Cheryl Goh, the lead marketer at Southeast Asia-based taxi booking app GrabTaxi, said brands aiming for growth in the region must hire “awesome locals” to understand market nuances.

GrabTaxi operates in 18 cities across six markets, including Malaysia, Thailand, Vietnam, Indonesia, Singapore and the Philippines, and claims to have over 500,000 active users of its mobile app. The brand is called MyTeksi in its domestic market of Malaysia.

Speaking exclusively to M&M Global, Goh – group vice president of marketing at GrabTaxi – said the company had achieved rapid growth due to its commitment to tailoring its strategies for different markets.

“Consumers want technological innovations to connect with their lifestyles,” said Goh, who is speaking at this month’s Festival of Media Asia Pacific in Singapore. “Mobile penetration is seeing exponential growth in Southeast Asia and I believe this is reflected in GrabTaxi’s demand. People want the convenience that GrabTaxi offers.

“Each market presents its own unique challenges. We’re able to experience such tremendous growth because we tailor our strategies to the respective markets. For example, we know that safety is the top concern for Malaysian passengers so we focus on that. But it’s not the case in Singapore, with its low crime rate. Our focus there is speed as commuters want the fastest service.

“Certainly, some markets are harder to crack than others but we’re a research and data-driven company. We crunch the number and statistics, and hire awesome locals who understand the nuances and demands of the respective markets.”

Technology-hungry

Goh, a former marketer at online gaming platform MOL AccessPortal, added that brands in Southeast Asia must place “more emphasis” on content marketing, to target local consumers who are “curious, optimistic, trend-lovers and technology-hungry”.

She added: “We continue to see traditional media’s dominance shifting towards the digital space. I see this as a fertile playground for some creative and unusual campaigns and strategies to attract these consumers.”

And what is Goh most looking forward to at the upcoming Festival of Media Asia Pacific? “Mingling with the industry’s best and also getting to know upcoming trends and companies.”

For more information, and details on how to attend, click here