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Strangely, digital marketing in Malaysia is something that is still being overlooked considering the country’s digital landscape. However, that trend is changing as of recent. With a well-educated population, high literacy rates, and relatively high standards, it is fertile ground for marketing of any kind, mainly digital, when looking at the numbers.
Malaysia is a country with a population of a little above 32 million. More than 26 million used the internet in January 2020. The number of social media users is almost as the absolute number of internet users. The average time spent in front of a TV is 3 hours, while merely 15 minutes less is spent on social media. It clearly shows the end of one media platform’s era and the rise of another, especially considering that Malaysians use the internet for staggering 8 hours a day. Consider division of a day’s 24 hours in three equal parts – 8h for work, 8h for sleep, and 8h of rest time. It means that they spend every minute of their free time on the internet. These numbers perfectly show why digital marketing in Malaysia has fertile ground to grow on.
COVID-19 pandemic hit the world by a storm. Economic in general suffered greatly. Malaysia was no exception. But, as every rearranging, it brought suffering to some and fortune to others. Internet is the winner of the new world order. Although its rise has been constant, the pandemic made it exponential.
Relatively to the number of internet users, few used it for online shopping. The pandemic brought movement restriction, which changed that dramatically. Before it, the Malaysian e-commerce market was worth around 4 billion. That number rose significantly, the food ordering industry being the biggest winner.
Malaysians love for social media is something that’s going to be exploited. Facebook, as the most popular platform, is becoming a go-to area for advertisement. The reach of that type of advertisement being 22 million, it’s a no-brainer.
Already is the second most popular platform, and its reach is still growing. Utilizing Instagram influencers is becoming a necessity in today’s digital marketing. The downside is its audience’s age. But, depending on the content you’re offering, teenagers are already a heavily targeted group of potential buyers.
Malaysians have, if not unique, then extraordinary relationship with online video content. They spend the biggest portion of their online time, by far, watching YouTube videos, which means that ads and banners on that platform have the greatest reach to potential customers.
Malaysia has 1,3 mobile phones per capita, and 99% of them are smartphones. Mobile traffic long surpassed the desktop one. Developing mobile-friendly content is becoming crucial. Businesses that fail to provide a good user experience will lose the race for customers.
Digital marketing in Malaysia is crucial to the country’s economic development. When you see a percentage of people using the internet daily, the popularity of social media platforms, as other metrics it becomes obvious. The defiance of world trends held back digital marketing in Malaysia for a long time. The pandemic and changes it brought simply accelerated that shift that would happen anyway.