Marketing
Gene Editing, New Mental Health, The Year of Giving, Halal Tourism – New Trends in MENA for 2017
J. Walter Thompson Innovation Group MEA released its Future 100 Trends and Change to Watch in 2017 report, which highlights the top 100 consumer trends driving change across the Middle East and North Africa today. Gene Editing, New Mental Health, Halal Tourism and The Year of Giving, are just a few of the trends that describe a region advancing social change for itself and others, through diversity and inclusion. For brands wishing to keep pace, and tune in to current consumer attitudes, the report is a must read guide about sectors and personal needs that have been ignored for way too long.
Authored by Mennah Ibrahim, the 100 trends are categorized into 10 major consumer categories, including travel & hospitality, retail, health, and food & drink. Last year’s report outlined how societies are embracing topics previously considered taboo. Businesses heard and reacted. This year change is centered around aspects of life that consumers have firmly reclaimed.
An increasing demand for brands and lifestyle products to offer Muslim-centric options, has fueled a wave of innovative solutions from start-ups all over the world. Created by and about a diverse yet inclusive Muslim identity, they prioritize social justice and social impact within the business models.
Gene Editing : The Arab world is poised to take off on the biotech frontier. Pioneering initiatives are surfacing that will fill the lack of Middle Eastern genomics data, and potentially revolutionize the diagnosis and treatment of diseases. The Saudi Human Genome Programme looks to sequence the genomes of 100,000 Saudis, to identify population-specific risk variants. This programme makes the Kingdom the region’s leading centre for human genetics research. And Egypt is planning an Egyptian reference database which they will use to micro-dissect Egyptian cancers.
New Mental Health : Suicide rates have skyrocketed within the last year with drivers of mental illness such as – violence, injustice, inequality and the impact of modern-day living – all taking their toll on MENA societies. One suicide is reported every three days in Lebanon; and in the UAE a 2013 Dubai Health Authority study uncovered that one in five teenage students in the emirate were showing symptoms of depression. Companies are now partnering with government organisations to offer consumers support; a much needed initiative when anxiety rates for Generation Z are already through the roof.
Halal Tourism : The tourism industry has woken up to the growing spending power of the Muslim traveler well beyond the Arab world. Asia and Europe already account for 87% of the entire market. Muslim business travel is expected to reach $22 billion by 2020, with Muslim travel overall expected to be worth $220 billion (MasterCard and Crescent Rating, Oct 2016). Closer to home, Mecca is gearing up as a MICE travel destination in Saudi Arabia, combining Umrah pilgrimage trips with business visits. Hospitality brands are making sure they do not miss out on the segment.
The Year of Giving : Underscoring the importance of humanitarian work, HH Sheikh Khalifa has decreed a philanthropic approach to strengthening social responsibility in the private sector, with The Year of Giving. Promoting the spirit of volunteerism and instilling loyalty and commitment in the next generation, it harks back to Sheikh Zayed’s legacy that measured generosity not only by donations, but by positive impact on a person’s life, on society and the UAE nation. Partnerships with the private sector are expected to bring something exceptional to the community, and contribute effectively to societal development.
Data the New Luxury : In an age that has become increasingly beholden to data, people are coming to consider their data as highly precious. Evolving past conventional security on devices, the psk series of jewelry have replaced diamonds and gems with something far more valuable per square millimeter – personal data. Founded by Wagenknecht and Sunde, the psk series shines a harsh light on the tech industry that relies on users’ data, instead of direct payment, to fund their operations. Entirely in line with our SONAR data which revealed that 81% of people in MENA believe they should be compensated for their data.
Mennah Ibrahim, MEA Director of the Innovation Group, said, “Having documented how consumers are evolving for over five years now, it is incredible to watch the pace of change accelerate so much across the region. We are experiencing technological developments – and the ethical questions they bring; we are taking huge progressive societal steps across major markets; and we are embracing our polycultural, influential and forward driving momentum for hope. It’s not easy living in today’s constant state of uncertainty – not for brands, nor consumers. Yet the trends we have identified all point towards an exciting, collaborative and compassionate future.”
