Mastercard, a global brand synonymous with delivering priceless experiences, set out to engage travelers during the summer holiday period. Their objectives were clear: drive top-of-mind awareness ahead of holiday planning, boost consideration for Mastercard’s travel experiences, and deepen the brand’s lifestyle appeal.

Mastercard launched a two-phase campaign across key locales in the Middle East, that turned Amazon into a destination for travel inspiration. In Phase One, a summer-long custom landing page on Amazon.ae showcased culinary and travel offers, supported by a full-funnel campaign that included Amazon DSP and a Homepage Hero Takeover that drove high visibility whenever shoppers landed on Amazon.ae. Phase Two kicked off with an interactive, gamified product selector on Mastercard’s custom landing page, recommending Parisian culinary experiences. Though Mastercard doesn’t sell physical products on Amazon, the team innovated by adapting Amazon’s native product selector to link potential travelers directly to Mastercard’s website.

This seamless journey, from discovery on Amazon to purchase on Mastercard’s website, allowed new and returning users to explore and book experiences. Click here to discover the full campaign results.

When OSN+, a streaming service in the MENA region, set out to launch the second season of HBO’s House of the Dragon (HOTD), it wanted something that went above and beyond a typical media plan. Before the series premiered, OSN+ and Amazon Ads orchestrated a series of teasers designed to stoke anticipation. In the Kingdom of Saudi Arabia, over 350,000 specially designed Amazon delivery boxes were produced, with the aim of transforming routine deliveries into delightful doorstep moments. Each box bore striking imagery from HOTD and included a QR code that drove customers to the OSN+ Brand Store on Amazon.sa.

Wondering what the custom Amazon boxes looked like? Click here to find out.

Moreover, OSN+ transformed Amazon.sa into an immersive House of the Dragon battlefield, where visitors chose between Team Black and Team Green through an interactive Brand Store experience allowing fans to explore exclusive trailers and character histories through a tailored experience that revealed the secrets and rivalries of their chosen house. This dual-path content journey helped visitors delve deeper into each house’s story, further increasing engagement on the page while creating a natural journey to the OSN+ website, where viewers could subscribe to watch the new season of HOTD.

During the launch day, the campaign utilized the homepage takeover, draping the website in black or green, piquing curiosity among Amazon shoppers who might not have been die-hard fans of the show, and tapped into Twitch, with a hero headline on the service’s homepage and a First Impression Takeover, where viewers would see an OSN+ pop-up during their first Twitch broadcast of the day. Click here to learn more about the impact and results the campaign drove.

The limitations

The concept of nationality-based segmentation is simple; targeting potential buyers based on their national origin, assuming that nationality correlates directly with preferences, behaviors, and investment goals. But does this approach recognize the complexities of modern investors? Nationality, while important, does not account for the diverse motivations, preferences, and behavioral patterns within each demographic.

Take British investors in Dubai for instance While they might share a common nationality, their reasons for investing could vary drastically. Some are drawn by Dubai’s tax advantages and property yields, others by a desire for a vacation home or a base of operations in the region. A one-size-fits-all marketing message targeting all British buyers will inevitably fall short of addressing their individual needs. Relying too heavily on nationality also disregards emerging markets and niche segments that do not align with conventional national groupings.

In the case of Dubai, the influx of buyers from countries like Canada and the United States, driven not just by traditional investment but by lifestyle changes, signifies that investors now seek more tailored, personalized experiences rather than generic, nationality-based messaging. This points to a more nuanced approach—one that goes beyond demographic segmentation to look at the psyche and lifestyle of potential buyers.

Moving towards psychographic segmentation

The solution lies in psychographic segmentation, a more sophisticated method that focuses on understanding the values, interests, behaviors, and lifestyles of potential buyers. Through targeting specific motivations rather than broad nationalities, marketers can create more compelling and personalized strategies that resonate with their audience on a deeper level.

In Dubai, a melting pot of nationalities, psychographic segmentation offers the advantage of tailoring marketing strategies to align with the diverse desires of global buyers. Whether they are seeking a luxury property with world-class amenities, an investment opportunity with high returns, or a family-friendly environment, understanding the specific psychographics of each buyer type enables real estate professionals to build a more engaging and persuasive narrative.

Key psychographic segments in Dubai’s real estate market

Lifestyle seekers

This segment includes buyers prioritizing luxury, wellness, and community living. They are often drawn to upscale developments offering world-class amenities, spas, fitness centers, and access to green spaces. The growth of Dubai’s wellness and hospitality sectors speaks volumes about the rising demand for properties that cater to these lifestyle-oriented buyers.

Investment-focused buyers

Investors in this category are primarily concerned with high rental yields and capital appreciation. This segment includes individuals from around the world, including Europe, Asia, and beyond, who view Dubai as a stable market for long-term returns. Targeting this group requires presenting detailed financial projections, highlighting rental yields, and showcasing the city’s robust growth trajectory.

