Pakwheels.Com Digital Marketing Case Study

Visit of Mr. Farhan Duraiz of PakWheels.com to our MBA program on 18 November 2018 to deliver a session on Digital Marketing in the context of PakWheels.com

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3 Dec 2018

Mr. Farhan Duraiz gave a session on Digital Marketing with PakWheels.com as a case study.

Technology is shaping business

Farhan opened the session by noting that 60% of Consumers want to interact with businesses online; 63% of consumers expect brands to show them personalized content based on their purchase history; and organizations that leverage customer behavior outperform peers by 85% in sales growth and 25% in gross margin.

Equally importantly, mobile phones are leading the trend in the digital world. 75% of online time is spent on mobile phones. We check our phones 150 times a day. 65% of online transactions start on mobiles (Google Digital Guru 2018).

Car Market in Pakistan

If you plot on one axis Vehicles per 1000 people and on the other GDP per capita then even in Asia, Pakistan would rank at the bottom left corner, with China in between and Turkey at the top (in Asia). This also means Pakistan has a huge market potential. If you look at used car sales, in the last 8 years they have increased from 250,000 to 350,000 a year, with expected sales of 500,000 in 2020. There are new players now entering the market such as Kia, Renault, Hyundai, JMC, Changan and Proton.

If you look at classified ads of cars in Pakistan, then PakWheels.com and Olx.com.pk have taken some 94% of the market while traditional newspaper ads have 6% of the market.

Digital Marketing

How to market a website?

Consumer Buying Process and Data Collection

It was very important to first of all understand, and map, the consumer buying process for the particular product category. If you do not do this, then the competitor will come and take away you share in that particular step or on that particular point which you have ignored. At the same time, we need to understand what kind of data should we and can we collect at all points of CBP.

1. Research

The consumer asks himself: Do I even need a car? If yes, what are car specifications? He does car comparisons. He looks at the prices. He goes to various forums and reads reviews. What data can we collect at this point? Note that IF the consumer logs in at any point then we can get his email address and also we can track him or even contact him. At this point we can know if he is interested in new or used car, car body type, price range, etc.

2. Search

The consumer at this point does car search (he is at the Used Car section on PakWheels now) and narrows it down by using filters. So he could filter it to Cultus cars which have mileage between 10k and 20k km. We can get data on location of consumer, car color, mileage, transmission, no of buyers contacted and no of ads viewed.

3. Condition

The aware consumer may ask for the car’s auction sheet, and the credible seller may already have provided it. Auction sheet is provided by seller to the importer. These days it is possible that this sheet is tampered with. In this case the seller may direct the consumer to a website say in Japan which shows the auction sheet based on the chassis no. The consumer wants verification of the condition of the car.

4. Pricing

The consumer wants to know about price, financing of car, insurance etc. We know which car he is interested in and at first we will offer a pre-filled information sheet. It has details on down payment and instalments etc. We want to know his income bracket, instalment preference and favorite bank.

5. Maintenance

We want to know his oil change cycle, his preferred oil brand etc. We also offer auto parts which is different from accessories. We want to know his parts purchase history.

Using Tracking Codes – Google Tag Manager

Farhan said that one very important tool which is an advertising platform to communicate with Google and FB

[Start – I have taken the following from the net

https://www.orbitmedia.com/blog/what-is-google-tag-manager-and-why-use-it/

Here’s a very simple example of how GTM works. Information from one data source (your website) is shared with another data source (Analytics) through Google Tag Manager.

[pic 1]

There are three main parts to Google Tag Manager:

• Tags: Snippets of Javascript or tracking pixels
• Triggers: This tells GTM when or how to fire a tag
• Variables: Additional information GTM may need for the tag and trigger to work

Note that all reporting (conversion reports, custom segments, ecommerce sales, time on page, bounce rate, engagement reports, etc…) is done in Google Analytics, and NOT through GTM.

So what does GTM do? You can customize the data that is sent to Analytics. The data that you set up in Google Tag Manager will appear in the Analytics reports. 

Finish]

Farhan said that we can record data on Page URL, AD ID, Car Color, Engine Capacity, Car Price, Location, Body Type etc. This we got by reaching Google Events and Facebook Pixels through GTM.

Data Collection and Facebook Pixel

Farhan talked briefly about FBP – I have taken the following from the video I sent you. I found this very useful (Dr. A)

[From

https://www.youtube.com/watch?v=iR6ATUw0BIU

Kevin David

Kevin says FB Pixel is an identifier – so if you visit a website, they have FBP in HTML hidden at the backend of their website. Now FB has ID of all its users. When you visit website, FBP fires and says you visited that website, and then allows the owners of that website to retarget you with more ads because they know you showed interest in their website.