Guest Authors

Have you ever thought about adopting a hobby by first thinking about buying the gadgets or tech? I want to start running; I must buy a fitness tracker or a treadmill I want to pursue photography; I must buy a camera I want to play an instrument; I must buy a guitar Six months to […]

Aziz Rofat’s day starts with a cup of strong coffee. After his morning cuppa, Aziz, who heads category management for one of the Middle East’s luxury retailers, logs into his system to access his daily sales report trying to make sense of the numbers. This has been his routine for the last 15 years. But […]

There have been many developments in the TV industry over the past decade, all have centred around a striking shift of power, the consumers are now firmly in the driving seat However, despite, and perhaps because of, the emergence of more digital channels, like over-the-top (OTT) and subscription video-on-demand (SVOD), TV is holding its own […]

Marketing in the digital age requires brands to embrace new tactics, forge new alliances to enhance the customer experience. Though challenging, the organisations investing in these areas are the ones winning the battle for new customers and market share. The way in which brands connect with customers has transformed entirely. From the channels used and […]

Are you looking to reduce your total cost of ownership and accelerate time-to-market? Don’t build a customer data platform (CDP) from scratch for data management and integration — buy one and build an innovative solution that drives competitive differentiation. “Organisations investing too much in building or customising systems of record have less funding available for […]

In today’s demanding marketing orb, every marketer’s quiver has to be armed with the right tools that will allow access to customised reports filled with the most recent data. Here’s the starting point of your quest. Ever come into your office, look at your calendar, and see right there in printed black and white that […]

How do you choose your MarTech stack? There are 7000+ tools available today as per Chiefmartec.com by Scott Brinker. It’s important to see through the noise and keep your eye on the goal. A MarTech stack is more like a MarTech matrix. Data flow is not linear or uni-directional. A stack is visually a neat representation. However, in […]

According to Forrester, “a laser-like focus on Customer Experience (CX) is the best path to business success”. Telcos need to up their game if they are to keep pace with the expectations of their customers. The key to this is the development of a more meaningful and relevant personalised experience. Over the last 20 years, […]

Customer Relationship Management (CRM)resonated for almost two decades, however, it is time to move ahead Today, marketers are striving to give customers a superlative ‘experience’ and not just manage the ‘relationship’. Enter CXM Exit CRM. Marketing can no longer operate in silos. CX-driven marketing requires behavioural data (social, web, media), CRM, After-sales, Financing, and so […]

Influencer marketing is a mega-trend and it’s no surprise. Driving traffic from search and social isn’t getting easier. Clickthrough rates from SEO are falling. Social and email are more crowded and competitive than ever. But there’s hope. A faster, less expensive way to reach your audience: influencer marketing. Organic influencer marketing is about connecting and collaborating with […]