DIGITAL ADVERTISING: GENERATING LEADS & SALES

WHYADVERTISE?

ADVERTISINGBUDGET?

ADVERTISEWHERE?

WHO WILLHELP ME ADVERTISE?

WHAT WILLTHEY GIVE ME?

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

ARE WE READY?

LET’S GO?

WHATHAPPENS IN THE

REALWORLD?

Half the money I spend on advertising is wasted; the trouble is I don't know which half. - John Wanamaker

“ “

WHAT ISDIGITALADVERTISING?

PERCEPTION

- Hashim Sheikh Chief Marketing Officer Qubee Pakistan

Though I am a big believer of Online advertising in the ISP business, but I never believed that an online cam-

paign 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.

“ “

DIGITALADVERTISING?

Never Goes Wasted

Miles ahead

Generates leads

Measurable

Optimized

Lower Cost of Acquisition

Provides ACTUAL SALES

Sources: US Census Bureau, InternetWorldStats, Facebook, ITU

TOTAL POPULATION

INTERNET USERS

ACTIVE MOBILE SUBSCRIPTIONS

INTERNET PENETRATION

URBAN

MOBILE SUBSCRIPTION PENETRATION

193,238,868

19,800,000

11,400,000

129,583,076

ACTIVE FACEBOOK USERS FACEBOOK PENETRATION

RURAL

36%

67%

64%

10%

6%

PAKISTANSNAPSHOT

Sources: US Census Bureau, InternetWorldStats, Facebook, ITU

NUMBER OF ACTIVE MOBILE

BROADBAND SUBSCRIPTIONS

MOBILE BROADBAND SUBSCRIPTIONS AS A PERCENTAGE OF THE

TOTAL POPULATION

ACTIVE SOCIAL MEDIA USERS ACCESSING SOCIAL MEDIA ON A

MOBILE DEVICE

PENETRATION OF MOBILE SOCIAL AS A

PERCENTAGE OF THE TOTAL POPULATION

# #

580K 0.3% 7.6M 3.9%

PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS

THAT ARE PRE-PAID

PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS

THAT ARE POST-PAID

97% 3%

MOBILESTATISTICS

GLOBALE-COMMERCEUS: 14% EU: 18% GROWTH 550%

IN PAKISTANCOD: 92%

E-MARKETER FORRESTER RESEARCH

WHATHAS CHANGED FROM

THEN TO NOW?

DON’T CLOSE THE SALE“ “

Instead, think of the sale as the beginning of proactive, value-based relationship development.

THENMESSAGE

STATICCALL TO ACTIONRESPONSIVE

NOW/

THENEXPOSURE

MODELENGAGEMENT MODEL

NOW/

AWARENESS DISPLAY ADS

INTEREST

MARKETING

SALES

INTENT

EVALUATION

PURCHASE

}}

}}MARKETING

SALES

CONSIDERATION SOCIAL

PAID SEARCHEMAIL

ORGANIC SEARCHREFERRAL

DIRECT PURCHASE

DISPLAY ADS

SOCIAL

PAID SEARCHEMAIL

ORGANIC SEARCHREFERRAL

DIRECT PURCHASE

DISPLAY ADS

SOCIAL

PAID SEARCHEMAIL

ORGANIC SEARCHREFERRAL

DIRECT PURCHASE

THEN NOW

CONSUMER JOURNEYTO PURCHASE - ONLINE

4. Purchase immediacy is key

Over half of consumers want to make a purchase within an hour of conducting research on their smartphone.

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.

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.

5. Mobile in�uences 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.

CONSUMER JOURNEYON MOBILE

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1:36

0:48 0:54 0:51

1:09

0:38

1:22

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1:01 1:08 1:03

1:08 1:14

1:25

1:03 Mobile

App Time

Mobile Web Time

hours per week

7.3

hours per week

8

Consumers spend more than 15 hours per week on mobile research

TIMESPENT

ACTUALCHECKLIST

Understanding the Business Vertical

Know your Product

Know the Target Market

Devise a Content Strategy

Land Somewhere - Assets

Plan a media rollout

KPIs

GENERATINGLEADS& SALES

A CASE STUDY:

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

Campaign Brief

Exposure

Engagement

Acquisition

Phase 2

Phase 3

Phase 1

STRATEGY

STRATEGY

EXPOSURE• Maximize ROI on digital by effective content management and targeted advertising• Integrate all digital assets to ensure seamless service provision

PHASE 1

ASSETS/PLATFORMS

RICH MEDIA ADS

RICH MEDIA ADS

RICH MEDIA ADS

STRATEGY

ENGAGMENTPHASE 2

• Creating content related to PoI of target audience• Mobilizing fans through polls, competition & rewards• Partnering with fans in content creation

CONTENT - POI

STRATEGY

ACQUISITIONPHASE 3

• Incentivize sim card bookings & catalyze sales• Enable digital activation of Uth Pack offers• Amplify engagement from fan to user level

BOOK MY NUMBER

LEADS / SALE GENERATEDFACEBOOK

SIM CARDS BOOKED

WEBSITEDIRECT PUBLISHERS

29K+Highest number of SIMs Booked in 24 hours

1.2K+

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©

1 NEWSPAPER AD = 1-6 months of DIGITAL ADVERTISING

1 DAY OF TVCs = 6-12 months of DIGITAL ADVERTISING

COST OF ACQUISITION

““

THANK YOU!