In my previous newsletter, I shared with you a little about what marketing experts call interruption marketing in Malaysia and gave you some examples. In this newsletter, we'll delve a little into how consumers, in general, react to interruption marketing.
Before the emergence of the internet, when we talk about mass production and mass marketing, companies talk and consumers listen. Consumers, back in those days, don't have much of a choice.
Let's think about it - Malaysian consumers can't hit a button and skip TV commercials. Malaysian consumers can't help but notice those magazine and newspaper advertisements. Malaysian consumers can't skip radio commercials, don't have much information to rely on when they have to make decisions, don't have the options that we have now and possess very few tools that can delete or skip all forms of advertisements that are thrust into their faces.
Everything has changed now, with the internet. Malaysian consumers now HAVE the power to choose and they KNOW that they are in control.
Bar a few Malaysians who continue to bear with commercials because they rely on TV1, TV2, TV3, NTV7 and other free television channels. However, there are many others who pay to skip the commercials like on Astro on Demand. And besides, they don't have to watch their favorite movies on TV anymore. Prefer a more controlled experience? Watch it online - any time they want, wherever they want!
While impossible to skip commercials OFFLINE via magazines or newspapers, we can skip them online. And besides, a large percentage of the Malaysian population rely on their news online. If there was an ad, one click on the 'close' button is that it takes. And when it is still impossible to skip radio ads, we can opt to listen to our favorite free music on YouTube or iTunes which streams 24/7...completely free of ads.
Malaysians who didn't use to have information when they head out to a shopping mall now can hit the internet, search a company, product or reviews on Google and read on it before buying anything. So, in short, Malaysian consumers are smarter now than ever before.
With such information, Malaysians are found comparing prices and quality between competitors and suppliers. Consumers who used to endure mass marketing tactics before the internet can now delete an advertisement whenever they appear in an email. They can even get the company banned...or in a lot of trouble with search engines.
Pop-up windows are closed with a single click, banners can be deleted or stopped from appearing. In fact, if a company's website had a lot of ads or information in them, more often than not, impatient Malaysians tend to wave goodbye to it by dismissing the website altogether.
Malaysians have trained and developed their minds to the extent that it has become a habit to control, ignore and delete your advertisements. And since it has become a habit for them to do it online, one fine day, that habit will become their offline habit as well.
There are 16,902,600 internet users in Malaysia with a 65.7% penetration rate and it is growing incessantly even as you are reading this. Suffice to say that since the online population is increasing, getting in on the online marketing train is inevitable. But remember, these are intelligent consumers now...no longer the hand-to-mouth ones two decades or so back.
The informed consumers no longer pay attention to the rose-tinted marketing styles that we used to employ. The smarter they are, the more ways they will find to ignore you or delete your advertisements.
This is a whole new ball game - if we continue to market to these newer, smarter Malaysian consumers the way we used to market to them and not engaging them, we will lose out on our market share.
Malaysians now want you to listen to them, understand them, talk to them and then provide them with what they want with the quality that they know that they deserve.
We will show you example marketing strategies that you can use to engage the customers who are potentially interested in your services, product or brand in the future newsletters.
Kent Ong from Human Website invites you to read our Monthly Newsletters at http://humanwebsite.com.my.
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Article Source: http://humanwebsite.com.my/index.php?option=com_content&view=article&id=82&Itemid=149
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