- Inbound marketing - outbound marketing - persona - Technologies for marketing - Data on Saudi market - Choosing the right metrics for your startups (the one metric that matters) - Creating the digital marketing funnel - Choosing the right metrics for the funnel - Applying some of the concepts on your startups

1. Marketing Session
Abdullah Alghandoni
Mutaz Ghuni
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2. Meet abdullah @alghadouni
• I love TEA and COOKING.
• I am ramping up the Spoilee platform ( Beauty services marketing platform), girls can book
their beauty appointments from their iphones. SO CHECK IT OUT AND TELL YOUR SIS , MUMs
, GIRLFRIENDS, and WIVES ;)
• I have built hundreds of websites and portals for individuals and organizations since 2001.
• I have led campaigns offline and online with over $ 4 M budgets in KSA and the region at one
GO !.
• I have launched 13 NOKIA devices campaigns in the region.
• I have led the biggest classifieds platform in the region dubizzle SAUDI campaign.
• I have structured different marketing practice and department strategies for TELECO, INFO
TECH, and startups in SAUDI and UAE.
• I have written over 20000 words in my blogs Arabic and English.
• I have given more than 40 workshops for +450 marketing professionals in the region as the
first ARABIC certified INBOUND marketing professional.
• I am an active blogger and podcaster , check Abdullahalghadouni.com to know more
@ALGHADOUNI

3. Everyday in MENA
@ALGHADOUNI

4. Users online
@ALGHADOUNI

5. Smartphone Penetration Rate
• 71% are using internet
daily on their smartphone
• 80% are using mobile
apps every day
• 80% clicked on an
mobile advert
• 58% have visited a
business after making a
research on their mobile
• 39% had made a
purchase transaction via
their mobile within the
last month
@ALGHADOUNI

6. • 51 M mobile subscriber in Saudi Arabia
• Mobile Penetration in Saudi Arabia 187%
• Smartphone penetration is: 73%
• Prepaid makes up 85% of market
CITC 2015
STC
42%
MOBILY
39%
ZAIN
17%
VIRGIN
2%
LEBARA
-1%
M.Share
STC
MOBILY
ZAIN
VIRGIN
LEBARA

7. WHEN DO PEOPLE IN SAUDI ARABIA USE
MOBILE?

8. Companies vs. Consumers
Balance of Power

9. The Breakup
http://www.youtube.com/watch?v=DkOHsjZKBB0
@ALGHADOUNI

10. Pull and Push Strategies
Provider Media Consumer
Provider Media Consumer
? Strategy
Demand
Demand
? Strategy
Pull marketing focusses on creating content and pushing it
out there to get as much reach as possible.
Push marketing involves creating searchable content that
consumers find that attracts them to you.
?
@ALGHADOUNI

11. MARKETING OBJECTIVES
Example: There are 20,000
searches in KSA،per month, about
makeup. There is high
competition for most of the search
terms. With aggressive search
marketing and a very strong sales
focused website, we estimate to
generate 50 qualified sales leads
or more per month by Dec. 2016.
S Specific
M Measurable
A Attainable
R Relevant
T Time Based
@ALGHADOUNI

12. • Search Optimisation
• Search Marketing
• Email Marketing
• Digital Display Advertising
• Social Media Marketing
• Mobile Marketing
• Analytics
Tools
Digital channels can be grouped under the following headings:

13. ARE YOU INTEGRATED ?
All should lead to one thing
MY BRAND
@ALGHADOUNI

14. Inbound Marketing Components

15. Inbound Marketing

16. INBOUND MARKETING
@ALGHADOUNI

17. AUDIENCE FALLACIES
“There is no such thing as a Mass Mind. The Mass
Audience is made up of individuals, and good
advertising is written always from one person to
another. When it is aimed at millions, it rarely
moves anyone.” — Fairfax M. Cone, 1952 Founder,
Foote, Cone & Belding Advertising
We target youth 18-38 all over Saudi Arabia.
We target women
We target mums
We target children!
We target expats
We target premium buyers!
We are only looking for mid to high class
We target low income
@ALGHADOUNI

