Right message right customer right platform

Right

Message Customer Time Pla1orm

Case: Bali Tourism

[email protected]

FredyUtama

Remember: marke@ng mix

Product

Price Place

Promo@on Public Rela@on

Poli@cal Power People

Processes Physical Evidence

Produc@vity & Quality

Packaging Privacy

Personal Interest Personal Network

Public Commentary

Remember: digital marke@ng universe

h'ps://webfor.com

Apps Pla1orm

Remember: social media landscape

marke@ng mix digital marke@ng

universe social media landscape

But they’re all only tools

..and as the ‘digisphere’ gets crowded, they are not alone.

World has Changed

Your Brand is what

says it is

1900 1930 1950 1980 1990 2004 2007 Source: Interone Worldwide, trend study „Generation Tekki“

Technologies: Increasing numbers of devices.

Colour TV Video Terrestrial TV Camera Radio Records/Cassette Cinema

Records Cinema

Terrestrial TV Camera Radio Records Cinema

CD Walkman Computer Diskette Gameboy Video games BTX Private TV Satellite TV Kabel TV Video text

Colour TV Cassette Video Terrestial TV Camera Radio Records Cinema

Mini-Disc Digital camera Pay-TV Laptop Discman CD Walkman Computer Diskette Gameboy Video games

BTX Private TV Satellite TV Cabel TV Video text Colour TV Cassette Video Terrestrial TV Camera Radio Records Cinema

iPod DVD/DVR Flatscreens Web TV/Digital TV Music Downloads Blackberry/Mobile PVR MP3 Internet UMTS Playstation M-Commerce E-Book Personal roboters Mini-Disc Digital Camera Pay-TV Laptop CD/Discman Walkman

Computer Diskette Gameboy Video Games BTX Private TV Satellite TV Cabel TV Video text Colour TV Cassette Video Terrestrial TV Camera Radio Records Cinema

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MarkeEng has gone from a simple model of appealing to general customer desire to a complex algorithm of managing segmented customer experiences on all sorts of channels and devices.

Marke@ng has Changed 1900s – 1920s: Focused on product a'ributes 1920s – 1950s: A spotlight on selling emerges 1950s – 1990s: Focus on providing for customer needs and wants 1990s – 2010s: Developing and managing customer relaEonships

Now

Where we can start?

Start from

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Greatest/ Silent GeneraEon

Baby Boomers GeneraEon

GeneraEon X

GeneraEon Y

GeneraEon Z

Born: 1925 Born: 1950

Born: 1979

Born: 1990

Born: 2000

GeneraEon C

Born: 2015

The Cohort Genera@on

William Strauss & Neil Howe, 1991

More than just

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PROBLEM AWARENESS

POST PURCHASE

INFORMATION SEARCH PURCHASEEVALUATION OF

ALTERNATIVE

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PROBLEM AWARENESS

POST PURCHASE


ALTERNATIVE

POST PURCHASE / CONSUMPTIONPURCHASE

V&How about after the purchase?How about the consumption?

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PROBLEM AWARENESS

POST PURCHASE


ALTERNATIVE POST PURCHASE / CONSUMPTION

Ques@on: Iden@fying Current customer Journey

Crea@ng your own customer Journey

or

Better Understanding

Which Platform?

Better Understanding

7 CContextContent

CommunityCustomization

CommunicationConnectionCommerce

Rayport and Jaworski, 2001

Case: Bali Tourism

Ques@on: Crea@ng your own pla1orm

U@lizing the current pla1orm or

1st Journey:Customer plan a trip for their vacation.

12th Journey:Customer finish their vacation

4th Journey:Customer starts trip with car, plane, train, etc.

6th Journey:Customer checks in for hotel/villas.

5th Journey:Customer arrives at the destination.

10th Journey:Customer inside the destination.

9th Journey:Customer in on tour.

11th Journey:Customer check out of the destination

Start TripEnd Trip

2nd Journey:Customer looking for information.

3rd Journey:Customer looking for reference(Emotionally & Rationally).

7th Journey:Customer walk around at the destination.

