digital marketing strategy -...
TRANSCRIPT
Fatima Alhayki 201000366 class 1
Digital Marketing Strategy
Fatima Ahmed Alhayki201000366
1. Executive summary
This project concerns in evaluating the digital marketing actions of a Bahraini company which in
this case Menatelecom Telecommunication Company. These actions include evaluating of the
company’s website and its SEO, affiliate marketing, social media marketing and online
advertising. It also contains benchmarking activities against Batelco Telecommunication
Company which is a leading business in the same field. In addition, the project will present a
digital marketing strategy that highlights the customer engagement and acquisition tactics. Also
a social media marketing campaign and an online advertising campaign that have been tested
and developed using an A/B testing plan.
In addition, this project has analyses and defined the major gaps that make other companies
outperform menatelecom. For instance, due to their insufficient content in their website they
are appearing at the second or third page of the organic search. Therefore, the digital marketing
campaign has suggested adjusting the website content to improve the organic search. Or
instead use a paid search service in Google Ad word. Also it provided a solution for the email
advertising which menatelecom do not take under consideration and suggested to communicate
the latest offers. As well as engaging customers in games and puzzles and providing rewards.
Moreover, this project recommended improving menatelecom’s social media which actually
suffering from lack of posts and no customer interaction. The suggested solution is to improve
the Facebook account by posting pictures and engaging customers in puzzles as Facebook is the
most popular network in Bahrain. Also it suggested starting an Instagram account and post
pictures and offers at the peek hour. Finally it will provide an A/B testing on email advertising
and implementation plan that include implementation resources such as personnel, finance and
computing infrastructure also a Gantt chart to estimate the duration.
2. Digital Marketing activities review and benchmarking against Batelco
Mena telecom is a telecommunication company and below a simple benchmarking between
Mena telecom and their biggest competitor, the leading telecommunication company in Bahrain
which is Bahrain telecommunication Company (Batelco).
Website Mena telecom Batelco
Domain name
Menatelecom.com
portal.batelco.com
Good and easy domain name
with the business name and
no numbers also use .com
which is common.
Good domain name It
contains business name
followed by .com which is
easy and common. However it
has portal it makes it long and
hard to remember.
Layout and Navigation Layout is somewhat
appropriate because the main
information in the center and
on the left the main buttons.
Confusing pictures that
moves. Simple website
hierarch structure and clear
titles. Logo on all pages and a
way to go back home. More
than seven options on the
navigation bar and it appears
at all pages.
Convenient layout,
appropriate homepage and
the information are on the
center and right of the page. It
has slide show of images that
contains their latest offers
that moves in a very
professional way and it’s easy
on the eyes. For navigation
the website has a simple
structure with clear page
titles. Website logo is on the
top right of the pages and
contains a button that goes
back to home page. Less than
seven options on the
navigation bar.
Page content Relevant information and no
testimonial or endorsement
and a bit clutter. The
information provided in texts
there are no blogs provided or
videos and it dose not
emphasis on brand. It needs
more information.
Offers engagement and value,
provides the wanted
information professionally.
Relevant information in texts
and on images elegantly.
Information is updated
frequently and it rally
emphasis on the brand.
Provide feedback section in
the homepage.
Visually attractive Visually attractive images
inconsistent colours and
content they are not
coordinated to work
effectively. Difficult to read
because of the white font
colour and a dark background
which make it confusing and
hearts the eyes. Wrote the
information on images and it
is hard to read the
information because it’s not
clear. The information is
cluttered. Overall their
website is not attractive
visually.
Visually attractive images and
they used the colours in a
consistent manner that
compliment the content. Is it
very easy to read the
information because they
used a white background with
a dark font colour and
appropriate font size.
Call to action Do not provide a sign up
button or subscribe or any
kind of invitation to trigger
the visitor to call to action.
Provided a button called My
Provide a call to action using a
phrase which is (click and get
it in a blink) as an invitation
for the customers to get their
new batelco number. Also
Account which allows the user
to register in their online
services. No sign up forms just
a sign in or login page and the
user have to call for help and
it is a long process that
consumes time and effort.
they provide another line
which is (need support? Dial
196 or live chat). In addition,
they use hurry and get this or
get the first. To attract
customers.
