https://adgully.me/post/5786/is-half-the-sky-enough-why-we-need-gender-equality-now

Is half the sky enough? Why we need gender equality now?

In the intricate tapestry of humanity, both men and women are indispensable threads, each contributing unique perspectives, talents, and strengths that collectively weave the fabric of society. Together, their co-existence forms the very foundation upon which our world operates, bringing diversity, balance, and harmony to every aspect of life.Yet, despite the inherent equality of their roles in shaping the world, women have historically faced systemic barriers and societal biases that have relegated them to subordinate positions in many regions across the globe. Discrimination, inequality, and injustice have marred the path of countless women, impeding their ability to fully realize their potential and contribute to society on equal footing with men.However, amidst these challenges, the indomitable spirit of humanity shines through in the form of individuals who defy norms, break barriers, and rise above adversity. Regardless of gender, these trailblazers embody resilience, determination, and excellence, showcasing the innate capacity of human beings to transcend limitations and achieve greatness.In every sphere of human endeavor, from science and technology to arts and literature, from politics and governance to business and entrepreneurship, men and women alike have left an indelible mark on history through their achievements and contributions. Their voices, their ideas, and their actions reverberate across generations, inspiring others to dream, to aspire, and to create positive change in the world.On navigating and challenging the stereotype behavior in organisations, Hajra Haq, the Growth Marketing Director - MEA at WebEngage, comments: “I have attended several boardroom meetings and networking events where women were severely outnumbered by men. In such situations, it is important to speak up and make your voice heard rather than submitting to insecurities, hesitancies, shyness, or inhibitions. Irrespective of how consistent or contradictory your opinions are with the general sentiment among the participants, I do not hesitate to provide my perspectives and add to the discourse. Such actions help circumvent gender biases or stereotypes, if any, while reinforcing your belief in your abilities.”Shainy Koshy, Head of HR, The Continental Group, talking about her organization, said: “At the Continental Group, we believe that small changes make a big difference. So, we’ve consistently updated our HR policies to curb conscious and unconscious biases and promote gender equality in recruitment, salary, benefits, and promotion. For example, we do not label any role with a preference for male or female candidates; we pin our recruitment decisions on a candidate’s experience, skills, and competencies. Similarly, benefits such as remote working are gender inclusive. We revisit pay parity regularly, especially during appraisals and salary revision cycles.”Dr Ruhil Badiani, a physician at Cornerstone Clinic, also recounted instances where she was mistakenly referred to as a nurse and occasionally presumed to be male because of her 'Dr' title.She said: “I hold nurses in high regard as my colleagues, recognizing the crucial role they play in the field of medicine. Being mistaken for a male is not inherently negative.” She further shares an example, saying: “One memorable experience from my training occurred during a trip to Central America to work in Belize, where traditional gender roles were deeply ingrained. I was initially confined to the obstetric and gynecology clinic solely because of my gender, while my male colleagues enjoyed rotations through various specialties. Refusing to accept this limitation, I advocated for myself. Despite my genuine interest in obstetrics and gynecology, I felt the need to engage in a broader range of specialties for a well-rounded education. I stood firm against the male lead's attempts to restrict my opportunities. By the end of my time there, I had actively participated in orthopedics, cardiology, and emergency medicine. I refused to accept 'no' as an answer, demonstrating that I was as proficient a doctor as my male counterparts. While it required a fight, the resulting respect and equal opportunities made the effort entirely worthwhile.”“I always say that people might greet me based on my gender, but they will say goodbye to me based on my knowledge and my skills,” says Erika Doyle, Founder of Drink Dry. “I have learned to save my energy and time and not worry about the things I cannot change or control and instead focus my efforts on being the best in my field and delivering great results for our customers, clients and partners. In terms of navigating gender biases within Drink Dry, we are always very transparent in everything we do.”Qadreya Al Awadhi, founder of Bumblebee Food, opines: “Luckily living in the UAE has allowed me to navigate this smoothly. The government is very supportive of women and leadership continues to support women whether they choose to stay at home or work. With that being said, working in a baby food business made it more difficult to convince men about the importance of it. But with facts and statistics on childhood nutrition and its links to obesity, it was not difficult to persuade them.”Men: Allies for gender equalityThe co-existence of men and women is essential for success and happiness. Men can play a significant role in combating gender inequality and being allies within the ecosystem. By acknowledging — not denying — the prevalence of gender biases in public, personal, and professional life, men can create favourable conditions to advance equality, observes Shainy Koshy.“As biases can be deep-rooted and often presented unconsciously, it takes considerable effort to acknowledge and address them. Such biases are pronounced in male-dominated industries and at home. By sharing domestic responsibilities and chores and being supportive of women in their professional endeavours, men can be part of the solution,” adds Koshy.Similarly, Erika Doyle thinks that men play a critical role in advancing gender equality, the same way as other women do. It should not be around different genders cheering on their own, it should just be around people cheering on other people, she adds.Not every successful woman has an empowering man behind her, but some do — a father who provided a good education to his daughter and supported her in her endeavours, irrespective of how unconventional they were; a husband who eagerly shares domestic responsibilities; a male colleague or a boss who values your opinion and creates a safe and respectable work environment around you, says Hajra Haq. According to her, such men need to be celebrated. Their mere presence can be a catalyst to women’s career aspirations.The term "gender equality" is frequently associated with women's issues, but this perception is not accurate, opines Dr Ruhila.According to her, men hold a vital role in championing and guaranteeing gender equality. “Men can