Why behavior-based targeting delivers results in Southeast Asia

This event report discusses how brands can target online consumers in Southeast Asia by tracking the behaviour of similar groups living in various nations, rather than segmenting by - and within - countries.

Why behavior-based targeting delivers results in Southeast Asia

Low Lai Chow

Since it was founded in Singapore two years ago, Zalora has rapidly grown into one of Southeast Asia's leading online fashion retailers – to the extent that it is now has a presence in Brunei, Hong Kong, Indonesia, Malaysia, the Philippines, Thailand and Vietnam.

Patrick Steinbrenner, Zalora's regional director of onsite marketing, told delegates at eTail Asia – a conference held in Singapore – that despite the differences between these markets, some common opportunities do exist. "There are several things you can use across borders. If you are able...

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