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Digital Marketing Firm Insider Opens Taiwan Office to Expand in Asia Pacific

蔡仁譯攝影

Digital marketing company Insider has set up a Taiwan office to reach more customers around the Asia Pacific.

The London-based company opened its office in Taipei in the third quarter of 2017, a company co-founder told Business Next. The Taiwan office gives Insider a central location in Asia while putting it close to a vibrant group of potential Taiwanese clients.

Most Taiwanese B2B and B2C marketers see personalization in marketing as a critical ingredient in impressing customers. Taiwan boasts a fast-growing digital marketing scene.

The firm has offices as well in 13 other cities including eight in East Asia.

The 6-year-old company said in the interview with Business Next said it was keen on Asia because of the fast-growing market.

Insider uses digital marketing to launch data-driven campaigns. It relies as well on predictive segmentation, a way of grouping people or organizations according to similar profiles or purchasing patterns. Insider’s predictive modeling is powered by artificial intelligence.

Among its clients are UNIQLO, Singapore Airlines, Lenovo, Ticketmaster, New Balance and Avon.

Marketers on its roster can use the Web and mobile apps to reach their own customers.

The company uses its own InOne platform to market and predict buyer behaviors, said Jayson Chen, an Insider digital marketing consultant based in Taipei. Insider’s services are geared toward marketers at small and medium-sized companies across sectors, he said.

Insider was listed among the 100 Hottest Startups in 2016 and 2017 by Wired Magazine and won a Red Herring Top 100 Europe spot in 2017.

Marketing trend

Many companies worldwide have turned to digital marketing to stand out against peers for customer service.

In a 2017 survey of marketing and business leaders by Researchscape International, 96% of respondents said personalization helps advance customer relationships and 88% that their customers or would-be customers wanted a personalized experience.

Slightly more than half of about 1,000 Americans surveyed for the “The 2017 State of Personalization Report” by customer data platform Segment expect to receive a personalized discount within 24 hours of identifying themselves, and 32% expect a discount after one hour.

Despite this momentum, many retailers do not personalize messages to their customers. The 2017 Segment survey also found that only 22% of consumers find their retail shopping experience to be highly personalized.

News source is from Business Next.