Pakistan’s Digital Landscape
Internet users in Pakistan (Jan 2020)
There were 76.38 million internet users in Pakistan in January 2020.
The number of internet users in Pakistan increased by 11 million (+17%) between
2019 and 2020.
Internet penetration in Pakistan stood at 35% in January 2020.
Social media users in Pakistan
There were 37.00 million social media users in Pakistan in January 2020.
The number of social media users in Pakistan increased by 2.4 million (+7.0%)
between April 2019 and January 2020.
Social media penetration in Pakistan stood at 17% in January 2020.
Mobile connections in Pakistan
There were 164.9 million mobile connections in Pakistan in January 2020.
The number of mobile connections in Pakistan increased by 9.6 million (+6.2%)
between January 2019 and January 2020.
The number of mobile connections in Pakistan in January 2020 was equivalent
to 75% of the total population.
Define Digital Marketing
Digital Marketing Channels
Web
Email
Databases
Mobile / wireless
Digital TV
Blogs
Feeds
Video / Podcasts
Social Networking
Paper &
Pen
Communication
Brand
Power
Face to
Face
Brand Power
Brand Power
Paper &
Pen
Digital Marketing
Communication
Brand
Power
Face to
Face
Marketing has changed.........
for good!
Benefits of Digital Marketing
What is it? From this....
Digital Eco System
How to Build a Digital Eco System
Kan khajura tesan
Mobile Marketing Case Study
Running since last 5 years
KAN KHAJURA TESAN (HINDUSTAN
UNILEVER SUCCESS STORY)
Consumers in Key regions of Rural India lacked
access to TV and uninterrupted electricity
2
2
KAN KHAJURA TESAN (HINDUSTAN
UNILEVER SUCCESS STORY)
Unilever wanted to increase the share of voice
for selected Unilever brands in these media
dark areas, Traditional media only reached
20% of these areas
2
3
KAN KHAJURA TESAN (HINDUSTAN
UNILEVER SUCCESS STORY)
Unilever realized that 86% of its target
audience owned a mobile phone which was
300% more than people who owned a TV set
2
4
KAN KHAJURA TESAN (HINDUSTAN
UNILEVER SUCCESS STORY)
This audience used mobile as primary source
of their entertainment but also wanted to
preserve their mobile balance
2
5
KAN KHAJURA TESAN (HINDUSTAN
UNILEVER SUCCESS STORY)
Unilever created its own media channel for
mobile called Kan Khajura Tesan
2
6
KAN KHAJURA TESAN (HINDUSTAN
UNILEVER SUCCESS STORY)
2
7
The Channel offered
Jokes
Music
Bollywood Content
All Interspersed with advertisements
for selected Unilever brands
2
8
IMPACT OF KAN KHAJURA TESAN
35 MILLION
SUBSCRIBERS
ACROSS INDIA!
465 MILLION AD
IMPRESSIONS FOR
UNILEVER
CLUTTER FREE
MEDIA FOR
UNILEVER
BRANDS
2
9
In the first 6 months
Pond’s White
Beauty gained
56% SOV
Close Up gained
39% SOV
Wheel gained 20%
SOV
3
0
Social Media
Digital Marketing Mix
E-Business
E-Marketing
Communications Tools
Product
1.
Search Marketing
Partnerships
2.
Online PR
Price
6.
Tracking & Analytics
Place
COMPANY
WEBSITE
5.
Permission Based
Email Marketing
Promotion
3.
Online Partnerships
4.
Viral Marketing
Measurement
Eyes and
Ears
Processes
Level of
Intensity
Four Key Stages of Customer Relationship by Level
of Intensity
Intensity
Awareness
Exploration
Commitment
Stages of Customer Relationships
Dissolution
Internet Marketing Mix
Branding
Product
Pricing
Communication
Community
Distribution
Critical Success Factors for the Digital World
Customer Advocacy and Insight
Integration
Balanced Thinking
Passion and
Entrepreneurial Spirit
Willingness to Accept
Risk and Ambiguity
Social Media Marketing &
Effective Integration
Marketing Strategy for ROI
What do your
customers need?
Research
What are the
calculated results
of your efforts?
Metrics
Positioning
How are you
unique?
