Malaysia internet usage population rise rapidly since 2007. Latest research shows 58.8% Malaysian is an active internet user in June 2011. It is a 15% increase over previous year according to the Neilson Company’s Mobile Insight Survey.
The arrival of internet age brings a lot of conveniences to human life. We share news, search to update our knowledge, set up business and maintaining social life via internet. We are now depending heavily on the internet to function every day.
Pre-internet age customer is lagging behind in today society; while online shopping is a fast growing purchasing trend. Customer prefers to shop at home via internet, and collect the purchased product from nearer shop or being delivered to the door step. It saves time and cost.
Malaysian is expected to join the online shopping population within 5 years. It is a global trend. As a business owner, revolution of customer buying behavior could be an opportunity or a threat. As long as we master the online marketing tools and further utilizing the available internet infrastructures and resources, we definitely are creating opportunities for our business.
How effective is online marketing? According to Neilson Worldwide’s “Trust in Advertising” survey, 40% of the customers trust email newsletter, which means email marketing strategy, can reach half of the potential group population successfully.
Malaysian young population age 20-24 are the highest internet users, almost six out of ten of them spending average 22.3hours online per week. We cannot deny that website and online marketing toolkits are vital to marketer’s proposal.
We should understand the pattern of our target group before we are implementing any of the available online marketing toolkits. We have to find answers to these 4 questions; Who are the customers? Where are they? How to influence them? Are they able to commit to the Brand?
Threat or opportunity? The answer is depended on how we handle the paradigm shifting of customer’s buying behavior. We should keep transforming to adapt to the new marketing environment by using new resources to the existing marketing strategy instead of remaining with the old pattern.