The future is automation: OMD

OMD MALAYSIA   MARGARET LIM   RESEARCH

Malaysia - Human media planners will be replaced by electronic tools that will provide better insights and more accurate marketing decisions, OMD research shows.

Also, brands that will dominate the future must be good conversationalists and encourage personalisation and listening in real time.

These insights, released last night at part of the OMD Predicts series, reveal a changing marketing landscape that is coming, quickly.

The research gives insight on three key topics in Malaysia media that included social listening, the pivotal role of consumers and online TV and real-time buying.

The first prediction is that in three years, listening to consumers in real time would replace surveys as the mainstay of how insights are gathered.

Secondly, brands have to be effective contributors in order to better communicate and influence decisions. To achieve this, brands must understand consumers' behaviour and needs.

Paddy Crawshaw, head of communications planning at OMD Asia Pacific, stressed brands of the future must be good conversationalists and encourage personalisation. "They must also connect people and share the passions of consumers," Crawshaw said.

The last trend indicated that emerging tools for online real-time bidding will be embraced by the TV industry by 2015.

"Soon, human media planners will be replaced by electronic tools that will give us better insights that will allow for more accurate and effective marketing decision-making," Matthew Harty, general manager at Accuen, said.

Margaret Lim (pictured), managing director at OMD Malaysia, said social media networks and mobile devices have given way to multi-tasking like never before.

"Television dominance is weakening in the face of multitude of screens that have invaded the consumer's daily life," she said.  

OMD Predicts is a series of industry events that look at future trends in consumer behaviour. In Asia, the series will be conducted in Thailand, Malaysia and Singapore.

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