In a first of its kind report from the agency, UM MENA has put the spotlight on media trends report that will define the marketing and advertising business in Middle East and North Africa (MENA) region in the year ahead. A significant portion of the advice from the report reiterates the need for brands to understand the shift in the business. Brands should approach this not only y embracing technology and innovation but also by paying attention to newer ways of connecting with consumers, even if it is something as nascent as wearable tech or as old as storytelling.
“The report echoes the views of not just our media experts at UM but as well the direction in which our company is heading in the coming years when it comes to media planning and marketing solutions for our clients,” said Chris Skinner, CEO, UM MENA.
Some of the trends included in the report are:
#1. Technology & Innovation:
For 2016, brands must approach their inevitable ‘what to do with wearables’ discussion around how the wearables ecosystems can improve consumers’ lives. While some brands might not be quite ready to fully embrace this new age, the industry is undoubtedly not as far off as one would think. Internet of Things (IoT) enabled brands are poised to jump on the bandwagon and reap the benefits of wearable technology.
#2. Big Data:
The Oreo moment is so 2013. This year, we need to be anticipating and predicting trends. This is where big data can come in. The real power of big data is the extent to which it can enable brands to create experiences and deliver communications which add genuine value to consumers’ lives.
#3. Branded Content:
Narrative brands are the way forward. They have the credibility and knowledge to create stories that work. Brands need to reinvent themselves as storytellers, even though crafting good stories is never easy. In the evolutionary cycle of adapt or die however, the business is at an inflection point. Content is the only marketing left.
#4. Mainstream Media:
This year, brands need to put their money where their mouth is. The key question is how does one integrate mainstream advertising seamlessly on multiple screens? And the answer is, by providing an experience as compelling and immersive as the one on TV. When multiscreen becomes the new mainstream, brands are able to increase their reach and create more meaningful engagement.
#5. Ecommerce:
In the connected era, technology has altered the consumer journey. The neat funnel from awareness to loyalty has evolved into a sort of flight plan as shoppers dart back and forth between stores, online review sites, word of mouth and traditional ads. In MENA, as internet and mobile penetration reach record highs, it’s now a matter of etailers catching up, especially on the user experience front.
#6. Media Economy:
Should the Iranian media market open up, it will have a sizeable impact on MENA media inflation. MENA’s media spends go hand-in-hand with the region’s GDP. With positive provisions for economic improvement in Iran, despite lower oil prices, the marketing and media activity in the country could grow by 80-100 percent from the previous year.
“There is a definite shift in the industry but by thinking forward and adapting our approach to the future trends we can achieve maximum impact and return on investment,” concluded Mr Skinner.
