tamra-c2.com
Why Digital?
18 Dec 2013
Client
Logo
If needed
tamra-c2.com
Marketing has
changed more
in the past 2
years than in
the past 50.
tamra-c2.com
Zero Moment of Truth
tamra-c2.com
Zero Moment of Truth
tamra-c2.com
tamra-c2.com
What is digital strategy?
What is Digital Strategy
tamra-c2.com
A digital strategy is a plan to
accomplish objective with
the benefit of Digital tools.
What is Digital Strat...
tamra-c2.com
on What, Who, When, Where and How
A digital strategy
What is Digital Strategy
Is a plan
To accomplish objecti...
tamra-c2.com
Why go Digital
Why go Digital
tamra-c2.com
Why go Digital
•Digital marketing is the marketing of the future
•The world is more connected online than eve...
tamra-c2.com
Why go Digital
A: Because your
customers
are here!
customer
brand
tamra-c2.com
Why go Digital: Case Studies
Case
tamra-c2.com
Why go Digital: Case Studies
Hippo
• Leveraged Twitter for inventory
tracking
• The effectiveness of replenis...
tamra-c2.com
Why go Digital: Stats and Interesting numbers
Stats and
interesting
numbers
tamra-c2.com
Why go Digital: Stats and Interesting numbers
% of time spent in Media vs. % of Advertising Spending (2013)
tamra-c2.com
Why go Digital: Stats and Interesting numbers
• Mobile ad grew by 81 % this year
• Ad spend for Print media i...
tamra-c2.com
Why go Digital: Stats and Interesting numbers
Internet penetration Consumer behavior
MENA
tamra-c2.com
Why go Digital: Stats and Interesting numbers
• 60% of Middle Eastern marketers increased digital
investment ...
tamra-c2.com
Why go Digital: Stats and Interesting numbers
Guess number of visitors from UAE?
thousand3 million 2 million ...
tamra-c2.com
Why go Digital: What can we do
tamra-c2.com
Why go Digital: What can we do
BANNER ADS
tamra-c2.com
Why go Digital: What can we do
Retargeting
Landing page
Google Adwords
Behavioral Targeting
tamra-c2.com
Why go Digital: What can we do
We will use scientific approach to
decide on the platform and validate
with nu...
tamra-c2.com
Why go Digital: What can we do
• Porsche Dubai - 5400
• Porsche Abu Dhabi – 1000
• Porsche Panamera – 1000
• ...
tamra-c2.com
Why go Digital: Why are we better
tamra-c2.com
Shifting value away from size towards the audience
Why go Digital: Why are we better
Focus on small but growi...
tamra-c2.com
Summary
•Simply, its just reaching and engaging customers through Digital
medium
•Not a “herd mentality” atti...
tamra-c2.com
Digital strategy
Digital strategy
Digital strategy
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Digital strategy

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  • The reason we are here and focusing on Digital right now is because advertising is shifting. marketing is changing. Marketing has changed more in the past two years than in the past 50.
  • Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real timeDigital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc.Digital marketing can be simply understood as marketing that makes use of electronic devices such as computers, tablets, smartphones, cell phones, digital billboards, and game consoles to engage with consumers and other business partners.
  • Its basically a plan on who are your target audience, any specific characteristics, what creative or content has to be used, the platforms to be used,etc.The plan should be precise and detailed. Relevance and efficiency are key and you should have rationale for what types of digital media you are using and how that brings your strategy to life.It can be brand awareness obj, retention obj. and acquisition obj. “we aim to reach 100,000 of our target audience with a message introducing our new product in the first 2 weeks after launch”So its essentially having a clear cut objective and deciding on variables like target audience, platform using electronic devices and other tools.Till objective its basically marketing defenition
  • Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real timeDigital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc.Digital marketing can be simply understood as marketing that makes use of electronic devices such as computers, tablets, smartphones, cell phones, digital billboards, and game consoles to engage with consumers and other business partners.
