Page 33 - The EDIT | Q2 2017

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What do you think will be the biggest comms challenge speci cally for your market in the next 12 months - and what will you do to overcome it?
With the increasing amount of information big data provides, how do we, as communications experts, sift through that data in shorter time frames, finding valuable insights into consumers that will allow better marketing campaigns and ROI for clients.
Essentially, how do we move forward to deliver:
Smarter Search
Today’s digital consumer can find information faster and more efficiently than ever before. Thanks to a combination of social media and lightning fast search engines like Google, people no longer spend excessive amounts of time sifting through information for what they need. Google changes and improves its search algorithm almost daily and marketer must recognize this and ensure their content stays optimized according to these changes.
Smarter Ads
Smarter ads will likely be one of the main reasons AI will have such an important and lasting impact in 2017. Our ability to use AI to develop key marketing aspects like keyword searches, social profiles, and other online data, will allow marketers to create smarter, more effective ads which will likely result in more conversions.
Smarter Sentiment
There is simply no way for even the largest of marketing teams to sift through everything customers are saying
on blogs, on social media or through customer surveys, especially as the list of platforms customers can use to express themselves grows every day. Using AI (Artificial Intelligence) solutions, we can quickly analyse what consumers are thinking and feeling about a brand. Customers express their feeling and sentiments in real time, providing ample amounts of feedback. Through AI’s scale to collect and harness this data, marketers should be able to pivot messaging and provide the best, most impactful message to their audiences.
Jessey Chew PHD Malaysia
What do you think will be the most exciting development in your market in the next months?
E-commerce of course! Because we love to shop! Any time, all the time.
On the back of Malaysia’s National E-Commerce Strategic Roadmap, and the effort the government will put in to attract talents and investments; paired with the advent
of the likes of Alipay and Samsung Pay, e-commerce in Malaysia is set to take off and probably only the breakdown of the internet ecosystem will stop us from shopping (maybe not, because we’ll then head back to the bricks and mortars for more shopping).
FMCG brands are possibly the biggest players (after fashion of course) as they are making quick inroads to e-commerce, and we will continue to see more aggressive strategies from FMCG to drive conversions on e-commerce platforms.
Which clients and brands are standing out at the moment for their thinking in your market?
Maxis is the No.1 mobile service network provider in Malaysia. They have been exploring a lot in creative innovations. They are not only creating advertising that people will want to watch, but communications that drive conversations through innovation. Being the leader in the market, demonstrating their champion for technology while still prioritising human experience has been a key focus
in their recent communications. Two notable campaigns would be for CNY 2017 and the recently released video for Mother’s Day (it’s a must watch in my opinion!).
2017 CNY Campaign
Maxis Plantable Ang Pows Every Chinese New Year, most corporate companies try to outdo each other with promos, CNY ads, and.... free ang pows! But for this year, it seems like Maxis has won the ang pow game. See, if you celebrate CNY, you’d be familiar with the sight of torn ang pows, all thrown away after being emptied of its contents. The fact that Malaysian urbanites produce about 1.25kg waste a day is pretty spine-chilling already, considering each person shouldn’t be producing more than 80gram waste daily. Maxis have an answer for Malaysians who feel guilty about wasting paper during Chinese New Year. Instead of giving
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THE EDIT ISSUE 06 | Q2 2017