Top AI strategies for Southeast Asia’s mobile marketers
Transform your digital marketing strategy in Southeast Asia with the power duo: AI and smartphones. Leverage hyper-personalized content, interactive ad formats, and dynamic experiences to engage your audience like never before. Dive in to discover strategies for fuelling growth across key touchpoints on mobile, while ensuring responsible AI usage.
Just a few years ago, generating text, images, and full-length videos at the tap of a button seemed like a distant dream. But today, thanks to rapid advancements in artificial intelligence (AI), this is only a drop in the ocean. Think smart chatbots that do not just respond, but also engage, and browsers that act as intuitive companions on your digital journey.
In Southeast Asia, the AI revolution is gaining steam, with a market growth rate of 40.8% annually between 2021 and 2026. Brands and marketers are tapping into its potential to connect with diverse audiences, and the smartphone stands at the center of this transformation. The combination of AI and smartphones is reshaping digital marketing, opening up a world of opportunities. Here, we explore how to leverage this power duo across key touchpoints on mobile to fuel growth in the current digital era.
The first touchpoint on mobile: AI-powered smart lock screen
The lock screen is where it all begins. It is the gateway to the mobile experience, making it a prime real estate for advertisers. Wondering how you can craft AI-led experiences here? An AI-powered lock screen like the Glance smart lock screen can enable app-less content discovery for users, with a single tap.
Below, we let you in on its powerful possibilities.
Hyper-personalized content
Harness the power of AI to analyze audience preferences and behaviors, enabling hyper-personalized content without the need to unlock the phone. What your audience gets: experiences that are tailored just for them and resonate on a deeper level. What is in it for you? Hyper-engaged consumers, top-of-mind awareness, and strong brand connections.
Interactive ad formats
AI can significantly uplift engagement, ultimately boosting brand connections. Craft interactive ad formats that encourage audience participation, such as a single tap to reveal special offers. Or quizzes where AI picks facts and generates questions and answers, selects images, validates them, and inspires action.
Contextual and seasonal experiences
Tailor experiences to your audience’s current context, such as the time of day, location, or weather conditions, and utilize AI to generate seasonal or holiday-themed content. For example, a coffee brand’s ad might appear in the morning when users are most likely to crave a cup, whereas a fashion retailer can showcase winter clothing during colder months. This will help make the content timely and relevant, driving higher engagement.
Content liquidity
Leverage AI-powered recommender systems that create dynamic content pools by transforming existing content into new, engaging formats. These are based on past consumer preferences and improve overall content liquidity to cater to a large set of audiences.
In-app ads: Engaging your audience where they are
While your audience navigates through various apps, seize the opportunity to powerfully introduce your product or brand using AI. Here is how you can take your in-app ads to the next level.
Create with AI-generated image assets
Crafting high-quality visuals at scale can be daunting. AI-generated image assets provide a game-changing solution, enabling brands to produce diverse, stunning visuals effortlessly. Elevate your campaigns with imagery that stands out and speaks to your audience.
Tune in to the power of AI-generated music
Music is not just background noise; it is a powerful emotion-evoking tool that leaves a lasting impression. AI-generated music offers customizable, dynamic soundtracks tailored to your campaigns and target audiences. Set the perfect tone and make your brand unforgettable.
Revolutionize interactions with AI chatbots: Customer support is a cornerstone of consumer experience. AI chatbots are transforming brand interactions by providing instant, personalized responses. Deploy them in your ad campaigns to engage your audience in real-time, enhance their experience, and build lasting relationships.
Riding the AI wave with responsibility
While it holds true that consumers now crave tailored experiences made easier by AI, there is a non-negotiable for every holistic marketing strategy: data privacy. 92% of Southeast Asians surveyed by IAB SEA+India said they fully understand, or think they understand what data privacy means.
Navigating the AI landscape while maintaining transparency and trust is essential for building lasting relationships and faith.
How can you ensure privacy-first marketing?
- Communicating data usage: Clearly communicate how audience data is collected, stored, and utilized.
- Algorithm transparency: Explain how AI algorithms work and their impact on individuals.
- Transparency about AI usage: Be transparent about when and how AI is used in processes and decision-making.
- Ethical practices: Embrace strong consent management mechanisms to ensure ethical data practices.
The future is now
As AI intertwines with every facet of marketing, from content creation to adaptive strategies, marketers are empowered to stay agile in the face of rapidly changing trends.
The future of mobile advertising is here, and it is powered by AI. We, marketers, have only just begun to scratch the surface.