  • If a brand does’nt have a digital strategy it suggests that they are not thinking long term. I probably can give 30 40 reasons why you should go digital. But a very basic and an imperative need to go digital is because of one reasion
  • “The advantage of having a strong and interactive online presence is that there are many ways of promoting a business, offerings and even more and a direct way to engage, influence and bond with customers, both in the short-term & long-term,= Lot of customers mean important data is made available which can be used for analyzing and taking decisions“If your competitors are online and you are not, the brand is losing an immediate opportunity for being one of the customer choices
  • Since it was Hippo’s popularity that created a huge demand for itself, Hippo used the same to fix its supply. Instead of spending large amounts of time (and money) outsourcing these distribution and supply duties, Hippo decided to turn to his followers onHippo asked his followers to tweet and inform him about locations and even specific stores where Hippo packs were unavailable. Hippo set up a core cell at the manufacturer’s headquarters in Bombay, which monitored these tweets, collected this information and passed it on immediately to teams of distributors in the respective areas. This system proved to be extremely efficient. Within 48 hours of locations being identified, teams of distributors had already replenished stocksAs people began to see that their tweets actually succeeded in making Hippo available at their neighbourhood store, word of mouth and social media took over and Hippo became a rage. Soon, tweets were pouring in 24/7, from over 45 citiesHippo twitter – http://www.mxmindia.com/2011/10/keeping-stock-with-twitter/
  • Instagram menu comodo - http://www.youtube.com/watch?v=TKNA5GnO7Xs , http://instagram-menu-comodo.com/
  • The app was developed to encourage people to allow their Häagen-Dazs ice cream, gelato, sorbet or frozen yogurt to temper before eating.
  • Instagram menu comodo - http://www.youtube.com/watch?v=TKNA5GnO7Xs , http://instagram-menu-comodo.com/
  • In a survey by OMOBONO, 95% of respondents believe digital marketing is critical or important in achieving their marketing goals, but only 1/3 of them gave a lion’s share of budget to digitalIn the Middle East, people spend on average two hours a day on the internet and three hours on TV, but the gap between digital and TV advertising spend is substantial with more than 40 per cent of advertising budgets spent on television.
  • Ask yourself if we are doing this for clientmobile is growing seven times faster than desktop Internet spendWhile print media is still going strong with 71 per cent share of overall ad-spending, (whereas global average is 25%) the digital media “is still in its infancy” in the MENAregion but growing at a brisk pace. Internet advertising grew by 16 % this year(ubscription of newspaper)In recent years, marketers poured money into digital ads largely at the expense of print media.TV not only held its ground but grew as marketers sought to reach mass audiencenewspapers and magazines declining by an average of 1 per cent and 2 per cent a year.The rapid growth of mobile ads should come as no surprise. On top of the fact that some believe sales of tablets are set to overtake those of PCs by the end of this year, for many consumers in the U.S. — and perhaps even more so in other markets — smartphones are becoming the primary way that they go online.
  • Ksa has a penetration of 60%, UAE of 72%.Taking penetration from FB perspective, the avg. is around 50-60%. But in Lebanon, almost every internet user has a FB account.BTW FB has 70 translations availableYouth (between the ages of 15 and 29) make up 75% of Facebook users in the Arab region.By analyzing the data, a country’s consumer behavior can be ascertainedSaudis visit finance websitesIf you look at the top 5 websites in Egypt, both religious and dating sites can be found
  • Ksa has a penetration of 60%, UAE of 72%.Taking penetration from FB perspective, the avg. is around 50-60%. But in Lebanon, almost every internet user has a FB account.BTW FB has 70 translations availableYouth (between the ages of 15 and 29) make up 75% of Facebook users in the Arab region.By analyzing the data, a country’s consumer behavior can be ascertainedSaudis visit finance websitesIf you look at the top 5 websites in Egypt, both religious and dating sites can be found
  • Generally most companies in the region allocate 15 per cent of their advertising budget on digital of which 12-13 per cent goes towards internet advertising and 2-3 per cent on mobile and tablet. About 60 per cent of this is spent on displays like banners on websites, 30 per cent on direct messaging, like SMS and 20 per cent on search. Globally, however, search accounts for 62 per cent of digital advertising budgets, 10 per cent on direct messaging and 28 per cent on displayNielsen research shows that advertising on multiple platforms significantly increases recall and engagement. In response, brands should optimize their ads for all screens (tablets, smartphones, laptops, etc.).
