marketing strategy workshop - what you need to market your digital project easily

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Information about marketing strategy workshop - what you need to market your digital...

Published on November 16, 2016

Author: motazg


1. Marketing Session Abdullah Alghandoni Mutaz Ghuni 1

2. Meet abdullah @alghadouni • I love TEA and COOKING. • I am ramping up the Spoilee platform ( Beauty services marketing platform), girls can book their beauty appointments from their iphones. SO CHECK IT OUT AND TELL YOUR SIS , MUMs , GIRLFRIENDS, and WIVES ;) • I have built hundreds of websites and portals for individuals and organizations since 2001. • I have led campaigns offline and online with over $ 4 M budgets in KSA and the region at one GO !. • I have launched 13 NOKIA devices campaigns in the region. • I have led the biggest classifieds platform in the region dubizzle SAUDI campaign. • I have structured different marketing practice and department strategies for TELECO, INFO TECH, and startups in SAUDI and UAE. • I have written over 20000 words in my blogs Arabic and English. • I have given more than 40 workshops for +450 marketing professionals in the region as the first ARABIC certified INBOUND marketing professional. • I am an active blogger and podcaster , check to know more @ALGHADOUNI

3. Everyday in MENA @ALGHADOUNI

4. Users online @ALGHADOUNI

5. Smartphone Penetration Rate • 71% are using internet daily on their smartphone • 80% are using mobile apps every day • 80% clicked on an mobile advert • 58% have visited a business after making a research on their mobile • 39% had made a purchase transaction via their mobile within the last month @ALGHADOUNI

6. • 51 M mobile subscriber in Saudi Arabia • Mobile Penetration in Saudi Arabia 187% • Smartphone penetration is: 73% • Prepaid makes up 85% of market CITC 2015 STC 42% MOBILY 39% ZAIN 17% VIRGIN 2% LEBARA -1% M.Share STC MOBILY ZAIN VIRGIN LEBARA


8. Companies vs. Consumers Balance of Power

9. The Breakup @ALGHADOUNI

10. Pull and Push Strategies Provider Media Consumer Provider Media Consumer ? Strategy Demand Demand ? Strategy Pull marketing focusses on creating content and pushing it out there to get as much reach as possible. Push marketing involves creating searchable content that consumers find that attracts them to you. ? @ALGHADOUNI

11. MARKETING OBJECTIVES Example: There are 20,000 searches in KSA،per month, about makeup. There is high competition for most of the search terms. With aggressive search marketing and a very strong sales focused website, we estimate to generate 50 qualified sales leads or more per month by Dec. 2016. S Specific M Measurable A Attainable R Relevant T Time Based @ALGHADOUNI

12. • Search Optimisation • Search Marketing • Email Marketing • Digital Display Advertising • Social Media Marketing • Mobile Marketing • Analytics Tools Digital channels can be grouped under the following headings:

13. ARE YOU INTEGRATED ? All should lead to one thing MY BRAND @ALGHADOUNI

14. Inbound Marketing Components

15. Inbound Marketing


17. AUDIENCE FALLACIES “There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions, it rarely moves anyone.” — Fairfax M. Cone, 1952 Founder, Foote, Cone & Belding Advertising We target youth 18-38 all over Saudi Arabia. We target women We target mums We target children! We target expats We target premium buyers! We are only looking for mid to high class We target low income @ALGHADOUNI

18. Persona examples Create 2-3 personas for your target market. Demographics Psychographics Behavioristic Demographics — Age Gender Race/ethnicity Income Education Family Status Geography — Residence location Work location Place of origin Choice of recreation area Usage/Behavior — Frequent/Infrequent Subscriber/single ticket Plan-ahead/impulse Stated Intentions — Plan to come more, less, the same Will/will not renew Attitude/Belief/Opinion — Likes/Dislikes Preferences Values @ALGHADOUNI


20. KNOW MORE AND VALIDATE Don’t get dragged by high level info or rumors like facebook is dead!@ALGHADOUNI

21. Research : GO DEEPER & VALIDATE

22. • Blindness : “ad-blocking software will lead to nearly $22 billion in lost advertising revenue this year – representing a 41% rise from 2014” A report published by Adobe in 2015. • Low interaction rate as typical CTR average is %0.1-1.00% in most campaigns in mature markets. • Good tool for visual branding. Challenges and opportunities

23. • Structure: Start small and get better • Budget: Start small and invest based on success • Calendar: Organic with no end point • Personnel: New work so new skills required • Beyond Marketing: We are all in marketing now Changes in Planning What are the implications for marketing departments and their campaign planning?

24. • CPC • CTR • CPM • CPI • CPL • CPI • CPR • CPRP • CPD • CPVV Terminologies : house keeping • CPE

25. Concepts: Positioning 30% of users click here andon the right (Paidlistings) 70% of users click here (Organic listings)

26. THERE IS ALWAYS A TRAIL This is thereal power you have Search Buy Click Register Search for“alipstick” Click on ad campaign Sign up/Install Apps Order/Request Samples Location, Interest, Age Specific Requirement Urgency Budget

27. What are my biz topics? Important question to answer: 1- Why are we doing this ? 2- What business am I in ? 3- What level of competition? $- What are the opportunities? 5- What are the limitations? 6- what are the trends and behaviors of my TA?