Marketing
Strategy
Direct mail,
Advertising,
traditional PR, etc.
CONVERGENCE
Offline
Execution
Online
Execution
Website, SEO,
social media,
blogging, etc.
Marketing Rules Have Changed
It Was
It Is
Pushing message to client
One way message
Business generated content
Interrupt client-direct immediate
action
Hard to measure results
Guarding information
Pulling client to the message
Interactive conversation
User generated content xxx
Engage, build relationship xxx
Real time metrics
Sharing information
Changes in the Marketplace
People use technologies to get things that they need from each
other, rather than from institutions.
Economy…looking for efficiencies
Globalization…leads to interdependence
Conversations…generate exposure, sales
Competition…becomes collaboration
Developing a
Social Media Strategy
How Can Social Media Be Used
Marketing and attracting new customers
Public relations (brand recognition, crisis management, engaging
with journalists)
Creating customer relationships
Ongoing customer service
Market Research and Listening tool
Integration with offline networking efforts
Scared of Social Media?
Myth
Reality
Criticism will damage our brand
xxxxxxxxxxxxxxxx
We'll lose control of our message
xxxxx xxxxxxxx
Scared of giving away corporate
secrets
Social media is really cheap, or free
Thank them for letting you know
what to change
They are already talking about you message control is an illusion
Create a social media policy
Social media requires time and
knowledge. Integrate it into your
marketing strategy
Social Media Strategy - Tool
Evaluate
Express
Engage
Explore
Explore
Engage
Express
Evaluate
Why
• Our message needs to be customised according to the
needs & wants of our audience.
What
• Analyze what has already been said about this
“campaign” across the digital sphere.
When
How
• Start before the campaign launch.
• Through Monitoring tool & manual analysis.
• Facebook, twitter, youtube & the local blogs, forums & SMS
groups.
Where
Explore
Why
•
Engage
Express
Evaluate
To build relationship
• Focus on different type of content which can get
the attention of the TA.
What
When
How
Where
• As soon as Facebook platform is ready
• Activities, applications & testimonials
• Facebook
Explore
Why
What
When
How
Where
Engage
Express
Evaluate
• To increase the intimacy with the participants
• Care for family nutrition
• Ongoing
• Empowering fans with rewards and make them stars.
• Giving back, reciprocate, and recognize notable contributions from participants
• Consistently create, contribute, and reinforce value!
• Facebook
Explore
Why
What
When
How
Where
Engage
Express
Evaluate
• To find out how successful we are in our efforts.
• KPIs needs to be device i.e. Number of website visits, time on site, number of fans,
their engagement level.
• Weekly/Monthly/Quarterly
• Facebook insights & monitoring tool.
• Through internet, concall & in person meetingJ
ONE MORE BASIC STRATEGY
EXCITE
• Paid
RECRUIT
• Owned
ENGAGE
• Owned/Social
ENDORSE
• Social
RETAIN
• Owned
EXCITE
Paid: ATL, In-store, Activation, Outdoor, Digital
RECRUIT
Website, Mobile Platform, Mobile Application
ENGAGE
Content that matters, Activities made for consumers
ENDORSE
Social Platforms where consumer can share their stories related to
Your brand. Earned Media Amplification on Social Media, Blogs and Forums
RETAIN
Keep in constant touch with your consumer through always on strategy.
Emails, Newsletters, Coupons, Discounts, Loyalty Programs
DIGITAL WILL PLAY AN IMPORTANT ROLE IN EACH STEP OF CONSUMER JOURNEY
Excite
Recruit
Engage
Retain
Engage &
Endorse
Class Assignment
There once was a time when “food delivery” was specific to just Chinese,
burgers or pizza. That time has long passed.
These days, consumers can order any food for delivery. And with services like
Food Panda, Careem Now, Eat Mubarak etc entering the fray, the competition
is fierce. Even well-established brands, like Pizza Hut, Dominos, etc. are
struggling to stay top of mind when customers are considering their mealtime options.
“Consideration” is precisely the need of the hour. Use the social media funnel
and For E Social Media Strategy – to help Pizza Hut locations outwit and
outlast, the competition, all while driving direct response to cover the cost of
advertising – and the ROI.
The basic need and want of the hour is to increase revenue, orders and leads.
Thank You!