  • The approach to selecting websites is not right. Rather than just working with big websites/portals, we will look for effective alternatives. more I will explain in the next slideIts like a template that Companies blindly follow Generally most companies in the region allocate 15 per cent of their advertising budget on digital of which 12-13 per cent goes towards internet advertising and 2-3 per cent on mobile and tablet. About 60 per cent of this is spent on displays like banners on websites, 30 per cent on direct messaging, like SMS and 20 per cent on search. Globally, however, search accounts for 62 per cent of digital advertising budgets, 10 per cent on direct messaging and 28 per cent on display.We will take marketing decisions based on data, rather than the bling or size
  • While there is value in big and the best, we need to shift the conversation to more towards the audience profile. All brands want to reach large number of people and media agencies want to work with big websites. What you find however, if you have a target audience demographic in mind, is that you can then find great sites to advertise in that aren’t necessarily the biggest. “So the example I used in the PropertyGuru conference was that if I’m looking for an audience of 20- 35 year old males, then the biggest site in the country may be one of the biggest newspaper sites,” says Hogg.   “But if I filter it down to the percentage of traffic on that site which matches the above demographic profile, then that site is actually ranked No 6. So obviously if you’re buying CPMs (cost per mile or per thousand views), then you get lower wastage with the smaller site,” he says.   Advertisers know that with the big sites, they can reach the audience they want, much in the way you can use a cannon to kill a mosquito. But by arming yourself with the necessary demographic data, and targeting your ad spend selectively, you can sustain a campaign for a much longer period of time, at a lower cost. It’s the ‘more bang for the buck’ argument all over again.  ** The online scene in UAE is on a upward spiral. Lot of websites are growing and new websites coming up. Here we are looking at long term and we want to built relationships with these niche and upcoming websitesSo Instead of spending too much on the ad vehicles that have always been the most popular with their pals and peers, we need to invest ad budgets primarily in the media vehicles and tactics that work the bestFrequently, the data shows, these traditional choices are the worst-performing choices available.**We also will use other tools to validate.Helps in discovering new platforms which will help us in improving efficiency and boost returns.So through our value, we need to get reaction that can ultimately lead to sales
  • Right now it hard to tell what will work in the digital medium as we are now in the initial stages. What we need to do now is Testing and Validating.we have data –optimizing-keep on improvingThe conservatism of decision makers offers a final potential explanation for the observed overspending [on the wrong ad vehicles]. Although it may be driven by a number of related phenomena, it has its roots in one of the most prevalent characteristics of human nature: aversion to change.Brands Looking for guidanceEg of viagra
  • Digital strategy

    1. 1. tamra-c2.com Why Digital? 18 Dec 2013 Client Logo If needed
    2. 2. tamra-c2.com Marketing has changed more in the past 2 years than in the past 50.
    3. 3. tamra-c2.com Zero Moment of Truth
    4. 4. tamra-c2.com Zero Moment of Truth
    5. 5. tamra-c2.com
    6. 6. tamra-c2.com What is digital strategy? What is Digital Strategy
    7. 7. tamra-c2.com A digital strategy is a plan to accomplish objective with the benefit of Digital tools. What is Digital Strategy
    8. 8. tamra-c2.com on What, Who, When, Where and How A digital strategy What is Digital Strategy Is a plan To accomplish objective must be Specific Measurable Attainable Relevant Time-period Using digital tools. such as Web, Mobile, Facebook, Adwords, Tablets,etc
    9. 9. tamra-c2.com Why go Digital Why go Digital
    10. 10. tamra-c2.com Why go Digital •Digital marketing is the marketing of the future •The world is more connected online than ever before •Digital marketing methods allow small businesses to reach out like never before and empower them to interact with the audiences they want to argot but were previously unsure how to approach •Start ups that have yet to establish a solid reputation within their industry or attract a loyal customer base may find that taking an online approach is especially helpful •Competition, coupled with the recent economic recession, has made marketing strategies more vital than ever before •Social media opens you and your brand up to feedback and potentially criticism •Digital marketing gives the control back to the consumer. Digital media is so pervasive that consumers have access to information any time and any place they want it. •Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know. •Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not j just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. •Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze •marketing campaigns and understand what is working and what isn’t – typically in real time •Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. •Digital marketing can be simply understood as marketing that makes use of electronic devices such as computers, tablets, smartphones, cell •phones, digital billboards, and game consoles to engage with consumers and other business partners. •People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences. Digital marketing acts as a catalyst here •Proliferation of digital channels. Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces – and they interact with those devices in different ways and for different purposes. •More Juice for the Squeeze. With diminished outbound marketing budgets, companies will shift focus toward increasing revenue from current •customers, either through more frequent purchases, or larger ones. Email marketing is the perfect vehicle for communicating with customers •and incentivizing additional purchases.
