This document provides guidance on digital acquisition strategies. It discusses targeting the right audiences through remarketing, in-market segments, affinity segments and similar audiences. It also emphasizes telling different stories to different customer personas. For acquisition channels, it recommends search, paid social, content marketing, mobile marketing, affiliates, referrals and audience network. It stresses keeping acquisition messaging simple with a single objective and goal and using A/B testing to improve. Retention is key and involves understanding what engages and retains existing users to apply those lessons to boost activation and repeat usage.

1. HOW TO DO ACQUISITION
TO GAIN NEW CUSTOMER
IN THE DIGITAL CHANNEL

2. A B C
20%
New Customers
Apa yang akan kamu lakukan?
30%
New Customers
50%
New Customers

3. A B C
20%
New Customers
KILL!
30%
New Customers
50%
New Customers
FOKUS ini!

4. Basic Module on Online Performance
R A C E
A A R R R
Data-Driven Module on Online Performance

5. THE STEPS TO SUSTAINED GROWTH
Acquisition: How do you get people in the door?
Activation: How do you get them to start using your product?
Retention: How do you keep them using the product and
make them willing to come back?
Referral: How do you turn engagement into people inviting
others to join them using your product?
Revenue: How do you maintain and measure your marketing
budget to increase your ROI?

6. A
ACQUISITION

7. Basic of acquisition
Connecting with your
audience with scale and
timing
Drive traffic instore &
maximise loyalty
Delivering the right message
to the right person

8. Target the Right audience
Remarketing
In-Market
Segments
Affinity
Segments
Similar
Audiences
Audience size vs targeting type
Demo & Geo Targeting

9. Malaysia
Indone
sia
Tell Different Stories to Different people
Savvy Mom
Drive engagement &
loyalty
Build awareness for
brand
Beauty focused TrueView ad to influence
consideration

10. With the right message in the best format
Tap-to-cancel is an industry first
Invitation state
2 sec tap-to-cancel
Only pay to talk to those
that really want to listen

11. With the right message in an innovative format

12. Act on basic insight about minimizing
friction for people journeying into the
product. Making it clear where users are
coming from, what they're doing, and
when they're leaving — allowing you to
test out new theories that could change
this behavior for the better.

13. Channels for Acquisition:
• Online Search
• PPC
• Social
• Content Marketing
• Mobile Marketing
• Affiliate
• Referral
• Audience Network

14. • Keep it simple
• Single message
• Highlight your most USP
• One objective
• Real goal
• Measure your data
• Always A/B testing
• Is about quality user, not quantity
• Do it fast
• Repeat

15. Search uses Location, Social, Calls, & much more!
Ad sitelink extensions
Callout Extensions Call extensions
Seller Ratings
Review Extensions
PLA (Product Listing Ads)
Location extensions

16. Click to Call is a Winner Across Many Verticals
69%
60% 51% 49% 47% 44% 37%
Travel RestaurantFinanceLocal
Services Auto Tech Retail
% who would be likely to call if the capability was
available in a smartphone search result1
1GOOGLE/IPSOS CLICK TO CALL STUDY, US VERSION: SEPTEMBER 2013
2GOOGLE’S OURMOBILEPLANET RESEARCH

17. CAC
LTV
ARPU
4 DEWA Suci di Digital Marketing
RETENTI
ON RATE

18. When you're able to directly witness how your users
interact with a product and why they like it, you can
apply those lessons to speed up activation. What
features do people gravitate toward first? Maybe you
introduce those earlier in the user experience. Why do
people come back a second or third time? Juice those
attributes to retain even more new users.

19. You need to nail down retention before putting a defined
strategy in motion.
User acquisition doesn't really make sense unless
you already have healthy retention.