actively contribute to promoting gender equality by serving as allies, speaking out against sexist behavior, and advocating for equal opportunities in the workplace. It's crucial to recognize that gender equality extends beyond being solely a women's issue; it is a human issue. Men bear the responsibility of actively participating in the solution and contributing to the creation of a more inclusive and equitable society. On the ‘flip’ side, the traditional gender roles can be harmful to men as much as it is to women. Unfair gender roles and damaging stereotypes and expectations construct and reproduce harming forms of masculinity. Rigid and stereotypical gender norms can fuel risky behaviours resulting in violence, poor health, including preventive health, and lower life expectancy,” says Ruhila.This is more important than we think it to be, says Soniya Ashar. “There will never be a world where any gender can live in a silo, and so I feel men play a super important role by actively supporting and advocating for women's rights and empowerment. Whether it's a friend, partner, brother, father, manager or colleague, their willingness to give space, change to speak for themselves without overshadowing, offer opportunities, and treat women equally is essential. Allies who listen, amplify women's voices, challenge sexist attitudes and behaviors, and actively work towards creating an inclusive environment are invaluable in the fight for gender equality,” says Kosher.Qadreya Al Awadhi believes that men are important to advance gender equality; we cannot have this conversation without them.“We must all work together to better our society to ensure equal opportunities for all. In the UAE, the government and leadership support women and it made the UAE one of the best and safest countries for women in the world. There are other countries around the world, led by men, that focus on taking away women's right to education, and that has been proven to keep women in poverty and subject them to violence. As Melinda Gates said, a woman's education can mean the difference between life and death.”Advice for women for leadershipWomen who have reached the pedestal of success and achieved leadership positions can provide realistic and achievable suggestions to those who aspire to become leaders.In other words, women who have become successful leaders can offer practical and attainable advice to those who hope to follow in their footsteps. This advice can include strategies for overcoming obstacles, developing leadership skills, and navigating the challenges that women often face in the workplace. By sharing their experiences and insights, these successful women can inspire and empower the next generation of female leaders.Dr RuhilBadiani, who has been a successful doctor and won many accolades, advises young women: “Go for it! You are a powerhouse on your own and nobody can tell you can’t do something. Break the glass ceiling and rise to the top! A woman in a leadership position once told me she does not ever take the advice from a man in a leadership position; they have a woman behind the scenes keeping their home and family happy so they are able to get to leadership roles far easier.”She further says: “Maintain an insatiable appetite for learning, explore the world as much as possible, and cultivate independence. Surround yourself with the best minds in your industry, absorbing lessons from them and seeking a mentor for guidance. Acknowledge that perfection is elusive for everyone, and use your mistakes as stepping stones for growth. Believe that there is no such thing as male-dominated industry; women can do the job just as well.”Hajra Haq, successful director at WebEngage, says that persistence continues to determine who gets ahead and who gets left behind in the corporate world. She urges women to be persistent in their efforts, forge a strong mindset, and be unphased by setbacks. “If you have strong self-awareness of your strengths and weaknesses, you can optimize your efforts and keep pushing forward. Your self-beliefs are your ally when you find yourself in the unchartered waters of traditionally male-dominated industries. If you approach it strategically, male-dominated domains present ample opportunities for women to channel their inherent strengths such as empathy-driven leadership and emotional intelligence and make a name for themselves.”Shainy Koshy, who has made a niche for herself in the industry suggests: “While it is true that external factors largely determine women’s promotion to a leadership position, even self-limiting beliefs can influence it. My advice for young women aspiring for leadership positions is to never quit on that pursuit despite all the roadblocks they may face and self-doubts they may harbour. Give your best and confidently seek what is rightly owed to you. Remember — never be ashamed to ask even if the expected answer is no.”Erika Doyle, a successful entrepreneur, says: “Be authentic and be you. Don’t try to be a man or behave in a way that isn’t natural to you. People do business with people and that is important to remember. Keep your reputation and integrity intact at all stages of your career and you will reap the rewards of that later.”Soniya Ashar, who successfully runs a unique concept with Nutri-cal, shares a list for aspiring women leaders: Firstly, focus on your work. Let your achievements and contributions speak louder than anything else. Be ready for rejection. It's a part of the journey for everyone, regardless of gender. Don't let it discourage you; instead, use it as fuel to keep pushing forward. Take charge of your opportunities. Network, seek out chances to prove yourself, and build connections. By actively pursuing opportunities, you increase your chances of success. Be a trailblazer. Use your own success story to advocate for change in your industry. Make it easier for future generations of women by breaking down barriers and challenging stereotypes. Don't let stereotypes or biases hold you back. There are countless examples of women who have excelled in male-dominated fields. Use these stories as inspiration and motivation to overcome any obstacles you face.She says: “In summary, my advice is simple: let your work do the talking, be resilient in the face of challenges, seize opportunities, and use your success to pave the way for others. Don't be afraid to speak up when something is wrong, either for yourself or others. Believe in your ability to create positive change and never underestimate the power of your voice.”This discussion of women empowerment may not ever end, as Hajma Haq comments: “Witnessing women leaders reach the upper echelons of the business world globally in recent years has been a cause for optimism. Women are breaking new ground in traditionally male-dominated industries like aviation, army, and construction. While I remain optimistic about the future, statistics leave much to be desired. Only 5.8% of Fortune 500 companies are run by women CEOs. I refuse to believe that this statistic paints a true picture of the managerial competencies of women.”