Family-oriented purchasers

For families, the key decision-making factors include proximity to schools, safety, and access to recreational activities. Dubai has evolved into a family-friendly hub, with an increasing number of developments designed for those seeking a comfortable, community-focused lifestyle. Catering to this segment requires emphasizing child-friendly amenities, schools, and parks within specific developments.

Digital nomads and remote workers

A growing segment within the real estate market, digital nomads and remote workers value flexibility, connectivity, and access to vibrant communities. Dubai’s booming co-working spaces, cafes, and flexible living arrangements have become a draw for this group, particularly as more people seek an alternative to traditional office life. Property developers that offer flexible leases, well-connected areas, and a strong sense of community will resonate with this segment.

How to implement psychographic strategies effectively

To tap into psychographic segmentation, real estate marketers must embrace a data-driven approach that allows them to craft targeted, personalized marketing strategies.

Data collection

Marketers need to gather relevant data through surveys, social media analytics, and direct customer feedback. Insight of this nature will help create a comprehensive understanding of buyer preferences and motivations, empowering marketers to craft campaigns that speak directly to those needs.

Personalized marketing

Rather than employing broad advertising tactics, real estate marketers should develop campaigns that speak to specific psychographic profiles. For example, while lifestyle seekers may respond to visuals of serene, luxury living spaces, investment-focused buyers may prefer a more analytical approach highlighting return on investment and long-term growth potential.

Flexible offerings

Developers must design properties and amenities that align with the unique needs of different segments. Flexibility is key—whether it’s offering a range of property sizes, varying lease terms, or specialized amenities like co-working spaces or wellness centers, understanding the desires of each segment is essential.

Ongoing engagement

Real estate is a long-term investment, and buyer preferences can shift. Continuous engagement through personalized communication, updates on market trends, and tailored recommendations ensures that marketers stay relevant and maintain strong relationships with potential buyers.

The future of real estate marketing in Dubai and beyond lies in understanding the deeper motivations behind a buyer’s decision—motivations that go beyond nationality to encompass lifestyle, values, and aspirations.

For real estate professionals, embracing this shift will not only help differentiate their properties in a competitive market but also cultivate lasting relationships with buyers. In a world where personalization and relevance are key, the ability to tailor real estate offerings to a buyer’s psyche rather than their passport is the true path to success.

1. Hacking the Algorithm

The specifics of TikTok's algorithm are constantly evolving, but we prioritize a few key elements:

• Visual Appeal: The UAE market values aesthetics and thrives on beauty, so ensure your visuals are stunning, showcasing the vibrant colors and textures that define Emirati culture.

• First Seconds Matter: Attention spans are short on TikTok. Start your videos with a bang – a surprising fact, a relatable question, a hilarious skit. Utilize 'clickbait' techniques ("escape the UAE-heat!") but deliver on the promise. Remember, humor is a universal language, so don't be afraid to inject some lighthearted fun.

Flowwow's UGC content: @sasha_reynolds

• Keep it Short: Gen Z favors short content. We keep videos between 15-40 seconds, optimizing for clip-based thinking and avoiding overlong narratives.

• Hashtag Expertise: Capitalizing on relevant hashtags increases discoverability. We utilize trending hashtags and those specific to the UAE market.

• Inclusivity Through Subtitles: Not everyone watches with sound. We integrate subtitles to ensure inclusivity and maximize viewership.

2. Evoking Emotions, Not Just Likes

We go beyond simply adhering to the algorithm's preferences. Continuous brainstorming, distinct style, innovations, and unique content that stands out from the crowd – these are our guiding principles. 

Selling flowers is about celebrating life's special moments. Our videos tap into this by sparking positive emotions – from the joy of receiving a surprise bouquet to the heartwarming sentiment of a birthday gift. We avoid overly promotional content, focusing on stories that resonate with viewers.

For instance, this UGC video by @ginkrook scored 15.4K views. Our client in Dubai received a surprise flower delivery from us, ordered by her sister who recently moved to Kuwait. Our fresh, beautiful blooms brightened her day and served as a heartwarming reminder of their bond. This story exemplifies Flowwow's seamless delivery service, even across international borders, and its ability to create lasting connections through the power of flowers.

Flowwow's emotional UGC content: @ginkrook

3. Embracing Collaborations

Facts and figures are fine, but stories stick. Craft engaging narratives that weave in your product or service. Remember, storytelling is personal. Let your UGC creators share their experiences and emotions, building trust with the audience. Intriguing narrative structures guide viewers past the first few seconds – ads intended to make users curious keep them watching 1.4x longer.

Gen Z responds more positively to the authenticity of UGC compared to staged, polished visuals, especially when partnering with local UGC creators who embody the Emirati spirit. Further solidifying this point, Flowwow's case study demonstrates a 4-5x increase in social media engagement when utilizing UGC content. 

