In advance of founding dipp, Jennifer Chen and Mikhail Abramov spent 15 yrs doing work as artwork administrators in New York Town. During that time, Chen states they recognized that the marketing and advertising, gross sales and design and style procedure has stayed the very same, despite new technological innovation and tools being launched to the sector, and is frequently riddled with bottlenecks.
“Salespeople have gross sales desires, they connect with the internet marketing crew and then when the marketing and advertising crew has a direction, they quick a designer, then the designer goes back to the marketer, and then the marketer goes back again to the designer,” she stated. “There’s that vicious cycle that slows down the complete system since no one understands the wants and workflow of the other department.”
Dipp was introduced a few several years back to automate substantially of that workflow and enable marketing and advertising and structure groups to collaborate a lot more properly, though focusing on their own general performance metrics. For illustration, if a internet marketing workforce wants to update a rate on their advert, all they need to have to do is enter it into a spreadsheet as a substitute of inquiring a designer. The Taipei-dependent startup a short while ago raised $1.5 million in seed funding from traders, which includes SparkLabs Taiwan, Palm Generate Cash and articles-tech unicorn Tezign, and will start generative AI–powered features quickly.
To use dipp, models first set up a brand guideline with information and facts this sort of as fonts, colors and format (or they can add an Adobe Photoshop file). That data is then turned into a dipp file with every thing remaining editable. Then prices and other info for adverts are uploaded into a spreadsheet, with every single row symbolizing a product, so visible assets can be edited in batches. This aids marketing and advertising and design and style teams keep up with the substantial sum of visible content that is wanted to market on line — Chen mentioned manufacturers normally deliver 300 to 500 images at a time, which dipp can help them do in minutes.
The manufacturers dipp will work with are generally Fortune 500 providers in apparel and magnificence advertising a large quantity of goods, or upward of 500 SKUs. They have substantial products rotation charges, usually with weekly launches of 20 or much more goods, and promote on three or much more marketplaces, along with social media marketing campaigns. Chen claims most have big gross sales and advertising teams, but a lack of designers. Its shoppers incorporate Levi’s, Estée Lauder and Rakuten. Dipp also functions with e-commerce enablers, or companies that assistance manufacturers distribute products across many channels.
Considering that its launch, dipp has principally concentrated on Taiwan but is growing into Southeast Asia, with new clients in Singapore, the Philippines and Thailand. Dipp started in New York, but the crew made a decision to shift to Taiwan soon after acquiring into Taipei-primarily based accelerator AppWorks simply because of the market potential it noticed in Asia.
For case in point, brands right here hold a superior amount of gross sales promotions. “Throughout the yr, it’s not just Black Friday or Xmas there’s a sale each individual month,” Chen claimed. “There’s a chaotic period starting up in June that goes all the way to Chinese New 12 months.”
In phrases of competition, Chen suggests possible shoppers usually request how dipp is different from Rocketium, which allows resourceful teams construct really substantial internet marketing strategies. Chen suggests dipp differentiates by focusing on e-commerce due to the fact brand names in Asia usually promote by many on the internet channels at the very same time, which includes Pc Dwelling, Momo, Shopee and Lazada. Every marketplace has its possess exclusive rules for visible articles, including file dimensions and proportions. That details is embedded into dipp’s system, so brands can automate their ads to in shape distinct needs.
Dipp is now doing work on integrating generative AI into its platform to support handle gaps among advertising and marketing and design and style departments. For example, it will allow for entrepreneurs to use prompts to deliver illustrations or photos as a 1st draft of concepts to existing to designers. It also automates the approach of examining models, or checking facts like character restrict and formatting to meet up with the demands of unique marketplaces and social media platforms.
Dipp’s new funding will be used for staff growth, especially in its R&D and business departments.
In a assertion, Palm Generate Money founding lover Seamon Chan claimed, “With international undertaking funds investments in generative AI achieving US$1.7 billion in the to start with quarter of this calendar year, we are thrilled to assistance dipp in improving their e-commerce alternative with AI capabilities. As the business has validated its benefit proposition in Taiwan by featuring a much-needed answer to the multichannel e-commerce procedure of international brands, we are optimistic that this resolution will provide disruptive affect on e-commerce operating workflows by the APAC area.”