8th Journey:Customer checks in for tour or gathers more information.

CONVERSION









Start TripEnd Trip





CONVERSION

1st 1st Journey:Customer plan a trip for their vacation. vacation.




destination.



Start TripEnd Trip

looking for information.


at the destination.


CONVERCONVERSION

looking for destination. looking for looking for destination. at the destination. at the at the

PROBLEM AWARENESS

POST PURCHASE


ALTERNATIVE 12th Journey:Customer finish their vacation

POST PURCHASE / CONSUMPTION









Start TripEnd Trip





CONVERSION









Start TripEnd Trip





CONVERCONVERSION

USER GENERATED REVIEWS

ONLINE DISTRIBUTION

ONLINE PUBLICITY

USER GENERATED MAP

VIDEO SHARING/VIDCAST

ONLINE PARTNERSHIP

ONLINE DISPLAY AD

EMAIL MARKETING

SOCIAL MEDIA

ONLINEPUBLICITY

WEBSITE


ECOMMERCE

EMAIL MARKETING

VIRAL WOMM

MOBILE

SOCIAL MEDIA

VIDEO SHARING/VIDCAST

WEBSITE


MOBILEIN-GAME ADVERTISING

ONLINE PARTNERSHIP

SEM/PPC

WEBSITE

ONLINE DISPLAY AD

VIRAL WOMM

SEO

EMAIL MARKETING

SOCIAL MEDIA

ONLINE PARTNERSHIP

EMAIL MARKETING

BRAND CONTACT POINT (ONLINE) POINT OF INTERACTION

Start Trip

2nd Journey: 5th Journey:2nd Journey:2nd Journey: 5th Journey: 7th Journey:5th Journey: 7th Journey:7th Journey:

SION

7th Journey:PROBLEM AWARENESS

POST PURCHASE

INFORMATION SEARCH

PURCHASEEVALUATION OF ALTERNATIVE

9th Journey:7th Journey:

SION

9th Journey:7th Journey:7th Journey:

End Trip










Start TripEnd Trip





CONVERSION









Start TripEnd Trip



Customer walk around at the destination.


CONVERCONVERSION

BRAND CONTACT POINT (OFFLINE) POINT OF INTERACTION

Hotel Promotion

TourDesk Promotion

Program Member get Member

Community Development

Frequency/Loyalty Program

Online Ticketing (Website)

Travel Agent Promotion

Freelance Tour guide Promotion

Partnership-Bali

Airport Brochure Flyering

Outdoor Promotion

Street Brochure Flyering

Partnership-Bali

Ambience Promotion

Freelance Promotion

Hotel Promotion

Partner-ship-Australia Airport

indoor/outdoor Promotion

Inflight Magazine TourDesk

Promotion

Creating Customer Ambassador

Reward Program Direct Mail/

Newsletters

KiosKATM-Bank

Restaurant

Minimarket

Start Trip

2nd Journey: 5th Journey:2nd Journey:2nd Journey: 5th Journey:5th Journey:

ProgramProgramProgramProgram

PROBLEM AWARENESS

POST PURCHASE

INFORMATION SEARCH

PURCHASEEVALUATION OF ALTERNATIVE

Program

9th Journey:

ProgramProgramProgramProgram

9th Journey:

End Trip










Start TripEnd Trip




CONVERSION








End Trip

2nd Journey:7th Journey:Customer walk around at the destination.


CONVERCONVERSION

PROBLEM AWARENESS

POST PURCHASE












Start TripEnd Trip




CONVERSION




End Trip

2nd Journey:

PROBLEM AWARENESS

POST PURCHASE



Customer starts

plane, train, etc.




End Trip


5th Journey:

arrives at the




9th Journey:Customer in

End Trip


CONVERCONVERSION










Start TripEnd Trip




CONVERSION




2nd Journey:

PROBLEM AWARENESS

POST PURCHASE











SION

destination.

CONVERCONVERSION


9th Journey:Customer in

End Trip

destination.

End Trip


destination.

CONVERCONVER


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Terimakasih

Right message right customer right platform

Marketing

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