Bahrain Polytechnic Bachelor of Web Media Marketing Analysis Report WM7007 Web Marketing Ahmed Hazeem 201701716 1 Table of Contents 1 Introduction ....................................................................................................................... 3 2 Customer Value Proposition ......................................................................................... 4 3 SMART Objective ............................................................................................................. 6 4 PPC Advertising ............................................................................................................... 9 5 Email Marketing .............................................................................................................. 11 6 Digital SWOT Analysis .................................................................................................. 14 7 Website Analysis ............................................................................................................. 17 8 Video Marketing Campaign ....................................................................................... 20 9 References ....................................................................................................................... 22 2 1 Introduction It’s of no surprise that online food delivery platforms have seen a stealth growth in their popularity and adoption rates in the past decade alone, transforming the already-prevailing global food industry as millions of customers continue to prove their susceptibility for the convenience of having meals delivered to one’s doorstep in the tap of a button. With that comes the propensity for vigorous competition, especially in the GCC market, where the emergence of Talabat in 2004 has since propelled a multitude of online marketplace and ordering platforms competing to dominate the industry. Founded in Kuwait and expanding to the rest of the Gulf countries and Jordan, Talabat is an online ordering application that primarily provides a plethora of delivery services for food, groceries and flowers. Its platform caters for both businesses to list their restaurants on, as well as customers that are seeking the convenience of ordering online. Their aim is to bridge the communication gap that comes with traditional modes of food delivery, as well as providing a prestigious customer experience and be the region’s leader in delivery services for existing small or large businesses, with the advantage of serving the community by giving the opportunity to expand their reach through Talabat’s applications and website. 3 2 Customer Value Proposition Figure 2.1. Talabat Bahrain’s official website (landing page). Diving into the homepage of the company’s website, it features pertinent, easily digestible information that reflects the brand and its values along with multiple calls to action right from the start of the page—still being above the fold. Talabat runs on a unique Business-To-Many (B2M) business model that many modern firms are fast adopting, which essentially allows them to focus their marketing efforts not only towards businesses or consumers at once, but to both concurrently, hence their ‘Become a partner’ link. This makes their customer value proposition (CVP) even more unique, as they have to prove their value to both segments of their target. Talabat explicitly outlines their CVP centrally on their homepage, with the heading reading “Your everyday, right away.” Communicating directly to the user, the brand aims to build a relationship with their customer and be a complement to their daily life. For a customer, this implies that they strive to be their first and only choice—their ‘one-stop shop’—when it comes to ordering 4 their essentials online. For a business, they propose a life-long partnership that helps in growing their business by providing an accessible platform to list their business on to, enabling them to reach a larger audience. Loyalty is an integral part of this proposition, as Talabat seeks to maintain its customer base by the provision of its memorable service, as opposed to just being a one-time service that their customer would eventually forget about. ‘Right away’ also signifies the speed and reliability of their service, not only promising quick turnarounds every time, but also assuring their customer of a convenient and perpetually unfading experience. Being a multi-platform application, two download buttons are provided for their iOS and Android apps respectively right below the hero section as the call to action, communicating with the user; bringing about the impression of the platform being readily available everywhere, not having to worry about compatibility, ultimately for the convenience of the consumer. 5 3 SMART Objective Through the close inspection of the website and Talabat’s customer value proposition, it is evident that Talabat seeks to grow its customer base and maintain the loyalty of its existing ones. An appropriate SMART objective for Talabat would be to carry out a digital marketing campaign that is able to successfully attract and reach 5,000 daily users by the end of the ongoing year. SMART objectives is an acronym consisting of 5 main subdivisions: being Specific, Measurable, Achievable, Relevant and Time-bound. Specific Being specific denotes that the objective is able to answer the 5 ‘W’s: • Who, focuses on who has to be engaged in attaining the objective so that the responsibilities and tasks are clearly divided, to show who is in charge of the aspects that are responsible for the objective being carried out. In Talabat’s case, it is the Digital marketing team that is the main involved functional group in attaining said objective. • What, which refers to the exact endgame that is being sought from pursuing this objective. Talabat is attempting to increase its customer base in Bahrain as well as increase the amount of transactions held on its platform in order to gain a larger portion of the market share in online food delivery services. This is the case due mainly to the fierce competition that is present in the Bahraini market, as well as the great returns market domination holds for the delivery service that is able to achieve that. • When, refers to being bound by a time frame as it is essential for evaluating the success or failure of any tactic or strategy. Knowing the time factor of the objective allows for expectations and measurements to be realistic as to when the results will actually begin to be reflected, with the expectation of time delays being common especially when it comes to marketing and advertisement. 6 This will be elaborated further on under the Time-bound subsection. In this case, the time frame could be six months since the start of the campaign. • Where, which is not always an essential part of SMART objectives especially because of the fact that digital marketing does not take place in any specific location, though the targeted market could also count as a specific location. This means that, in the case of Talabat’s customer base expansion goal, the ‘where’ is defined as the current target market being deliberated i.e. Bahrain. • Why, stands for the reason for why the objective is formulated and what is being pursued form the results of said objective. For Talabat, the objective of customer base expansion was set in place in order to achieve a higher long-term goal of being the universal food and groceries online delivery service in Bahrain and the region. This stems from the idea that market domination and having the largest reach would allow the company a higher bargaining power, and a more sustainable future in the market. Measurable Ensuring the objective is measurable includes the case wherein results can be turned into values or categories that can further relay more information. Simply put; the more quantifiable the results, the more useful an objective is. Many ways exist to measure an objective's outcomes depending on each objective and the function it relates to. Key performance indicators are essential in the process of measuring the objective's success. In this case, the objective formulated can be best measured through employing the ‘client retention rate’ as the major key performance indicator for this digital marketing campaign. Achievable The constructed goal should be achievable in the sense that it is realistic and grounded in the circumstances and factors that the company exists in. It is important to note and plan for all the steps that the organisation has to take in order to make their objective within reach, as some objectives can be made 7 attainable whilst not directly being achievable when the necessary contingency plans are put into place. In order to achieve these objectives, it may be necessary to cultivate new skills and changing mindsets. For Talabat, the total population of possible users in Bahrain is a factor to be taken into consideration in addition to cultural norms in terms of grocery shopping and food. Relevant Relevance simply implies that the goal should be in line with the organisation’s broader goals and more importantly its mission and vision. An objective that does not take advantage of or aims to build on the companies’ competencies would not be relevant to the path the company is taking. Time-bound Being time-bound refers to being limited by a time frame, as well as having a set timeline for sub-objectives that work to achieve the main goal. The success or failure of an objective is directly related to a realistic deadline