35 per cent of Malaysians said digital marketing increased their interest in a brand, according to a survey conducted by London-based market research firm, Taylor Nelson Sofres (TNS). Over 50 per cent of the Malaysian respondents said they got interested in brands such as Sony, Malaysian low-cost airline Air Asia and Pizza Hut because of digital marketing.
Digital awareness was highest for Air Asia (85 per cent), followed by Nokia (78 per cent). Both brands scored higher than the top-ranked brand recall in other markets, the survey revealed. Approximately 61 per cent of the respondents recalled seeing sponsored online content. It covered 3,000 consumers aged 15 to 39 from China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand.