Solving the bot problem may seem like a pretty simple procedure from the outset. You simply eliminate any profile that doesn’t belong to your original profile.

However, as our social lives become invariably intertwined with our online identities, it is clear that one-size-fits-all approach is not going to work. 

According to a Portuguese missionary in the 16th century, Japanese people are so crafty that they may have three faces. The theory suggests that the first face we show to the world. The second face is reserved for family and friends, and the third face is reserved for us alone. Perhaps, the latter is our truest self.

The Japanese three faces theory has spiked the interest of many communities since then, and even today, many people wear different masks for different occasions. 

In a discussion on Reddit, there were many interesting responses about the theory of three faces, with the vast majority agreeing that three or possibly more faces would be the norm.

If this is the case and individuals want to showcase different sides of their personality via the masks that they wear, how can these various masks be incorporated into Web3 social media design?

“[The Japanese people] are so crafty in their hearts that nobody can understand them. Whence it is said that they have three hearts: a false one in their mouths for all the world to see, another within their breasts only for their friends, and the third in the depths of their hearts, reserved for themselves alone and never manifested to anybody.” From História da Igreja do Japão, Volume I, Page 173, written by Father João Rodrigues, SJ.

What is a Sybil attack?

A Sybil attack is an online security threat where one node operates multiple fake identities on a peer-to-peer network. The easiest way to visualise it is the proliferation of social media accounts created by one single user. Opportunists can use Sybil attacks to run multiple nodes. 

Also Read: ‘Tis the season to be giving! 4 ways Web3 is transforming the fundraising sector

The name comes from Schreiber’s book in 1973 based on Sybil, aka Shirley Ardell Mason, who was treated for multiple personality disorder. After therapy, Sybil manifests sixteen personalities.

What is Sybil resistance and why is it a crucial component of Web3 security?

Although there is no way to fully prevent a Sybil attack, Sybil resistance has become a critical component in maximising defence against potential attacks.

Building a trusted, decentralised profile for navigating the digital world is going to be critical as your digital identity becomes more and more associated with your online engagements.

Consider the role of a freelancer as an example. They want to provide services to various Web3 communities without having to give away personal information every time they consider a job offer or application. 

Kevin Owocki, Founder of Gitcoin Grants on Sybil resistance

What users need versus what users want

Social media platforms and communities should provide a safe place to share online content, a way to interact with new community members, built-in privacy tools, built-in trust and easy access to the community with clear navigation between different communities. 

Now for what users want. Using the three faces theory and based on the analysis of responses to the theory online, it is clear that users want to showcase different versions of their personality depending on the platform and the objective of the profile created. Providing the tools to facilitate what users want is no easy task. 

However, technologists across Web3 ecosystems are hoping to offer solutions to facilitate our digital behavioural needs. Orbis protocol has integrated verified credentials so that profiles can now be associated with and display credentials issued by both Gitcoin Passport.

Why is this important? It directly prevents bad actors from having multiple accounts within a social platform.

An open, wholesome social experience

As somebody who dabbles in and out of different social media platforms, it would make the internet a much nicer place to hang out if I didn’t have to log in and out every time I switched profiles.

Web3 tools allow users to create, migrate and switch between social applications. Projects like Orbis Protocol and Subsocial are providing new tools that are Web3 teams to build decentralised social applications into their products.

Also Read: The Philippines can be ‘Korea of Web3’, says Axie Infinity Co-Founder

However, how can SoFi developers ensure that the end user is protected from bots while also allowing creative expression via their “three faces”? 

“Subsocial’s transaction fees, though minuscule, serve to effectively limit the widespread usage of bots on the platform. In the future, we plan to integrate a decentralised identifier (DID) solution, allowing users to see who is verifiably real. Social networks built on Subsocial will have the option to only show content from verified users. On the other hand, users can choose to take things with a grain of salt if they are coming from an unverified account,” says Alex Siman, Founder of Subsocial. 

New social experiences will allow communities to create hubs where people can share valuable information, access educational content and connect with leaders.

The tools being developed for newer forms of online engagement need to provide a safe place for individuals to speak openly and passionately about any subject matter, while also providing a level of privacy that is needed for self-preservation and autonomy.

Bots, bots and more bots

Eliminating the unbearable bots on social platforms has become a painful but critical objective for all social platforms. In addition to ruining the experience and interrupting the flow of information, bots are being used to manipulate vulnerable users and hack into accounts.

Even the most popular social engagement platforms have become almost unbearable with the sheer amount of fake avatars flogging products and services. 

Harassing user profiles on social media platforms has become a skill set of communities across Web3 ecosystems. Are these the type of skills encouraged to participate in the future of the internet?

Some warning bells are ringing here. Let’s not turn the entire internet into a place for harassment.

Spaces to the rescue. Many seek refuge from the onslaught of unverified user profiles in Twitter spaces. The sound of actual voices having honest conversations has become a welcome reprieve but also a novelty in an age of fakery and mundane “influencer” content. 

The recent migration of users to Mastodon demonstrates a willingness for internet users to consider new ways of interaction. Since Elon took over, Twitter reigns, over one million people have flocked to this new platform.

Factoring in the three faces theory

During our lifetime, people wear different masks for occasions. This is human nature whether it is to hide vulnerabilities or project a different level of confidence. 

A question on Reddit regarding the legitimacy of the three faces theory had 97 responses, and the vast majority agreed that you have at least three faces. The first face you show to the world. The second face you show to your close friends and your family. The third face, you never show anyone.

In fact, many respondents believe that you have more than three faces. “I think I take on different personas depending on who I am and/or what I am doing.”

