Etisalat, the largest telecommunications corporation in the GCC, has revolutionized its marketing approach by implementing a data-driven strategy. This innovative approach, combined with customer segmentation and competitive analysis, has propelled Etisalat to remarkable success in the telecom industry. By leveraging cutting-edge digital marketing trends and techniques, Etisalat has achieved significant milestones in brand awareness, customer engagement, and business growth.
The Background of Etisalat and the Smiles App
Etisalat’s journey towards success can be traced back to its commitment to understanding its target audience and their evolving needs. By conducting thorough research and analysis, Etisalat identified the potential for a mobile app called Smiles, which offers exclusive deals, discounts, and rewards to customers.
Benefits of the Smiles App
The Smiles app quickly gained traction due to its appealing benefits. Etisalat’s data-driven approach to marketing led to a 35% increase in app sales and a 24% increase in app engagement. Users were drawn to the personalized offers and rewards available through the app, enhancing their loyalty and engagement with Etisalat.
Marketing Campaign Approach
Etisalat embarked on an innovative marketing campaign to maximize the potential of the Smiles app. This campaign focused on brand awareness, favorability, and purchase intent. By embracing social media marketing strategies and targeted ads, Etisalat ensured that the campaign reached the right audience at the right time, resulting in impressive outcomes.
Innovative Approach to Marketing
Etisalat understood the significance of staying ahead of the competition in the ever-evolving digital landscape. By partnering with AIM Technologies, Etisalat gained access to AI analytics solutions that provided actionable insights into customer sentiments and preferences. This collaboration enabled Etisalat to continuously improve its products and services, ultimately enhancing the customer experience.
Benefits of the Innovative Approach
Etisalat’s commitment to innovation and data-driven marketing techniques has reaped numerous benefits. The campaign featuring highly targeted ads saw enhanced targeting and personalization, increased relevance, improved engagement and response rates, higher click-through and conversion rates, optimized budget allocation, and maximized return on investment.
Results of the Innovative Campaign
The results of the innovative campaign for the Smiles app were remarkable. Etisalat achieved a 10.8% increase in brand awareness, a 12.3% boost in favorability, and a 10.7% rise in purchase intent. Furthermore, there was a 35% increase in the Smiles app acquisition rate and a significant 24% surge in monthly active users.
Leveraging Social Listening for Business Growth
Etisalat recognized the importance of social listening in driving business growth. By collaborating with AIM Technologies, Etisalat gained valuable insights into customer trends, patterns, and pain points. This collaboration allowed Etisalat to adapt its marketing strategies to meet customer expectations, ensuring continued growth and success.
AIM Technologies: Unlocking Actionable Insights
The partnership with AIM Technologies proved pivotal in Etisalat’s marketing success. The utilization of AI analytics solutions empowered Etisalat to gain deeper insights into customer preferences, enabling the company to enhance its products, services, and communication strategies.
Ditching Tradition for Innovation
Etisalat’s success can be attributed to its willingness to embrace innovation and depart from traditional marketing approaches. By leveraging data-driven insights and constantly adapting to changing market dynamics, Etisalat has cemented its position as a leader in the telecommunications industry.
Data-Driven Bumper Campaign Boosts Business and Media Results
Data-driven marketing has proven to be a game-changer for Etisalat. By utilizing actionable insights and analytics, Etisalat has gained a deep understanding of customer preferences and trends. This knowledge has enabled the company to launch highly targeted marketing campaigns that optimize customer acquisition, improve customer retention, and deliver personalized customer experiences.
Conclusion
Etisalat’s data-driven marketing approach, combined with customer segmentation, competitive analysis, and innovative collaborations, has catapulted the company to new heights. By embracing cutting-edge digital marketing trends, leveraging AI analytics solutions, and staying attuned to customer needs, Etisalat has achieved remarkable success in the telecom industry. As the company continues to innovate and adapt to the ever-changing landscape, Etisalat is well-positioned to maintain its leadership and shape the future of telecommunications.
