Digital Marketing - Project A
Submitted by: Altamash Rajpoot
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Business Selection:
Al – Saeed Jewellers
Website preview:
Market Research:
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The Jewelry market in Pakistan exhibited substantial growth, generating US$1.33 billion in revenue in 2023. Projections
indicate a steady annual growth rate of 2.18% from 2024 to 2028. In comparison to global figures, India takes the lead
with an impressive US$81,260 million in revenue from the Jewelry market in 2024. On a per capita basis, each individual
in Pakistan is expected to contribute US$5.41 to the Jewelry market in 2024.
The demand surge in Pakistan is notably driven by a preference for traditional, handcrafted pieces, reflecting the
country's rich cultural heritage.
The Jewelry market in Pakistan is evolving with the rise of e-commerce, particularly in online Jewelry shops. While
Artificial Jewelry dominates online sales, the purchase of Gold and Diamond Jewelry remains predominantly an in-store
experience. Despite a preference for in-store purchases, many jewelers in Pakistan maintain an online presence to cater
to the modern consumer's need for multiple touch points before making a purchase.
The significance of buying Gold Jewelry in Pakistan is deeply rooted in cultural traditions, especially for weddings and
special occasions. However, recent market shifts are evident due to rising Gold rates, leading to a decline in its appeal.
Gold Jewelry, once treasured as family heirlooms, is experiencing reduced demand, particularly outside of marriage
celebrations. Customers are gradually shifting towards fashionable Diamond Jewelry, which has gained rapid traction in
recent years. This shift is identified as a leading cause for the stagnation of the Gold Jewelry market in Pakistan.
Customer Persona
The perception of jewelry among consumers in Pakistan varies widely from one individual to another. Demand
experiences seasonal or occasional spikes, appealing to a broad audience ranging from those interested in traditional
luxury jewelry to individuals who purchase as a symbol of class and possess higher income levels than the average.
Expanding on the digital perspective of jewelry in Pakistan, the digital landscape has significantly influenced how
consumers explore, discover, and purchase jewelry. Online platforms and e-commerce have become vital avenues for
showcasing diverse jewelry collections, providing convenience to tech-savvy consumers. Social media platforms play a
crucial role, serving as visual catalogs and interactive spaces for jewelry enthusiasts to engage with trends, share
preferences, and seek recommendations. The digital realm has thus transformed the jewelry-buying experience, offering
a virtual showroom for traditional, luxury, and contemporary designs. As online interactions continue to shape consumer
behavior, establishing a strong online presence and leveraging digital marketing strategies have become integral for
jewelry businesses in Pakistan.
1. Traditional Enthusiast
Demographics: Age 30-60, males/predominantly female.
Characteristics: Seeks traditional handcrafted jewelry, Values cultural heritage and embraces the symbolism associated
with gold jewelry in weddings and special occasions.
Advertising Strategy: Highlighting the cultural significance of traditional jewelry, emphasizing craftsmanship and the
emotional connection with family heirlooms. Using visuals and messaging that evoke a sense of tradition and heritage.
2. Occasion-Specific Buyer
Demographics: Age 25-45, both genders.
Characteristics: Purchases jewelry specifically for events and celebrations, seeks versatile pieces suitable for various
occasions.
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Advertising Strategy: Creating targeted campaigns around events and festivities, showcasing a range of jewelry suitable
for different occasions. Highlighting the versatility of diamond jewelry for various events and emphasize the convenience
of in-store purchases for those last-minute needs.
3. Luxury Seeker
Demographics: Age 30-55, both genders, higher income bracket.
Characteristics: Values luxury and elegance, prefers high-end designs and materials, likely to invest in diamond jewelry
for special occasions.
Advertising Strategy: Positioning diamond jewelry as an epitome of elegance and luxury. Advertising the exclusive
designs, quality craftsmanship, and the enduring appeal of diamonds. Consider partnerships with influencers or
celebrities to enhance the aspirational value.
Google Ads Campaign
Based on the category collections offered by the business, ad
groups and keywords targeting are distributed into 5 niches.
Each niche explores a different audience digitally; by taking
that into consideration we are targeting the maximum volume
of each search in ad groups with specific messaging and
graphics.
Ad group 1: Wedding jewelry sets
Keywords: full list
Ad group 2: Pendants
Keywords: full list
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Ad group 3: Earrings
Keywords: full list
Ad group 4: Rings
Keywords: full list
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Ad group 5: Necklaces
Keywords: full list
Social Media Advertising:
Facebook and Instagram have been selected as the primary platforms for building the brand. Both platforms share a
common structure in terms of creative presentation and messaging.
Instagram:
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Facebook:
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Optimization Strategy:
A combination of on-page and off-page optimization techniques is required to increase the website's visibility in Google's
search results. These are some important tactics that we can implement with the aid of Ubersuggest or SEMrush.:
A. Keyword Research:
Prioritizing user intent in keyword selection for a more targeted approach.
Utilizing SEMrush or Ubersuggest to identify keywords aligning with user needs.
Targeting keywords that are used the most and analyzing competitiveness in the market.
B. On-Page SEO:
Crafting compelling Meta titles and descriptions to entice clicks and set clear expectations.
Using SEMrush or Ubersuggest to refine on-page elements for better user engagement.
C. Backlink Building:
Focus on acquiring backlinks from reputable sources to build trust and credibility.
Ensure backlinks are contextually relevant to enhance user satisfaction.
D. Technical SEO:
Conducting regular technical audits to identify and fix issues affecting user experience.
Streamlining website structure and URLs for user-friendly navigation.
E. User Experience (UX):
Enhancing overall UX with an intuitive website structure and clear calls-to-action.
Optimizing for readability and accessibility, ensuring a positive experience for all users.
Performance Metrics:
Google Ads:
1. Click-Through Rate (CTR):
Definition: The percentage of users who click on your ad after seeing it.
Importance: Indicates how well your ad resonates with your audience.
2. Conversion Rate:
Definition: The percentage of users who complete a desired action (e.g., purchase, sign-up) after clicking on your ad.
Importance: Measures the effectiveness of your ad in driving desired outcomes.
3. Cost per Click (CPC):
Definition: The average cost you pay each time a user clicks on your ad.
Importance: Helps manage and optimize your budget for maximum ROI.
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4. Return on Ad Spend (ROAS):
Definition: Measures the revenue generated for every dollar spent on advertising.
Importance: Provides insights into the profitability of your ad campaigns.
Social Media Ads:
1. Engagement Rate:
Definition: The percentage of people who interact with your ad (likes, comments, shares).
Importance: Measures the level of audience interaction and interest.
2. Click-Through Rate (CTR):
Definition: The percentage of users who click on your ad after seeing it.
Importance: Indicates the effectiveness of your ad in encouraging further action.
3. Conversion Rate:
Definition: The percentage of users who take a desired action after clicking on your social media ad.
Importance: Measures the impact of your ad on user behavior.
4. Cost per Conversion:
Definition: The average cost for each desired action (e.g., lead, purchase) resulting from your ad.
Importance: Helps optimize budget allocation for maximum conversions.
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