PERFROMANCE MARKETING PLAN FOR OBEEZI MALL’S

ADVERTISING CAMPAIGN

1. Executive Summary

Obeezi Mall, despite its significant growth in Nigeria in recent years, faces challenges
due to its low social media presence and poor website optimisation. This performance
marketing plan focuses on identifying the targeted audience for the Obeezi Mall product,
using digital channels, improving the mall’s search engine optimisation (SEO) and
Obeezi's social media presence to ultimately drive in more traffic to its portals and
increase its conversion rate by 25% within 6 months. This is essential to creating more
leads and increasing the company's sales in the long run.

The report provided a clear view of the targeted audience, enabling the company to
deliver a well-tailored marketing strategy that meets the specific needs and preferences
of its customers. The report highlights the action plan, controls, and key performance
indicators (KPI) for the performance marketing strategy.

The report concludes on the note that the marketing campaign's effectiveness depends
on certain assumptions, which Obeezi must keep a close watch on. Also, understanding
the market trends to constantly adjust to the current state of the market would
guarantee that long-term success is realised that aligns with the goals and vision of
Obeezi Mall.

2. Introduction

The rise of digital technology in recent years has brought about monumental changes in
commerce in Nigeria that have not only affected the business environment but also
significantly impacted consumer behaviour (Go-Globe, 2023). A recent report projected
that the Nigerian e-commerce industry is expected to grow at a rate of more than 14.6%
per year and reach $22.9 billion by 2030 (Rationalstat, 2023). Another report noted that
by 2027, the online share of Nigeria's clothing retail sector, which currently stands at
12.2%, is expected to rise by an average of 14.9% to 21.4% (ECBD, 2023). However,

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despite the industry's rapid development, a thorough regulation of the e-commerce
sector has not yet been implemented in Nigeria. Concerns regarding fair business
practices, data security, and consumer protection are raised by this absence of
legislation, which presents substantial obstacles for both firms and consumers alike
(Onyemachi, 2023).

This report takes a strategic exploration of Obeezi Mall, an online store specialising in
offering fashion items, including accessories, shoes, colognes, watches, sunglasses,
apparel, and more. This report will explore several performance marketing plans that
encompass the digital analysis of the Obeezi web situation, strategy and tactics, action
planning, and control.

3. Digital Analytics of the Obeezi Mall

Digital analytics encompasses the process of analysing digital quantitative and

qualitative data obtained from digital sources such as websites, mobile apps, and social
media channels to provide a better understanding of the items that customers are
looking for and how to enhance their customer experience and marketing strategies
(Microsoft, n.d.). Digital analytics includes both the process and outcome of data
analysis (Doxee, 2022). Digital analytics metrics include website traffic, sessions,
product information, SEO, social media engagement, and others (Amazon, n.d.).

obeezi.com was registered in the year 2014. It has a global ranking of #1,012,814 and
has increased in ranking in Nigeria from #4,880 to #7,228 in the last three months (See
Fig 1). It is a domain with a.com extension. Obeezi.com receives about 17,700 unique
visitors, a bounce rate of 60.27%, 2.35 pages per visit, an average visit duration of
00:03:02, and earns about $5–$10 million annually. The estimated site value is
$70,800.00 (Similarweb,2023).

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Fig 1: Obeezi’s country ranking between September and November 2023
Source: Similarweb.com

According to SiteAdvisor and TrustScam, obeezi.com is safe to visit. Its web server is
located in the United States, with an IP address of 104.26.2.19. The Obeezi.com page
loaded in 1.6 seconds, according to Accessify analytics, and it took 6 seconds to load all
DOM resources and render the entire page. This analysis concludes that 75% of
websites load quicker than this, making this a bad result (Accessify, 2023).

