التسويق الإلكتروني ودوره في نموء الأعمال والمحافظة...
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المستشفى السعودي األلماني - عسير
التسويق اإللكتروني ودوره في نمو األعمال والمحافظة علي العمالء
طاهر محمدwww.linkedin.com/in/
taherosman@altaherosman
تسويق_الماني_عسير#
Gathering of people in the Vatican for the unveiling of a new Pope in both 2005 and 2013
Naming Conviction • We used to refer to our online
presence as social media, thus we are beyond social media if we are talking about a consistent and mature online presence, it’s Digital Marketing
Digital Marketing/Social Media Titles • Digital Marketing Strategist / Analyst • Social Media Strategist / analyst • Digital Marketing Manager/ Executive/ Coordinator / Senior• Social Media Manager/ Executive/ Coordinator / Senior• Digital Marketing Specialist PPC / SEO • Digital Account Manager• Content Writer/ Producer • Google Analytics • Graphic Designer / Creative Ads Creator
Executive Summary As will be discussed in the Situational Analysis, we are a bit
far from the required, a lot of improvement could be done. Measuring success with volume, will never add any value. A metrics of Performance & Conversion should be applied. Digital Marketing will help to identify occasions where a
customer experience was not up to their expectation and to our business standard.
Start using our huge amount of data & Analytics to take Decision.
Towards achieving our marketing and business goals we should blend Digital & Marketing strategies.
Digital marketing is a journey, its not a destination.
Objectives aligned with CDJ Creating Demand ( Inform – Persuade – Remind) and Satisfying that demand Defining target market, ideal customer (Personas) Building Brand Awareness Rank high for search and relevant search queries Providing information to visitors at the right time Collect customers information for potential lead Driving Direct Response Engagement and frequent visit. Nurture Customer at the loyalty loob. Monitor brand mention
Tactics: Inbound Marketing Be a Part of the Conversation, Don’t Interrupt
Tactics: Inbound Marketing, Contents Content is the King”, this techniques can be used to fulfill our objectives of branding, engagement & SEO
•Identify Personas•Content & Context: contents tailored to who we are trying to reach
Contents Metrics KPIIt’s not an easy task to measure success of a content with one metric, though the following should be considered:
•Reach; how many people consume your content.
•Engagement & Popularity; how many share, like, tweet, pin .. etc
•Lead Generation; how many act by signing up a form, sales .. etc
•Average time; time spent on content page
•Bounce Rate; Percentage of session start with that page
•Exit rate; Percentage that were the last in the session
•Gender: which gender react more/less with specific content
•Location: which location visitors react more/less with specific content
•Entrances: number of time visitors enter through specific page
Contents Metrics KPISample: Measuring Lead Generation for Email List Sign Up after reading a content
Tactics: Inbound Marketing, Landing Page
Contents Services SEO Leads
E-MailReservation Results
Definition: A website page specifically designed to convert visitors into leads, based on the concept (give me something & I will give you something)
CTA – Landing Page – Thank You
Offers
Relevancy, social share, Industry awards and recognition..etc
Landing Page Metrics KPILanding Page is our Digital Sales Representative, to measure its success we can use the following metrics
•Conversion/Lead Rate; numbers of visitors converted into a lead
•Reach; how many people consume contents on the landing page
•Engagement & Popularity; how many share, like, tweet, pin .. Etc
•Average time; time spent on the landing page
•Bounce Rate; Percentage of session start with that page
•Exit rate; Percentage that were the last in the session
•Entrances: number of time visitors enter through landing page
•Source; referral, social, paid, organic, email … etc
Tactics: PPC (Pay Per Click) The amount spent to get an advertisement clicked
•Driving the paid traffic will rank us high for search queries. •Immediate results, we can easily track •Different targeting options
Insights for PPC
Tactics: PPC (Pay Per Click) Targeting •Remarketing (reaching again visitors who visited your website previously)
•Keywords (diabetes keywords)•Interests, Gender, age, devices … etc •Locations (GEO)•Placements (GDN)
Talk to (X) Who's Passionate about Luxury Cars Male 34-25 in Riyadh at 8PM on his mobile with a Custom Message.
Arab. Users Preferences
Tactics: PPC (Pay Per Click) Targeting
Consistency Yet Relevant
• Frequency Capping
Tactics: CPM (Cost per Thousand Impression)The amount spent to get an advertisement seen
Very effective for Branding & Awarness
17.952
Very effective on Mobile & Tab Apps (ITunes – Android)
53K 5$
Tactics: CPM (Cost per Thousand Impression)
Sample of ads we applied on mobile apps
Ads on Mobile Apps Dashboard89.679 11.83$356
Tactics: Analytics
Historical Analytics of a Website Page
Returning visitor are 21% only.
88% visitors are male who is looking for jobs
68% of visitors session last between 1-10 second only
25% of visitors use mobile to connect to our website.
