Marketing the future: how advertising analytics is changing advertisers and marketers behaviour in Malaysia

  Advertising functions as an important communication tool in our global society.
It’s vital for both businesses and customers. (Faruk et al., 2022). Businesses utilize it to
display and promote their products to a wide audience. Advertising is powerful and
informative. It tells captivating stories that can motivate potential customers to make a
purchase.
Advertising is more than just selling products. It involves telling stories that
connect with customers and understanding their desires. This combination of impactful
advertising and customer behaviours comprehension can influence market trends and the
economy (Dwivedi et al., 2021).
When used effectively, advertising can inspire customers to act, shift market
trends, and increase a company’s profits. It is a constantly evolving field, continually
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planning new methods to engage with customers and make a substantial impact.
However, the digital era has introduced advertising analytics as a valuable tool for
reaching the right audience and evaluating advertising success (Team, 2022). Utilizing
advertising analytics allows advertisers and marketers to enhance their messages’
visibility and effectively connect with their target audience. This tool also aids in
minimizing unnecessary distractions, ensuring the message is delivered effectively.
The use of advertising analytics is becoming increasingly important for
advertisers and marketers. The growth of digital marketing research in Malaysia, the
increasing role of social media in digital marketing, and the need for more research in
areas such as online shopping, industry adoption of digital marketing, and the impact of
digital marketing on different segments of society (Khan et al., 2020).
It is important to consider the increasing use of advanced advertising analytics,
and the changing behaviours of advertisers and marketers in response to these
developments. This includes understanding the effectiveness of different advertising
strategies, and the role of data-driven insights in shaping marketing decisions.
Additionally, it is crucial to explore how advertising analytics 2.0 is influencing the future
of marketing and advertising practices, particularly in the context of emerging
technologies and evolving consumer preferences(Khan et al., 2020).
Advertising Analytics 1.0 was beneficial for evidence-based decision-making, but
it had limitations, particularly in our rapidly evolving digital world. Basic metrics such
as clicks and impressions do not provide comprehensive information, making it
challenging for advertisers and marketers to comprehend customer interactions with their
ads and improve their campaigns. (Grewal et al., 2020).
The ads were often displayed to the wrong audience, hindering the formation of
successful interactions. Additionally, inadequate data collection and updates made it
difficult for advertisers and marketers to understand customer preferences and compete
effectively. With the advent of new technologies like social media and mobile apps,
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enhanced analytics are necessary. This is where Advertising Analytics 2.0 steps in,
offering significant advancements (Dwivedi et al., 2021).
Advertising Analytics 2.0 uses smart technology to change how we do things in
the industry. It gives important information from different places and helps us handle
limits on data. This makes it possible to create campaigns that are personal and make a
big impact (Faruk et al., 2022). Adapting to changing data environments, balancing
personalization, and privacy, and accurately identifying conversions can be challenging.
However, despite these difficulties, this method can yield a higher return on investment
and the opportunity to predict future marketing successes.
Advertising Analytics 2.0 has revolutionized marketing in Malaysia. This data
focused approach enables advertisers and marketers to reach their target audience more
effectively. Additionally, the integration of AI can further enhance their advertising
strategies (Haleem et al., 2022). With customized ads and regular campaign changes,
advertisers and marketers can learn about customer behaviours and adjust their offers to
boost sales. Using high-tech analytics helps them make data-driven decisions that
improve their ad results (Rosário & Dias, 2023).
Advertising Analytics 2.0 is a method used by advertisers and marketers in
Malaysia to assess customer preferences (Saura, 2021). Privacy and bias in algorithms
are ethical issues. These can be managed by being clear and honest about how data is
gathered, used, and shared in marketing that uses data. People should have control over
their data, including how it’s gathered, used, and shared (Pascucci et al., 2023). We can
use privacy-focused methods like federated learning. It lets us build models using data
from different places without sharing the original data. This way, we keep privacy intact
while working together on model training (Nordin & Ravald, 2023).
These steps help us use data wisely in marketing. We use data and analysis to
make better marketing choices. This helps advertisers and marketers understand customer
preferences and behaviours, allowing them to create ads and campaigns that are more
specific and personal (Lim & Rasul, 2022).