Naphaschaya Kanjanasomkid On Mobile Marketing
What do you like most about marketing?
My passion for marketing is the infinite learnings acquired throughout my career because my most favorite part is to see the realistic performance, analyze, and always improve. Even though I love art and designs, my creativity reflected in my work must also be measurable so I know the next steps. If the performance from certain experimentation is not good, we will know that we need to try something new.
What are the new tools or tactics used to acquire and retain customers on your app?
Building an ecosystem that benefits the customers in return is how we acquire and retain them. Joy Pay, for instance, is a new social commerce tool to acquire new buyers and retain current customers. By sharing JD Central products in social media using the URLs generated from Joy Pay application, the users will get the commission after people click on the URLs and buy the product. Joy Payers generate their income from the commission while we acquire new buyers and retain them as loyal fans. In addition, we have “ShareBuy,” where people can buy in groups and save more money together, “Chopshop,” where people can slash the deals to reduce the prices with their friends, and a lot more gamification approaches for you to stay tuned!
What are your thoughts about increasing customer LTV?
It all goes down to the basics. Customer experience is key to increasing the LTV. With the value proposition in authenticity and fast delivery, we are certain that our customers receive best-in-class experience from their very first orders. Although aggressive promotion definitely boosts the sales uplift, “trust” is built over time and is more sustainable. We are the first player to claim that our products are 100 percent authentic. Apart from that, we are confident in our logistics and fulfillment services with eight warehouses in Thailand. How do you feel if the order you have just placed this morning is delivered to your door in the afternoon? Impressive right? That is where we want to go.
What do you think about retargeting ads? Am I informing my customers, or am I just annoying them?
As a performance marketer, I personally believe in the ads which highly leverage the buying intent signals like retargeting ads. People love relevancy; hence, I think retargeting ads resonate with their needs the most since these products were what they have recently viewed or even added to cart. To answer your question, I think retargeting ads are reminding and informing them with the most relevant message at the right time. Segmenting the audiences based on their behaviours and communicating with tailor-made messages in each buying stage is entirely a win-win situation for both the customers and the company. On the other hand, we have to limit the frequency cap to ensure that we do not annoy the customers after a certain period of time has passed.
Can you spot the future mobile marketing trends?
Besides chatbots, automation, and other technologies powered by AI, I think personalization remains on the rise especially in the e-commerce landscape. Let’s imagine we are in a department store then the staff comes to us and introduces a special offer of our favorite skincare. We would find it hard to reject the offer. Similarly, AI needs to be so powerful that it can predict and provide what individuals like from the homepage to purchase confirmation page. Combined with intelligent analytics tools, marketers like us can adjust the strategy instantly and stay top of the performance.