By: Maria Ougarram – MarCom Consultancy Co-Founder and Managing Partner 

As a marketing and communications consultant with over 10 years of experience, I have had the privilege of witnessing firsthand the evolution of the marketing and brand-building industry in the MENA region. With the rapid advancements in technology, the industry has been experiencing a constant state of flux, presenting both challenges and opportunities for brands.

First and foremost, the MENA region is witnessing a digital transformation that is rapidly changing the way people interact with brands. With a young and tech-savvy population, the region is becoming increasingly connected, and businesses that are not adapting to this shift risk falling behind. As such, companies need to prioritize their digital marketing efforts to stay relevant. According to a report by GlobalData, the digital advertising industry in the MENA region is expected to reach $9.9 billion by 2024.

Looking ahead to 2023 and beyond, I predict that the MENA region will continue to witness a significant shift toward digital marketing, with more emphasis being placed on data-driven insights, personalization, and customer experience. As a result, brands that invest in building an omnichannel presence and prioritizing customer-centricity will be the ones that succeed in this landscape. Companies that can effectively leverage data insights to tailor their marketing strategies will have a significant advantage in reaching their target audience and achieving their marketing goals.

Another trend that I see gaining momentum is a greater emphasis on personalization. Customers today expect personalized experiences and interactions with brands, and this is particularly true in the MENA region. With a growing middle class and an increasing number of consumers embracing e-commerce, businesses need to prioritize developing personalized marketing campaigns that resonate with their target audience. This means creating content and messaging that speaks to the unique needs and interests of different consumer segments.

In addition, I believe that companies in the MENA region will increasingly embrace sustainability and social responsibility in their marketing and branding efforts. Consumers today are more conscious of the environmental and social impact of the products they buy, and companies that can demonstrate a commitment to sustainability and social responsibility will have a competitive advantage. This includes using eco-friendly packaging and engaging in socially responsible practices.

According to Nielsen’s Sustainability Imperative report, 73% of consumers in the Middle East consider it important that companies implement programs to improve the environment, while another of their study suggests that 81% of respondents in the UAE said they feel personally responsible for reducing their environmental impact, and 70% said they would be willing to pay more for sustainable products. As such, companies need to incorporate sustainability into their marketing strategy and highlight their efforts to reduce their environmental footprint.

In conclusion, the MENA region’s marketing and brand-building industry is experiencing significant growth and transformation, and it is a thrilling time to be a part of this dynamic space. I am eager to witness how businesses will adapt to these trends and employ innovative technologies and strategies to meet their marketing goals.