Key Takeaways:
- Etisalat’s data-driven marketing strategy resulted in a significant increase in app sales and app engagement for the Smiles app.
- The innovative marketing campaign led to a rise in brand awareness, favorability, and purchase intent.
- Social listening efforts, in collaboration with AIM Technologies, helped drive business growth by identifying customer trends and pain points.
- Data-driven marketing provides valuable insights into customer preferences and trends, enhancing the effectiveness of marketing campaigns.
- Etisalat’s success is rooted in its commitment to innovation, customer segmentation, and data-driven marketing techniques.
The Background of Etisalat and the Smiles App
Etisalat, the largest telecommunications corporation in the GCC, serves 11.6 million users in the UAE, showcasing its substantial market reach. With a diverse client base of 300,000 large, medium, and small enterprises, as well as government users, Etisalat has established itself as a leading player in the telecommunications industry.
In 2017, Etisalat launched the Smiles app as a loyalty program, offering exclusive deals and rewards to its customers. The app quickly gained popularity, and with its innovative technologies and attractive offerings, it witnessed a 35% increase in sales. App engagement also saw a notable boost of 24%, indicating a higher level of user interaction and retention.
In order to further capitalize on the success of the Smiles app, Etisalat aimed to take a more strategic approach to its marketing campaign. Traditionally, the company had promoted the app through YouTube videos, but with the help of Google’s data-driven insights and targeting techniques, they sought to increase app acquisition and sustain user interest.
Benefits of the Smiles App
The Smiles app has revolutionized the way people in the UAE shop, dine, and experience entertainment. With over two million self-enrolled members, it has become a go-to platform for anyone looking for exclusive deals and discounts. One of the app’s most popular offerings is its buy-one-get-one-free deals, available at approximately 10,000 restaurants in Dubai. This feature allows users to enjoy their favorite meals while saving money.
But the Smiles app is not just limited to dining. It offers a wide selection of categories, including entertainment, shopping, wellness, and travel. Users can explore diverse discounts and discover new experiences at their fingertips. Whether it’s booking travel tickets, visiting theme parks, or enjoying a movie night, the Smiles app has it all.
What sets the Smiles app apart is its convenience and accessibility. With multiple payment options, including credit cards, debit cards, GooglePay, and ApplePay, users can choose their preferred method for seamless transactions. The app also goes beyond groceries and food, providing services like salon bookings and house help service, catering to the diverse needs of its users.
The success of the Smiles app is attributed to its affordability and user-friendly interface. It caters to both ordinary and substantial people in the UAE, offering savings and enhancing lifestyles affordably. With over 600+ grocery retailers available on the app, users can easily order various items from the comfort of their own homes.
In celebration of the recent acquisition of elGrocer, the Smiles app is offering exclusive discounts of up to 50% off on online groceries. This collaboration aims to bring enhanced access, value, and innovation to UAE consumers. With over 7,000 outlets in the UAE, members of the Smiles app can enjoy convenient online food delivery, lifestyle deals, and the ability to earn and redeem points.
The Smiles app has truly transformed the way people in the UAE shop and experience life. Its wide range of benefits and offerings make it a must-have for anyone looking for convenience, savings, and an enhanced customer experience.
Marketing Campaign Approach
Etisalat Misr’s marketing campaigns for the Smiles app were strategically designed to maximize impact and engagement. With a targeted messaging approach, the company effectively reached its audience through various channels, ensuring widespread visibility and resonance.
The strategic marketing approach adopted by Etisalat Misr prioritized personalization and continuous optimization. By leveraging customer insights and data analytics, the company tailored its marketing campaigns to address the specific needs and preferences of individual customers. This personalization not only enhanced the relevance of the messaging but also increased the likelihood of conversions.
Furthermore, Etisalat Misr continuously optimized its marketing campaigns based on real-time feedback and data analysis. By closely monitoring campaign performance and making data-driven adjustments, the company ensured that its messages were continuously refined for maximum effectiveness. This approach enabled Etisalat Misr to achieve higher engagement rates and more impactful outcomes.
