Digital Marketing Essentials

 

 

             Project Front Sheet

 

CIM Number                     38416362

                                                                                                                      

Unit Title                            Digital Marketing Essentials

 

Level/Award                     Unit assignment submitted in partial fulfillment of the requirements of

CAM Diploma in Digital Marketing

 

CIM-Accredited

Study Centre                    The Marketers’ Forum

                                            

 

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                                             Digital Marketing Essentials

 

From                                   Digital Marketing Assistant in Ooredoo

 

To                                         Digital Campaign Manager in Ooredoo

Word Count                       Task One

Campaign Tools: 1,294 words.

Task Two

Using Campaign Tools: 1,750 words.

Task Three

Monitoring:  1,318 words.

Total:  4,317 words.

Date                                    June 2013 Board                                              

 

 

 

Table of Contents

Campaign Tools…………………………………………………………..4

Using Campaign Tools………………….……………………………..12

Monitoring………………………………………………………………….19

Appendix….………………………………………………………………..33

Bibliography……………………………………………………………….35

 

Task One

Campaign Tools: 1,294 words.

 

1.0                 Campaign Tools

 

1.1                 Key Stages of the Digital Communications Campaign

 

The following stages are based on Murphy’s (n.d.) article which ranks first for “key stages of a digital communications campaign” in google.co.uk on 20 May 2013. These are setting objectives, strategy & planning, campaign execution and campaign reporting.

1.1.1 Setting Objectives

Ooredoo vision: Enriching people’s lives as a leading international communications company (Ooredoo company profile is in Appendix).

1.1.1.1      Business Objective

To increase by 10% subscriptions to Ooredoo mobile phone service by end of 2013.

1.1.1.2      Marketing Objective

 

To increase by 20% referrals to Ooredoo mobile phone service by end of 2013.

1.1.1.3      Digital Marketing Objectives

 

1.1.1.3.1  Acquisition

 

To increase by 10% unique visitors of WaveApp microsite & blog by end of 2013.

1.1.1.3.2  Conversion

 

To get WaveApp downloaded 20,000 times by end of 2013.

1.1.1.3.3  Retention

 

To get 20,000 likes; 10,000 shares and 5000 comments at WaveApp blog by end of 2013.

1.1.2 Strategy and Planning

 

Product development as a strategic choice has sales increase as its aim. This aim is reached by developing products for a company’s existing market – Ooredoo’s 4G coverage map app in Qatar (kfknowledgebank.kaplan.co.uk, n.d.)

1.1.2.1      Target Market

 

1.1.2.1.1  Segmentation

 

Any Qatar resident owning a mobile device capable of running downloaded third-party applications.

In Qatar, mobile penetration stands at almost 100%, as of January 2013 (ictQATAR, 2013).

1.1.2.1.2  Targeting

 

To engage the segment’s decision-making process with issue recognition (4G coverage) and info gathering stages, which could be downloading WaveApp and blogging about user experience (Hoyer and MacInnis, 2008, p. 194).

1.1.2.1.3  Positioning

Ooredoo 4G coverage map app of customers, by customers and for customers.

1.1.2.1.4  Online Value Propositions

 

In light of the explanation offered by Peterson et al. (2010),

  • Benefits and solutions: real engagement with and easy use of the free app.
  • Issues and needs: instant knowledge of whether a place is 4G-covered.
  • Competition: wide range of 4G services with no current 4G competition.
  • Repeat use: the app is personal and its info is presented at the customer’s finger tip.

1.1.2.2      Tactics

 

1.1.2.2.1 Marketing Mix

 

1.1.2.2.1.1            Product

WaveApp.

A wave gains momentum via available means – Ooredoo’s internal & external customers – and prepares them for the next one – 5G (bbc.co.uk, 2012).

As a crowdsourcing 4G coverage map app, it gathers map data from users who use the 4G service. This keeps users engaged throughout the whole 4G rollout journey.

