Pakwheels.Com Digital Marketing Case Study
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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.comV13 Dec 2018Mr. Farhan Duraiz gave a session on Digital Marketing with PakWheels.com as a case study. Technology is shaping businessFarhan 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 PakistanIf 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 MarketingHow to market a website?Consumer Buying Process and Data CollectionIt 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. ResearchThe 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. SearchThe 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. ConditionThe 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. PricingThe 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. MaintenanceWe 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 ManagerFarhan 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