University of Nottingham: Marketing Digitization in Malaysian Telecom

This MBA project examines the benefits and challenges of marketing digitization strategies within the telecommunication industry in Malaysia. The research employs a qualitative analysis method, including interviews with focus groups, to evaluate the impact of digital marketing on Malaysian telecommunication companies. The project explores the significance of marketing digitization, its various strategies, and its importance in the current business landscape. The introduction provides an overview of digital marketing, its evolution, and its role in enhancing customer relationships. The project delves into the importance of marketing digitization, detailing how it improves efficiency, reduces costs, and enhances customer engagement. The study investigates the telecommunication industry, its current state, and the factors influencing marketing digitization. The project also highlights the research methodology, including research questions, design, data collection, and analysis methods. The findings are presented, along with a discussion of the analysis and theory, including a summary of the findings, and a conclusion, reflection and limitations of the study, concluding with suggestions for future research directions and relevant bibliography.

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

communicate in real time with targeted audiences. Customers have become accustomed to
engage with one's brand or company and interact with it.
Marketing Digitization Strategy
Businesses can generate competitive advantage through different means by using Internet
systems. Companies use social media as their primary instrument to develop an knowledge
channel to achieve the full potential of digital marketing. Through this, a company can develop a
system in which customers ' behavioral patterns as well as feedback on their requirements can be
identified. This means of information has shown that those with a long-standing connection with
the company and with customers who are comparatively active users of social media have a
greater impact. To this end, the creation of a social media page will further enhance the quality
relationship between fresh customers and current customers as well as continuous brand
strengthening, thus enhancing brand awareness leading to a possible increase in the Brand
Awareness Pyramid for customers.
Although product pictures may be inconsistent; keeping a good social media presence
needs a company to be consistent in relationships by establishing a two-way data feed;
companies consider their content based on feedback obtained through this channel, as a
consequence of the vibrant setting owing to the worldwide nature of the internet. Effective need
for digital marketing can lead to comparatively lower expenses compared to traditional
marketing methods; lower external service costs, advertising costs, publicity costs, processing
costs, the cost in interface and price of monitoring. Brand awareness has been shown to operate
more efficiently in nations with elevated levels of uncertainty avoidance, including those nations
with avoidance of uncertainty; social media marketing operates efficiently. However, brands
need to be cautious not to be excessive about using this form of marketing, as well as relying
exclusively on it, as it may have consequences that might harness their picture negatively.
Products that serve themselves in an anthropomorphizing fashion are more likely to be
successful in circumstances where a company is advertising to this demographic. "Because social
media use might enhance product knowledge and thus reduce uncertainty, it is feasible that
individuals with strong uncertainty prevention, such as the French, will especially appreciate the
elevated level of social media communication with an anthropomorphized brand." Furthermore,

the digital platform makes it easy for the company and its clients to communicate directly and
exchange intentions.
Appropriate approach is a main point for any organization to create whether it ranges
from business sector to procurement and energy; electronic transformation is a truth in any
market. New technologies pose new difficulties to every business, notably the
telecommunications industry. The telecommunications companies ' client and provider
relationships are indeed increasingly evolving. Many academics are planning efficient strategies
for many. This is shown after checking many of the world's literary works on the digitalization of
telecommunications businesses ' marketing operations, particularly in Malaysia.
Telecommunication Industry
The digital revolution may have permeated most parts of our life, and there has never
been a deeper intersection between technology and mankind. Digital technology, therefore, is all
around us, from shopping as well as accounting to health and wellness. This phenomenon has
also had a significant effect on communications, and digital technology has put the entire
universe in our pockets, enabling us to stay in contact on a screen with just a few taps. Air travel
has reduced the globe, while digital technology is bringing the world to us, wherever we may be.
In a brief space of time, that way we interact has altered deeply. In less than 30 years, we have
shifted through email, instant emails, VOIP, video chat, as well as virtual reality from mobile
letters and phone calls. Today, in minutes, we can see and speak to somebody around globe
halfway. This fast pace of change provides telecommunications businesses with difficulties and
possibilities. Upcoming success now depends on efficient strategy-building, so we're
concentrating on how telecoms can embrace and benefit from digital conversion current and
future.
Telecommunications industry that facilitates the delivery by wire, internet, optical or
other electromagnetic devices of signs, messages, signals, phrases, texts, pictures and sounds or
data of any kind. Telecommunication happens when the use of software is included in the return
of data between communication members. It is transferred through a transmitting media, e.g.
over digital downloads, over electrical wire, or through electromagnetic spectrum, such as
television or light, through space. It often includes human interactions channels such as smart
phones, internet mail, etc. All such as the use of satellite that facilitates frequency transfer from

