Page 33 - Gulf Marketing Review

C O V E R S T O R Y

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seeing 360° assessments of
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FOCUSING ON MEASURING AND
MAXIMIZING ROI WILL BE KEY

Sara Al Sayegh, Director of Marketing & Corporate
Communications, Dubai Media Incorporated

Marketing is constantly evolving due to the One of the fastest-growing marketing Dubai TV to focus on programmes that cater
changes in the media landscape, which prompts phenomena has been the upsurge of influencer to Millennials. From entertainment, to news
all marketers to adapt and go beyond the marketing. However, the industry is becoming segments, and programmes, we transformed
typical to find innovative and creative ways savvier about partnering with social media our content to fit the market changes.
of engaging with consumers. influencers and strategies are formed to ensure A major task for marketing professionals
Changes in the digital space, the rise of quality content, transparency and measurable across the region in 2018 will be focusing
Artificial Intelligence, advancements in social results for brands. on measuring and maximizing ROI. The
media tools, and consumer habits and demands, Experiential marketing is also trending and challenge lies in identifying and implementing
are all factors that are impacting the way we is no longer an option for a brand to stay more integrated measurement techniques,
do business year on year. relevant in today’s world. rather than measuring ideas and mediums
Partnership marketing was one of the most We expected 2017 to be the year of change separately.
trending topics in 2017, which played a significant and it lived up to this expectation. Only with Marketers are keen on seeing 360°
role in leveraging our campaigns by generating regular change, can we continue to evolve assessments of any activity with real figures
consumer engagement and activations ideas. to keep up with the dynamics of the market. on performances and returns from partners,
From a broadcast perspective, we have seen With solid plans, a positive outlook and the which will enable them to identify areas of
content ownership grow in 2017 and increased right talents, we were able to adapt to these improvements.
customization of content to fit the regional consumer. changes and execute successful projects. Moreover, Augmented Reality (AR) represents
This is naturally due to consumer demands, For example, our research showed that a great opportunity for marketers and one
especially millennials, and the need for original there is a need to create content that caters to that we will look to tap into more aggressively
content that caters to them. millennials, therefore, this year we relaunched in 2018.

DECEMBER 2017/FEBRUARY 2018 I GULF MARKETING REVIEW I 33