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

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Marketing SessionAbdullah Alghandoni

Mutaz Ghuni

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 Abdullahalghadouni.com to know more

@ALGHADOUNI

Everyday in MENA

@ALGHADOUNI

@ALGHADOUNI

Users online

@ALGHADOUNI

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

• 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

STC42%

MOBILY39%

ZAIN17%

VIRGIN2%

LEBARA1%

M.ShareSTCMOBILYZAINVIRGINLEBARA

WHEN DO PEOPLE IN SAUDI ARABIA USE MOBILE?

Companies vs. Consumers

Balance of Power

The Breakuphttp://www.youtube.com/watch?v=DkOHsjZKBB0

@ALGHADOUNI

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.

?

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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 SpecificM MeasurableA AttainableR RelevantT Time Based

• Search Optimisation• Search Marketing• Email Marketing• Digital Display Advertising• Social Media Marketing• Mobile Marketing• Analytics

ToolsDigital channels can be grouped under the following headings:

ARE YOU INTEGRATED ? All should lead to one thing

MY BRAND

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Inbound Marketing Components

Inbound Marketing

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INBOUND MARKETING

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

@ALGHADOUNI

Persona examplesCreate 2-3 personas for your target market.DemographicsPsychographicsBehavioristic

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

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KNOW MORE AND VALIDATE

@ALGHADOUNI

KNOW MORE AND VALIDATE

Don’t get dragged by high level info or rumors like facebook is dead!

Research : GO DEEPER & VALIDATE

• 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

• 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 PlanningWhat are the implications for marketing departments and their campaign planning?

• CPC• CTR• CPM• CPI• CPL• CPI• CPR• CPRP• CPD• CPVV

Terminologies : house keeping

• CPE

Concepts: Positioning

30% of users click here and on the right

(Paid listings)

70% of users click here (Organic listings)

THERE IS ALWAYS A TRAILThis is the real power you have

Search

BuyClick

Register

Search for “a lipstick” Click on ad

campaignSign up/Install

AppsOrder/Request

Samples

Location, Interest, Age

Specific RequirementUrgencyBudget

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?

• 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

performance in terms of lower cost per click, and higher quality score from Google.

Campaign Process: Setup

ADAd 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

ADGROU

P

ADGROU

P

AD AD AD AD AD

CAMPAIGN SET UPEXAMPLE VIEW

Campaign subtypes include:•Standard•All features•Marketing objectives

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

• 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

Leaderboard 728 x 90

Half Banner 468 x 60

MPU 300 x 250 Island 180 x 150

WideSkysraper160 x 600

Skyscraper120 x 600

Ads: Industry Standard

IAB

• 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

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

mobile ADS best practice

Q&A

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Purpose and goals of the session

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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

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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

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Agenda

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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

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Collecting data

• Google Analytics• Flurry • MixPanel• Intercom• ChartBeat• TypeForm

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Google Analytics

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Flurry

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Twitter Fabric

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MixPanel

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Intercom

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ChartBeat

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Typeform

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How to make use of these tools?

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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

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Let’s try it out

• What do you think the most important metric for:• Facebook• Whatsaap• Slack• AirBnB• Southwest Airlines

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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• …..

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Why Vanity metrics are dangerous

• Very easy to collect• Makes you feel empowered• They’re just a part of the big picture

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

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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

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Let’s try it out

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How to use data to fix problems

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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,

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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

FactsThey might be wrong, need to be checked

QuestionsAnswered by reports

IntuitionsTry to quantify and

validate

ExplorationUnfair advantages and

special insights

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Unknown unknowns case study • Circle of Moms

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Funnels

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Why do we need a funnel

• 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

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Different funnel frameworks

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Dave McClure – Pirates Metrics AARRR

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Eric Ries Engine of growth Funnel

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Sean Ellis startup pyramid

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Let’s crate a funnel together

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Fixing your funnel

• Wine Express Case Study • Chubble Case Study • PayPal Case Study

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Wine Express Case Study

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Wine Express Case Study

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Summary

• Choose one metric that matters• Derive your funnel from that metric• Measure your funnel, fix, experiment, Update, Measure

…

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That was fun!Mutaz GhuniMutaz@hashpay.co0597170004