry experts cover a wide range of topics, from best-in-class marketing strategies to the latest technological advancements.
• Networking opportunities: Access to both virtual and in-person events designed to facilitate meaningful connections and collaborations among members.
• Professional development: Courses and training programs aimed at enhancing skills and knowledge, with certifications available to bolster professional credentials.
• Interactive forums: A space for members to discuss challenges, share experiences, and seek advice from peers and industry leaders.

As Southeast Asia continues to grow as a major economic and digital hub, the demand for skilled marketers will only increase. Those who embrace this era of upskilling and adapt to the dynamic landscape will be well-positioned to drive the future of marketing in the region.

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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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Pro Connect, one of the three Pro Membership plans offered by e27, is now more accessible than ever with a 50 per cent price decrease, making it easier and more affordable for entrepreneurs to access the essential tools, insights, and connections they need to grow.

Pro Connect has enabled startups to secure multi-million dollar funding through connections with investors they met on Pro Connect. We are thrilled to see these success stories and are committed to continuing to create opportunities for entrepreneurs to thrive.

Also Read: iStore iSend bags ‘7-figure USD’ to expand its logistics and supply chain biz to Thailand, Vietnam

By subscribing to Pro Connect, you not only gain access to essential tools, insights, and connections to boost your growth but also become part of a supportive network championing your success.

Why choose Pro Connect?

Pro Connect is designed to help entrepreneurs connect with active and verified investors, offering invaluable resources for startups aiming to boost their visibility and growth.

Here’s what an e27 Pro Connect membership includes:

Investor network

Gain access to a network of over 500 active and verified investors who are on the lookout for new investment opportunities. This feature alone can be a game-changer for startups in need of funding and strategic partnerships.

Ecosystem insights

Stay informed with curated insights from over 150 sources, including general tech media and hyperlocal channels. These insights are delivered bi-weekly, ensuring that you stay ahead of the curve in a rapidly evolving industry.

Company visibility

Highlight your fundraising efforts in front of key ecosystem stakeholders. Members enjoy priority listing on e27’s Companies Fundraising widget, increasing the chances of catching the right eye.

Since its inception, e27 Connect has facilitated over 25,000 connections between startups and investors, proving its value in the tech ecosystem.

Embrace the community with new, lower pricing

We are thrilled to announce a significant price reduction for Pro Connect, making it more accessible to entrepreneurs at various stages of their journey. Here’s the new pricing structure:

• Monthly plan: Now, just US$19.90 per month, down from US$39.90.
• Quarterly plan: Back by popular demand! Costs US$16.63 per month, billed every three months.
• Annual plan: The best value at only US$16.58 per month, billed annually — a 50 per cent decrease from the previous pricing.

These competitive rates ensure that Pro Connect remains an affordable, high-value resource for entrepreneurs looking to scale their businesses. Existing Pro Connect members will receive an email from the team regarding the updated pricing and will be automatically renewed at the new rates.

Continuous improvement for a thriving community

Our commitment to supporting entrepreneurs and fostering a strong community doesn’t stop with pricing. We are continually working on improving the Pro Connect platform to provide even more value to our members. Stay tuned for upcoming announcements on new features and enhancements designed to help you make the most of your Pro Connect membership.

By subscribing to Pro Connect, you are not just accessing a suite of powerful tools and resources; you are joining a community championing your success. Don’t miss out on this opportunity to connect with investors, stay informed with vital ecosystem insights, and increase your company’s visibility.

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Octayne Green Fuels, a farm waste-to-energy startup in Singapore, has secured a pre-seed investment of US$525,000 from Wavemaker Impact.

This funding will be used to execute pilot projects, develop the company’s technical product and platform, and hire people.

Octayne converts underutilised waste biomass into a low-cost and scalable drop-in replacement for coal. By prioritising Net Zero, it strives to eliminate coal dependency in Southeast Asia without affecting the region’s development ambitions and encouraging the adoption of alternative fuels into existing infrastructure.

Also Read: A deep-dive into Wavemaker Impact’s decarbonisation strategies in SEA

To achieve this goal, the company will tap into the exceptionally large agricultural sector in the region, which currently generates over 400 million tons of post-harvest crop residue–to convert largely unutilised biowaste into a renewable and sustainable fuel source.

By raising public awareness about the need for sustainable farm waste management practices, Octayne also aims to address the growing problems associated with crop residue burning, which has seen cities in the region being blanketed with choking haze in recent years.

