Digital Marketing Strategy /
Fatima Ahmed Alhayki
201000366
  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 BatelcoTelecommunication 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 puzzlesand providing rewards. Moreover, this project recommended improvingmenatelecom’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.

  1. 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. Fornavigation 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 Account which allows the user to register in their online services. No sign up forms just a sign in or login pageand the user have to call for help and it is a long process that consumes time and effort. / 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 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. Itopens 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 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. / Simple to use and the visitor will get the key information quickly. For the blink test the visitor will know the name of Batelco and their business nature, easyto 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 currently the most effective engine used in Bahrain. / 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.
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’swebsite

  1. 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 asfixed 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’sretention 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, orfocus 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.

  1. 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.

Facebook

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.

Instagram