1.1.2.2.1.2            Price

Free.

1.1.2.2.1.3            Place

 

WaveApp microsite.

 

1.1.2.2.1.4            Promotion

WaveApp microsite announcement is to be tweaked so as to respect the look and feel of every channel in its users’ eyes.

Visually appealing QR codes linking to WaveApp microsite are to be placed where possible, especially on offline channels.

WaveApp microsite is to have a link to WaveApp blog which functions as the main online PR activity.

WaveApp blog is to have a link to WaveApp microsite as well.

1.1.3 Campaign Execution

Project schedule:

Activity Cost £ Sep. Oct. Nov. Dec.
ATL
WaveApp microsite Internal
WaveApp blog Internal
Modal windows on ooredoo.qa and m.ooredoo.qa Internal
Google AdWords 20,000
TV commercial on Qatar TV 5,000
Out-of-home advertising 50,000
Online banners Internal
FB post and banner Internal
Social media ads Internal
Twitter post and page branding Internal
DJ Liner (radio stations) 1000
Mozaic (pay TV) banner Internal
BTL
Flyers 1000
Retail branding Internal
Self-service machine branding/ screen Internal
Premium dealers and 3rd party shops 35,000
Booth branding in shopping malls Internal
Gift items 10,000
Floor stickers 15,000
Roll-ups 15,000
Direct Communication
eMail shots Internal
eBill banner branding Internal
eVoucher slip back side Internal
IVR Internal
On-hold messaging Internal
SMS Internal
MMS Internal
BBM Internal
Internal Communication
Internal screen Ooredoo Building Internal
Ooredoo building branding Internal
Elevator branding Internal
Flyer distribution to Ooredoo employees Internal
Yammer social post Internal
Internal announcement Internal
A3 back to back poster 1000
PR
Press release Internal
Press conference Internal
PR stunt 20,000
Information Management
Developing  processes to manage information and data development Internal
Total 138,000

Note: Figures are estimated market prices and can vary from those actually quoted by various external vendors.

 

1.1.4 Campaign Monitoring

 

Objective Key Metric Monitoring Method
To increase by 10% subscriptions toOoredoo mobile phone serviceby end of 2013.
  • New subscriptions using WaveApp.
  • Time series analysis.
Staff reporting based onexisting analytics tools. 
To increase by 20% referrals toOoredoo mobile phone serviceby end of 2013. “How did you hear about WaveApp?” Staff reporting based onexisting analytics tools. 
To increase by 10% unique visitors ofWaveApp microsite & blog by end of 2013. Number of unique visitors. Staff reporting based onexisting analytics tools. 
To get WaveApp downloaded20,000 times by end of 2013. Number of downloads. Staff reporting based onexisting analytics tools.
To get 20,000 likes; 10,000 shares and5000 comments at WaveApp blogby end of 2013. Number of likes, shares and comments. Staff reporting based onexisting analytics tools.

1.2                 Keyword Search

(google.com.qa is the top search engine in Qatar according to Alexa Traffic Rank)

  • Word or phrase: app (other variables are Ooredoo, wave, 4G, smartphones, etc.)
  • Location: Qatar
  • Language: English (other variable is Arabic)
  • Ideas and statistics for: all mobile devices
  • Filter ideas: local monthly searches
  • Average number of searches over 12 months for ‘app’ in Qatar in English via mobile devices: 60,500
  • Google Insights for Search (Trend): search interest over time is fluctuating yet, overall, is on the rise.
  • Top 5 keywords: what app (60,500); whats app (33,100); apps (22,200); what is apps (22,200); what are apps (22,200)

Competition is generally low for WaveApp-related keywords. This might be due to the newness of Ooredoo 4G network – the only one of its kind in Qatar. Lack of keyword competition in Internet & Telecom category might be understood in light of limited providers.

The other competitor, Vodafone Qatar, is a start-up (in Qatar since 2009) with a limited service portfolio (Vodafone.qa, 2009).

