E-Commerce

Digital Marketing Strategy

E-Commerce In Saudi Arabia
Let’s Start with some facts about the E-commerce industry in Saudi Arabia:

• Number of e-commerce users in Saudi Arabia has reached to 12.5 million.

• The average user spends 2,317 SAR online. “Expected 2,405 by 2020”.
• 50% of online shoppers are between the age group of 25 to 34.
• About 85% of all payments in Saudi Arabia are COD.
• Saudi Arabia is considered to be the second largest global market for spam e-mail.
• Online fashion market in Saudi Arabia is expected to increase by 20.2% in next five years.

Forbes
Why consumers shop online?
Why consumers don’t shop online?
Saudi Market Online:
The consumer decision journey

The below diagram briefly shows In the traditional funnel metaphor, consumers start with a set of potential brands
and methodically reduce that number to make a purchase.:

Awareness Familiarity Consideration Purchase Loyality

Methodology
My strategy will be inspired from the consumer behavior itself, So we will go through 3 phases in our
launching:

Consideration Loyalty
Awareness
 Phase One

AWARENESS
Duration: 3 Months

During this phase we need people to know about our new baby brand. recognize our name, logo , music and create
the motivation to download the Application and try it out and also visit the website. This can be through the
following:

- Define our strength points and value proposition

- Brainstorming a brilliant teaser campaign idea for 10 days to make people ask before the launching date.
- Using of popular Influencers.
- Produce a professional Ad.
- Produce a song with popular respectful artist. I have options
- Heavy awareness snapchat campaign.
- Create special filter - direct sales with snapchat
- Create national snapchat campaign – Direct sales with Snapchat
- Heavy YouTube bumper ads campaign.
- YouTube Trending video for 24 hours – Direct sales with Google
- Twitter Awareness Campaign.
- Twitter trending hashtag for 24 hours – Direct sales with Twitter
- Twitter Competitions
- App Downloads Campaigns
- Offers for referrals
- Promotions and special gifts for most engaged people
- Setup analytics and retargeting.

- We can use Google Ads but it’s not priority in this phase, it will be considered an awareness.
Platforms
 Budget
Total Budget for This phase 1M $
Mobile 70% - Website 30%

CPC= 0.50 – 1 SAR ECPSU = 0.07 – 0.40 USD Facebook included 25% Search – UAC
CPM= 3 - 5 SAR ECPM= 1.6 - 2 USD
CTR= 6% and Up ECPV= 0.03 USD CPC = 1 SAR CPC= 0.20 – 0.60 SAR
CPV= 0.15 SAR CPM= 1.50 - 3 SAR CPM= 1.50 - 2 SAR
CPD= 5 – 10 SAR Estimated Impressions: 250 M CPV= 0.15 SAR CPV= 0.10 SAR
Budget: 300,000 USD CTR= 10% CTR= 5%
Estimated Impressions: 130 CPD= 3 - 7 SAR CPD= 2 - 5 SAR
M Cost/Conv= 2 SAR
Budget: 150,000 USD Estimated Impressions: 150 ROAS= Value per user needed
M ROI= 100% Sales Increase
Budget: 150,000 USD
Estimated Impressions: 200 M
Budget: 100,000 USD
 Budget
Total Budget for This phase 1M $

CPC= 0.20 – 0.60 SAR Media Production:

CPM ”Bumper”= 10 - 15S AR Estimated Impressions: 50 M
Budget: 100,000 USD 50,000 USD
Estimated Impressions: 100 To be discussed, not
M Views included.
Budget: 200,000 USD
 Phase Two

CONSIDERATION
Duration: After Awareness till end of the year (9 Months)

During this phase we need people to consider our brand, builds a relationship and focus on online sales tools to
increase sales and brand positioning:

- Using the remarketing list that we already gathered from the last phase.
- Start Google Search campaign.
- Start Google display campaign.
- Start google shopping campaign.
- Provide affiliate service with attractive commission.
- Continue snapchat and YouTube Ads.
- Promote the hot deals and the special offers.
- Remarketing again.
- We can customize brilliant campaigns with new technology like augmented reality.
- Launch online loyalty program.
- Start Email campaigns, Newsletters and latest offers
- Remarketing one more time.
- Universal App Campaigns.
- Start specialized campaigns based on the data available.
More Focus
We can focus more on these during consideration phase

SEO & Emails Remarketing & Affiliate

Start Remarketing campaign for

Use SEO tactics to enhance our the list we gathered during the
ranking for better Ad prices and awareness phase and release our
CTR. offers in the regional affiliate
And also start Emails Campaign websites.
Platforms
 Budget
Total Budget for This phase 2M $
Mobile 70% - Website 30%

CPC= 0.50 – 1 SAR ECPSU = 0.07 – 0.40 USD Facebook included 25% Search – UAC
CPM= 3 - 5 SAR ECPM= 1.6 - 2 USD
CTR= 6% and Up ECPV= 0.03 USD CPC = 1 SAR CPC= 0.20 – 0.60 SAR
CPV= 0.15 SAR CPM= 1.50 - 3 SAR CPM= 1.50 - 2 SAR
CPD= 5 – 10 SAR Estimated Impressions: 450 M CPV= 0.15 SAR CPV= 0.10 SAR
Budget: 500,000 USD CTR= 10% CTR= 5%
Estimated Impressions: 270 CPD= 3 - 7 SAR CPD= 2 - 5 SAR
M Cost/Conv= 2 SAR
Budget: 300,000 USD Estimated Impressions: 300 ROAS= Value per user needed
M ROI= 70% Sales Increase
Budget: 300,000 USD
Estimated Impressions: 600 M
Budget: 350,000 USD
 Budget
Total Budget for This phase 2M $

CPC= 0.20 – 0.60 SAR

CPM ”Bumper”= 10 - 15S AR Estimated Impressions: 100 M
Budget: 200,000 USD
Estimated Impressions: 250
M Views
Budget: 350,000 USD
Phase Three

LOYALTY
Duration: Since the first day (12 Months)

During this phase, we need people to be part of our culture, to share the mutual respect, to be the first option for
our customers and to make them spread the good word of mouth

- Replying to social media comments and messages within minutes.

- Easy and systematic way to handle the complaints and the angry customers. “We are caring”
- Using funny and friendly language with customers.
- Encourage people to write reviews and recommendations.
- Launch gifts service that people can send to each other.
- Ensure that we provide respectful service in comparison to our competitors.
- Try to increase the time people spend on our website or applications.
- Respect the Saudi culture and traditions.
- Enhance the UX and the UI of the platforms to make it easy for users.
Platforms
MONITORING
Monitoring
Review, Evaluation, and Changes (Monthly)

The purpose is to evaluate the approach used and the results achieved in the past period relevant
to the registrations made via each channel and how to proceed with the strategy in the following
period:

• Total number of followers increase on all platforms

• Campaigns Analysis
• Revise the average interactions cost
• Total reach and impressions via promoted posts
• Analyze customer behavior
• Working with finance to accurately measure the ROI
Thank You!