What Western Marketers Can Learn From Eastern Retention Marketing Masters

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This year, India surpassed 100 unicorns, ranking third after the United States and China. Many of these companies have achieved their impressive status by excelling in mobile-focused marketing. They understand the critical importance of engaging with their target audiences on mobile channels, and they use first-party data, insights into user behavior inside and outside of apps, and on-time analytics. to create more personal, relevant and meaningful relationships with their customers.

Meanwhile, a new generation of mobile-centric players is emerging across the East: "super apps" with the aim of becoming one-stop-shops for various services including e-commerce, delivery, transport and financial services. These awesome apps take center stage in the daily routines of millions of consumers by treating each person as an individual with unique needs and requirements.

A prime example of a super app is Indonesia's Go-Jek, a ride-sharing giant that powers over 500,000 merchants and has over 190 million app downloads. Go-Jek is one of the first “decacorns” in Indonesia. Its laser focus on unlocking first-party data to educate and engage consumers early in their journeys helps it build customer loyalty and gain market share.

From emerging unicorns to established super apps, many Eastern companies are already mastering the use of mobile-first marketing tools and strategies to increase mindshare and share of wallet in fiercely competitive markets. Their approach offers a valuable model for Western companies to follow when developing strategies to effectively engage and re-engage consumers in a privacy-driven landscape where experience is paramount.

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The Orient is home to billions of consumers for whom mobile apps are the go-to tools for accessing almost anything, anytime. Mobile users in Singapore now spend an average of 5.7 hours a day using apps, up 40% from just two years ago. Meanwhile, India has over 1 billion mobile subscribers, who downloaded 26.7 billion mobile apps in 2021.

These are huge numbers, and they increase the pressure on marketers in these regions to drive deep actions that can keep retention high. The rules of engagement are clear: an alert about a seat upgrade opportunity cannot arrive after the aircraft has departed. A coupon shouldn't give a customer a good deal on food they don't like. And news about a new app feature should be presented in a way that takes into account how the consumer is currently using the app and educates them on how to use and benefit from the new feature. /p>

To adhere to these rules of engagement, companies must rely on first-party data and behavioral insights to identify the right time, tone, and context for every large-scale marketing message. This approach is what consumers in the East expect - even demand - and marketers ...