How digital advertising is helping the lead generation process and creating the sales funnel. A case study on UFONE Uth Pack. Latest statistics of Pakistan's digital landscape and Consumers journey to purchase on web and mobile. This presentation was used for Key Note session at the SALESCON14 organized by TEC in Royal Palm Lahore.

1. DIGITAL ADVERTISING:
GENERATING
LEADS & SALES

2. WHY
ADVERTISE?

3. ADVERTISING
BUDGET?

4. ADVERTISE
WHERE?

5. WHO WILL
HELP ME ADVERTISE?

6. WHAT WILL
THEY GIVE ME?

7. ARE WE READY?
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

8. LET’S GO?

9. WHAT
HAPPENS IN THE
REAL
WORLD?

10. “
Half the money I spend
on advertising is wasted;
the trouble is I don't know
which half.
“
- John Wanamaker

11. WHAT IS
DIGITAL
ADVERTISING?

12. PERCEPTION

13. “
Though I am a big believer of Online
advertising in the ISP business, but I
never believed that an online campaign 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.
“
- Hashim Sheikh
Chief Marketing Officer
Qubee Pakistan

14. DIGITAL
ADVERTISING?
Never Goes Wasted
Miles ahead
Generates leads
Measurable
Optimized
Lower Cost of Acquisition
Provides ACTUAL SALES

15. PAKISTAN
SNAPSHOT
193,238,868
TOTAL POPULATION
19,800,000
INTERNET USERS
11,400,000
ACTIVE FACEBOOK USERS
36%
RURAL
URBAN
10%
INTERNET PENETRATION
6%
FACEBOOK PENETRATION
129,583,076
ACTIVE MOBILE SUBSCRIPTIONS
64%
67%
MOBILE SUBSCRIPTION PENETRATION
Sources: US Census Bureau, InternetWorldStats, Facebook, ITU

16. PERCENTAGE OF TOTAL
MOBILE SUBSCRIPTIONS
THAT ARE PRE-PAID
97%
NUMBER OF
ACTIVE MOBILE
BROADBAND
SUBSCRIPTIONS
PERCENTAGE OF TOTAL
MOBILE SUBSCRIPTIONS
THAT ARE POST-PAID
3%
MOBILE BROADBAND
SUBSCRIPTIONS AS A
PERCENTAGE OF THE
TOTAL POPULATION
#
580K
MOBILE
STATISTICS
ACTIVE SOCIAL MEDIA
USERS ACCESSING
SOCIAL MEDIA ON A
MOBILE DEVICE
PENETRATION OF
MOBILE SOCIAL AS A
PERCENTAGE OF THE
TOTAL POPULATION
#
0.3%
7.6M
Sources: US Census Bureau, InternetWorldStats, Facebook, ITU
3.9%

17. GLOBAL
E-COMMERCE
US: 14%
EU: 18%
GROWTH
550% COD: 92%
IN PAKISTAN
E-MARKETER FORRESTER RESEARCH

18. WHAT
HAS CHANGED FROM
THEN
TO NOW?

19. “
“
DON’T CLOSE
THE SALE
Instead, think of the sale
as the beginning of proactive,
value-based relationship development.

20. /
THEN
NOW
MESSAGE
STATIC
CALL TO ACTION
RESPONSIVE

21. /
THEN
NOW
EXPOSURE
MODEL
ENGAGEMENT
MODEL

22. CONSUMER JOURNEY
TO PURCHASE - ONLINE
THEN
}
}
MARKETING
SALES
NOW
AWARENESS
DISPLAY ADS
INTEREST
CONSIDERATION
INTENT
EVALUATION
PURCHASE
SOCIAL
PAID SEARCH
EMAIL
ORGANIC SEARCH
REFERRAL
DIRECT PURCHASE
}
}
MARKETING
SALES

23. CONSUMER JOURNEY
ON MOBILE
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.
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.
4. Purchase immediacy is key
Over half of consumers want to make a purchase
within an hour of conducting research on their smartphone.
5. Mobile influences 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.

24. TIME
SPENT
Consumers spend more than 15 hours
per week on mobile research
Mobile
Web Time
0:48 0:54 0:51
Monday
Tuesday
Wednesday
1:22
1:09
1:36
7.3
0:38
Thursday
1:08 1:03 1:08 1:14
Friday
hours per
week
Saturday
Sunday
1:25
1:03 1:01
Mobile
App Time
8
hours per
week
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday

25. ACTUAL
CHECKLIST
Understanding the Business Vertical
Know your Product
Know the Target Market
Devise a Content Strategy
Land Somewhere - Assets
Plan a media rollout
KPIs

26. GENERATING
LEADS
& SALES
A CASE STUDY:

27. Campaign Brief
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

28. STRATEGY
Phase 1
Exposure
Phase 2
Engagement
Phase 3
Acquisition

29. STRATEGY
PHASE 1
EXPOSURE
• Maximize ROI on digital by effective content management and targeted advertising
• Integrate all digital assets to ensure seamless service provision

30. ASSETS/PLATFORMS

31. RICH MEDIA ADS

32. RICH MEDIA ADS

33. RICH MEDIA ADS

34. STRATEGY
PHASE 2
ENGAGMENT
• Creating content related to PoI of target audience
• Mobilizing fans through polls, competition & rewards
• Partnering with fans in content creation

35. CONTENT - POI

36. STRATEGY
PHASE 3
ACQUISITION
• Incentivize sim card bookings & catalyze sales
• Enable digital activation of Uth Pack offers
• Amplify engagement from fan to user level

37. BOOK MY NUMBER

38. LEADS / SALE GENERATED
FACEBOOK
DIRECT PUBLISHERS
WEBSITE
}
}
SIM CARDS BOOKED
1.2K+ 29K+
Highest number of SIMs
Booked in 24 hours

39. ©

40. “
“
COST OF
ACQUISITION
1 NEWSPAPER AD
= 1-6 months of DIGITAL ADVERTISING
1 DAY OF TVCs
= 6-12 months of DIGITAL ADVERTISING

41. THANK YOU!