digital advertising - generating leads & sales [strategic alliancez]
Post on 15-Sep-2014
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DESCRIPTION
How digital advertising is helping the lead generation process and creating the sales funnel. A case study on UFONE Uth Pack. Latest statistics of Pakistan's digital landscape and Consumers journey to purchase on web and mobile. This presentation was used for Key Note session at the SALESCON14 organized by TEC in Royal Palm Lahore.TRANSCRIPT
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DIGITAL ADVERTISING: GENERATING LEADS & SALES
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WHYADVERTISE?
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ADVERTISINGBUDGET?
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ADVERTISEWHERE?
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WHO WILLHELP ME ADVERTISE?
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WHAT WILLTHEY GIVE ME?
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I’m advertising with X amount of Budget
I have someone to advertise for me if I cant do it myself
I have my Ad ready
I have a Media Plan
ARE WE READY?
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LET’S GO?
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WHATHAPPENS IN THE
REALWORLD?
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Half the money I spend on advertising is wasted; the trouble is I don't know which half. - John Wanamaker
“ “
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WHAT ISDIGITALADVERTISING?
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PERCEPTION
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- Hashim Sheikh Chief Marketing Officer Qubee Pakistan
Though I am a big believer of Online advertising in the ISP business, but I never believed that an online cam-
paign could beat TV in terms of ROI, CPI & conversions. Though the reach is
still limited at 11.2% in our market, the conversion ratios are outstanding, & justify each dollar spent online as a
marketing medium.
“ “
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DIGITALADVERTISING?
Never Goes Wasted
Miles ahead
Generates leads
Measurable
Optimized
Lower Cost of Acquisition
Provides ACTUAL SALES
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Sources: US Census Bureau, InternetWorldStats, Facebook, ITU
TOTAL POPULATION
INTERNET USERS
ACTIVE MOBILE SUBSCRIPTIONS
INTERNET PENETRATION
URBAN
MOBILE SUBSCRIPTION PENETRATION
193,238,868
19,800,000
11,400,000
129,583,076
ACTIVE FACEBOOK USERS FACEBOOK PENETRATION
RURAL
36%
67%
64%
10%
6%
PAKISTANSNAPSHOT
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Sources: US Census Bureau, InternetWorldStats, Facebook, ITU
NUMBER OF ACTIVE MOBILE
BROADBAND SUBSCRIPTIONS
MOBILE BROADBAND SUBSCRIPTIONS AS A PERCENTAGE OF THE
TOTAL POPULATION
ACTIVE SOCIAL MEDIA USERS ACCESSING SOCIAL MEDIA ON A
MOBILE DEVICE
PENETRATION OF MOBILE SOCIAL AS A
PERCENTAGE OF THE TOTAL POPULATION
# #
580K 0.3% 7.6M 3.9%
PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS
THAT ARE PRE-PAID
PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS
THAT ARE POST-PAID
97% 3%
MOBILESTATISTICS
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GLOBALE-COMMERCEUS: 14% EU: 18% GROWTH 550%
IN PAKISTANCOD: 92%
E-MARKETER FORRESTER RESEARCH
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WHATHAS CHANGED FROM
THEN TO NOW?
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DON’T CLOSE THE SALE“ “
Instead, think of the sale as the beginning of proactive, value-based relationship development.
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THENMESSAGE
STATICCALL TO ACTIONRESPONSIVE
NOW/
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THENEXPOSURE
MODELENGAGEMENT MODEL
NOW/
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AWARENESS DISPLAY ADS
INTEREST
MARKETING
SALES
INTENT
EVALUATION
PURCHASE
}}
}}MARKETING
SALES
CONSIDERATION SOCIAL
PAID SEARCHEMAIL
ORGANIC SEARCHREFERRAL
DIRECT PURCHASE
DISPLAY ADS
SOCIAL
PAID SEARCHEMAIL
ORGANIC SEARCHREFERRAL
DIRECT PURCHASE
DISPLAY ADS
SOCIAL
PAID SEARCHEMAIL
ORGANIC SEARCHREFERRAL
DIRECT PURCHASE
THEN NOW
CONSUMER JOURNEYTO PURCHASE - ONLINE
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4. Purchase immediacy is key
Over half of consumers want to make a purchase within an hour of conducting research on their smartphone.
2. Mobile research starts with search More smartphone users start researching about products or services on a search engine vs. a branded mobile site or app.
3. Location proximity matters to mobile consumers 69% of consumers expect businesses to be within 5 miles or less of their location.
1. Consumers spend time researching on mobile Consumers spend 15+ hours per week researching on their smartphone and on average visit mobile websites 6 times.
5. Mobile in�uences purchases across channels 93% of people who use mobile to research go on to complete a purchase of a product or service. Most purchases happen in physical stores.
CONSUMER JOURNEYON MOBILE
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Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1:36
0:48 0:54 0:51
1:09
0:38
1:22
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1:01 1:08 1:03
1:08 1:14
1:25
1:03 Mobile
App Time
Mobile Web Time
hours per week
7.3
hours per week
8
Consumers spend more than 15 hours per week on mobile research
TIMESPENT
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ACTUALCHECKLIST
Understanding the Business Vertical
Know your Product
Know the Target Market
Devise a Content Strategy
Land Somewhere - Assets
Plan a media rollout
KPIs
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GENERATINGLEADS& SALES
A CASE STUDY:
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Objectives To launch Uth Pack digitally giving it maximum exposure Create a hub for youth catering to their PoIs To leverage SM platforms in engaging and acquiring the target
audience
Target Youth (14 – 24) in SEC A+, A, B+ & B Tech savvy & internet-apt youth Residing in 15 major cities of Pakistan
KPIs Reach 5 million unique internet users per month for 2 months Create web + mobile assets Build 100k fan base on Facebook for Uth pack in 2 months Sim bookings
Campaign Brief
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Exposure
Engagement
Acquisition
Phase 2
Phase 3
Phase 1
STRATEGY
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STRATEGY
EXPOSURE• Maximize ROI on digital by effective content management and targeted advertising• Integrate all digital assets to ensure seamless service provision
PHASE 1
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ASSETS/PLATFORMS
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RICH MEDIA ADS
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RICH MEDIA ADS
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RICH MEDIA ADS
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STRATEGY
ENGAGMENTPHASE 2
• Creating content related to PoI of target audience• Mobilizing fans through polls, competition & rewards• Partnering with fans in content creation
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CONTENT - POI
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STRATEGY
ACQUISITIONPHASE 3
• Incentivize sim card bookings & catalyze sales• Enable digital activation of Uth Pack offers• Amplify engagement from fan to user level
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BOOK MY NUMBER
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LEADS / SALE GENERATEDFACEBOOK
SIM CARDS BOOKED
WEBSITEDIRECT PUBLISHERS
29K+Highest number of SIMs Booked in 24 hours
1.2K+
} }
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©
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1 NEWSPAPER AD = 1-6 months of DIGITAL ADVERTISING
1 DAY OF TVCs = 6-12 months of DIGITAL ADVERTISING
COST OF ACQUISITION
““
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THANK YOU!