Marketing
Who Egyptians trust most, least when it comes to brands
![Revealed: Who Egyptians trust most, least when it comes to brand building](https://adigitalboom.com/wp-content/uploads/2018/01/branding-building-trust-1.png)
Trust is one of those intangibles which we as communicators must always focus on. Trust, that notion of one person relying on and believing in a second person, is key to changing attitudes and behavior. But how do you build trust, and what channels should you focus on? These are the questions that we need to answer to be able to do our job of building and protecting reputations. So, where should one begin when looking to build trust?
Based on research by YouGov, which was commissioned by the Middle East Public Relations Association and which included a survey across the six Gulf states (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates), Egypt, Jordan, and Lebanon, the place to begin isn’t online, but rather face-to-face. Fake media, less impactful advertising, and third-party advocacy are also reshaping where consumers in the region put their trust.
Here are the research results from Egypt. The research is quantitative, so there are no explanations from those surveyed as to why they chose what they did.
Survey Base
1004 people were surveyed in Egypt, 97% of whom were Egyptian and 3% were ex-pat. When it comes to gender, 51% were male, and 49% were female. Just over 40% were aged between 18 and 29, 21% were between the ages 30 and 39, and 39% were aged over 40.
In terms of geography, it’s no surprise that over a third were Cairo-based, with 36% living in the capital. Of the remainder, 24% live in the Delta, 17% in Alexandria, 16% in Upper Egypt, and the remainder in the Canal Zone/outside of these areas.
In terms of salaries, 30% earn less than US$266 per month, 24% earn between US$266 and US$532, 17% earn between US$533 and US$1,065, 8% earn between US$1,066 and US$2,665, and 3% earn more than US$2,666. Approximately 18% of people refused to disclose their earnings.
Finally, 41% described themselves as single, 47% as married with children, and 6% were married but had no children. The remaining 6% were classed either as other or did not respond.
The Influence of Family, Friends and Third Parties
When it comes to those closest to them, Egyptian respondents said they have an 85% level of trust in face-to-face conversations with friends and family about products and services.
Only 3% of respondents said that they would not trust a face-to-face discussion. Those who displayed the highest levels of trust include respondents earning between US$533 and US$1,065 (90%), those living in the Canal Zone (96%), and those who are married with children (88%).
Trust in social media posts by friends and family about products and services averages at 51%; mistrust comes in at 14%. Trust is most pronounced in those earning above US$2,666 (62%). Those who are between 18 and 24 are least likely to trust such posts (20%), as are those living in Alexandria (22%).
Egyptian respondents have a higher trust in third-party endorsements of products and services than most other countries in the region; 62% agreed that they trust third-party endorsements more than what a brand says about its own products and services, compared to 6% who don’t. The highest trust is among those who are earning less than 500 Egyptian Pounds and those who are earning over 10,0001 Egyptian Pounds (both 70%), as well as ex-pats (76%).
Trust in Social Media
Egypt’s respondents were torn over social media posts by influencers and people with lots of followers on products and services; 32% said they found such posts trustworthy, and 31% said they found them untrustworthy. Men were much more likely to be trustworthy (37%) than women (27%). Those who are earning between US$1,600 and US$2,665 also had the most trust (51%) in such posts. The least trusting were ex-pats (23% for, 43% against).
Unsurprisingly, social media has become a vital source of information for Egyptian respondents; 57% of respondents agreed that it has become more important to them as an information source today than five years back (12% disagreed). This is especially true of younger respondents between 18-24 (63%). However, almost half (45%) have low trust in what they see online.
When it comes to the most popular social media channels for information on goods and services, it may be no surprise that Facebook is the most popular by far (71%), followed by WhatsApp (8%). In third with 8% was the choice of none. It seems that if you want to do social media in Egypt, you have to be on Facebook.
Trust in Media & Advertising
Only two media channels scored higher for being trustworthy than untrustworthy among those polled – they were brand websites (46% versus 18%), and website articles (35% to 24%). All other media scored higher for not being trustworthy, with television and blogs both at 27% (their untrustworthy scores were 41% and 35% respectively), and radio at 30% positive, compared to 35% negative. Respondents weren’t asked why, but it’s probably fair to say that Egyptians have a healthy skepticism of official media, given the events of the past seven years.
Levels of trust in advertising are approximately the same as the media, with billboards being the most trusted (34%), followed by television and radio (both 30%), and finally online at 28%. For online, radio, and television, they’re not trusted more than they are trusted, with negative scores of 32%, 31%, and 33% respectively.
When asked if they trust advertising less today than they did five years ago, 62% agreed and 8% disagreed. Those earning the least (500 Egyptian pounds) trust advertising the least, with a 70% rating. Over two-thirds of respondents (69%), agreed with the statement that so-called ‘fake news’ has lowered their trust in mainstream news media. Only 8% disagreed.
Marketing
Unlocking the Digital Persona of Gen X: Dispelling Myths and Revealing Opportunities in the Online Landscape
![Unlocking the Digital Persona of Gen X: Dispelling Myths and Revealing Opportunities in the Online Landscape](https://adigitalboom.com/wp-content/uploads/2023/12/generation-x-persona.webp)
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
![5 AI Copywriting Tools That Are Transforming Content Creation](https://adigitalboom.com/wp-content/uploads/2023/07/AI-COpywriting-tools.jpeg)
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
![Advertising and Digital Adoption in MENA and SEA](https://adigitalboom.com/wp-content/uploads/2023/07/digital-economy-1200x630-1.jpeg)
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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