Earlier than founding dipp, Jennifer Chen and Mikhail Abramov spent 15 years working as artwork administrators in New York Metropolis. Throughout that point, Chen says they realized that the advertising and marketing, gross sales and design course of have stayed the identical, regardless of new expertise and instruments being launched to the market, and is commonly riddled with bottlenecks.
“Salespeople have gross sales wants, they convey with the advertising and marketing staff after which as soon as the advertising and marketing staff has a route they temporary a designer, then the designer goes again to the marketer, after which the marketer goes again to the designer,” she stated. “There’s that vicious cycle that slows down the complete course of as a result of no person understands the wants and workflow of the opposite division.”
Dipp was launched three years in the past to automate a lot of that workflow, and permit advertising and marketing and design groups to collaborate extra successfully, whereas specializing in their very own efficiency metrics. For instance, if a advertising and marketing staff needs to replace a value on their advert, all they should do is enter it right into a spreadsheet as a substitute of asking a designer. The Taipei-based startup lately raised $1.5 million in seed funding from traders together with SparkLabs Taiwan, Palm Drive Capital and content-tech unicorn Tezign, and can launch generative AI-powered options quickly.
To make use of dipp, manufacturers first arrange a model guideline with info together with fonts, colours and format (or they will add an Adobe Photoshop file). That knowledge is then became a dipp file with every little thing remaining editable. Then costs and different info for adverts are uploaded right into a spreadsheet, with every row representing a product, so visible belongings will be edited in batches. This helps advertising and marketing and design groups sustain with the huge quantity of visible content material that’s wanted to promote on-line—Chen stated manufacturers usually generate 300 to 500 photos at a time, which dipp will help them do in minutes.
The manufacturers dipp works with are usually Fortune 500 firms in attire and sweetness promoting numerous merchandise, or upwards of 500 SKUs. They’ve excessive product rotation charges, typically with weekly launches of 20 or extra merchandise, and promote on three or extra marketplaces, alongside social media promoting campaigns. Chen says most have giant gross sales and advertising and marketing groups, however a scarcity of designers. Its clients embrace Levi’s, Estée Lauder and Rakuten. Dipp additionally works with e-commerce enablers, or businesses that assist manufacturers distribute merchandise throughout a number of channels.
Since its launch, dipp has primarily centered on Taiwan, however is increasing into Southeast Asia, with new shoppers in Singapore, the Philippines and Thailand. Dipp began in New York, however the staff determined to maneuver to Taiwan after stepping into Taipei-based accelerator Appworks due to the market potential it noticed in Asia.
For instance, manufacturers right here maintain a excessive variety of gross sales promotions. “All year long, it’s not simply Black Friday or Christmas, there’s a sale each month,” Chen stated. “There’s a busy season beginning in June that goes all the best way to Chinese language New 12 months.”
By way of competitors, Chen says potential clients typically ask how dipp is totally different from Rocketium, which helps inventive groups construct very giant advertising and marketing campaigns. Chen says dipp differentiates by specializing in e-commerce as a result of manufacturers in Asia typically promote by way of a number of on-line channels on the identical time, together with PC House, Momo, Shopee and Lazada. Every market has its personal distinctive pointers for visible content material, together with file sizes and dimensions. That info is embedded into dipp’s platform, so manufacturers can automate their adverts to suit totally different necessities.
Dipp is now engaged on integrating generative AI into its platform to assist tackle gaps between advertising and marketing and design departments. For instance, it should enable entrepreneurs to make use of prompts to generate photos as a primary draft of concepts to current to designers. It additionally automates the method of reviewing designs, or checking particulars like character restrict and formatting to fulfill the necessities of various marketplaces and social media platforms.
Dipp’s new funding might be used for staff growth, particularly in its R&D and enterprise departments.
In an announcement, Palm Drive Capital founding accomplice Seamon Chan stated, “With world enterprise capital investments in generative AI reaching US$1.7 billion within the first quarter of this 12 months, we’re thrilled to help dipp in enhancing their e-commerce answer with AI capabilities. As the corporate has validated its worth proposition in Taiwan by providing a much-needed answer to the multichannel e-commerce operation of world manufacturers, we’re optimistic that this answer will deliver disruptive impression on e-commerce working workflows by way of the APAC area.”