Building Digital Momentum in 2025: Actionable Insights from Top Brands
By Marta Gaspar, Global Marketing Lead
Jakarta buzzed with excitement on November 14th as marketers and digital leaders gathered for a Building Digital Momentum 2025 event. Hosted at the Google office by M&C Saatchi Performance in partnership with Google and Appsflyer, this event was all about sparking new ideas and unlocking growth in the fast-changing world of digital marketing.
The highlight? A panel discussion moderated by Felicia Kawilarang, ex-CMO at Halodoc, featuring marketing experts from Jobstreet by SEEK, Vidio, Bank Saqu and M&C Saatchi Performance who shared how they’re blending branding and performance to create big wins in 2025.
If you’re a brand or performance marketer, here’s a breakdown of the key takeaways and how to put them to work right now.
Bringing Brand and Performance Together
One clear theme stood out: branding and performance campaigns aren’t separate anymore—they’re partners in crime. Felicia Kawilarang explained it best: “For sports content, performance marketing is straightforward—fans know what they want. But for our original series, we must build an emotional connection and tell a story that sticks.”
The message is clear: whether you’re aiming for quick conversions or long-term brand loyalty, everything must work together seamlessly. Your campaigns should tell one cohesive story, from the first impression to the final click.
Key Lessons to Power Your 2025 Strategy
Here are practical tips inspired by the panel:
- Make It Personal (At Scale!)
Joshua Hidayat from Vidio emphasized the power of personalization: “Using AI and data to tailor messages for individual customers isn’t just nice—it’s necessary.” Think beyond broad campaigns. Instead, tap into tools that help you deliver the right message to the right person at the right time.
Try this: Use AI-driven segmentation to personalize your campaigns and make customers feel like you’re speaking directly to them. - Focus on What Really Works
Ever feel like your marketing budget is vanishing into thin air? Fikry Adriansyah from Bank Saqu shared how prioritizing incrementality testing can determine which campaigns genuinely move the needle. In other words, spend smart, not just big.
Try this: Test, analyze, and tweak your campaigns to uncover what drives real results—and double down on those efforts. - Simplify the Complex
Launching something new? The panellists shared how they’ve mastered the art of simplifying complex products, like financial tools, to help customers understand and engage. The secret? Pair education with inspiration.
Try this: Break your message down into bite-sized, relatable content that’s easy to understand—whether it’s a new app or a service. - Storytelling That Connects
In a crowded market, standing out requires more than just visibility—it calls for creativity that resonates. Focus on crafting campaigns that not only grab attention but also build emotional connections. Whether it’s through humor, inspiration, or storytelling, ensure your messaging strikes a chord with your audience.
Actionable Tip: Experiment with “fun awareness” campaigns that engage audiences while aligning with their values and interests. - Data-Driven Messaging
Understanding your audience is key to delivering impactful campaigns. Use data insights to tailor messages that speak directly to your audience’s needs and aspirations, whether they’re navigating career changes, considering new products, or exploring services.
Actionable Tip: Leverage customer insights to map out your audience’s journey and create personalized messaging that feels relevant and relatable. - Building Trust Through Education
When introducing innovative or complex offerings, simplify the message to focus on the value it brings to your audience. Educational campaigns that explain, inspire, and guide can help build trust and boost engagement.
Actionable Tip: Pair clear, concise content with a customer-focused narrative to make new products or services approachable and appealing.
Your Game Plan for 2025
As we get ready to step into a new year, now’s the time to turn inspiration into action. The key is to align your branding and performance strategies, create personalized experiences, and stay laser-focused on results. Whether you’re brainstorming your next big campaign or refining your messaging, these takeaways can give you a solid foundation to build on.
Ready to build your digital momentum?
Contact us to learn how we help clients win in a highly competitive digital landscape.
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