How Digital Adverising can generate real time leads and sales for businesses. Case Study: Ufone Uth Pack Virtual franchise #Salescon14 #TEC Pakistan's E-Commerce and Online Statistics #Strategic Alliancez
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
13. “
20K SALE LEADS
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
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%
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
Integration with ATL/BTL
Monitor, Audit, Optimize
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
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
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