Another interesting reply was, “Nobody except my internet service provider and data compilers at Google know the true me”.  

If self-preservation is a necessary component of a public persona, how can social applications cater for the three faces that one might wear?

In the future, could users select their masks just as they would select their clothes for the day?

The potential of Web3 social applications to provide more seamless, open and sustainable experiences is intrinsically tied to our ability to alter our personas based on different online environments.

–

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 Pro

This article was first published on December 15, 2022

The post How the three faces theory explains identity issues and the rise of bots appeared first on e27.

Building Bridges: How Corporates and Startups Can Collaborate for Mutual Success

The Echelon Philippines 2024 panel discussion shed light on the vital collaboration between corporates and startups, focusing on innovative partnerships and joint ventures.

Moderated by Justin Chin, Head of Business Development at e27, the session featured insights from industry leaders, including Jerry Jimenez Bongco, Country General Manager at Amazon Web Services (AWS); Woei Yuan Seng, Director, Technology Cluster
at MP International Pte Ltd; Bing Tan, CEO and Co-Founder at Packworks; Yasunori Kinebuchi, Director at NTT.

The discussion explored the collaboration between corporates and startups, and how these collaborations can leverage the unique strengths of both parties to create win-win scenarios.

Also Read: Echelon Philippines 2024: Empowering early-stage startups through accelerators, educators, and enablers

Bongco emphasised the potential in sectors like digital payments, BPO, and retail, highlighting the Philippines’ young population as a significant driver for innovation. Kinebuchi reinforced the importance of mutual benefit, advocating for a venture client model to enhance collaboration. Tan focused on supply chain solutions and financial services, while Seng highlighted the necessity of ecosystem support and clear objectives to ensure successful partnerships.

The panelists acknowledged common challenges such as cultural differences, operational speed, and goal alignment. They stressed the need for transparency and trust in building these relationships, drawing on successful case studies from the retail and BPO sectors to illustrate their points. The session provided a roadmap for overcoming obstacles in corporate-startup collaborations, highlighting that with the right strategies, both corporates and startups can thrive in an increasingly competitive landscape.

Watch the session video above to learn more about these insights and the strategies shaping the future of entrepreneurship.

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The post Echelon Philippines 2024: The power of collaboration – corporates and startups join forces appeared first on e27.

Dear reader,

Malaysia’s digital transformation takes a significant leap forward with MDEC’s newly forged partnerships with Singapore’s Ascent and Indonesia’s Central Capital Ventura (CCV).

These MoUs bring a combined capital investment of US$45 million, targeting growth for Malaysian startups in key sectors such as fintech, AI, and sustainable agriculture.

Ascent’s focus on early-stage startups in essential digital sectors complements CCV’s role in offering access to Southeast Asia’s expansive ecosystem, providing an invaluable network for Malaysian businesses aiming to scale regionally.

This collaboration aligns closely with Malaysia’s KL20 digital strategy, reflecting a commitment to fostering innovation, financial inclusion, and sector-specific growth. By connecting Malaysian startups to resources and expertise across Southeast Asia, MDEC is building a pathway for local companies to integrate with the broader digital economy.

This strategy not only bolsters domestic talent and innovation but also creates a platform for startups to compete globally, enhancing Malaysia’s position as a digital-first nation.

The partnerships highlight a regional synergy that can drive long-term digital and economic progress, positioning Malaysia at the heart of Southeast Asia’s tech-driven growth.

Sainul,
Editor.

———–

NEWS & VIEWS

MDEC unveils US$45M investment initiative with Ascent, CCV to strengthen Malaysian startups
This combined funding by MDEC, Ascent, and CCV will foster the growth of startups, particularly in alignment with Malaysia’s KL20 initiatives.

Bukalapak adjusts strategy amid Q3 loss, plans job cuts
The company’s revenue rose by 2% y-o-y to US$218M for the first nine months; However, EBITDA was recorded at -US$4.36M. Layoffs are expected over the next two quarters.

NUS, NTU to launch US$37.8M startup incubator programme
The programme is designed to bridge the gap between scientific research and market application; It will support startup teams by helping them refine their initial ideas, validate market needs, and design robust business models.

Over 60% of Indonesian youth invest in crypto
The findings by Bappebti show that 26.9% of these investors are between 18 and 24; Meanwhile, 35.1% fall within the 25 to 30 age group; Despite recent declines, Indonesia’s crypto transaction volumes are robust.

Indonesia’s GoTo achieves positive Adjusted EBITDA
The group’s adjusted EBITDA reached a new high of US$8.73M v/s a loss of US$35.6M in the same period last year; This strong performance was underpinned by a 21% y-o-y increase in MTUs across the GoTo ecosystem.

Former FTX executive Nishad Singh gets supervised release
He was involved in the misappropriation of about US$8 billion in customer funds; Singh had pleaded guilty to six counts of fraud and conspiracy.

S&P: EV makers to bet US$20B on South and Southeast Asia
The rating agency said that building an electric car industry in SSEA will be expensive; It will involve execution risk typical for cross-border expenditure, where entities will try to anticipate shifting policies over long investment horizons.

Lazada Whitepaper reveals 88% of consumers make purchasing decisions using AI
Nearly 63% consumers in SEA believe AI is widely adopted in online shopping, with over half of the respondents identifying AI chatbots (63%), translations (53%), and visual product searches (52%) as key recognized AI features in e-commerce.

Lazada co-founder enters AI arena with Salesforce-like product
Magnus Ekbom started SEAI with Ashwath Ramesh, who was executive vice president for Southeast Asia at Lazada; SEAI focuses on building machine learning models that are customised for enterprise clients.