Implementing the Teradata Integrated Marketing Cloud was a pivotal step for Etisalat Misr. Prior to its implementation, marketing campaigns contributed to 1.5% of the company’s revenue. However, within one year of implementation, this contribution increased to 3.5%. Two years later, marketing campaigns accounted for 7% of the corporate revenue, reflecting the success and growth of Etisalat Misr’s strategic marketing approach.
In addition to revenue growth, the implementation of the Teradata Integrated Marketing Cloud also had a profound impact on customer acquisition and retention. Over the course of three years, Etisalat Misr doubled its customer base from 15 to 35 million. Furthermore, the company witnessed a significant decrease in churn, with the retention rate improving from 12% to just 8%.
| Statistic | Change from Q1 2018 to Q3 2019 |
|---|---|
| Display In-View Rate | Increased by 11% |
| Video Display eVCPM | Reduced by 21% |
| Display eVCPM | Reduced by 40% |
| Display IVT | Decreased by 36% |
| Display Brand Safety | Increased by 2% |
| Universal Interaction Time | Increased by 44% |
| Universal Interaction Rate | Increased by 69% |
| Average Page Dwell Time | Increased by 18% |
Innovative Approach to Marketing
Etisalat, in collaboration with Initiative Media and Google BrandLab, adopted a forward-thinking and innovative launch plan for their Smiles app. This strategic endeavor was driven by data-driven insights and aimed to revolutionize their marketing campaign. By harnessing the power of technology and consumer data, Etisalat formulated a unique and highly tailored approach to reach their target audience.
The key to Etisalat’s innovative marketing approach was the development of 3,600 dynamic creatives in just 7 days. These creatives were designed to cater to various audience segments and were derived from six raw assets. Through automation, ads were able to go live within three weeks of inception, ensuring a timely and targeted campaign.
Utilizing Google Signals, Etisalat successfully segmented their audiences based on interest and location. This allowed them to deliver personalized and real-time creatives, maximizing the potential to attract potential customers. By continuously assessing the performance of their creatives throughout the campaign, Etisalat was able to make data-driven adjustments and optimize their reach.
The innovative launch plan also included a test-and-trial phase, which enabled Etisalat to build a library of creative best practices. This approach not only ensured the success of the Smiles app-launch campaign, resulting in a significant 35% increase in app sales, but also led to a boost in app engagement by 24%.
Etisalat’s commitment to an innovative marketing strategy paid off with impressive results. The strategic approach led to a remarkable 10.8% lift in brand awareness and a 12.3% increase in brand favorability. Moreover, purchase intent grew by 10.7% following the implementation of the data-driven campaign, affirming the effectiveness of this approach.
Innovative Marketing Highlights:
- 3.5X increase in lead generation
- 54% rise in click-through rate in just two months
- 20% drop in cost per lead
- 3,600 dynamic creatives designed in 7 days
- 70% of campaign performance driven by campaign creatives
- Automation enabled ads to go live within three weeks of inception
- Segmented audiences by interest and location using Google Signals
- Real-time personalized creatives to attract potential customers
- Continuous assessment of creative performance throughout the campaign
- Test-and-trial phase allowed the build-up of a library of creative best practices
Etisalat’s innovative marketing approach has solidified their position as a leading telecom provider. With a market value of $20 billion and annual revenues of $8.7 billion, Etisalat has experienced exponential growth over the years, serving 11.6 million users and 300,000 enterprises and government users in the UAE. Their commitment to innovative strategies ensures their continued success in the highly competitive telecommunications industry.
Benefits of the Innovative Approach
Etisalat’s innovative approach to marketing has revolutionized the way they engage with their target audience, resulting in a myriad of benefits and business successes. By leveraging cutting-edge technologies and data-driven strategies, Etisalat has achieved enhanced targeting, personalization, and increased relevance in their marketing campaigns.