one end to another. In today's environment, the telecommunications industry is quite crucial, as
its progress in recent times now has the ability to help the world's people communicate in a few
hours to one another; they could even see one another. A further important part to be regarded
effectively by Telco (Communications) companies is the digitalization of marketing activities
linked to this sector. However, advertising digitization technique is used in different fields or
sectors; Malaysia's telecommunications industry is aimed in this research project.
Marketing Digitization: Overview
The type of digitalization of a corporate marketing operation is social networks, apps,
digital marketing, and accurate target group modulation through directing. The
telecommunications industry and different companies engaged in this have been experiencing the
technological revolution in current years in terms of advertising and marketing. This is evident in
the literary works reviewed to comprehend effectively and efficiently the effects, difficulties and
scope of telecommunications companies marketing digitalization. In normal terms, the reverse of
digitization is analog, which means non-digital presence of tasks. In the telecommunications
industry, digital rather than analog is regarded the slogan or the main goal of any corporation to
be profitable in the future by taking advantage of the overall market predominant digital
marketing possibilities.
Digitization as well as digitalization is really the two phrases most frequently used in the
profitable world of today. They sound incredibly similar, but their meaning is slightly different.
Transforming from analog to digital implies digitization. Convert any version information into
another form that a machine can read or easily understand. Digital technology means changing a
business model utilizing digital technologies. A company, for instance, uses print ads to promote
its commodity. Therefore, both of these aspects differ a little bit but both attitudes the same
meaning with advertising that performs marketing operations on online platforms.
Market digitalization can help the telecommunications companies to facilitate the needs
and desires of consumers in a much more productive way. Even elderly people can collect
necessary information internet before making purchases with the assistance of different digital
plate types the consumers. Classical, local retailer pamphlets of telecommunications companies
in Malaysia as well as around the world are no longer having their former promotional effects
and implications of their corresponding customers due to the online marketing tactics that

companies had already adopted to influence their consumers on a much wider scale. Using new
digitization distribution channels including personalized promotional mails, top-of - the-line
social media with Instagram, or custom search electric motor offers via Google. In this way,
advertising digitization can help any Malaysian telecommunications company achieve their
required target group, far better than ever before.
Process of Marketing Digitization
Marketing Digitalization is the method not finished by digitalizing the
telecommunications company's one or a few advertising activities. Alternatively, it is an ongoing
process where almost every purpose of the telecommunications corporate marketing activity has
to be converted into digital content. Transformation of digitization advertising is not something
that companies can enforce as programs. Companies had to recognize it as a continuing and
omnipresent process. There have been no specified steps to be taken by the company to carry out
all of its marketing efforts in digitized format, but overall Malaysia's telecommunications
companies may take steps to digitalize them in marketing prospects:
Research & Outline: Research overview is important because it helps the business researcher of
the selected telecommunications companies in Malaysia to effectively frame the right audience.
Taking a moment to draw up an overview of the respective study can help the investigator to
determine the connections between their ideas, the finest order of ideas, the presence of gaps in
thought process, and sufficient evidence supporting each point. It is an efficient way to think
regarding the current time required by the research scientist before starting writing to finalize
each part of the report.
Content Structuring: The businesses need some information to be reflected on digital media to
be digitized in terms of advertising. The material of each company's marketing exercise acts as
the primary source of attracting suitable customers. The research scientist needed to structure the
content efficiently as it can assist to write the descriptive tags at the right location and at the right
moment.
Marketing Content: Particular study and content overview can help market researchers with
attractive headings and images to create innovative and creative advertising content. In the
advertising digitization system, it is the company's responsibility to nominate some professionals
after examining the research reports. The structure must be consisting of the right audience to