The COVID-19 global pandemic has affected businesses verticals across SEA with: Travel & Hospitality sector recording 28.65% dip in downloads & 9.55% decline in DAUs Online shopping segment reporting 24.% decline in app downloads BFSI records 25.% decrease in downloads and 20% reduction in DAUs With active users dropping across verticals, engagement rates have taken a significant hit. While a few verticals are showing signs of a bounce-back, the majority is struggling to cope. We have dug deep, pulled data from several verticals across South East Asia and analyzed it thoroughly. In association with Adjust, we bring you these insights into our virtual session: Customer-Centric Marketing in Unprecedented Times. Speakers' Bio: Michael Paxman, Global Product Communications Manager, Adjust Michael heads Adjust’s product communications and brings accurate and cutting-edge mobile marketing insights to the table. Kshitij Hastu, Senior Director - Growth (SEA and ANZ), MoEngage Kshitij heads growth for South East Asia’s leading Omni-Channel Marketing Automation platform.

1. Customer-Centric Marketing
in Unprecedented Times
COVID-19’s impact on businesses across SEA +
Actionable tips for building empathy-driven engagement
to bounce back & ensure business continuity Michael Paxman, Adjust Kshitij Hastu, MoEngage

2. Who We Are
One-stop solution for engaging your
customers throughout their lifecycle
Intelligent Customer
Engagement Platform
for the Mobile-first World
consumer trends to
identify opportunities
Analyze
user behavior and
product performance
Track
across channels with
personalized messages
Engage
users based on
attributes & behavior
Segment

3. Serving 550+ Clients Across Industries
Retail
Travel &
Hospitality
Media &
Entertainment
Financial
Services
Telecom
Others

4. Impact of COVID-19 on Travel & Hospitality
• DAU/MAU data starts dipping as early as
February 16th.
• Clear downward trend around late
February and early March.
-60%
10%
10%
-10%
-20%
-30%
-40%
-50%
-60%
0%
-50%
-40%
-30%
-20%
-10%
0%
Metric
daily_
active_users
%DifferenceinMetricValueWeekly%DifferenceinMetricValueWeekly
conversion_
active_users
6 Jan 20 20 Jan 20 3 Feb 20 7 Feb 20 2 Mar 20 16 Mar 20
ISO Week of Date

5. Impact of COVID-19 on BFSI
• Online banks and fintech apps have seen a
decrease in active users from January 2020
to March 2020.
• When it comes to conversion rates, users in Southeast Asia,
there is a gradual decline in the conversion rates from
January 2020 to March 2020.
-22%
-20%
-18%
-16%
-14%
-12%
-10%
-08%
-06%
-04%
-02%
0%
Metric
conversion_
event_users
%DifferenceinWeeklyValue
20 Jan 20 27 Jan 20 3 Feb 20 10 Feb 20 17 Feb 20 24 Feb 20 2 Mar 20 9 Mar 20 16 Mar 20 23 Mar 20
ISO Week of Date [2020]
-25%
-20%
-15%
-10%
-5%
0%
Metric
daily_
event_users
%DifferenceinWeeklyValue
6 Jan 20 13 Jan 20 20 Jan 20 27 Jan 20 3 Feb 20 10 Feb 20 24 Feb 20 2 Mar 20 9 Mar 20 16 Mar 20 23 Mar 20
ISO Week of Date [2020]

6. Impact of COVID-19 on Mobility
GoJek, Indonesia’s first & fastest growing unicorn
has noticed a decline in downloads by 22% with
a dip in DAUs by 4.7%
Grab, the multinational ride-hailing company from
Singapore noticed a decrease in downloads by
27% and a decline in DAUs by 11%
Data sourced from last 30 days
South East Asia | Downloads -24.50% | DAU -7.85%

7. Impact of COVID-19 on Real Estate & Rentals
Uoolu, China’s biggest real estate and rental services provider reports DAU dropping 40% in the last 30 days alone.
250.00
300.00
350.00
400.00
450.00
500.00
Mar 2 Mar 9 Mar 16 Mar 23 Mar 30
Downloads
Last 30 Days
5K
6K
7K
8K
9K
10K
DAU
Last 30 Days
Mar 2 Mar 9 Mar 16 Mar 23 Mar 30