To view a sample of the report, click here. To download the full report, click here.
Marketing
Unlocking the Digital Persona of Gen X: Dispelling Myths and Revealing Opportunities in the Online Landscape
Comprising 30% of global internet users, Generation X, aged between 37 and 55, includes individuals born from 1964 to 1982. Unfortunately, they often face mischaracterization, mistakenly attributed to millennial and baby boomer traits.
Labeled as busy professionals, this generation, with significant spending power and family-oriented values, witnessed the technological revolution with the advent of 0G cell phones, MTV, and the internet. Our data challenges misconceptions about their online habits, providing insights to effectively target them.
Social Media Engagement
Despite entering the social media scene later, Gen X is rapidly catching up with millennials and Gen Z. On average, they spend just over 2 hours daily, with those in MEA and LatAm being the heaviest users. While Facebook remains popular, Instagram and Snapchat memberships have almost doubled since 2015. Gen X’s social media time is rising due to a reluctance to embrace digital detox, unlike younger generations. They use social media actively for socializing, feeling closer to people, and staying connected.
Shift to Digital Media
Embracing new media, Gen X has shifted from spending almost 4 hours daily on PCs/laptops in 2015 to around 3 hours and 18 minutes, aligning with Gen Z. Smartphone usage has increased, with Gen X spending approximately 2 hours and 45 minutes daily. They spend more time on smartphones than PCs, indicating a departure from traditional media. Gen Xers still watch over 2 hours of linear TV daily, providing opportunities for brand discovery and advocacy.
Tech Adoption
Contrary to stereotypes, Gen X is not technophobic. Over 60% claim to be constantly connected online, showcasing engagement with new technology. They are early adopters of social media and online shopping. Gen Xers have a general interest in technology, with 45% expressing the importance of having the latest tech products. Their readiness to embrace smart home products, especially smart speakers, reflects a willingness to incorporate technology into daily life.
Multi-Device Approach
As pioneers of mobile phones and PCs, Gen X is comfortable using both devices. Smartphones are the go-to globally, but Gen X still spends more time on PCs/laptops for online activities. With roots in the era of home computers, they prefer computers for commerce-related tasks, including product searches and online purchases. A multi-device approach is essential when targeting this diverse generation.
Gen X, often overlooked in discussions dominated by millennials and Gen Z, presents a lucrative demographic. Understanding their nuanced online behaviors and preferences is key to successful engagement. Gen X’s social mindset, diverse methods of interaction, and tech adoption make them a valuable audience for brands willing to explore beyond generational stereotypes.
Marketing
5 AI Copywriting Tools That Are Transforming Content Creation
In today’s digital world, businesses constantly seek ways to stay ahead of the competition. One of the most effective ways to achieve this goal is through content creation. However, creating engaging content requires a significant amount of time and effort, which can often be a challenge for busy professionals. This is where AI copywriting tools come into play. In this article, we will explore the latest developments in AI-powered copywriting tools and how they are revolutionizing content creation.
What are AI Copywriting Tools?
AI copywriting tools are software programs that use artificial intelligence (AI) and natural language processing (NLP) to generate high-quality content. These tools allow users to create content quickly and easily, without extensive writing skills. The software analyses data and generates text content, including articles, blog posts, product descriptions, social media posts, and more. The content generated by these tools is often indistinguishable from content written by a human, making it an excellent option for businesses looking to scale their content creation efforts.
Benefits of AI Copywriting Tools
Here are some of the benefits of using AI copywriting tools:
- Increased efficiency: AI-powered tools can generate content faster than humans, allowing businesses to produce more content in less time.
- Improved accuracy: These tools can help ensure that content is free from errors, improving the overall quality of the content.
- Cost-effective: AI copywriting tools can be more cost-effective than hiring a full-time writer, particularly for businesses that require a lot of content.
