[Think Insights with Google MY Newsletter] The Malaysia Music Opportunity Online (March 3, 2015)

[Think-Insights-Google-MY]

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March 3, 2015

by Yau Chuan Ng, Industry Analyst

The Malaysia Music Opportunity Online Malaysia’s high internet and smartphone penetration makes us huge consumers of content online. On average, those of us with access are consuming on the internet 2X more than we do on TV. In particular, recent research from TNS found that those of us who research product purchases online are also listening to music online. 72% of us do so regularly. Brands Tied to Music can be Relevant All the Time

Brands are constantly wondering how to stay top-of-mind even during the periods when consumers don’t have to think of them. How do you make sure customers continue being loyal to your brand and keep coming back for more? For example - the average millennial may only need to think about phone plans once every couple of months before reloading his prepaid plan. The average parent only needs to think about buying baby food products and groceries once a week, and so on. Here’s an idea. Give them music. They listen to music everyday. Give it to them by bringing in popular celebrities and organizing big concerts. Give it to them in smart partnerships, such as with popular music apps like YouTube and Spotify. Reward loyal customers with music! Show your brand any chance you get alongside the celebrities we look up to. Give them so much utility through music that consumers can’t help but think of and listen to you all the time. Here are some ideas on the kinds of music that brands can build affinity with, based on the top genres and artists on YouTube (Talk about pop being mainstream) currently. It’s great to see a mix of international western artists as well as some regional and local ones there. Indonesian artists seem to be super popular here!  Building this sort of brand equity is more than valuable - it’s priceless. Hope you found this edition of the newsletter useful and insightful. On behalf of Google Malaysia, have a good week ahead!

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