Year in Search 2021: Looking back to move your marketing forward

This post was done in partnership with Google Malaysia.

Last year, Malaysians began taking steps in accepting the world as it has changed and adapting to a new way of living. To do so, they needed answers and information, with many Malaysians turning to Search to help navigate their life choices.  

In this “Year in Search 2021 Malaysia” report, Raja Narula, ads marketing lead for Google Singapore and Malaysia, talks about five key trends that have emerged over the past year which reveal unique insights into what Malaysians care about to help guide your marketing strategy into the future.

Trend No.1: Digital mainstreamed – Malaysian consumers have adopted a digital-first lifestyle 

In 2021, we saw how digital technology has now become permanently ingrained in our lives, with more than 65% of Malaysians making the majority of their purchases online. People saw the convenience of what technology has to offer and have integrated digital elements such as e-wallets, online shopping, and virtual engagements into their daily routines.

On top of that, consumers also want to be rewarded for their brand choices. From discount vouchers to free deliveries, Malaysians are less tolerant of inconveniences such as long delivery times and additional costs.

Along with the shift to digital, there is rising consumer demand for shopping experiences to be more cohesively integrated and frictionless across businesses’ online and offline touch-points. This allows customers to engage effortlessly with your brand no matter where they are.

For example, Tokopedia (an Indonesian technology company specialising in eCommerce) adopted Google Shopping ads to provide its audiences with a good sense of the product before they click on the ad. This resulted in more qualified leads and increased their transaction volume by 28% (MoM). 

Trend No.2: Lives re-examined – Malaysians’ introspection into their way of life 

From behaviours in response to an unfamiliar environment, to a greater acceptance of our new blended lives, Malaysians are emerging from the pandemic re-evaluating their different lifestyle choices.

We see people changing the way they look at their finances. While some looked for ways to put their savings to work through investments, others searched for deals, discounts, and ways to stretch their dollar. Malaysians have also refocused on the things that matter to them most – their loved ones and their own wellbeing.

As Malaysian consumers shift their priorities, there’s an opportunity for brands to reconnect and convince. Businesses need to step up and show their consumers just how much value they can offer while ensuring a high brand presence. 

To grow your brand’s discoverability and presence, tap into the power of Search and automation. Responsive Search Ads can put your product in the spotlight with personalised ads that are relevant to the shopper.

For example, KFC Malaysia boosted direct orders by 40% using responsive search ads to create the most relevant combination of ad copies, and improve overall ad effectiveness.

Trend No.3: Bridging distances: Malaysians are showing affection differently

Since 2020, the COVID-19 pandemic has kept countless people apart, but the human need for personal connection and belonging is stronger than ever as Malaysians continue to innovate and find ways to stay virtually connected through digital means.

For example, buying gifts and spending time together online has become especially popular in Malaysia. In fact, many holiday celebrations such as Chinese New Year, Hari Raya, and Deepavali have moved online, with Malaysians celebrating through interactive video calls.

As the world becomes more dependent on digital technology to form meaningful human connections, brands need to consider how they can use digital platforms to connect more meaningfully with their customers, and hence, build long-term customer love and brand loyalty. 

Using virtual channels have also proven useful as a means of complementing physical experiences and giving consumers the freedom of choice. L’Oreal’s Virtual Try On feature, for example, allows customers to virtually test out their make-up products so they don’t have to physically be in-store to do so.

Trend No.4: Truth seekers – growing concerns over privacy concerns and ethical practices 

Online misinformation and data breaches are rising sharply, causing consumers to become increasingly sceptical. Up to 55% of Malaysians say they value transparency, ethicality and traceability of a product’s origin when they consider a purchase, and are willing to do extensive research prior to making a purchase to ensure authenticity.

As Malaysian consumers are on high alert, and have become increasingly intolerant of misinformation and being misled, consumer trust is now a brand’s most important asset.

According to more than half of Malaysian consumers, they are more than happy to share their data with businesses they trust, as long as their privacy concerns are prioritised and their personal data protected (1).

Check out our marketer’s playbook for privacy to deliver performance in a privacy-safe way, and learn from industry leaders across APAC on how to create a privacy-first ecosystem. 

Trend No.5: Growing inequalities: Malaysians are increasingly conscious about social issues

Dubbed the “inequality virus,” the pandemic has not only uncovered existing inequalities – it has accelerated them, exposing societal vulnerabilities in terms of wealth, race and even gender. Factors such as unstable internet access and technical illiteracy have prevented people from equal access to opportunities online, further exacerbating the inequality experienced. 

Turning to the internet for help, Malaysians are now searching for ways to better support themselves and their communities. From unemployment benefits to topics on discrimination, there is a clear growing interest in social issues. 

Recognising these societal inequalities cannot be solved by governments and non-profits alone, people now expect brands to drive meaningful change. According to a survey by Edelman, 86% of consumers expect brands to act beyond their product or business (2).

Hence, brands should focus on building inclusive marketing strategies, speak up for injustice, and act beyond traditional business boundaries to gain consumers’ trust.

To find tips on inclusive marketing best practices for driving meaningful change – get inspired here.

Year in Search Report 2021: Malaysia: discover what Malaysians are searching for. Explore consumer insights and the latest industry trends by downloading the report at goo.gle/malaysia_yis2021.

Sources/footnote:

(1) PwC, MY, Global Consumer Insights Pulse Survey, Dec. 2021.

(2) Edelman, Trust Barometer Special Report, 2021.