One of the key advantages of this innovative approach is improved engagement. Through the use of advanced analytics and customer insights, Etisalat is able to deliver highly tailored and relevant content to their audience, capturing their attention and driving meaningful interactions. This has led to higher click-through rates, as well as increased customer satisfaction and loyalty.
The innovative approach also has a significant impact on conversion rates. By delivering personalized and targeted marketing messages, Etisalat is able to effectively communicate the value proposition of their products and services, enticing customers to take action. This results in a higher conversion rate, ultimately translating into tangible business outcomes.
Optimized Budget Allocation and Maximized ROI
One of the most notable benefits of the innovative approach is optimized budget allocation. By leveraging advanced analytics and predictive modeling, Etisalat is able to allocate their marketing budget more effectively, focusing on channels and strategies that deliver the highest return on investment (ROI). This not only maximizes the impact of their marketing efforts but also ensures efficient resource allocation and cost management.
Speaking of ROI, the innovative approach has proven to be highly effective in maximizing returns. Through enhanced targeting, personalization, and increased relevance, Etisalat is able to generate higher engagement and conversion rates, ultimately leading to improved financial performance. This is evident in their impressive revenue growth and solid EBITDA margin, showcasing the tangible benefits of their innovative marketing strategy.
Results of the Innovative Campaign
The innovative campaign for the Smiles app, which included the development of 3,600 dynamic creatives in just 7 days, delivered impressive results for Etisalat. This unique approach to marketing not only generated a 35% increase in app sales but also led to a significant 24% boost in app engagement.
Furthermore, the campaign achieved substantial improvements in brand awareness, favorability, and purchase intent. Through real-time, personalized creatives delivered to potential customers, the Smiles app gained a 10.8% lift in brand awareness, a 12.3% increase in favorability, and a remarkable 10.7% rise in purchase intent.
The success of the innovative campaign can be attributed to the effectiveness of the dynamic creatives, which played a crucial role in driving app engagement and sales. In fact, 70% of the campaign’s performance can be attributed to the creative elements developed by Ad-lib.
Automation technology played a significant role in this process, saving several months in manual design time and allowing the ads to go live within just three weeks of their inception. By leveraging the power of automation, Etisalat was able to create multi-format ads across different categories, such as Etisalat UAE’s eLife offerings, sports fans, internet bandwidth and location, and movie lovers.
Key Metrics
The campaign’s success can be further validated by key metrics that showcase its impact. The innovative approach resulted in a 3.5X increase in lead generation, a significant 54% rise in click-through rate in just two months, and a remarkable 20% drop in cost per lead.
Throughout the campaign, Etisalat assessed the performance of the creative elements, gaining valuable content performance insights. These insights included effective calls to action, the number of images per frame, the responsiveness of the audience, and the best day of the week to serve ads. This test-and-trial phase built a library of creative best practices, contributing to the overall success of the campaign and driving positive results.
Overall, the results of the innovative campaign for the Smiles app demonstrate the power of creative marketing strategies in increasing app sales, improving brand awareness, favorability, and purchase intent. By leveraging automation and developing dynamic creatives, Etisalat was able to deliver a highly engaging and successful marketing campaign.
Leveraging Social Listening for Business Growth
In today’s digital age, businesses worldwide are realizing the immense value of social listening in driving growth and success. By understanding customer sentiments, preferences, and industry trends, companies can adapt their strategies to meet customer needs effectively. One such company that has leveraged social listening to achieve remarkable results is Etisalat UAE, a leading telecommunications company.
Etisalat recognized the power of social listening and partnered with AIM Technologies, a renowned provider of AI analytics solutions. Utilizing AIM Technologies’ social listening tool, Etisalat gained valuable insights from various social media platforms, forums, and review sites. The tool enabled them to identify patterns, trends, and customer pain points, leading to the development of tailored strategies and offerings.
Implementing a data-driven decision-making process based on real-time customer feedback, Etisalat addressed specific pain points highlighted by their customers. This customer-centric approach transformed customer loyalty and brand advocacy, creating a surge in customer engagement and higher conversion rates.
