Marketeers Hangout | 18 June 2020

DIGITALIZATION STRATEGIES
AMID COVID-19
One Size Doesn’t Fit All

Iwan Setiawan
CEO, MarkPlus, Inc.
 During the pandemic, everything seems to go digital

Online Food Digital Electronic Online Content

shopping delivery banking wallet meeting consumption

Online Tele Home Online Online Virtual

learning health service gaming workout tourism
 But not everyone will be ready

NOT READY READY

▪ Older generation who are digital ▪ Younger generation who are

CUSTOMER immigrants and tech laggards digital native and tech savvy
SEGMENTS ▪ Low-income communities with ▪ Affluent segments with better
limited Internet access Internet access

▪ Businesses with dominant ▪ Businesses with highly digital

INDUSTRY
customer-facing processes processes
PLAYERS
▪ Labor-intensive industries ▪ Industries with lean organizations
One strategy apparently doesn’t fit all

High
ONWARD OMNI

Retail banking
Modern
grocery retail
Insurance Company Digital
Readiness

Automotive
Property

ORIGIN ORGANIC Low

Low High
Customer Digital
Readiness
Grocery retailers are very much ready

High
ONWARD OMNI

Modern
grocery retail
Company Digital
Readiness

ORIGIN ORGANIC Low

Low High
Customer Digital
Readiness
 Most grocery shoppers are ready

Source: KataAnda.com, MarkPlus Analysis, 2020.

 The industry ecosystems are also ready

Source: KataAnda.com, MarkPlus Analysis, 2020.

For ‘omni’ companies, it’s time to step up their game

High
ONWARD OMNI
▪ Develop Offering With
Next Tech
▪ Introduce A New
Omni CX
▪ Strengthen Brand
Equity Company Digital
Readiness

ORIGIN ORGANIC Low

Low High
Customer Digital
Readiness
For automotive, customers will be the key driver

High
ONWARD OMNI

Company Digital
Readiness

Automotive

ORIGIN ORGANIC Low

Low High
Customer Digital
Readiness
 The buying journey is already webrooming

Source: KataAnda.com, MarkPlus Analysis, 2020.

 Similar pattern happens for after-sales journey

Source: KataAnda.com, MarkPlus Analysis, 2020.

For ‘organic’ companies, it’s time to build digital capabilities

High
ONWARD OMNI

Company Digital
Readiness
▪ Develop Agile
Business Processes
▪ Adopt Mainstream
Tech
▪ Build Strategic
Partnerships
ORIGIN ORGANIC Low

Low High
Customer Digital
Readiness
Customer behavior is still a hurdle for life insurance

High
ONWARD OMNI

Insurance Company Digital

Readiness

ORIGIN ORGANIC Low

Low High
Customer Digital
Readiness
 There is minimal engagement during the pandemic

Source: KataAnda.com, MarkPlus Analysis, 2020.

 Digital engagement is not a priority

Source: KataAnda.com, MarkPlus Analysis, 2020.

For ‘onward’ companies, it’s time to migrate customers

High
ONWARD OMNI
▪ Stimulate Customers
To Go Digital
▪ Introduce Quick-Win
Tactics
▪ Shift Focus to
Inbound Marketing
Company Digital
Readiness

ORIGIN ORGANIC Low

Low High
Customer Digital
Readiness
Despite progress, it’s a still long journey for property sector

High
ONWARD OMNI

Company Digital
Readiness

Property

ORIGIN ORGANIC Low

Low High
Customer Digital
Readiness
 Expectations toward digitalization begin to exist

Source: KataAnda.com, MarkPlus Analysis, 2020.

But not all property developers and agents are ready

Source: KataAnda.com, MarkPlus Analysis, 2020.

For ‘origin’ companies, it’s time for survival mode

High
ONWARD OMNI

Company Digital
Readiness
▪ Retain Best
Customers
▪ Modify Value
Propositions
▪ Perform Bold Cost
Cutting
ORIGIN ORGANIC Low

Low High
Customer Digital
Readiness
 One strategy doesn’t fit all

High
ONWARD OMNI
▪ Stimulate Customers ▪ Develop Offering With
To Go Digital Next Tech
▪ Introduce Quick-Win ▪ Introduce A New
Tactics Omni CX
▪ Shift Focus to ▪ Strengthen Brand
Inbound Marketing Values Company Digital
Readiness
▪ Retain Best ▪ Develop Agile
Customers Business Processes
▪ Modify Value ▪ Adopt Mainstream
Propositions Tech
▪ Perform Bold Cost ▪ Build Strategic
Cutting Partnerships
ORIGIN ORGANIC Low

Low High
Customer Digital
Readiness
 Thank You
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