Enabling

the 'E' in

commerce.

Challenge

How can we ensure the Sheikh’s vision for the launch of Dubai CommerCity is met with a best in class approach to search and content to deliver leads and traffic?

Some of the ongoing challengers we'd been faced with:

1. The new website plans were already underway but lacked an eye from a performance POV.

2. The goals were lofty but there was no real data in play for us to make an informed decision on what channels to use, where and when.

3. Lots of PR was planned for the launch of the development but there were no guidelines for maximising the benefits from the PR.

Strategy

We broke the strategy down into 4 key areas:

CONTENT IS KING
Once we knew what keywords we wanted to target we narrowed the target list down by carefully researching the data behind them, then we set to work on a full scale cross channel approach to dominate the keyword landscape.

AUDIENCE SEGMENTATION
In order for our paid search approach to reach everywhere it needed to be it was important that we cast our net far and wide. Once we started learning from the data we began to segment layer after layer until we ended up with a fully segmented audience ready for us to unleash our ad strategy on and maximise leads.

KEYWORD DOMINATION
Once we knew what keywords we wanted to target we narrowed the target list down by carefully researching the data behind them, then we set to work on a full scale cross channel approach to dominate the keyword landscape.

CONVERT, CONVERT, CONVERT
Having a highly optimised site built for conversion was instrumental to our success. We worked with the DCC development team on an assignment to ramp up the conversion rates on the website to turn the site into a bona fide lead machine!