Hello, readers. Here at Marketing In Asia (M.I.A), we are always eager to bring you the latest insights from the frontlines of business and marketing in Asia. Recently, we got a chance to have an in-depth conversation with Margaret Y.C Chang, Regional Head of SMB at GrabAds, to discuss their new Marketing Manager platform.
Empowering SMBs with Audience Targeting Tools
A major challenge SMBs face is the ability to reach the right audience effectively. The new platform is a game-changer, offering two unique ad targeting capabilities for SMBs: Smart Targeting and Advanced Targeting.
“Smart Targeting leverages Grab‘s data, automatically selecting the target audience most likely to yield results,” says Margaret. “In contrast, Advanced Targeting puts the power in the hands of the SMBs, enabling them to manually define the audience segments they want to engage with and allocate budgets accordingly. Over 60 customisation options, including age, demographics, food preferences, and financial services usage, ensure precision targeting and more effective engagement with customers.”
This dual capability ensures SMBs can cater to smaller consumer groups with messages likely to resonate better, thereby driving sales or enhancing brand discovery.
Controlling Ad Visibility and Reach
Beyond audience segmentation, Marketing Manager provides businesses with comprehensive control over when, where, and how their ads are displayed.
Merchants can manually specify ad run timings to align with outlet opening hours, limit how many times their ad is shown per day or hour, and choose where ads should be placed.
Margaret
The platform also caters to merchants with multiple outlets, enabling them to choose which Grab store(s) to drive traffic to, and automatically showing ads to consumers within the delivery area of specific stores. This ensures that ads are shown only to people who can actually order from a specific outlet.
Insights and Real-Time Tracking
Real-time reporting is a key feature of the Marketing Manager platform. Merchants are given access to a reporting dashboard that provides valuable real-time insights on ad spend, impressions, and click-through rates.
“With these insights, SMBs can immediately fine-tune their ad strategy. For instance, they can edit the creative copy across different ads to align with the best-performing language,” says Margaret.
Also read: Groundbreaking ASEAN Film Festival Debuts in Hong Kong this August: A Landmark Event by Hong Kong-ASEAN Foundation
Expanding Marketing Manager Beyond Southeast Asia
Currently, Marketing Manager is available across Singapore, Thailand, Malaysia, The Philippines, Indonesia, and Vietnam. However, the potential for expansion beyond these regions remains an exciting prospect. As we know, each new market comes with its own set of challenges and opportunities – we’ll keep you updated on any further developments in this space.
GrabAds’ Marketing Manager platform seems like a powerful tool to enhance the visibility and reach of SMBs. With precise targeting, comprehensive control, and insightful reporting capabilities, it empowers SMBs to optimise their ad campaigns effectively.
So, SMBs, are you ready to take control of your marketing strategy?
Here at M.I.A, we’ll continue to bring you exclusive interviews and insights from key players in the Asian market, so stay tuned!
