WHAT’S ON THE AGENDA?
1. A QUICK SNAPSHOT OF DIGITAL TRENDS IN MENA
2. STORYTELLING AND NUMBERS
3. A LOOK AT SOME CASE STUDIES
Source: GfK EMEA country profile study, United Arab Emirates, December 2015
How and where people spend their time online
80%of smartphone users in the UAE will take action right away when their interests or passions are sparked.
Data Source: Digital Trends: UAE's Connected Consumer Survey, 2015
Be a relevant brand on mobile
75%of consumers considered purchasing brands they would not normally consider because of relevant information available on their smartphone on the moment.
84%of people under the age of 25 in Saudi Arabia researched a recent purchase using a smartphone.
In the UAE, of internet users watch online videos once a week or more on a smartphone.
High consumption of online videos
In MENA, these numbers are much higher:
KSA has the highest per capita YouTube users in the world
Data Source: Digital Trends: UAE's Connected Consumer Survey, 2015
75% 83% of KSA residents watch a video online at least once a week,
79%as do of UAE residents.
But attention span is low = value is delivered early
Source: Nielsen Analysis of 173 FB video campaigns with Nielsen Brand Effect Studies, 2015
We have 4 global audiences, let’s take a look at their purchase journeys
Millennials 82% of under 35s in Saudi and 59% in the UAE researched their last purchase on a smartphone.
Mobile is crucial to research and purchase decisions
Data Source: Google’s Consumer Barometer in MENA, Dec 2015
Digital Moms 22% of Digital Moms in both Saudi and the UAE prepared for a purchase using their smartphones.
Brand Advocates 36% in the UAE and 40% in Saudi comment on or like posts and blog contributions
How-To-VideoUsers 83% of KSA residents watch a video online at least once a week, as do 79% of UAE residents.
MENA consumers rely more on brands’ digital messages than ever before to guide them through a purchase journey
91% of online
consumers in the UAE have taken actions after seeing a message (an online ad, video, website content) from a brand that is relevant to them.
When smartphone users in UAE take action?
Data Source: Digital Trends: UAE's Connected Consumer Survey
80% When my interests or their passions are sparked
35% When a new task arises (e.g. home repair)
34% When an unexpected problem arises (e.g. flat tyre)
61% When I want more information on a brand or products
52% When I need to buy something
The mobile ads remain strong but there is a shift happening
consumers in MENA users ad-blockers. Globally 200 million mobile users ad block apps. People block ads because advertising has become more annoying and less tolerable.
Users don't want to see ads...
1/5
People are willing to pay for quality content
“Great storytelling, is what makes something really global.”Ted Sarandos, Chief Content Officer, Netflix
Shift from selling to storytelling
10 CrosbyBrand: Derek Lam
SnowbirdBrand: Kenzo
Tribeca Film Festival – X Prize
Users are looking for more useful content
Searches related to “how-to” on YouTube are growing 70% year over year, with more than 100M hours of how-to content watched.
70%
From ads to useful content
L'Oréal Paris In-Stream Ads: How To Pin Straight-Hair
Clinique: 3-Step Daily Facial Cleansing System | Skin Care Tutorial
Why storytelling ?
100,500digital words are consumed by the average people every
day
Keep it short (and have a great title to grab reader's attention)
92%of consumers want brands to make ads that feel like
a story
Deliver content that is linear and express a clear narrative
60 Xfaster rate at which the brain
process images in comparisons to words
Show. Don't tell. Use image for more compelling content.
Source : New York Times, Your Brain on Fiction
Using surveys to gather data and deliver insights to share high-quality and relevant content
RESULTSOnce the pest control infographic was
shared through the multiple channels,
the MoveSouq.com site saw a spike in
traffic with 10,000 additional visitors
to the site, while the “Love it or Hate it”
infographic raked in another 10,000 in
a month! Promotion of the infographic
teasers on Facebook also experienced
120,000 and 70,000 impressions,
respectively.
Why digital media investment is important
WHAT MANY NEW WEBSITE OWNERS THINK
Even minimum investment helps scale your business faster. It’s how your
consumers discover you.
We are new, so we don't have enough budget to run digital ads. We are not
sure if they work for me.
REALITY
Digital ads activities answer crucial business questions
• Who are my real customers?• What products do they love?• Which digital channel should I invest in the most?• What is the best way to approach my customers?
Running digital campaigns answer all these questions. If you execute them properly.
How to get the most from your digital investment? (1/2)
What most people do…
Plan Execute Execute Execute
What we do…
Clarify the reasons why we run ads
Planning based on the purpose
Execute
Optimize while the campaigns are running
Focus on learning, What works and what does not
Implement optimizations, always
How to get the most from your digital investment? (2/2)
1 2 3
4 5 6
What you need to know when you run your digital activities
• Be flexible. Don't stick to the initial plan. Change your plan and budget allocation according to the results.