Also, Qatar’s population is small with high personal/disposable income (Metodieva, 2012).

1.3                 Main Online PR Activity

 

the blog WaveAppBlog,qa is the place to engage WaveApp users, with its commenting system, fresh content served from newest to oldest and its less-formal, much simpler language.

 

1.4                 WaveApp Microsite

Instead of a landing page on ooredoo.qa, the campaign links to WaveApp microsite which is on a separate domain and has its own content, navigation and design: m.WaveApp.qa.

1.5                 Examples of Two Microsites and Two Blogs

 

1.5.1 Google

 

Focused on delivering exact search results, the place in Google (advertising company) marketing mix is how internet works – a connected world wide web of content (Brown and Djavit, 2009).

1.5.2 Häagen-Dazs

 

Häagen-Dazs, as a product in Nestlé marketing mix, holds the distinction of being one of the few ice cream commercial brands to only use pasteurised eggs as stabilisers – thus merits its own microsite haagen-dazs.co.uk.

1.5.3 Jimsmarketingblog.com

This commercially successful blog’s original content is promoted by how Jim translates his wealth of expertise into lay terms. It’s beautifully simple, original and specialised content attracts more than 60,000 subscribers and impressively-diversified clients, making it a powerful promotion of his services in his marketing mix.

1.5.4 Blog.instagram.com

Even photo-sharing service Instagram couldn’t resist the priceless personalisation blogging brings into its marketing mix – nor could some of its trend-making users offering zero-fee, engaging content: http://richkidsofinstagram.tumblr.com/. Those Instagram kids have gone further by keeping loyal to instagram the brand yet initiating their own customisation – proactively specifying one or more elements of their marketing mix (Arora et al., 2008).

1.6                 Implementation

A microsite is the place to download WaveApp, with its own look and feel.

A blog is the place to engage WaveApp users, with its commenting system, fresh content served from newest to oldest and its less-formal, much simpler language.

Task Two

Using Campaign Tools: 1,750 words.

2.0                 Using Campaign Tools

2.1                 Social Media Strategy

In his conversations with social media, Thompson (2012) reflects that “having a social media strategy is not about having a Facebook plan or reaching millions of people.”

The first item on the agenda of selecting advertising media is a media analysis – looking into the relative costs and the relative effectiveness of using the different advertising media available for a given campaign (Riley, 2012).

Web 2.0 sites as published media can effectively reach its target audience at a reasonable cost.

2.2                 Social Media Tools

To launch major 4G mobile devices such as iPhones and Galaxies, Ooredoo has signed distribution agreements with Apple and Samsung. Ooredoo aims, as its Chief Operation Officer Waleed Al Sayed puts it, “to give a complete experience to customers on both service and product end”. Despite facing no 4G competition as currently the only 4G provider, Ooredoo is “working with the telecom regulator to better understand the issue of prices. Ooredoo has involved professionals with consultation of ictQatar to build the Regulatory Accounting System so that the approval of our [reduced] prices will be smoother in the future” (thepeninsulaqatar, 2013).

Ooredoo digital presence, especially on all major social networking sites such as Facebook (FB), LinkedIn, Twitter, YouTube, Foursquare, Instagram and Google+, is to be utilised in promoting the launch (pre-ordering, linking to Ooredoo eShop, requesting more info/callback, etc.).

This special attention to social media channels is mainly because of (a) Ooredoo’s thorough knowledge of specific segment behaviour and which channel they prefer to engage with what message (e.g., Young Qataris – 14 to 25 – seem to prefer tweeting on handset launch); (b) smartphones are the most popular social media device in Qatar (ictQATAR, 2013) and (c) the top site used in Qatar is a social media site (FB), according to http://www.alexa.com. Implementation examples include (metric: Referral Traffic – tool: Google analytics):

FB:  Together with a pupil-widening FB cover photo, an FB store front to direct users interested in 4G mobile devices to Ooredoo eShop are set up. FB is also used to deal with customer service inquiries with a dedicated member of Ooredoo digital personnel responsible for interacting with all customer comments. Requesting FB users to vote on their top 4G mobile device with device opinion polls is frequent. Consulting FB fans to advise on marking special occasion such as the launch of iPhone5 is regular.

