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Onlining Ma3a Ba3d Rania El Bakry Manager, Digital & Direct & Communication September 10, 2012 Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012
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Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Jan 19, 2015

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Page 1: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Onlining Ma3a Ba3d

Rania El Bakry Manager, Digital & Direct & Communication

September 10, 2012

Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012

Page 2: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

• The 3 C’s

• Pre-Digital era

• Post-Digital era

• Success is in the mix

• Capitalizing on offline success

• Small successes (jeep, ALO re-launch, Ma3a Ba3d corporate

campaign, Elissa concert)

Ma3a Ba3d, we will talk about:

• The 3 C’s of the digital world

• Pre-Digital era

• Post-Digital era

• Success is in the mix

• Capitalizing on offline success

• Sharing success

Page 3: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

C C

C onsumer

ontent

ommunication

Page 4: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

3 C’s of our digital world

There are 3 main components in our world of advertising, I call them

the 3 C’s:

• Consumer – existing or potential

• Content – the actual program, channel, website

• Communication – message a company is trying to convey

Page 5: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Consumer

• Is the reason companies are in business.

• Our aim is to appeal to the consumer, appease the consumer,

generate revenue from the consumer.

• Consumer behaviour is key to driving business. Egyptian consumer

is unique and like no other with behaviour shifting quickly

depending on many factors (seasonality, socio-political-economic

atmosphere, social differences).

• Companies must understand all shifts in consumer behaviour.

Page 6: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Content

• Content has never been more important than today.

• With the growing variety of consumer interest, content must cater to

these interest providing entertaining, informative and relevant

information to the consumer.

• Consumers are no longer obliged to take mediocre content, they

simply don’t watch and disengage.

• Role of content providers is now crucial and the consumer still calls

the shots through user generated content.

Page 7: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Communication

• It is simply what I am saying and how I am saying it.

• It must be a close match to my other 2 C’s – consumer and content

in order to be the right message, to the right consumer, offered in

the right place & time.

• Like content, my communication must be informative and

entertaining.

• Like consumer, my communication has to be dynamic and meets the

needs of consumers.

• With the many online advertising products available today,

companies have a variety of choices.

Page 8: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

3 C’s concept

Consumer

Page 9: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Consumer

Page 10: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Consumer

Page 11: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Consumer

Page 12: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

In the pre-digital era:

Before there was online

Advertising was a one-way communication

Consumer input or feedback or interaction were not a considerable factor

Company was in control

Media scene was limited and predictable with little growth

No accurate targeting

No attention to specialized content

Media planning was simpler

Limited post-campaign analysis

Page 13: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

In the post-digital era:

Consumer’s got the power

Consumer is in control

Consumer input and feedback is a key success factor for advertising

Consumer has the freedom to click an ad

Consumer has the freedom to share an ad

Consumer has the freedom to buy a product or a service

Consumer is the key creator of virality in the online world

Extremely accurate consumer targeting

Detailed post-campaign performance analysis

Page 14: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Egyptian internet users interests

News Football

♫ Music Entertainment Education

Religion

Page 15: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Media Convergence… it’s all online

TV

newspapers &

magazines

music

radio videos

movies

photos

Page 16: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Success is in the mix

• True success online comes from capitalizing on the strengths

offered by digital partners and their online advertising solutions.

• Know your product, your customer and your advertising options to

be able to strategize properly.

Customer I understand

+

Informative/entertaining content

+

creative communication done with the right advertising solution

SUCCESS!

Page 17: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Yahoo Super Video Wall Takeover

Page 18: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Promoting offline events online

Page 19: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Good content yields viral communication

Page 20: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Seize the offline moment for online

success

Page 21: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Immediate feedback to good content

Page 22: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Reward consumer with exclusive content

Page 23: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

To Recap

• Your 3C’s are: Consumer, Content, Communication

• Consumer is King – power has shifted

• Know your consumer interests and target him/her

through them no matter how these interests shift

• Digital marketing is expanding – join hands with all the

players

• Use new advertising products to assess if they work

for you

• Merge between your offline and online activities

Page 24: Dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d

Thank You