Innovative marketing skills essential for business growth in 2022 – News


Branded offerings will need to reflect and shape the new realities of consumer behavior. – Wam photo file

Businesses have shifted to digital marketing and experienced increased spending in the online marketplace in 2021.

Posted: Sat 8 Jan 2022, 11:20 PM

Last update: Sat 8 Jan 2022, 11:24 PM

The digital dynamic has prompted everyone to rethink the innovation they must adapt to in 2022 to stay afloat in an extremely competitive global market. What digital trends will meet consumer needs and what innovative solutions will ensure stable sales are what bothers stakeholders.

How do you define your target segment, especially in the UAE? What marketing strategy will work? What budget are you prepared to allocate given the impact of the pandemic which is still affecting businesses? Many questions like these are sure to surface. So how will brands balance when you need to optimize your resources and have a limited budget for marketing and sales.

Businesses have made the switch to digital marketing and have seen increased spending in the online marketplace in 2021. Digital advertising uses the internet to deliver marketing messages in various formats to internet users. This includes advertisements on search engine results pages (Search Advertising); advertising in social media networks in the form, for example, of sponsored posts (advertising on social media); advertising banners (advertising banners); advertisements in video players (video advertising); and paid digital classifieds (Classifieds). Global revenue of $ 465.5 billion in 2021 is expected to reach $ 683.1 billion by 2026, according to Statista.

Ramesh Menon.

Ramesh Menon.

Ramesh Menon, CEO of brandform, based in Dubai, said: “It is extremely important for brand owners to prioritize the refinement of their products and services. The time has come for unprecedented growth; and brands need to review their offerings to see how they can be tailored in size and volume, across all markets. Paying attention to this means consciously automating processes that otherwise take time. Automate notifications on your platform. Automate your marketing messages. Automate social media scheduling across all channels. Automate the flow of leads – it’s about reaching your customer with calls to action when they show interest online. Automate your analytics in your CRM to track so you can respond quickly.

Menon says that by integrating automation and analytics as a discipline in digital marketing and management, brands can expect smart, prescriptive advice, leading to new innovations in product design and design. services. “To put it simply, use current trends not only for short-term sales, but also to effectively create long-term value,” he added.

Kantar, the global leader in data-driven analytics and branding consulting, reveals the trends and recalibrations at play in the global media industry and its expert forecast for this year. The top five areas likely to witness a transformation are video-on-demand (VoD) audience transparency; overhaul of the commercial internet; media performance and marketing balance; new approaches to data; and reshaping the behaviors of the Covid era.

Branded offerings will need to reflect and shape the new realities of consumer behavior. Brands, products and services will need to meet new consumer needs for convenience, value, sustainability and innovation. Brands that invest – in data, knowledge, people and marketing – will thrive. The most successful brands will embrace the differences – diversity and complexity – of the audiences they seek to reach. This represents a great opportunity for brands to grow in this time of recovery: explore deeper segmentation and engage with communities beyond their existing audience.

Ritesh Mohan.

Ritesh Mohan.

Likewise, Ritesh Mohan, Author and Retail Expert, Founder of said, “When a marketer is stuck and no ideas are generated, the easiest way is to spend advertising money to create visibility is like an automatic strategy. However, ad targeting will be more difficult for marketers in 2022. With the advent of the new IOS operating system, cookie tracking that made ad targeting very effective in the past would no longer be possible. More and more consumers are concerned about their privacy, which poses challenges for digital marketers. “

Kantar believes advertisers still need to think very strategically about how to lead and operate in this changing landscape.

Keerat Dhillon, Associate Director and Head of Media Effectiveness Measurement, Mena, for Kantar’s Insights Division, said: “The media landscape has always been dynamic, with the pandemic further fueling all change. Digital consumption has grown massively and some new players have grown exponentially during this time. Content and context are now king, so the key is to minimize intrusion while maximizing relevance to consumers. With clear evidence of the power of multimedia campaigns, tailoring your designs to suit each context and amplifying campaign coverage is essential to driving maximum impact in the Middle East. – [email protected]


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