Anju Jayaram’s Post

Daniel Menges continues his 2024 reflection series, focusing on marketing effectiveness across the region. In this second post, he explores how local brands, social commerce innovations, and smart personalization strategies delivered remarkable results in 2024. Follow Daniel Menges for the final part of his regional insights series.

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗧𝗿𝗲𝗻𝗱𝘀 𝗧𝗵𝗮𝘁 𝗪𝗶𝗹𝗹 𝗖𝗵𝗮𝗻𝗴𝗲 𝗘𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗶𝗻 𝟮𝟬𝟮𝟱 2025 is just around the corner, and the marketing world is gearing up for some transformative shifts. 🚀 These trends will define how brands connect with their audiences. Here’s what you need to know: ✔️ 𝗜𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝘁 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 By 2025, personalization won’t be a luxury—it’ll be an expectation. AI and machine learning will enable brands to deliver highly tailored messages based on consumer behavior. ✔️ 𝗜𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝘃𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 Quizzes, polls, and other interactive formats will become essential for capturing attention and driving engagement. Passive content? That’s a thing of the past. ✔️ 𝗔𝘂𝗱𝗶𝗼 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗚𝗿𝗼𝘄𝘁𝗵 Podcasts and voice assistants will dominate, offering immersive experiences that fit seamlessly into busy lifestyles. ✔️ 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 Authenticity and emotional resonance will take center stage. Storytelling and shared values will create campaigns that truly connect on a personal level. ✔️ 𝗥𝗶𝘀𝗲 𝗼𝗳 𝗦𝗼𝗰𝗶𝗮𝗹 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 Social media platforms will revolutionize shopping, blending entertainment with commerce through integrated buying features. ✔️ 𝗘𝗰𝗼-𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 Consumers will expect brands to lead the way on sustainability, demanding transparency and meaningful environmental action. ✔️ 𝗔𝗜 𝗶𝗻 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗦𝗲𝗿𝘃𝗶𝗰𝗲 Advanced chatbots powered by AI will transform customer support, delivering seamless experiences and anticipating customer needs. ✔️ 𝗚𝗮𝗺𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻 Gamified experiences like loyalty programs and contests will keep consumers engaged and coming back for more. ✔️ 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 𝗶𝗻 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 The era of authentic influencer partnerships is here. Consumers are looking for genuine connections, not just paid promotions. 🎯 Your Turn! Which trend excites you the most? Let’s discuss in the comments below! 👇 https://lnkd.in/eMgRZFN2 #MarketingTrends #2025 #Innovation #AI #CustomerEngagement #Sustainability #SocialCommerce

"Best practices" in DTC can be dangerous. Follow them blindly and you’ll hit dead ends or miss major opportunities. “Best” doesn’t really mean “best” here. It means “common”. Here’s how “uncommon practices” have helped us scale beyond $80M → I actually learned this lesson before launching Obvi. The best practice career path for an accountant at Deloitte? Stay 5 years, make manager, aim for partner. That was my father's path for 30 years at E&Y. Instead, I left after a year to join a supplement startup. It seemed like a crazy leap of faith at the time, but it changed everything for me. That pattern of questioning "the way things are done" has defined our success→ Brand Positioning: Practically all branding in health and wellness supplements was stuffy, drab, and straight ahead. In a word, boring. So we made Obvi bright, flavorful, tasty, and fun. Zagging when everyone else zigged is how we built a super high-growth company. Marketing: Customer acquisition is more challenging than ever. Everyone preaches "go broad" on Meta these days (even Meta.) But when our performance started sliding not too long ago, we had to dig deeper. Turns out our pixel was training on the wrong audiences. Meta wasn’t able to prospect effectively, circling the same bottom-funnel pool. "Going broad" was actually making things worse. So we broke the rules again: New pixel, new website, and data-enriched audience targeting (via Proxima). Result? Better CPA, better ROAS, and a renewed ability to reach the right customers. Since onboarding, we’ve been able to scale our Meta spend +2x. We now drive 50% of our nearly $1M monthly ad spend to data-enriched audiences from Proxima. The change-up saved our account and maybe the company, but we wouldn’t have found it just by sticking to the basics and trusting the system. Supply Chain: The "best practice" in supplements → Buy ready-made products from manufacturers. It's simpler, faster, less risky. We chose complexity instead - buying raw materials ourselves and controlling formulation. More operational headaches? Absolutely. But better margins, quality control, and ability to innovate. Best practices should only be the START of your execution and analysis. Not the end. Because winning in this game isn't about following playbooks. It's about understanding them deeply enough to know when they're holding you back. Also - Check out the comments for an awesome offer from Proxima 👇

