Benefits and Challenges of Marketing Digitization Strategy for Telecommunication in Malaysia

Benefits and Challenges of Marketing Digitization Strategy for Telecommunication in Malaysia
9/8/2019
Student Details

Abstract
Digital marketing is related to marketing activities of companies on various digital
platforms. The word digital is related to connecting through wires and technology. In this
assignment an attempt has been made to evaluate digital marketing strategies involved in
marketing activities of telecommunication companies of Malaysia. The benefits and challenges
are identified with the view to bring creativity in digital marketing activities. The sample of 10
persons are drawn in form of five persons two focused groups. These were interviewed and them
data was analyzed by following qualitative analysis method. The results claimed that there is
significant impact of marketing digitization strategy on telecommunication companies of
Malaysia. For this purpose, the challenges and benefits are also discussed.

Contents
Abstract............................................................................................................................................2
CHAPTER 1....................................................................................................................................5
INTRODUCTION...........................................................................................................................5
Introduction..................................................................................................................................5
Marketing Digitization: Overview.............................................................................................10
Overview of Telecommunication Industry of Malaysia............................................................12
Factors Affecting Marketing Digitization in Malaysia..............................................................13
Marketing Digitization and Telecommunication in Malaysia...................................................16
Dissertation Outline...................................................................................................................17
CHAPTER 2..................................................................................................................................19
LITERATURE REVIEW..............................................................................................................19
Introduction................................................................................................................................19
Marketing Digitization...............................................................................................................20
Telecommunication...................................................................................................................22
Marketing digitization Strategy for Telecommunication in Malaysia.......................................25
Research Gap.............................................................................................................................28
CHAPTER 3..................................................................................................................................29
RESEARCH METHODOLOGY..................................................................................................29
Introduction................................................................................................................................29
Research Questions....................................................................................................................30
Research Design........................................................................................................................30
Significance of the Study...........................................................................................................31
Research Objectives...................................................................................................................32
Hypothesis.................................................................................................................................32

Data Collection..........................................................................................................................33
Sampling Procedure...................................................................................................................34
Data Analysis Methods..............................................................................................................34
Ethical Consideration.................................................................................................................35
CHAPTER 4..................................................................................................................................36
DATA ANALYSIS AND INTERPRETATION...........................................................................36
Introduction....................................................................................................................................36
Process of Data Analysis...........................................................................................................36
Types of Data Analysis..............................................................................................................37
Effective Analysis Barriers........................................................................................................38
Collected Data Analysis and Interpretation...................................................................................39
Qualitative Data Analysis..........................................................................................................39
Conclusion.....................................................................................................................................46
CHAPTER 5..................................................................................................................................47
DISCUSSION OF THE ANALYSIS AND THEORY.................................................................47
Introduction....................................................................................................................................47
Summary of Findings....................................................................................................................48
Conclusion.....................................................................................................................................58
CHAPTER 6..................................................................................................................................60
CONCLUSION, REFLECTION AND LIMITATIONS...............................................................60
Introduction....................................................................................................................................60
Conclusion of the study.................................................................................................................61
Reflection of the study...................................................................................................................62
Marketing Digitization Challenges............................................................................................62
Marketing Digitization Benefits................................................................................................63

Limitations of the study.................................................................................................................65
Future Scope of the study..............................................................................................................65
BIBLIOGRAPHY..........................................................................................................................67
APPENDIXES...............................................................................................................................72

CHAPTER 1
INTRODUCTION
Introduction
Digital depicts electronic technology generating, storing, and processing information in
two favorable and non-positive phases. Positive may have expressed as well as represented as the
number one as well as the number, zero has not been positive. Thus, information transmitted and
stored using digital technology has been displayed as a 0's as well as 1's sequence. With fresh
physical information media including satellite as well as fiber optic transmission, modern
technology is mainly used. Many people now use this software in a multitude of tasks. Some of
them are digitization marketing, where an organization's marketing methods are attempted to
digitize from hard copy papers. This is the promotion of goods or services using electronic
technologies, primarily on the Web, as well as on mobile phones, display ads or any other digital
media. Digital marketing platforms are internet-based systems capable of generating,
accelerating and transmitting product value through digital providers from manufacturer to
terminal customer.
By leveraging internet marketing strategies such as social media marketing, survey
marketing, as well as social media marketing, digital marketing is the process of creating and
selling goods and services. Digital marketing, however, is no distinct from traditional marketing
in several respects. Smart organizations are both seeking to create positive relationships with
prospects, leaders, and clients. The reality is, digital marketing currently is less about
"electronic" and more about "advertising," mainly because of the era of online marketing. It has
already created its fundamentals. The goal of the company at Digital Marketing firm is to clarify
the confusion regarding the current strategies that work and how they can be used to develop
their company. They should stand up against those so-called experts who encourage the next
"bright item" that is claimed to destroy email marketing, digital advertising, as well as
optimization of search engines. The Consumer Value Voyage is the strategic basis of all the
Digital Marketer businesses do. It is the principal template on which all other disciplines and
tactics of digital marketing are constructed. The content marketing not only will attract
opportunities for that purpose but will also transfer them via a marketing channel to drive more
revenues and develop the company of the corporation.

