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Fire Up Your Growth with MarTech in 2021: Indonesia Edition

Faradi Bachri, Country Director, Marketing Services, ADA Indonesia

Content from this blog post was first published in The MMA Indonesia MarTech Report 2021.

Take it from me: Indonesia is one of the hottest markets in the world for eCommerce. Our nearly 200 million (and counting) internet users helped us beat all projections for eCommerce revenue growth in 2020, and I believe this is just the start.

A lot of that growth was no doubt driven by the Covid-19 pandemic, which accelerated digital marketing transformation across all age groups and socio-economic backgrounds.

But as more customers go online and transact in purely digital ways, Indonesian brands have to innovate in how they design online touchpoints, gather data, and personalise the customer experience (CX).

The need to customise marketing messages and customer communications will no doubt continue to swell. None of these messages, promotions, emails, or any other means of communications should be seen as irrelevant or intrusive by customers. But to do that well and at scale, a solid MarTech strategy and stack will be key.

Why You Need a MarTech Stack

To make sure we’re on the same page, think about your sales funnel.

The first part is meant to drive traffic to your preferred media or platforms. The second part of your sales funnel, however, is where MarTech comes into play. MarTech takes care of your owned (instead of paid) media and platforms, including your websites or mobile apps.

MarTech’s role is to optimise your owned media and platforms so they can super-charge your growth.

To do this, marketers work with a MarTech stack, which is a set of tools and products used to optimise and enhance your CX.

How MarTech Drives CX

But with over 7,000 MarTech products in the market today, it’s easy to get overwhelmed.

To help you make sense of them, we classified the various services into four big categories based on their core functions and the challenges they address:

1.   CRO (Conversion Rate Optimisation)

Increases conversions via website, app or other owned platforms through hyper-personalisation and A/B testing.

2.   DTM (Digital Touchpoint Management).

Captures customer behaviour from various touchpoints including website, mobile site, app, email list, and SMS for segmenting and targeting.

3.   LCM (Lifecycle Management).

Automates the process of nurturing leads and customers for products and services that need a longer conversion time.

4.   CDM (Customer Data Management).

Aggregates data from various third party apps for analysis and dashboarding to provide actionable information on your customers.

Where to Begin Your MarTech Journey

Designing your MarTech strategy starts from mapping out your high-level customer journey. Think of how an improved CX in various touchpoints can ignite your growth.

You may begin by asking the following questions:

  • What challenges are we facing when it comes to growth?
  • What media/platforms are we using? Website? Mobile app? Third-party site?
  • How can we improve CX so customers will use more of our services and buy more of our products?
  • At which stage of the customer journey can the experience be improved? And on which media/platforms?
  • What kind of technology do we need to optimise CX?

These questions will help define and scope down the issues hindering your sales and marketing efforts. Well-defined problems lead to good-fitting solutions – and MarTech is uniquely positioned to address that problem-solution fit.