28. • Account Structure: understand that a Google Account structure is built on Campaigns, Ad Groups and Ads. • Advantages of good Ad Group Organisation: simplified management, optimisation and reporting, improved performancein terms of lower cost per click, and higher quality score from Google. Campaign Process: Setup AD Ad Groups contains their own keywords and ads. CPC set for individual keywords AD GROUP (Max 20,000 per Campaign) Group Ads for quality and/or subject Configure CPC for Groups CAMPAIGN (Max 10,000) Configure language, geographic targeting and budget. Campaigns contains multiple ad Groups Campaign GOOGLE ADWORDS AD GROUP AD GROUP AD AD AD AD AD

29. CAMPAIGN SET UP EXAMPLE VIEW Campaign subtypes include: •Standard •All features •Marketing objectives

30. Ad groups concepts Ad group :desserts Ad group: beverages Ad group: snacks cupcakes soda potato chips pumpkin pies coffee pita chips apple pie iced coffee beef jerky chocolate cake iced tea salted peanuts ice cream sparkling water mixed nuts cookies orange juice rice crackers

31. • Highlight what makes you unique • Include prices, promotions, and exclusives • Empower customers to take action • Include at least one of your keywords • Match your ad to your landing page • Appeal to customers on mobile • Experiment • Check for common ad text mistakes TEXT ADS best practice 25 characters for the headline. 70 characters of ad text. 35 characters for the Display URL. Google adwords

32. Leaderboard 728 x 90 Half Banner 468 x 60 MPU 300 x 250 Island 180 x 150 Wide Skysraper 160 x 600 Skyscraper 120 x 600 Ads: Industry Standard IAB

33. • 1. Have a clear CTA • 2. Have a great hero image • 3. Have great branding • 4. Company logo • 5. Include a promotion • 6. Include a sense of urgency • 7. Include a headline • 8. Match your landing page to your ad • 9. Size correctly • 10. Always be testing Static display ADS best practice Marketo

34. Video ADS best practice 1. Define your audience before creating your video. 2. Get to the point. 3. Keep it short. 4. Create an obvious storyline. 5. Test different video components. 6. Capitalize on blockbuster concepts. Marketo

35. mobile ADS best practice

36. Q&A

37. Purpose and goals of the session 38

38. Purpose and goals of the session • Understand metrics, how to measure them and how to use them • Practical techniques you can use to not get lost in metrics • Identify your one metric that matters and drive goals from it • Focus on the right metrics for your business 39

39. Mutaz Ghuni • Mutaz Ghuni • Founding team in E-CommerceSea, launched Vanilla eShop (one of the fist online shops in Saudi), the now make more than a million SAR in monthly revenues • Founding team in Feelit, launched an app called Chubble in San Francisco, Chubble was number 2 in product hunt upon release, reached number 1 in the app store in 2 countries and top 10 in 8 countries. • Co-Founder of #Pay, released 4 months ago, handled more than 10m SAR in revenues and served more than 7000 unique customers 40

40. Agenda 41

41. Agenda • Choosing the right metrics for your startups (the one metric that matters) • Creating the digital marketing funnel • Choosing the right metrics for the funnel • Case study 1 • Case study 2 • Applying some of the concepts on your startups 42

42. Collecting data • Google Analytics • Flurry • MixPanel • Intercom • ChartBeat • TypeForm 43

43. Google Analytics 44

44. Flurry 45

45. Twitter Fabric 46

46. MixPanel 47

47. Intercom 48

48. ChartBeat 49

49. Typeform 50

50. How to make use of these tools? 51

51. 52

52. Choosing the one metric that matters • Why? • Answers the most important questions you have • Forces you to have very clear goals • Focuses the entire company on one very clear goal • Inspire a culture of experimentation 53

53. Let’s try it out • What do you think the most important metric for: • Facebook • Whatsaap • Slack • AirBnB • Southwest Airlines 54

54. Vanity metrics • Common vanity metrics: • Number of hits • Number of page views • Number of visits • Number of unique visitors • Number of followers / friends / likes • Time on site / pages browsed • Number of emails registered • Number of downloads • ….. 55

55. Why Vanity metrics are dangerous • Very easy to collect • Makes you feel empowered • They’re just a part of the big picture 56

56. How to find your one metric that matters • Solare restaurant case study 57

57. One Metric that matters is: • Simple : Single number • Immediate : You can generate every night • Actionable : Change staffing, Upsell, Reduce costs • Comparable : You can track it over time • Fundamental : Reflects the basics of your business 58

58. Let’s try it out 59

59. How to use data to fix problems 60

60. How to use data to fix problems There are known knowns; there are things we know that we know. There are known unknowns; that is to say there are things that we now know we don’t know. But there are also unknown unknowns there are things we do not know, we don’t know, 61

61. 62

62. How to use data to fix problems Things we Don’t know We Know We Don’t Know Know We Know We Don’t Know Facts They might be wrong, need to be checked Questions Answered by reports Intuitions Try to quantify and validate Exploration Unfair advantages and special insights 63

63. Unknown unknowns case study • Circle of Moms 64

64. Funnels 65

65. 66

66. Why do we need a funnel 67 • Organize your metrics in a clear concise matter • Identify which step is the weakest point and fix it • Easy to compare over time • Easy to set goals upon • Shows the areas you need to focus on

67. Different funnel frameworks 68

68. Dave McClure – Pirates Metrics AARRR 69

69. Eric Ries Engine of growth Funnel 70

70. Sean Ellis startup pyramid 71

71. 72

72. Let’s crate a funnel together 73

73. Fixing your funnel • Wine Express Case Study • Chubble Case Study • PayPal Case Study 74

74. Wine Express Case Study 75

75. Wine Express Case Study 76

76. Summary • Choose one metric that matters • Derive your funnel from that metric • Measure your funnel, fix, experiment, Update, Measure … 77

77. 78

78. That was fun! Mutaz Ghuni 0597170004 79

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