Since July, I was appointed to be the PR & Online Communication for Galeri Petronas and the mission is to manage the digital presence of Galeri Petronas.
This year, Galeri Petronas is commemorating the 20th Anniversary in conjunction with 50th Malaysia Day and I feel that it is the right point to start a new journey. I am putting all of my effort and invite everyone looking at the future with the reference of the past.
And looking at the digital ecosystem in Malaysia as a whole, it is the right time to be presence and not too late to catch up if you are fairly new.
All things digital
I am sure that you have read about the comparison between the digital and traditional media – the pros and cons of both. But personally, if I were to place my personal bet, it will be digital in any case for some of the reasons I am going to outline below:
Within just few clicks and tweaks, we can setup a targeted Facebook ads for our digital campaign. It costs much cheaper and get the message across.
During the old days, people will go to the market to buy the products. But now, the market will come to where the people are e.g. Facebook. That is simply smart if you asked me.
For each dollar that goes out, we want to know where it goes and what it gives us. And a good analyst will look into what the insights data tell us about a campaign or effort.
Hence, when looking at executing a digital advertising campaign, we will look into:
- What type of messages that would attract more people?
- What channels are most effective?
- When we should post the message? Duration, frequency, timing.
- What are the risk and assumptions made? And how do we address them.
- How we could improve it?
Interesting enough we could use a split testing method (A/B testing) for our digital campaign and obtain a real-time data feed/result. So, we can determine which landing page, advertising copy, image chosen are effective for the digital campaign.
Never ending, but milestones
As of now, we still couldn’t see the horizon for a new era other than digital. And like I mentioned earlier, we are still at the early stage. The key is to prioritize and take one step at a time.