The Customer Engagement Benchmarks Report for Southeast Asia 2021 is Available
Southeast Asia is the only region where internet and mobile penetration are booming. It is growing fast! More than 40 million people from six Southeast Asian countries went online in 2020, bringing the percentage of internet users to around 70%. This remarkable feat has made the region the fastest-growing internet market in the world, and it boasts some of the most active online users.
Consumer behavior has changed rapidly during this rapid adoption of digital technology, also due to the Covid-19 pandemic, which forced businesses to shift to an online-first model. It gives brands the opportunity to better understand their customers‘ expectations and preferences in order to profit from the shift to mobile.
Do E-commerce users prefer to engage with their app via email or on mobile? Is it possible that users are still glued to OTT apps, or is fatigue setting in? Do fintech app users love receiving personalized product recommendations? These are just a few of the questions brands should be able answer and adjust their engagement strategies accordingly.
The Customer Engagement Benchmarks Report 2021
Deep dive into the latest trends in online shopping, banking, fintech and digital entertainment
This report was created to assist our customers and readers in understanding how digital consumers in Southeast Asia use online communication channels such as digital entertainment, banking, fintech and online shopping.
This report will allow brands to compare their customer engagement with other companies in the same industry and determine their next steps. This report will also include benchmarks for clickthrough rates (CTRs), and conversion rates from digital communication channels such as push notifications, email messages, and website sessages. These reports will show you how daily active users have changed (DAU), and monthly active users has changed (MAU).
We have included testimonials and first-hand stories from some of the top brands in Southeast Asia, such as Zilingo and Bukalapak. These testimonials show how these leading brands are pursuing growth and the steps they will take to do so.
We studied more than 6.6 million Southeast Asian users to ensure completeness and high quality data. These included mainly from Indonesia, Singapore and Malaysia, the Philippines and Thailand.
The report contains important takeaways
The report covers all three verticals: online shopping, digital entertainment, and banking. Here are the top ten takeaways.
- The highest increase in DAUs for fintech and banking was recorded at 50.07%This can be attributed to a general increase in internet usage in Southeast Asia, the affordability of Android phones and the rapid digitization of banking (since it was an essential service, even more than shopping).
- Digital entertainment on the internet saw the greatest increase in MAUs at 60.24%This shows that more people are choosing websites over mobile for recreation.
- Personalized communication from shopping brands led to a 30% increase in conversionsInstead of sending out mass broadcasts, it is better to personalize your communications. It is clear that personalization can be a more effective way to engage people than the traditional approach.
- Online shopping brands have deployed push notificationsBehavior-based targeting increased clicks by 40% and led to a 20% higher conversionComparable to generic broadcasts
- For email marketing,Bank and fintech companies that used behavior-based email marketing saw a 2.72X increase in conversionsThis is a comparison to generic broadcasts. It demonstrates that personalization works regardless of vertical and is equally appreciated by all consumers. You can also find this article:Digital entertainment brands that used behavior-based email marketing saw an increase in CTR by 2.4X
- For in-app push,Digital entertainment brands that used behavior-based targeting saw an 89.2% higher CTR, leading to a 42.7% rise in conversionsComparable to generic broadcasts
Here are the top experts’ thoughts on customer engagement strategies in 2021
We gathered actionable insights and tactics from our region’s top marketing and customer engagement leaders.
Kushal Manupati (Head of Digital at Zilingo), a Singapore-based shopping retailer, was asked how brands should choose which engagement metrics to use. Here is what he had a to say about it:
“Engagement metrics must be considered from the perspective of stakeholder and across all stages. With the many channels available, the user journey is becoming more complicated. Users have different preferences and affinity for each channel. To understand the life stages of users and to determine where they want to go, it is essential to create a lifecycle framework. A robust tool can help you achieve all of this and more.
It is impossible to emphasize enough the potential for customer segmentation to be used in effective marketing. Indira Andamari is the VP Marketing at Kredivo. She believes that prioritizing customer groups based on their use and behavior is key to providing a personalized user experience.
“We use data science models to score demographics, geographical, and psychographic information. The heat map is what allows us to decide which segment we should focus on. After collecting this data, we profile each segment in order to create a user persona. We then look within that segment to see if you share similar characteristics. Then we personalize messaging to A/B test with a control group. It is important to test all hypotheses prior to launching a full campaign.
The story is the same across all verticals, including digital entertainment. POPS Worldwide, a top OTT brand in the region, drives key business decisions using data and data alone.
“Next-generation marketers have the responsibility of driving the business through understanding the next ‘triggers’, which are informed by data. This helps customers to be familiar with the ‘unknown’ new in order to drive long-term business growth. Instead of defining success metrics for each department, organizations tend to view them as silos. This can lead to a lack of common goals that can be applied to all departments. A common metric can reduce the gap. It is possible to align our company’s goals with department goals in marketing, product or customer service.
Get your copy of the free guide for more insights
Change is the only constant. To embrace change, it’s important to understand what your peers are doing in the industry and around the globe. These insights and quotes are only a small part of what is in the report. To access the full report, click here to save your copy. Happy engaging!