Flowwow's UGC content: @callmeshadss

4. Adding Value

Gen Z wants information, but they want it delivered in a way that's fun and engaging. Focus on 'edutainment' – content that educates while entertaining. For instance, during our Peonymania season, we created several videos and posts, sharing diverse tips on enhancing peony experience. People love to share valuable tips, so make sure your content is easily digestible and worth saving. Think 'FOMO' – create a sense of urgency with exclusive tips or limited-time offers.

Example of edutainment on Flowwow’s TikTok

5. Cultivating Long-Term Influencer Partnerships 

Building long-term partnerships with influencers offers several advantages. Firstly, it allows them to delve deeper into your brand story and showcase its unique offerings. Secondly, you bypass the unpredictable algorithms of social media platforms. When influencers use your product or service regularly over time, their endorsement feels more genuine and resonates better with their audience. The UAE market presents its own set of nuances, as influencer marketing is still in its early stages here. One of the big advantages of micro-influencers is their high engagement rate thanks to their smaller follower base. The real magic lies in creating our authentic content – live videos directly from Gen Z influencers to their Gen Z audience.

Another benefit of working with micro-influencers is their ability to jump on trends quickly. Since TikTok trends shift about once a week, micro-influencers can adapt easily and stay flexible. This allows you to create trending campaigns with them, unlike bigger influencers who might require scripts and budgets locked in months in advance.

Image Source: Flowwow via Tiktok

We reacted quickly to this then-trending music (above), and the result was 1,945 likes on our growing account!

Communication is key, so prioritize clear and concise interactions to build strong relationships.

Yes, that makes sense grammatically. Here's a slightly refined version for clarity and flow:

Capturing Gen Z's attention on TikTok requires a blend of attractive visuals, authentic storytelling, and strategic collaborations. By leveraging these elements, you can effectively engage your audience, ensuring lasting impact and relevance in the UAE's vibrant social media landscape.

What might seem like a mundane experience, reveals a powerful secret. It highlights the forces that affect our purchasing decisions.

Even though you may think you are making a logical decision, a massive part of human behavior is typically controlled by unconscious emotions. Neuromarketing thus plays a pivotal role here by offering a method for understanding the 'why' behind consumer behavior.

Did you know, the human brain consists of 86 billion neurons? Each of these neurons can potentially connect to up to 7,000 other neurons, forming a complex network that makes up 2% of our total body weight, and consumes 20% of the body's resources. This allows it to process 11 million bits of information every second!

What does this mean for marketers? The constant influx of data presents a significant challenge: how can we create content that stands out and captures the consumers' attention?

Traditional market research techniques such as surveys and focus groups often fall short as they tend to rely on self-reported data, which can be inaccurate or unreliable. This is because some customers struggle to articulate their thoughts and reasons, while others are influenced by social desirability bias, making the responses skewed.

Neuromarketing employs a different strategy, using technology to peer directly into the minds of the target audience, revealing unconscious emotional triggers that influence purchasing decisions that circumvent cognitive thought.

How Neuromarketing Reads Your Mind

As the name suggests, Neuromarketing uses tools like EEG (electroencephalogram) scans and eye-tracking systems to measure brainwave activity, offering valuable insights into emotional responses to marketing stimuli. Imagine your brain as a bustling carnival, with different sections catering to various sensations and emotions. When engaging with the content you enjoy, such as a Dunkin’ advertisement, the 'happiness' section lights up, signaling activity like lights on a carnival ride.

Traditional marketing focuses on directly questioning the audience about their specific preferences. While this may seem like the logical thing to do, the responses can be skewed based on social situations. For example, people might say that they enjoy go-karting, but there’s a high probability that they secretly enjoy the roller coaster more.

Neuromarketing takes on a completely different approach and reveals true emotions. For example, a sports drink company can leverage it to determine whether advertisements with sharp fonts and bright colors activate the 'motivation' and 'happiness' sections in the brain, more than ads with muted tones and simple fonts.

Top Brands That Use Neuromarketing

Large corporations like Amazon and Google utilize neuromarketing to enhance their marketing strategies while boosting sales.

Hershey’s decoded the sensory experience of consuming their chocolates and discovered that auditory cues like the sounds of unwrapping a Hershey’s Kiss activate pleasure centers in the brain. This led to them redesigning their entire packaging, enhancing their customers’ experience, boosting sales, and dynamically increasing engagement.

Coca-Cola is another major corporation that successfully harnessed the power of neuromarketing. Using EEG and eye-tracking technology, they measured consumers’ cognitive and emotional reactions to ads. Based on the results, they focused on featuring happy people enjoying Coca-Cola in social settings, which significantly boosted company revenue.

Mattel's Barbie is another company that used neuromarketing to understand nostalgia. By incorporating nostalgic elements into their marketing campaigns, especially during the release of the Barbie movie, they created a deep emotional connection with the audience, enhancing brand affinity and engagement.

The Future is Now: Neuromarketing and AI

Now let’s address the elephant in the room, AI. The combination of artificial intelligence and neuromarketing marks a transformative era in marketing. Being inherently different from each other, both these technologies offer complementary insights into consumer behavior.

