KUALA LUMPUR (Nov 15): Businesses need to change their consumer engagement tactics to better connect with consumers, said Gojek vice president of creative and executive director VJ Anand.

Speaking at the Malaysia CMO Conference 2019, Anand said businesses should look at changing the ways they market their products and services.

"When you always do the same things in the same way, it creates a blind spot. When you change how you [market to your consumers,] they (consumers) will notice," said Anand, who added that once this is done, brands can better engage with consumers.

He cited that for one Gojek advertising campaign, he did not have a script for the campaign's video.

As such, he argued that the video, while not scripted, captured emotions that could not be scripted, thus allowing for more consumers to connect with the message of the video.

He added that in the same vein, businesses should look at giving an edge to their brands, as well as looking for greater potential in their brands.

As far as what Malaysian businesses can do to enhance the engagement between their brands and consumers, Anand said businesses should look at going more local when dealing with their consumers.

"For example at Gojek we speak like Indonesians, so in the context of Malaysia, speak like a Malaysian to Malaysian consumers," he said, while adding that businesses should also look at communicating to consumers along regional lines as well.