The evolution of digital commerce across Southeast Asia has been swift. And, not surprisingly, ad spending has kept pace with this growth, as marketplace operators and brands look for ways to reach and acquire customers. 

However, the digital advertising industry is transforming, with consumers rightfully demanding more control over their data, even as they seek tailored and personalised content. In fact, one study by Accenture found that 91% of consumers say they are more likely to shop with brands that provide relevant offers and recommendations—and 97% are concerned about protecting their data. 

What’s changing and how can brands prepare? 

Over the last few years, there have been significant regulations put in place across the world to regulate how people’s data is used by businesses. From Apple’s operating system privacy updates to web browsers eliminating third-party cookies – marketers will need to find new ways to target their audiences. 

With 83.7% of the global internet traffic affected by changes to third-party tracking, the ramifications are significant. 

At Baozun Asia we are constantly on the lookout for new ways to help our clients understand these shifting consumer habits so they can stay ahead of the curve. 

With a brand’s objectives and goals as the starting point, we think about using customer behaviour data in a way that supports broader privacy and data transparency efforts. For customers to willingly share their data, brands must focus more on the customer experience and less on advertising. Give customers back control by allowing them to choose whether, when, and how they interact with your brand. To maximise the potential of distributed storefronts, use zero and first-party data collected directly from the customer. 

Equally, there must be a concerted effort to maintain transparency about how customers' data is used while respecting their privacy and ensuring that the data is only used to track behaviour and personalise experiences. CRMs are a good example of this because they help marketers collect data with consent, analyse it, and engage with their customers in more meaningful and less intrusive ways. 

Instead of cookies, some marketers are using unobtrusive tracking alternatives such as pixel tags and web beacons in their advertising campaigns. In either case, brands and retailers must recognise the value of maintaining control over customer data to improve customer experience and business performance. 

Moving forward, consumer expectations will continue to rise as they experience omnichannel shopping experiences. In this environment, it’s crucial for brands and retailers to re-evaluate their marketing strategies to acquire new customers, and strengthen relationships with existing ones.  

Are you ready to pivot your digital marketing strategies? Drop us a line to speak to our team of digital marketing experts.