Chal­lenges Re­main Huge

ArabAd - - COVER STORY -

We are striv­ing to use new forms of com­mu­ni­ca­tion that en­gage and ac­tively in­volve the con­sumer in this con­tin­u­ally evolv­ing con­text.

Let’s go back to ba­sics. Ad­ver­tis­ing is not about pro­duc­ing TV, ra­dio, print and out­door com­mer­cials. Ad­ver­tis­ing is quintessen­tially about com­mu­ni­cat­ing with con­sumers.

Peo­ple used to con­sume one form of me­dia at a time, which made it sim­pler for us to craft our cam­paigns ac­cord­ingly. To­day, peo­ple are watch­ing TV, while “lik­ing” con­tent on Face­book, com­ment­ing on Twit­ter and shop­ping on Ama­zon. Con­sumers are per­son­ally in­ter­act­ing with all kinds of brands and this has changed them from pas­sive to ac­tive. They want to voice their opin­ion all the time and they know they have the plat­forms, the tools and the mo­bil­ity to do so. In short, they are more in con­trol.

Of course as ad­ver­tis­ers, we are striv­ing to use new forms of com­mu­ni­ca­tion that en­gage and ac­tively in­volve the con­sumer in this con­tin­u­ally evolv­ing con­text. We started a few years back with dig­i­tal ad­ver­tis­ing and so­cial me­dia pres­ence. We’re mov­ing to­day to­wards em­brac­ing new trends like on­line short videos, which can have a bright fu­ture in Le­banon if the In­ter­net con­nec­tion was not so bad. We’re also ex­per­i­ment­ing with na­tive ad­ver­tis­ing, which fo­cuses more on story-telling, in­spir­ing peo­ple and cre­at­ing con­ver­sa­tions, rather than pro­mot­ing and “hard­selling” our brands.

Again, chal­lenges re­main huge in Le­banon as the po­lit­i­cal, financial and so­cial con­texts are to­tally not help­ing, and tal­ents are leav­ing the coun­try to find bet­ter op­por­tu­ni­ties else­where. We nev­er­the­less still strive to al­ways have an “adapt­able” team that is upto-date and eclec­tic enough to face the op­por­tu­ni­ties ahead.

Sara As­saf In­ter­mar­kets - Gen­eral Man­ager

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