New study finds Malaysia e-wallet brands not utilising media to build presence

If you have trouble thinking what to eat in Malaysia, then the e-wallet brand in Malaysia is in the same boat. Confusing and sometimes unheard of, using an e-wallet in Malaysia is not an easy task. However, TEAM LEWIS has recently E-Wallets Marketing Engagement Index report, analysing 15 of the leading e-wallet companies in Malaysia. The study might surprise you so let’s dive down to it at below.

Before we start, you should know the analysis is based on a proprietary methodology, the LEWIS Marketing Engagement Tracker (LEWIS MET), that measures and quantifies companies across 9 key categories such as social media, security, personalisation, user experience, that make up the modern marketing mix. The findings reveal critical insights, such as where brands are both strong and weak, challenged or exposed in their marketing engagement.

Here are the key findings:

• MayBank2U was ranked #1 among the 15 e-wallets analysed in the LEWIS Marketing Engagement Index, scoring highest across all categories including social presence, digital engagement, site optimisation and CSR. Other brands that made the top 5 are GrabPay, TouchNGo, Boost and Lazada Wallet. 
• All brands in the top 5 displayed higher-than-average user experience scores, an attribute that consumers today expect as part of their digital brand experience. 
• The top performing brands noticeably pivoted their communications on owned platforms by featuring COVID-19 related information, resources or marketing campaigns. 
• Although this showed receptiveness and adaptability, overall scores for CSR projects and community engagements were low amongst all 15 brands. 
• In general, the Malaysian e-wallet brands analysed had a higher score for mobile, chat and app as compared to the 2020 Global 300 average by a margin of 8%. 
• Malaysian e-wallets outperformed the brands in the 2020 Global 300 by a margin of 4% in terms of its social presence.

In addition to the key findings, the report outlines the performance of the top 5 e-wallet brands, key marketing recommendations and concluding with an outlook of the e-wallet industry. The full report can be downloaded here. Companies interested in a free assessment can get in touch with TEAM LEWIS Malaysia at hellomalaysia@teamlewis.com. 

_{Credited to TEAM LEWIS}