Use of conventions Three column layout and a
logo located at the down left
and used as a home page
button. Navigation bar
contains more than 7 options
which are actually 10 options.
However the links are blue
and underlined and they
provided a search box at the
top tight of the page.
Three column layout and logo
at the right top of the page
and used as home page
button. Navigation bar
contains less than 7 options.
Links are blue and underlined.
Search box at the top right of
the page.
Responsive Responsive design where it
responds to the different
devices that used to access. It
provides an optimal viewing
of the screen size. It does not
open quickly on any devices
such as computer,
smartphone nor tab.
The website has a responsive
design where it responds to
the different devices that used
to access. It provides an
optimal viewing of the screen
size. It opens quickly on any
devices such as computer,
smartphone and tab.
Simplicity Not very simple to use
because the visitor may not
get the key information
quickly. For the blink test the
Simple to use and the visitor
will get the key information
quickly. For the blink test the
visitor will know the name of
visitor will know the name of
menatelecon and their
business nature, but it is quite
difficult navigate the site.
Because the information is
confusing on the homepage.
Did not provide clear titles or
description of the images on
the homepage. Cluttered
website and did not properly
used the empty space.
Batelco and their business
nature, easy to navigate the
site. Provided clear titles or
description of the images on
the homepage. Professional
and useful website.
Credibility Do not convince the visitor of
their credibility within
seconds, it takes time for the
visitor the trust the
information on their website.
Because of the cluttered
content. Also the way that
they employed the colours
and designs were
unattractive. However they
have a quite pleasant logo
that defines their business.
Convince the visitor of their
credibility within seconds, the
visitor will trust their website.
Sufficient and useful
information on their website.
Good colour and content
coordination. Attractive
designs and they have a quite
pleasant logo that defines
their business.
SEO Website is quite unknown and
placed in the second or third
page of the results page. For
instance, a search have been
conducted using three
different smart keywords in
Google search engine which is
Website is very known and
placed at the first result at the
first page of the results. For
instance, a search have been
conducted using three
different smart keywords in
Google search engine which is
currently the most effective
engine used in Bahrain.
currently the most effective
engine used in Bahrain.
Online advertising and
affiliate advertising
Do not use it. Do not use it.
Email Marketing Do not communicate with
customers through email.
Communicate with customers
by informing them with latest
offers by email.
Social media Use Facebook, twitter and
YouTube to advertise but do
not post frequently and
almost no customer
interaction.
Use Facebook, twitter and
YouTube to advertise post
frequently and have great
customer interaction.
Batelco’s website
Menatelecom’s website
3. Digital Marketing Strategy
Market Analysis
Menatelecom is a telecommunication company that operates in the telecommunication market
in Bahrain. They basically offer telecommunication services such as, Internet services, mobile
network data as well as fixed and wireless telecommunication services. Their main competitor is
Bahrain telecommunication Company (Batelco) that provides the same services.
Customer need
• Good mobile service
• Wide coverage range
• Reasonable prices
• Mobile and internet Packages
• Sales and offers
• Latest technology trends
• Professional websites with sufficient information about the services and basic E-bill
process.
• Social media communication to solve customer problems quickly.
• Professional and cheerful employees in customer services positions.
Persona
Background
Married with 1 kid
Work as the manger of the IT
department at east innovation
company.Ali Ahmed
Interests and personality
Sociable person with many
friends.
Likes to keep track of the
sports news
Spends his free time surfing
internet.
Follows any new trends in
technology.
Demographics
Male
28-38 years old.
Live in Isa Town.
BHD 1500 monthly income.
Goals
To establish a computer
programming company.
To value and keep constant
communication with family
and friends.
Communication method
Email, phone, social networks.
Use internet for buying
mobile applications and
computer programs.
Social networking sites:
LinkedIn, Facebook,
Instagram, twitter and
YouTube.
