Page 24 - Gulf Marketing Review

C O V E R S T O R Y

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THERE WILL BE A CONTINUED
CONCENTRATION ON BRAND SAFETY

Jonathan Adashek, Vice President Global Communications and Chief
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Digital transformation of marketing systems Artificial intelligence (AI) is playing an We also anticipate stronger integration
has become essential, with a “digitise or increasingly prominent role in automotive and development of automation trends that
die”attitude taking hold. Historically, selling marketing and will continue to do so in 2018. are aimed at tackling key global challenges,
a car online has been considered unrealistic. AI is being deployed in new areas, including such as protecting the environment and road
This logic is being re-evaluated, and global optimising media spends, content creation, lead safety, for example.
trends are now moving towards creating a scoring and personalising website experiences Government incentives remain important.
complete virtual experience for car buyers. for each consumer. Here in the UAE, current initiatives from DEWA
Digital technologies allow consumers to The technological applications for the and RTA are boosting EV ownership, with a
learn everything about the models and options, auto industry are still in their infancy, but the goal of 42,000 electric vehicles on the roads
select the car, spec it and pay for it online. potential is limitless. by 2030.
They might only head to the showroom for Behind these developments will be a For transportation and automotive
a final test drive or pick up their new vehicle. continued concentration on brand safety. companies, long-term success will be based
An exciting example of this are augmented All global players will be employing stringent upon flexibility and responsiveness in the
and virtual reality platforms, which allow measures to ensure their communications are face of these evolving trends.
automakers to bring the showroom to the only conveyed in a safe environment and a Longevity will require a vision and agenda
consumer. With live virtual showroom technology, relevant context. that constantly prioritises innovative solutions
brands will be able to bring real cars right Electric and autonomous vehicles are to meet the challenges of energy supplies,
into consumers’ living rooms – right down breaking the mould of how cars look, feel and growing urban population centres and the
to specific details and interior designs. Even perform. With a total of two million electric cars emergence of autonomous vehicles.
virtual test drives of a customer’s favourite on the roads, we expect EV sales to continue Eventually, the cars of the future need to
model will become commonplace. growing throughout 2018. provide more than just mobility.

24 I GULF MARKETING REVIEW I DECEMBER 2017/FEBRUARY 2018