A year of Exchange, Expectations and Experience for Malaysians. Prepared by SMG Malaysia

1. Gearing up for 2011
A year of Exchange, Expectations and
Experience for Malaysians
January 2011

2. Three key overlaying themes emerge that will shape
and shift consumers and business behaviors
Exchange
Expectations
Experience
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3. EXCHANGE
takes on new forms in the minds of Malaysians, manifesting in both
virtual and physical worlds between more parties, opening up new
possibilities while spurring growth in other industries
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4. “Like” the new word of mouth
Word-of-mouth advertising is taking a new level.
Promoting a brand, a product, an occasion, a comment,
even a trend has never been easier. In addition, it‟s even
easier to get comments and people to „like‟ a certain
item. Today more and more people „like‟ almost
everything that they feel or deserved to be liked. The
social media space has made people more „verbal‟
digitally than before. It‟s easy to „like‟ than to make a full
During the World Cup 2010, Barrack Obama posted on his FB comment. More and more people are using „like‟ as a
status to wish the U.S. soccer team, and instantly he received vote measurement or simply to show acceptance.
27,000+ „likes‟.
According to Wikipedia, „Like‟ refers to a fondness for
something or someone. Like is positive. If we see many
people like a certain thing, there must be something
„right‟ about it.
The „Like‟ button has enjoyed its fair share of limelight
and whether on the social media universe or during real
world interactions, it has become a commonly used
word, traded like a currency of intent by brands,
products and consumers.
„Like‟ has given rise to a whole new Exchange of
information while facilitating easy participation.
Is it time to take do quick review of your Facebook
account and see how many „Likes‟ you have given?
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5. Social Commerce hits mainstream
Miniprenuers evolves into Socialpreneurs
Social commerce is a subset of e-commerce that
involves using social media, online media that supports
social interaction and user contributions, to assist in the
online buying and selling of products and services.
In the next 12 months, social commerce may be gaining
further inroads in Malaysia. Miniprenuers who have
initially relied on platforms like Ebay, Mudah, 701
panduan, forums to blogs selling clothes and shops and
then tagging you on Facebook pages have more
options and a larger community to tap into now.
Collaborative e-commerce tools are now readily
available to be launched and help manage a storefront
on existing social networks like Facebook, which will be
further spurred on by peer generated advertorial
content.
Such tools may push e-commerce to a new level that
could possibly see more mainstream interest driving
new online shopping behaviors.
Value and Information Exchange will increase
tremendously online. Expect to see a shift from the
existing fashion blogs opening up proper shop front
with wider payment solutions to further extend their
reach.
Picture from www.yoursocialmove.com
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6. Driven by need, not demand
Brands go direct
Brands like AirAsia, Dell, DiGi have always been
reaching out directly to consumers yet this direct
B2B2C relationship has always been limited to brands that are
Brand B2C have built capacities to skip the middle intermediary
like distributors/dealers.
In a country like Malaysia where rising global
Consumer Consumer consciousness has much exceeded national
momentum, where consumers bemoan the lack of a
change mindset here, and brands continue to rely on
tried and tested distribution channels, consumers have
C2C often been left to seek deals from distributors or grey
importers. It is yet also this rising consciousness, a
thrifty minded Asian mindset which will motivated the
nation to seek better price transparency and wider
choices.
Expectations will be high on brands, and especially
those more forward ones to plunge in and invest in new
sales channels in an attempt to remain in the
consideration set throughout the purchase funnel. New
and more efficient distribution channels for Exchanges
can be expected.
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7. EXPECTATIONS
are being set higher by consumers on businesses, by businesses on
consumers and even on oneself as everyone strives harder to stay
relevant in their own respective spaces.
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8. NOWism
It seemed like just yesterday when we were still looking
at the „morning after‟ trend where an event will last
longer than the actual party hours. People are starting
to shift from posting pictures the next day from last
night‟s party to posting in real time.
Smartphones have enabled people to be able to snap a
picture now, post it right away. NOWism has amplified
fun in real time. According to Trendwatching 2011,
NOWism is part of a larger social, cultural and
technology trend towards greater spontaneity. This
trend is not entirely new but it has surely taken over the
„morning after‟ trend especially amongst the papparazzi
generation.
