Holistic approach needed to implement digital strategies


Mako Chaves Insight Division Kantar

PETALING JAYA: Companies looking to build a successful brand presence in the digital space should take a holistic approach in implementing their digital strategies to ensure effective reach and engagement with consumers.

Notably, companies were forced to quickly move online to remain relevant during the movement control order. But Mako Chaves noted that not every brand has been adept at maximising their digital communication and reach.

Chaves is the media and communications domain lead for the Insights Division at Kantar Malaysia.

“Covid-19 has certainly accelerated brands’ move to digital. While some brands have been successful, others are still finding their footing in the digital space.

“Companies that are successful in their digital reach have an overall strategy on digital that is focused on delivering a holistic message across multiple platforms, rather than just trying to use particular social media channels for transactional purposes, ” he said.

Chaves also advised companies to look beyond just the media numbers for each platform. It is no longer just about the number of “likes” or “clicks” that you get for a post.

“The new normal is about predicting new trends and recalibrating our approach to digital to meet these trends.

“To build a successful digital brand presence, we should look into the whole media environment. Different platforms have different characteristics and the effectiveness of content on each platform is also different. For example, the audiences for TikTok and Facebook are different and would require a different approach to content to ensure that you get your reach.

“Marketeers always want their campaign to go viral. But what it really means is to drive content to generate consumer interest and move brands, ” he added.

In reaching out to customers over a plethora of platforms, he reminded companies to invest in platforms that would reflect their characteristics or values. While getting the right content is key, how companies deliver it in the different media environments will provide consumers with the right context to respond to the content.

“And if marketers have a plan to execute, they should also have a plan to evaluate performance. The ever-changing ecosystem of digital will constantly challenge what we think we already know and we may be proven wrong and that could be a costly mistake.

“With cuts in marketing budgets, knowing how your campaign will perform or is performing in-market will give marketeers valuable insights to make the right decisions. This is where our Kantar Marketplace can be of help, ” said Chaves.

Kantar Marketplace is an automated market research platform designed for insights professionals, marketers and agencies who want to test, learn and move fast. It is the only market research platform with solutions that have been independently validated to predict sales and brand growth.

“At the end of the day, the long-term goal for companies is having brand equity. So we need to start incorporating more metrics into the way our digital strategy is executed and evaluated to promote brand confidence, ” he said.

Chaves will be one of the speakers at the upcoming #digitalXdata 2020 live virtual conference, which is aimed at helping companies solve business challenges and uncover growth opportunities by redesigning a data-driven digital future.

The event will showcase market outlook and forecast for 2021 and beyond in the areas of technology, digital and analytics. There will be eight main tracks, namely, smart city, retail, people, financial, drone, reach, green and manufacturing.

The two-day programme will also be powered by panel discussions on Designing Society 5.0, Gearing Towards Business 2021, Re-Engineering Security in the Next Normal and Empowering Future-Ready Youth.

#digitalXdata 2020 is organised by Star Media Group Bhd with Fusionex as Exabyte Partner and Boston Consulting Group, Ernst & Young, Frost & Sullivan, Ipsos, Kantar, McKinsey and PwC as Knowledge Partners.

The live virtual conference will be held on Dec 1-4 over Cisco Webex.

Registration is free. For more information, visit bit.ly/digitalxdata2020

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