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Digital advertising - Generating Leads & Sales [Strategic Alliancez]
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Digital advertising - Generating Leads & Sales [Strategic Alliancez]

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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 …

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.


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  • 1. DIGITAL ADVERTISING: GENERATING LEADS & SALES
  • 2. WHY ADVERTISE?
  • 3. ADVERTISING BUDGET?
  • 4. ADVERTISE WHERE?
  • 5. WHO WILL HELP ME ADVERTISE?
  • 6. WHAT WILL THEY GIVE ME?
  • 7. ARE WE READY? 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
  • 8. LET’S GO?
  • 9. WHAT HAPPENS IN THE REAL WORLD?
  • 10. “ Half the money I spend on advertising is wasted; the trouble is I don't know which half. “ - John Wanamaker
  • 11. WHAT IS DIGITAL ADVERTISING?
  • 12. PERCEPTION
  • 13. “ Though I am a big believer of Online advertising in the ISP business, but I never believed that an online campaign 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. “ - Hashim Sheikh Chief Marketing Officer Qubee Pakistan
  • 14. DIGITAL ADVERTISING? Never Goes Wasted Miles ahead Generates leads Measurable Optimized Lower Cost of Acquisition Provides ACTUAL SALES
  • 15. PAKISTAN SNAPSHOT 193,238,868 TOTAL POPULATION 19,800,000 INTERNET USERS 11,400,000 ACTIVE FACEBOOK USERS 36% RURAL URBAN 10% INTERNET PENETRATION 6% FACEBOOK PENETRATION 129,583,076 ACTIVE MOBILE SUBSCRIPTIONS 64% 67% MOBILE SUBSCRIPTION PENETRATION Sources: US Census Bureau, InternetWorldStats, Facebook, ITU
  • 16. PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS THAT ARE PRE-PAID 97% NUMBER OF ACTIVE MOBILE BROADBAND SUBSCRIPTIONS PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS THAT ARE POST-PAID 3% MOBILE BROADBAND SUBSCRIPTIONS AS A PERCENTAGE OF THE TOTAL POPULATION # 580K MOBILE STATISTICS ACTIVE SOCIAL MEDIA USERS ACCESSING SOCIAL MEDIA ON A MOBILE DEVICE PENETRATION OF MOBILE SOCIAL AS A PERCENTAGE OF THE TOTAL POPULATION # 0.3% 7.6M Sources: US Census Bureau, InternetWorldStats, Facebook, ITU 3.9%
  • 17. GLOBAL E-COMMERCE US: 14% EU: 18% GROWTH 550% COD: 92% IN PAKISTAN E-MARKETER FORRESTER RESEARCH
  • 18. WHAT HAS CHANGED FROM THEN TO NOW?
  • 19. “ “ DON’T CLOSE THE SALE Instead, think of the sale as the beginning of proactive, value-based relationship development.
  • 20. / THEN NOW MESSAGE STATIC CALL TO ACTION RESPONSIVE
  • 21. / THEN NOW EXPOSURE MODEL ENGAGEMENT MODEL
  • 22. CONSUMER JOURNEY TO PURCHASE - ONLINE THEN } } MARKETING SALES NOW AWARENESS DISPLAY ADS INTEREST CONSIDERATION INTENT EVALUATION PURCHASE SOCIAL PAID SEARCH EMAIL ORGANIC SEARCH REFERRAL DIRECT PURCHASE } } MARKETING SALES
  • 23. CONSUMER JOURNEY ON MOBILE 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. 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. 4. Purchase immediacy is key Over half of consumers want to make a purchase within an hour of conducting research on their smartphone. 5. Mobile influences 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.
  • 24. TIME SPENT Consumers spend more than 15 hours per week on mobile research Mobile Web Time 0:48 0:54 0:51 Monday Tuesday Wednesday 1:22 1:09 1:36 7.3 0:38 Thursday 1:08 1:03 1:08 1:14 Friday hours per week Saturday Sunday 1:25 1:03 1:01 Mobile App Time 8 hours per week Monday Tuesday Wednesday Thursday Friday Saturday Sunday
  • 25. ACTUAL CHECKLIST Understanding the Business Vertical Know your Product Know the Target Market Devise a Content Strategy Land Somewhere - Assets Plan a media rollout KPIs
  • 26. GENERATING LEADS & SALES A CASE STUDY:
  • 27. Campaign Brief 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
  • 28. STRATEGY Phase 1 Exposure Phase 2 Engagement Phase 3 Acquisition
  • 29. STRATEGY PHASE 1 EXPOSURE • Maximize ROI on digital by effective content management and targeted advertising • Integrate all digital assets to ensure seamless service provision
  • 30. ASSETS/PLATFORMS
  • 31. RICH MEDIA ADS
  • 32. RICH MEDIA ADS
  • 33. RICH MEDIA ADS
  • 34. STRATEGY PHASE 2 ENGAGMENT • Creating content related to PoI of target audience • Mobilizing fans through polls, competition & rewards • Partnering with fans in content creation
  • 35. CONTENT - POI
  • 36. STRATEGY PHASE 3 ACQUISITION • Incentivize sim card bookings & catalyze sales • Enable digital activation of Uth Pack offers • Amplify engagement from fan to user level
  • 37. BOOK MY NUMBER
  • 38. LEADS / SALE GENERATED FACEBOOK DIRECT PUBLISHERS WEBSITE } } SIM CARDS BOOKED 1.2K+ 29K+ Highest number of SIMs Booked in 24 hours
  • 39. ©
  • 40. “ “ COST OF ACQUISITION 1 NEWSPAPER AD = 1-6 months of DIGITAL ADVERTISING 1 DAY OF TVCs = 6-12 months of DIGITAL ADVERTISING
  • 41. THANK YOU!