Securing the Future of Sales… with Digital Marketing Get the full experience @AMA hosting
Because the future is digital… and all businesses want to connect with the right customers at the right time with the right offer.
Most of the companies in Turkey are still wondering how they can connect and sell to the Arabic market in a sustainable strategy. They want to learn how they can achieve a sustainable record of sales and make strategic decisions about the Arabic marketlike they do with the Turkish market.
And we're here to help!
The Complete Guide to:
How Internet Can Help Sell to Arabs, Inside and Outside Turkey.
This guide was built on the following structure:
First: Where are we now? We'll define the current situation, what are the problems and what are the opportunities?
Second: How digital marketing can help solve the problems and seize the opportunities? What can we achieve with digital marketing? And thus, what kind of goal can we achieve with digital marketing?
Third: What are the tools we can use in digital marketing to achieve this goal?
Fourth: What are the benefits if we achieve this goal?
Let's begin with the current problems:
1- Bad communications: Communication is the heart of any marketing effort, online or offline.
2- Bad internet infrastructure: We’ll explain what technical, cultural, and languageproblems do websites, marketing campaigns and data analytics have.
3- Personal/Inhouse digital marketing efforts: Because it seems very easy to run campaigns on the famous advertising platforms, and one Arabic guy can do it all!
4- Companies can't define what success is: and how to reach it, as I said, in sustainable approach.
Let's dive deeper now;
This is the heart of any marketing effort, THIS IS NOT ARABIC ladies and gentlemen, this is a language we “Arabs” don't understand, and sometimes sentences can be in Arabic but translated literally from Turkish using google translate and it will be something like " calısıyorun bana sirkettim yolda".
Also, sometimes non-specialist Arabic native speakers write the content and ads, and unfortunately, their managers think this is the right way. But it is not!
2- The previous problem is leading us to "Bad Internet Infrastructure":
Website content will be misleading/unclear/poor user experience, so customer will leave immediately to the next-door competitor.
And of course, the ads will send the wrong message, which the marketing manager have been working on for a long time. And very few customers will come.
3- Personal/In-house Marketing Optimization: Because Turkish companies are not really considering the importance of using both native Arabic language and Arabic experience. I'm going to explain that later.
Globally after using in-house teams “79% of B2B managers and leaders reported noticeable skill gaps in the teams they manage, ranging from data analysis to core digital marketing techniques to customer insights.” Source.
This data shows us why companies whom work with agencies are more successfulonline than companies using in-house teams.
4- Can’t Define What Success is
The mother of all problems, Turkish companies find it really difficult to define what success is, because they are not using Arabic digital experts, they have a lot of data but no one to analyze this data and transform it into decisions.
Another reason, for example, one Turkish company have one very good Arabic salesman, but still can't and shouldn't manage the online efforts, because inside the digital world one person can’t do all the tasks, you might find good content writer but not a good advertiser.
In total, companies will lose a lot of potential customers that the next-door competitor will acquire, because he started to hire Arabic experts.
BUT! There are “Opportunities” to seize:
1- In Turkey, you can find now digital Arabic experts and agencies whom can take it to the next level with all the digital efforts.
2- Big Arabic market online to serve, in which we will see by numbers.
1- Work with agencies, why?
- Advertising agencies manage millions of dollars in monthly ad spend. As a result, advertising platforms help them deliver the best results possible to clients. Source
- 75% of marketers say their lack of skills is impacting revenue. Source
2- The Arabic Online Market
- Huge e-commerce market
- Arabic world growing investments and spending in Turkey
- Turkey is the second best country to Arabs, after their home Countries
Now let's talk in more details
- E-Commerce on the Arabic World
The good news is e-commerce in the Arabic world is growing like crazy, according to Payfort’s state of payment 2016 Report:
1- In 2017, E-Commerce Market Will Grow to 51$B
2- In 2015, E-Commerce Reached 39$B
3- In 2016, E-Commerce Grown by 14%
Good news for all retailers in Turkey, right?
- Arabs and Turks relationships
1- Abu Dhabi Investment Group chairman said that they will invest 100$B in the real estate sector, during 2017. Source
2- Tourists increase 450% on 2014, what does it mean?
We all know that foreign investors and customers begin their buying journey in the foreign country by tourism. They come to the country as tourists first, and begin to discover and touch everything they need. So this increasing ratio "450%" means that more and more customers are visiting turkey every year, and Turkish companies can use some marketing efforts to help guide these tourists toward their products. Source
3- In general, trading volume between Turkey and GCC countries is very good with 16$B, which means that Turkish products are so welcome inside the GCC countries as well. And all turkish companies are invited to start trading with the GCC market. Source
- Why Turkey is second best after our home countries:
1- Low Prices
2- Big Profits
3- The Democratic Structure of Turkey
4- Proximity to the Arab World
5- Common Religion and Culture
6- Its natural and historical aesthetic
NOW! We know the problems and we know the opportunities, the question is how Digital Marketing can help solve the problems and seize the opportunities?
Increase the Demand for Turkish Products, and Connect with the Arabic Buyers Each Time it Happens.
New technologies can help reach almost everybody who uses internet in the GCC,and start to send the companies' messages from brand awareness up to the buying stage, where customers perform their buying process, inside and outside turkey.
This is not a dream! This is reality because most of the companies aren't making any stable sales to the Arabs in general. So, when they can expand their market to sell to Arabs with a sustainable strategy, they'll be already increasing demand for Turkish products.
We need to establish a solid connection with the Arabic market. By solving the problems and seizing the opportunities we can:
1- Build and manage the company’s internet infrastructure with Arabic experts whom know the customers culture, language, and buying behaviors along with big internet experience.
2- After that companies need to connect to the market directly, not through brokers or overseas agents.
3- Turkish companies must have highly trained personnel who can continue serving the customer after converting from the internet.
1- The Internet Infrastructure:
- Responsive Website
- Digital Advertising
- Social Media
- a/b testing
2- Connect to the Market:
After we setup the infrastructure, we head to the market to start selling with four steps:
- First step is to research the potential market, to answer questions like: What people are looking for, how they want to consume the products, what is their behavior, what is the purchasing power, what are the competitors doing, and so on…
- Then second step is to analyze this data and answer questions like: Can we satisfy their needs, how close are we to their demands, can they afford our products, is the marketing campaign feasible to us… etc.
- Third step is to start testing the market to get the actual data and see how much the company is close to its sales target. This is a/b testing, which can help to discover both problems and opportunities before investing in big numbers.
- Fourth step is to start selling officially and treat the new market as another primary market like the domestic one for example.
Please note, that this is a loop, which means we're always researching for new opportunities or testing new strategies or new customer segments or new landing pages…
3- Customer Care
This is the company's part fully, because after the internet infrastructure is structured, the company needs to deal with its customers through highly trained personnel both on sales and customer care, and it needs a solid CRM system.
Now, after all that what are the benefits:
1- Companies don't have to guess the next marketing step, or the next sales approach. Every question is answered already with data and numbers.
2- Sure, new markets are served and business is developed.
3- Customers' needs are increased and satisfied, at any time they demand.
On the internet, Every Success Relies on Data!
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