By aligning their marketing campaigns with customer sentiments, Etisalat further enhanced their engagement with customers. This strategic integration resulted in increased brand awareness, customer satisfaction, and a competitive advantage in the telecommunications industry.
The successful partnership between Etisalat and AIM Technologies propelled the company to new heights of success. By leveraging AIM Technologies’ AI analytics solutions, Etisalat gained a deeper understanding of customer sentiment, identified emerging trends, and responded swiftly to feedback. This empowered them to deliver personalized services and strengthen their position in the market.
In a transformative era where social media plays a vital role in shaping businesses, AIM Technologies offers advanced AI social media listening tools. These tools extract actionable insights from social media data, enabling businesses to make informed decisions, enhance customer engagement, and outperform competitors in the digital landscape.
Etisalat’s partnership with AIM Technologies highlights the impact and significance of social listening for business growth. By staying attuned to customer sentiments and preferences, businesses can create meaningful connections, drive innovation, and achieve remarkable success.
AIM Technologies: Unlocking Actionable Insights
AIM Technologies, a leading provider of AI analytics solutions, played a significant role in Etisalat’s social listening endeavors. With over 17 years of experience in the mobile technology and telecom industry, Etisalat entrusted AIM Technologies to assist in extracting valuable insights from vast amounts of data.
AIM Technologies’ advanced AI analytics solutions allowed Etisalat to analyze customer sentiments, track trends, and gain valuable market intelligence. By leveraging social listening and AIM Technologies’ expertise, Etisalat transformed customer data into actionable insights that drove their marketing campaigns, product development, and overall business growth.
Utilizing AIM Technologies’ AI-powered tools, Etisalat could extract meaningful insights from various sources such as social media platforms, online forums, and customer feedback. This empowered the company to understand customer preferences, identify emerging trends, and make data-driven decisions.
| Benefits of AIM Technologies: |
|---|
| 1. Enhanced understanding of customer sentiments and preferences. |
| 2. Real-time tracking of market trends and competitors. |
| 3. Improved decision-making based on data-driven insights. |
| 4. Targeted marketing campaigns for better customer engagement. |
| 5. Streamlined product development based on customer feedback. |
AIM Technologies’ AI analytics solutions empowered Etisalat to unlock actionable insights, enabling the company to stay ahead of the competition and meet the ever-evolving needs of their customers. By leveraging the power of AI and social listening, Etisalat was able to drive innovation and achieve remarkable business results.
Ditching Tradition for Innovation
When it comes to promoting their Smiles app, Etisalat, a prominent player in the telecommunications industry, knew they had to think outside the box. Instead of relying on traditional YouTube video promotions, they decided to embrace innovative technologies to reach their target audience in a more engaging way.
Partnering with Initiative Media and Google’s BrandLab, Etisalat developed a data-driven campaign that would not only increase app sales but also enhance customer engagement. This strategic approach allowed them to leverage the power of technology and analytics to drive results.
By moving away from traditional methods and adopting innovative technologies, Etisalat was able to capture the attention of their audience and deliver a more personalized experience. This shift in approach allowed them to stand out in a crowded market and position themselves as a leader in digital innovation.
One of the key aspects of their campaign was YouTube video promotion, but with a twist. Instead of simply creating generic videos, Etisalat focused on crafting targeted and relevant content that resonated with their audience. This ensured that their videos would not only attract views but also drive meaningful engagement and conversions.
To ensure the success of their YouTube video promotion, Etisalat utilized advanced analytics and optimization techniques. By closely monitoring viewer behavior and preferences, they were able to refine their content strategy and deliver videos that truly connected with their audience.