LinkedIn: Ooredoo’s overview, products & services and employee insights in the LinkedIn Company Directory are to be amended so as to focus more on the current 4G rollout and 4G mobile devices distribution agreements. The Really Simple Syndication (RSS) feed of WaveAppBlog.qa (a blog to engage Ooredoo crowdsourcing 4G coverage map app users) and Ooredoo Twitter profile are linked to Ooredoo LinkedIn account so that both appear on Ooredoo LinkedIn page. A LinkedIn Group (forum) is established to discover 4G-minded professionals and participate in 4G discussions. Ooredoo Event Updates and Job Offers are to keep LinkedIn members informed about Ooredoo 4G mobile devices, thus promoting Ooredoo the brand and helping find the right candidates to recruit when 4G-related demand picks up.

Twitter: Appropriate Twitter page branding is to be created. At a minimum, 2 tweets per day are to be published about, for instance, BlackBerry Q10. These are to include links leading to pages like Postpaid BlackBerry® Internet Service™ from Ooredoo, Prepaid BlackBerry® Internet Service™ from Ooredoo, BlackBerry devices from Ooredoo, BlackBerry Enterprise Solutions from Ooredoo, how-to tips (e.g., how to set up an email address on your BlackBerry Q10), BlackBerry Q10 page on Ooredoo eShop, device news such as BlackBerry BBM app coming soon for iPhone and Android, etc. Re-tweeting interesting 4G device news, incorporating hashtags and “following” credible sources is a good way to carve up a pool of quality, genuinely interested followers – evangelists willing to buy and market Ooredoo’s 4G devices.

YouTube: Because customers usually cannot try 4G devices online before deciding to buy one of them, having a video demonstrating them in action has digitally become a “must have” for Ooredoo when looking to maximise their sales. A video can communicate what a written script and a screengrab cannot: winding life through the 4G device advertised. It tells customers precisely what the 4G mobile device does with sound and picture in motion.

By showing a brief video of, for example, Galaxy S4 in action, people can view all the 4G handset main specs and get more excited about it. Also, videos usually get more shared, liked and commented on. The video is to be accompanied by a keyword-rich written description to replace it in case it doesn’t load and to boost search results. It also includes a link to the 4G device page on Ooredoo eShop.

From a competition perspective, Ooredoo’s online presence distinctiveness is mainly supported by its huge customer base and service portfolio compared with that of Vodafone Qatar.

Before Vodafone Qatar as a start-up switched on its mobile network in March 2009 (vodafone.qa, 2009), Ooredoo (then Qtel) had until that point been the only telecommunications player in the Qatari field, with a history dating back to 1949. While the wealthy state of Qatar offers Ooredoo strategic support (its chairman enjoys State Minister status), the UK’s Vodafone Group – highly experienced in digital marketing and regularly partnering with the likes of Google and Facebook – supports Vodafone Qatar. The Vodafone Group has an overall board control of Vodafone Qatar and has expressed confidence that there will be an opportunity to own a majority stake (currently 22.95%) in Vodafone Qatar in the future (telegeography.com, 2012).

Comparing ‘likes’ as an affinity measurement in their FB pages somehow illustrates how the main type of support each company receives affects its online offerings:

Vodafone Qatar has joined FB on 12 February 2010 and its page is followed by 217,036 fans as of 10 April 2013.

Ooredoo has joined FB on 21 March 2010 and its page is followed by 234,761 fans as of 10 April 2013.

