Appi Camper is an interview series that shines a spotlight on today's mobile elite, showcasing their expertise and knowledge. Growth leaders share trends, strategies to navigate the current market, tips to overcome present challenges, and how they approach these impacts to successfully emerge as an Appi Camper.

Spotlight with Aidatul Faizah

Introducing Faiz, the experienced Media Lead at Magnus Digital Indonesia with a proven track record of delivering successful Performance Marketing Campaigns for over 8 years.

Faiz is a skilled advertising professional with a Bachelor's degree in Advertising and multiple digital marketing course certifications. Her expertise includes Media Planning, Media Buying, Creative Strategy, Discovery Commerce, Twitter Ads Performance, and Google Search, Display, App, and Shopping Campaigns.

In her free time, Faiz enjoys reading books on philosophy, business, and personal development to stay abreast of industry trends and developments. Her passion for continuous learning is a testament to her unwavering commitment to excellence.

What dictates budget allocation? What metrics are the main focus in order for you to remain with a partner? What does that relationship look like?

To optimize budget allocation, it is crucial to consider both effectiveness and efficiency. While metrics such as conversion rates and cost per customer acquisition provide valuable insights into short-term success, a comprehensive approach is required to evaluate the long-term impact of advertising.

It is important to analyze not only the cost per customer acquisition and conversion rate but also other metrics such as return on investment and customer lifetime value. These metrics provide a more holistic view of the advertising campaign's success and help determine its long-term impact on the brand.

Therefore, it is essential to focus not only on short-term results but also on building a strong brand identity that will endure over time. By carefully considering all of these factors, we can ensure that our budget allocation is optimized to achieve the best possible results.

When discussing new channels, what goes into that discussion, and further into making that decision? What metrics do you use to validate that test being a success or not?

When discussing new channels for brands, it is important to consider several factors. Firstly, the benefits the channel can provide to brands in similar industries should be examined. Additionally, the publisher being used in the channel and its track record with regards to conversion rates and fraud should also be evaluated.

To validate the effectiveness of testing a new channel, there are several metrics that should be taken into account. These include the fraud rate and the quality of the audience, from initial conversion all the way through to retention. By carefully considering these metrics, brands can make informed decisions about which new channels to pursue and how to maximize their impact.

What unique marketing strategies have you deployed, where you were skeptical or surprised of the results?

We attempted to launch a novel product, which was still in its nascent stages, but the brand was eager to obtain quick outcomes. The brand invested a considerable sum of money in this initiative.

To achieve a successful campaign, we endeavored to identify the most effective channel. Consequently, we conducted several tests on various channels within a limited time frame, which went against the ideal timing. Adopting a "test fast, kill fast" mentality, we aimed to identify any shortcomings as early as possible by utilizing available insights.

Initially skeptical, we were pleasantly surprised by the outcome, which turned out to be very satisfying.

What are your recommendations for keeping yourself and your team members connected and motivated? Are there any tips you can share about how to make it work?

Effective communication is highly correlated with success in any endeavor. However, in addition to good communication, it is important to ensure that all team members share the same goals and vision.

To help team members develop their knowledge and skills, it is essential to encourage and invite them to participate in any relevant opportunities. It is also crucial to provide them with clear and positive feedback to motivate and inspire them.

What does personal branding mean to you? Any tips for someone trying to build their personal brand?

Personal branding is the way we present ourselves to the world. It encompasses the unique blend of our skills, experience, and personality traits that we want others to recognize and associate with us.

To effectively build our personal brand, our actions must align with the image we are trying to portray. The key to successful personal branding is consistency. We are creating an external representation of ourselves, and this requires us to behave in a manner that is consistent with our desired depiction.

What does 'diversity and inclusion' mean to you and your company? Are there any initiatives you’re particularly proud of?

Diversity refers to the presence of differences in various characteristics among a group of people, while inclusion involves creating a welcoming environment where every employee is valued and provided with equal opportunities to succeed.

I take pride in being a part of this diverse workplace where all individuals are treated with respect and given the same opportunities to thrive.

If doing both UA & RTG campaigns, how does your creative and messaging differ amongst the two?

For UA campaigns, the creative should focus on introducing the product or service to new potential customers. The messaging should be clear, concise, and highlight the unique value proposition of the product or service. The call-to-action should encourage the user to try the product or service, with a focus on the benefits they will receive.

On the other hand, for RTG campaigns, the creative should be designed to remind users of their previous interactions with the product or service. The messaging should be personalized and tailored to the user's specific behavior or interests. The call-to-action should encourage the user to return and complete the action they previously started or explore additional features of the product or service.

In summary, the creative and messaging for UA campaigns should focus on introducing the product or service, while the creative and messaging for RTG campaigns should be personalized and tailored to the user's previous behavior.

How's your team approaching consent and opt-in messaging? What's your approach or stance been?

With the growing emphasis on data privacy and protection, it is essential to obtain explicit consent from users before collecting or using their personal information. Opt-in messaging is a critical component of this process, as it allows users to provide consent voluntarily.

Consent messaging should be transparent, clear, and provide all necessary information for informed decision-making. Users should be able to easily opt-out at any time.

Organizations should go beyond legal requirements and take an ethical approach to personal data collection and use. This includes giving users control over their data, being transparent about data practices, and using data ethically.

To summarize, consent messaging should prioritize transparency, user control, and ethical data use.