8. Customer Preferences
Have Changed
Uncertain
economic future
with a global
recession looming
Shift in expenditure
mode; luxury spend
curtailed
Increase in
functional spend
viz. healthcare
essentials & safety
equipment
Social distancing;
increased online
interaction with
brands
Concerned about
safety of family &
community
More empathetic
and willing to
donate or
volunteer

9. Adjusting To New Customer Preferences
Prioritize customer
interest and become a
leading brand
Ace customer
experience and create
moments with a
lasting impression on
users
Find ways to help
customers even if it
means taking
short-term hits to the
bottom line because of
the obvious long-term
benefits
Here’s what you can do:

10. Empathy & Customer-Centricity:
Need of the Hour!
“There are many ways to center a business. You can be competitor focused, you can be
product-focused, you can be technology focused, you can be business model focused, and
there are more. But in my view, obsessive customer focus is by far the most protective of
Day 1 vitality“ - Bezos in his letter to shareholders, 2016
• Customer connections built now will pay dividends when normalcy returns.
• Loyal customers will reward positive brand behavior during crisis.
• Make customers the focus of your business strategy.
Successful businesses have a lot of things going for them but customer-centricity is perhaps the biggest factor.

11. Retention in the Time of
COVID-19 • With marketing & branding budgets slashed, retention is now
more important than ever
• Reserved spending attitude means acquisition is tougher
• Amid ongoing crisis, you could really use loyal customers &
word of mouth referrals
• Retained users will provide better up-sell/cross-sell when
normalcy returns
• Companies can’t afford increased churn rates
Acquiring a new customer is anywhere from 5 to 25 times more
expensive than retaining an existing one.
Marketing 101

12. Retention in the Time of
COVID-19
Retain users by :
providing free access to
services til they’re
economically stable
educating them by posting
free content and access
to resources
understanding and
catering to the customer’s
changed demands
deferring payments
and providing
flexible billing

13. Bounce-Back To-Do’s
PERSONALIZATION
• Go beyond name personalization
• Personalize user experience based on behavioral data
and patterns across platforms viz. email,
app push, sms, etc.
• Leverage AI and predictive ways to understand and
reach your users
MAKE AUTHENTICITY YOUR
MODUS OPERANDI
Your users are paying close attention to your brand’s
response to this pandemic, now more than ever
• Ensure authentic & empathetic communication across
all channels
• Stay true to your brand purpose
• Communicate your brand’s safety measures and
customer initiatives precisely and in an
empathetic tone

14. Bounce-Back To-Do’s
CENTRE YOUR BRANDENABLE STRONG CONNECTION
WITH USERS
• Ride the wave with them and anticipate when to pivot
• Meet your users where they are with empathy-driven
messaging
• Distill data to understand and reach relevant users in
creasing trust and building stronger connection
• Revaluate the benefits you provide
• Refine how you communicate the benefits
• Reinforce your brand’s core values
• Serve the user’s new BAU needs better

15. Bounce-Back To-Do’s
• Avoid hard-sell pitch
• Try to understand the customer pain points and focus
on resolving them
• Brands that come across as caring garner positive
reaction whereas others face backlash due to their
inability to care for their customers and employees
BUILD STRONG COMMUNITY
• Harness brand community based on the user
relationships create
• Utilize your app in building communities
• Communities will help you gain trust and check the
collective pulse of the users
SERVE, DON’T SELL

16. Bounce-Back To-Do’s
MAKE USER JOURNEY CONVENIENT
• Reduce extra steps in user journey
• Introduce features that make navigation
quick and easy.
• Provide self-service portals to better help
the customer
• Implement real-time chatbots to resolve
customer queries
SET UP SELF-SERVICE AVENUES

17. Bounce-Back To-Do’s
BUILD & HIGHLIGHT YOUR PRODUCT REVIEWS
• Use this time to engage with customers and increase reviews on your listing
• It will help in ASO and visibility
Traveloka
Booking Tiket, Hotel
Wisata & Kuliner
Category: Travel & Local
Pricing: Free
Publisher: Traveloka
View in store: Google Play
Country/Region: Indonesia

18. Bounce-Back To-Do’s
LEVERAGE LIVE PLATFORMS
OVER-COMMUNICATE WITH USERS
Go live on Instagram to answer user queries to reduce uncertainty.
• Communicate all new initiatives
• Inform about safety precautions, health measures, awareness campaigns
• Ask users how you can support them better
• Track and reach users where they are viz. company homepage, brand’s social handles, etc.

