Time for digital agencies to play bigger roles

ALTHOUGH digital technology has been growing exponentially in Malaysia and is fast becoming the DNA that underpins nearly all human interaction, yet less than 6% of businesses have mastered the alignment of digital strategies with long-term business goals, according to digital marketing agency Isobar Malaysia.

Its managing director Ben Chew in a statement said: “Most Malaysian businesses are still at the opportunistic stages, appreciating a need to have a long-term, consistent digital strategy but are only ready to execute on a project basis at this point. Digital is still a tactical channel and not a business driver. The time is now. We want to catalyse a paradigm shift in business focus towards digital as a business driver.”