Mobile advertising in the MENA region: factors influencing users’ atttitudes

Mobile advertising is in an experimental phase in MENA region, where marketers are simply just “trying it out” and hold the attitude that the mobile “doesn’t work yet”

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SME World Summit 2016: Fostering growth through applied research.

There is an increasing pressure to use digital resources in an efficient manner, especially from an SME perspective. Making sure that the business outcomes from digital marketing activities are positive for SME owners can ensure future growth and increase customer...
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The journey to successful content marketing in a highly cultural diverse setting: insights from Dubbizle in the UAE

A couple of weeks ago we had the pleasure to host Nadia Zehni, head of marketing at Dubbizle, the leading classified website in the UAE as part of the guest speakers invited to talk to our IMM students. Our Advances in Digital Marketing class had the opportunity to see how real organisations develop and implement their content marketing strategy, and to see that in fact the models that are taught in the lectures are implemented in marketing practice (you know all this set clear objectives, choose content types, measure results, etc.).

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Uncovering online brand communities

Online brand communities (OBCs) have increasingly gathered the attention of marketers as they can generate several positive outcomes for brands. An online brand community is a specialised group of people that gathers in online environments with a shared interest (usually a brand, a brand category, or a particular web page). These online communities become a space where consumers share ideas, feelings and opinions about a product or a brand. In this article, we will examine this phenomenon from an SME perspective as we believe that understanding how these communities work can also be beneficial for small businesses.

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The science of marketing: How applying research in marketing can improve the SME business?

I am pleased to have been invited to deliver a workshop at the SME world summit 2016 at The Atlantis Hotel in Dubai this March 15th. This will be a great opportunity to disseminate some of the latest research in digital marketing that can help SMEs reach their business objectives through digital channels.

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Challenges associated with the management of Facebook fan pages

A challenge associated with the use of fan pages by a brand is to elicit engagement behaviours towards it, by attracting people’s attention and enticing them to click on the page to become a fan, or clicking on the content.

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UAE Inter-School Business Challenge 2016 was a big success!

For the second time I was part of the organising team of the UAE Inter-School Business Challenge at Heriot-Watt University, Dubai Campus. On this edition the interest was even greater than the last year, with over 200 students, 40 teams and some of the most prominent...
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Performance marketing: is your agency ticking the right boxes?

Performance marketing in the UAE is like the latest Lamborghini: everybody wants it, many people talk about it, but at the end, it is very rare to see it in action. No matter if we are speaking about Google AdWords or Facebook Advertising, most advertisers are using soft or no metrics when it comes to analysing their campaigns. They are satisfied with “something is happening” but they do not really care whether they are getting some returns on their investment or not.

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Social Media Summit 2016: social influence marketing on the rise

I was invited to give a talk on Facebook fan page engagement at the Social Media Summit in Dubai. This was based on part of the research that I have done for my PhD and some other new research avenues that I am currently investigating. What was interesting from this event, was how much relevance social influence marketing is having among marketing practitioners.

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Top hints to consider before developing a mobile app for your business

With a significantly higher penetration of smartphones than other countries, added to reduced organic reach in social media channels, revamping your mobile marketing strategy with a mobile app can be the way forward for many SMEs in the UAE. Isabella Leland and Dr Rodrigo Perez-Vega discuss key elements you should consider before investing on a mobile application.

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Top hints to consider before developing a mobile app for your business

With a significantly higher penetration of smartphones than other countries, added to reduced organic reach in social media channels, revamping your mobile marketing strategy with a mobile app can be the way forward for many SMEs in the UAE. Isabella Leland and Dr Rodrigo Perez-Vega discuss key elements you should consider before investing on a mobile application.

Blue Monday, fact, fiction or purely a marketing opportunity?

Today is supposed to be the gloomiest day of the year, according to Dr Cliff Arnall, a former academic specialised in the field of psychology that devised a formula that is supposed to determine the gloomiest day of the year based on some rather grim factors. Beyond the validity of Dr Arnall’s depression score formula, some opportunities arise from events like this from a marketing perspective, and businesses have embraced rather happily Blue Monday to their calendar of marketing communication activities and promotional events.

Uncovering online brand communities

Online brand communities (OBCs) have increasingly gathered the attention of marketers as they can generate several positive outcomes for brands. An online brand community is a specialised group of people that gathers in online environments with a shared interest (usually a brand, a brand category, or a particular web page). These online communities become a space where consumers share ideas, feelings and opinions about a product or a brand. In this article, we will examine this phenomenon from an SME perspective as we believe that understanding how these communities work can also be beneficial for small businesses.

Europe’s largest technology market place is around the corner: 7000+ UK tech and business leaders to descend on Lisbon

Web Summit is a global technology conference hosted annually in Lisbon. In 2016, more than 50,000 attendees from over 165 countries will fly to Lisbon for Web Summit, including over 20,000 companies, 7,000 CEOs and 2,000 international journalists. Speakers will include the founders and CEOs of the world’s largest tech companies as well as political leaders and major sports, fashion and music personalities.

Performance marketing: is your agency ticking the right boxes?

Performance marketing in the UAE is like the latest Lamborghini: everybody wants it, many people talk about it, but at the end, it is very rare to see it in action. No matter if we are speaking about Google AdWords or Facebook Advertising, most advertisers are using soft or no metrics when it comes to analysing their campaigns. They are satisfied with “something is happening” but they do not really care whether they are getting some returns on their investment or not.

Analysing the effects on reputation, credibility and trust of three PR strategies to manage a crisis on Facebook

Social media platforms are now a common tool for PR practitioners to manage a crisis. When used correctly, social media allow organisations to monitor the sentiment of people towards a specific situation and to correct rumours rapidly before they become facts. However, what is the tone and best strategy that PR departments should adopt when a crisis happens?

Social Media Summit 2016: social influence marketing on the rise

I was invited to give a talk on Facebook fan page engagement at the Social Media Summit in Dubai. This was based on part of the research that I have done for my PhD and some other new research avenues that I am currently investigating. What was interesting from this event, was how much relevance social influence marketing is having among marketing practitioners.

A guide to social influence marketing in online environments

Social influence marketing employs social psychology principles to achieve marketing and business goals. It draws on the fact that as potential customers make a purchasing decision, they are being influenced by various forces. Within the field of social psychology, the concept of ‘social influence’ and its effect on individual behaviour, attitudes and beliefs is widely studied. Social influence has also of interest to marketers as consumer-to-consumer interactions are believed to affect consumer behaviour, attitudes, and feelings towards a product or brand. Trends towards brands being present in online environments, plus the innate human need to anthropomorphise objects to facilitate interactions with non-material objects make brand-consumer interactions within social media subject to similar effects.