The biggest breakdown is that personalisation is still treated as a tactic rather than an operating system. Many brands understand the value of personalising the ad experience, but execution still happens across fragmented workflows, says Christiana Marouchos, VP of Marketing at StackAdapt.
Martechvibe’s Asked and Answered: There’s been some debate about whether brands need to be ubiquitous in their messaging strategies. So, we asked the brains behind South Africa’s leading brands to share their thoughts on connecting more meaningfully with customers…
AI has erased the gap between zero and “good enough,” but in doing so, it is pushing brands towards sameness. As synthetic creativity floods the market, marketers must prioritise messy, emotional, human storytelling to stand out and rebuild real connections.
On International Women’s Day, Martechvibe asked women in leadership roles across marketing, finance, and technology about what advice they would give their younger selves starting out their careers, knowing all they know now.
AI-generated marketing is everywhere, and consumers are increasingly calling it out. But this isn’t a rejection of AI itself; rather, it’s what standards marketers are willing to sacrifice in the name of speed and scale.
Streaming growth across the Gulf is accelerating the rise of Connected TV advertising, as Smart TVs, FAST channels, and data-driven targeting reshape how brands reach engaged audiences in MENA.
Ramadan marketing is shifting from campaigns to participation. Leaders from Yango Play, Ooredoo Qatar and Al Jazeera reveal why authenticity now depends on how products adapt to Ramadan’s lived rhythms, not on seasonal storytelling.
Modern point-of-care marketing demands relevance, precision, and trust. Here are the five upgrades every healthcare marketer must adopt to engage HCPs effectively at the exact moment care decisions are made.
Performance marketing has reached a turning point. As 2026 unfolds, there are three shifts marketers need to watch and prepare for.
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.