Channel/Actor/Force Ooredoo (as of 10 April 2013) Vodafone Qatar (as of 10 April 2013)
1. Website Yes Yes
2. Mobile Website Yes Yes
3. Mobile Apps Yes Yes
4. SMS/MMS Yes Yes
5. Outbound Calling* Yes Yes
6. BBM Broadcast Yes Yes
7. IVR Yes Yes
8. On-Hold Messaging Yes Yes
9. Self-Service Machines Yes Yes
10. Social Profiles Yes Yes
FB 234,761 likes 217,036 likes
LinkedIn 12,521 followers 5,143 followers
Twitter 40,524 followers 16,497 followers
YouTube 67 subscribers (formerly 362 at Qtel’s YouTube Channel: www.youtube.com/user/OfficialQtelQatar) 288 subscribers
Foursquare 290 friends No official account
Instagram 3,315 followers No official account
Google+ 11 followers (formerly 154 at Qtel Qatar: https://plus.google.com/105714988094512647968 730 followers
Pinterest 3 followers No official account
11. Business Portals Profiles Yes Yes
12. Directory Listings Profiles Yes Yes
13. Search Less SEO-friendly More SEO-friendly
14. eMail Yes Yes
15. eTickets Yes No
16. eNewsletters Focused on loyalty programme members (ooredoo.qa, 2013) Open to all
17. In-Shop Plasma Screens Yes Yes
18. Pay TV Yes No

*Phone calling / messaging over networks – whether public switched telephone or internet protocol – involves use of digital channels. It is part of digital marketing (ft.com, n.d.)

Ooredoo’s way of implementing social media tools with Ooredoo Online Delivery Platform (OODP) has been a success.

Ever since Al Sayed’s conference announcing OODP launch with Masen Younes (senior manager in Ooredoo at the launch), the platform has been one of the most popular ones in Qatar, with thousands of unique visits every day and has been named as the Best e-Business website in the Arab World at The Arab e-Content Awards (part of the World Summit Awards) in 2009 (albawaba.com, 2011).

Chaffey et al. (2009, p. 217) maintain that there are 6 levels through which a company passes while developing its web presence, from Level 0 (no presence) to Level 5 (fully interactive one). Ooredoo OODP web component is at Level 4 in terms of online delivery. (interactive one supporting transactions, self-service and online help.)

Ooredoo.qa (until recently Qtel.qa)

  1. Info about Ooredoo;
  2. Products (e.g., devices), services (e.g., voice and data plans – packs, calculators, designing one’s tariff, etc.) offers, application forms and apps for both businesses and consumers;
  3. Online registration;
  4. Rewards programmes – Nojoom (enrolment) and Nokhba (invitation – for the more valued customers);
  5. Careers;
  6. Terms and conditions (e.g., Ooredoo website, services, loyalty programmes, etc.);
  7. Supply chain department site (eProcurement);
  8. Investor relations;
  9. Press releases;
  10. eShop, eTopUp and ePayments;
  11. Regulatory and Interconnect (ictQATAR);
  12. Privacy policy;
  13. Help tutorials;
  14. Customer care;
  15. Find us (locations of stores, self-service machines, online support and Ooredoo on FB, YouTube, Twitter and LinkedIn);
  16. Contact details and site map.

2.3                 Trend Identification Tools

The tools of Ericsson’s Service Delivery Platform enable Ooredoo to identify areas of customer interest and customise solutions to meet customer needs, such as mobile music and personalisation of customer phones with applications that give users easy access to social media channels (itp.net, 2010).

Trends are also to be cross-checked using the tools of existing social media management dashboard (HootSuite).

This enables quick modifying of the campaign offerings / timely corrective actions.

2.4                 Sales Promotional Activity

 

  • 4G mobile devices bought with post-paid mobile service: free, unlimited local calls, SMS and data for a whole month.
  • 4G mobile devices bought with pre-paid mobile service: 1000 units (1 unit = 1 minute of local calling or 1 SMS) and unlimited data to be used in a month.
  • Both tried and true.

