Karina Wardhani On Mobile Marketing
How challenging is app marketing in the travel industry?
Since travel is not something that most people need on a daily basis, the challenge is on finding the customer right when they need it and making sure that they come back afterward. Since the travel industry is as competitive as it can get, earning loyal customers is among the top challenges. With the competitors everywhere (offline as well as digital) and of different levels (regional as well as global), we always keep it in our mind to acquire not just users - but loyal users.
Tell us about your journey as a marketer so far?
My journey as a marketer so far has been an exciting one! Through the years, I’ve got the chance to work with various media and various industries, from social media marketing to app marketing, from the banking industry to the travel industry. I must say that each and every part of it has its own charm and difficulties, but I enjoy it all. I have spent close to six years in the marketing industry and it has always been around digital marketing. I am enjoying how the industry is shifting towards a larger dependence on the data and user-centric approach. As new channels keep growing, it keeps the interest going for me as a marketer.
Any trends that you would like to share with us?
As for the trend, based on our survey, 8 out of 10 people are planning to travel in 2020. They are interested in scenic destinations, affordable destinations, and destinations with historical and cultural heritage. Also, I believe that the relevancy of the ads plays a big role. Thus, it is important to keep the ads targetted and relevant. We are trying different solutions—with programmatic being one of them—to serve the audience with more focused and relevant ads to improve the experience. With Covid, traveling has got reduced, and so, once the situation is better, it would only pickup more.
What keeps you motivated in the marketing domain?
The challenges and the everchanging nature of it. What worked a couple of years ago might not work today and what works today might not work tomorrow. Although the essence of it stays the same, the how is not and we need to always be ready to adapt. Some of the other key motivators for me are understanding changes in user behavior, learning various analytics models on different platforms, and accordingly framing my marketing strategy. I totally love this progress.
What advice would you like to share with young marketers?
Get a good understanding of the target audience—what they want, what they do, and what they might be thinking. They’re not only some numbers on your screen, after all! When you build a campaign, treat users the way you would like to be treated by other brands. So, keep up the hustle. Keep experimenting with your options. Keep taking some calculated risks. Rely on tested solutions, but keep looking for something new and untrodden. That’s how you learn the best.