Marketing Hacks:

The 3 Secrets to Engaging Gojek Customers

Fikar Ramadhan Kusuma, Consumer Packaged Goods Industry Lead
Simon Kean Wright, Consumer Electronics Industry Lead
Sheren Felicia Hotama, E-commerce Lead

In this digital era, where most people do some research prior to making a purchase, content marketing
becomes critical. The way one brand communicates with its audience determines the effectiveness of one’s
marketing activities, it affects customers to choose whether to listen or ignore the messages you conveyed.
Eventually, better communications result in stronger, more memorable brand experiences for your
audience, which leads to bigger sales.

By leveraging technology and state of the art machine learning model, Gojek is able to provide customers
with the most relevant content, which subsequently drives higher engagement levels. Personalization or
customer-centric content is about making the experience more relevant to customers and thus, creating
more reason for them to stay longer in the app. This leads to a higher probability for them to explore more
information or products. Meanwhile, impersonal information may be found distracting and cause them to
abandon their journey down to the sales funnel.

1
Today’s customer learns more effectively about brands and their ideas through quality content rather than
advertising. A study by Nielsen finds that brand recall level, or the ability of customers remembering a
certain brand after being exposed to a communication effort, for branded content is higher (86%) compared
to pre-roll ads1 (65%)2. Branded content is perceived to be more appealing as it mixes entertainment or
editorial content with product messaging and thus, increasing brand recognition and retention.  

Consumers prefer branded content because it comes across more subtle, unlike direct sales messaging that
might be found as overwhelming. The branded content approach creates trust between the brand and the
consumer. Learn the best way to engage Gojek customers and improve brand engagement through in-app
branded content by considering these 3 rules:

One Size Doesn’t Fit All

Today more than ever, people expect to receive personalized and contextually-relevant content. The thing
is, a personalization solution can only be effective if it provides content that truly appeals to the customer.
This is why it is very important to deliver the right content to the right customer, at the right time in the right
format.

Tell Your Story

A study by Edelman3 shares that a brand’s purpose matters to the customer when they are in the market to
make a purchase. Communicating the brand’s purpose is easier with branded content, it drives people’s
attention and keeps it. Telling your brand story in a more personal and unique way will subsequently build
a stronger connection with the audience.

1
A pre-roll ad is a video advertisement that automatically plays before the main featured video
2
https://www.nielsen.com/us/en/insights/article/2016/quality-branded-content-outperforms-pre-roll-advertising/
3
https://www.edelman.com/earned-brand

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 Offer Incentives To Improve Engagement

Content with incentives always proven to generate higher engagement. In order to build a strong
engagement with your customer, you can offer them a discount coupon in exchange for particular actions.
When you reward customers by offering incentives alongside the purchase of services, you encourage them
to become loyal customers.

Gojek understands with the wide range of content variety available for marketers, it is important to pick the
right type of content for your target audience for maximum benefit. What is the most popular content format
at Gojek? Check this out:

In summary, with all the different types of content, there will be one thing that appeals to every audience:
relevant message with the right format. Know your customers & how do customers perceive your brand.
Personalization done well can make consumers feel like you are engaging directly with them and  being
relevant in your user’s journey will always be a good thing to improve conversion.

For more information please contact:

brandpartnership@gojek.com