Digital marketing the way to go

  • Business
  • Saturday, 17 Oct 2015

Great potential: Ang says businesses that are still relying solely on advertising on traditional media like radio, television and print will miss out new opportunities.

Advertisers realise the benefits of this marketing method and the success it brings

DIGITAL marketing is fast gaining momentum in the marketing scene in Malaysia as companies realise the benefits of this method of marketing and the success it brings. It is not only cost efficient but also effective in reaching out to wider customers and help boost companies profitability.

Digital marketing expert Ang Eu Gene, who is also the lead trainer and consultant in Asia for Econsultancy UK, says Malaysian companies now spend less than 10% of their advertising budget on digital marketing but this figure is set to grow.

“In comparison, for example, UK has more than 50% of advertising spend on digital. In Asean, Singapore leads the way with about 20% of ad spend in digital. Digital marketing is definitely gaining momentum in Malaysia as companies become more digital savvy and experience more success in digital marketing,’’ he tells StarBizWeek in an e-mail.

According to Ang, there is great potential in digital marketing judging from the Internet and social media users. Two-thirds of Malaysians (more than 20 million) are active on the Internet, and 17 million are actively engaging on social media, he adds.

He stresses that businesses that are still relying solely on advertising on traditional media like radio, television and print will miss out new opportunities to reach and engage with customers. Over the last two decades, he says companies have enhanced their earnings and bottom lines by leveraging digital marketing methods that are highly targeted, effective and cost-efficient.

Furthermore, he says marketing using digital channels also help businesses to reach out effectively to new and existing audiences and engage them in an interactive manner.

Digital marketing covers marketing and advertising using digital technologies like social media, search engines, portals, mobile apps, website etc.

Ang, who has trained over 6,000 participants in digital marketing courses and is a leading expert in helping businesses to grow using digital and social media marketing, will be conducting a day workshop for business leaders and owners wanting to be updated on the latest digital and Internet trends as well as grow their businesses using digital marketing strategies.

The event titled Grow Your Business with Proven Digital Marketing Methods will be held on November 30 at the Cybertorium in Menara Star in Petaling Jaya. The Star is the organiser of the event in partnership with ClickAcademy Asia.

On cost savings using digital marketing , Ang notes: “There are many low-cost digital marketing methods that businesses can exploit. The trick is to deploy these digital marketing methods and optimise them well. Digital marketing methods range from free methods like blogging and social media postings to paid methods like Google AdWords advertising, display advertising and mobile applications.

“Examples of low-cost paid digital marketing methods include YouTube advertising that costs about 5 sen to 10 sen per complete view of your video ad, and paid search advertising costing around RM1 per click.”

To a question on whether businesses should solely rely on digital marketing or should they integrate with traditional marketing, he says the general recommendation is to do integrated marketing, marrying digital marketing and traditional marketing as most customer journey involves both traditional and digital touch points.

However, Ang points out there are a number of businesses that are purely digital and doing well solely by relying on digital marketing, among others, like online travel agents, e-commerce stores, and tech start-ups.

In terms of the trends in digital marketing over the next few years, he adds: “ Digital marketing started with interruptive methods like banner ads, e-mail marketing and pop-ups. However, there is a general trend towards more permission marketing methods like content marketing, social media engagement, mobile apps and personalised marketing. One area of digital marketing that is trending is customer experience which focuses on enhancing the customer experience across all touch points and ensuring its consistency.”

Commenting on some of the challenges in digital marketing, he says the main ones faced by companies in investing in digital marketing are their understanding of digital marketing, legacy issues (like IT systems and mindset), past bad experience, and perceived risks.

“In my experience, the best way for companies to start leveraging on digital marketing is to properly understand it through structured learning programmes. This helps business owners to learn from others, understand the best practices, develop a strategy and understand how to manage vendors,’’ he explains.

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