19. Bounce-Back To-Do’s
REVISE MARKETING &
ADVERTISING SPENDS
EVALUATE DIGITAL ASSETS
• Realign marketing spends with supply chain
and inventory
• Put a hold on advertising launches based
on availability
• Review your paid search, digital,
and social spends
• Assess and ensure your assets are in line with
your product or service availability
• Remove products/services from digital
catalogue if unavailable
• Clearly communicate price hikes (if any
due to the crisis)

20. COVID-19:
Blibli’s awareness campaigns
and safety protocols
‘#KarenaSehatNo1’ (#HealthIsNo1) email & app push
campaign
Sanitizers & soaps readily available
Purchase limit to prevent hoarding
Sanitized warehouses & contactless shipping
1 million users reached daily
Brands Doing It Right - Blibli

21. COVID-19:
Alodokter provides authentic
information
Offers consultation via live chat
Doctor-approved articles via app push
Real-time chatbots interact with 1 million+ users
Brands Doing It Right - Alodokter
Read More

22. Brands Doing It Right - DoorDash
DoorDash is taking steps to support
users during this crisis
The on-demand prepared food delivery
service app, is waiving off the delivery
fee for local orders

23. Brands Doing It Right - Zomato
Contactless delivery option
Curated restaurants self-certifying
to follow WHO advisory
Sanitization stations and temperature
checks of riders before pickup
Hygiene rating for restaurants
Photos of restaurant kitchens for
more transparency

24. What Does the Future Hold?
Businesses have bounced back from crises of such
magnitude before
• Once normalcy returns, brands providing innovative
offerings & resolving customer pain points will thrive.
• Reflect on the challenges your business is solving
• Analyze how you can fit it into your product roadmap
• Always keep customer at the center of your
business strategy
• Focus on empathy-driven engagement & retention!

25. Thank You!

26. BERLIN • SAN FRANCISCO • NEW YORK • ISTANBUL • MOSCOW • PARIS • LONDON • BEIJING •
SHANGHAI • TOKYO • SINGAPORE • SEOUL • BENGALURU • SAO PAULO • TEL AVIV
Achieving
Data-Driven
Communication

27. Everything we do is
about empowering
marketers

28. Cut Through the
Marketing Noise
with Adjust
Measure
ProtectAutomate

29. Ongoing Trends In MM:
・Global increase in installs
・Global increase in sessions
・Global increase in usage time

30. 1. Data is everything

31. You’re not tracking enough
Pre-Install
impressions and
clicks
Install

32. You’re still not tracking enough
Pre-Install
impressions and
clicks
Install
Session1
2
3
Registration
Purchase

33. Answer questions with your data
What do my users
do in my app?
Which users should I bring back?
How do I do that?
Which of my users spend?
What causes them to spend?
Which of my dormant
users uninstalled?

34. 2. Laser-focus your message

35. Limited data means inaccurate targeting
Absent for 7+ days
Spent at least $5
Has had at least 5+ sessions

36. Laser-focused messaging
Only used the app during weekends,
uninstalled after a significant purchase.
Purchased at least 1 product and has a similar
product in their cart currently
Has had 5+ sessions, including at least one
since their last purchase

37. Laser-focused messaging
Only used the app during weekends,
uninstalled after a significant purchase.
Purchased at least 1 product and has a similar
product in their cart currently
Has had 5+ sessions, including at least one
since their last purchase

38. Laser-focused messaging
Only used the app during weekends,
uninstalled after a significant purchase.
Purchased at least 1 product and has a similar
product in their cart currently
Has had 5+ sessions, and looked at the same
product each time

39. 3. Deeplink Your Users

40. App is already
installed
Opens a specific
view in the app
App is not
installed
User is directed
to the store
Your app
Deep Linking:
・Shortens conversion funnel
・Improves conversion rates
・Makes life easier for users
・Feels more ‘responsive’

41. 4. A/B Test Messaging

42. A/B Test...
・The targeting of your
messaging
・The time and delivery
method of your
messaging
・The tone and language
of your messaging

43. 5. Automate Messaging

44. Automation...
・Allows for greater
targeting precision
without increasing time
investment
・Allows for truly bespoke
messaging

45. The right message
in the right place
at the right time.