Google, the future of marketing

SEGi Group of Colleges (SEGi) recently had the privilege of speaking with Ms Fardina Fuad of Google, who explained how the technology company has gone through a tremendous journey of transformation in response to the COVID-19 crisis. The outbreak has become a source of major health issues forcing all businesses everywhere to close down and prevent the risk of the Coronavirus spreading. Due to this situation, businesses are counteracting by adopting new perspectives that enable them to do things differently. With the advancement of technology such as machine learning and artificial intelligence, the perception of marketing has changed to become more comprehensive and advanced compared to the earliest digital marketing decades ago.

 

The arrival of COVID-19 has transformed Malaysia in different industries such as health and personal care, food and beverage, finance, telecommunication, educational and computer. Malaysians are now more likely to be using online services, but this is proving to be a challenge for digital marketers, especially when competition is everywhere. Professionals are no longer interested in just developing attractive advertisements. Now they believe digital marketing represents something more than just mere existence, like how a brand should have the elements of community building and also how important personalisation in marketing is. Online shoppers are generally more conscious and curious about marketing messages, services and brands.

 

Malaysians, especially now, spend most of their time at home, utilising hardware equipment such as cell phones and personal computers, accessing social media like Youtube, Facebook or Instagram. They are in search of things of interest such as news, products, videos, games, and other forms of entertainment and things to make their lives more meaningful. Technology has become integrated into all aspects of people’s lives and is more apparent, engaging, convenient and accelerated now than ever before.

 

Google helps people to navigate the impacts of COVID-19, ensuring that social services are accessible at any time and making sure communities can access the latest information. While Google focuses on providing short-term solutions, it also wants to help prepare people for the technology of the future.

Google provides instant access to potential information, making online experiences more personalised and tailored to each individual’s needs. There are four simple steps digital marketers must apply in order to achieve growth objectives, and these are being seen, being smart, being fast and being accountable. Adopting these four mindsets will propel digital marketers toward meaningfully reaching and engaging customers online.

 

The COVID-19 crisis has forced most Malaysians to adopt a digital lifestyle. Those used to traditional methods of living and thinking have had to adapt as well. Every year online e-commerce continues to grow as customers continue selling and buying products and services online. Malaysia has become one of the highest growing e-commerce markets in Southeast Asia.

 

Google has continuously invested in understanding changing consumer behaviour and its impact on businesses. Google has nine properties and over a billion users on each platform. Its primary concern as a leading international technology company is to understand its customers’ daily activities in their choices of what to do, what to watch, where to travel and what to purchase. As an integral part of people’s daily lives, Google has become and will continue to be an important part of people’s lives in Malaysia as well as all over the world.