With their innovative approach to YouTube video promotion, Etisalat was able to achieve impressive results. Their videos garnered millions of views and generated a significant increase in app downloads and user engagement. This success further solidified their position as a leading player in the telecommunications industry.
| Etisalat’s Innovative Approach | Traditional Approach |
|---|---|
| Utilized advanced analytics and optimization techniques | Relying on generic videos without data-driven insights |
| Targeted and relevant content tailored to audience preferences | Generic videos that failed to resonate with the audience |
| Millions of views and significant increase in app downloads | Limited views and minimal impact on app downloads |
The success of Etisalat’s innovative approach to YouTube video promotion serves as a testament to the power of embracing new technologies in the telecommunications industry. By ditching tradition and adopting a more innovative mindset, they were able to captivate their audience and achieve remarkable results.
Data-Driven Bumper Campaign Boosts Business and Media Results
When it comes to driving business growth and achieving media success, data-driven insights and targeted content play a vital role. This was evident in the innovative bumper campaign conducted by Etisalat for their Smiles app, which yielded impressive results.
The Smiles app, developed by Etisalat, is a customer loyalty and rewards program that offers exclusive deals, discounts, and personalized rewards to users. To promote the app and increase its user base, Etisalat implemented a data-driven approach combined with bumper ads to engage their target audience effectively.
Utilizing Google Ads’ advanced targeting options and leveraging their vast user data, Etisalat was able to create highly targeted bumper ads that resonated with their audience. These short and compelling ads, displayed before or after YouTube videos, captured the attention of users and promoted the benefits and features of the Smiles app.
The campaign’s success was measured through key metrics such as app acquisition rate and monthly active users. The data-driven approach resulted in a remarkable 35% increase in app acquisition rate and a significant 24% growth in monthly active users for the Smiles app.
However, the impact of the campaign extended beyond just user acquisition. The targeted content and bumper ads also had a profound effect on brand awareness, favorability, and purchase intent. The campaign achieved a notable 10.8% lift in brand awareness, a 12.3% increase in brand favorability, and an impressive 10.7% rise in purchase intent for the Smiles app.
| Results of the Bumper Campaign for the Smiles App | Percentage Increase |
|---|---|
| App Acquisition Rate | 35% |
| Monthly Active Users | 24% |
| Brand Awareness | 10.8% |
| Brand Favorability | 12.3% |
| Purchase Intent | 10.7% |
This impressive outcome was made possible by Etisalat’s partnership with Google’s BrandLab program. Through this collaboration, Etisalat gained access to customized audience insights based on Google data, video creative best practices, and advanced media orchestration planning. These insights allowed them to optimize their ad content and placement for maximum impact.
The success of the data-driven bumper campaign proves the effectiveness of targeted content and bumper ads in enhancing brand awareness, driving user engagement, and increasing business results. By understanding their audience and experimenting with innovative ad formats, Etisalat was able to unlock the full potential of YouTube advertising, achieving outstanding outcomes for their Smiles app.
Unlocking the Power of Targeted Ads
Targeted ads have revolutionized the advertising landscape, enabling businesses to connect with their ideal customers and drive meaningful results. By leveraging data-driven insights and experimenting with ad formats, companies like Etisalat can achieve remarkable success in their marketing efforts.
Next, we’ll explore how Etisalat leveraged social listening and AIM Technologies to further boost their business growth and media results.
Conclusion
Etisalat’s success in the telecommunications industry can be attributed to its customer-centric approach and innovative marketing tactics. By leveraging data-driven insights, social media marketing, and continuous optimization, Etisalat has been able to tailor its marketing campaigns to resonate with their target audience.
Their emphasis on product differentiation, quality customer service, and effective distribution strategies has allowed them to maintain control over the market as a long-time monopolist in the UAE. With over 34 years of experience, Etisalat has expanded operations to 19 different countries, solidifying their position as a global telecommunications leader.
Through their customer segmentation strategy and use of advanced technologies like AIM Technologies, Etisalat has achieved significant increases in app sales and engagement. The innovative marketing campaign for the Smiles app not only resulted in higher app acquisition and monthly active users but also led to a notable uplift in brand awareness and favorability.
Etisalat’s continuous focus on customer satisfaction, along with its ability to adapt to the changing landscape of the industry, positions them for continued growth and success in the future.
