Digital product marketing: the role of AI and new technologies

How innovation is transforming digital product marketing in Asia Pacific  

The Asia-Pacific (APAC) region is strongly adopting new technologies that are transforming digital product marketing. According to the PwC 2024 Digital Trust Insights report, 84% of APAC executives believe that generative AI will catalyse new lines of business in the next three years, opening up new digital marketing opportunities for businesses.

AI is changing approaches to customer experience, content creation and distribution. In a digital communications environment, users become active participants in brand interactions, not just consumers. The technology allows marketing strategies to adapt to modern demands. This is happening through the introduction of personalised content and automated customer interaction systems.

AI and Web 3.0 role

The strategy for driving digital products in APAC focuses on intelligent technologies. As experts point out, generative AI has a number of benefits:

• simplifying content creation;
• campaign planning automation;
• audience behaviour analysis and much more.

However, it is important to remember that it does not replace human expertise. AI-generated content often needs tweaking and revision.

Hilary Chiu, regional head of digital product-to-market at PwC, stresses that AI can shape basic marketing communications. However, effective personalisation and localisation require in-depth market knowledge. Cultural differences between APAC countries require a tailored approach to content development and advertising strategy.

The evolution of the Internet from Web 1.0 to Web 3.0 has changed the approach to digital product marketing. Users used to be passive consumers of information and then active participants in social networks. Today, however, they are becoming content creators and owners. As Hilary Chiu notes, in Web 3.0, the audience plays a key role in shaping trends. The audience influences purchase decisions, requiring brands to develop new engagement strategies.

Key skills for digital product marketers in APAC

To successfully promote digital products, marketers in Asia Pacific must possess the following skills:

• an understanding of how AI works and its application in marketing strategies;
• skills in creating and distributing personalised content;
• ability to analyse data and predict audience behaviour;
• experience with digital communications and multi-channel platforms;
• knowledge of marketing localisation in different countries in the region.

PwC emphasises that staff training is becoming a critical success factor. The competent use of new tools requires the development of digital skills, which increases the effectiveness of marketing campaigns. Companies need to invest in training. This requires providing them with the necessary knowledge to work with AI and other innovative solutions.