While neuromarketing reveals subconscious desires, AI analyses this data to craft hyper-targeted campaigns. This synergy allows brands to generate campaigns catered to audiences based on their subconscious desires, creating deeper emotional connections.

The Human Touch

In the AI era, human intuition and creativity remain indispensable in marketing. AI is supposed to enhance and complement, not replace these qualities. The human aspect—the capability to connect, understand, and empathize — imbues marketing efforts with resonance and authenticity. AI acts as a powerful ally, augmenting human capabilities and enabling marketers to delve deeper into consumer insights.

AI, Neuromarketing and the Ethical Landscape: Where Should We Draw the Line?

Similar to other technologies, the use of AI and neuromarketing should be transparent and responsible, taking into consideration ethical practices. It is crucial for brands to clearly state when they are using or collecting neuromarketing data to build consumer trust.

When used responsibly, AI-powered neuromarketing has the power to revolutionize the way brands connect globally. For example, technologies such as Virtual reality (VR), have the potential to immerse consumers in new and engaging brand experiences, tapping into their senses and emotions like never before. Brain-computer interface interactions also open vast avenues for direct consumer engagement, creating a path for impactful marketing strategies.

The future of marketing and advertising lies at the nexus of technology. As new technologies emerge, the digital landscape is rapidly and constantly evolving. Will AI-powered neuromarketing create meaningful connections or exploit subconscious choices? The answer depends on our capability to navigate this landscape with clarity and a commitment to innovation. By harnessing the power of AI while adhering to ethical principles, brands can drive a transformative journey confidently.

Keep in mind that the MENA e-commerce market is exploding and is expected to exceed $500 billion by 2030. That's massive! But, with so many people aiming for success, you need a unique edge to stand out. That edge? SEO.

In this guide, we're diving into five organic SEO strategies designed just for Shopify stores in the MENA market. These tactics will help you show up more in searches, draw in more customers, and stay ahead of the competition.

Tip 1: Focus on MENA-Specific Keywords

To really connect with local shoppers, it's all about choosing the right keywords. Opt for MENA-specific keywords that reflect what people in the region are searching for. This strategy ensures your store appears in the searches that matter most.

Tools to Help You Find These Keywords:

• Amazon Suggest: Just start typing a product into Amazon, and pay attention to the suggestions that pop up. These can give you insights into popular long-tail keywords that might bring more visitors to your store.

• Keyword Tool Dominator: This handy tool pulls autocomplete data from big platforms like Google and eBay. It's fantastic for spotting what's trending in different markets, including yours in the MENA region.

• Ahrefs: It requires a subscription, but Ahrefs offers comprehensive data on keywords, including search volumes, competition level, and insights into what your competitors might be using.

Putting Keywords to Work:

• Product Titles: Include your main keywords here to catch search engines' attention quickly.

• Meta Descriptions: Write engaging meta descriptions with your keywords to encourage more clicks.

• Product Descriptions: Naturally integrate keywords throughout your product descriptions. Remember, stuffing too many keywords can actually hurt your ranking.

• Alt Text for Images: Use keywords to describe your images, which boosts SEO and improves site accessibility.

Examples of Effective MENA-Specific Keywords:

• For a fashion store: 'Abaya Dubai', 'Kaftan Saudi Arabia', or 'Jalabiya Kuwait'.

• For electronics: 'Best smartphones UAE', 'Affordable laptops Qatar', or 'Gaming consoles Bahrain'.

• For beauty products: 'Halal skincare Saudi Arabia', 'Organic beauty products UAE', or 'Perfumes Oman'.

Tip 2: Make Your Site Easy to Navigate

A simple, well-organized website is essential for keeping both users and search engines happy. If customers can easily find what they’re looking for, they’re more likely to make a purchase and return in the future.

Here’s how you can make your store easier to navigate:

• User-Friendly Navigation Is Key: Use a clear menu that groups products into logical categories and subcategories. For instance, if you're selling clothes, you might have broad categories like 'Men', 'Women', and 'Kids'. Under these, you could have subcategories like 'Tops', 'Bottoms', and 'Accessories'.

• Use Collections and Breadcrumbs: Shopify’s 'Collections' feature is great for grouping related products. Breadcrumbs meanwhile trace the path a user has followed to reach their current page and make it simple to navigate back to prior pages. This feature is great for enhancing the user experience and cutting down on bounce rates.

• Optimize for mobile: With a significant amount of shopping in the MENA region done on mobile devices, ensure your site is responsive and loads quickly on smartphones and tablets.

Tip 3: Market Your Shopify Store 

Effective marketing boosts your SEO. Here are some ways to engage with your customers:

1. Create Useful Content

Having a blog on your Shopify store is a smart way to improve SEO. Regularly post relevant and helpful content, such as:

• How-To Guides: Create step-by-step tutorials related to your products. For instance, “How to Create a Skincare Routine for Dry Skin” if you sell beauty products.