https://adgully.me/post/5746/marketing-insights-balaji-vaidyanathans-journey-at-franklin-templeton

Marketing insights: Balaji Vaidyanathan's journey at Franklin Templeton

Interviewing Balaji Vaidyanathan, the Director & Head of Marketing for the Central & Eastern Europe, Middle East, and Africa (CEEMEA) region at Franklin Templeton, offers a unique insight into the world of global marketing strategy and leadership. With over two decades of experience under his belt, Balaji is a seasoned professional known for his ability to drive groundbreaking integrated marketing campaigns and strategic initiatives.Based out of Dubai, Balaji leads from the front, inspiring global cross-functional teams across complex organisations to enhance brand positioning, value, and revenues. His current role not only involves building the marketing value proposition but also entails growing the brand's strategic and digital footprint across the CEEMEA region. In addition to his regional responsibilities, Balaji is spearheading the marketing efforts for a groundbreaking global project – the launch of the first-ever fintech wealth management platform in Germany. This initiative is part of a broader European market penetration strategy, showcasing his adeptness at navigating complex international markets.In this exclusive interview with Adgully, Balaji delves into his professional journey, sharing insights into the challenges he has faced in the CEEMEA region and how he has successfully overcome them. From navigating cultural nuances to driving innovation in traditional markets, Balaji's experiences provide valuable lessons for marketers operating in diverse and dynamic global landscapes. Could you walk us through your career journey leading up to your current role as Director & Head of Marketing for Franklin Templeton's Central Europe and Middle East Area (CEEMEA) division?I have over 20 years of experience in the financial services industry, with a focus on marketing. My career began in sales, but I quickly realized my passion for marketing and made a natural transition into that field.During the early years of my career, I held various positions with prominent financial services brands in Mumbai, India. In 2010, I joined Franklin Templeton in their Mumbai office, where I had the privilege of leading brand, advertising, and investor education initiatives. What attracted me to Franklin Templeton was its esteemed global brand, rich heritage, exceptional work culture, and other inspiring aspects.Having previously worked in a more traditional Indian promoter-run company, I saw the opportunity to grow through global exposure and collaborate with teams across different regions and functions.After spending nine rewarding years with Franklin Templeton in India, I felt the urge for new challenges and pondered what my next move would be. The firm presented me with a remarkable opportunity to relocate to Dubai and assume the role of head of marketing for the Central & Eastern Europe, Middle East, and Africa (CEEMEA) region. This was an incredibly exciting prospect as it exposed me to a diverse range of markets and clientele. I eagerly accepted the position in February 2019, and now, after completing five fulfilling years in this role during which I had had the opportunity to do some amazing work, I am excited about what the future holds. As a firm, having been present in the Middle East for more than two decades, we are very proud of our legacy and are committed to building on it moving forward, with innovation and client centricity as top priorities. What unique challenges do you face when marketing financial products in the CEEMEA region, and how do you address them?When marketing financial products in the CEEMEA region, there are several unique challenges that need to be addressed.The region consists of over 30 countries with active clients for us, each with its own distinct characteristics, market maturity levels, opportunities and challenges. It is crucial to recognize that a one-size-fits-all approach is ineffective in this diverse market.Language and cultural differences also pose a challenge in marketing across the region. With multiple languages spoken and various currencies in use, it is essential to tailor marketing materials to specific markets, ensuring effective communication and understanding.Complying with different regulatory and legal frameworks is another significant challenge. Each country in the CEEMEA region could have its own set of financial regulations and legal requirements. We need to understand and navigate these regulations to ensure compliance and avoid any legal issues. Example, Markets in Financial Instruments Directive 2014(MiFID 2) is a key European regulation for CEE countries while some of the other parts of Africa and Middle East do not follow the same.Understanding the cultural and religious sensitivities of the region is also crucial. The CEEMEA region encompasses various cultures and religions, and it's important to be respectful and sensitive to these differences in marketing communications. Adapting messages and imagery to align with cultural norms and values is essential for successful marketing.Additionally, there are varying levels of financial awareness and sophistication across the region. Some markets may be more mature and financially literate, while others are still developing and have lower levels of financial literacy. Marketing strategies need to be tailored to address the specific needs and knowledge gaps of each market. For example, Poland is a relatively less mature market for Mutual Funds with low levels of awareness and trust for investment funds. On the other side, the UAE is a more mature market with investors open to leveraging while investing into mutual funds.To address these challenges, market research and analysis are vital. Gathering insights into the needs, preferences, and behavior of target segments in each market helps the development of effective marketing plans. Regular communication and coordination with local sales teams and partners also ensure that marketing efforts are well-integrated and aligned with their specific business needs.Furthermore, the use of different marketing channels requires adaptation. Some markets may be more receptive to digital and social media channels, while others rely more on traditional media and personal relationships. Understanding the media habits and preferences of each market enables the selection of the most appropriate channels to reach and engage with the target audience.Finding the right balance between maintaining our global brand identity and adapting to local market nuances and regulations is a significant challenge. It is essential to leverage global marketing resources and best practices while also customizing messages and media mix to suit each market's specific requirements.Creating relevant and engaging content and campaigns that resonate with diverse audiences and cultures is another challenge. By collaborating closely with regional and local stakeholders, we ensure that marketing activities are aligned with their priorities and expectations. This collaboration allows for the development of impactful marketing materials that speak directly to the target audience.In summary, marketing financial products in the CEEMEA region requires a tailored approach that addresses the unique challenges presented by the diverse markets within the region. By conducting market research, complying with regulations, understanding cultural sensitivities, and collaborating with local stakeholders, we develop effective strategies that resonate with the target audience and drive success in the region.How do you stay updated on evolving trends and preferences in the CEEMEA market to tailor your marketing strategies effectively?We regularly review market reports and data