Staff Articles

David Raab needs no introduction. The marketing technology consultant was recently in Dubai to speak at Middle East’s first and largest marketing technology summit – Vibe Marketers Fest 2019. Raab, known for his extensive knowledge on marketing technology, coined the word Customer Data Platform in 2013. He spoke about the mistakes marketers make when choosing […]

With more channels, and touchpoints available for customers to interact with a brand, marketers’ task has never been more complicated. Vikram Krishna, Executive Vice President, Head of Group Marketing & Customer Experience, explained how marketers can resolve these complex issues. “What do we need to do differently to win market share while dealing with the […]

At the end of the workday, you jump in your car and get hit with a notification from Apple Maps: “15 minutes to Home. Traffic is normal right now.” This is personalisation in a nutshell. Your phone knows your daily routine and gives you a heads up before you even have a chance to buckle […]

According to Scott Brinker, the MarTech guru behind the widely popular Marketing Technology Landscape Supergraphic, marketers must follow five cardinal rules – centralise and decentralise everything, and automate and at the same time humanise everything. And lastly, embrace the change. In his keynote session at the recently concluded Vibe Marketers Fest (VMF) 2019 in Dubai, […]

In 2017 Kuwait-based telecom brand Zain released a video ad during Ramadan. It went viral for all the right reasons. Featuring Emirati pop singer Hussain Al Jassmi, the three-minute commercial showed a range of nationalities pleading with a suicide bomber not to carry out his attack. The anti-terror ad not only delighted the audience with […]

An increasing number of mobile-first evangelists have underlined the fact that mobile is not just another gadget; it is the future of businesses! Mobile devices are key communication devices for most of the consumers throughout the globe, and every year the numbers are increasing exponentially.  A study conducted by We Are Social showed that 50% […]

Chatbots have sparked a debate about their effectiveness and appeal to customers. A lot of it depends on how customers feel about talking to a bot during customer service requests. That’s where NLP comes in. NLP, or Natural Language Processing, as per Gartner, is a technology that “involves the ability to turn text or audio […]

Location-based marketing involves both offline and online business tactics to help plan and implement activities based on the geographic location of the customers. Assessing the geographical location also requires accurate information and customer data to the highly-targeted audience. Small businesses have a lower reach yet are battling out with the biggest competitors, and with the […]

Machine Learning (ML) combined with artificial intelligence (AI) is enriched customer experience with the ability to process huge volumes of data. Thanks to ML, companies are now in a better position to understand customers, based on the purchase data, process and previous history of transactions, behavioural patterns, and movements. Customer services via chatbots and virtual […]

Despite continued efforts by the advertising community, ad fraud continues to plague advertisers and technology platforms. A report released by cybersecurity company Cheq states that advertisers will lose more than $23 billion globally to ad fraud in 2019. There are very few steps like ads.txt taken to ensure ROI for marketers who are spending billions. […]