    11. 11. tamra-c2.com Why go Digital A: Because your customers are here! customer brand
    12. 12. tamra-c2.com Why go Digital: Case Studies Case
    13. 13. tamra-c2.com Why go Digital: Case Studies Hippo • Leveraged Twitter for inventory tracking • The effectiveness of replenishing stocks created a rage and this buzz increased the sales by 76 percent.
    14. 14. tamra-c2.com Why go Digital: Stats and Interesting numbers Stats and interesting numbers
    15. 15. tamra-c2.com Why go Digital: Stats and Interesting numbers % of time spent in Media vs. % of Advertising Spending (2013)
    16. 16. tamra-c2.com Why go Digital: Stats and Interesting numbers • Mobile ad grew by 81 % this year • Ad spend for Print media in MENA region has 71% share – Huge imbalance • Digital ads grabbed share of print media, and not TV
    17. 17. tamra-c2.com Why go Digital: Stats and Interesting numbers Internet penetration Consumer behavior MENA
    18. 18. tamra-c2.com Why go Digital: Stats and Interesting numbers • 60% of Middle Eastern marketers increased digital investment this year • Brand in MENA spends from 2% to 40% of total ad spend in digital • Around 50% of Big brands in MENA want to increase Digital spend, but LACK OF KNOWLEDGE is holding them back 80% of smart phone users In Egypt buy at least ONCE A MONTH from their device MENA
    19. 19. tamra-c2.com Why go Digital: Stats and Interesting numbers Guess number of visitors from UAE? thousand3 million 2 million 12
    20. 20. tamra-c2.com Why go Digital: What can we do
    21. 21. tamra-c2.com Why go Digital: What can we do BANNER ADS
    22. 22. tamra-c2.com Why go Digital: What can we do Retargeting Landing page Google Adwords Behavioral Targeting
    23. 23. tamra-c2.com Why go Digital: What can we do We will use scientific approach to decide on the platform and validate with numbers. which most of the brands have less knowledge about Give us a clear cut objective
    24. 24. tamra-c2.com Why go Digital: What can we do • Porsche Dubai - 5400 • Porsche Abu Dhabi – 1000 • Porsche Panamera – 1000 • Porsche Cayenne – 1600 • Porsche 911 - 480
    25. 25. tamra-c2.com Why go Digital: Why are we better
    26. 26. tamra-c2.com Shifting value away from size towards the audience Why go Digital: Why are we better Focus on small but growing websites Research and Insights tool • Usually digital budget is invested in websites that are popular • There is a need to shift the conversation to relevant websites • Small is beautiful. And effective • Maintain relationship with niche websites and focus on long term • We have the best tool with us for audience targeting and competitive intelligence
    27. 27. tamra-c2.com Summary •Simply, its just reaching and engaging customers through Digital medium •Not a “herd mentality” attitude •Why Digital? Because your customers are there and results can be quantified. •Stats in favour of integrating Digital in marketing plan •Our major strength is to focus on audience centric rather than large size-centric websites SUMMARY
    28. 28. tamra-c2.com

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