from various sources, such as Bloomberg, Morningstar, Nielsen, Kantar and others, to understand the macroeconomic environment, the competitive landscape, the customer behaviour and the media consumption patterns in each market. We also conduct internal research and analysis using our own CRM and web analytics tools to measure the performance and impact of our marketing campaigns and activities.We solicit and collect feedback and insights from our clients (in our case, these are mostly our advisors) through various channels, such as surveys, focus groups, interviews and social media. We use this information to identify their needs, preferences, pain points and expectations regarding our products and services.We engage and collaborate with our internal and external stakeholders, such as sales teams, product managers, legal and compliance teams, distributors and partners, to understand their perspectives, challenges and opportunities in the market. I also like to participate in industry events, webinars, conferences and workshops to network and exchange best practices with other marketing professionals and experts in the region.Can you discuss a successful marketing campaign you led for Franklin Templeton in the CEEMEA region, highlighting the strategies that contributed to its success?One of the most successful marketing campaigns I led for Franklin Templeton in the CEEMEA region was the launch of our brand campaign - “Hello Progress”. This launch marked a new chapter in our story, one defined by evolution and growth. The new campaign that ran from January to April 2021reinforced our firm’s commitment to always moving forward, finding innovative ways to better meet client needs as well as reintroducing the Franklin Templeton brand to a broader audience. For the first time ever, a financial services brand launched its global campaign in the UAE on the world’s tallest skyscraper. We launch “Hello Progress” on the Burj Khalifawith a 3-minute takeover of the largest single display surface on Earth to great buzz and success. In addition, the campaign was executed through a combination of 4 media channels including OOH, Social, Digital and Print and 8 media partners and helped achieve an impact of 4mn+ impact. The campaign saw great success and resulted in a rise in awareness & familiarity of the brand with 50% increased recognition for our expertise across asset classes and local markets, 66% increased likelihood to invest with improved favorability and trust in the brand and 75% increase in active searches for additional information on the brand post the campaign. The campaign remains my most cherished till date. Here is a link to the YouTube post-activation video on the Burj: https://youtu.be/JxIiaMnngQI?si=OONRO7fgMHwQCk3xWith the rise of digital marketing, how has Franklin Templeton adapted its marketing approach in the CEEMEA region to effectively reach its target audience?We have embraced digital marketing as a key strategy to effectively reach and engage our target audience in the CEEMEA region. Our focus has been on developing a strong online presence through our website, social media channels, and email campaigns. To optimize our digital marketing performance and enhance client experience, we leverage data analytics and artificial intelligence to deliver personalized and relevant content. One of the challenges we face in the CEEMEA region is ensuring consistency in branding and messaging across different countries, while also accommodating local preferences and regulations. To address this challenge, we follow a global brand framework that defines our core values, vision, mission, tone, and style. This framework allows for regional and local adaptations based on market needs, culture, language, and regulatory requirements. We work closely with a dedicated team of regional marketing professionals and our global marketing team to ensure alignment and coordination across all digital marketing activities in the CEEMEA region. Another challenge we encounter in digital marketing is effectively approaching market segmentation and targeting due to the region's diversity and complexity. To overcome this challenge, we conduct extensive market research and analysis to understand the needs, preferences, behaviors, and motivations of our target segments, including institutional investors, financial intermediaries, and retail investors.We are cautious about the rise of self-proclaimed "Finfluencers" online who provide investment advice. We believe that seeking guidance from a financial advisor is crucial for sustainable investment approaches and when planning for long-term goals.Lastly, we prioritize data privacy and security as critical concerns in the digital landscape. We ensure the protection of client data and comply with data privacy regulations. Implementing robust security measures, educating clients about data protection practices, and maintaining transparency in data usage are fundamental to maintaining trust and confidence in our digital marketing efforts.?In a diverse region like CEEMEA, how do you approach market segmentation and targeting to maximize the effectiveness of your marketing efforts?Market segmentation and targeting are essential steps in designing and implementing effective marketing campaigns. We use a combination of criteria to segment and target our markets, such as:Geographic: The region is divided into sub-regions based on geographic proximity, such as Central and Eastern Europe (CEE), Middle East, East Med, Africa and South Africa. Each of the sub-regions have their own nuances – example, in South Africa, we offer products for international diversification, like investing in the US or Emerging Markets. 
https://adgully.me/post/5675/she-rules-emirati-women-reshaping-the-uaes-business-landscape

She Rules! Emirati women reshaping the UAE’s business landscape

In recent years, the Middle East, especially the UAE, has seen a notable increase in entrepreneurial activity. Women entrepreneurs are becoming increasingly influential in driving innovation, economic growth, and social change in the region. These pioneering women are breaking barriers, challenging stereotypes, and reshaping the business landscape with their vision, determination, and leadership. Here, we highlight some of the most inspiring women entrepreneurs making their mark in the Emirates.According to a report by Wamda and Digital Digest, startups in the MENA region secured a notable $3 billion in funding throughout 2022. In October alone, investments soared to $646 million. Among these figures, the UAE emerged as a significant recipient, garnering $460 million, while Egypt and Saudi Arabia secured $113 million and $70 million, respectively.Despite the overall positive growth trajectory witnessed by businesses in the region, the scenario is starkly different for women-led startups. Shockingly, they only managed to secure a mere 0.06% of the total funding. In contrast, all-male-led companies received a staggering 99.47% of the overall investments, with startups boasting a blend of male and female founders capturing a meager 0.47% of the funding. This glaring gender disparity is reflective of broader global trends permeating all layers of the economic landscape.In spite of this gender disparity, still prevalent worldwide, Emirati women have emerged as winners in entrepreneurship. Over the past decade, the UAE has seen the rise of many women leaders who have successfully started and run their businesses. Let's delve into the stories of a few of these successful women who are inspiring millions of others to follow. However, this listicle includes just a few of the many women leaders in the UAE. Mona Ataya, founder, MumzworldMona Ataya is the visionary founder behind Mumzworld, the largest e-commerce platform for mothers, babies, and children in the