Fig. 2: Obeezi marketing channel distribution

Source: Similarweb.com

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According to Similarweb's analytic report, mail ranks second with 4.93% of traffic, while
direct traffic accounted for 90.5% of desktop visitors to obeezi.com in the preceding
months (see fig. 2). As represented in the figure above, social media, sponsored
search, and referrals are the most underutilised channels. Moreso, the Open Graph
description is not visible on the Obeezi main page. Because open graph descriptions
allow a website's homepage (or other pages) to be transformed into aesthetically
pleasing, content-rich, and well-organised posts that can be shared on Facebook and
other social media platforms, Obeezi's social media presence may suffer as a result
(Accessifty, 2023).

Even though Obeezi has shown significant growth in recent years, especially in terms of
its annual revenue generation and ranking within the last three months in Nigeria, it
remains concerned that the company's low social media presence and poor website
optimisation could threaten the company's growth in the long run. As a result,
addressing these critical deficiencies in order to remain relevant and competitive in the
digital marketplace is critical in order to stay relevant and competitive.

4. Strategy and Tactics Overview

This section identifies the strategy and tactics that will be adopted in the performance
marketing plan, which mainly involves identifying the targeted audience for the
company's product and then the use of digital channels and platforms such as social
media. Having established Obeezi’s digital disadvantage in the preceding section, the
objective of this strategy is to improve the mall’s search engine optimisation
(SEO) and Obeezi's social media presence to ultimately drive in more traffic to its
portals and increase its conversion rate by 25% within 6 months. This is essential
to creating more leads and increasing the company's sales in the long run.

Firstly, Obeezi's persona is presented in the table below to provide a clear view of the
targeted audience, which would enable the company to focus on delivering a well-
tailored marketing strategy that would meet the customer's specific needs and
preferences. Corei5 256sdd 8gram

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Table 1: Obeezi Customers Persona

Folake Akintelure Bode Raymond

Personal Attributes
DEMOGRAPHY
Age 25 34
Gender Female Male
Profession Social Media Influencer IT Professional
Income Level Mid-Upper income Mid-Upper income
Residence Lagos, Nigeria Port Harcourt, Nigeria

BACKGROUND
Online Presence Active user of social media, and
engages a large audience of
followers daily
Shopping Preferences Appreciate prompt, reliable and
hassle-free online- stores
Brand Conscious Mostly international brands
Always exploring vast online
platforms and has a critical view of
them
Enjoys curated men’s fashion
Local and international brand
conscious as long as they reflect
his need and status

PERSONAL MOTIVATIONS
Fashion Style Loves brands that promote her
online status and make her
conspicuous
Time Consciousness Appreciate time efficient shopping
Simple yet classic brands that
allows him to express his unique
personality
Appreciate timely shopping

Exclusive Deals Loves exclusive offers and More particular about durability
discounts, encourages her to buy and quality of product than deals
more items

CHALLENGES and Concerns

Size Sometimes has issues with size Occasionally has size issues

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 fittings
Delivery Concerns Appreciate swift delivery system Often frustrated with poor delivery
logistics

4.1 Elements of the Plan

Since the advent of social media, consumers no longer need to rely on traditional media
to learn about a product before purchasing it because social media can efficiently and
readily provide this information, according to Tarsakoo and Charoensukmongkol (2019).
As a result, marketing strategies and tools have experienced significant changes. Thus,
social media marketing strategies now have the power to build or destroy a business.
The data from the 2023 Sprout Social Index and the 2023 State of Social Media Report
demonstrate the growing importance that social media will have for consumers and
business executives in 2024 and beyond (Gomez, 2023).

Findings from the Obeezi Mall digital analytics suggest a poor social media presence,
which practically reduces the propensity to reach a larger customer base. This report
therefore suggests the urgent need to strategically transform the current narrative by
focusing on optimising its social media presence in the space of six months.

