Kuala lumpur: Digital platforms are a key element for start-up businesses to build resilience and drive sustainable growth, according to industry players.

According to BERNAMA News Agency, founder and chief executive officer of animation company Durioo Sdn Bhd, Sinan Ismail, stated that digital platforms could act as a research tool for start-ups, helping them to understand their target audience. Sinan emphasized the importance of learning about customer journeys and digital funnels through various digital means such as LinkedIn, TikTok, and YouTube to design meaningful touchpoints for customers.

He shared his insights during a Knowledge Hub Power Talk titled 'Building Resilient Business Growth Through Branding and Digital Platform,' held in conjunction with the Malaysia International Halal Showcase (MIHAS) 2025. The event included key speakers like Grey Cafe founder Sid Murshid and Zus Coffee co-founder and COO Venon Tian.

Sinan also recommended that startups leverage the 'other people traffic' (OPT) strategy by collaborating with brands or individuals with a large following. He advised startups to identify these 'other people,' understand the best channels for their audience, and build strong relationships with them.

Meanwhile, Tian highlighted how digital platforms assist businesses in data collection, crucial for business growth. He noted that Zus Coffee relies heavily on data gathered through their app and other digital platforms, as well as insights from their retail presence, to guide decision-making.

Tian also discussed cost-efficient strategies for brand awareness, sharing that Zus Coffee initially focused on measurable strategies instead of expensive marketing. As the company grew, they started investing in brand-building efforts like billboards to enhance long-term brand trust and visibility.

Sid Murshid shared his experience with digital platforms as a business owner and content creator, stressing the importance of authenticity in content creation. He encouraged businesses, particularly in the food industry, to be bold and authentic to connect better with customers, emphasizing that businesses sell to humans, not computers.