The document discusses the importance of the "3 C's" - Consumer, Content, and Communication - in the digital world. It explains that [1] consumers now have more control and companies must understand shifting consumer behaviors, [2] high-quality content is crucial to engage consumers, and [3] communication must match the other C's and be dynamic to meet consumer needs. It then contrasts the pre-digital era, when advertising was one-way, to the post-digital era, where consumer input is key and targeting is more accurate. The document advocates knowing consumers, creating informative content, and using various online advertising solutions to strategically achieve success.

1. 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

2. Ma3a Ba3d, we will talk about:
• The 3 C’s of the digital world
• The 3 C’s
•• Pre-Digital era
Pre-Digital era
•• Post-Digital era
Post-Digital era
• Success is in the mix
• Success is in the mix
• Capitalizing on offline success
• Capitalizing on offline success
• Small successes (jeep, ALO re-launch, Ma3a Ba3d corporate
• Sharing success
campaign, Elissa concert)

3. Consumer
C ontent
C ommunication

4. 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

5. 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.

6. 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.

7. 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.

8. 3 C’s concept
Consumer

9. Consumer

10. Consumer

11. Consumer

12. Before there was online
In the pre-digital era:
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

13. Consumer’s got the power
In the post-digital era:
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

14. Egyptian internet users interests
News Religion Football
♫
Music Entertainment Education

15. Media Convergence… it’s all online
TV
newspapers &
photos magazines
movies music
videos radio

16. 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!

17. Yahoo Super Video Wall Takeover

18. Promoting offline events online

19. Good content yields viral communication

20. Seize the offline moment for online
success

21. Immediate feedback to good content

22. Reward consumer with exclusive content

23. 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

24. Thank You