• Gift Ideas: Write articles like “Top 10 Gift Ideas for Eid” or “Best Gifts for Ramadan” to attract holiday shoppers.

• Product Lists: Compile lists like “Best Summer Dresses of 2024” or “Top Gadgets for Tech Enthusiasts.”

       2. Use Social Media

• Social media platforms like Instagram, Facebook, and Snapchat are incredibly popular in the MENA region. Use them to promote your store, and share blog posts, product updates, and special offers. And remember, engaging with your followers by quickly responding to their comments and messages also makes a big difference.

       3. Get Quality Backlinks

• High-quality backlinks are crucial for SEO. Reach out to local influencers and bloggers to review or feature your products. Building relationships with manufacturers and guest posting on well-known local sites are other link-building strategies that can enhance your site’s authority and improve your rankings.

Tip 4: Use Local SEO Techniques

Local search engine optimization is essential for Shopify stores that target the MENA region. Local SEO helps your store appear in local searches, making it easier for nearby customers to find and visit it. 

Here’s how to make the most of local SEO:

• Optimize Your Google My Business: Set up and fine-tune your Google My Business (GMB) profile. Ensure your business name, address, and phone number (NAP) are consistent across all platforms. Add relevant categories, an engaging business description, and high-quality photos.

• Encourage and Handle Customer Reviews: Positive reviews not only improve your search rankings but also attract more customers. Encourage satisfied customers to leave reviews and respond to all reviews to demonstrate that you value customer feedback.

• Use Location-Specific Landing Pages: Create landing pages tailored to specific locations within the MENA region, such as Dubai, Abu Dhabi, and Riyadh. Include local keywords and information relevant to each location to boost your local search visibility.

Tip 5:Take Advantage of Shopify SEO Apps

Shopify offers a range of SEO apps designed to simplify your SEO efforts and boost your store's performance.

• Yoast SEO: Helps optimize your content for search engines, offering detailed suggestions for improving your product pages, blog posts, and site structure. It also aids in keyword optimization and internal linking. For MENA-specific SEO, you can adjust the keyword settings to target local search terms effectively.
• Plug-In SEO: Performs regular checks for SEO issues, covering elements like page titles and meta descriptions, and helps fix technical SEO problems.
• Shopify Search & Discovery: Enhances your store's search functionality, making it easier for customers to find what they’re looking for. It allows you to create custom filters and synonym groups, which are especially useful for MENA shoppers who might use different terms for the same product.
• OptinMonster: Effective in converting visitors into buyers with features like pop-ups and email subscription forms. This app is particularly effective in the MENA market, where personalized offers and engagement can significantly boost conversion rates.

There you have it — five powerful organic SEO strategies to supercharge your Shopify store in the MENA market. Follow these steps, and you're well on your way to turning traffic into a loyal customer base.

In a world of information overload, the importance of brevity in communication has surged, underscoring the need to grasp the psychological foundations that make concise messaging so effective. This necessitates a deep dive into practical techniques for refining complex ideas into bite-sized content that is not only digestible but also impactful.

The Challenge of Attention Scarcity

The digital age has ushered in unprecedented levels of information accessibility, creating a paradox of plenty where the abundance of content leads to scarcity of attention. This ‘resource curse’ has had users bombarded with an overwhelming stream of data, making it increasingly difficult for any single message to stand out. Therefore, the ability to convey a compelling narrative in a succinct manner becomes more than just an asset for marketers; it becomes an indispensable necessity.

Less is More

The effectiveness of micro-messaging is deeply rooted in psychology. The cognitive load theory suggests that our working memory has limited capacity. Concise messages reduce cognitive load, making information easier to process and remember. Moreover, the mere exposure effect indicates that brief, repeated exposure to a stimulus can enhance positive feelings towards it. Hence, short messages that are easily digestible tend to be more effective in creating a lasting impact.

The Power of Brevity

Bite-sized content thrives on brevity and clarity, cutting through the noise to deliver messages that are both, immediately grasped and memorable. This conciseness is not about the diminishment of content but about its potent distillation. In an era where time is at a premium, messages that can be quickly understood and acted upon are the ones that resonate the most.

The Art of Distillation

Crafting short bursts of content from complex ideas involves a sophisticated blend of techniques to ensure each word resonates. It begins with identifying and focusing on the essential core message, utilizing impactful language to evoke vivid imagery or emotions. Simplicity in structure, using bullet points and concise sentences, aids in making the content accessible. The process of iterative refinement, continuously sharpening the message, is crucial for clarity and impact. These strategies work in concert to create polished, engaging micro-messages that captivate audiences with precision and depth.

Social Media as a Scaled-down Communications Platform

Social media serves as the quintessential micro-messaging space, where brevity and engagement converge. Platforms like X, with its character limit, compel users to be concise, fostering creativity and precision in messaging. These platforms also offer real-time interaction, fostering dynamic conversations and enabling users to adapt their messaging for optimal engagement.

