According to Álvaro Martínez, Sr. Director MENA - Growth Marketing and Pricing, talabat, the question is always: what channel drives the cheapest CPA versus which channel drives the best user cohort at an acceptable cost. Small semantics, big difference.
Most organisations begin with reputational and regulatory concerns, because those risks are easier to quantify. However, mature organisations eventually understand that ethical AI starts with protecting people, says Alexander Merkushev, Head of AI Projects at Yango Tech.
As AI agents and automated traffic reshape digital advertising, performance marketers must prioritise traffic quality over clicks to improve bidding accuracy, reduce wasted spend, and drive meaningful conversions.
Mobile ordering now dominates food delivery in the MENA region, driven by aggregator apps, social discovery, and AI-powered restaurant tech. New data reveals how mobile-first dining is reshaping restaurant operations, marketing strategies, and consumer behaviour.
Consumers are changing the way they make decisions and where they make purchases. Brand leaders are tracking these shifts to align retail strategies to evolve in tandem.
The consumer has evolved, and brands are trying to catch up. Keep the message simple, and build a community where people genuinely talk about your brand, says Layal Akouri, Partner and CEO at Nadine Njeim Beauty. Word of mouth today is far more valuable than running an ad.
Successful change management isn’t about systems — it’s about people. Martechvibe spoke to enterprise leaders about driving this AI transformation by addressing resistance, embedding learning modules, and connecting each role to the bigger vision of customer experience so everyone wins.
In-store retail is being reimagined, shares Andrey Dorosh, Regional Retail Director, MENAT markets at Samsung Electronics MENA. When paired with digital channels, physical retail becomes critical to a true omnichannel strategy—one that meets customers where they are, both online and offline.
Marketing leaders from Team Saudi, Asma Hospitality, MSQ Middle East, and Cenomi Centres share how emotion, experience, and empathy are redefining brand relationships with consumers in Saudi Arabia.
Brands that delegate design and decision-making entirely to algorithms inevitably fall into homogenisation, where content starts to look and feel the same. The consequence is not just creative fatigue, but a measurable decline in long-term results, says John Speers, Joint Managing Director Middle East at MSQ.
