HOW TO DO ACQUISITION TO GAIN NEW CUSTOMER IN THE DIGITAL CHANNEL

A B C

20% New Customers

Apa yang akan kamu lakukan?

30% New Customers

50% New Customers

A B C

20% New Customers

KILL!

30% New Customers

50% New Customers

FOKUS ini!

Basic Module on Online Performance

R A C E

A A R R R

Data-Driven Module on Online Performance

THE STEPS TO SUSTAINED GROWTH

Acquisition: How do you get people in the door?

Activation: How do you get them to start using your product?

Retention: How do you keep them using the product and make them willing to come back?

Referral: How do you turn engagement into people inviting others to join them using your product?

Revenue: How do you maintain and measure your marketing budget to increase your ROI?

A

ACQUISITION

Basic of acquisition

Connecting with your

audience with scale and

timing

Drive traffic instore &

maximise loyalty

Delivering the right message

to the right person

Target the Right audience

Remarketing

In-Market

Segments

Affinity

Segments

Similar

Audiences

Audience size vs targeting type

Demo & Geo Targeting

Malaysia Indone

sia

Tell Different Stories to Different people

Savvy Mom

Drive engagement & loyalty

Build awareness for brand

Beauty focused TrueView ad to influence consideration

With the right message in the best format

Tap-to-cancel is an industry first

Invitation state

2 sec tap-to-cancel

Only pay to talk to those

that really want to listen

With the right message in an innovative format

Act on basic insight about minimizing

friction for people journeying into the

product. Making it clear where users are

coming from, what they're doing, and

when they're leaving — allowing you to

test out new theories that could change

this behavior for the better.

Channels for Acquisition:

• Online Search

• PPC

• Social

• Content Marketing

• Mobile Marketing

• Affiliate

• Referral

• Audience Network

• Keep it simple

• Single message

• Highlight your most USP

• One objective

• Real goal

• Measure your data

• Always A/B testing

• Is about quality user, not quantity

• Do it fast

• Repeat

Search uses Location, Social, Calls, & much more!

Ad sitelink extensions

Callout Extensions Call extensions

Seller Ratings

Review Extensions

PLA (Product Listing Ads)

Location extensions

Click to Call is a Winner Across Many Verticals

69% 60% 51% 49% 47% 44% 37%

Travel Restaurant Finance Local

Services Auto Tech Retail

% who would be likely to call if the capability was

available in a smartphone search result1

1GOOGLE/IPSOS CLICK TO CALL STUDY, US VERSION: SEPTEMBER 2013 2GOOGLE’S OURMOBILEPLANET RESEARCH

CAC LTV

ARPU

4 DEWA Suci di Digital Marketing

RETENTION RATE

When you're able to directly witness how your users

interact with a product and why they like it, you can

apply those lessons to speed up activation. What

features do people gravitate toward first? Maybe you

introduce those earlier in the user experience. Why do

people come back a second or third time? Juice those

attributes to retain even more new users.

You need to nail down retention before putting a defined

strategy in motion.

User acquisition doesn't really make sense unless

you already have healthy retention.