67% of marketers believe that influencer marketing campaigns had helped them reach a more targeted audience. That’s a good thing. Every marketer knows that getting the right audience is a vital factor is generating brand awareness. And in 2018, influencers had helped brands connect with their audience faster and more efficiently.
Instagram’s Stories is so effectively designed that it surpassed Snapchat in terms of usage and popularity in mid-2018. At the same time, Instagram for Business became a powerful marketing tool. It’s a feature that grows fast because it works similarly to FB Ads, fast and convenient, and it can be used by a lot of businesses regardless of budget.
Then, there’s Whatsapp Business. As one of the most used messaging platform in the world, Whatsapp taps into their wide customer base and monetise their B2B services. With this new service, customers can contact the official business directly instead of messaging individual representatives.
Especially in Malaysia, Whatsapp Business has become a common tool that connects local SMEs to their customers. Even home-based solopreneurs can now look professional with Whatsapp Business.
65% of the conversation that happens on social media is about brand stories that people saw and watched. Brands have therefore realised the potential of a good brand story and how it can connect the values of the company to the brand’s audience.
We started the year with Facebook’s shocking scandal with Cambridge Analytica. As the world’s top social media platform, the impact of this scandal resonated throughout the year and all over the world. CEOs of Google and Facebook were called to congressional hearings to discuss if their services have malicious intent against the public. And the European Union almost immediately enacted the GDPR, a law to prevent such things from happening again.
Brand trust continued to suffer as the year progressed. Some of 2018 worst breach of trust include Goldman Sachs (linked to 1MDB scandal), SingHealth (data hack), and Uber (US data breach). As a result of all these news, customers became warier of what information they shared, and became more sceptical to the content and adverts they saw.
Content still rules in 2018, and is getting more traction especially in Malaysia. More and more brands realise that content marketing is no longer a fad, but a practical mechanism in an era of social sharing. Content is also a great combatant against traditional advertising where people trust less these days.
Adding to the fact that internet is pretty fast in the country, and more and more people are using better internet, online shopping will continue to be a part of Malaysians’ shopping culture.
Aside from chatbots, smart speakers like Amazon Alexa and Google Assistant gained a lot of attention in 2018 for their innovative solutions and benefits. Voice search features like Siri and Cortana are also getting more common as people learn to use them in their daily life.
Brand360 had also hopped into the trend of using gradient colours for our Merdeka and Malaysia Day posts.
At Brand360, 2018 had been another great year. We’ve published a brand strategy playbook, an ebook free for download and had helped many clients in a broad range of branding and marketing aspirations. What would 2019 have in store for your business? Be sure to have your branding all planned out!
Brand360 wishes everyone a Happy New Year 2019!
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