Why wait when you can share the fun now or tell the
world where to find you in real time. Delayed responses
gives way to our impatience. Expectations are being re-
aligned. Real time pictures of your get-aways, events,
parties, concerts, locations, gatherings and even
feedback from your social universe. Opportunities exist
for brands to jump in and capitalize on this!
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9. Postal Delivery system sees an upgrade
The growth of consumer to consumer transactions and
exchanges physically will create the demand for a more
cost efficient and transparent delivery system. Existing
delivery services have constantly been under pressure
to improve their services from more demanding
consumers while lowering their costs.
We believe that there will be significant investments
made in the category which could be offset by growing
scale of economies and also improved technological
upgrades to infrastructure. This may also signal more
entrants into the market, providing better delivery and
collection methods creating a possible resurgence in
courier services, essentially an upscaling of the snail
mail to parcel deliveries.
Expect lower delivery costs, more efficient systems, a
nationwide advertising campaign touting better
services, greater price transparency among the service
providers.
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10. Boys, move aside! Here comes the girls
The latest Malaysian 2010 Census reported
there is 105 males for every 100 females.
While boys may tip the scale a little in terms of
gender composition, the latest statistics on
students enrolment in institutes of higher
education from the Malaysian Ministry of
Education shows that females make up 55.6%
of total enrolment in 2010 up from 54.6% in
2007.
Shifts are already slowly unraveling, where
more educated women are flowing into the
white collar workforce, filling in executive
positions and becoming more empowered, at
home and at work. With more control over their
finances, more spending power and a growing
variety of choices, expectations on their
purchases can only get higher and definitely
more demanding.
This dynamic shift could mean a need to
capture the greater opportunities presented
for marketers, while signaling a relook at
messaging and message delivery. Get ready to
think about new products, new services and
new advertising campaigns targeted
specifically for this rising empowered group –
cars just for ladies anyone?
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11. EXPERIENCE
will be spurred on by new technologies, growing bandwidth demands,
content and customised applications that may change or motivate
consumers to take on sporadically different media consumption
patterns.
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12. Group Clout, Friend or Foe of Retail?
Group Clout has become a new retail trend. Now
customers who are online are able to increase their
individual buying power through communal purchases.
This new retail trend creates „temporary‟ communities
that are likeminded and together take advantage of
group discounts made available either through bulk
purchases or special one-off deals by the retailer.
Retailers will also benefit from group buying by studying
purchasing patterns and behaviors, what product
works and what doesn‟t. Offers can also be used to
push slower moving products or even hot items as
„cash cow‟.
Group buying has started to pick up momentum in
Malaysia, mostly on restaurants and spa deals. We
foresee more and more brands that will start to look at
this opportunity. So logically speaking, Malaysians love
discounts. Don‟t we all? Plus there is very low risk on
group buying, because after all you are getting a good
deal! You either buy it or don‟t.
Two key consumer experiences will be the growth of a
more regulated environment to pool resources together
and a definite uplift in the endorsement of impulse
purchases due to the limited timeframe on the deals.
Also, expect to see more retailers from different
categories to join in once they see the viability of this
movement.
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13. Move Over, FOURSQUARE
Strangely, just when you think coupons are dead, they
are back! Location based services (LBS) will continue
to be huge in the 2011 and will become the modern day
equivalent of a coupon book.
Soon everyone will realize that how not very exciting is
Foursquare is. How many badges do one need? Going
to a place and check in. The more you check in, the
higher chances you will become the mayor of that
location, and perhaps get some benefits. Now isn‟t
there a simpler way to earn these discounts?
Malaysian have always been value focused and love
coupons or vouchers. So imagine the next time you walk
into your favourite store, you will receive a mobile
coupon that entitles you to immediate discount off your
favourite jeans. No more snipping and chasing for
coupons and vouchers. No one really likes to carry
them anyway. If you are a bargain hunter, now imagine
you don‟t need to be seen on the aisle that says 70% off.
Wouldn‟t that be a more uplifting and hassle-free
Experience in itself?
Foursquare is a nice location based social networking
site, enjoy it while it last.