• Take action as soon as you can. Optimize constantly. Don’t wait.
• Branding • eCommerce• mCommerce• Performance Marketing• Social Media Management• Blogger Outreach and• Content Marketing
What we did
+20%Growth month on
month
780%Sales revenue increase
in 6 months
170%CVR Improvement in 6
months
What we have achieved
Data source: TBF 2015 Summary and Next Steps Deck - December 2015
TBF’s Revenue & CVR Trend
Our growth path
Data source: TBF 2015 Summary and Next Steps Deck - December 2015
The website was launched.
Our strategies for Facebook campaigns
Acquire Enough DataStart with mix campaigns of awareness and traffic acquisition campaigns
Shift To Sales FocusOnce we have enough traffic, then expand to conversion campaigns.
Scale & EfficiencyRun existing campaigns more efficiently with lower CPA and CVR.
This is where we started...
All Users(Only Women)
We insisted asking users for “purchase,” regardless their different motivation.
Hi everyone! Please buy from me now!
This is how we evolved
New UsersWomen( Category Interest )
Men Existing Customers
We know what you want now….
Promote sales and encourage users to buy.
Don’t hard sell. Use a softer approach by introducing the shop through blogs that attract and incentivize users.
Choose products depending on target audience’s age and interest.
Optimize what you want to promote in a series of ad sets
+Top Selling Products
Data
Switch to carousel format ads from single image ads
Show popular products, use research to plan success
Before, Without Data After Optimizations Based on The Data
1
2
Deliver the right message according to users’ motivations
1
2
Not ask users to buy. We would rather ask then to check out our product range.
Use CTA that is appropriate with your messaging
Use different creatives for new users on Facebook
Next 5 Days
Change new user’s motivation by sequence ads
First 4 Days Last 5 Days
Introduce TBF blog Introduce what TBF offers Introduce the promotion
Use data, cut it to plan your way forward
Men35%
Women
65%CVR
0.87%
CVR
1.41%
Who buys from us?
Start approaching men as wellWe used to target only women
Data source: TBF 2015 Summary and Next Steps Deck - December 2015
Run A/B testing; test your hypotheses
Target BOrganic Products Users
Target AHalal Users
Drove more sales!
VS
Initial product targets
Discounts boost sales, get creative on your offers without eroding your margins
Constant TransactionsLow Transactions
Transaction Trend (Non Offer vs With Offer ) 25%Increase in average order value when we give discounts
25% Off Sale PromotionsNo Promotions
Sales are better, basket sizes are bigger
Make your promotion time-bound, add the extra touch
Sales Spike On The Last Day
Facebook Paid Post
Paid Search
Sales Trend During The Promotion
Highlight “Last Day” in Facebook ads
Use Count Down Feature To Make Users Rush!
Summary of TBF Facebook campaigns
Data + Analysis + Experiments
Boost your results with the same or less budget
What we did
• Website Development• Performance Marketing• Social Media Management• Blogger Outreach and• Content Marketing
Can-Am’s growth year on year
41%CPA improvement
+20%More leads delivered
against the target
Data source: BRP Distributors Meeting Deck, 27 January 2016
Figure out which channel works best for you
Facebook Ads
96%
Leads By Channel
Facebook PPC / GDN
14.06% 0.65%
CVR Comparison
You never know what works for you until you test….
Shift budget to the best performing channels
Data source: Google Analytics, October 2015
Allocate budgets based on seasonal demand
CPA Trend
CPA is more than 3000% higher than low peak months
Know when is your right timing to invest…
Find the best ads menu to maximize your business
+481% CVR Higher
Data source: BRP Distributors Meeting Deck, 27 January 2016
Change the approach according to your audience’s behavior
Data Source : Facebook ads. 1st Aug 2015 - 24th Jan 2016.
30%English
70%Arabic
From online to offlineSome business owners need help boost their offline business as well. Digital ads can do that.
Local Awareness Ads
Planning is crucial, execution is key
Purpose-led planning Setting objectives is key, knowing your audience is holy.
Invest in content It’s not ads, it’s stories. Spark your consumers’ passion and interests.
Experiment, optimize Test, test, test and then go back to the drawing board.
Leverage on mobileBuild and create things mobile-first.
Data Source: Google The Connected Consumer in the UAE, 2015
Rise in mobile usage for millennials in KSA and UAE
2012 2015
69%
92%
KSA smartphone usage - under 25s
2012 2015
54%
90%
UAE under 25s who access the internet smartphone as often as on a computer
Source : Nielsen Global Trust in Advertising Survey Q3 2011
Trust in mobile phone ads is strongest in the Middle East/Africa
Social ads are the most found ad formats online
Source : Nielsen Global Trust in Advertising Survey Q3 2011
Reference :https://www.facebook.com/business/success/the-beauty-floorhttps://www.facebook.com/business/success/united-arab-bankhttps://www.facebook.com/business/success/can-am
Facebook introduces our successful case studies