Myrna Abou Mrad el Khoury

ArabAd - - COVER STORY -

Founder | CEO The Full Cir­cles

TIMES ARE HARD

I think the Com­mu­ni­ca­tion in­dus­try in Le­banon is fac­ing to­day a ma­jor ma­tu­rity thresh­old:

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con­sid­er­ably, are faced with a ma­jor threat, off­line vs. on­line? Nei­ther is pay­ing a clear de­ci­sive pay­back, ob­vi­ously;

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be­tween a re­peat ad to save on bud­gets or a low-cost cam­paign de­signed for new me­dia;

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the same menu (SMS, promo code, QR code, loy­alty cards, Gif etc.).

Times are hard. The key­word is to in­no­vate without ex­ag­ger­a­tion! It’s ok to go back to the ba­sics, the 4Ps and the SWOT anal­y­sis and the de­mo­graph­ics vs psy­cho­graph­ics, as many of the cam­paigns wit­nessed lately do lack fi­nesse, emo­tional bond­ing with the con­sumers, wit as well as an ab­sence of events that build en­gage­ment with the right au­di­ence; in­stead we get to see the same faces in­vited ev­ery­where with no rel­e­vance with the brand and with no added value but their beau­ti­ful In­sta­gram pic­tures and a hash­tag! It’s the per­fect time to re­con­nect with the client, the brand, the mar­ket and cre­ate our own trends based on mar­ket dy­nam­ics as the world is mov­ing fast and the cri­sis will even­tu­ally fade down and we would still be here yield­ing the re­sults from the af­ter­math! As Fy­o­dor Dos­to­evsky says: “Times of cri­sis, of dis­rup­tion or con­struc­tive change, are not only pre­dictable, but de­sir­able. They mean growth. Tak­ing a new step, ut­ter­ing a new word is what peo­ple fear most.”

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