Marketing In Asia recently had an insightful conversation with Karam Malhotra, CEO of Xtend. He shared how Xtend differentiates itself in the crowded retargeting space,
Xtend’s AI-powered Ad-Engine goes beyond typical marketing funnels. It predicts based on user profiles, anticipating their next preferred engagement with a brand, which could be anything from discovery and product comparisons to flash deals.
Karam Malhotra
The AI-first engine increases accuracy in predicting user journeys, creating unique scenarios to retarget users effectively. Xtend also houses a significant section of owned and operated contextual ecommerce inventory, known as “SHOPit,” fostering a more native user interaction environment.
Xtend’s Innovative Marketing Solutions: Delivering Tangible Results
Xtend leverages advertising to target specific audiences familiar with a brand or platform, ranging from existing customers to website visitors. This audience includes existing customers, users who have signed up but haven’t made a purchase yet, and even visitors to the brand’s website. Xtend’s solution goes beyond traditional targeting methods by utilizing predictive analytics to anticipate the behavior of these unique users. It utilizes predictive analytics, going beyond traditional targeting methods, to anticipate user behavior.
One stellar example is Xtend’s collaboration with GoTo’s Tokopedia TopAds teams. The AI-first company is working to boost the number of first-time buyers, reactivate dormant buyers, and increase traffic to merchant landing pages.
SHOPit: A More Native Environment for E-Commerce Interaction
SHOPit plug and play solution is an innovative offering by Xtend, designed to create a native environment for users to interact with ecommerce offers. It goes beyond the norm by using AI-generated creatives, enhancing the user experience.
“A backpack isn’t just presented as a static image, but instead visualized in various contexts where the user might use it such as the gym, workplace, outdoors, or college,” explains Malhotra. This immersive environment enhances user engagement and provides a personalized shopping experience.
Moreover, the AI-generated creatives go even further by illustrating how the backpack might look when worn by a parent or child. This feature caters to parents who may consider purchasing a matching backpack for their child, as they can assess how the bag fits and looks in such an example.
Transparency and Real-time Insights: A Priority for Xtend
Xtend’s dashboard offers real-time analytics and reporting capabilities, giving marketers up-to-date information on campaign performance and user behavior. This invaluable data aids in data-driven decisions, promoting cost efficiency and a more flexible marketing strategy.
One of our key focus is to enhance the understanding of users’ behavior. By leveraging AI, Xtend plans to provide valuable insights into user journeys, enabling platforms and brands to identify gaps or areas of improvement. This understanding will empower them to optimize their strategies and tailor their approaches to better engage with customers.
Karam Malhotra
Leveraging Programmatic Strategy Expertise
With Murali onboard as Chief Commercial Officer, Xtend plans to continuously evolve its offerings. His wealth of programmatic strategy knowledge will contribute to strategic decisions related to market positioning, product development, and customer acquisition, fostering cross-functional collaborations within the company.
Murali is also able to serve as a bridge between different teams and departments, promoting communication and knowledge sharing. This collaboration can involve aligning programmatic strategies with product development, data analysis, and customer support functions.
Future Developments: Xtend’s Continuous Expansion and Advancements
Xtend, as a team of industry experts, aims to enhance user behavior understanding through AI, thus providing valuable insights into user journeys. It also aims to offer effective retargeting solutions using unique and customized user scenarios to even more industries to help platforms and brands across sectors retarget users in a more personalized and impactful manner.
Malhotra shared that “One of our key focus is to enhance the understanding of users’ behavior. By leveraging AI, Xtend plans to provide valuable insights into user journeys, enabling platforms and brands to identify gaps or areas of improvement. This understanding will empower them to optimize their strategies and tailor their approaches to better engage with customers.”
A Strong Customer-Centric Approach: Xtend’s Way Forward
Xtend works closely with its clients, conducting comprehensive analysis and data-driven evaluations to optimize results. Through leveraging data and analytics, Xtend offers tailored recommendations and strategies, ensuring that their marketing efforts yield optimal outcomes, and fostering a strong customer-centric approach.
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Xtend is certainly one to watch, with its innovative, AI-powered solutions, shaking up the marketing technology landscape and showing no signs of slowing down. As Malhotra puts it, “Xtend aims to assist e-commerce platforms and brands in their efforts to grow and retain customers.” With such ambitious goals, we’ll be keeping a close eye on their developments.