DCAP nets strategic funding to advance financial inclusion with AI-driven lending solutions
DCAP’s go-to-market lending-as-a-service model allows traditional financiers to embrace digital transformation to streamline processes and enhance customer reach.

81RAVENS scores US$4.5M seed funding to launch Solana-based arena shooter PARAVOX
The investors are DIGITAL HEARTS HOLDINGS and GREE Ventures; PARAVOX is currently in Global Open Alpha and claims to have clocked over 100,000 downloads on the Epic Games Store.

Finfra secures US$2.5M to power Indonesia’s lending ecosystem in new partnership with Tyme Group
The investors include Cento Ventures, Accion Venture Lab, and Z Venture Capital; Finfra will use the funds to expand onboarding capabilities for customers, target profitability, and enhance its data analytics, scoring, and risk assessment products.

Coolmate gets Vertex backing to scale its eco-friendly D2C apparel brand beyond Vietnam
Coolmate innovates with eco-friendly materials like organic cotton, recycled fibres, and the latest eco-friendly production processes, such as clean dye technology.

BuzzAR lands US$1.16M in funding to boost Saudi tourism with AI-driven travel companion
HSBC New Economy Fund is the finance partner; Beyond offering storytelling and personalised content discovery for travellers, BAE has built-in booking and payment functionalities to handle transactions for travellers on the go seamlessly.

Vietnam’s PangoCDP secures US$1.5M seed funding
PangoCDP’s innovative platform is designed to empower businesses by providing a series of social communication tools and a suite of mini-apps, all underpinned by a robust customer data platform.

OpenAI launches its Google challenger, ChatGPT Search
Built into OpenAI’s ChatGPT platform, ChatGPT Search is designed to give “timely answers” to questions, OpenAI says, drawing from a range of online sources.

FEATURES & INTERVIEWS

Cutting carbon at the socket: measurable.energy’s smart solution to plug power waste
measurable.energy’s smart sockets are available through a pricing model that combines a one-time hardware fee with a software license.

What Accuron wants startups to know about fundraising for late-stage companies today
When asked about its upcoming plan for 2025, Edwin Chow of Accuron stresses the importance of taking curated, targeted approach.

Echelon Philippines 2024: Expert panel on building a strong foundation for startup success
The Echelon Philippines panel emphasised that achieving product-market fit and following lean startup principles are essential for new ventures.

Echelon Philippines 2024: Christina Cai of Lydia.ai on revolutionising insurance with AI
The Echelon Philippines fireside chat explored how Lydia.ai is leveraging AI to transform the insurance landscape in the country.

FROM THE ARCHIVES

Trust me, PR is with you day and night!
PR should be seen as more than just a combination of traditional and social media; It needs to incorporate conversion and real-time engagement; PR is shifting from focusing solely on output to measuring outcomes.

From Seed to Series: Navigating different funding rounds with PR
In today’s competitive startup scene, the integration of PR into the funding journey is no longer a luxury but a necessity.

Demystifying ToFu churn: How strategic CPO-CMO collaboration makes the difference
Merging CPO-CMO views with causality frameworks is key to reducing early churn and sustaining customer relationships.

Rise of generative AI in search: Exploring opportunities for APAC brands
Generative AI’s conversational ability and real-time training could fundamentally transform how users engage with search.

How Gen Z’s view on work-life balance can transform your business
A thriving workplace is not merely about productivity but also about prioritising the well-being of employees.

Why inclusive hiring matters for a startup ecosystem
A truly inclusive workplace is one where Persons with Intellectual Disabilities (PWIDs) are able to learn, thrive and be respected.

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.

Skate to where the puck will be: How category design gives you a breakaway
True category leaders take a look at the current state of play and think beyond where the current players are positioned.

AI in influencer marketing: Transforming trends and shaping the future
As AI continues to evolve and influence the influencer landscape, the future looks bright for brands, talent agencies, and AI influencers alike.

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?

How I continued building my tech startup as a student in the startup winter
Join me in reflecting on my journey and exploring how I navigated the challenges of building my tech startup during the startup winter.

THOUGHT LEADERSHIP

Creating a safe digital world: Protecting kids from cyber crimes and preventing cyberbullying
Protecting kids online is crucial, not only from cyberbullying but also from becoming bullies themselves, as both roles have lasting impacts on young lives.

Building brand visibility: Timeless content marketing principles for startups
Content marketing isn’t just about producing material—it’s about creating meaningful, valuable experiences that connect with people.

Cross-chain interoperability: The key to unlocking crypto’s true potential
Interoperability is the missing component that will unlock crypto’s true potential, well beyond the industry itself.

The double-edged sword of personal branding: A journey of discovery
Building a personal brand is not a decision to be taken lightly, nor is it a one-size-fits-all solution for career advancement.

As global funding slows, MENA continues to attract investment
With Q4 typically being the strongest quarter for VC activity in MENA, we’re optimistic about what’s to come.

The post Ecosystem Roundup: MDEC unveils US$45M investment initiative | NUS, NTU to launch US$37.8M incubation programme | Bukalapak plans job cuts appeared first on e27.

Braze is a leading comprehensive customer engagement platform that facilitates interactions between consumers and their favourite brands. Founded in New York City, the platform recently hosted an exclusive roundtable session in Singapore. It brought together top industry leaders from prominent tech companies. The discussions focused on the evolving landscape of customer engagement. Accordingly, it highlighted trends that are shaping the customer journey in an increasingly digital world.