With a strategic focus on Southeast Asia’s US$800 billion energy sector market, Octayne will adopt a tiered approach, initially targeting Indonesia, Thailand and Vietnam before expanding across the region.

With a vision to achieve US$100 million in revenue and mitigate 100 million tons of CO2 emissions, Octayne aims to become Southeast Asia’s leading sustainable fuel supplier over the next decade.

Rohan Vinekar, CEO and founder of Octayne said: “Solving the challenges of climate change in this region requires a different and untested approach given the unique circumstances faced by policymakers. By tapping into resources that are freely available and underutilised, Octayne will not only create a new market paradigm but also provide farmers with a sustainable waste management outlet.”

Also Read: Wavemaker Impact backs Elevate Foods that combats food loss and waste

“Southeast Asia is home to a diverse ecosystem of farming sectors–from annual crops like rice and corn to perennial ones like sugar cane. Octayne’s mission to convert post-harvest crop residue into feedstock for carbon-neutral bioenergy presents an exciting illustration of a company that takes advantage of the region’s agricultural profile to decarbonise hard-to-abate sectors that continue to require fuel,” said Guillem Segara, Principal at Wavemaker Impact.

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Image Credit: Octayne

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Co-working spaces, unlike traditional office workspaces, offer flexibilities in convenience and timing allowing for remote workers and smaller companies to utilise them as office space. Some co-working spaces are available outside working hours, and unrestricted workers may be required to work outside the traditional working hours. These new co-working spaces are considered alternatives to the traditional workspace, encouraging inclusion and togetherness within companies.

In recent years, the users of co-working spaces have been SMEs and startup businesses, proving to be a majority of the users in the co-working space. It is estimated that the number of individuals working in co-working spaces is expected to reach no less than five million by the year 2024, showing an increasing trend of remote workers and an increase in the number of startup businesses. 

Despite the increase in demand for co-working spaces, Malaysia is still not in a position to fully utilise them due to its working culture. In this article, we will delve into reasons why Malaysian companies still fail to understand the impact of co-working spaces and therefore not properly utilising them.

Malaysia’s working culture is outdated

It is well documented that Asian countries have heavily adopted and accepted a culture of overworking. Naturally, Malaysia is susceptible to this as having one of the top overworked cities in the world. On average, Malaysians work 15 hours more than their contracted hours each week, stressing the negligence of work-life balance. Malaysia has a cultural expectation of working physically, encouraging face-to-face interactions to prove the employee’s commitment and hard work. This cultural expectation creates pressure for employees to prioritise work over personal time, leading to imbalances in life domains.

Also Read: Biotech co-working provider NSG BioLabs concludes US$14.5M financing round 

In Malaysian culture, there is a prevalent belief in the value of hard work and dedication, often reflected in the practice of entering the office early and leaving late. Malaysians, like many other Asian cultures, place a high value on a strong work ethic. This includes being punctual, dedicated, and committed to putting in the necessary time and effort to achieve professional goals. This belief has caused employees in Asian countries to suffer from overwork, leading to a decrease in productivity.

Malaysian companies are incapable of being flexible, causing negligence in employee work-life balance and prioritising company goals as compared to the well-being of their employees. Furthermore, because Malaysian companies cannot offer this benefit to their employees, gig work has appeared as a more appealing alternative for Malaysians as it allows them to be flexible with their working hours. This eventually causes a concern for a shortage of skilled workers in the future.

The precedent of routine behaviour is shown when employees show up to work at the office every weekday, following the same habits and lifestyle choices to prepare for work. This resistance to change causes companies in Malaysia to be inflexible with the working environment, causing dissatisfaction and discontent within the employee ranks unwilling to work, disrupting productive workflow. These cultures and policies must change if we as a society want to grow and evolve into an efficient working culture. So, how else can we change the stagnant culture of remaining in routine?

Co-working spaces offer flexibility and accessibility that traditional workplaces fail to provide

One of the biggest advantages of coworking spaces is the flexibility that they offer. With flexible membership options and the ability to work from anywhere, you can easily fit work into your schedule instead of the other way around. Meaning you can work on your terms without sacrificing your personal time and life.

Also Read: The co-working industry needs to rethink its role: The Great Room CEO Jaelle Ang

Co-working spaces also often prioritise work-life balance by offering amenities such as lounges, relaxation areas, and wellness programs. This holistic approach supports the well-being of employees, helping individuals to maintain a healthy balance between work and personal life.

