Michelle Aditjokro On Mobile Marketing
What made you pick a career in digital marketing?
I believe I have always had an inclination for marketing. When I started my career in 2016, I was involved in both - digital as well as offline marketing. As I spent more time in the industry, digital marketing gained more attention because it’s still growing and for the possibilities of innovation that it offers. Moreover, it has an abundance of opportunities. With the growth of mobile users, you can reach every audience in every region of the world using digital marketing today. It has empowered us as marketers to be a strong connection between users and the business. It is also a crucial foundation to empower commerce in Indonesia, as it is Tokopedia’s mission to democratize commerce through technology.
What do you think about the impact created by Video on consumers?
Every advertising study out there is in support of video ads and I don’t doubt that. Even if I see myself as a customer, I have a higher tendency of engaging with a brand of which I have seen a video. Videos are easy and accessible to almost all potential clients for us. You can use them to target users at every stage - be it branding, decision making, or purchase. They leave a better impression than most other formats out there. It’s all about serving the right video to the right audience at the right time.
What do you think about retargeting ads? Am I engaging my customers, or am I just annoying them?
At Tokopedia, as a part of our 3 DNAs, Focus on Consumer, our main focus lies on our users, and we believe that retargeting ads play a key role in helping us serve our users better. We intend to show the ads they are willing to engage with and only on relevant platforms. Since different customers have different preferences of channels, we try to reach them across. Opting for a platform that focuses on user intent, we are able to build custom journeys for different audience segments. Obviously, there is a frequency capping with it. All the while, we pay dedicated attention to analytics to evaluate our performance on user experience as well. So from this, we are also applying one of our 3 DNA elements for our Retargeting ads, to make it happen and make it better.
What strategies work best to convert installs into engaged users?
There are many ways that you can engage the customer once they have installed the app. The retargeting ad is one of them. How you use them is the key. Good thing is that when you look at the strategy side of it, there is a lot that you can do as a marketer. With deeper data modeling, you are able to trigger the ads on the right platforms to different users with the product that they are most likely to buy. Retargeting ads, specifically over programmatic, give you customization at every level - timing, message, format, and what not.
Why is it important to connect with users across multiple touchpoints?
To keep guiding the users in the funnel, you gotta be wherever your customer is. Also, you have to look for every opportunity to get their attention and bring them back to your app. It’s a war-like situation. The appeal of various touchpoints among consumers varies. We never know what will exactly work, but we just rely on what’s more likely to work. That makes it crucial for us to remain active across multiple touchpoints either paid programmatic channels or CRM channels - look for every opportunity available and keep reminding the customer about our brand and our products, applying our Growth Mindset 3 DNA element, to simultaneously grow our platform and services to reach more users.