This article explores why ROAS is an unreliable success metric for UAE ecommerce brands and how it can mask profitability issues. It outlines a shift toward profitable growth through full-funnel performance marketing, improved attribution, stronger conversion optimization, and a focus on customer lifetime value (LTV) over short-term revenue metrics.
A survey of over 600 UAE and Saudi tech marketers reveals that while AI enhances campaign efficiency, true differentiation relies on creativity, storytelling, and cultural understanding. Thought leadership, visual narratives, and region-specific strategies are key priorities for tech communications, highlighting the importance of human insight alongside digital and AI-driven tools.
In “The AI Revolution in Brand Communication: A Dubai Perspective,” Adel Al Awadhi, Marketing Director at Keolis MHI, explores how Dubai is leading the integration of AI into branding, marketing automation, and personalized consumer engagement. From AI-powered OOH advertising to smart chatbots and generative AI tools, Dubai’s innovation-driven ecosystem is setting a global benchmark in AI-led brand strategy.
The UAE has introduced new telemarketing restrictions, including hefty fines for violators, to combat spam calls and fraudulent activities. However, these measures address the symptoms, not the root cause: data leaks. The article emphasizes the importance of tackling data breaches within companies and raising security awareness to reduce fraud and telemarketing issues effectively.
Interview with Saj Jabbar, General Manager, Automotive Division of Dongfeng Motors – M.A.H.Y.Khoory
In the ever-evolving world of hospitality, Jannah Hotels & Resorts continues to set new benchmarks with its innovative marketing strategies. In a recent interview, Mr. Julio Rafael, Director of Marketing and Communications, shared insights into the innovative approaches that have fueled the hotel’s success and outlined the exciting directions the company is heading towards.
Word-of-mouth (WOM) means imparting information orally. So why are we talking about it?
Over the recent years, there have been a massive boost towards the Adtech journey in the MENA region. In 2021, total advertising expenditure in the region equalled $5.07 billion.
As the cost-of-living crisis reshapes business reality, Kantar, the world’s leading marketing data and analytics company, today reveals its annual forecast for how the media landscape will evolve in the year ahead.
