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Editor’s note: MoCuan di bulan Ramadan is an initiative by MoEngage. In these articles, we talk to our customers to understand their customer growth strategy, engagement tactics, and best practices across product and marketing during Ramadan.

Please share a brief overview of your background and your role at Mamikos. 

In a nutshell, Mamikos is an online platform in Indonesia that helps consumers find affordable and comfy boarding houses to rent. We’ve been around since 2014 and have totally changed the game when searching for the perfect place to live. The site is user-friendly, so you can easily browse many properties that fit your budget and preferences. And the best part? You can pay for everything online, and our pricing is completely transparent. Mamikos is all about making the rental process easy and stress-free. So if you’re looking for a place to call home in Indonesia, Mamikos is definitely worth checking out.

At Mamikos, I’m responsible for all marketing campaigns on the paid side of things, SEO, and CRM activities. I also coordinate with Martech to develop automation, marketing trackers, and internal tools.

When do you start planning your Ramadan campaigns?

For us at Mamikos, the pre-Ramadan and Ramadan periods aren’t friendly to generate revenue. In fact, we see a dip in our business during the holy month. During Ramadan, families come together in their homes, so they aren’t generally looking to rent properties. Other customers are on holiday as well. So what we specifically focus on is the post-Ramadan phase only.

How do you increase customer retention in the post-Ramadan phase?

While we pay attention to the post-Ramadan phase for revenue, we run paid brand awareness campaigns during Ramadan. In this period, we concentrate on acquiring new customers and then try to push them down the funnel to convert after the holy month.

To understand our new customers better, we analyze their behavior and preferences till they make their first booking. Essentially, we use MoEngage’s Flows to map the customer journey.

Additionally, we use Dynamic Product Messaging (DPM) to send reminders on properties customers have viewed but haven’t made a booking yet.

While this works for some segments, there are segments that are willing to pay higher for properties more suited to their needs. For these folks, we upsell by recommending properties that other customers have already visited before.

Impactful Insights from Mamikos’ Campaigns

How Mamikos Engages Inactive and Yet-to-Convert Customers

Mamikos focuses on marketing to new customers they acquire during Ramadan. But how can consumer brands leverage existing customers that are either inactive or engaged but not converted yet? Here’s how they do it:

Mamikos monitors funnel drop-offs and sends real-time automated messages to customers based on their event actions. For instance, if the customer were in the ‘visit detail property’ stage, the expected activity for the customer would be to either mark the property as ‘Favorite’ or contact the property owner. For customers who do not perform either of these actions, a message will be triggered, prompting the customer to return to the app or website to complete the action. 

The brand also utilizes Connectors to retarget customers on social media, i.e., outside their app and website. They scheduled personalized Facebook ads for customers based on their search history within the app and website. These ads have pictures of the properties the customer had searched for or added as their ‘favorite’ but have yet to book.

How Mamikos Uplifted Bookings by 35% Using Stylized Push Templates 

Push notifications are key channels brands can use to communicate and trigger various customer actions. Consumer brands must take advantage of this inexpensive channel that can directly enable customers to take action on their app/website this Ramadan.

To test the MoEngage’s Stylized push templates and evaluate their efficacy accurately, Mamikos used the A/B test feature. They sent the stylized push templates to one set of customers and the generic push notification to another set in the same segment. 

Mamikos witnessed an uplift of 31% in their Push Notifications CTRs, causing an increase in app opens, and 35% more bookings!

Trends and Actionable Strategies for Consumer Brands

While most brands cater their Ramadan marketing into 3 phases: Before, during, and after Ramadan, some brands don’t make revenue during the holy month. This could be due to external factors or the nature of the market itself (like for Mamikos). However, brands must use this time to market to customers to create revenue-making opportunities beyond Ramadan. 

Here are some ways to do it:

• Plan and Promote brand awareness campaigns during Ramadan to be on top of the customers’ minds after Ramadan
• Push inactive and engaged customers down the funnel by communicating on their preferred channel, using Omnichannel engagement strategies
• Create segments based on behavior and interests to send personalized communications
• Use A/B testing or a control group to analyze the efficacy. This can also be used to forecast the potential impact of major future campaigns beyond Ramadan.

In conclusion, consumer brands all over Indonesia are geared to leaving no stone unturned to capture the market. Using the suitable methods and solutions, brands can unlock segments that were previously not being leveraged to foster revenue.