Creating Broad Awareness for Obeezi Mall

In essence, brand awareness is considered to be a process by which individuals

become informed and familiar with a brand and can recall and recognise the brand as a
whole (Gustafson and Chabot, 2007; Barreda et al., 2015). The creation of brand
awareness for Obeezi through the use of social media marketing is crucial to increasing
the popularity of the mall. This would essentially begin by developing the brand
message. Based on the above unique customer preferences as presented in Table 1,
Obeezi Mall's message is to meet its customers' needs by presenting itself as more
than an online retail outlet. Obeezi is poised to bring an avalanche of uniqueness to the
world of fashion, where each customer can find all they need to express their style and
stay on top of fashion trends. Obeezi's motivation is rooted in its quest to reshape,
refine, and ultimately revolutionise the online shopping experience by driving it to the

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pedestal of a hassle-free online store, propelled by a timely and reliable delivery
system.

Secondly, this involves the consistent use of Obeezi's logo to increase the mall's
awareness. Obeezi's mall logo is strategically placed on the left side of the mall's
website. As seen in the image below (Fig. 3). The design of the logo corresponds with
its value proposition, which is to create a personal shopping experience for its
customers through its customer-centric online outlet tailored to meet each customer's
uniqueness. Through Obeezi's vast, high-quality collection of apparel such as clothing,
shoes, and accessories promoted through pocket-friendly prices and exclusive offers,
Obeezi gives more than clothing; it creates a world where every click opens up a vista
of self-expression in fashion and style.

Fig. 3: Obeezi Mall’s Logo

Source: Obeezi.com

Thirdly, a conscious promotion of the Obeezi Mall's slogan, "Right Mall, Right Price,"
through the mediums and materials that will be used to raise awareness (Obeezi.com).

The components of this awareness will be promoted on social media platforms using
Facebook Ads, Instagram, X, and YouTube. The publication of quality and authoritative
content on fashion and style is important to improving the company's search engine
optimisation (SEO).

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8
Obeezi Online Marketplace Map

Building a social media community Encouraging generic promoters

Exclusive offers such as
personalized discounts
Referral programmes
with exciting rewards.
where customers can connect and
interact and share their testimonials
on social media platforms.
through social media platforms
and paid promoters especially
through the use of affiliate
marketing links to promote
Obeezi's products.

Game challenges with

exclusive rewards from
customers' wish lists.

Displaying customer reviews and

Flash sales with exclusive offers
Make loyal customers testimonials to build a level of
such as discounts and gifts that
brand ambassadors. trust with potential customers
are time-limited.

Obeezi creates awareness using
social media marketing platforms such
as Facebook ads, Instagram, X and
YouTube ads and improving its SEO.
Use of popular content writers and
social media influencers in fashion
niche such as @anitamayigoni with
24k followers and @midetheegreat
with 24k followers
Customers subscribes to content and
email marketing (using BuzzoSumo
and Mailchimp respectively).

Adapted from: 9
Customer Engagement through Content Creation

Brand engagement involves fostering and sustaining consumer loyalty to a brand, a

crucial marketing goal for companies as it facilitates continuous client interaction.
Owned media with content is a new avenue for businesses to interact with their
consumer base. This stands in contrast to conventional advertising strategies that
employ paid media to convey overt messages. In these strategies, a business would
pay a media outlet to reach its target audience, which may be magazine or TV show
readers or viewers. By offering valuable material to its customers, a company may
generate its own media property and draw in viewers through content marketing
(Malthouse et al., 2016). In conventional markets, businesses and consumers take on
the roles of producers and users, leaving consumers inert in the generation of value.
Recent research, however, indicates that customers may actively contribute to the
production of value (Kuvykaitea and Piligrimiene, 2014).

Obeezi will deploy the use of popular fashion content creators and social media
influencers in the fashion niche to engage its customers and create a sense of
community around its brand. By partnering with these influencers, such as
@anitamayigoni on Instagram and @midethegreat, Obeezi can leverage their large
followers (over 24,000 followers) and credibility to attract more viewers and potential
customers. Additionally, by involving customers in the content creation process, such as
through user-generated content campaigns or feedback surveys, Obeezi can further
empower its customers and strengthen their loyalty to the brand.