The roundtable was a dynamic exchange of ideas among participants from a diverse array of companies, spanning e-commerce to game development. Attendees shared their experiences, challenges, and innovative strategies to connect with customers. From leveraging AI for efficient management of resources to navigating the best practices for creating data-driven strategies that deliver real, measurable results, the conversation covered a wide range of topics that are reshaping how tech companies approach marketing.

Find out more about Braze and the roundtable discussion in Singapore below!

Braze is Fostering Connections for a Meaningful Customer Journey

Braze specialises in delivering personalised marketing interactions for businesses. It is driven by a passion for fostering meaningful connections between consumers and their beloved brands. With Braze, global brands can ingest and process customer data in real-time. As a result, this enables them to orchestrate and optimise contextually relevant, cross-channel marketing campaigns while continuously evolving their customer engagement strategies.

The company’s success can be attributed to its commitment to innovation in the customer engagement space and its emphasis on real-time interaction capabilities. Braze allows brands to deliver messages based on user behaviour and preferences, helping to create a more personalised and impactful experience. The platform provides a unified dashboard that centralises customer data, enabling marketers to efficiently analyse and optimise their campaigns. It also integrates well with popular data and marketing tools, allowing brands to create seamless experiences without major technical overhauls.

Also read: Should customer journey be personalised in the age of automation?

Braze Partners with e27 for a Roundtable in Singapore

Braze has been expanding its presence in Southeast Asia. Specifically, it has been assisting brands in the region to enhance customer journeys through highly personalised, data-driven interactions. The company is dedicated to equipping businesses across various industries, including e-commerce, fintech, travel, and media, with the tools needed to create deeper, more dynamic customer journeys. During the roundtable in Singapore, held in partnership with e27, participants shared numerous real-world examples of successful customer engagement campaigns from different companies, sparking candid responses and experiences from everyone in attendance.

Distinguished attendees included:

1. Amy Bell, Founder and CMO – The Meat Club
2. Aparna K, Head of Client Success – Rewardz
3. Assaf Cohen, COO – Mighty Bear Games
4. Benjamin Jun Tai, former Head of PR and Comms – Syfe
5. Boon Kgim Khur, CTO – Hashmeta Group
6. Emily Yu Xian, Marketing Manager – discovermarket
7. Nicole Poon, COO – Shopmatic
8. Jonathan Teo, Head of Marketing – Aftershock PC
9. Violet Lim, Co-founder and CEO – Lunch Actually

Also read: The essentials of mapping a customer journey across digital assets

Delivering Impactful Experiences with Braze

The Braze roundtable event in Singapore underscored the increasing significance of customer engagement and the power of collaboration in marketing. Through thought-provoking discussions and shared insights, industry leaders acquired fresh perspectives on how to connect with their audiences in meaningful ways.

As Braze continues to innovate and expand its presence in Southeast Asia, it is clear that the company is not only empowering brands to adapt to a rapidly evolving landscape but also fostering an ecosystem where brands and consumers can thrive together. Braze is leading the way to equip businesses in the region to deliver personalised, impactful experiences that resonate with their customers and drive long-term loyalty.

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This article is produced by the e27 team.

We can share your story at e27, too. Engage the Southeast Asian tech ecosystem by bringing your story to the world. https://e27.co/advertise

The post Empowering Brands to Build a Personalised Customer Journey with Braze appeared first on e27.

On Tuesday, SEEDS Capital, the investment arm of Enterprise Singapore, hosted the Deal Fridays X SEEDS Capital pitching and networking session at the Singapore Week of Innovation and Technology 2024 (SWITCH 2024). The event complemented the SEEDS Deep Tech Showcase at the main exhibition hall.

Hosted at the Marina Bay Sands Convention Centre, this edition of Deal Fridays brings together startups from the Healthcare and Biomedical, Urban Solutions and Sustainability, and Quantum Technology sectors, as well as SEEDS Capital’s network of corporates, partners, global investors and innovators across Singapore’s deep tech startup ecosystem.

Each participating startup will pitch its solutions and innovations to potential partners.

At the event, e27 witnessed presentations from the 15 companies with some of these companies also showcasing their solutions at the SEEDS Deep Tech Showcase as well.

Some of the most eye-catching innovations we saw included Insectta, an ento-powered biotech company. Its patented extraction technology produces high-value biomaterials for the pharmaceutical, organic electronics, and personal wellness industries, among the few.

Also Read: How to incorporate sustainability into corporate strategies

It aims to create sustainably-produced chitosan and melanin with better functionality and yield by working with black flies. It aims to improve accessibility to these high-quality ingredients for manufacturers looking to optimise both performance and circularity.

Also in the area of sustainability was N&E Innovations which has engineered a natural and non-toxic antimicrobial called Vikang99 technology. The material eliminates virulent particles with a long-term effect to prevent transmission and mitigate resistance for a more sustainable future.

The solutions works as a replacement to the traditional plastic-made cling wraps, enabling businesses and customers to cut down on the need for plastic packaging for food products.

From the logistics sector, Speedcargo Technologies leverages computer vision, advanced algorithms, and AI to revolutionise air cargo operations for airlines and ground handlers.

The solutions work in a way best described as “Tetris-like”: First, it scans the boxes and containers that users intend to ship to get clear and precise measurements. Then, based on the information gained through the process, they “design” a better allocation for these boxes and containers, ensuring efficient delivery.

Also Read: Pierrick Bouffaron: Navigating the frontier of deep tech and entrepreneurship

From the health tech sector, QuantumTX develops fitness and medical devices that enhance fitness and health through magnetic muscle energetic training, promoting exercise as medicine.

