Startup ventures in Asia have been growing over the past few years; however, many young companies think marketing is optional. However, marketing is not a choice, but a must, according to analysis, and without a proper strategy and budget, no amount of effort will make the campaign successful.
As an entrepreneur says, “it takes years to make an impression,” while a partial campaign “simply does not work.” Surveys prove the point: companies that spend less than five per cent of their budget on marketing only grow in half of the cases, while 80 per cent of those that invest 5-10 per cent of their budget grow considerably.
Localise your strategy for diverse markets
There is great diversity among Asian markets, and blanket marketing techniques rarely work. Simply mimicking Silicon Valley approaches is not always helpful; for instance, the approach that works in Singapore will not necessarily work well in rural Southeast Asia. In successful Asian startups, unique playbooks are crafted because the company takes time to learn local culture and behaviours rather than mimicking global trends. Grab and Gojek gained traction by taking advantage of local trends such as cash payments and motorbike taxis as opposed to Uber.
The other key thing is trust, since most consumers in many Asian markets are skeptical and need to be won over before they fully embrace the product or service. In addition to creating demand through the use of attractive content, startups must be able to earn customers’ trust. The use of content such as guides and customer success stories helps to build credibility. PropertyGuru became a trusted name in property listing by offering simple guides in local languages.
Build credibility with content and PR
Mistake: Assuming all marketing is paid advertising. In Asia, earned media and content authority are huge assets. Neglecting public relations and expert commentary is a missed opportunity. Detutu Media notes that founders who shift from shouting into the void to borrowing existing audience through expert quotes and media coverage can land their first press mentions in 60–90 days. In other words, rather than creating content for no followers, startups should contribute expert insights to established publications. Those quick media wins instantly transfer the outlet’s credibility to the startup.
Also Read: The future of marketing isn’t about AI, it’s about judgment
Diversify channels and content
Overreliance on one platform is another mistake entrepreneurs make. 72 per cent of Asian companies say social media is their most used digital channel. Startups spend money on Facebook, TikTok, and Instagram ads. It’s a big mistake because the entrepreneur relies solely on paid advertisements while ignoring other platforms.
Overlooking content marketing and SEO may become even costlier. One marketing company suggests that “over-reliance on paid ads without content authority” is not an efficient strategy. The meaning behind that statement is clear: you spend money on ads but haven’t created any blog posts, videos, or emails for SEO and organic marketing.
It’s a huge mistake to skip influencer and community marketing, too. Consumers in Asia are loyal to the recommendations of influencers. According to Nielsen, approximately 80 per cent of Asian social users are more willing to purchase products recommended by influencers.
However, startups do not make use of that opportunity since fewer than half of the companies in Asia consider influencer marketing crucial. Entrepreneurs should use local influencers who will engage their audience and connect better with them. The same is true about email marketing. In conclusion, diversify your marketing efforts. Use paid ads, owned content, and earned marketing on social platforms.
Measure everything and stay agile
Firstly, do not fly blind. Analytics should not be skipped or neglected. Research proves that in a certain number of Asian companies (for instance, six per cent in Singapore), there is no monitoring of any kind of marketing metrics whatsoever. This is a path to failure. A startup has to measure performance and act according to its results. As a famous marketer says, acting on instincts rather than numbers is often seen but not advisable.
Also, be prepared to pivot. If something does not work in Asia, change it. According to one marketing manual, a company should stay “agile” while working on its strategy. For example, if a copy of a landing page is confusing to the audience (ShopBack found out that it was true about the word “cashback” in SEA), then change the copy and make it beneficial to users.
Also Read: Driving the future: How AI is rewriting the global marketing roadmap for the Land Rover Defender
Invest wisely (but invest enough)
Finally, don’t starve marketing of resources. Underfunding and expecting magic are traps. As one founder remarks, too many startups launch once and “disappear” because they lack a follow-through plan. A sustained budget and timeline are essential. Hiring an all-star in-house marketing team may be out of reach, but shortcuts like always choosing the cheapest agency or tool often fail. A Singapore marketing guide cautions against “choosing agencies based only on price”. Instead, pick partners for fit and expertise.
Beware shiny-object syndrome (e.g., unvetted AI content) as well. Using generic AI text without human review can hurt authenticity. Always ensure creative quality and local relevance, even on a budget. Finally, embrace the mobile reality: Asia is largely mobile-first.
Currently in APAC, there are over 1.4 billion people (~51 per cent penetration) who use mobile internet. If your website is not optimised for mobile or neglects applications and messaging services that are popular among your local audience, then you’re missing out on customers. The digital presence of a startup needs to be fast-loading and native to how Asians consume media.
Marketing in Asia is much more complicated than in Western countries. Avoiding all these mistakes due to poor localisation, brand-building, and/or data, the underinvested startups can actually transform their marketing into a competitive advantage. Marketing done correctly can be the difference between earning your startup’s first paycheck and celebrating its tenth anniversary.
Conclusion
Learning from failures is crucial. The best thing for any startup from Asia would be planning, adapting to cultural contexts, using paid as well as earned media platforms, and constantly measuring the results. In an area where everything depends on context and trust, the most intelligent startups steer clear of making mistakes and use data-driven advertising campaigns.
—
Editor’s note: e27 aims to foster thought leadership by publishing views from the community. You can also share your perspective by submitting an article, video, podcast, or infographic.
The views expressed in this article are those of the author and do not necessarily reflect the official policy or position of e27.
Join us on WhatsApp, Instagram, Facebook, X, and LinkedIn to stay connected.
The post Diversify or die: The importance of multi-channel marketing in Asia appeared first on e27.