UAE. Recognizing the need for a one-stop-shop catering to the needs of mothers, Ataya launched Mumzworld in 2011, offering a wide range of products and services tailored to the region's parenting community. Under her leadership, Mumzworld has experienced exponential growth, revolutionizing the way mothers shop for their children's essentials. Ataya's innovative approach, coupled with her dedication to customer satisfaction, has propelled Mumzworld to great heights, earning her numerous accolades and recognition as a trailbSheikha lazing entrepreneur.Noura Al Kaabi, CEO, Twofour54Noura Al Kaabi, the dynamic CEO of Twofour54, has been instrumental in transforming Abu Dhabi into a prominent media and entertainment hub. Twofour54 provides a supportive ecosystem for content creators, offering state-of-the-art facilities, training programmes, and funding initiatives. Under Al Kaabi's leadership, Twofour54 has attracted international productions and fostered local talent, contributing to the UAE's burgeoning media industry.Sima Ved, co-founder and chairperson, Apparel GroupSima Ved is the co-founder and chairperson of the Apparel Group, one of the largest retail conglomerates in the Middle East. Established in 1999, the company boasts a diverse portfolio of over 75 international brands across various sectors, including apparel, footwear, and accessories. Ved's visionary leadership and business acumen have been instrumental in steering the Apparel Group towards sustained growth and expansion across the region.Raja Al Gurg, Managing Director, Easa Saleh Al Gurg GroupRaja Al Gurg is the Managing Director of the Easa Saleh Al Gurg Group, a multi-billion-dollar conglomerate with interests in construction, retail, and manufacturing. Al Gurg has played a pivotal role in diversifying the group's business portfolio and driving innovation across its various divisions. As a prominent advocate for women's empowerment, she has also championed initiatives aimed at fostering female leadership within the organization and the wider community. A leading business woman in her own right, Dr Al Gurg has carved a unique niche for herself in the region due to her support and encouragement of Arab women entrepreneurs. She is the Founder of the Dubai Businesswomen Council and Member of the Board of Directors of Dubai Chambers. She is also a Board Member of Dubai Chamber of Trade and Dubai Women’s Association.Sana Al Maktoum, Fine JewelleryThe eponymous brand created by Her Highness Sheikha Sana Al Maktoum debuted in 2020 with its inaugural collection, titled ‘My Treasure’, as a tribute to her late grandmother, the esteemed elder Sheikha Sana. Building upon the legacy of the formidable female leadership within her family, Sheikha Sana Al Maktoum draws inspiration from her supportive mother and industrious grandmother. Determined to chart her own course in the world, she sought to align her journey with her distinct passions and interests. Since its inception, the brand has continuously flourished, guided by the belief that each piece of jewelry carries a unique narrative, capable of marking significant moments in an individual's life.Maryam & Muna Saeed, founders, Al MraiknMaryam & Muna Saeed, two exceptionally gifted Emirati sisters, have successfully accomplished this feat with their esteemed abaya brand, Al Mraikn. Since its inception in 2011, Al Mraikn has emerged as a beacon of empowerment for the contemporary Arab woman, seamlessly blending feminine grace with functional design. Through their unwavering dedication and distinctive artistic flair, Maryam & Muna Saeed have curated a winning formula that captivates a devoted clientele and garners admiration from women worldwide.What sets Al Mraikn apart is the sisters’ innovative approach to abaya design. They have skillfully blended traditional craftsmanship with contemporary elements, resulting in unique and captivating pieces. Intricate embroideries, exquisite fabrics, and unexpected embellishments are woven into each design, breathing life into the abayas and adding an element of surprise.Rumana Nazim, founder, The EditIn 2018, Rumana Nazim embarked on a remarkable journey by launching The Edit, a distinctive concept store and gallery situated in Dubai. Transitioning from her successful career as a lawyer, Rumana courageously embraced entrepreneurship to pursue her passion project. The Edit stands as a refreshing departure from conventional mall experiences, offering a curated selection of fashion, clothing, art, beauty, jewelry, and home decor sourced from a diverse range of emerging and established brands. With a keen eye for harmonizing disparate elements, Rumana ingeniously amalgamated these offerings to create a refined edit tailored for the modern, discerning woman. The Edit serves as a gateway to boutique brands predominantly hailing from fashion capitals like London and New York, renowned for their devoted followings. However, The Edit extends beyond mere retail, serving as a platform for burgeoning contemporary artists to showcase their creativity and talent, enriching the cultural landscape of the community it serves.Sara, Nora and Dana Al-Ramadhan, founders, Apotheca BeautyApotheca Beauty, operating across the UAE and Kuwait, stands as the quintessential destination for luxury beauty in the GCC region. Spearheaded by the visionary trio of Kuwaiti sisters—Sara, Nora, and Dana Al-Ramadhan—Apotheca Beauty has emerged as a transformative force in the industry. Since its establishment in 2013, the brand has undergone a remarkable evolution, solidifying its position as a premier platform showcasing coveted brands revered by insiders. With an unparalleled portfolio featuring luminaries such as Anastasia Beverly Hills, Dr. Barbara Sturm, Hourglass Cosmetics, Sarah Chapman, and Skinceuticals, the Al-Ramadhan sisters have meticulously curated a selection that epitomizes luxury in the beauty realm.Asma Hilal Lootah, founder, The Hundred Wellness CentreAsma Hilal Lootah has been a trailblazer in the wellness sector in the UAE since she introduced the nation's first fully certified health clinic and wellness center, The Hundred Wellness Centre, in 2008. Driven by a genuine passion for wellness and pilates, Asma embarked on this journey nine years ago, propelled by her entrepreneurial spirit.Since its inception, The Hundred has evolved into a comprehensive wellness hub, offering a diverse range of services under the wellness umbrella. From rehabilitation and homeopathy to chiropractic therapies, emotional therapies, and life coaching, the center has expanded its offerings to cater to various aspects of holistic well-being. Asma's dedication to promoting wellness has not only transformed lives but has also established The Hundred Wellness Centre as a beacon of health and vitality in the UAE. Angana Maheshwari, founder VeganologieBorn in Kolkata and later residing in Dubai in 2019, Angana's quest for a high-quality sustainable bag led her to recognize a gap in the market. She wanted a product that balanced environmental consciousness with durability and style, without compromising on quality. This realization inspired her to launch Veganologie in 2022, with a mission to provide consumers with sustainable accessories crafted from recycled materials. Veganologie sets itself apart by exclusively utilizing vegan, recycled, or sustainable materials in its products. Under the guidance of its founder, Angana Maheshwari, Veganologie continues to pave the way for ethical and sustainable accessory options in the fashion industry.These exemplary women-owned businesses exemplify the drive, ambition, and innovation that characterize the UAE's thriving entrepreneurial ecosystem. As trailblazers and role models, they continue to inspire future generations of women to pursue their dreams and make their mark in the world of business.  
