Marketing: Digital marketing to play a bigger role

One can still see billboards and big advertising screens, with business’ services or products on them, when driving on a highway or stuck in a traffic jam in the city. However the effect of such traditional marketing techniques is waning, says VR Srivatsan, Adobe’s managing director for Southeast Asia. “The impact will originate from the digital side. There is a clear pattern that the variety of mobile users is increasing globally. New electronic gadgets are being put on the market at a much faster speed than before and quickly adopted by the masses. People are investing more time on their phone surfing the internet,” he includes. This is where digital marketing enters play. It helps organisations connect to a larger audience and quicker by means of websites and mobile applications. People not just see the ads when they are driving but likewise whenever they use their computer or phone. However, this is not the only advantage of digital marketing, says Srivatsan. Its results are quantifiable as the activities are done online through electronic devices, whereas standard marketing approaches– such as advertising on billboards– belong to “spraying and praying”, implying that companies are not able to quantify the impact of their marketing efforts. “Business can acquire users’ details when they visit to the websites and apps. They can also analyse user behaviour and interests through clicks and views,” states Srivatsan. “With this info, they can profile users inning accordance with the various entry points– say, age, gender, profession and others. Then, they can send the right marketing material to users.” Worldwide sports media property One Champion is among the Southeast Asian business that have approached Adobe to embark on their digital marketing journey, says Srivatsan. “The company brought out its app to market its brand and material. It also utilizes the app to connect to people internationally and better comprehend their needs and choices. After collecting information, the business analyses and categorises the users into numerous groups and sends them marketing material and materials they would have an interest in.” Malaysia Airlines Bhd, Astro and Taylor’s College are some of the early adopters in the nation. “Taylor’s launched its mobile app to reach out to trainees with the ideal profile. It provides these students with the ideal marketing material to retain them on the app. Taylor’s is also attempting to connect to its alumni via the app. All these can be done through digital marketing,” says Srivatsan. He states companies that have taken the digital marketing path have something in typical– they serve the customer market and have to engage with the masses regularly to comprehend their needs. For circumstances, One Champion, which broadcasts mixed martial arts programs in 138 countries, has 1.7 billion potential audiences worldwide. Taylor’s College accepts students from around the globe, consisting of China, India and the Middle East. “These companies have possible and existing customers in different nations and areas. They wish to recognize these people and reach out to them. They likewise wish to understand them and engage with them with the best marketing material,” says Srivatsan. User experience is crucial in digital marketing and this marketing approach enables companies to achieve such objectives, he adds. Companies might make use of the information they collect to send out customised marketing content to users. They could also continuously enhance their sites and apps to make them more user-friendly. This compares to sending clients improper marketing product that might frustrate them and put them off your products or services. “Things like sending an e-mail with the same material to all your clients and expecting them to respond are a bit traditional. It is an old technique and not the way to go,” says Srivatsan. “You can see that individuals today are less tolerant about bad user experiences. And a few of those who have done particularly well in supplying good user experiences have actually grown rather large.” He says 2 fine examples of companies that have actually aimed to provide excellent user experiences are Grab and Airbnb. They do not own physical possessions such as vehicles and homes. Rather, their organisation development relies heavily on the online services and user experience they offer consumers. Over the last few years, numerous business have actually begun to observe the significance of executing a user experience programme when introducing their digital marketing technique, states Srivatsan. However, a lot of business have refrained from doing so. “Inning accordance with our annual survey, just 36% [of the respondents] executed customer experience programs despite the increasing awareness of the value of user experience. It is still not too late for businesses to execute such methods. Those who make a move earlier have a chance to remain ahead of their rivals in the marketing space,” he says. The digital marketing trend has actually not taken off as rapidly in emerging markets, Srivatsan reminds Malaysian companies to be conscious of not being left behind. “E-commerce is growing with the assistance of the government. The total transactions are expected to double between now and 2022,” he states. “Then there is the launch of the Digital Open Market Zone, which reveals that the nation’s drive towards digital will be strong. Digital marketing is going to be more important going forward.” [” Source-theedgemarkets”]

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