Dogtas_Digital Marketing Plan.pptx
- 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
- 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
- 21. THANK YOU