Central to its innovation is a unique Magnetic-Mitohormesis Technology created in collaboration with ETH Zurich and the National University of Singapore (NUS). This technology uses proprietary magnetic signals to stimulate muscle mitochondria, delivering the benefits of exercise without physical stress or strain.

With this solution, the company aims to create an effect on users’ bodies similar to exercising without the need for exercise itself.

“SEEDS Capital has been hosting Deal Fridays that is an avenue for our portfolio companies to share more about innovation and connect with a wider community of investors and corporates. Our past Deal Fridays has brought success stories for our portfolio companies, translating into a successful investment to continue supporting the companies on their fundraising journey,” said Tan Kaixin, General Manager at SEEDS Capital, on her opening speech.

The post Meet the 4 innovations that catch our eyes at the Deal Fridays X SEEDS Capital event appeared first on e27.

The National Research Foundation has joined hands with the National University of Singapore (NUS) and Nanyang Technological University, Singapore (NTU) to launch the National Graduate Research Innovation Programme (National GRIP), a SGD50 million (US$38 million) investment initiative for startups.

Announced by Deputy Prime Minister and Chairman of the NRF, Heng Swee Keat, National GRIP will support startup teams by guiding them in refining ideas, validating market needs, and developing business models.

Also Read: AI gold rush: How OpenAI’s Singapore expansion could reshape the startup ecosystem

The initiative brings together NUS’s Graduate Research Innovation Programme 2.0 (NUS GRIP 2.0) and NTU’s Lean Launchpad (LLP2.0) — which have collectively incubated over 400 startup teams and nearly 160 spin-offs.

National GRIP aims to train up to 300 startup teams by 2028 and nurture over 150 spin-offs by 2030, advancing innovative solutions from lab research to the global market and strengthening Singapore’s leadership in technological entrepreneurship.

This 12-month programme will welcome participants from Singapore’s autonomous universities and A*STAR research institutes. It will provide mentorship from industry leaders and access to a network of experts, enabling them to build founding teams, raise seed financing, and create valuable industry partnerships.

It will also provide access to intellectual property across the institutions, allowing teams to leverage strengths in research, design, and engineering for deeptech venture creation.

National GRIP will work with strategic venture partners, including Legend Capital, SOSV Investments, and Vertex Holdings, to strengthen teams’ investment readiness. These partners will assist in scaling startups, expanding into global markets, and connecting with experienced founders.

Also Read: One-third of Singaporeans never used AI tools in their workplaces: Survey finds

Assoc. Prof. Benjamin Tee, Vice President (Ecosystem Building) at NUS Enterprise, said: “National GRIP will accelerate the growth of globally competitive deep tech startups by providing end-to-end support, aligning closely with our nation’s RIE strategic plans.”

Prof. Louis Phee, Vice President (Innovation and Entrepreneurship) at NTU, added: “This collaboration allows us to combine our strengths in venture building to create high-potential teams that will contribute to Singapore’s economic growth.”

The post Singapore’s National GRIP to cultivate over 300 deeptech startups by 2030 appeared first on e27.

As content marketers, we often find ourselves racing against the ever-changing digital landscape. New trends, platforms, and technologies emerge at a rapid pace, and it can be tempting to focus solely on staying current. 

But from advertising to film to founding my own boutique agency—I’ve learned that while trends matter, there are timeless principles in content marketing that drive real, sustainable results. If we want to enhance our brand visibility, we must focus on these core principles.

Learning from the past to build for the future

One of the most valuable lessons I’ve learned is the importance of understanding the history of our craft. Content marketing has roots that go far beyond digital platforms; at its heart, it’s always been about storytelling. When we study the evolution of marketing, we gain insights into what makes a message resonate across different audiences and eras.

I’ve always been a firm believer in reading broadly—not just marketing books but fiction, history, and even poetry. Fiction, in particular, has taught me the power of word choice and narrative structure, which are vital tools for any content marketer. 

Tailoring content to your audience

For startups, the biggest mistake is prioritising quantity over quality. In the rush to create content, we forget that it’s not about how much we produce, but how well we speak to the needs and desires of our audience. Tailoring content is not just about knowing who your audience is—it’s actively listening to their feedback.

Also Read: Tried-and-tested marketing strategies for startups across all stages in Singapore

When I worked in film, we always focused on how the audience would feel when watching a story unfold. In content marketing, the approach is similar: we must craft our messages with empathy, understanding what our audience wants and how we can provide value. Content that resonates on an emotional level is what builds long-term trust and loyalty.

Content marketing is a long game

It’s easy to fall into the trap of seeking immediate results. But content marketing is like farming: you plant seeds, nurture them, and with time, you will see them grow into something fruitful. Building a brand is a long game. It requires patience, consistency, and a deep understanding of your audience’s evolving needs.

I’ve always advocated for long-form content as a powerful tool for building thought leadership. While shorter pieces may grab attention at the moment, it’s the well-researched, in-depth articles or white papers that solidify your authority in your field. For startups, these pieces establish credibility and long-term, competitive advantage in the industry.

Leveraging books as a content marketing tool

In a world where digital media dominates, I still believe in the power of the physical book. Writing and publishing a book isn’t just about sharing knowledge—it’s about establishing yourself as a thought leader and creating a lasting impression. Unlike a blog post or social media update, a book is a tangible, credible piece of content that stands the test of time.

Throughout my career, I’ve seen firsthand how publishing a book can be an incredibly effective content marketing tool. It not only helps build startup branding but also offers something concrete to your audience—something they can hold, share, and refer back to. It’s a way of saying, “This is what we stand for, and we’re committed to it.”

