The transformative impact of generative artificial intelligence (AI) on marketing throughout 2023 has left an enduring mark, offering marketers the capability to achieve more while optimizing costs and expediting time-to-market.

According to Kat Warboys, Senior Marketing Director for Asia Pacific, HubSpot, AI is slated to maintain its pivotal role as the “ultimate marketing assistant” in 2024. It will continue to support a spectrum of tasks, ranging from daily administrative work to the creation of high-quality, personalized content.

In tandem with this, several key trends are anticipated for the upcoming year:

• Social Commerce Takes Center Stage: SEA, known for avid social media users, is witnessing social commerce emerge as the top-performing marketing channel. Marketers are set to invest heavily in influencer partnerships, social selling tools, and frictionless, in-app shopping experiences.
• Short-form Video Dominance: Platforms like TikTok, Instagram, and YouTube are predicted to experience significant growth in 2024. Short-form videos, known for providing the highest ROI in social media marketing, continue to engage SEA’s digital-first audience effectively.
• Micro-Influencers Remain Influential: Over half of Southeast Asians follow influencers on social media, impacting purchasing decisions. Marketers in SEA are expected to continue collaborating with micro-influencers in 2024, capitalizing on cost-effectiveness and access to engaged and loyal communities.
• Navigating Post-Google Cookie Phaseout: In response to Google’s third-party cookie phaseout, marketers in SEA are turning to social media targeting and first-party data as alternatives. This shift, complemented by AI content development capabilities, enhances customer experience, relevance, and potentially conversion rates.
• Unified Data for Marketers’ Success: Acknowledging challenges arising from siloed data and workflows, marketers in SEA are working towards a single source of truth. Integrating data with tools like Customer Relationship Management (CRM) platforms helps streamline workflows, boost alignment, and automate processes.

Marketers in SEA are urged to stay informed and adaptable, incorporating emerging technologies and channels into their strategies this year. Success in the digital-first economy hinges on staying ahead of industry developments and meeting evolving customer expectations.