dm arts d1-s3-rania-elbakry-mobi_nil-onlining_ma3a_ba3d
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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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• 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
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C C
C onsumer
ontent
ommunication
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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
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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.
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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.
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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.
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3 C’s concept
Consumer
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Consumer
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Consumer
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Consumer
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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
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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
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Egyptian internet users interests
News Football
♫ Music Entertainment Education
Religion
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Media Convergence… it’s all online
TV
newspapers &
magazines
music
radio videos
movies
photos
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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!
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Yahoo Super Video Wall Takeover
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Promoting offline events online
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Good content yields viral communication
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Seize the offline moment for online
success
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Immediate feedback to good content
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Reward consumer with exclusive content
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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
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Thank You