Customer-Driven Digital Marketing - Katakan Dengan Data

Summary

In this interview, Iwan Setiawan speaks with Ega, the Director of Pertamina Patra Niaga, on customer data-driven marketing strategies. Ega highlights Pertamina's digitalization efforts, including the integration of customer platforms like MyPertamina and social media. These tools help the company gather insights and tailor marketing plans for both subsidized and non-subsidized products. He discusses the challenges of identifying eligible customers for subsidies while ensuring commercial growth. Ega emphasizes data-driven decision-making, segmentation, and collaborative promotions to enhance customer engagement and improve Pertamina’s services.

Takeaways

• 📊 Pertamina is focusing on data-driven marketing to enhance customer understanding and optimize its services.
• 💻 Pertamina has implemented a digitalization program to integrate its outlets and connect them with consumers through platforms like MyPertamina, a call center, and social media.
• 🤝 Pertamina is dividing its products into two categories: subsidized and non-subsidized. For the former, customer identification is crucial to ensure the subsidies reach the right people.
• 🎯 Pertamina uses customer data to analyze voice of customer and feedback to improve their marketing strategies.
• 🚗 Pertamina uses customer profiling and prospecting for its non-subsidized products to identify growth opportunities, especially in high-demand sectors like mining.
• 👥 There are two main customer segments: those who receive subsidized products and those who purchase non-subsidized products, with unique marketing strategies applied to each group.
• 🛠 The company collaborates with partners in the same segments, executing loyalty programs and cross-promotions via digital platforms.
• 👨‍👩‍👧‍👦 Pertamina is targeting influencers within families, like mothers and children, to influence fuel purchase decisions traditionally made by men.
• 📈 Pertamina has seen positive growth in its non-subsidized products, such as Pertamax, with strategies to expand the availability of premium products like Pertamax Turbo.
• 🛢️ Pertamina's 'subsidi tepat' initiative has helped control the growth of subsidized fuel consumption, maintaining equilibrium and preventing misuse, with a slight reduction in overall consumption.

Q & A

What role does Pak Ega hold at Pertamina?

Pak Ega is the Director at Pertamina Patra Niaga, overseeing regional marketing.

How does Pertamina utilize customer data in its marketing efforts?

Pertamina uses customer data by integrating their outlets and connecting them with consumers through platforms like MyPertamina, social media, and a call center. This data helps analyze customer insights and direct marketing strategies.

What are the two primary customer segments Pertamina serves?

Pertamina serves two primary customer segments: subsidized customers who receive government-supported fuel and commercial (non-subsidized) customers.

What is the purpose of the digitalization program mentioned by Pak Ega?

The digitalization program aims to integrate Pertamina's outlets and connect them with consumers, allowing the company to better understand and analyze customer behavior through data insights.

How does Pertamina ensure that subsidized fuel is allocated to the right customers?

Pertamina identifies eligible customers using a customer database linked to MyPertamina. The system cross-checks vehicle types and customer eligibility according to regulations, ensuring the right consumers receive subsidized fuel.

What marketing strategies does Pertamina use for non-subsidized customers?

Pertamina conducts market profiling and prospecting to identify opportunities for non-subsidized products. They create specific marketing and loyalty programs targeting potential customers, such as discounts on non-subsidized products during certain periods.

How does Pertamina use social media to interact with customers?

Pertamina uses social media platforms for each of their products, allowing them to engage directly with customers, monitor sentiment, and gather insights that guide their marketing plans.

What challenges does Pertamina face in marketing its products?

Pertamina faces challenges in balancing marketing strategies for both subsidized and non-subsidized products, while also catering to diverse customer segments with different needs and expectations.

How does Pertamina handle customers who misuse subsidized fuel?

Pertamina identifies and blocks customers who misuse subsidized fuel through its database. However, they also educate these customers about purchasing non-subsidized products as an alternative.

What types of collaborations does Pertamina pursue for its marketing programs?

Pertamina collaborates with other companies for cross-brand promotions, loyalty programs, and digital platform partnerships, especially when customer profiles overlap, to enhance the impact of their marketing activities.