On July 17, 2025, Meetsocial took the spotlight at the MARKETECH Retail & E-Commerce Innovation Summit in Kuala Lumpur, where our Managing Director, Kai Xin, delivered a keynote presentation titled “From Browsing to Buying: Real Lessons on What Actually Drives Conversions in 2025.”

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Her talk addressed the realities of digital marketing today, where attention is fragmented, customer journeys are no longer linear, and shoppers are “always on.” Kai Xin spoke about the rise of the algorithmic AI era, where growth has become harder to earn and customer acquisition is more expensive than ever. She unpacked how marketers must now optimise faster, personalise smarter, and align content with platform intent.

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One of the most resonant insights? Efficiency is the new growth. In a world of shrinking budgets and split-second decisions, success lies in understanding where and how your media spend delivers actual value.

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Turning Fragmented Attention into Action

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At the heart of the keynote was a call for marketers to embrace data and AI, not as buzzwords, but as tools to simplify and strengthen the conversion journey. Kai Xin presented strategies like full-funnel UTM tracking, platform-specific content audits, and creative automation testing to identify and remove friction points.

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She also highlighted how micro-influencers and performance-driven storytelling play a key role in building trust at scale. This insight aligns with the broader push for content commerce platforms like Xiaohongshu, where high-intent discovery is driving results across Southeast Asia.

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As an official Xiaohongshu agency partner, Meetsocial has seen how aligning content strategy with native platform behaviour can lead to stronger results, especially when amplified by performance media and retargeting. While Xiaohongshu wasn’t the core focus of the keynote, it remains one of the platforms our clients are increasingly prioritising as part of their digital mix.

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Looking Ahead: Smarter, Leaner, Faster

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Beyond the keynote, Meetsocial also chaired a roundtable on AI in marketing, where industry leaders came together to exchange use cases, challenges, and tools for AI-powered campaign optimisation. The consensus? AI should complement, not replace human insight.

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As Southeast Asia’s digital landscape continues to evolve, Meetsocial remains focused on helping brands navigate this complexity with clarity and confidence. Whether it’s identifying friction points in your customer journey, testing high-performing creatives, or scaling efficiently across platforms like Xiaohongshu, we’re here to help turn insights into outcomes.

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If you’re looking for a partner who understands full-funnel marketing, including Xiaohongshu growth strategies, drop us a message here.