Subscription and Conversion

Subscriptions, once common in magazines and newspapers, are now gaining popularity
due to their ability to retain customers and manage subscriptions as consumers often
search online for products and services (Oliver, 2023). Getting potential customers to
subscribe to email marketing and content goes a long way towards building a direct line
of communication and nurturing relationships with them. Enhancing one's company's
reputation or connection with a current or future customer is the goal of email marketing.

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One is bringing attention to one's company and informing potential clientele about new
offerings, information, or items (Williams, 2021).

By subscribing to Obeezi's email marketing and content subscription list, Obeezi would
be able to send them updates and special offers regularly, foster relationships with
customers, advertise and sell products online, increase traffic to the website and social
media pages, and eventually increase the possibility that they would become devoted
customers (Lanier, 2023). Furthermore, conversion rates may be significantly raised by
offering personalised email marketing campaigns and pertinent content that speaks to
each subscriber's unique interests and characteristics.

Exciting Customers with Special Offers to Make Them Ascend

Customers might be excited by flash sales that include limited-time specials like
discounts and gifts. A flash sale, also known as a deal of the day, is a sale with a steep
discount that, at certain periods, can reach up to 80%. These sales are only available
for a brief window of time, often 24 to 36 hours. It assists the brand in attracting
consumers' attention, enhancing conversion, raising sales and income, and
strengthening client loyalty (Sendpulse, 2023).

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Obeezi's strategic initiative to excite them would offer them exclusive offers such as
personalised discounts; the introduction of referral programmes that would also attract
exciting rewards; the creation of a game challenge with exclusive rewards where
winners of the competition can get rewarding offers from a list of items; and lastly,
making exclusive loyal customers brand ambassadors will all go a long way towards
creating a strong and loyal customer base. Through this, Obeezi can tap into the
customers' sphere of influence and leverage their networks to attract new customers
and strengthen the brand's reputation.

Generic Customer Advocates and Brand Promotion

According to the Global Digital Report 2018, there were 3.916 billion social media users
globally in 2018. People are sharing their brand and product experiences on social
media, and consumers are increasingly consulting the social media accounts of other
users when making judgements about what to buy. Businesses must put in place social
media advocacy campaigns that engage their audience and motivate them to spread
the word about the brand as this trend gains traction (Kettman, 2019).

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Obeezi will make use of user-generated content (UGC), as seen in Image 3, which has
grown to be a potent tool for companies to interact with their clients and foster brand
advocacy to convert its clients into champions. Any material provided by consumers,
including reviews, testimonials, images, videos, and social media postings, is referred to
as user-generated content (UGC). By utilising user-generated content (UGC), Obeezi
can get its consumers' real voices and convert them into mall evangelists. This
invariably encourages generic promoters through social media platforms to promote
Obeezi's products to a wider audience.

5. Action Planner

For six months, Obeezi intends to carry out a planned advertising campaign to improve
its online visibility and engagement more closely with its customers and potential

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customers (see table 2). This strategy therefore requires a strong social media
presence, where customers are constantly being interacted with and engaged with,
improving Obeezi's traffic sources, an improved user interface and dialogue system,
and a fast website loading. With this intended plan, Obeezi is positioned to make a
lasting impression on its audience and accomplish unmatched success in the digital
sphere by combining data-driven tactics, creativity, and constant monitoring, which in
the long run would achieve the aim and intention of the mall's quest to reshape, refine,
and ultimately revolutionise the online shopping experience by driving it to the pedestal
of a hassle-free online store, propelled by a timely and reliable delivery system.

