Page 13 - LOCAL PLANET PR REPORT - MARCH 2024

powered algorithms can analyse massive amounts of data to forecast consumer
behaviour and trends,” Arnaud Verchere, Group CEO at Tonic International and
Chairman of Local Planet MEA, told Khaleej Times in an interview.

Excerpts:

Prior to the digital era, traditional advertising and marketing strategies used

offline channels to reach audiences, which included print, broadcast, direct mail,
and in-person approaches. These methods, including telemarketing and outdoor

advertising, have since evolved with the emergence of online platforms and
technology-driven campaigns.

Using AI, marketers can capitalise on insights to anticipate consumer demands,
optimise content, and make data-driven decisions to create higher-impact

campaigns. Programmatic advertising also relies heavily on AI as it automates
real-time ad placement and purchase. This boosts productivity, lowers expenses

and enables more accurate audience targeting. In addition to enabling dynamic
pricing strategies and allowing businesses to adjust prices based on factors such

as demand, competition, and market trends, AI can further help companies
shape better customer journeys by carefully analysing touchpoints and

interactions.

With greater connectivity and on-the-go access to information, the growth of
mobile devices has had a significant impact on consumer behaviour. In order to
enhance customer experience and satisfy their needs, businesses make

significant investments in its digital platforms every year. Increased planning and
development across all sectors have also propelled the usage of mobile devices

and the internet, particularly in the Middle East, by providing users with more
integrated wireless services. A key element in this is that mobile devices make

location-based services possible, which enables companies to offer users
customised, location-specific promotions and advertisements.

Consumers expect instant access to information, reviews and product details,
which makes it essential for businesses to ensure that their online presence is

mobile-friendly and content is easily accessible and digestible on smaller

https://www.msn.com/en-ae/money/news/ai-creating-new-waves-in-advertising/ar-BB1k2XEP