The current digital marketing strategy carried out by menatelecom is concentrating on attracting
customers towards their website. This is a good idea to increase the potential customers and
visitors to the website. However their website is quite disappointing to the customers because it
lacks many aspects that would insure the retention of customers. Or in simple words, once the
visitor visits their website he/she probably spent less than 10 minute and will not visit the
website again because in the first visit he/she did not benefited. Below are the expected
objectives, tactics, KPIs and target to improve the customer’s retention rate as well as to
increase the time they spent on the website.
Objectives (after 9
months)
Tactic KPIs Target
500 new website
visitors per week
Email Open rate 60%
Online ads Views 1800pw
Social media Likes\shares 800pw
SEO Google SERP Page 1 in 3 months
40% increase in the
time spent on
website
Content Time spent in minutes 60% of visitors spent
more than 30minute
Video Views rate 60% of visitors
Blog Readings 40% of visitors
Navigation Visitor repeat the visit
rate
80%
Customer Acquisition
Meantelecom have to attract customers toward their website and social media pages using
different tactics. However, currently they are using only one tactic which is social media to
attract them to their website. Actually they are attracting many customers using social media
but mainly these customers are subscribers of menatelecom. Which means that they are not
attracting new customers. Therefore they have to focus on other tactics such as SEO which they
really do not generate many customer from it.
In order to benefit from the SEO menatelecom have to either use the paid search such Google
AdWords, or focus on the organic search to rank high in SEO. By improving their website
through adding quality content, excellent site structure, Meta data, quality inbound links and an
effective use of keywords.
As for the online advertising, as it is mentioned before that menatelecon do not advertise online
currently. It is not a smart decision to neglect such important tactic and to raise their new
customers’ rate they should advertise online. Daily Gulf News is a good choice to place an ad in
it therefore it is rewarding for menatelecom to advertise in this website. By placing an attractive
ad that directs the customer toward their social media and website to check their latest offers.
Menatelecom do not use affiliate marketing but they use social media to trigger the customer
into subscribing in their twitter, Facebook and YouTube accounts. However, they should
increase their posts in their accounts and provide customer good testimonials. Also they have to
add more videos that emphasis on their business in their YouTube account. In addition, they
should increase the pictures and ads in their Facebook account.
Customer Engagement Tactics
Menatelecom have a limited engagement with their customers because they do not use email
to communicate with customers. Therefore they should send email to the customers inviting
them to try a new service or to provide their feedback or complaints on a particular service in an
email. Also menatelecon website has a weak structure, dull insufficient content and confusing
colours. Which makes it hard to navigate their website and they should redesign it by using a
professional website designer. In addition, they don’t provide any kind of videos in any of their
engagement tactics. To attract customer and form a good relations they have to form a blog for
their website and include creative videos in it. The blog will encourage the customer to discuses
and comment on menatlecom services and this will form a good image of the company. Also the
customer will be able to express their dissatisfaction to make menatelecom improve their week
points that eventually will insure customer loyalty.
4. Digital Marketing Campaign
The most suitable Marketing method that will help Menatelecom attract new visitors to their
website and increase customer retention is to implement the following plan.
Menatelecom should concentrate on forming an online advertising campaign that includes SEO
advertising, email advertising and social media advertising. This campaign will help
menatelecom to achieve their objectives.
Search Engine Optimization
As mentioned before that menatelecom’s use an organic search in the SEO and they appear in
the second or third pages of the search results and due to their inadequate website. This has
been found out after conducting a search using smart keywords such as (Telecommunication
Company in Bahrain). To improve their organic search and to rank high in the SEO they have to
do the following steps:
1. To define the target market and find out what they mostly search for.
2. Find phrases and keywords that suites Menatelecom’s product
3. Redesign their website content and add valuable phrases.
4. Support it with paid search campaign.
The paid search of Google or Google Adword is a suitable way to support their organic search
and to make them appear at the first page of the results. This paid search is basically makes
their business name appears at the top right or bottom of the page. As for the cost it is
inexpensive and Google will charge them a certain amount for each click.
