PT. Asaba Utama Corporatama

Adapting Marketing to Changing Customer Behavior

For past year ago, the customer journey was strong because touch point is limited. But now customer purchase decision driven by algorithm rather than brand. The discovery channel switched from search intent driven to impulse driven discovery. UGC and affiliate more convert than ads banner. Brand loyalty can no longer be built at the discovery stage, but after the first purchase through experience.

"Brand loyalty can no longer be built at the discovery stage, but after the first purchase through experience."

In my opinion, these programs must run concurrently. It's like a cycle, starting with delivering positive customer feedback that ultimately leads to achieving KPI goals. For example, for my sales program, I prefer product bundling tailored to customer needs over large discounts. I also create loyalty programs for repeat customers, such as gifts with purchase, vouchers for second purchases and shipping subsidies. These implemented programs have an impact for KPI Goals, review positive have increase and customer retention has gone up.

Building Sustainable Growth through Smarter Promotions

The key lesson come from my experience from campaign big sale (double date) in marketplace. ROAS numbers hit strong and sales volume are up. But when I analyzed from this campaign, I found that average order value during the campaign was actually lower than non-campaign period. Promo discount is interesting for customer sensitive price not for brand. Since the marketplace gives subsidy support, I didn’t need to cut price. So, I switched the discount price to bonus product. The lesson I took, sustainable growth means designing promos that build value, not just urgency

Building Customer Value for Sustainable Growth

The success customer experience is often reflected in repeat orders, recommendation product for their community/network on social media, give rating and sales will be growth.

Digital advertising will make customer know our product. Creating value for customers will make them return and recommend the product. Building expertise in both areas requires data analytical skills, customer empathy and continuous learning. Understanding how each touchpoint will be impacts to overall customer journey is essential for sustainable growth.