Consumer behavior today is largely being shaped by the exponential growth of technology, which in turn is contributing significantly to the complexity of modern marketing. The world has never been more connected, but audiences are fragmenting and the flow of data is empowering organizations at… Read More
Influencer endorsements has been on marketer’s agenda for some time now. But it is not often that brands get their influencers right to convey the brand’s message. How should brands work with influencers and how can brands use them to best connect with consumers. According to… Read More
With over 135 million internet users, more than 71 million active on social media and around 400 million mobile devices, the Arab world is heavily influenced by the digital revolution. In an age when conversations start and spread both on and offline, organizations have to… Read More
As businesses and companies rethink the way they function to serve the new age consumer, and traditional media does not offer enough to the digital consumer, it is time for brands to understand how to narrate their brand story, digitally. Apart from the core physical presence, a brand’s digital… Read More
People have become immune to advertising efforts. Brands today tell compelling stories and connect with consumers by using all sorts of content, from the written word, to video, audio and music. As an industry, we often discuss brands and the way they connect with consumers… Read More
The rule of thumb for marketing for any brand in the Middle East used to be: Ramadan, Ramadan, Ramadan. Why? During the Holy Month people work less, shop more and definitely watch a lot more television. Brands tap into this dramatic lifestyle change by getting… Read More
For Keith Weed, the Chief Marketing & Communications Officer of Unilever, the growth of technology does not take away from the basic fundamental approach of placing people at the centre of all initiatives. He outlines three elements that matter when the conversation is centered on… Read More
Some of the most evolved marketers are constantly changing the way they are approaching consumers. Syl Saller, Chief Marketing Officer, Diageo, believes that in today’s age, one of the most important aspects of reaching consumer is to pack right and pack light. Lara Balazs, SVP… Read More
Islam’s most sacred month of faith is a day away. Observed during the ninth month of the lunar year, Ramadan begins with the sighting of a new moon. Iftaar and Suhoor bring families and communities together in a month of fasting, prayers, self-discipline and Zakat… Read More
Recent decades have seen distinct ‘phases’ in the evolution of consumer engagement. These can be summarised as pre-millennium, post-millennium and the present day. Consumer engagement before 2000 was limited to basic modes of customer service: helplines, letters and face-to-face interaction. The post-millennium era saw a… Read More
