Business Proposal for Dogtas

1. 1
Digital Marketing
Proposal
A Presentation By: Media Axis

2. Digital Landscape of Pakistan
87.35 M Internet
Users
(36% increase YoY)
36.5% of Total Population
195 M
Cellular
Subscribe
rs
88% of Total
Population
Source: Wearesocial, PTA, Meta Advertising, TikTok, WhatsApp unverified numbers
120 M
Smart
Phone
Users
54% of Total
Population
50M Users
71M MAU
25M Users 15M Users 8M Users
*120 M
Users

3. TOP 10 WEBSITES & APPS (LAST 6 MONTHS TRAFFIC WISE)
Source: Wearesocial Report, similarweb.com

4. Our Target Groups
4
Premium Segment
SEC A+, A
25 Years – 50 Years

5. PERFORMANCE MARKETING

6. Paid Media Channel Selection

7. YouTube is the top online video platform with 70 Million monthly active users from
Pakistan enjoys greatest viewership. We will be maximizing our awareness through
placement targeting, affinity targeting, demographic & geographic targeting
layers.
Search & Display Campaign will use to increase the awareness & traffic on
website. Advertising will be across Google’s properties would include- Search,
Display Network & YouTube
Facebook & Instagram being the most popular and active social networking
platform will be utilized to maximize Engagement & Orders through awareness,
conversion with demographic, geographic and interest + behavioral targeting.
Email marketing can drive sales by promoting products & special discounts to
subscribers it allows to reach a specific group of customers who have already
shown an interest in Ddogtas products by subscribing to list or target abundant
cart user with special discounts
Advertising Channel Selection

8. FROM AUDIENCE TO A CUSTOMER
1 3
2
RETAIN
ATTRACT
Capture the audience by
showing ads based on
interests on selected
platform
CONVERT
Convert them into the potential
customers by showing
consideration ads and sending
them to website
RETAIN
Using Remarketing data such as
phone numbers, email
addresses, audience
engagements

9. Awareness Consideration Conversion Loyalty
Build long-term relationship with the
customer & encouraging repeat
purchases.
Strategy: Retargeting customers who
have already purchased (ex: upselling)
from our & encourage them to repeat
purchase.
Behavior: Visit websites
performs any action on
website like Add to cart &
Add to wish list
Strategy: From Intent to
Consideration target users
according to their needs and
interest
Targeting Audience: Interest
based audience
targeting prospecting
customers.
Behavior: Customer
search for information
on Google & Social
Media.
Strategy: Target core
interest/behaviors set to
ensure that the objective
reaches to the right
audience
Targeting Audience:
Interest based audience
targeting prospecting
customers.
Conversion Funnel
Behavior: Visit websites read
product details & reviews.
Strategy: Core focus on
customer who are looking for
products & categories.
Targeting Audience:
Targeting customers
according to their interest &
behavior in parallel
retargeting user who have
interacted with our page or
website
Intent
Behavior: when potential
customers are ready to make a
purchase.
Strategy: Advertise in spaces
where the TG is present
through Data layering
Targeting Audience:
Retargeting user to have any
preform any action on website
but didn’t purchased it &
lookalike of customer data to
target relevant audience.

10. Competitor Brand Keyword Searches & Traffic
Source: https://www.semrush.com/analytics/organic/competitors
According to the report, Interwood will be big threat to
ESAJEES and should be the main focus as it has the
highest search volume as well as the highest organic traffic
among all competitors
4,400
18,100
1,000
260
1,900
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Habbit interwood hoid koncept urban galleria
Serach Volume Habbit
Urban Galleria
Interwood
Hoid
Koncept

11. Bedroom furniture
1,900
Avg. monthly searches
Sofa set
500
Avg. monthly searches
Furniture set
880
Avg. monthly searches
Dinning room set
1,500
Avg. monthly searches
What people are searching for?
Source: Google Keyword planner & Google Trends

