Not so long ago, advertising was the easiest way to reach out to consumers. Short messages in videos and images was all that was needed for the connect and for building brands. But in the last few years, there has been a paradigm shift in the… Read More
In today’s competitive market, where mainstream brands are pushing into premium category and traditional luxury fashion moving into mass market, it is necessary for real luxury to distinguish itself and retain its mystique. Manal Khater, Regional Strategy Director, Atelier at Leo Burnett is of the… Read More
With more and more consumers owning and using smartphones than ever before, brands need to embrace technology to put their brand message across to consumers on different social mediums. While brands have jumped into the foray, luxury brands have been hesitant in doing so. High-end… Read More
Storytelling is an integral part for brands to deliver their message to the end consumer. Stories that are passed around on social media about a brand can be powerful in shaping up mainstream perceptions. Finding the human story for any luxury brand creates an emotive… Read More
As the digital infrastructure of the region keeps growing, the bandwidth of the connections allows the deployment of new strategies. Brands, including luxury brands, try to re-produce the in-store experience through purpose-designed sites. People use a combination of online channels to research the product they… Read More
If MENA is one of the top luxury markets in the world, Middle East romances luxury to the tunes of USD 6 billion to USD 10 billion annually. Tourists, expats and brand-conscious locals have beaten economic slowdown and political turmoil to ensure that the growth… Read More
It would be an understatement to say that the luxury consumer ecosystem is becoming more fragmented. Gone are the days when there was this one type of luxury consumer. Today, amidst the different kinds of luxury consumers, each has its own unique expectations from luxury brands. Add… Read More
There is a shift in consumer demand for accessibility in a single app versus relying on a plethora of separate mobile apps. A recent survey by Vuclip, a mobile video on demand (VOD) service on emerging markets showed that a high number of consumers (82 per cent)… Read More
A large section of marketers depend on integrated marketing campaigns with the hope that the campaign mix and investment levels are optimized to realize the highest return to their expenditures. In MENA, marketers have taken time but are finally warming up to the idea of integrated… Read More
Native advertising is the masked hero in the world of advertising technologies. Behind the mask is what many may describe as the pricey, digital and perhaps even direct descendant of the advertorial. “It’s all about content. Native advertising is a non intrusive experience that engages… Read More