- Consistency: These tools can help ensure that content is consistent in tone and style, which can be a challenge when using multiple writers.
Top AI Copywriting Tools
There are several AI copywriting tools available in the market. Let’s take a look at some of the top options:
1. Writesonic
Writesonic is an AI-powered copywriting tool that uses deep learning algorithms to generate high-quality content. The tool offers many features, including blog post generation, product descriptions, landing pages, and more. It also supports multiple languages, making it an excellent option for businesses in different regions. Additionally, the tool offers a content rephrase, which can help businesses avoid duplicate content penalties.
2. Copy.ai
Copy.ai is another popular AI copywriting tool that uses GPT-3 technology to generate high-quality content. The tool offers several features, including blog post generation, email marketing, and social media post creation. It also provides a feature called “Inspire Me,” which gives users writing prompts to help them get started.
3. Conversion.ai
Conversion.ai is an AI-powered copywriting tool that uses GPT-3 technology to generate high-quality content. The tool offers many features, including blog post creation, product descriptions, and more. It also provides a feature called “Long-Form Assistant,” which can help users create in-depth content, such as articles and white papers.
4. Articoolo
Articoolo is an AI copywriting tool that uses NLP technology to generate articles and blog posts. The tool analyses a user’s topic and creates an article from scratch, making it an excellent option for businesses looking for original content. It also offers a feature called “Content Quality Score,” which can help businesses ensure their content is high-quality and engaging.
5. Writesphere
Writesphere is an AI-powered copywriting tool that uses GPT-3 technology to generate high-quality content. The tool offers many features, including blog post creation, product descriptions, and more. It also supports multiple languages, making it an excellent option for businesses in different regions.
Advertising
Advertising and Digital Adoption in MENA and SEA
As traditional advertising revenues plummet globally and broadcasting budgets are slashed, The Middle East and North Africa (MENA) and South East Asia (SEA) regions have reported tremendous growth in digital adoption and a rise in digital advertising revenue as a result.
This growth is driven by an increase in internet users, smartphone penetration, and the rise of social media platforms. AI Copywriter tools are now being widely adopted by brands, organisations, and companies in these regions to enhance their digital advertising campaigns.
Let’s delve deeper into the trends and statistics of advertising revenue and digital adoption in MENA and SEA.
Digital Advertising in MENA
MENA has emerged as one of the fastest-growing digital advertising markets, driven by a young population and increasing smartphone penetration. According to a report by McKinsey, the United Arab Emirates (UAE) has the highest degree of digitisation, while Egypt represents the largest untapped opportunity. The report also highlights a growth in the adoption of digital channels and spending in the coming years, coinciding with the increased use of artificial intelligence (AI) across all sectors.
The Market Size
The digital advertising market in the MENA region is estimated to be worth over 1.2 billion U.S dollars in 2021. The market is expected to continue growing, with a projected growth rate of 20% by 2024. The region’s e-commerce market is also expected to grow and reach 69 billion U.S dollars by 2020. The GCC and Egypt account for 80% of the regional e-commerce market.
Media Channels in the MENA
The advertising market in the MENA region is witnessing a major shift toward digital advertising. Traditional channels such as newspapers are declining, while the internet is taking over with 44.2% of the total ad expenditure in 2020, according to Statista. Social channels account for more than half of the total digital ad spend, surpassing global benchmarks. The region is also moving towards a “mobile-first” strategy, with a majority of internet traffic generated through mobile devices such as smartphones and tablets.
Performance Marketing in the MENA
Performance-based campaigns are gaining traction in the MENA region, with 59% of advertising agencies significantly shifting into performance-based campaigns, according to a survey conducted by the Interactive Agency Bureau (IAB). Brands are demanding payment by results (ROI & Return on ad spend ROAS) as well as enhanced consumer insights and analytics.
Digital Advertising Agencies in the MENA
The MENA region has over 500 advertising agencies that have a large number of employees, with Egypt, Saudi Arabia, and the UAE fuelling the region with small and medium-sized agencies. The UAE is home to big advertising firms, while Egypt, Lebanon, and Jordan represent the majority of digital marketing talents and creative resources. However, the highly qualified talents in digital advertising and performance are always moving outside the region to join companies in the European market.