12. Increase search visibility of
our website against grocery
store, online market and
product category related
searches
Improve website search
ranking – To appear on
Google 1st Page against
category searches
Drive more qualified
leads to website & store
location
SEO
• On-Page (Keyword Optimization on website, Meta Tags &
Descriptions )
• Technical SEO (Code & non content optimization)
• Off-Page SEO (Link building, manage local listing, social
media traffic redirection)
SEM
• Paid Search Ads for Branded, furniture related products
• Dynamic search ads to target users according to searches
• Search Ad Extensions
• Location Targeted Ads
Google Search Strategy & Tactics

13. Action: Display, Dynamic Retargeting, YouTube Remarketing
Google Ads Media Strategy
Brand Awareness
Consideration
Action
Retention
Awareness: YouTube & Display
Intent: Search & Shopping
Action: Display, Dynamic Retargeting, YouTube Remarketing
Driving costumer lifetime value: All converter & customer match
audience targeting.

14. Facebook Core
Audiences
• Targeting audience based on their interests, such as specific hobbies, activities,
or products they’ve shown an interest in.
• Demographics (Age Segment to be bifurcated)
• Interests (Interests segments to be bifurcated based on products)
• Behavioral (Engaged Shopper, Newly moved, Married, Prefer high value goods)
Custom Audience
• Target people who have already interacted with your business, such as past
customers, Website visitor.
• Segmented Customer List (Brand team to share)
• Website Data
• Website Visited in last 60 days
• Page Engaged Audience
Lookalike Audience
• Targeting people who are similar to your existing customers by using custom &
Facebook data
• Website Visited in last 60 days
• Purchase in last 180 days
• Page Engaged Audience
• Customer List
• App Audience
Facebook Paid Media – Audience Details

15. Data Targeting Layers to be implemented
Complemented by
regular targeting
layers of
demographics,
geographic and life
events to restrict our
targeting to right
audiences
• User data churned
from website, our CRM
and offline media.
Existing customers will
be targeted always on
basis as they have
higher probability of
purchasing again.
First Party Data –
Custom Audiences
• A way to reach new
people who are likely
to be interested in
your business because
they are similar to your
best existing
customers. Facebook
offers this option to
create lookalike
audience by creating a
list of people who are
interested in similar
business.
Second Party Data –
Lookalike Audiences
• Showing ads of
products and related
categories people
have browsed on our
website
Dynamic Retargeting

16. Key Components:
Objective: Awareness, Consideration (Traffic,
Post Engagements,, Video Views), Conversions
(Website Conversions)
Audience Targeting:
First Party: Custom Audiences
Second Party: Lookalike & Facebook Core
Audiences based on Demographic, Interests &
Behavior
Ad Format: Image, Video, Carousel, Shop
catalogue.
Call to Actions: Order Now, Get Offer & Shop
Now, Learn More
Facebook Paid Media Strategy

17. 15 Sec
Skippable Ad
Placement Targeting:
Targeting specific YouTube Channel
Videos and Channels as whole
Affinity Targeting:
Affinity targeting involves
targeting audiences searching
for products in our category.
Demographic &
Geographic Targeting
Cities, Age, Gender
Targeting Types on YouTube
In Market Affinity
Reach users based on their
recent purchase intent
In feed Ad

18. Age: 25-50
Gender: Male & Female
Detailed demographics
Affinity segments
Media & Entertainment, Luxury Shoppers,
Home Decor Enthusiasts, Banking & Finance,
Do-It-Yourselfers,
In-market segments
Kids Bedroom Furniture,
Bedroom Furniture, Furniture Modern Furniture
In-market: Home & Garden, Beds & Bed Frames,
Kitchen & Dining Room, Kitchen & Dining Room
Chairs Life events: Purchasing a Home Soon,
Recently Renovated Home, Home Renovation
Targeting Details of YouTube

19. Competitor Advertising

20. Digital Media Plan

21. THANK YOU