🎉 YASO’s latest report, Gardenomics: Harnessing the Power of Social Commerce in China’s Beauty Sector, is featured in Jing Daily by Adam Doffman. As Chinese consumers demand localised, innovative marketing, global beauty brands must adopt bold tactics or risk losing to local competitors. Drawing from insights in the report, we shared four tactics for mastering China’s social commerce. Here’s a quick look: 1️⃣ Localize product naming with research L’Oréal’s Revitalift Eye Cream was renamed ‘purple flat iron (紫熨斗)’ based on consumer feedback, highlighting its power to lift eye wrinkles like an iron. This distinctive name immediately gained traction across social platforms. 2️⃣ Consider niche integration through gaming and mini-dramas Kiehl’s 2023 collaboration with Genshin Impact — a popular game featuring nature elements that align with Kiehl’s natural ingredients ethos — helped boost brand visibility. 3️⃣ Use content storytelling to resonate In 2021, SK-II expanded its storytelling efforts through its film studio, SK-II Studio, releasing short films like The Center Lane, which tells the story of a competitive swimmer returning to her passion. 4️⃣ Evolve your livestreaming approach Beyond major shopping events like Singles’ Day, brands like Aesop have found success in streaming on niche occasions, such as International Women’s Day. Livestreaming has become a cornerstone of social commerce. You can find links to Jing Daily’s feature and a free copy of our Gardenomics report in the comments—let us know your thoughts!

"Have you ever wondered what marketing trends are flying under the radar in 2024? While AI might be stealing the spotlight, there are plenty of unsung strategies that deserve attention too. We tapped into insights from several CMOs to explore these trends and why they matter. 👉 **Experiential Marketing**: According to Manu Orssaud, CMO of Duolingo, audiences crave authentic brand interactions. Investing in experiential marketing and live events can foster real connections, often creating a more significant impact than digital ads. It's a bold strategy that has shown great promise for brands like Duolingo. 👉 **Community and Customer Feedback**: Stephanie Perdue of Chipotle emphasizes the power of listening. Engaging with your community and valuing their feedback isn't just about data collection; it's about building true advocacy and loyalty. When brands genuinely connect with their audience, the return on investment can be profound. 👉 **Storytelling**: As Selby Drummond from Bumble puts it, unique, original content can set your brand apart. Moving beyond clickbait to offer longer narratives builds depth in brand conversations and reveals the human side of your brand. 👉 **Live Shopping and Interactive Ads**: Cathy Oh from Samsung Electronics highlights the transformation in audience engagement. Interactivity through platforms like live shopping can create dynamic and meaningful connections, offering untapped opportunities for brands. 👉 **Multicultural Marketing**: Sylvia Shubert from Novo Nordisk stresses the importance of inclusivity. Meeting audiences where they are, particularly marginalized communities, ensures relevancy and relatability in marketing efforts. Let's embrace these overlooked trends, adapt, and innovate to create more meaningful connections with our audiences. What's your take on these 2024 marketing trends? #Marketing2024 #BrandStrategy #CustomerEngagement Source: Marketing Brew "

In the dynamic landscape of marketing, product activations have emerged as a powerful tool for brands to connect with consumers in meaningful ways. Read more... #marketing #activations #brandelevation