Email Advertising
The second element in this campaign is to advertise through email which basically sending
different materials to the customer informing them with the latest offers. As well as inviting
them to try the new services and to access their website for more information. Also they could
provide emails and images that allow the customer to view it and comment on it by replying on
the email. In addition, engaging the customers in games through sending puzzles and offering
rewards such as free BD 3 or 4 voucher for the winner. This approach will help to retain the
customers and earn their loyalty.
Social Media Advertising
The third and last element is social media, menatelecom do own a social media accounts
however their posts are limited and they have almost no interaction with the customers.
Firstly, their Facebook account:
After conducting a research about the most common social media app it is found that Facebook
is the most popular network in Bahrain according to social Bakers website. Therefore,
menatelecon have to improve their Facebook page by:
1. Adding pictures of offers and new services.
2. As well as, interact with customers through comments and accept their complaints,
offer solutions and to use quizzes and puzzles to attract them.
3. Meantelecom should concentrate on triggering the customer to like and share the ad or
the post by providing attractive and useful ads.
Moving to the second biggest social media network which is Instagram, menatelecom do not
own an account in this app. Menatelecem’s marketing team have to install and focus on this app
to approach to the different ages of Bahraini citizens. The other telecommunication companies
consider Instagram as a local tool for the small business to advertise in. however, it is a good
point that menatelecom could take advantage of. They should implement the Instagram
marketing by:
creating an account that represent them,
Then to provide suitable pictures and ads about the company.
After that they should follow as many people as they can to generate high followers.
They should manage to make time to reply on the comments and to engage with
customers 24/7. The reason for that is because most of Instagram users usually tend to
check it at any time of the day.
Also menatelecom, have to make a research to find out the peek hour that people
mostly log in their accounts in order to make sure that the customers view the posts of
them.
In order to provide an updated and attractive social media pages, meanatelecom have to take
hiring a public relation agency under consideration. To monitor their social network
performance as well as providing social media ideas and advices. They have to choose a creative
and inelegant agency to ensure their good performance.
A/B testing
To illustrate some of the methods that have been mentioned in the digital marketing camping, it
is necessary to test these ideas to ensure their effectiveness. Firstly, testing the SEO strategy by
forming an account in Google Ad word to sign in a paid research service. They should test this
strategy for 3 to 6 months in order to measure the effectiveness rate. The other solution should
be tested after the paid research which is adjusting their website content by adding valuable
words that most of the customers tend to use. At the end they should measure the effectiveness
of each element and they implement the suitable solution.
Secondly, the email marketing testing should be conducted by forming different email versions
which each of them concentrate on the same subject. However contain a different subject line,
opening line and call to action. Then menatelecom have to measure the effectiveness of each
version after assuring that approximately 60% of the receivers actually viewed the different
email versions.
Finally, the social media testing, they should place two similar but with different colours and add
a picture on one of them in their social networks account. After that they should monitor the
likes, shares and comments on these two pictures for at lest 2 weeks. Finally, they should
measure the effectiveness of them and by that they will figure out the customers’ favorite ad.
A/B testing Example: A testing
B testing
Campaign element
5. Implementation Plan
This digital marketing campaign will obviously need different resources such as personnel,
computing infrastructure and finance.
Personnel Computing
infrastructure
Finance
SEO Menatelecom’s IT
team and Marketing
department team.
Google $ 1.0 per click or
BD 0.380 per click
and usual staff
wages.
Email Advertising Meantelecom
Marketing
department team
Gmail Usual staff wages.
Social Media Advertising Meantelecom
Marketing team/ E-
marketing Agency
Agency expenses:
BD 5000 per month
and usual staff
wages.
Gantt chart
Resources
Below the timeline of each element of the digital marketing campaign and the duration of the
plan is approximately 12 months. Firstly, the SEO will take place at the first 3 month and then
the email advertising will start after it directly and will take 4 months. Finally the social media
will start with the email advertising and will take 9 months.
6. References
March 2014 social marketing report: Bahrain regional. (2014, March). Retrieved from http://www.socialbakers.com/reports/regional/march-2014-social-marketing-report-bahrain-regional