Best Digital Marketing Dubai

MCN chief innovations officer Tom Roychoudhury writes in Campaign magazine on the year ahead for integration as a model in the advertising and marketing industry Can integration in our business be reverse engineered? Once you define that what is crucial, absolutely, is the client’s brand, and what benefit you can provide to it from a advertising, marketing, media perspective, making a giant leap, and then taking steps back into realizing that leap may be an innovative, inventive approach to integration. Integration is not necessarily about a one-stop-solution story. Nor is it about a ‘total solution’ (that bad word from ‘Jargons-2012’ we save for technology salesfolks). We need to understand that this is about a holistic approach that offers beginning-to-end (no, not end-to end, that’s again tech) unifying strategy that is made manifest in well-glued expressions and experiences whether it be great creative, superbly crafted media planning, jaw-dropping media buys and equally vocal supp...

Is your brand orchestrating the sing-along? Tom Roy ponders over whether consumers’ multi-screening is an opportunity or threat for brands (from Campaign Middle East, October 26, 2014) Our target audience today is consuming media across multiple screens at the same time.  Multi-devices and multi-tasking has become a key driver of today’s media planning and marketing. You’ve heard all of this before. But here’s my question: is this an opportunity or a challenge? Earlier on, the ad industry jumped at the idea of an increase in consumer engagement across multiple screens. This was a broadening of horizons beyond TV (the ‘first screen’ once). We talked about the shift from monologue advertising (lean back TV) to dialogue and lean forward engagement. Experience, participation, multi-platform engagement became buzzwords. What we blinked on was the fact that the proliferation of screens today fuels fragmentation – it causes consumer ADD – Attention Deficit Disorder. And we were caugh...

RTA - The Road and Transport Authority have launched five new apps (and a website) that offers as many as 30 new services to customers. This is a big positive step towards establishing Dubai as a Smart City. Every app is available for free download across Android, iOS, Blackberry and Windows platforms – which is commendable for launching a new app. RTA's new applications cover five different verticals: Drivers and vehicles smartphone app; smart parking app in Dubai; Salik smart app, which enables customers to inquire, top up balance, and display trips; a useful public transport app; and a business services app which enables businesses to review tenders, request placing ads, rent metro outlets and more. All of the apps are working across mobile devices and tablets. The apps need separate downloads but one can access each or all of them via a common login – username and password. Mattar Al Tayer, Chairman of the Board and Executive Director of the RTA, unveiled the launch of the new...

Facebook is encouraging direct video uploads onto brand pages, because according to them "video consumption on Facebook is growing rapidly and Facebook's news fees gives you the opportunity to place your brand at the center of daily discovery. Uploading your video directly to Facebook can increase the performance of your video campaign." If you’re looking to grow your community, increase audience engagement, gain more visibility or generate more sales, video based engagement is your winning strategy.  Facebook videos look better on Facebook – because the platform is built for them and will naturally encourage more use of their in-house facilities. However, YouTube is like the one-stop shop for video for many organizations and duplicating uploads on Facebook can seem like extra work for no good reason.  Facebook says: Video uploaded directly to Facebook using our video player have received better performance: • 5.5x lower cost per video play* • 30% higher video play rate* ...

Why should growth hacking be limited to start-ups and entrepreneurs? If the purpose of ad agencies is to increase sales, grow the business and deliver ROI for their clients' brands, isn't it time they hired a couple of growth hackers?  Before I scare off the agency CEOs with the term 'hackers' let's look at what hacking really means. A hack is a short cut. It is an innovative and inventive way of getting something done. A hacker is more concerned about the end than the means, and the term has has a bad rap because sometimes a hacker has been caught using 'innovative' to include unethical. In lay terms, a hacker is someone who is known to find a way to get unauthorized access to a computer system – usually via code. The real meaning of a growth hacker today is someone who can exponentially help increase growth by unusual, clever, outside-the-box means. Which means we need a couple at every ad agency. Really. Growth is a marketing function. Actually it is the ...

The fridge calls your mobile and alerts you that you are out of milk. Doors open and close automatically as you go in and out. The alarm clock starts your coffee machine. Car engines start as you get ready for work. City wide wifi allows instant access anytime, anywhere. It's a brave new world with IOT – the Internet of Things.  In this new era of machine-to-machine conversations, how are humans going to be smart? Is the automation of every day tasks going to make us dumber or smarter? And how is big data going to play in this new field – gathering and translating machine interactions to human solutions? In this super connected world, it's real value, real use that is going to make the difference. We'll need some really smart humans to figure out how to best use these smart machines, live in smart homes, built in smart cities. Combine IOT with Wearable and we have an ocean of possibilities. Because wearable is wherever-able and whenever-able, and the Internet of Things allo...

Multi-screen or multi device marketing is a big buzzword. Screen journeying is another. But is this new consumer habit taking away valuable focus and attention to a brand's message? People today are performing sequential screening between devices. Starting on their smartphones, watching a bit of tv on the side and then moving on to a tablet or a laptop/desktop environment. Across these screens, it is becoming a difficult challenge for brands to find and hold attention to the messages they are putting out there – across these screens. Consumer journeys across screens, often in real time, are causing havoc for media planners – and savvy brand managers are beginning to question the effectiveness of their media spend. Or at least, they should be. Add to that, when on their tablets or laptops (besides, of course having the tv on), they have multiple tabs open – moving rapidly from news to social to gaming and back to news and so on. Even within that journey, often they are multi tabbing...