Malaysia's retail landscape is evolving rapidly. The universe of stores and channels are exploding driven by rapid urbanisation, the rise in connectivity and consumers’ increasing demand for convenience. Add the emergence of online grocery shopping into the mix, and pressure is mounting for FMCG manufacturers and distributors to remain competitive. The key to success is to know where exactly to place your product.
Malaysia’s Generation Z is the generation that grew up with the internet for all of their lives. They make up 26% of Malaysia’s population and have unique characteristics that set them apart from the Millenials and Baby Boomers, particularly in the way they consume content and relate to brands.
Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? Effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Whether watching TV, checking emails, or flipping through a magazine, it seems like everywhere we look there’s an opportunity for advertisers to connect with us, earn our trust and deliver their message. So has all this media proliferation watered down the resonance of their messages?