https://adgully.me/post/5652/the-saudi-ad-school-enas-rashwans-journey-from-cairo-to-riyadh

The Saudi Ad School: Enas Rashwan's journey from Cairo to Riyadh

Enas Rashwan, the founder and CEO of Saudi Ad School and Cairo Ad School (CAS), is a trailblazer in the advertising and communications industry, boasting an impressive career spanning over 18 years. Recognizing a significant gap in specialized education and training for creatives in her region, Enas took the bold step of founding Cairo Ad School, the first of its kind in the Middle East.Through her leadership, Cairo Ad School has evolved into a thriving hub for creative talent, driving innovation and pushing the boundaries of advertising possibilities. Enas's vision and dedication have led to numerous international awards for the school's students, showcasing the remarkable talent emerging from Egypt on a global stage.In an exclusive Interview with Adgully Middle East, Enas Rashwan sheds light on the challenges and her aspirations for empowering women in the region through her endeavors. Additionally, she shares insights into the future trajectory of the institution, indicating a continued commitment to excellence and innovation in advertising education.The name as well as the concept of ‘Saudi Ad School’ is unique. What enthused you to launch the Saudi Ad School? What are your hopes and aspirations from it?The concept of the Saudi Ad School was born out of a deeply felt need for specialized, industry-relevant education in advertising. As a former creative director, I personally experienced the challenges of finding specialized training and skill in the region. The pain points and frustrations we faced in the industry became the catalyst for creating a school that not only addresses these gaps but is also named after and designed for the creative minds of the country, considering their language and market insights.The goal is clear: To equip individuals and companies with the skills and abilities needed to succeed in the dynamic world of advertising. Every region has its unique market needs, and the school aims to bridge those gaps by providing education that aligns with local requirements. The inspiration behind this venture is to see every individual in the industry flourish and succeed in their creative pursuits, contributing to global competitiveness.You have opened another branch in Riyadh recently. This shows the success of the concept. What do you attribute its success to?**Success Rooted in Industry Understanding**The model has been proven successful since I established Cairo ad school 10 years ago in Egypt.The recent expansion of the Saudi Ad School to Riyadh is a testament to the success of its unique approach. The key to this success lies in the fact that the school is created by industry professionals for industry professionals. The team consists of experts who intimately understand the core of the advertising industry, possessing a deep comprehension of its needs and challenges. This insider perspective ensures that the education provided is not only relevant but also geared towards real-world applications.How has been the market response to the inauguration of the Saudi Ad School in Saudi Arabia?The reception has been nothing short of phenomenal. The overwhelming support and numerous collaborative initiatives that have poured in from individual experts, prominent brands, and esteemed organisations are truly heartening. It is gratifying to witness the alignment of their values and objectives with the core mission and goals of the Saudi Ad School (SAS). The robust backing received underscores the industry's recognition of the school's significance and its potential to shape the future of advertising education in the region. The momentum of these positive responses sets an inspiring tone for the impactful journey ahead.What are your views on the development of women in Middle Eastern countries?Speaking about development, it is crucial to recognize that passion for growth transcends gender. In the Middle East, women are making significant strides, breaking through barriers that may have existed in the past. The hunger for success, once monopolized by men, is now driving women to achieve new heights.In this transformative landscape, the Saudi Ad School is gearing up to play a pivotal role in fostering opportunities for women in the industry. With a commitment to providing unwavering support, knowledge, and essential tools, the school is poised to be a catalyst for women's success. The vision extends beyond mere empowerment; it aims to create an environment where women not only thrive but flourish in the dynamic world of advertising. The future looks promising, and it will be exciting to witness the continued progress and achievements of industry women in the coming years.What are your hopes for the future of your nation?My hopes for the future of our nation are simple: peace and prosperity for all Arab nations. Additionally, I envision a world where creativity from our region shines on the global stage, contributing to a positive and innovative representation of our culture.The Ad Industry has been growing by leaps and bounds in the last couple of years. What do you think are the factors that led to this?The growth of the advertising industry is intricately tied to business expansion and cultural openness. Wherever there is economic growth, there is a corresponding surge in advertising activities. Furthermore, as cultures become more open and exposed to new ideas, creativity flourishes, leading to the expansion and diversification of the advertising industry.What will be your advise to women who aspire to be leaders in the Ad industry?Leadership is a natural quality that emerges from passion and dedication. To aspiring female leaders, my advice is simple: know what exactly you want and go for it: Period.And during your journey be kind to yourself, persevere, and go with the flow. Your journey in the industry is a reflection of what you are meant to be, and with time, dedication, and resilience, you will undoubtedly ascend to leadership roles.What are your five-year plans regarding the growth of Saudi Ad school?In the next five years, the Saudi Ad School aims to secure its position as one of the top advertising schools globally. It aspires to become a hub for all industry stakeholders in the region, fostering a community of creative minds and serving as a beacon for excellence in advertising education.?What are your future plans? Are you planning to foray into more countries in the region?While there are no immediate plans to open branches, the vision is to be ready to establish Ad School wherever there is a demand for advertising education in the region. The goal is to be agile and responsive to the needs of countries seeking to enhance their creative landscape through tailored industry education.
https://adgully.me/post/4978/how-to-build-successful-affiliate-marketing-programs-in-2024

How to build successful affiliate marketing programs in 2024

According to Admitad’s report on White Friday 2023 in MENA, affiliate marketing has shown its growing popularity, with 20% more brands building it into their marketing strategy than last year. Companies find it convenient to use a tool that allows them to cover all possible sources of traffic and pay only for results.Vadim Mennanov, Head of Marketing at ,Tapfiliate an affiliate program building tool, talks about the most effective methods of attracting the right publishers to your affiliate program, as well as offering advice on some of the common pitfalls you should avoid in your 2024 marketing strategy.A low-cost, budget-efficient way to reach new audiencesAffiliate marketing is an advertising strategy whose popularity is growing daily. At its very core, it involves the cooperation between a company or brand (the advertiser) who wishes to promote a product or service and a publisher (the affiliate) who agrees to help spread the company’s marketing message to their own audience.Anyone with an audience can be a publisher. They could be someone with their own communications network, group of listeners or readers, and they might publish across platforms such as websites, blogs, social media, podcasts, email newsletters or YouTube channels. In return for the cooperation, publishers receive a commission for each successful conversion that results from their promotional efforts.Affiliate marketing can be a low cost and efficient marketing strategy for any business to generate new sales and increase profits, but the key element is to skilfully and authentically connect a product or service with the right target audiences, thus the right publishers.How to attract the right publishers to your affiliate programThe key to developing a robust promotions network that can significantly increase your brand's reach and revenue is to be proactive in inviting publishers to join your affiliate program.Rather than simply waiting for publishers to stumble upon your program on their own, it's worth taking the initiative, doing your own research and reaching out to those affiliates who could really benefit your business.Here are 7 factors for building successful affiliate partnerships:1. Competitive commissions - Offering attractive commission rates is a simple way to get the attention of high-quality affiliates. It’s also something that will make them more likely to choose working with you over your competitors. Providing competitive commissions and incentives also helps keep affiliates engaged in promoting