MARTHANI, CPM (ASIA)

CHIEF OPERATING OFFICER

MARKETEERS
 CPM ASIA OPEN HOUSE SERIES

1st Round (Jul) 2nd Round (Aug) 3rd Round (Sep)

Fasten Your Seatbelt Start Driving Win The Race

Leveraging Digital
Tighten Your Brand Strategy Grow and Sustain Your
Marketing to Speed-Up Your
in the Asia Market Brand in The Asia Market
Brand’s Perfomance

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 CPM ASIA OPEN HOUSE SERIES

1st Round (Jul) 2nd Round (Aug) 3rd Round (Sep)

Fasten Your Seatbelt Start Driving Win The Race

Leveraging Digital
Tighten Your Brand Strategy Grow and Sustain Your
Marketing to Speed-Up Your
in the Asia Market Brand in The Asia Market
Brand’s Perfomance

3
 BRANDING IN DIGITAL ERA

To succeed in today’s digital landscape, brands must deeply

understand and strategize around competitive dynamics,
leverage digital media and social to develop and maintain a
relationship with the consumer and understand that more than
ever, we're in a consumer-driven world.

~ FORBES ~

SOURCE: https://www.forbes.com/sites/forbesbusinesscouncil/2021/06/01/the-complete-guide-to-brand-building-in-the-era-of-digital-transformation/?sh=77b4d4304826
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 GENERATION GAP

BABY BOOMERS GEN X GEN Y GEN Z GEN ALPHA

AGING ECONOMIC MIDDLE-CHILD LEARNER GEN Y MILLENNIALS FIRST DIGITAL NATIVES CHILDREN OF MILLENNIALS
POWERHOUSE

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 THE NEW CUSTOMER JOURNEY
CONNECTIVITY
PRE-

ERA

A1 AWARE A2 ATTITUDE A3 ACT A4 ACT AGAIN

Shift #1
Attitude consists of two variables (Appeal dan Ask), In the era of
connectivity, people tend to be interested and ask questions first, before
deciding to like or dislike something. Shift #2
Nowadays, the highest levels of success are
recommendations and advocacy.
CONNECTIVITY
ERA

A1 AWARE A2 APPEAL A3 ASK A4 ACT A5 ADVOCATE

Shift #3
Nowadays, the relationship between Ask and Advocate is becoming more and more critical with
connectivity. People will ask about something, and others will answer it with recommendations.

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 THE NEW CUSTOMER JOURNEY IN DIGITAL AGE

ASK ACT ADVOCATE

AWARE APPEAL

The customer journey is all-important.

Marketers must be agile enough to respond to moments.

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 SET YOUR GOALS

A1 AWARE A2 APPEAL A3 ASK A4 ACT A5 ADVOCATE

Customers understand
Customers start to be
the message being Customers find out more
Customer Customers are passively Customers decide to buy loyal to a certain brand
captured and become about brands that are
Behavior exposed to the brand or use a certain brand and start recommending
interested in certain considered attractive
the brand to others
brands

• Ask a friend
Interaction • Knowing the brand of • Interested in a specific • Buying or using the
• Looking for online • Keep buying or using
others brand product for the first
Touchpoints reviews the brand
• Exposed • Create criteria for time
Brand & • Contacting the call • Recommend a brand
• Recalling previous consideration factors • Complaint (possibly)
Customer center to others
experiences from the brand • Getting service
• Comparing prices

BRAND ATTRACTED TRUST RECOMMEND

Objective AWARENESS TO THE BRAND THE BRAND
PURCHASE
THE BRAND

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 CONVERSION RATE IN THE DIGITAL ERA

AWARE APPEAL ASK ACT ADVOCATE

APPEAL ASK ACT ADVOCATE

AWARE APPEAL ASK ACT

ATTRACTION CURIOSITY COMMITMENT AFFINITY

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 STRATEGY TO IMPROVE BRAND’S PERFORMANCE

Increase Optimize Increase Increase

ATTRACTION CURIOSITY COMMITMENT AFFINITY

Human-Centric Content OMNI-Channel Engagement

Marketing Marketing Marketing Marketing

Listen frequently to what
customers say about your
brand in the digital world.
Through content A company needs to In the digital marketing
marketing, you can create implement an omni-channel era, the power of
relevant and engaging strategy in order to customer engagement is
content that captures the interact with customers crucial as it can enhance a
audience's attention in line across various company's interaction with
with your desired communication channels customers.
objectives. and platforms.

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THANK YOU

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