Page 22 - Gulf Marketing Review

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MARKETERS NEED TO EMBRACE VIDEO
CONTENT LIKE NEVER BEFORE

Ian Manning, Regional Head of Agencies at Facebook Middle East,
North Africa and Pakistan

Marketers now have to review, question and mobile-first creative and we only expect
deliver new ways of marketing, consistently this to continue upward in 2018. MENA marketing professionals will also
measuring ROI. We look forward to seeing many of 2017’s need to embrace video content like never before.
With the augmented need to employ strong trends reach new heights in 2018. Mobile- Traditional customer marketing vehicles are
targeted marketing solutions to achieve first content is only going to increase in quantity becoming less effective, paving the way for
business objectives, brands are working with and quality, with heightened incorporation of personalized, digital alternatives.
partners who deliver faster, scalable solutions more immersive formats, such as 360-degree The availability of larger screen mobile
underpinned by technology. videos, virtual reality and artificial intelligence. devices also creates a more immersive and
Mobile has proliferated to the point where A massive opportunity this year is the compelling canvas for visual content.
it is an extension of people’s lives today, with a adoption of specialist tech solutions to scale, We’re seeing video gain massive engagement
plethora of content, ideas and brands waiting to with marketers and agencies have the chance with real-time audiences, not just with small-
be discovered with ease and speed. This unlocks to move beyond their own capabilities, and tap length videos and ads, but also with formats
scalable opportunities for marketers, which into an array of global talent when needed. such as television.
through strategic and creative execution, can Something we are working towards is the We’re also expecting to witness more live
create impactful engagement with audiences. “democratisation” of opportunity for companies video content broadcasts on our news feeds
This has led to the emergence of content across the region. SMEs increasingly have similar across the region in 2018.
and technology in the region, brought to life access to knowledge, tech and customers as However, with budgets becoming more
on applications and in feed, and accelerated large companies, which will put considerable accountable, there is an increased need for
by the likes of Instagram stories. pressure on traditional approaches of working, marketers to actively look to link their marketing
We’re seeing clients and agencies catching driving a transformation to compete in this investments to customer value and store visits,
up with the trend and increasingly delivering ever-evolving region. both online and offline.

22 I GULF MARKETING REVIEW I DECEMBER 2017/FEBRUARY 2018