18. Persona examples
Create 2-3 personas for your
target market.
Demographics
Psychographics
Behavioristic
Demographics — Age Gender Race/ethnicity
Income Education Family Status
Geography — Residence location Work location
Place of origin Choice of recreation area
Usage/Behavior — Frequent/Infrequent
Subscriber/single ticket Plan-ahead/impulse Stated
Intentions — Plan to come more, less, the same
Will/will not renew
Attitude/Belief/Opinion — Likes/Dislikes
Preferences Values
@ALGHADOUNI

19. KNOW MORE AND VALIDATE
@ALGHADOUNI

20. KNOW MORE AND VALIDATE
Don’t get dragged by high level info or rumors like facebook is dead!@ALGHADOUNI

21. Research : GO DEEPER & VALIDATE

22. • Blindness : “ad-blocking software will lead to nearly $22 billion in lost advertising
revenue this year – representing a 41% rise from 2014” A report published by
Adobe in 2015.
• Low interaction rate as typical CTR average is %0.1-1.00% in most campaigns in
mature markets.
• Good tool for visual branding.
Challenges and opportunities

23. • Structure: Start small and get better
• Budget: Start small and invest based on success
• Calendar: Organic with no end point
• Personnel: New work so new skills required
• Beyond Marketing: We are all in marketing now
Changes in Planning
What are the implications for marketing departments and their campaign planning?

24. • CPC
• CTR
• CPM
• CPI
• CPL
• CPI
• CPR
• CPRP
• CPD
• CPVV
Terminologies : house keeping
• CPE

25. Concepts: Positioning
30% of users click
here andon the right
(Paidlistings)
70% of users click
here (Organic
listings)

27. THERE IS ALWAYS A TRAIL
This is thereal power you have
Search
Buy
Click
Register
Search for“alipstick”
Click on ad campaign
Sign up/Install Apps
Order/Request
Samples
Location, Interest, Age
Specific Requirement
Urgency
Budget

28. What are my biz topics?
Important question to answer:
1- Why are we doing this ?
2- What business am I in ?
3- What level of competition?
$- What are the opportunities?
5- What are the limitations?
6- what are the trends and behaviors of my TA?

29. • Account Structure: understand that a Google Account structure is built on Campaigns, Ad Groups and Ads.
• Advantages of good Ad Group Organisation: simplified management, optimisation and reporting, improved
performancein terms of lower cost per click, and higher quality score from Google.
Campaign Process: Setup
AD
Ad Groups contains their own keywords and ads.
CPC set for individual keywords
AD GROUP
(Max 20,000 per Campaign) Group Ads for quality and/or subject
Configure CPC for Groups
CAMPAIGN
(Max 10,000) Configure language, geographic targeting and budget.
Campaigns contains multiple ad Groups
Campaign
GOOGLE ADWORDS
AD
GROUP
AD
GROUP
AD AD AD AD AD

30. CAMPAIGN SET UP
EXAMPLE VIEW
Campaign subtypes
include:
•Standard
•All features
•Marketing objectives

31. Ad groups concepts
Ad group :desserts Ad group: beverages Ad group: snacks
cupcakes soda potato chips
pumpkin pies coffee pita chips
apple pie iced coffee beef jerky
chocolate cake iced tea salted peanuts
ice cream sparkling water mixed nuts
cookies orange juice rice crackers

32. • Highlight what makes you unique
• Include prices, promotions, and exclusives
• Empower customers to take action
• Include at least one of your keywords
• Match your ad to your landing page
• Appeal to customers on mobile
• Experiment
• Check for common ad text mistakes
TEXT ADS best practice
25 characters for
the headline.
70 characters of ad
text.
35 characters for
the Display URL.
Google adwords

33. Leaderboard 728 x 90
Half Banner 468 x 60
MPU 300 x 250
Island
180 x 150
Wide
Skysraper
160 x 600
Skyscraper
120 x 600
Ads: Industry Standard
IAB

34. • 1. Have a clear CTA
• 2. Have a great hero image
• 3. Have great branding
• 4. Company logo
• 5. Include a promotion
• 6. Include a sense of urgency
• 7. Include a headline
• 8. Match your landing page to your ad
• 9. Size correctly
• 10. Always be testing
Static display ADS best practice
Marketo

