1
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.
?
@ALGHADOUNI
@ALGHADOUNI
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
@ALGHADOUNI
Inbound Marketing Components
Inbound Marketing
@ALGHADOUNI
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
@ALGHADOUNI
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
38
Purpose and goals of the session
39
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
40
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
41
Agenda
42
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
43
Collecting data
• Google Analytics• Flurry • MixPanel• Intercom• ChartBeat• TypeForm
44
Google Analytics
45
Flurry
46
Twitter Fabric
47
MixPanel
48
Intercom
49
ChartBeat
50
Typeform
51
How to make use of these tools?
52
53
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
54
Let’s try it out
• What do you think the most important metric for:• Facebook• Whatsaap• Slack• AirBnB• Southwest Airlines
55
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• …..
56
Why Vanity metrics are dangerous
• Very easy to collect• Makes you feel empowered• They’re just a part of the big picture
57
How to find your one metric that matters• Solare restaurant case study
58
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
59
Let’s try it out
60
How to use data to fix problems
61
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,
62
63
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
64
Unknown unknowns case study • Circle of Moms
65
Funnels
66
67
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
68
Different funnel frameworks
69
Dave McClure – Pirates Metrics AARRR
70
Eric Ries Engine of growth Funnel
71
Sean Ellis startup pyramid
72
73
Let’s crate a funnel together
74
Fixing your funnel
• Wine Express Case Study • Chubble Case Study • PayPal Case Study
75
Wine Express Case Study
76
Wine Express Case Study
77
Summary
• Choose one metric that matters• Derive your funnel from that metric• Measure your funnel, fix, experiment, Update, Measure
…
78
Recommended
