Introduction & Context:
Manesteel, established in 2008, is a Moroccan company specializing in metal constructions, including light steel structures, metal frameworks, and industrial metal processes. With a workforce of 50 to 100 employees and a turnover ranging from 10 to 50 million Moroccan Dirhams, Manesteel has positioned itself as a key player in the metal construction industry in Morocco. Their target audience comprises construction firms, architects, and industrial clients seeking reliable and high-quality metal construction solutions.
Despite their established presence, Manesteel faced challenges in enhancing brand authority and acquiring new clients in a highly competitive market. Traditional marketing efforts were yielding diminishing returns, and there was a pressing need to adopt a more sophisticated, data-driven approach to reach potential clients effectively.
The Challenge (Pain Point & Problem Statement):
Manesteel’s primary challenges included:
- Low Brand Visibility: Despite their expertise, Manesteel struggled to differentiate itself from competitors, leading to limited brand recognition among potential clients.
- Inefficient Client Acquisition: Traditional marketing channels were not delivering the desired client acquisition rates, resulting in a higher cost per acquisition (CPA).
- Limited Digital Footprint: The company’s online presence was minimal, restricting its ability to engage with a broader audience and showcase its portfolio effectively.
Category
Media Buying Display/InApp/Programmatic
Clients
Manesteel
Location
Morocco
Led & Executed by:
Mohamed Chourouki
The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
To address these challenges, we implemented a comprehensive programmatic media buying strategy:
- Audience Segmentation:
- Data Collection: We analyzed existing client data to identify key demographics, firmographics, and online behaviors of Manesteel’s ideal clients.
- Segmentation: Based on the analysis, we created detailed audience segments, including construction firms, architects, and industrial project managers.
- Programmatic Advertising:
- Platform Selection: We leveraged programmatic advertising platforms to automate the buying of digital ad space, ensuring precise targeting and real-time optimization.
- Ad Formats: Utilized display ads, in-app ads, and native advertising to reach potential clients across various digital touchpoints.
- Creative Development:
- Ad Creatives: Developed compelling ad creatives showcasing Manesteel’s projects, expertise, and client testimonials to build credibility and interest.
- Landing Pages: Designed dedicated landing pages tailored to each audience segment, highlighting relevant case studies and solutions.
- Performance Tracking and Optimization:
- KPIs Monitoring: Monitored key performance indicators such as impressions, click-through rates (CTR), and conversion rates.
- A/B Testing: Conducted A/B testing on ad creatives and landing pages to identify the most effective combinations.
- Real-Time Optimization: Adjusted bidding strategies and audience targeting in real-time based on performance data to maximize ROI.
The Challenges & Roadblocks:
During the campaign, we encountered several challenges:
- Ad Fatigue: Some audience segments experienced ad fatigue, leading to decreased engagement over time.
- Solution: Introduced ad rotation and refreshed creatives regularly to maintain audience interest.
- Data Integration: Integrating offline client data with online campaign data posed difficulties in tracking the full customer journey.
- Solution: Implemented a CRM system to synchronize offline and online data, providing a holistic view of client interactions.
The Results & Impact (Before vs. After Data Comparison):
The implementation of the programmatic media buying strategy yielded significant improvements:
- Brand Visibility: Achieved a 65% increase in online impressions, enhancing brand recognition among target audiences.
- Client Acquisition: Reduced CPA by 40%, leading to a 30% increase in new client acquisitions within six months.
- Digital Engagement: Improved CTR from 1.2% to 3.8%, indicating higher engagement levels with the ad content.
Key Takeaways & Lessons Learned:
- Data-Driven Targeting: Utilizing detailed audience segmentation and programmatic platforms enables precise targeting, reducing wasted ad spend.
- Creative Refresh: Regularly updating ad creatives is essential to combat ad fatigue and maintain audience engagement.
- Integrated Data Systems: Synchronizing offline and online data provides a comprehensive understanding of the customer journey, facilitating more effective marketing strategies.
Conclusion & Final Thoughts:
By embracing a programmatic media buying approach, Manesteel successfully enhanced its brand authority and improved client acquisition metrics in a competitive market.
The data-driven strategy allowed for precise targeting and efficient use of marketing resources, positioning Manesteel for sustained growth and a stronger market presence.
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