Employees, especially in the tech field, can utilise co-working spaces if they wish to avoid distractions from home or office. Co-working spaces offer a professional environment, utilising high-speed internet, meeting rooms, and shared common areas for companies to interact and work together. Co-working spaces should also consider operating 24/7 to cater to working outside business hours. This allows for companies to work on odd hours not restricting themselves to the boundaries of official business hours.

Co-working space also provides options for accessibility, aiming to allow ease of transport and convenience to the co-working space. Accessibility is also an important factor in the working environment, as convenience impacts the employees’ productivity. By utilising co-working spaces, employees can avoid the pestering office politics and the trouble of commuting to work.

In conclusion, co-working spaces act as a solution to negate the negative working culture and the inflexible work-life balance by providing amenities and services that allow the employees to thrive.

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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.

Image credit: Canva

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Jae H Park and his brother Jae M, originally from South Korea, grew up in Manila in the Philippines, where their father ran a series of manufacturing companies, from paper and garment textiles to polymer films.

As their family businesses grew and scaled, the brother-duo realised that environmentally safer alternatives to textile materials were the future and the only way to build a sustainable business.

So, in 2020, they set up Nibertex, which develops ‘per- and poly-fluoroalkyl substances’ (PFAS)-free membrane solutions for the textile industry.

Also Read: Deep tech startup Nibertex secures funding for sustainable textile technology

“PFAS chemicals are known for their environmental and health risks. They are persistent in the environment and have been linked to various health risks. They do not break down and can accumulate over time in human bodies and ecosystems,” Jae H Park tells e27. “We at Nibertex have developed 100 per cent PFAS-free waterproof breathable membranes.”

Nibertex’s membrane technology utilises advanced polymer sciences to create films completely free from PFAS chemicals. According to Park, these membranes eliminate the use of these harmful chemicals, significantly reducing environmental pollution and potential health hazards associated with traditional waterproof textiles. They can achieve “superior performance” using safer, compliant chemicals while offering enhanced breathability and durability.

The deeptech startup uses advanced polymer blends and state-of-the-art manufacturing techniques to create micro-porous structures that allow water vapour to escape while blocking water entry. Park says this technology ensures high breathability and completes water resistance without PFAS, leading to safer, more comfortable, and environmentally friendly products.

The founder-duo encountered several challenges while building Nibertex. One major challenge was creating a membrane that matched the performance of traditional materials without PFAS. Through extensive R&D, collaboration with material scientists, and iterative testing, they eventually developed a proprietary blend of polymers that met traditional performance metrics without harmful chemicals.

A B2B venture, Nibertex supplies PFAS-free membranes to manufacturers and brands in the textile, automotive, and medical industries. It generates revenue through direct sales, long-term supply agreements, and collaborative projects with brands seeking sustainable materials.

Post-sales, the startup provides brands and manufacturers with technical support, performance data, and comparative studies showcasing the benefits of switching to PFAS-free membranes. “We also offer customisation options to meet specific application needs, facilitating an easier transition to sustainable alternatives,” Park reveals.

Nibertex sees opportunities for its membrane technology in electronics, where it can provide insulation and moisture protection; automotive, where it can be used as lightweight, durable liners; and construction, where it can be used as energy-efficient barriers.

“The versatility and superior performance of our membranes — combined with growing regulatory and consumer demand for sustainable products –position Nibertex for global adoption across multiple industries,” says Park, who is the COO.

Also Read: TômTex secures US$4.15M to make eco-friendly textiles

In April this year, Nibertex closed an oversubscribed funding round led by Foxmont Capital Partners and supported by a consortium of Southeast Asian families. The capital is being used for scaling up production capabilities, enhancing the R&D efforts to innovate further in membrane technology and expanding the domestic and international market reach.

“This will enable faster commercialisations of our PFAS-free products and support our expansion into new industries,” Park notes.

Nibertex aims to pioneer a significant shift in the textile and material manufacturing industries by providing an innovative solution to the environmental and health challenges posed by PFAS chemicals. The innovation has positioned the startup as a force to reckon with in the sustainable materials sector.

As industries increasingly prioritise green innovations, Nibertex stands at the forefront, championing a future where environmental responsibility and industrial performance go hand in hand.

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Image Credit: Nibertex.

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