Also Read: Why traditional marketers must embrace digital marketing: Top 3 skills to learn

Staying open-minded and flexible

Content marketing is not a static field; it’s constantly evolving. To stay relevant, we need to adapt—whether it’s to new platforms, audience feedback, or even shifts within the industry. This means being open to change, but also staying true to the core values of effective communication.

In the past, I’ve seen marketers who are too rigid in their strategies miss out on opportunities to better serve their audiences. Startups benefit from this flexibility, as they can pivot quickly and experiment with various approaches to discover what works best for their audience.

Asking the right questions

In content marketing, success often comes down to asking the right questions. What does my audience truly need? How can I serve them better? What message will resonate most with them at this particular moment? The ability to ask these questions—and adjust our strategies based on the answers—is what sets great marketers apart from good ones.

For startups, content marketing is a cost-effective way to build a reputation, create awareness, and attract early customers. 

At the end of the day, content marketing isn’t just about producing material—it’s about creating meaningful, valuable experiences that connect with people.

In a world where attention is fleeting, it’s those deep, authentic connections that will help your brand stand out.

—

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 us on Instagram, Facebook, X, and LinkedIn to stay connected.

Image credit: Canva Pro

The post Building brand visibility: Timeless content marketing principles for startups appeared first on e27.

In the fast-paced world of customer acquisition, understanding the funnel stages isn’t just essential—it’s transformative. Enter ToFu and MoFu, the pivotal checkpoints in the customer journey.

ToFu, or Top of the Funnel, is where potential customers first intersect with a brand. It’s the pulse-check of brand introduction. Placed right at the onset, “Awareness” sets the stage for the AARRR (Acquisition, Activation, Retention, Referral, Revenue) framework, more commonly known as Pirate Metrics. Simply put, “Acquisition” is the next step, marking the phase where the brand story starts resonating with the audience. 

Then there’s MoFu, the Middle of the Funnel. Here, customers are no longer strangers to the brand. They’re evaluating, contemplating, and sizing up its offerings against their individual needs. In the realm of Pirate Metrics, this is where ‘Activation’ gains traction.

A quick comparison between ToFu and MoFu churn drivers:

• ToFu: Think brand perception and first impressions
• MoFu: It’s all about product alignment with marketing promises

While both are crucial, our spotlight today is on the drivers of ToFu churn. Let’s dive in.

We’re covering more parts of identifying and solving churn in the funnel.

Identifying core ToFu churn drivers

“Clarity in positioning is potential retentiveness in customer experience.”

It’s not just about getting them to register, it’s about becoming a habit-forming product that creates value long-term.

• Positioning pitfalls: A brand that tries to be everything to everyone often ends up resonating with no one. A misaligned brand position might garner attention, but if it’s not reaching the target segment, engagement becomes fleeting. The risk? Mismatched expectations and rapid disengagement. The lack of clarity, especially regarding the niche, can misdirect communication and even product features.
• Expectation versus reality: “Trust is built in drops and lost in buckets.” The gap between promotion and delivery can be lethal. When potential customers encounter a disparity between what was promised and what was served, trust erodes. The result? A potential brand advocate is turning into a passive bystander. Here’s where our Causality frameworks shine. They can precisely pinpoint where marketing promises diverge from actual product deliverables, leading to eroded trust and potential churn. Product-Market Fit Testing your current strategic differentiator versus other potential differentiators can uncover opportunities to lower acquisition costs, find more valuable customers and improve payback periods.
• Inconsistent messaging: “Consistency isn’t about repetition; it’s about alignment.” A product’s feature might be revolutionary, but if the marketing narrative is out of sync, the message gets muddled. The consequence? Confusion, which often translates to churn. A disjointed narrative between what a product offers and how it’s marketed can create confusion, fostering an environment ripe for churn.

The challenges of CPO and CMO misalignment

The road between product creation and market presentation is a two-way street—both the Chief Product Officer (or Product Team) and CMO (or Marketing Team, and Product Marketing in particular for early-stage startups) “drive” on it.

Divergent perspectives

The lens through which a Chief Product Officer views a product, prioritising its features and functions, may not always sync with the broader, market-driven view of the Chief Marketing Officer.

This disparity can often dilute market messages, leading to ambiguity. For example, when launching a D2C insurance product, are you targeting the need for adults getting insurance for their aged parents? Or for helping someone be prepared in light of their hereditary risk of critical illness by helping them understand the costs of potential treatment so they can right-size their coverage?

Also Read: Debunking 5 common misconceptions about product-market fit

This is clearly a dysfunction at the strategy level, preceding execution and its effectiveness in implementing strategy. I call this the “Strategy Gap, ” and a deep coverage follows in my book.

Both are “selling insurance D2C,” but require different product marketing of benefits, different insurance products in the experience, and most crucially, different onboarding experiences to get them from defining their needs and evaluating their options to becoming paying users.

N.B. The three gaps are not to be confused with the Top of Funnel, Middle of Funnel or Bottom of Funnel. The three gaps are the strategy lens that complements the customer journey lens that the Enhanced Pirate Metrics cover.

Lack of cohesive communication

“Silos belong in farms, not in firms.”

Infrequent interactions or misaligned goals between the Product and Marketing can lead to fragmented strategies, potentially jeopardising customer retention in the ToFu stage. When product and marketing narratives diverge, strategic inefficiencies sprout. Entire feature sets may be wasted, and weeks or even months of work can be lost if CMOs and CPOs don’t sit next to each other. Fortnightly syncs just don’t cut it when a startup is moving at the pace it should.