Attention-grabbing Headlines and Opening Paragraphs

In press releases, for example, headlines and opening paragraphs are paramount. They must capture the essence of the message compellingly and concisely to entice the reader to delve deeper. Crafting these elements involves focusing on newsworthiness, employing active voice, and leveraging data or quotes for added impact, all while maintaining brevity and clarity of thought.

Subject Lines and Content Snippets

Crafting compelling subject lines is pivotal in email and newsletter effectiveness, acting as the critical gatekeeper to audience engagement. To elevate open rates, utilize action-oriented verbs that instigate urgency, personalize by weaving in recipient details, and ensure brevity, especially for mobile visibility. Within the email body, deploy concise, impactful snippets to swiftly communicate key messages or calls to action, enhancing readability and prompting response. This approach not only streamlines communication but also significantly boosts engagement, marrying professionalism with precision for a stronger impact.

Micro-content in Multimedia

The rise of short-form podcasts and videos underscores the expanding reality of micro-content. These formats cater to the consumer's desire for quick, engaging content that fits into their busy lives. They offer unique challenges in storytelling and production but also present opportunities for creative expression and connection with audiences on a more personal level.

Tailoring Snippets to Resonate with Specific Demographics

Understanding your audience is crucial for tailoring condensed content. Different demographics may respond to various styles, tones, or platforms differently. A/B testing and audience analysis can help refine messages to ensure they resonate with the intended audience, increasing the likelihood of engagement and action.

Enhancing the Visual Appeal

Visuals play a critical role in enhancing compact messaging. The right imagery or video can grab attention, evoke emotion, and complement the text, making the message more memorable and impactful. The integration of visuals and text should be seamless, each enhancing the other to convey a unified, compelling narrative.

Balancing Brevity with Genuine Connection and Engagement

While brevity is the soul of short-form content, it must not come at the expense of genuine connection and engagement. The ultimate goal is to create content that not only captures attention but also resonates on a deeper level, fostering a sense of community and dialogue. This involves being authentic, providing value, and encouraging interaction — ensuring that the concise message is the beginning of a larger conversation.

If content was the heart and soul of marketing, then brevity is the precision-guided arrow, striking the target with unparalleled impact.

Recently, global marketing agency, TEAM LEWIS conducted a survey to understand the consumer behaviors of those in the UAE during Ramadan. This is to understand everything from how and when individuals prefer to be marketed to during Ramadan.

Strategizing a Ramadan Campaign

For marketers and advertisers, grasping consumer behavior is more than essential — it's the cornerstone of effective strategy. According to TEAM LEWIS’ survey, 75% of respondents observed a surge in advertising during Ramadan, with 45% expressing a strong inclination towards purchasing from Ramadan-specific campaigns. This underscores not only the heightened visibility of marketing efforts during this period but also the significant opportunity for brands to leverage consumer engagement.

Diversify Your Offerings

While food-related products see the highest level of advertising in Ramadan (86%), there's ample room for non-F&B businesses to shine. The survey findings reveal that brands including home goods and clothing can also effectively capture consumers' attention during Ramadan. They can capitalize on the cultural significance of Ramadan. Additionally, they can adapt their products accordingly.

In addition to determining the optimal product for marketing during this period, it's crucial to understand the most effective channels to engage your audience. According to the Consumer Behavior survey, the majority of respondents (72%) believe that social media posts are the preferred method to reach a brand's audience. During this time, 41% are highly likely to engage with Ramadan-specific content on social platforms.

But which platform dominates? The survey reveals that Facebook and YouTube are at the forefront, with 66% and 65%. Additionally, television advertisements have proven successful, garnering a positive response from 63% of participants. This is due to increased time spent indoors with family and friends.

Timing is Everything

Understanding the rhythms of Ramadan is crucial for optimizing ad placement. Engagement may be lower during fasting hours. According to the TEAM LEWIS survey, users are more likely to engage with ads after Iftar (48%). They also prefer to shop late in the evening after Taraweeh prayers (38%) or early in the morning before fasting (24%). Aligning campaigns with these patterns can significantly enhance their effectiveness.

Embrace Cultural Relevance

Incorporating Ramadan-related themes and symbols into marketing materials is also important for establishing stronger connections with consumers. While it may appear minor, integrating elements such as the crescent moon, traditional lanterns, or other cultural motifs can enhance authenticity. This approach can deeply resonate with your audience.

In today's digitally driven landscape, authenticity and cultural sensitivity reign supreme. By aligning your marketing efforts with the values and traditions of Ramadan, you can cultivate meaningful connections with your audience. This can drive engagement and foster loyalty.

Why do organizations today need to consider the art of personal branding? How can it help them forefront their purpose and values?