2.5                 Guidance Given by Law

Article (55) of Qatar’s eCommerce Law (ictqatar.qa, 2010) stipulates that:

Where the electronic communication relates to an order to conclude a contract of

commercial nature, a service provider shall, prior to an order being placed, provide the consumer, in a clear and comprehensible manner, with the terms and conditions of the contract, including the following:

1. the technical steps required to conclude the contract.

2. information regarding the service provider.

3. a description of the main characteristics of the services or goods.

4. the prices of services and goods, and whether they are inclusive of tax and

delivery costs.

5. arrangements regarding payment, delivery and implementation.

6. the validity of the offer and the price.

7. whether the consumer has the right to cancel the order.

8. whether the contract will be stored or retained by the service provider, the  accessibility, storing, copying and retention of the contract by the consumer and the means for that.

All online campaigns are to indicate that “*Terms and conditions apply”.

Task Three

Monitoring: 1,318 words.

3.0                 Monitoring

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

3.1  Two Methods to Monitor Effectiveness of Online Campaigns

The Yin and Yang of MR

3.1.1 Quantitative: What can be clickable can be numerable

 

Quantitative Research

Part of monitoring the effectiveness of Ooredoo online campaigns is quantitative. Quantitative methods (e.g., Facebook questions) help measure variables (e.g., answer options) and analyse (usually via software) and produce (normally in the form of figures, charts and graphs) statistical data which themselves help draw conclusions about the status of variables under study, following the formulation of a hypothesis – an assumption about the (cause-effect) relations between variables or about the status of events (May, 2001). Some advantages of the quantitative approach are that it offers a larger coverage of the range of situations, is economical as a whole, fast, and more suitable when resources and time are restricted and when statistical results are being sought (Bullas, 2012; Zawawi, 2007). A quantitative methodology though regards social media users (and even some of their parts, such as attitude and memory) as separable from the social media platform used, and utilises highly structured research methods, and highly structured research methods predetermine the nature of resulting information (Coolican, 2004).

For example, Ooredoo’s 4-month Facebook campaign to market WaveApp – Ooredoo’s 4G coverage map app – has so far resulted in:

  • £24,000 in mobile phone service subscription + 4G devices sales directly from Facebook with total sales increase of over £64,000;
  • an increase in the Facebook like count by 5%;
  • Facebook fans growth by 3%;
  • rise in Ooredoo Facebook post shares by 2%;
  • 584 WaveApp downloads;
  • an expansion of the eMailing list by 3000 subscribers;
  • over 3000,000 impressions and more than 10,000 clicks through to WaveApp microsite; and
  • a sizeable percentage of users clicking on facebook ads to later convert through another channel – especially Google Play.

3.1.2 Qualitative: What can be posted can be textual, audio or visual

 

Qualitative Research

The other part of monitoring the effectiveness of Ooredoo online campaigns is qualitative. The stronghold of qualitative methodology is the notion that monitoring can lead to different or ‘multiple realities’ and comprises many social viewpoints (Denzin and Lincoln, 2008).  Followers of this paradigm in general believe that (a) society does not have a fixed structure, whether hidden or not; (b) the social world is formed by the interactions of people (Flick, 2006). The main merits of qualitative approach include: the online customers’ use of their own words to describe themselves, the resulting data have more depth and greater richness of context and providing access to the meanings that govern human actions (Aaker et al., 2001). Nevertheless, many managers and policy makers have generally sensed that qualitative methods, particularly those employing an interpretivist perspective, have not offered clearly demarcated solutions; rather, they have provided an excessively complex analysis of issues (Nisbet, 2000).

The qualitative part is key in understanding social media marketing (Cvijikj and Michahelles, 2011).

Big Data (clicks quantified) needs Deep Data (posts qualified) to address the blurring boundary and ultimately form new social science tackling new social media in the digital age (Salmons, 2012).

For instance, the main tweet topics, from most engaging to least, are WaveApp downloading; its price (free); Ooredoo the brand; Vodafone Qatar the brand, WaveApp contest and Qatar.

