Power of Advertising- technology changes the marketing strategy

Astro’s  forum on Power of Advertising in Kota Kinabalu. 

Nestle Malaysia Communications director and Malaysian Advertisers association special advisor Khoo Kar Khoon.



Current global trend
The advance of the technology changes everything and will definitely affect how the world runs now.

Cheaper and better broadband penetration means more people will rely on technology to live their lives. For examples, the technology makes a better home which the device records and analysis almost everything including the usage of electricity, people goes in and out among others.

Internet enables like-minded people to share information or knowledge via an application. Boundary of location is so yesterday.

The access to limitless knowledge can make kids smarter than their parents provided internet users have interest to seek more information online.

Certain application also helps people to track their health condition or to encourage them to be fit.

Japan, for instance, looks into development of robotic nurses to take care of the elderly people. The country is not like Malaysia which the latter goes for immigrants to do odd jobs.  

Economically, many companies have started to make good use of the internet to connect with consumers.
·      
Travel site Airbnb, offers choices of accommodation but the company doesn’t own 
a single hotel.
·        
Kfit, an application that enables a member to access 426 gyms/studios over eight countries.
·     
]E-wallet a cashless wallet which users like to have it instead of carrying bulky money. It can even analyse spending habits.

However, companies will be analysing available data gained during transaction/logged in/ internet usage for business gains or other reasons. Thus, it is debatable as the over usage of technology might  infringe consumers’ privacy.

Other significant technology which will affect others
·        3D printing- many sectors.
·       
Bionic eyes which help people to regain better eyesight than conventional method. This certainly will affect those working in ophthalmology field.

·High speed train which is requires less hassle in checking in, boarding and etc- airlines will greatly affected.


·    
  E-wallet- banking services.

Customer Confidence Index (Malaysia)
·        Over politicking almost each and every thing.
·   People especially the Malays have set religion as their top priority. When the country is facing downturn, the people would usually turn into religion. Proven by many Facebook pages are set up to call people to join the “religion”.

Smartphone usage Statistics.
·        More than 64 per cent Malaysians use internet via their mobile phones.
·     On average, people spend 37 minutes a day chatting on their mobile phones.
·        600 million whatsapp users
·        438 million wechat users
·        490 million LINE users
Recommended platform to reach out more audience
·        Search engines such as Google, Youtube, Facebook via shared commercial video which has strong content messages.
·       
Billboard usually for big and new brand products, but the limitation is road users can only see it for few seconds.
·       
Blogosphere 
·       
Radio- cost effective platform.

Important  
·  It is not about the size of budget, but more to idea to advertise.

·      
 A brand should exist with purpose, therefore a good planning from the beginning is essential to make business sustainable for a long period. 

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