Social network is referring only 2.3% to our website
35.7% referral is coming from forums we don’t know about them
Action: Analyze & Act
Tactics: Analytics
Tactics: Analytics Dashboard
Tactics: Analytics Dashboard
Tactics: Facebook Despite the deterioration of reach for business page, facebook still is the black horse if we play the game well
Tactics: CPM - Reach
This option will boost facebook post and increase reach & Engagement
Facebook KPI - Insights
It would be great if we added PTAT for measuring performanceUpdate: facebook remove PTAT to encourage even in-depth Insights
Facebook KPI
Each aspect of People should be considered & Analyzed thoroughly
Things need to Know about FB• Account/ Page/ Group/ Events • Full Page Profile/ Cover. • Ads Manager (boost – like – Engage..etc) • Power Editor – Instagram Ads• Content of Value • Third Party Apps. • Insights & Analysis • Algorithm is changing (organic reach/video)
500.000/Day
80% through Mobile
Twitter KPI
Hootsuite Pro and others social media management tools provide a good and easy metrics to measure the performance on twitter, along with that we can use:
•Brand search•Brand Mention•Numbers of retweets •Numbers of discussion with others •Numbers of followers •Numbers of tweet •Traffic from twitter to website •Tracking URL shortening statistics •Twitter activity stat. •Negative feedback
Twitter KPI
Sample of Tweet DetailsSample of Search Keywords
Twitter KPI
Tactics: CPV (Cost Per View)
•Promising results on Advertising on Youtube•Easily tracking and Analytics •Branding, promotion and Sales
Video advertising is a very powerful area, youtube is considered the second search engine worldwide, with a growth rate of 109% in KSA with more than 90 million video watch daily according to the statistics 2012
Tactics: Youtube Reservation Plans
Reservation Plan is very effective for Brand Awareness and could be used GroupWise, ads will be shown on the youtube homepage for all visitors in a country on specific days
Youtube KPI
Huge amount of data is available on Youtube Analytic
KPI for PPC,CPM, Mobile App Ads & Video Ads
Google Adwords & Analytics provide many metrics as a KPI for PPC & CPM campaigns which is:
•Click Through Rate (CTR); Total clicks/ad impressions
•Conversion Rate; Percentage of users who take a desired action
•Cost Per Acquisition (CPA); How much it costs to acquire a customer through your ads
•Cost Per Click (CPC); how much each click on your ad costs
•Impression (CPM); How many people see your ad when it’s live
•Cost Per View (CPV); how much does it cost to view your video ad
2016
Insights for mobile app / 2010 - 2011
http://www.insightsmena.com / 2011
2015هيئة االتصاالت وتقنية المعلومات – تقرير االتصاالت المتنقلة http://www.citc.gov.sa
93%
52%People Watching youtube Video on their Smartphone Daily, 2015
Tactics Cont. Email Marketing
Linkedin.
Mobile Apps.
Landing Page
Banners Ads.
Google+
Blogging
2000
2003
2011
Dec. 2012 Dec. 2013 Dec. 20150
10000
20000
30000
40000
50000
60000
1415,058
50,319
Jun. 2012 Dec. 2013 Dec. 20150
500
1000
1500
2000
2500
3000
3500
52
882
2,907
Aug. 2012 Dec. 2013 Dec. 20150
200
400
600
800
1000
1200
099
962
Suggested Staffing of Digital Marketing Unit
Manager: Analytics, Planning & Supervision, communications, reporting.. etc
PPC: Paid campaigns on Adwords, facebook, linkedin, youtube
SEO: SEO Optimization, on page, off page, landing page, leads, tracking code
Content: content ideas, creation, measure & Analyze
Social Media: CTA management, update, Analyze
Graphic Designer: infographic, video editing, designing
Work in this field need collaboration & brainstorming for Analysis of Data
Action Taken So Far – Professional Dev. I have undergone the following trainings on the field of Digital Marketing
http://www.linkedin.com/in/taherosman
Action Taken So Far – Identify PersonasI started the process of Identifying Personas after analyzing the behavior of visitors to our website and started with the following two personas as pilot
Job Seekers Diabetes Pt.
Measurement & Analysis is going on
Waiting for Content from Diabetic Pt. Educator
Action Taken So Far – Identify Personas
Posting of a Related Content to Personas will definitely resonate as this one which gave an organic record results after only 3 days of posting compared to 6 day general content
Action Taken So Far – Landing Page Before Current
I have modified the landing page to offer value, generate leads & increase engagement and average time on page
Increase of OPD Patients for Dr. Wafaa Shawkat
Jan-15 Feb-15 Mar-150
200
400
600
800
1000
1200
Series1
Though its very challenging to Track ROI of Ads Impression, but with consistent survey, coupons, promotion for online campaign only, dedicated phone …. Etc we can track that
Current Project• Grainger & Bosch • DMP (Digital Management Platform)• No Standalone teams – 26 • Behavioral Ads – Programmatic
Advertising • Qualified Prospect Opposed to Braod
Demographic • Spending of 3.8 Million on Research
