Page 16 - Gulf Marketing Review

C O V E R S T O R Y

FORWARD THINKING

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t was a turbulent 2017 for the Arabian Gulf, mix, including digital, it adds. At the same time, senior officials from different sectors questions
Iwith a tough start giving way to economic and measurement and optimisation approaches such as: what do they expect from 2018 and
geopolitical volatility as the year progressed. will be modified so that ROI becomes more of how will the shadows of 2017 impact the
Some of the most pressing challenges a journey and less of a destination. marketing landscape this year? What are
included the immediate need to de-escalate But here is the conundrum: The UAE and the major opportunities and challenges they
regional tensions in the Middle East, especially Saudi Arabia have rolled out VAT, which is not look forward to in 2018? And, finally, do they
between Saudi Arabia and Iran, and shoring only an unprecedented taxation system for agree that marketers this year will be constantly
up the crude oil prices that have historically this part of the world, but also brings with it exposed to new changes and trends as they
had a high sentimental value to most of the a flurry of new processes, mechanisms and had last year?
economies in the region. It also looks likely accounting procedures. While some of the respondents sounded
that these woes will continue into 2018. How can marketers, already under pressure sceptical about VAT, others declared outright
A recent report by Kantar Millward Brown to maximise their campaign budgets, reconcile that the introduction of the tax will eat into
predicts: “2018 is poised to be another busy with the procedural challenges the new taxation their marketing budgets.
year for marketers, complete with continued system brings in? Not to forget the dwindling ad However, one common denominator in
evolutions in communication approaches, media spends by many businesses, one of the sharpest their responses was that marketers need to
targeting technology and ROI measurement.” cuts in many years, which has accentuated be more proactive and re-evaluate where they
Following a year where many brands questioned the need to streamline marketing strategies. are dedicating resources.
and rethought digital investment, 2018 will see To learn more about what to expect in Read on to find out more about what they
more focus on an integrated view of the overall the coming year, GMR asked marketers and had to say.

16 I GULF MARKETING REVIEW I DECEMBER 2017/FEBRUARY 2018