Yustianto Tantama On Mobile Marketing
What made you pick a career in digital marketing?
It’s an interesting story. I have a background in computer science and am interested in marketing for a long time, but my introvert character made it difficult for me to get a job in marketing. After one year of work in the retail industry, I finally realized that my abilities and passion could be useful in digital marketing. I got an offer to work in a digital agency which became the starting point of my career. I made a career as an SEO specialist. From SEO to other digital marketing areas, I didn’t even realize when I completed more than six years in this industry. The experience in digital marketing has been amazing. I enjoy the kind of challenges and learning that the industry gives me. I believe there are still many opportunities in this industry in the next few years.
How do you stay ahead of changes in mobile marketing?
To be honest, it’s quite tough. Mobile marketing is a vast subject and it’s close to impossible to check all the boxes. So, I have to create plans to achieve campaign objectives and prioritize the important ones first. Then we analyze and optimize each activity overtime to get the best results. I always keep an eye on industry leaders, and I don't mean just competitors by that. I try to learn marketing practices even from companies that are not from our industry. I also have many friends from the digital industry so I can discuss new ideas with them. I constantly try to see how I can adapt to those practices to reach our customers.
How do I know if I am connecting with my customers in the right way?
Well, I am taking care of user acquisition as well as retargeting. So you can say that I have to look at the entire funnels. At any stage, if we are not converting users, then there is an issue. But how do we resolve it? We look at campaign data and check the details between ongoing campaigns and our high-value customer behavior data. It's a good thing that we have data for almost every marketing activity, which allows us to find solutions. So, when users are moving smoothly from MQL to SQL to conversion and retention, it is an indicator that we are connecting with customers in the right way.
What strategies work best to convert installs into engaged users?
Reaching them across different channels is an activity that should be done to increase user engagement. In the travel industry, we have several challenges compared to others. Customer sensitivity to prices affects conversions a lot, especially with many local and global players in our country. Grabbing attention in such a scenario requires a personal approach and brand presence in all possible channels. At the same time, we need to ensure that we display relevant advertisements to them. So, we build user journeys and customize the touchpoints according to user preferences.
What are your thoughts about increasing customer LTV?
Understand customer needs. There are various opportunities in the travel industry to increase customer LTV. Someone looking for hotel tickets some may be looking for travel tickets too. And, it will be easier for customers to have travel plans offered by the same brand. So, instead of trying to sell all products to the customer, look for opportunities on how you can offer more relevant options and added value to customers, such as easy to refund, reschedule, and insurance options. When you offer them something that’s valuable for them, they will be pleased with your offering and you will see a growing LTV.