Connect with us

Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

The content factor at Arab Luxury World

Events & Awards

The content factor at Arab Luxury World

With an Internet penetration of 6.2 million in the UAE alone — 94 percent of the population — the content marketer has become somewhat of an overnight celebrity.

As one topic to be discussed at the Arab Luxury World conference on June 1-2, 2015, content in the luxury industry shifts as more and more international brands opt to use their history or values to promote their products or services.

One classic example is Chanel, a brand that aims to have tightly woven values, words and culture, not just in a campaign or on a landing page but across customer channels.

Locally, luxury brands in the region have now, albeit slowly, seem to have noticed the need to discontinue traditional call-to-action ads and utilize more customized and relevant forms of marketing to engage with their audience in the Middle East.

“I believe the region is just beginning to understand the dynamics and importance of being content driven and the various degrees of content marketing. The current winners are the international and local brands that have digital and content marketing embedded in their DNA. The challenge here for the rest of the market is to understand what content marketing means for their brand, “ says Robert Meeder, founder and creative director, Rob & Co. and one of the panelists at the event.

“The past few years have seen wider adoption and development of content solutions by brands and media vendors. Social media has led the way for locally produced and targeted content, and we have seen the roll out of some bigger projects, like L’Oreal, Jaguar and Land Rover,” says Andrew Coroneo, director of strategy at Havas Media. “Yet this quality of content is few and far between and certainly not a benchmark standard across the entire industry, it feels very much as content is created for ‘content’s sake’, without thought into the long term (1+ years) role it plays in a brands communications mix,” he adds.

Claire England, Regional Director, John Brown Media outlines what needs to be understood before rolling out a properly planned content-rich campaign. “While many brands have been using publishing models for some time, these have all too often been vanity exercises without strong ROI objectives. Adopting a 360° content strategy that focuses on both the brand’s objectives and the market/customer demographics is the true science of content marketing. Add to this the art of editorial intelligence within an omni-channel approach and then you can rate the true success of a content marketing strategy. Not enough brands are adopting this content philosophy, and if they are, few are measuring success, “ she says.

We can assume then, that there is an essential need for brands to not simply follow other campaigns on a ‘need-to-do’ basis, but to focus on understanding what content mix works best for them as a brand and for the audience they intend to target.


Click to comment

Leave a comment

More in Events & Awards

To Top

Communicate Online is your trusted resource of Marketing & Advertising news in the Middle East.

By signing up, you will receive a weekly update of global and regional digital trends, agency news and market reports right in your inbox.