E-Commerce and Social Media in Malaysia

LU 6 Digital Marketing (1)

• This module covers digital marketing for entrepreneurship, focusing on the use of online platforms
• The course objectives are to teach students the basic use of online marketing platforms (e.g., Facebook, Instagram, WhatsApp, websites, marketplaces, and TikTok), affiliate marketing concepts, and dropshipping
• The course outline includes an overview of e-commerce in Malaysia, introduction to digital marketing, digital marketing media examples, and digital marketing approaches for sales/income generation (e.g., affiliate marketing and dropshipping)

Overview of E-commerce in Malaysia

• E-commerce plays a critical role in supporting businesses of all sizes in Malaysia
• Malaysia's online sales value is projected to reach US$6.297 billion in 2021, nearly doubling from Singapore
• Businesses are adapting to the competitive environment by utilizing e-commerce platforms to promote and market their products/services online

Course Objectives Explained

• At the end of the module, learners will be able to:
  • Understand the basic use of diverse online marketing platforms for businesses (e.g., Facebook, Instagram, WhatsApp, websites, marketplaces, and TikTok);
  • Understand affiliate marketing and dropshipping concepts;
  • Apply basic usage of WhatsApp, Facebook, and Instagram for business purposes.

Course Outline Details

• The module covers e-commerce in Malaysia and various digital marketing media/approaches
• The different approaches include WhatsApp, Facebook, Instagram, websites, e-marketplaces, TikTok marketing, affiliate marketing, and dropshipping.

WhatsApp for Business

• Free to download via https://www.whatsapp.com/business/?lang=en
• Used for personal connections with customers, highlighting products/services, and answering questions
• Basic Features include Creating product catalogs and special tools for automating messages, sorting messages, and responding quickly.
• Key Communication Features: Automated messages, response templates, quick replies, and insight messaging statistics.
• Usage examples include customer communication, customer support, customer feedback, promotional activities

Facebook for Business

• Types of Facebook accounts: Profile (personal), Page (business/brand/public figure), and Groups (community forums)
• Facebook Marketplace is used to advertise products and target local customers
• Companies utilize Facebook for social media campaigns and customer engagement

Instagram for Business

• Focuses heavily on high-quality photos and videos
• Brand identity and visual aesthetics are crucial
• Tools and apps are used to edit photos and videos
• Shoppable posts can be used to sell products through business accounts setup
• Key Features for selling through Instagram: Instagram Shop Tab for direct product purchases, information required for transaction, available payment methods (Visa, Mastercard, American Express, Discover, PayPal)

Website for Business

• Websites are critical for business credibility and brand showcasing
• Eighty-eight percent of consumers research product information online before buying, highlighting the need for online presence
• Website development options include website builders, CMS (e.g., WordPress, Joomla, Magento), DIY with HTML/CSS or hiring a web developer/designer

E-Marketplace

• Electronic marketplaces connect buyers and sellers.
• Examples include Lazada, Shopee, and PG Mall. All transactions are managed by the platform owner
• Companies utilize e-marketplaces to reach customers seeking their products/services

TikTok Marketing

• Businesses are utilizing TikTok more and more since 2019
• Success on TikTok requires familiarization with the platform, defining target audiences, aligning marketing objectives, and experimenting with various strategies

Affiliate Marketing

• A company/seller/creator pays a commission to a third-party publisher or affiliate for promoting products/services.
• Examples include Canva and Shopee affiliate programs
• Key participants include a company/seller/creator, affiliate, and consumer

Dropshipping

• An order fulfillment method where the business doesn't keep products in stock
• The supplier ships products directly to the customer, and the business earns a profit margin

Facebook Page for Business

• Avoid using a personal Facebook profile for business, and create a Facebook Page
• Use a recognizable profile picture (e.g., logo/product)
• Create an engaging cover photo relevant to your brand/service
• Fill out all the details related to your business in the About section
• Post photos/videos to increase visibility and engagement
• Monitor comments and respond to inquiries effectively
• Strategically schedule postings and leverage relevant targeting tools