We are all vying for attention, employing various techniques as brands to capture it. Personal branding takes a different approach. Instead of chasing, we aim to attract. I learned this the hard way after spending a decade in branding. The reality hit me, no one really cares about how good I am, my track record, or how amazing and different my product or service is. It’s similar to how we catch butterflies — you don't chase them; you build a garden and let them come to you. Your personal brand is that garden. It's not about shouting to be heard; it's about creating a space that your audience can't help but be drawn to. While everyone competes based on years of experience and niche knowledge, your branding strategy should involve telling stories. These aren't just any stories — they're everyday narratives from your work and interactions with clients, turning-point anecdotes that reshaped your perspective on your work or industry, and stories that reveal why you do what you do (your purpose). Think of your stories as puzzles. Instead of giving the entire puzzle, for instance, in one post, tweet, or video – share a piece of the puzzle in each post. Ideally, make it something one can consume in under twenty seconds or five sentences.

UGC has taken various forms, and EGC – Employee Generated Content has emerged to be one of them. So, what is it?

Employee Generated Content (EGC) is an innovative strategy that brands have yet to fully embrace. Unlike User Generated Content (UGC), which encourages customers to create content, EGC features employees as content creators. Content that provides insight into their work life, behind-the-scenes, and personal stories tied to the brand. It's the ultimate way to infuse humanity into your marketing, and easily a goldmine for personal storytelling and brand representation.

Why, today more than ever, can EGC become a game-changer for brands?

People no longer trust conventional marketing, whether it's for products, brands, or recruitment. They know it's scripted and planned. However, they do trust the individuals who work day in and day out for the brand. They want to know: who are the humans behind the brand?

EGC is like having your own influencer marketing rolling at a reasonable cost, and it's effective for both boosting profits and market research. If you specifically observe the engagement patterns of EGC creators on social media, you discover followers wanting them to try something, improve something, or create something new. Why? Because they feel a personal connection to the inner world of the brand. Followers share exactly what they want to see next and the solutions they would want the brand to provide. We often see comments like, “I love seeing the behind-the-scenes; you made me spend $1k in your shop last month!”

What can brands use EGC for, and what are the different types of it?

EGC serves various purposes for brands. It can function as a form of marketing, where employees share their work approach and interactions with clients or customers. Additionally, it proves to be a powerful tool for recruitment, providing glimpses into company culture and attracting new talent. Evidently, there's often a surge in job applications after EGC posts go viral. I received over 50 direct messages inquiring about open positions after sharing a “Day in the Life at the Adidas HQ” on LinkedIn, reaching over 3 million impressions. Different types of EGC can take the form of blog posts, social media content, videos, or even podcasts. Consider formats such as “day in a life,” “the other day a customer asked me about X,” or “yesterday I was reminded why I do this work.”

Does EGC have any effect on an organization’s workplace culture? If so, how?

Absolutely. EGC significantly impacts workplace culture, going beyond enhancing the company's image; it taps into two of the top three motivators for us humans: purpose and self-expression. Firstly, purpose: Creating content around their work reminds employees of why they joined your brand initially — the purpose and impact they have. A study on the strength of purpose revealed that purpose is twice as important as a higher salary for employee retention.

Secondly, self-expression: When employees share their stories and experiences, it makes them feel important and heard. They're not just working for the brand; they're actively shaping how the world sees it. This, in turn, boosts morale and creates a happier workplace energy.

How can brands and advertisers struggling to attract, retain, and nurture top-tier talent leverage EGC? Where can they start, and how can they build a long-term strategy for the same?

Experienced, skilled individuals and Gen Z, recognize the importance of their personal brands and will not compromise self-expression for ‘just another job.' Offering a way to integrate this into their work context provides a distinct advantage in the talent market. A good starting point is to find ways to incorporate it into talent development programs. For marketers or business development managers, it can also serve as a performance indicator within their everyday marketing responsibilities. EGC, at its best, functions as a form of talent nurturing with long-term benefits for promotional avenues.

How can organizations incorporate EGC into their holistic marketing strategies?

The essence of EGC lies in the fact that it can seamlessly be integrated into your existing schedules, further enhancing what you're already doing. This might involve having employees share their stories on social media, providing behind-the-scenes glimpses of a launch or product development. It's crucial to maintain authenticity and provide employees with the right amount of creative freedom to stay motivated. Unlike UGC, you're not spending time explaining your brand vision, values, or purpose because your employees intimately know your brand. With effective onboarding, training, and a simple 3-step approval process, you can implement an evergreen content strategy without adding extra cost or workload. This approach is far more feasible and economical than traditional marketing tactics or influencer collaborations. Both your consumers and potential talent will connect better with your existing employees when they narrate their own stories. Finding ways to incorporate revenue share, performance metrics, or talent development into the process can offset many costs usually associated with the reach you'll achieve. It will prompt you to reconsider your ad budget. Just think about it: what would you rather click on — a fancy ad about a product or an exclusive behind-the-scenes look at how it was made?

This piece was first published in Communicate's inaugural Best Places to Work 2023 issue.

