Paul Writer interviewed Laura Kantor, Head of Marketing & Sustainability Lead foodpanda Singapore. In this role, Laura plans to maintain foodpanda as the food delivery service of choice with effective, localised marketing campaigns that drive customer loyalty.
- With innovative disruption changing the digital economy, customer expectations are on the rise. How have you changed your digital marketing strategies to deal with rising customer expectations?
Over the past years, the development of targeted and meaningful strategies has become more and more important in order to meet customer expectations. The focus is to create engaging content that gets across the message in just a few seconds as the online environment is fast and crowded.
To break through the clutter, relevance and agility are key – being able to pick up on events, trending topics and having engaging, experiential content. At foodpanda, we have a lot of freedom to create local content which is extremely helpful and important.
Recently we worked with the Singaporean YouTuber, Umehara Keiji, for a special video “Undercover Panda” where our new Commercial Director went undercover as a foodpanda rider for a day to learn the ropes of what it takes to be a rider with us. This video gives people an exclusive opportunity to see what goes on behind the scenes of and supports to establish an emotional connection with the brand.
For last National Day, we identified the most popular cuisines per neighbourhood across the island and offered relevant food promotions to our users. These user data based campaigns optimise the relevancy of our activations and the fact that we can geo-target our messaging further helps to ensure we reach the right audience.
- How much impact does your social media strategy, and mobile app marketing have on your ROI? What are the online platforms that work well for your organization?
foodpanda’s social media and mobile app are key channels in our overall marketing strategy – especially because we are a digital-first business. For all our marketing efforts, we closely monitor ROI as it helps to further optimise initiatives. As we’re part of Delivery Hero, worldwide leading player in the food delivery industry, we also share best practices across the markets and have the freedom to localise if there’s a fit.
The different online platforms resemble distinctive touchpoints with our users and we always ensure there’s consistency across the different channels if we have certain campaigns to ensure we’re pushing similar messages and optimise the impact of all our initiatives – not necessarily focusing on one platform but rather a combination of channels.
- Influencer marketing, AR/VR, chatbots, hyper-personalized marketing are the growing trends of today. As a modern marketer, what is your view on the use of martech in your marketing strategy?
New technologies can no longer be ignored by any marketer nowadays and at foodpanda, it’s a very important part of our marketing efforts. Incorporating new channels and tools to reach an audience is a must – we live in a dynamic, technology-focused world.
Moving from a buzzword to implementation – the challenge is to ensure companies only start incorporating new technologies when these fit the overall direction. If you’re taking a highly personalised approach, you might want to continue testing a chatbot function until it gives similar, personal answers instead of a one-size-fits-all approach.
- In what ways do you think AI, data and machine learning are transforming the way we are approaching marketing today?
All our marketing decisions are highly based on data and digital campaigns are continuously optimised based on results. As our entire business is formed based on our in-house developed dispatch algorithm – allocating orders to riders, minimising delivery times – we are aware of the importance of data and this is also translated throughout our marketing calendar.
The advantage of this approach is that we know certain initiatives will drive results and engagements. While we still have the local creative liberty to take risk and trial new initiatives, these ideas are thoroughly based on insights.
- How do you describe a modern marketer of today?
Nowadays, a marketer moves even faster than before, learning from data and pushing boundaries in order to get consumers’ attention. Instead of solely executing campaigns, the modern marketer is passionate about the business as you’ll need to be open to constantly improve yourself.
Personally, I am a strong advocate of Corporate Social Responsibility and spearhead the sustainability push for foodpanda. What started out as my passion project for eliminating single-use plastic locally, has become replicated across our international operations.
From marketing world-class music acts to now, a world-class food delivery company, Laura Kantor has been in the marketing dome for the past eight years and currently presides as the Head of Marketing and Sustainability Lead for foodpanda Singapore. Prior to foodpanda, Laura has set up the SEA hub for Bupa Medical International and represented IBM whilst at Ogilvy & Mather. Through the different strategies deployed at her previous stints, it all culminates with foodpanda – where the ever-evolving terrain of food delivery service favours the quick and brazen.