your business over the long-term.2. High-quality products or services - Publishers are more likely to promote products that they genuinely feel are valuable and worthy of recommendation to their followers. Because of this, ensure that the products or services you wish them to promote are of the highest possible quality. Remember, affiliate relationships are built upon the trust that you can deliver the quality your affiliates have promised. The affiliates have their reputations to protect.3. Effective communication - Maintaining successful, long-term relationships with publishers is all about communication. Affiliates need to feel valued and supported, as well informed about all on-going and up-coming promotional activities. Keeping them constantly in the loop builds loyalty, keeps them engaged and encourages extra effort.4. The right affiliate network - There are many affiliate networks to choose from but a good affiliate platform should provide accuracy in tracking publisher activity, transparency in reporting and ease of use. Using such an affiliate platform makes program management more efficient and comfortable for both you and your affiliates.5. Marketing materials - Affiliates need access to branded marketing materials to effectively promote your products or services. These can include ready-made banners, promotional content and affiliate links. Providing an extensive library of materials can help affiliates to create compelling, brand-consistent and effective content, which in turn increases the reach of your affiliate program and its impact on the market.6. Relationship building - Building lasting relationships with affiliates is key to the success of an affiliate program. By continually communicating, hosting industry events and providing development opportunities, you create a healthy and collaborative environment. This in turn translates into better program performance and long-term benefits.7. Affiliate referral program - An affiliate referral program can encourage people who are already working with you to actively promote your program to their circle of friends, driving increased reach.Maintaining long-term partnerships with your affiliatesThese 7 factors will help you to get your fledgling affiliate program off the ground, attract high-value publishers, set the ground-rules for effective communication and put your business on the path to building mutually-beneficial affiliate marketing relationships built on trust.But, running and managing a successful affiliate program is an on-going process. Here are some more tricks for long-term success and some things you should definitely avoid doing.Be clear about your goals - Make sure you have a clear strategy for your affiliate program before you start. What exactly do you want to achieve? How? What marketing materials can you offer to support your campaigns? Keep your goals simple, transparent and easy to communicate to publishers. If the goals of your program are unclear, you risk attracting the wrong publishers to your affiliate program.Choose your partners wisely - When starting any affiliate relationship, you need to set clear ground-rules for what is and what isn’t acceptable to you. This can mean ruling out any and all unethical practices such as false advertising and promotional spam that could lead to irreparable damage for your brand image.Keep lines of communication open - It’s key to build relationships with your publishers that are built on openness. Make sure to value (and take full advantage of) any suggestions or contributions they make. Keeping ahead of changing market trends can be a significant factor in your affiliate program’s success, and your publishers can help you achieve this.Use tools to monitor, manage and optimise - There are plenty of powerful marketing tools out there. Choose a user-friendly platform that offers tools to accurately track commissions and conversions without overwhelming partners with complexity. Using sub-par tools and systems, especially in terms of tracking activities and handling payments, can cause big problems down the line.Be transparent with your payouts - Avoid ambiguity about the commissions you pay. This includes hidden clauses and inconsistencies in payouts. Most importantly, always pay your publishers on time.Affiliate marketing represents an extremely beneficial opportunity for companies across all industries to promote themselves. Take these tips, tricks and guidelines onboard and good luck on your affiliate marketing journey.
https://adgully.me/post/4876/menas-new-year-gift-pioneering-web3-innovation-safety-for-crypto

MENA's New Year gift: Pioneering Web3 innovation safety for crypto

Photo by André François McKenzie on UnsplashIt can be termed as the best New Year gift for the crypto industry, especially in the MENA region. In a groundbreaking move for the growing digital asset landscape in the UAE, Dubai Insurance has joined forces with Hong Kong-based OneDegree to introduce 'digital asset insurance' tailored to the high-stakes ventures prevalent in the region.This is a positive development for digital asset businesses in the UAE, especially considering the current challenges and uncertainties within the global crypto industry.The partners will initially offer commercial liability insurance, focusing on 'professional indemnity' and 'directors & officers' coverage. Pending regulatory approval, they plan to expand their portfolio to include more digital asset cover products, addressing the diverse needs of businesses operating in the UAE.OneDegree, an early adopter of digital asset insurance in Asia, has been a pioneer in providing licensed insurance for the rapidly evolving crypto landscape. Alvin Kwock, co-founder of OneDegree, highlighted how their OneInfinity products have been instrumental in supporting Web3 companies globally. He bets big on the MENA, especially the UAE, region which continues to attract leading digital asset companies.The UAE has become a thriving hub for virtual asset businesses, thanks to its business-friendly environment and stringent regulatory measures. Dubai, in particular, enforced the Virtual Assets Regulatory Authority (VARA) deadline for all such businesses to obtain full licensing based on their respective categories, imposing penalties for non-compliance.Interestingly, Dubai Insurance Co. had previously invested in OneDegree's Series B funding round, fostering a partnership that now places them at the forefront of global insurance innovations.Abdellatif Abuqurah, CEO of Dubai Insurance Co., said: "By working with OneDegree to bring Web3 insurance products to the market, Dubai Insurance Co. will be at the cutting edge of global insurance innovations."A welcome step<img src='https://erp.adgully.me/artical_image\234ac3a69931c533ad36958fed294efd.png' class='content_image'>This move positions Dubai not just as a leader in Web3 adoption, but as a champion for its responsible development, said Manan Vora, SVP of Strategy & Operations at Liminal, a digital asset custody platform."While digital asset insurance is a global phenomenon, the UAE is experiencing a meteoric rise in this crucial category. Global players are drawn to the Emirates' pro-business policies and booming crypto adoption, with the highest rate worldwide as of September 2023 according to Henley & Partners. Strong economic stability and favourable tax structures also solidify the UAE's position as a Web3 heavyweight and lucrative market," said Vora.However, he adds, building a thriving ecosystem requires a safety net for these companies.Manan Vora feels that Dubai Insurance's masterstroke of launching commercial liability insurance fills this gap perfectly. According to him, this timely move injects the much-needed confidence and unlocks innovation potential, allowing digital asset firms to operate fearlessly and fuel the UAE's inspiring journey to become a Web3 global force."Beyond stability, this insurance paves the way for job creation and economic growth, benefiting the local community immensely. In conclusion, Dubai Insurance's bold step deserves applause for accelerating the UAE's trajectory towards becoming a true Web3 innovation powerhouse," says Vora.<img src='https://erp.adgully.me/artical_image\e151f5a44a469f477cc4edeaafa13cd9.png' class='content_image'>Gracy Chen, Managing Director at Bitget, the world’s largest crypto copy trading platform, strongly believes that the Middle East will play a pivotal role in shaping the future of the global digital asset industry."The sharp focus on innovation, security, and compliance has positioned the Middle East as a fertile ground for Web3 innovation which has prompted global digital asset firms to make a base in the region. The latest commercial liability insurance cover for digital asset firms in the region is a masterstroke as it will create an extra layer of safety for the entire digital asset ecosystem and prove beneficial for all the relevant stakeholders of the industry," Gracy says."As per the latest chainanalysis report, the MENA has emerged as the sixth largest crypto economy, with an estimated $389.8 billion in on-chain value received between July 2022 and June 2023. The staggering volume of digital asset trading calls for urgent protection of user funds and insulate businesses from cyber-attacks and digital predators," she adds.The Middle East and North Africa have become a global centre for the digital asset ecosystem. This move will be highly beneficial for Web3 players in the top markets in the region, including the UAE.