Programmatic Advertising in the MENA
The slow transition from traditional to digital media is one of the key reasons programmatic advertising is struggling to dominate the region. Collectively, the MENA trails other regions in innovation and adoption of ad tech and marketing technologies. The top ad networks in the MENA region include Facebook, Google Ads, IronSource, Applovin, Adcolony, AdFalcon, InTarget, AdZouk, and Ambush. The United Arab Emirates is leading the growth in programmatic advertising due to technology partners and pressure from clients and brands to automate the process and use AI.
Digital Advertising by Sector
According to Ipsos research, the top ten sectors in the region are dominated by beauty care, food, telecommunications, and entertainment. Telecommunications companies, followed by real estate and banking, are the top categories.
Digital Advertising in SEA
SEA is a rapidly growing digital advertising market, driven by a young and tech-savvy population. According to a report by eMarketer, digital ad spending in SEA is expected to reach 15.3 billion U.S dollars in 2021, with Indonesia, Thailand, and Vietnam leading the growth.
The Market Size
The digital advertising market in SEA is expected to grow at a rate of 13.7% in 2021, with a projected market size of 22.45 billion U.S dollars by 2025. The region’s e-commerce market is also booming, with a projected market size of 153 billion U.S dollars by 2025.
Media Channels in SEA
SEA is also witnessing a major shift toward digital advertising, with traditional channels such as newspapers and TV declining. Social channels are the most popular, accounting for 63% of total digital ad spend, according to a report by Hootsuite. Mobile advertising is also on the rise, with a majority of internet traffic generated through mobile devices such as smartphones and tablets.
Performance Marketing in SEA
Performance-based campaigns are becoming popular in SEA, with advertisers demanding more accountability and transparency. Brands are looking for more measurement and optimisation to ensure their campaigns are reaching the right audience and delivering the desired results.
Digital Advertising Agencies in SEA
SEA has a large number of digital advertising agencies, with many emerging startups and creative agencies. The region is home to a highly skilled workforce, with many professionals trained in digital marketing and advertising.
Programmatic Advertising in SEA
Programmatic advertising is becoming more popular in SEA, with many brands and agencies adopting the technology to automate their advertising campaigns. The region is also seeing an increase in the use of AI-powered tools and platforms to help advertisers optimise their campaigns.
Digital Advertising by Sector
The digital advertising market in SEA is dominated by the retail and e-commerce sector, followed by the travel and hospitality sector. The region is also seeing growth in the financial services, healthcare, and automotive sectors.
AI Copywriter Tools in Advertising
AI copywriter tools are becoming increasingly popular in the MENA and SEA regions, with many brands and agencies adopting the technology to enhance their digital advertising campaigns. These tools use natural language processing (NLP) and machine learning algorithms to generate high-quality, engaging content that resonates with the target audience.
AI copywriter tools can help brands and agencies save time and money by automating the content creation process. They can generate a large volume of content quickly and efficiently, allowing advertisers to test multiple variations of their ads and optimise their campaigns for better performance. AI copywriter tools can also help advertisers improve the quality of their content by ensuring that it is grammatically correct, engaging, and relevant to the target audience. They can analyse data from social media and other sources to identify trends and insights that can inform the content creation process.
Conclusion
The MENA and SEA regions are witnessing tremendous growth in digital advertising and digital adoption, driven by a young and tech-savvy population, increasing smartphone penetration, and the rise of social media platforms. AI copywriter tools are becoming increasingly popular in these regions, providing brands and agencies with a cost-effective and efficient way to enhance their digital advertising campaigns. The future of digital advertising in these regions looks bright, with continued growth and innovation in the years to come whilst broadcast and traditional advertising feels the pinch. The time has come for the more conservative amongst us to take the plunge and fully embrace digital and all it entails.
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