Staff Articles

The core of data-driven marketing is better characterisation of the individual. Google, Facebook and other platforms characterise users’ desires and match them to companies that can satisfy them. Users contribute to smart ecosystems, overlaid across devices and applications, and companies are analysing and capitalising on information quickly and in near real-time. It allows them to […]

Anja Petrovski, Marketing Director at Volkswagen Middle East speaks to Ravi Raman, Publisher of Martechvibe about how data impacts and influences all marketing decisions from monitoring the performance of media channels, messaging and creative plans, and the quality of leads. How has consumer behaviour changed over the last year in the auto industry? There is no […]

When Steven Speilberg’s Ready Player One hit theatre screens in 2018, it was a glimpse into how virtual reality might one day transform the way we experience life. Set in a dystopian future, the year 2045, to be precise, the story shows us a world where people seek to escape from reality through the OASIS, […]

Increff, the India-based data technology venture in the fashion and lifestyle segment, has finalised partnership deals with UAE’s brands in fashion and logistics, Namshi and Aramex. The deal will enable the two UAE companies to gain access to Increff’s multichannel smart fulfilment platform Assure, which helps companies automate processes, improve manpower efficiency and reduce operational […]

Adjusting to a new normal, the CMOs and heads of marketing agree that businesses are now doing more than merely paying lip service to customer empathy, while being innovative If Covid-19 has done one thing for business, it is an accelerated shift to a not only digital-first, but people-first mindset. And for marketers, the lack […]

People keep saying it: everything has changed. As the days spent in our homes blur together, outside in the world of marketing, huge shifts in consciousness are happening. The pandemic is teaching marketers not just to be digital, but to use it to bring new experiences that are more intuitive, productive, efficient and exciting for […]

When Google released its Cardboard, a low-cost viewer where one could insert a smartphone, in 2015, it put an emerging technology like virtual reality (VR) into the hands of everyone. The excitement was palpable. A year later, Google announced that over 5 million Cardboard viewers had shipped, over 1,000 compatible applications had been published, and […]

There is a lot to think about when building a MarTech stack. It’s a crucial role that will automate manual tasks, inform decisions based on collected data, segment customers into cohorts so you can launch targeted campaigns and measure performance, so you know what’s working and what’s not.  In addition to finding tools that help […]

Despite the pandemic, brands across industries are sensing the need to offer innovative experiences to customers. The experience economy is here to stay. Laila and her group of friends want to hang out in a café with board games rather than a traditional coffee shop. Fred wants to first experience the latest iPhone features in […]

As the world becomes more digitalised, online reputation can be the strongest asset or the biggest liability. This is because online reviews matter and are often used by consumers as their informants before making important decisions. YouGov’s latest study reveals the power of review and rating sites (like Google Reviews, Glassdoor, etc.) and the trust […]