The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Telcos Programmable Advertising Big Data

Rangga Gandina on implementing sustainable consumer marketing strategies with big data

InMobi

|

Open Mic article

This content is produced by a publishing partner of Open Mic.

Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum.com.

Find out more

June 7, 2022 | 6 min read

With consumers craving personalized and curated experiences online now more than ever, the role of big data in the marketing ecosystem has never been more important

As third-party cookies and IDFA become deprecated marketers are struggling to create meaningful experiences for their audiences, a holistic approach to marketing, driven by rich data signals & insights, has never been more crucial.

InMobi’s Rajesh Pantina (marketing director, Asia Pacific) spoke with Telkomsel’s Rangga Gandina (GM data solutions business & partnership) to discuss how telco big data could be leveraged to impact every stage of the customer lifecycle, and the role of organizations like Telkomsel in shaping a sustainable, privacy-first future in marketing.

Watch the full conversation now. You can find an excerpt of the conversation below.

Rangga, you’ve had a stellar career doing exciting work at some of the most influential tech and digital companies, tell us a little bit about your own personal journey in the digital industry and building Telkomsel and beyond

Thank you so much, Rajesh. Marketing has always been my passion since I was in college. I loved communicating the benefits a product to a larger audience, convincing them to take an action. I think the most beautiful part of marketing is that it can really touch a person’s life while also changing the course of a business. With digital media usage surging in SE Asia. I have just gotten deeper and deeper into marketing over the last ten years. The impact of technology has led to data-driven marketing being the present and the future – I wanted to understand big data utilization and monetization at a more granular level and that’s what has shaped my career journey.

In today’s world, data and audiences have become an integral part of every brand’s marketing strategy. What can be done to take advantage of rich, robust telco big data to gain competitive edge by getting consumer insights on mobile audiences more quickly and efficiently?

For a brand, knowing their audience starts with data. Unless marketing objectives are executed in a holistic and comprehensive way, getting mind and wallet share of customers would be tricky. Leveraging big data can have a huge impact once marketers understand what stage their organization is in and what are the business goals that need to be fulfilled. As for an example, for an early-age start-up attempting to test out their MVP (minimum viable product), big data can help them establish product-market fit while also mapping out the competition.

Big data can help a brand understand its core audience, their preferences, and ways in which they could be incentivized. This insight can then not only drive ad campaigns, but also help in evaluating the ROI from marketing experiments.

Telkomsel is the largest telecom provider in Indonesia with over 105 million mobile internet subscribers and above 95% 4G population coverage. With brevity and the richness of the data signals coming in, what kind of use cases do you see of Telkomsel’s big data that’s available to brands?

Our use cases are driven by iterations based on what the market needs. Primarily, we focus a lot on finding aggregator insights. Thanks to our extensive reach and subscriber base, we can spot behavioral patterns in our audience and use those to cull insights, giving a 360-degree view of the market landscape for a brand and its existing competition.

We prioritize privacy by design principles even while trying to understand individual characteristics of our audience. big data helps us in evaluating which category they fall into, how we can segment them into clusters and accordingly lead them to our digital inventory. The data at our disposal also helps us in maximizing creative iterations for the audience in order to deliver personalized experiences.

With the third-party cookie deprecation set to bring about fundamental changes in the digital marketing ecosystem, how can brands transition seamlessly into the privacy-first marketing era while building sustainable consumer marketing strategies?

What marketers need to do – and Telkomsel as a big data provider can help them do so – is opt for a more sustainable approach to digital marketing. Digital marketing is more than just advertising and targeting; there needs to be a well-rounded focus on getting consumer insights, building a strong CRM pipeline, a robust first-party data pool and only then the primary objective of business growth can be achieved.

Building a sustainable ecosystem needs involvement of both parties – advertisers and big data providers. As gatekeepers, we need to collect data that matters, build deeper relationships with end consumers. Transparency is key. Our audience needs to be treated as humans and educated on how their personal information is being utilized to create more meaningful experiences for them. However, transparent communication is a double-edged sword; it's crucial that audiences are adequately enticed and incentivized about sharing personal data without it feeling like an invasion of their privacy. Garnering trust of relevant audiences with the right communication is of essence here.

What are your thoughts about telco big data and mobile marketing solutions for the next two-to-five years? What is your vision on this?

From a marketer’s standpoint, firstly we need to utilize the data timely to assist decision-making in leading the customer down the funnel. At every stage, the audience is different, their responses are different, hence we need to handhold them throughout their lifecycle. For that to happen, timely gathering and analysis of data is crucial.

Secondly, we as marketers need to develop an audience-first mindset, treating end consumers as subjects, not as objects. Putting ourselves in their shoes will ensure that the customer journey stays as seamless as possible, resulting in lesser drop-offs and better ROI. Contextual creatives can play a major role here, if they are mapped to each stage of the funnel, ultimately facilitating customer retention. Given that the metaverse narrative is stronger than ever, marketers should also be able to visualize fully immersive experiences for their customers, using the best of web3 capabilities available to them.

When it comes to utilizing big data in crafting mobile marketing solutions, I follow the MOSAIC framework – MO stands for ‘marketing objective’, SA stands for ‘strategic audience’ and IC stands for ‘insightful context’. Marketers should start with understanding the marketing objective and identifying their north star metric, followed by getting a granular view of their audiences and how they can create meaningful connections between the customer and their products. Lastly, insightful context refers to understanding market sentiments and consumer psychology, putting context into every marketing activation.

To learn more about advertising with InMobi, visit inmobi.com

Telcos Programmable Advertising Big Data

Trending

Industry insights

View all
Add your own content +