The Illusion of Brand vs. Demand Generation Marketing

In today’s rapidly changing economy, marketers often feel pulled in opposite directions: do they prioritize building a strong brand or chase immediate sales? This "demand vs. brand" debate is a false choice.

Contrary to popular belief, brand building isn't just a long-term game but also boosts short-term results. It's not an abstract concept but a measurable entity that significantly impacts business outcomes. A strong brand doesn't just guide business decisions; it drives market expansion, customer loyalty, and operational efficiency. Therefore, striking the right balance between brand building and demand generation isn't just desirable; it's essential for sustainable growth.

Demand generation can increase sales quickly, capture more of the market, and help reach short-term goals. However, a strong brand can make these effects even bigger. For example, consider Nutella. This brand hardly ever lowers its prices. But when they did one time, it sold very fast. There were even chaotic scenes in grocery stores. Because Nutella is a strong brand, and people are happy to pay more for it, offering it at a lower price created a huge demand. This shows the impact a strong brand can have when used in demand generation.

Uniting Marketing and People for Transformative Success

Despite rapid technological advancements, people remain key to successful transformation. This includes both external audiences such as customers and internal ones like employees and future talent. Rather than treating these groups as distinct audiences requiring different brands, we need to align all experiences under the same brand. This creates a symbiotic relationship between brand and culture, paving the way for innovation, growth, and extraordinary transformation. It's crucial for organizations to bring all audiences along on their transformation journey.

In November 2023, Crown Prince Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum approved the revamped brand identity for ‘Dubai Health’, Dubai’s first academic health system. Aligned with Dubai’s vision for healthcare excellence, the new brand focuses on patient care, learning, discovery, and giving, reflecting a commitment to global standards. By integrating innovation and a patient-centric mindset, Dubai Health is poised to significantly contribute to Dubai's vision of a world-class healthcare system that advances health for humanity, demonstrating the power of synergy between marketing and human resource functions in reshaping brand identities with purpose.

Dubai Health’s primary value is ‘Patient First’ aiming to deliver high-quality care, ensure patient safety, and promote a positive patient experience. To engage the diverse workforce of about 11,500 employees, we developed the "Together We Advance Care" platform. Through intensive research, surveys, interviews, and a three-day off-site workshop, we were able to reach and involve more than 50% of the staff in shaping the new brand. This inclusive approach fostered a sense of belonging and alignment with Dubai Health's mission, contributing to its successful establishment as the emirate’s first integrated academic health system.

Embracing Vulnerability and Bravery

In an era marked by existential challenges and high stakes, brands are often bubble-wrapped in a bid to avoid criticism or failure. However, embracing vulnerability, defined as exposing oneself to potential failure or criticism, is becoming increasingly essential for brands to foster trust, creativity, and character. The trend for 2024? Letting go of the 'safe word' and embracing risk.

Think of Calvin Klein and Barbie as examples – their audacious brand strategies have catapulted them back into the heart of cultural conversation. These brands recognized that in an era where algorithms can easily churn out 'mid', they needed to step outside the norm to be remarkable. They embraced difference over relevance, sought irrational responses, catered to every sense, and leaned into their imperfections and vulnerabilities. In essence, they traded brand safety for brand bravery, proving that to truly capture attention, brands must dare to defy the algorithm and embrace the beautiful messiness of the world.

Take NEOM's approach, for instance, that has shown a willingness to challenge orthodoxy in various sectors, from education to agriculture. This leap of faith might seem scary, but it resonates more deeply with audiences and builds lasting trust. By openly acknowledging their shortcomings and demonstrating genuine efforts to address them, brands can emulate this approach and create a stronger connection with their audience. After all, it's better to find a solution first than to wait forever for someone else to show you how.

As we look ahead, these observations will help create impactful brands that resonate with audiences and stand out in an increasingly competitive landscape. The future of branding is exciting, and these trends provide a roadmap for navigating it successfully.

Launching towards the end of 2023, Reach introduced its content creators hub, offering professional and tailored representation for local and international influencers and celebrities. Reach is proud to announce it is now representing food influencers:

Karl Abi Aad (@duck.the.diet), Mohamed Omar (@Moweeezy), and eating disorder specialist Rajaa Khatib (@beatroot__), together boasting hundreds of thousands of followers.

Since its inception in 2022, Reach has worked with a vast range of famous brands including Kitopi, Noon, Noon Food, and Mustela, creating campaigns across its 360 marketing services, ensuring brands are connected to the right audiences.

Ihab Ghazal, Founder and CEO of Reach, said, “Our growth from 2022 to 2023 has been exponential. Operating solo in 2022, Reach’s team has grown to four key people with revenue increasing 500 percent year-on-year. The projected revenue for Q1 is set to break 2023 records. Since we don’t have a direct selling strategy, the increase is solely dependent on the success of our campaigns of our clients and word of mouth.

“Our influencer marketing strategy is heavily metrics-oriented and proves that it’s more than awareness. Trackable increase in sales month-on-month has shown that with the right influencers, sales can increase.”