The key to valuable digital marketing is traffic. When one can practice traffic takeover,
they can literally drive traffic, revenues, and eventually, growth. Digital Advertiser's Customer
Significance Journey is the strategic base for everything consumers do. It is the core template on
which all other disciplines and tactics of digital marketing are constructed. Electronic clicks from
advertisements, email, social networking sites, or search engines such as Google can be the
information source. Offline marketing may include direct mail, television or radio advertising,
print advertisements, or anything else that receives the call to action before your prospects.
Traffic is derived from electronic marketing's quality content. Ideal content is not about the
business, brand, or its goals. It's about providing the correct data at the correct stage in the client
trip to the opportunities of the business. Most companies will post material on a newspaper and
social media platforms such as Facebook, Instagram, LinkedIn, etc. in the digital marketing
phase. They choose to add further top-of-funnel information to the combination once they
experience these two kinds of content, such as a show or a print magazine. Content marketing is
a key element of any contemporary digital marketing strategy that needs to be regarded
effectively by the company.
It's different every company. Every company must therefore approach its digital
marketing with a distinctive strategy as the route to achievement of everybody will be distinct.
Notwithstanding our simplification of the word strategy, there is no doubt that actually
constructing one can be hard to get started. To set up the company of the company for internet
achievement, it is essential to develop an efficient digital marketing strategy. The digital
marketing strategy may require various digital approaches, each with distinct objectives and
many moving parts, depending on the scale of the company of the individual. But returning to
this easy manner of thinking about strategy can assist the organisation remain focused on
achieving these objectives.
Importance of Marketing Digitization
Every other business ' digitalization method helps in enhancing process
by bringing effectiveness, consistency, as well as quality. It can incorporate standard documents
or files in an electronic form, eliminating redundancies as well as shortening the chain of
interaction. Enhance and promote a better exchange of information. In terms of advertising, in
this marketing digitalization phase, all the operations, documents as well as procedures linked to

a specific company's marketing operations are digitized. When it is used sensibly, the method of
digitizing marketing operations can lead to important productivity increases and can decrease
some expenses, which in addition can boost the productivity of that company's marketing tasks.
A customer-centered website, SEO, Social, UX Design, as well as Email Marketing, can
work together to assist you to build a good internet presence is crucial for digital marketing.
Each essential by itself can assist you handle various elements of your internet presence,
establish relationships with current clients, or attract fresh clients who are looking for what you
have to give. In order to benefit marketing campaigns, companies can use digital marketing in a
variety of respects. In the internet age, that use of online marketing not just to enables brands to
sell their goods and services, but also enables internet customer service via 24/7 facilities to
make clients feel supported and appreciated. Using social media communication enables brands
to obtain both favorable and negative criticism from their clients and to determine which media
platforms are working well for them. As such, online marketing is becoming an enhanced brand
and business benefit. It is now prevalent for customers to post information online about their
knowledge with a particular product via social media sources, sites and blogs. Using and
encouraging these discussions through their social media channels has become increasingly
common among companies to have direct contact with clients and handle the information they
receive properly.
Word of mouth interaction and peer-to-peer discussion, as they are not decided to send
straight from the business and are not scheduled, often have a higher impact on clients.
Consumers are more likely to have confidence in the experience of other clients. Examples may
be that customers of social media share foodstuffs and meal memories that promote certain
products as well as franchises. This has been noted in an Instagram research where scientists
observed that pictures of food-related interactions within their social networking sites were
posted by adolescent Instagram users, offering free publicity for the goods. Using social media
platforms to communicate with their clients and generate these dialogs and conversations is
progressively advantageous for businesses. Social media's prospective reach is stated by the fact
that the Facebook app had much more than 126 million special average customers each month in
2015, as well as YouTube have more than 97 million special average customers. This promotes
the internet's most significant digital marketing function, which has allowed companies to