W
ith the Malaysian
government’s
recent initiatives
on 5G, the local
digital landscape
is transforming at
unprecedented
speed, which has
given rise for data
economies to grow and build a robust digital
infrastructure locally. Malaysia is one of theearly adopters of this trend, as seen from the
Compounded Annual Growth Rate (CAGR)
of 52% in internet traffic since 2012. This
trend is expected to continue as the
hyper-connected, digital-savvy Generation Z
enters the workforce and gain more
purchasing power.
Taking into consideration that Malaysian
Gen Z consumers spend an average of
eight hours a day on the internet and have
been exposed to the inundation of genericadvertisements online since they were young,
brands today need a more personalised
approach to engage and retain the loyalty of
these digital natives.
However, digital advertisements are
still viable, so long as they are personalised
and remain relevant to the demographic of
the target audience, as seen from the billions
in revenue generated from targeted online
advertisements. The emergence of innovations
enable brands globally to stitch together data
from across its enterprise to acquire sought-
after real-time customer profiles via artificial
intelligence (AI) and machine learning (ML)
for instant actionability and personalisation.
Today, brands can provide Customer
Experience Management (CXM) at scale
for each individual, with the right message,
at the ideal time, through the preferred
channels. Despite the rich pool of data readily
accessible, it is found that only 9% of APAC
businesses regard their customer experience
as ‘very advanced’ – indicating a lack of data
maturity in the industry. So, brands must
take the necessary steps to fill the gap of data
maturity and translate it into better business
performance and brand affinity.(^24) FEATURE
BY
ARRAN
PECK