Tweet categories, as they relate to the intention behind posting, are mainly requests; suggestions; praise; complaints, sharing and affect expression. Customers have also been

  • smiling in English :) and Arabic (:
  • *sigh*ing to know about the WaveApp
  • wowing the existence of such app for 4G coverage mapping
  • capitalising letters, repeating vocals and punctuation marks, e.g. OOREDOOOO ROCKS!!!

3.2  Two Tools to Monitor Effectiveness of Online Campaigns

 

Delivery Platforms

 

 

 Adapted observation spreadsheet – Michael Thompson’s Cracking Social Media

The choice of monitoring tools to analyse campaign results is largely dependant on the Key Performance Indicators (KPIs) to be measured (Chaffey, 2013). M.WaveApp.qa is monitored via Google Analytics. WaveAppBlog.qa is monitored through WordPress built-in statistics tool.

M.WaveApp.qa as a microsite is monitored via Google Analytics tool because the tool can tell:

  • Number of WaveApp downloads: 20,026
  • M.WaveApp.qa unique visitors (number of people coming to m.WaveApp.qa in 4 months): 200,005

Both metrics are sharply defined and important in monitoring microsites of similar kind (Mortensen, 2009).

WaveAppBlog.qa blog is monitored through WordPress statistics tool as the tool is built-in and highlights what is interesting to Ooredoo digital personnel:

  • Views (when a visitor loads or reloads a page): 320,107.
  • Views by country: Qatar ranks first. Next comes the UK.
  • Views as referrers (when a visitor of another site clicks a link and lands on a URL of WaveAppBlog.qa): Most of these come from the ad banner in WaveApp, m.WaveApp.qa and Twitter.
  • Visitors (a user or browser for the first time in 4 months): 156,003.
  • Top posts (servings of content listed by time on WaveAppBlog.qa front page and receiving most views): WaveApp contest posts.
  • Top pages (pages with static content receiving most views): About and Contact pages.
  • Search engine terms (words people use through search engines – e.g., Google, Yahoo! and Bing – to find posts and pages on WaveAppBlog.qa): Top ones are Ooredoo, 4G, coverage, app and contest.
  • Clicks (external links appearing on WaveAppBlog.qa and clicked by its readers): M.WaveApp.qa.
  • Followers (number of readers receiving an eMailed notification whenever a post is published on WaveAppBlog.qa): 50,000
  • Shares, rebloggings, likes, and comments.

Textual, audio and visual comments are analysed and recorded by 3 members of the social media team using a quantitative-and-qualitative observation spreadsheet. Existing text analytics software is used if the number of comments is too big to be timely handled.

3.3  Three Reasons for Measuring Digital Marketing Campaigns

 

 Measuring Digital Marketing Campaigns

  1. Objectives are being met: One of the digital marketing objectives – the conversion one – is to get WaveApp downloaded 20,000 times by end of the four months. If measurement shows that by the third month WaveApp downloading is not picking up, a sales promotional activity such as the following can be introduced as a timely corrective action:
  • 4G mobile devices bought with post-paid mobile service: free, unlimited local calls, SMS and data for a whole month.
  • 4G mobile devices bought with pre-paid mobile service: 1000 units (1 unit = 1 minute of local calling or 1 SMS) and unlimited data to be used in a month.
  1. Which channel is effective in doing what: While Facebook has brought many visitors to m.WaveApp.qa, Pinterest has brought more WaveApp downloaders than any other channel (as a percentage of unique visitors).
  2. Understand specific segment behaviour and which channel they prefer to engage with what message: Young Qataris (14-25) seem to prefer tweeting on WaveApp key milestones (pauleycreative.co.uk, n.d.)

