The key is to back your on­line cam­paigns with off­line me­dia.

ArabAd - - COVER STORY -

What has been the big­gest bar­rier for clients to plan and im­ple­ment in­te­grated dig­i­tal cam­paigns? And what ad­vice do you have for dig­i­tal mar­keters?

Some of the clients didn’t see the shift in at­ten­tion/con­sump­tion and still be­lieve tra­di­tional me­dia has the big­gest reach. Al­though this is still true in some in­dus­tries, dig­i­tal mar­keters should help their client see the po­ten­tial reach of on­line and dig­i­tal, not only in num­bers, but in re­sults! They should study the tar­get au­di­ence well to max­imise the con­ver­sion rate and the ROI.

How have mo­bile and dig­i­tal tech­nolo­gies af­fected the way you carry out de­sign and brand­ing?

The avail­abil­ity of a cer­tain name on the ma­jor so­cial me­dia plat­forms as well as the avail­abil­ity of a .com do­main are be­com­ing a con­straint for the client in the nam­ing process of cer­tain brands. The de­sign of on­line ma­te­rial has also to take into con­sid­er­a­tion the rec­om­mended sizes and guide­lines in terms of text used in­side a vis­ual. Since most of the on­line con­tent is con­sumed on mo­bile or tablets all web­sites need to be adapted and op­ti­mised for mo­bile to of­fer the best user ex­pe­ri­ence for the vis­i­tors and to Brand lead­ers want a part­ner who can work seam­lessly across the whole spec­trum of paid, owned and earned me­dia as well as all the new and old plat­forms. The dis­tinc­tion be­tween types of agen­cies has shrank, and the abil­ity to de­liver a whole pack­age has be­come the core com­pe­tency for any mar­ket­ing re­lated com­pany. How do you stand out to win the pitch?

At Quake­vi­sion we do be­lieve that be­ing spe­cialised in Dig­i­tal Me­dia will give us by far ex­tended ex­per­tise and all the time to fo­cus on en­hanc­ing our know-how. When we re­ceive a re­quest from our clients for me­dia book­ing ser­vices whether for ra­dio, TV or be com­pli­ant with Google and the other search en­gines re­quire­ments.

While brows­ing will be­come solely on mo­bile plat­form in the com­ing two years, we would imag­ine all web­sites con­vert­ing into Apps…but then again, how many apps will you in­stall on your mo­bile/tablet? Maybe apps will shrink again to be­come mo­bile sites… Re­mem­ber the new­bie say­ing “Can you please in­stall the in­ter­net on my PC?”

Founder / CEO Quake­vi­sion

out­door, we sim­ply re­fer them to other pro­fes­sion­als in our net­work with whom we usu­ally work.

To­day, Quake­vi­sion is a Kitchen for well-known rep­utable agen­cies, and is han­dling cam­paigns for many big brands on So­cial Me­dia and Google Paid Search.

So­cial and dig­i­tal is core now to ev­ery­thing we do. Are clients re­quir­ing in­creased dig­i­tal creative so­lu­tions? If so, what are the types of dig­i­tal strate­gies that clients in the re­gion are look­ing for the most?

So far, clients are shift­ing into build­ing dig­i­tal com­mu­ni­ties to stay in touch with their cus­tomers and to at­tract new ones. At Quake­vi­sion we pro­vide so­lu­tions to man­age Web, Mo­bile and So­cial Me­dia from one place.

So far we have built Face­book games for many clients in­clud­ing Bocon­cept

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