Ac­com­mo­dat­ing Change

ArabAd - - COVER STORY -

What are clients most in­ter­ested in pur­su­ing in 2016 and what do you think brands should fo­cus on in the com­ing year--to get the most out of their mar­ket­ing plans?

With fierce com­pe­ti­tion and in­creas­ing cus­tomer choices, re­turn on in­vest­ment is be­com­ing more im­por­tant than ever be­fore. This has trig­gered clients to re­shape their modus operandi to max­imise mar­ket share at the low­est pos­si­ble in­vest­ments. Brands should move to­wards bet­ter data us­age, im­proved tar­get­ing and con­tent cre­ation.

Through econo­met­ric mod­el­ing and bet­ter data anal­y­sis, clients are able to op­ti­mise their mar­ket­ing ac­tiv­i­ties and have bet­ter sales fig­ures. Mov­ing from the tra­di­tional way of buy­ing im­pres­sions and fo­cus­ing on ad­dress­ing re­spon­sive con­sumers by look­ing into their on­line be­hav­iour, clients will be able to make ev­ery ad rel­e­vant and ev­ery brand en­gage­ment valu­able.

Fur­ther­more, with the ever-grow­ing us­age of so­cial me­dia chan­nels, con­tent is be­com­ing an in­te­gral part of any brand. By pay­ing ex­tra at­ten­tion to brand so­cial pages and in­tro­duc­ing en­gag­ing con­tent to re­main top of mind, in­creases adopters, thereby turn­ing them to brand ad­vo­cates.

In ten years, the ad in­dus­try has tremen­dously changed. What is the most crit­i­cal part of the ad busi­ness to­day and what does ef­fec­tive ad­ver­tis­ing look like in this new world?

The ad in­dus­try is def­i­nitely be­ing re­shaped. Clients are now look­ing for more en­gag­ing plat­forms to con­nect with po­ten­tial cus­tomers. Thus the need for Ara­bic con­tent is be­com­ing more es­sen­tial than ever be­fore. More­over, clients are cre­at­ing syn­ergy in their cam­paigns be­tween off­line and on­line, sup­ported with so­cial me­dia to cre­ate that 360-de­gree ef­fect. This is meant to en­gage the con­sumer, cre­ate aware­ness, trial and adop­tion, and most im­por­tantly, in­crease us­age. > En­gage­ment with the brand in­creases

brand adop­tion and loy­alty > Bet­ter re­turn on in­vest­ment > Bet­ter un­der­stand­ing of the needs of

cus­tomers > Have Ara­bic con­tent ready to con­nect

with cus­tomers > Bet­ter ROI mea­sure­ment tools > So­cial plat­form readi­ness and

proac­tiv­ity

the need for Ara­bic con­tent is be­com­ing more es­sen­tial than ever be­fore.

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