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14. Interactive TV Experience will slowly but surely invade
the living room
Interactivity here is about the living room TV Experience
taking another big leap forward ever since the birth of the
remote control by placing even more control and choice at
the hands of the viewer. Increasing bandwidth will enable
this experience in the living room, with the national rollout
of fiber optic services from Unifi and Time.
Options to build this experience includes : -
• Over-the-top boxes (think ROKU, Apple TV, Google TV)
by other grey manufacturers, especially those from China
that links up to less regulated websites offering endless
hours of Korean and TVB dramas on demand.
• Other devices like XBOX 360, PS3 are also existing
options
• Internet enabled TVs where manufacturers are
scrambling to build interfaces that integrate with content
providers like YouTube and other video platforms.
Possible tie ups with local providers like TonTon and Maadu
may be something either content provider or product
manufacturer may want to look at to gain first mover
advantages.
Implication: The opportunities and new spaces that
emerge are vast. Imagine branded interactive experiences,
instant product online search side panels, social support
and endorsement systems that affect what you watch and
consume.
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15. Niche is the biggest mass
In 2011, the Malaysian Digital Association reported that
Facebook was the #1 site visited by Malaysians.
With over 9 million users, accounting for every 1 in 3
Malaysians, one would have thought Malaysians have
become “1Malaysia” in a homogenous way.
The reality is the absolute opposite. As borders tumble,
information flows freely, the dynamic influx has resulted
in a plethora of unique social cliques – connected but
distinct.
From local Malaysian football fans to manga comic
devotees, the rise of social media and the information
highway have made it possible for people across the
globe to find friends with the same passion or absorb
new interests, experiencing meaningful and more
diverse relationships, opportunities to delve deeper into
certain subjects led by the opinion leaders who
influences them in many more ways than it was possible
in the past.
For marketers, well-thought out objectives, deeper
empathy into human understanding and a strong
strategy could make or break a brand - no one solution
fits all.
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16. Sports and Patriotism
Winners gain fans, and brands adore winners that wears
their name like a badge.
National sentiments was high with the celebration of the win
of AFF Suzuki Cup, prompting PM Najib to announce a
holiday. This may seem like an indication of how the country
is in need of national heroes, in need of something
additional to cheer for aside from the annual festivals. While
there have been sporting heroes to emerge from Malaysia,
like Badminton world no. 1, Squash Champions, Cycling and
even weightlifting athletes, what‟s unfortunate is these
sports do not share the same appeal as the massive
spectator sports like football, motorsports or even
basketball.
Malaysians are in need of heroes, in need to feel the pride of
national glory, to bask in positivity over their national heroes
win. The AFF Suzuki cup win has certainly given much to
celebrate and expectations have been stoked, reignited and
showered with much more attention.
While sports marketing has always been restricted to the
major brands (Maxis, CIMB, Proton, 100 Plus) or the brands
with a direct interest in the sports (PETRONAS and
Motorsports) which has a regional presence, we believe that
with the growing national appetite for success and more
structured sports marketing specialist units, local brands
may start to see the benefits of taking the lead in building
goodwill with potential future heroes.
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17. Wow, that‟s a lot. Let‟s figure out what it all means.
The first few paragraphs of each slide details
What Is
changes/trends/emerging spaces taking place. Find the ones you
Happening
think most relevant and organise your thoughts around it.
What Does
Think about the overarching themes - Value Exchange, Managing
This Mean for
Expectations, Shaping Experiences and how your consumers look at
People, your
your brands, ways to stay ahead and maintain relevancy.
consumers
What Does
Use these trends as thoughts starter or the reason for a relook at
This Mean for
what else can we do more in 2011.
Your Brand
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18. Today, we want media to go
beyond creating awareness.
Reaching the right target at the
right moment with the right
message has always been
what we do, but is it enough?
Tomorrow, we want to engage
our consumers of today.
Facilitating a real exchange,
meeting new expectations, and
most importantly, delivering
experiences that matters.
Future proof your business today.
Contact the human experience .
people at +603 2059 2600
or email:
youli.hooi@my.smvgroup.com
Human Experience matters .
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