OBJECTIVE ACTION/ACTIVITY TARGET DATES STATUS

Website Update SEO optimization, Call to Action (CTAs),

improving page speed, Improving accessibility, Months 1
Integrating tracking tools and analytics

Launching of Advertising Creating compelling ads, Ad placement and

Campaigns scheduling, landing page optimization, Months 2-3
collaboration with social media influencers

Improving Customer Improving user feedback system, content

Engagement personalization, improving product
Month 4
information, offering useful contents,
executing customer loyalty programme

Enhancing social media Following trends and engaging them, regular

presence activeness, constantly interacting with
Month 5
customers, promoting the social media
accounts.

Monitoring and KPIs, A/B testing analysis, Website analytics,

Evaluation Evaluating ROI, Competitor analysis, adjusting Month 6
and re-optimizing.

Table 2: Obeezi Action Planner

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 6. Marketing Control
One essential aspect of Obeezi's success is the control of every aspect of the online
shopping process, which includes website analytics, post-social media campaign
evaluation, competitor evaluation, budgeting, and returns on investment (ROI) to make
sure the entire operations are optimised and remain competitive.

Prime Purpose of
Type of Control Approach
Responsibility Control
Website Analytics IT’s team To evaluate customers Deploying various analytic
responses, reactions and tools such as google
behaviour on the mall’s analytics, Hotjar,
website. similarweb etc. to monitor
users journey and page
performance
Post-Social Media Social Media team/IT’s Obtaining direct feedback Surveys
Campaign Evaluation team from the target audience
after the campaign
programme
Competitor Evaluation Marketing team To monitor competitors Analysing the market
progress and being aware trends and competitors
of the dynamics of the campaigns
market trends
Budget and Return on Finance team/Marketing To monitor allocations and Auditing and Reviews
Investment (ROI) team generated revenues
Evaluation

Table 3: Obeezi Marketing Control Metrics

7. Key Performance Indicators

KPIs are financial and non-financial performance indicators used by organisations to

assess their success in achieving specific goals, identify performance issues, compare
their current situation to their goals, and provide solutions (Kangaski et al., 2017;
Velimirovića et al., 2011). Here are some key performance indicators for Obeezi's
advertising campaigns, represented in the table below:

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 KPIs Purpose Rate
Brand Awareness To access the effectiveness of campaign strategies 45%
and brand visibility on key social media platforms that
are used for the brand campaign
Social Media To measure the impact of the social media reach and 60%
Engagement engagement level measuring the number of likes,
share and comments and feedback on the Mall’s
social media pages
Conversion To measure the impact of the campaign in converting 25%
new customers to loyal customers
Returns/profitability To access the total turnover over the post campaign 35%
change
Table 4: KPIs

8. Strategy Rationale
This performance marketing plan articulates certain measureable objectives that are
compelling, takes into consideration the specific goal of the Obeezi Mall, and therefore
provides a feasible plan to actualize the goal of the mall and meet its customer needs.
To be more specific, this marketing plan adopts a comprehensive approach that ranges
from improving the SEO of Obeezi’s website to improving the social media presence
and level of engagement, which Obeezi has clearly underutilised and also introduced
integrated email marketing, content development, and referral initiatives in a bid to
optimise the market reach that will ultimately improve its customer base, thereby
improving the mall’s sales in the long run.

9. Conclusion

The analysis of this report is based on the assumption that the prevailing market
condition is stable; an unstable market condition has the propensity to affect the
purchasing power parity (PPP) of customers, especially as seen in the recent fluctuation
of the exchange rate in Nigeria. Also, there is an effective collaboration between Obeezi
and the intended social media influencers, who are vested with the responsibility of
carrying out certain aspects of the campaign. That there is a positive response to
marketing initiatives and an effective use of budget allocated for the campaign.

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The report ends with the conclusion that the marketing campaign's effectiveness
depends on the assumptions mentioned in the preceding paragraph. Thus, Obeezi must
keep a close watch on market trends to constantly adjust to the current state of the
market and guarantee that long-term success is realised that aligns with the goals and
vision of Obeezi Mall.

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