December 15, 2014

Shopping for Essentials Online Becomes Routine

By Hisham Isa, Vice President (Marketing)

A host of new online shopping services - by established and upstart companies alike - are leading consumers to shop more frequently with their phones.

And more than that, consumer shopping routines are changing too, with people going online to shop when they need something, rather than just making regular visits to the store.

Sixty-nine percent of mobile users now shop online - up from 59% a little over a year ago - according to a BuzzCity survey of 4700 consumers from 25 countries across six continents. More than a quarter of these consumers shop online every day.

November 28, 2014

Travel Advertisers on Mobile

Travel advertisers are already using mobile as a ‘reach’ vehicle, indulging in cross platform advertising and meeting their local marketing needs with mobile to reach out to new customers.

These advertisers range from tourism authorities, airlines to online booking services.

November 07, 2014

Effective Marketing: The Convergence of Earned, Owned and Paid Media

By Manish Mishra, Vice President (Sales)

Social media and mobile phones have transformed the digital landscape, but while many businesses have been slow to adapt, others have internalised the wrong lessons.

In my last column, I discussed how the concepts of “Above the Line” and “Below the Line” Marketing are no longer relevant in a digital world. It didn't take long for marketers to develop three new categories: Earned, Owned and Paid Media.  Basically,
  • Paid Media are ads
  • Owned Media consists of content you control, like a website and
  • Earned Media happens when consumers talk about you and share your content

These lines are blurred as well, though.

The most effective marketing campaigns include all of these elements, along with clear goals and a comprehensive strategy.

October 27, 2014

Effective Marketing: The 'Line' Doesn't Exist Anymore

By Manish Mishra, Vice President (Sales)

What many of us learned in business school or in our first sales and marketing jobs is woefully out-of-date. In particular, creating a distinction - in a world of digital advertising - between 'above the line' and 'below the line' marketing no longer makes any sense.

Yet while effective marketers recognise this, many companies have not made the shift and as a result are deploying their resources poorly.

This GAP ad from the UAE links to the Men's Apparel section of the GAP website.
Is this an example of Above The Line, Below The Line or neither?