Digital marketing picking up


  • Business
  • Wednesday, 05 May 2004

BY HONG BOON HOW

DIGITAL marketing is expected to play an important role in helping corporations get new customers and retain them as the use of Internet and mobile telecommunications services continue to grow strongly in the coming years. 

Agenda Solution Sdn Bhd managing director Amanda Tsing said digital marketing was able to offer interactive relationship between product manufacturers and their customers. 

Amanda Tsing

“Compared with traditional offline marketing methods such as TV, billboards or newspapers advertisement which offer one-way traffic, digital marketing can capture immediate responses from customers,” she said in an interview in Petaling Jaya. 

She said if an interactive relationship could be created, corporations would be able to use customer feedback to understand customer needs and improve future products, services and even build up a community of loyal customers. 

“As more of the younger generation now are information technology-savvy and comfortable with the Internet and mobile telecommunications, we feel that digital marketing will be a powerful marketing tool in the near future,” Tsing said. 

Agenda incorporates information technology, creativity and marketing skills to provide electronic business solutions to large corporations. 

The e-business specialist company manages a number of interactive web portals and marketing services through short messaging service (SMS) for its clients. 

Among its clients are corporations in the financial services, retail, telecommunications and consumer electronics. Besides Malaysia, Agenda has offices in China, Hong Kong, Taiwan and South Korea. 

“We have to customise our e-business solutions to meet our clients' requirements and enable them to relate better to their customers,” Tsing said. 

Agenda also provides solutions to enable call centres to retrieve information from their databases quickly.  

“We know that many call centres do not have proper information architecture set-up, leading to their customers being kept waiting for a long time while the required information is being retrieved,” she said. 

Tsing said digital marketing would still co-exist with offline traditional advertising medium to ensure an integrated reach to a maximum number of customers.  

“Traditional advertising will continue to be important but we feel that more corporations will seriously allocate more funds into digital marketing,” she said, adding that digital marketing was available on a 24x7 basis.  

Tsing said Agenda used permissive marketing that could get more positive response from target customers. 

Permissive marketing involves getting the customers' personal information and their consent for inclusion in the company's e-mailing list. 

“This is better than getting customers' contact information for a third party and bombarding them with plenty of marketing messages which might put them off. This is especially true if customers feel that their privacy has been intruded,” she said. 

Tsing also said the use of intelligent IT engine would help identify other possible needs of customers who had bought certain items. 

“If a customer had bought a new refrigerator and washing machine, we can conclude that this person will be shifting into a new house and might also need new lighting or other home improvement items,” she said.  

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