E-marketing in Malaysia: some are and some are ignorant - 0 views
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When Uruguayan footballer Suarez bit an Italian player during a match in the Fifa World Cup in June last year, an Indian restaurant in Kuala Lumpur used it as a marketing tool. On that day, Fierce Curry House in Bangsar offered free biryani meals to those who walked in wearing a Uruguayan football jersey. That is e-marketing for you.
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In December last year, the bakery called Tommy le Baker posted on Facebook a photo of two large baskets of bread with a poster next to them that said: “Take if you need, pay if you want.” The post was shared numerous times over and within a short time the bread was all taken.
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Scicom Education Group’s head of Creative Services Vernon Adrian Emuang feels positive about social media in Malaysia when compared to other countries in Southeast Asia. “Perhaps (we are) way ahead of others, in terms of widespread public engagement and intensity of online activity,” he tells The Establishment Post. “Essentially, Malaysians seem pretty clued in. The social media landscape is pretty populated which has facilitated marketing and sales efforts that ride on technology,” adds Mr Emuang.
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Mr Emuang says: “As a fragmented market, it is hard to build significant numbers. So it is always important to involve cross-border initiatives.” Especially, the tourism and hospitality businesss. “Boutique accommodation places could register with aggregating travel websites like www.booking.com and www.tripadvisor.com.”
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Under Budget 2015, the government is giving funds for SMEs to equip themselves with IT facilities for expansion purposes and to venture into overseas market using e-commerce. There is RM80 million (US$24.4 million) to encourage the use of new technology, automation and innovation.
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“In my consultancy practice, I do not see companies incorporating social media in their crisis communications plans, even though it is very evident that many crises today stem from social media or can spread and be magnified through social media channels. It is only after they are caught like deer in the headlights are they likely to change or take social media seriously,” the Trinetizen Media Sdn Bhd director tells The Establishment Post.
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“The crux of the matter is that social media forces companies to be more open, transparent and accountable to their stakeholders. But the management culture here, especially with family-owned companies, is closed, almost secretive, and opaque.” Time and the need to expand will force many a business to get into e-marketing.
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Malaysia and Southeast Asia is slowly but surely adapting strategic social media and e-marketing into their small and medium-sized enterprises (SMEs). This article focuses on the opposing views on how these tools are being utilized and adapted to help these small businesses. Scicom Education Group's head of Creative Services Vernon Adrian Emuang is confident that Malaysia is ahead of the games in terms of social media and "widespread public engagement". This may sound like a far cry considering that 64 percent of the SMEs in Mayalsia were not engaging in social media in 2012. Emuang emphasizes the impact that social media can have, considering that SMEs account for 99 percent of the 5 million registered Malaysian businesses. Zeno Group Malaysia's CEO told The Establishment Post that "lack of knowledge is holding back many of the SMEs. They feel they need not use social media for marketing purposes." Emuang also says that many of these companies are not implementing the proper technological infrastructure to support their ecommerce, should they receive an influx of traffic on their servers, etc. He even shamed the customer service that lacks the manpower to follow-up with the volume of customers. Many hotel and lodging businesses are adapting global initiatives, such as registering with Booking.com or Tripadvisor.com. These outlets allow ecommerce to flow to a much wider, international audience, boosting bookings and revenues at venues that wouldn't have otherwise. Julian Matthews, a famous Digital Media Trainer and Consultant, says companies are operating social media on a tactical rather than strategic level. The Trinetizen Media Sdn Bdn tells The Establishment Post that many companies aren't utilizing Social Media for crisis communication-something many companies we are familiar with fully rely on. In conclusion, social media adds accountability and reliability for the companies and their stakeholders.