Likewise, campaigns may acquire users unlikely to convert or segments that have high rates of churn, leading to low Return on Advertising Spend (ROAS) and misgivings that marketing is spending advertising but failing to drive revenue.

Different success metrics

When one eyes product innovation and the other targets market penetration, harmonising visions become a tall order. While a CPO might be tracking product retention and features, the CMO might be gauging success by market reach, traffic to a page and brand resonance.

Within the four fits lie tradeoffs that leadership must make deliberately.

For example,

• a focus on profitability vs quantity of users,
• shorter time to revenue vs longer but larger deals etc.

What are the four fits in the overall business model?

Market product fit

This is about finding the right audience before perfecting the rest of the fits. Before even beginning with the product, companies must identify their audience. A lack of clarity here can result in product features that don’t match the needs of the intended audience. From a marketing perspective, the benefits might be communicated in terms that don’t resonate with the target niche.

Product channel fit

A product must fit into its marketing channel like a key in a lock. It’s a two-way street: the product must be built keeping in mind where it will be marketed. In the absence of this fit, the product can seem out of place, leading to subpar engagement or retention rates.

Channel model fit

This revolves around the economics of marketing. If there’s no alignment between the ARPU (Average Revenue Per User) and CAC (Customer Acquisition Cost) with regard to the chosen marketing channel, the results can be economically unsustainable.

Model market fit

Ensuring that the business model aligns with the market’s potential is essential. If the market potential doesn’t support the business model, the company might not achieve its revenue goals, regardless of product quality or marketing prowess.

The risk of misalignment

When marketing and product teams don’t have a precise understanding of these fits, both brand and product marketing can go astray. A misaligned brand position may cast too wide a net, failing to appeal to the intended niche.

Also Read: Achieving product-market fit: The ultimate guide to growth, strategy and positioning

Inconsistent messaging, a gap between promoted benefits and delivered features, or products not tailored for specific niches all stem from this lack of alignment. Essentially, a misstep in understanding and implementing the Four Fits can be a costly mistake, leading to churn, wasted resources, and missed opportunities.

This is particularly evident when users experience message mismatch in registration and onboarding flows. As much as 90 per cent of users download an app and never open it a second time, and misalignment is a significant contributor to this.

“With misalignment, you never know if strategy or execution led to missed targets; and no, there is no clarity in the next steps.”

The Four Fits play a pivotal role in ensuring seamless alignment between a company’s product (CPO’s domain) and its marketing strategies (CMO’s domain).

Optimising through CPO-CMO collaboration

Unity in strategy brings consistency in messaging. Avoid the Strategy Gap.

“Alone we’re smart. Together we’re brilliant.”

Unified messaging

A genuine reflection of the product’s value in marketing campaigns is non-negotiable. It’s the bridge between promise and delivery. It’s imperative for marketing campaigns to mirror the true value proposition of the product, ensuring consistent communication with potential customers.

Regular collaboration

“Encouraging a rhythm of regular inter-departmental sync-ups ensures alignment, fostering mutual objectives and shared success. Promoting a culture where product and marketing teams engage in consistent dialogue ensures strategic alignment, minimising potential missteps.

Shared feedback mechanisms

When feedback flows freely between departments, it nurtures an environment ripe for joint strategy adjustments. Implementing a joint feedback system ensures agile strategy modifications based on real-time insights, paving the way for continuous improvement.

Pirate Metrics and awareness

The well-regarded AARRR (Acquisition, Activation, Retention, Referral, Revenue) framework, i.e. the Pirate Metrics, offers a deep dive into customer engagement. But to truly capture the essence of customer engagement, we must preface it with “Awareness.” After all, before acquisition even begins, a potential customer first becomes aware of a brand or product. So let’s think of it as the Enhanced Pirate Metrics or AAARRR.

Final thoughts

ToFu isn’t just a phase; it’s the cornerstone of the customer journey. Its proper understanding and optimisation set the stage for all downstream interactions. The fusion of CPO-CMO perspectives, steered by causality frameworks, is indispensable for reducing early-stage churn and fostering lasting customer relationships.

For those keen to delve deeper into the intricacies of ToFu optimisation, seeking expertise in causality frameworks can be a game-changer. Stay tuned for our next instalment, where we’ll uncover more secrets of effective customer acquisition.

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This article was first published on August 21, 2023

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Build Your Startup’s Foundations: Strengthening Business Fundamentals Before Scaling and Fundraising

The panel discussion at Echelon Philippines 2024, titled ‘Build Your Startup’s Foundations: Strengthening Business Fundamentals Before Scaling and Fundraising’, offered insights into the critical elements of establishing a successful startup.

Moderated by Natasha Bautista, Head of Growth Marketing and Corporate Relations at 917Ventures, the session featured industry experts Kristine Claire Ongcangco, Founder and CEO at Parlon; Mathieu Sneep, Co-Founder and Chief Business Officer at Tablevibe; Luis Sia, Chairman and Co-Founder at PayMongo; and Don Pansacola, CEO and Co-Founder at NextPay.

Watch the session video above to learn more about these insights and the strategies shaping the future of entrepreneurship.

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The post Echelon Philippines 2024: Expert panel on building a strong foundation for startup success appeared first on e27.

If you google cyberbullying, you’ll find page after page of articles advising parents on how to best protect their kids from cyberbullying and bullies. Almost all of them wax eloquent about the importance of open, honest communication with kids. There is plenty of common advice on how to recognise bullying, not give in to peer pressure, and understand – deeply – that nothing ever dies once it’s in cyberspace.

