With the great digital revolution of the 21st century, the recent years have seen a boom in data within the marketing landscape. While digital brings convenience to most people, it also brings new facets to marketing, especially with changing consumers and their behaviour.
A+M spoke to Ginz Ooi, founder of Webqlo who shares his opinions on big data and digital marketing in Malaysia.
A+M: What are the challenges and opportunities to come for digital marketing as a whole for the industry in Malaysia?
Ooi: Malaysia has a very high user penetration for the internet, mobile and social media. With 71% of Malaysia’s population being internet users and a 22% increase of active social media users in 2017, we strongly believe that in the next three to five years, Malaysia is going to catch up with leading digital Asian countries such as Taiwan and Singapore. As of today, we notice that many local businesses are more receptive towards digital marketing and want to increase their presence digitally.
We see huge opportunities in the digital industry with the DFTZ that promotes exponential growth of e-commerce in Malaysia. Many businesses will need to leverage on digital marketing and we think there are ample opportunities, especially within adtech and martech, that will help channel sales into businesses.
A+M: How is data changing the game of what we know – from digital marketing to content marketing?
Ooi: Every second, millions of data is being transferred on the internet and social media. To ensure we deploy a more accurate and impactful marketing decision, we need to utilise big data technology to find out who our target audience (TA) is, where our TA is and what content our TA likes to see. In many successful projects we’ve done in the past, those who go from short to long-term goals will require a well-planned database infrastructure for their content hub – in short, the webs or apps hosting your content needs to be integrated to be able to provide a full analysis on the data and TA within your hub.
This enables us to learn from the data findings and further optimize the content for customers. In previous years, marketers often relied on their experiences to create creative content, but now with data we can easily know what the latest trends are, and content which is highly engaging. We will see the importance of data-driven content marketing as it keeps growing in size and evolving its form.
A+M: With data, what are some tips that you can give marketers to make sense of it and leverage analytics?
Ooi: The most important analytical tool is to have a deep understanding of what your TA thinks about your brand and product. Tools such as Google Analytics helps you to understand web and apps, while tools such as social media analytics enable marketers to use the brand’s sentiment to get the right insight when planning a content strategy both short and long term. If content is the king, then performance is the queen.
Predictive analysis is also a powerful tool for performance marketers. We will see more and more AI and big data-powered SaaS tool available for marketers. SaaS tools provide marketers a somewhat high percentage of accuracy in result estimation. Besides, tools like these will also save lots of time in generating marketing reports.
A+M: People are getting more wary of the private information leaked via social media. How does this impact social analytics and how can we overcome this possible obstacle?
Ooi: A successful social media campaign does not require the private information of users. We do not need to know personal details like their real name or address. However, through official and authorised methods from platforms, we are able to pinpoint our target according to users’ age group, location and interests.
I am optimistic for the future and I believe when users are feeling secure with their private information being secure online, they will tend to engage and spend more time online. This will enable us to find more accurate and informative data about user behaviour towards brands. Marketers need to be more aggressive in finding innovative technology solutions, such as predictive analysis, text sentiment and programmatic marketing to come out with accurate social analytics.
A+M: What do you think is the future of performance marketing, especially when seen with integrated marketing communications?
Ooi: Performance marketing is definitely one of the big things of the future. At this present moment, we see many industry players and marketers shifting their focus onto performance marketing.
Things have changed as digital marketing investment needs to be justifiable. The performance we know and acknowledge today is not merely just the number of likes and visits, but more on conversion in terms of sales or leads in business. As an award-winning performance agency, we monitor marketing performance on a daily basis and do tons of optimisation in content, writing, target setting and tactical options.
A data-driven and result-oriented strategy is crucial to achieve success in performance, not forgetting Martech that helps to increase productivity, efficiency and accuracy. All of the above will be the future of performance marketing in the years to come.
Hear more from Ginz Ooi on the synergy between data, content and performance marketing, and other industry experts, including foodpanda, Airasia and AXA at Digital Marketing Malaysia on 30-31 May at Aloft Kuala Lumpur. Reserve your seats now before it’s too late!