Page 16 - LOCAL PLANET PR REPORT - MARCH 2024

4/22/24, 3:00 PM Business Today Middle East has a conversation with the Chairman of Local Planet MEA, Arnaud Verchere on the marketing and a…
We consider collaboration key to enhancing quality of services. Our alliance with Tonic International, RMS
Media and Curiosity Africa helps us harness the diverse expertise needed to thrive in the region. Tonic
International offers in-depth knowledge of local markets and a client-centric approach, while RMS Media
provides essential resources and expertise on the Middle East region. On the other hand, Curiosity Africa offers
global marketing technology solutions to transform the advertising landscape in Africa.

4. How does Local Planet MEA plan to cater to the increasing demand for data-driven marketing in the
Middle East, as businesses invest significantly in this area?

Local Planet MEA is committed to addressing the demand for AI-powered marketing in the Middle East. Our
approach involves incorporating AI into creative campaigns, data analytics, audience targeting, customer
experience, and ROI optimisation. We aim to harness AI not only to anticipate and adapt to the evolving
marketing landscape, but also leverage its potential to assist our clients in achieving revenue growth.

5. Could you elaborate on the impact of Artificial Intelligence on advertising and marketing in the MEA
region? How has it transformed strategies and campaigns?
Advanced technologies have been a key enabler of the industry’s transformation, and AI tools, known for
optimising and automating campaigns, takes centre stage. AI plays a key role in transforming strategies and
campaigns, while generative models such as ChatGPT and TensorFlow are the cornerstone of curating bespoke
applications for marketing tasks. We utilise AI to create customer segment maps by evaluating social media
photos, generating banners and videos and real-time campaign analytics. Reports indicate that AI-generated
banners raise productivity by 15 per cent to 25 per cent, exemplifying the impact of AI on the region’s marketing
sector.

6. With the rise of mobile usage in the MEA region, how do you see mobile marketing influencing business
demands, and what strategies do you think are crucial for success in this field?

The increasing rate of mobile usage in the MEA region is necessitating businesses to concentrate on a mobile-
first marketing approach. Businesses must leverage social media dominance and design content for platforms
such as Facebook and Instagram. Similarly, they must utilise app-based marketing approach such as push
notifications and in-app ads to offer personalised user-experiences. To thrive in the mobile-centric marketing
landscape of the region, businesses must adapt swiftly, optimise websites, develop mobile apps and tailor
strategies in alignment with regional trends.

7. Given the dynamic nature of the industry, how does Local Planet MEA plan to stay agile and adapt to
the rapid changes in the digital marketing and advertising landscape?

To thrive in the MEA region, we offer a comprehensive plan focussing on vigilance, trend monitoring and
technological advancements. Furthermore, we aim to strengthen collaborations with partners including Tonic
International, RMS Media and Curiosity Africa. We are constantly investing to upskill our team, keeping them
updated on latest practices. We embrace a culture of innovation and foster an ecosystem that promotes adaptation
to changes.

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