After all, even innocuous things can take on a life of their own and digital footprints from a lifetime ago can come back to haunt the child in adulthood long after they’ve outgrown the beliefs their younger selves swore by what children must never, ever share online, no matter how strong the temptation to be cool and, of course, sounding alarm bells to trusted adults who will address the problem without judgment or victim-blaming.

All of this is good advice.

As a technologist, I have a lot of empathy for those of us trying to raise children in the age of unfettered access to the internet and deep fakes so good they can blur the boundaries between what’s real and manufactured even for the most discerning eye, let alone vulnerable.

As a father and an educationist, I feel helpless rage, profound sadness, and, admittedly, a lot of fear every time I read about ‘trends’ like sextortion (extorting sexually coloured, explicit content in the form of writing, photos, or videos by threatening to reveal embarrassing information about someone online) among teens.

It’s hard to imagine that the very AI we’re using to make education a level playing field for kids around the world is being used to target the very kids we’re trying to help. But here we are.

As important as it is to educate kids sufficiently to prevent them from being cyberbullied, I think we’re missing one crucial piece in the online safety jigsaw puzzle: Are we doing enough to ensure our kids don’t become the bullies that other kids need to be protected from?

It’s an uncomfortable, jarring thought. Every parent tries (as far as possible) to model kindness, compassion, and social responsibility for our kids. We worry endlessly about our children’s moral centre and value system and guilt ourselves to death for every misstep. No one wants to think – let alone see – their kid as someone so dangerous that other kids need active protection from them.

Also Read: Cybersecurity in Asia: Trending toward a safer digital future

And yet, if UNICEF research is telling us that about 30 per cent of teens and tweens across 30 countries have been bullied online, 20 per cent have even skipped school due to it, and 80 per cent of children in 25 countries have at some point have felt that they are in danger of online sexual abuse or exploitation, someone must be on the sender’s side of those missives of online terror, right?

As someone who interacts with children as young as six all the way up to almost-adulthood, there’s one thing I want all parents to know: Although it might often seem like it by the constant need to compete and keep up due to the incessant noise on social media, Dear Parents, your children are not your personal report cards.

And here’s another: Being a cyberbully does not make a child awful or irredeemable, inherently. It just makes them someone who made a mistake and needs help course-correcting.

In an ideal world, our kids would learn and model their behaviour only on that which we want them to learn and retain. They’d be able to filter out all the harmful noise around them and have our sense of right and wrong encoded in them like it’s part of our shared DNA.

But that’s an unrealistic expectation to have. We know that the prefrontal cortex is the part of the brain that controls impulsiveness and decision-making. We also know that it is one of the last parts of the brain to develop, and the process of development continues well into adulthood. It’s largely the reason teenagers behave erratically, because the emotional centre of their brain is maturing faster than the reasoning part.

As someone who also interacts with parents day in and day out, I can’t tell you the number of times I see parents personalising even the idea of ‘failure’ in their children. Almost like it’s an indictment of their upbringing.

It’s good to assume responsibility for your children’s actions – as parents, we are, after all, their foremost teachers. But it’s wrong to turn this responsibility into a burden that doesn’t allow kids the space to make mistakes and learn from them.

I see this all the time: Warning signs that could have been caught – should have been caught – get ignored because we don’t want to see our child having failed at being ‘good’, which, by extension means we have failed at being good parents as well.

Also Read: Understanding cybersecurity threats: What you need to know to stay safe

I can also tell you this: Once we’re able to reframe the narrative around our kids’ mistakes, it becomes so much easier to prevent them.

An unspoken rule at BrightCHAMPS, across all our countries and verticals, is to ensure that our students and their parents or other primary caregivers are socialised in how to avoid bullying, both as the receiver and the perpetrator.

Oddly, not being a bully requires a lot of the same kind of work and educating that not being bullied does:

• How to recognise bullying: Many bullies don’t know they’re being bullies because when you’re young and impetuous it’s hard to discern the balance of power and the difference between banter/joking and picking on someone. It’s hard for kids to understand how their words are affecting the person receiving them. So recognising bullying needs to be a conversation not just from the POV of how you feel when you hear someone say something nasty to you, but also practising active compassion on how your words are impacting the ones you’re saying them to.
• Not giving in to peer pressure: In addition to what I said above, I’ve seen that sometimes bullying happens not due to personal dislike for the child being bullied, because it’s easier to fall in line with the popular kids than do/say things that could make you their target. Being a teen is hard, being a teen making waves and challenging what’s popular is harder. In my experience what works and is practical is to create avenues for kids to alert adults without being caught in the crosshairs or becoming a “hero”. Most kids are terrified of the tide of popularity turning against them.
• Making mistakes and taking responsibility for them: This is the hardest part – letting kids know that at the end of the day, cyberbullying is a mistake that can be corrected, while doing everything we can to ensure that our kids don’t actually make them. How do we tell them that they will be loved, accepted, helped, and not judged even if they do end up faltering while also teaching them the gravity of making this mistake? It’s a constant conversation, and one that is successful only when kids believe that they will not be instantly branded as bad, evil, or problematic the instant someone ‘finds out’. Mistakes become crimes when they keep trying to cover it up with escalating acts of cover-up to prevent being ‘caught’. Missteps become permanent personality traits when children fear rejection.

To sum up, I can only say that there is no silver bullet cure to the problem of cyberbullying. And with more sophisticated tech tools that can become a nuisance for all of us parents when the right tools meet the wrong intent, the reality is that cyberbullying isn’t going anywhere.

Our best hope is acknowledging that there are two sides to every problem and that sometimes our kids might find themselves on the creator’s side instead of the victim’s side. And have a plan on how to walk them back from this dangerous ledge.

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