Marketing in the Cosmetics Industry: Insights to Revolutionize the Sector I’ve just completed an amazing course on marketing in the cosmetics industry, and the insights gained have been truly transformative. One of the key takeaways was the importance of embracing authenticity and sustainability. Modern consumers seek more than just products; they want brands that share their values and are transparent in their practices. Creating campaigns that reflect these values not only builds genuine connections but also strengthens brand loyalty. Additionally, the course emphasized the significance of personalization. With advances in technology and access to detailed data, we have the opportunity to offer truly unique and personalized shopping experiences. Understanding individual customer preferences and adjusting our marketing strategies to meet these needs can make a huge difference in campaign effectiveness. Another essential point discussed was the power of social media. Using these platforms to create engaging content and interact directly with the audience not only extends the brand’s reach but also strengthens connections with consumers. It’s a powerful way to build a community around the brand and create a significant impact. I’m excited to apply these innovative concepts to marketing in the cosmetics industry and explore new ways to create impactful experiences.

🧠Neuromarketing Tip: Surprise your audience to boost engagement! 💡 Unexpected elements in your marketing can trigger dopamine release, leading to better attention, stronger memories, and positive brand associations. From creative ads to unique customer experiences, strategic surprises can set your brand apart. Read the full article at https://lnkd.in/eGEYKsRY #NeuromarketingTips #MarketingStrategy #neuromarket #ConsumerEngagement

Cultural Intelligence is the Future of Marketing—Adapt or Get Left Behind With the rise of global e-commerce making it easier than ever to sell across borders, the future of sustained growth hinges on one key factor: culturally intelligent marketing. Without it, businesses risk losing relevance in diverse markets. In fact, your long term future profitability depends on it. Five ways to leverage cultural intelligence in 2025: → 1. Understand local nuances Understanding local customs, traditions, and values can make or break your marketing strategy. Dive deep into cultural research to tailor your message. 🔘 Example - A global beverage company successfully launched a campaign in India during Diwali by incorporating local themes of family, light, and celebration in their advertisements. → 2. Diversify your content A one-size-fits-all approach won’t suffice. Create diverse content that resonates with different cultural groups. This demonstrates respect and understanding. 🔘 Example - A streaming service created region-specific subtitles and dubbing for a blockbuster film, ensuring it appealed to audiences in Latin America, Southeast Asia, and the Middle East. → 3. Collaborate with local influencers Influencers who understand the local culture can help bridge the gap between your brand and the audience. Their insights are invaluable. 🔘 Example - A skincare brand partnered with a popular South Korean beauty influencer to introduce their products in the Korean market, leveraging her credibility and local knowledge. → 4. Adapt your visuals Images and symbols carry different meanings in different cultures. Ensure your visuals are culturally appropriate and sensitive to avoid any missteps. 🔘 Example - A fashion brand replaced images of shoes on desks in their campaign in Japan, as it’s considered disrespectful in Japanese culture, thereby avoiding potential offence. → 5. Monitor and adapt Cultural trends evolve. Keep an eye on these changes and be ready to adapt your strategies accordingly. Flexibility is essential. 🔘 Example - A global food brand updated their menus to include plant-based options in response to the growing vegan movement in various countries. Remember: Cultural intelligence isn’t just about avoiding mistakes; it’s about creating meaningful connections with creative that resonates with diverse audiences. At Growth & Brains, we specialise in helping businesses and creators navigate the complexities of global e-commerce. By crafting culturally intelligent strategies, expanding your reach across borders, and fostering impactful brand collaborations, we’re your trusted partner for long-term success. 📩 Ready to future-proof your brand? Let’s connect and develop a tailored plan to grow your business with cultural intelligence at its core. #CulturalIntelligence #GlobalMarketing #EcommerceGrowth #DigitalStrategy #BrandCollaboration #MarketingInnovation #BusinessSuccess #FutureProof