 

3.4  Six Techniques that Could be Used to Improve User Experience & Conversions

 

Improving User Experience and Conversions

  • Free calltime, texting and data for WaveApp downloaders for a period.
  • Adding users review to M.WaveApp.qa (Child, 2006).
  • Taking social media integration on M.WaveApp.qa & WaveAppBlog.qa beyond a ‘share this’ button (Boag, 2012).
  • M.WaveApp.qa & WaveAppBlog.qa compatibility with more browsers from a design perspective.
  • WaveApp version for more mobile platforms.
  • Taking into consideration user comments when publishing new posts on WaveAppBlog.qa.

3.5  One Effective Way for Presenting Campaigns Results

 

The Bottom Line

Showing the bottom line doesn’t always feel comfortable. Or does it?

Even the nicest-looking presentation of campaign results means nothing if the Return on Investment (ROI) is negative.

Yet ROI, marketeers sure-fire way of most-effectively presenting their contribution to the bottom line, remains hard to quantify in the digital era (Gunelius, 2012):

  1. Return on Impression – Eyeballs: How many times a marketing material is seen (Google Analytics and HootSuite custom social analytics).
  2. Return on Impression – Perceptions: How consumers perceive Ooredoo as a brand (Google Trends).
  3. Return on Opportunity: The indirect marketing potential of WaveApp campaigns (sales of 4G mobile devices + 4G mobile phone service subscriptions).
  4. Return on Engagement: The digital conversations, sharing and word-of-mouth marketing can make or break WaveApp campaigns, Ooredoo as a brand, and/or Ooredoo (HootSuite).
  5. Return on Objectives: Measurable KPIs, determining cost per conversion and value per conversion (Sherrett, 2008). Tools used here include Google Analytics + HootSuite + WordPress built-in statistics.
  6. Monetary Return on Investment: If WaveApp campaigns cost = £ 300,000 and revenues of 4G devices and subscriptions = £ 433,675; then

ROI = (433,675 – 300,000) / 300,000 ≈ 44.5%.

Or more (Alves, 2012).

 

 

 

 

 

 

4.0                 Appendix 

Organisation Overview                        

Ooredoo www.ooredoo.qa (until recently known as Qtelshort for Qatar Telecom) is the largest telecommunications company in Qatar (Delmar-Morgan, 2013). Its offers include fixed, mobile, satellite, digital and fibre services for consumers and businesses. Ooredoo is also the ultimate parent company of the Ooredoo Group. The Group operates differently-branded companies in which Ooredoo has a controlling interest. These companies are now all being re-branded as Ooredoo (reuters.com, 2013). Ooredoo continues to fiercely expand the Group mainly through acquisitions (Shahine, 2013).

 

 

Company Vision

Enriching people’s lives as a leading international communications company (ooredoo.qa, 2013)

Company Description

  • The Ooredoo Group is an international mobile and fixed telecommunications operator mainly operating in Qatar, Kuwait, Indonesia, Tunisia, Iraq, Oman and Algeria (insideview.com, n.d.)
  • One of the fastest-growing telecommunications firms in the world by revenue mainly because of diversification and continuous growth in broadband services and mobile data (investegate.co.uk, 2013)
  • About:

– Customer base of over 91 million

– Revenue in QAR: 34.13bn

– Net income in QAR: 3.11bn

– Employees: 1.83k

– Incorporated in 1987 and listed on the Qatar Exchange (Doha Securities Market)   in 1998 (ft.com, n.d.)

  • Strategic support from the Qatari government (Hall, 2013)

 

 

Company Ownership Profile (ooredoo.qa, 2013)

Others
Abu Dhabi Inv. Auth.
21%
10%

Other Qatari

government

related

entities

17%

State of Qatar

52%

 

 

 

 

 

 

Focus

  • Three business lines – consumer broadband, consumer mobile, and corporate managed services
  • Three geographies – Middle East, North Africa and Asia Pacific (reuters.com, n.d.)

Worldwide Presence (ooredoo.qa, 2013)

Wireless
Wireless and Wireline

Qatar

 

 

 

 

 

 

 

 

 

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