35. Video ADS best practice
1. Define your audience
before creating your
video.
2. Get to the point.
3. Keep it short.
4. Create an obvious
storyline.
5. Test different video
components.
6. Capitalize on
blockbuster concepts.
Marketo

36. mobile ADS best practice

37. Q&A

38. Purpose and goals of the
session
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39. Purpose and goals of the session
• Understand metrics, how to measure them and how to use
them
• Practical techniques you can use to not get lost in metrics
• Identify your one metric that matters and drive goals from it
• Focus on the right metrics for your business
39

40. Mutaz Ghuni
• Mutaz Ghuni
• Founding team in E-CommerceSea, launched Vanilla eShop (one of the fist
online shops in Saudi), the now make more than a million SAR in monthly
revenues
• Founding team in Feelit, launched an app called Chubble in San Francisco,
Chubble was number 2 in product hunt upon release, reached number 1 in the
app store in 2 countries and top 10 in 8 countries.
• Co-Founder of #Pay, released 4 months ago, handled more than 10m SAR in
revenues and served more than 7000 unique customers
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41. Agenda
41

42. Agenda
• Choosing the right metrics for your startups (the one metric that
matters)
• Creating the digital marketing funnel
• Choosing the right metrics for the funnel
• Case study 1
• Case study 2
• Applying some of the concepts on your startups
42

43. Collecting data
• Google Analytics
• Flurry
• MixPanel
• Intercom
• ChartBeat
• TypeForm
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44. Google Analytics
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45. Flurry
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46. Twitter Fabric
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47. MixPanel
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48. Intercom
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49. ChartBeat
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50. Typeform
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51. How to make use of these
tools?
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52. 52

53. Choosing the one metric that matters
• Why?
• Answers the most important questions you have
• Forces you to have very clear goals
• Focuses the entire company on one very clear goal
• Inspire a culture of experimentation
53

54. Let’s try it out
• What do you think the most important metric for:
• Facebook
• Whatsaap
• Slack
• AirBnB
• Southwest Airlines
54

55. Vanity metrics
• Common vanity metrics:
• Number of hits
• Number of page views
• Number of visits
• Number of unique visitors
• Number of followers / friends / likes
• Time on site / pages browsed
• Number of emails registered
• Number of downloads
• …..
55

56. Why Vanity metrics are dangerous
• Very easy to collect
• Makes you feel empowered
• They’re just a part of the big picture
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57. How to find your one metric that matters
• Solare restaurant case study
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58. One Metric that matters is:
• Simple : Single number
• Immediate : You can generate every night
• Actionable : Change staffing, Upsell, Reduce costs
• Comparable : You can track it over time
• Fundamental : Reflects the basics of your business
58

59. Let’s try it out
59

60. How to use data to fix
problems
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61. How to use data to fix problems
There are known knowns; there are things we know that we
know. There are known unknowns; that is to say there are things
that we now know we don’t know. But there are also unknown
unknowns there are things we do not know, we don’t know,
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62. 62

63. How to use data to fix problems
Things we
Don’t know
We Know
We Don’t Know
Know
We Know
We Don’t Know
Facts
They might be wrong, need to
be checked
Questions
Answered by reports
Intuitions
Try to quantify and validate
Exploration
Unfair advantages and
special insights
63

64. Unknown unknowns case study
• Circle of Moms
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65. Funnels
65

66. 66

67. Why do we need a funnel
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• Organize your metrics in a clear concise matter
• Identify which step is the weakest point and fix it
• Easy to compare over time
• Easy to set goals upon
• Shows the areas you need to focus on

68. Different funnel frameworks
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69. Dave McClure – Pirates Metrics AARRR
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70. Eric Ries Engine of growth Funnel
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71. Sean Ellis startup pyramid
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72. 72

73. Let’s crate a funnel together
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74. Fixing your funnel
• Wine Express Case Study
• Chubble Case Study
• PayPal Case Study
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75. Wine Express Case Study
75

76. Wine Express Case Study
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77. Summary
• Choose one metric that matters
• Derive your funnel from that metric
• Measure your funnel, fix, experiment, Update, Measure …
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78. 78

79. That was fun!
Mutaz Ghuni
Mutaz@hashpay.co
0597170004
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