Challenges Remain Huge
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