https://adgully.me/post/4634/navigating-the-dsf-a-fusion-of-tradition-safety-and-data-driven-excellence

Navigating the DSF: A fusion of tradition, safety, and data-driven excellence

In the heart of the desert oasis, where luxury meets tradition, Dubai Shopping Festival (DSF) draws in visitors from every corner of the globe. In the first part of this series on DSF, we analyzed the alacrity and preparedness of brands.As the city prepares to host the world-renowned shopping extravaganza, attention turns to the brands that play a pivotal role in shaping the festival experience. How are these brands ensuring a safe and enjoyable shopping experience for their international clientele? In the second part of this story, we delve into the measures taken by leading brands to harmonize opulence with safety, exploring the strategies employed to navigate the unique challenges posed by the intersection of luxury retail and the evolving landscape of global events. We also analyze the importance of data and predictive analysis.“We prioritise the safety and satisfaction of our international customers,” says Richard Snowball, General Manager for Retail at Royal Furniture.He further says that Royal Furniture has implemented stringent safety measures in response to recent global events. “This includes enhanced sanitation protocols in our showrooms and warehouses, as well as contactless payment options for a safer shopping experience. Additionally, we offer online shopping with worldwide shipping, ensuring customers can enjoy our products from the comfort of their homes. These measures reflect our commitment to providing a safe and enjoyable shopping experience for international visitors during the Dubai Shopping Festival and beyond,” says Snowball. <img src='https://erp.adgully.me/artical_image\3b87a24fb030c59167343283a76d70fe.png' class='content_image'>The high standards of safety we’ve been following across all REDTAG stores in the Middle East will apply to our participation in the DSF 2023 too, says Shehbaz Shaikh, Chief Retail Officer, REDTAG.“Moreover, we have the utmost confidence in the ability of the organizers to provide festivalgoers of all ethnicities a safe and secure experience. The UAE government’s hands-on involvement in the festival should allay any lingering fears a potential festival goer might have,” he adds.  <img src='https://erp.adgully.me/artical_image\1d5565a565a777a5294288a2cec8716c.png' class='content_image'>As the Dubai Shopping Festival approaches, a spotlight shines on brands that have mastered the art of integrating local culture into their products, creating a unique and immersive shopping experience. Brands are planning to celebrate the rich tapestry of Dubai's heritage, in which tradition is woven into the fabric of our offerings.One of REDTAG’s important value propositions is the “glocal” approach — the interpretations of global trends through the lens of local cultural sensibilities, says Shehbaz Shaikh.“Years of specialization in this approach have empowered us to achieve a harmonious balance in our designs, effectively catering to Dubai's multicultural diaspora. REDTAG, in particular, has demonstrated exceptional prowess in the realm of "modest fashion" by skillfully integrating the distinctive elements of the historical Arabian textile culture. These endeavors are prominently showcased during special events, such as the Dubai Shopping Festival,” he adds.Dubai's rich cultural diversity is a significant inspiration for our brand, says Richard Snowball.“We celebrate this by curating a wide range of products that cater to various tastes. With designers from different parts of the world, including Arabic, European, and Asian, we offer a diverse and inclusive selection. While we are in the process of finalising our events plan, we are excited to announce that we have cultural events and collaborations in the pipeline for the festival. Shoppers can look forward to unique experiences that showcase the cultural vibrancy of Dubai and our commitment to offering something for everyone at Royal Furniture,” he adds.A data-driven retail odysseyIn the bustling retail arena, data analytics emerges as the unsung hero, empowering brands to craft tailored experiences that resonate with each shopper. So the fundamental question is: How does data analytics elevate the art of personalized marketing, enabling retailers to forge stronger connections with festival-goers?Yet, in a retail terrain that constantly evolves, the challenge lies not only in understanding current trends but also in predicting future shifts. What are the strategies employed by leading brands to keep their data analytics arsenal sharp and up-to-date. How do they navigate the ebb and flow of consumer preferences, ensuring that their offerings remain a beacon of relevance during the festival's whirlwind of shopping excitement?Furthermore, predictive analytics, a tool that acts as the crystal ball for retailers, allows them to forecast demand and make informed, data-driven decisions. Predictive analytics plays a crucial role during the Dubai Shopping Festival, uncovering the ways in which it transforms retailers into visionaries, anticipating trends, and navigating the festival's dynamic retail landscape with confidence.Data analytics is instrumental for retailers to engage with shoppers effectively during peak seasons like the Dubai Shopping Festival while providing a differentiated and personalized marketing approach that can drive an enhanced customer experience, says Karl Crowther, VP, MEA, Alteryx.<img src='https://erp.adgully.me/artical_image\4a6df1ae5ebfa083eaeb0c553af32448.png' class='content_image'>"Utilizing the wealth of available data to analyse customer behaviour, purchase history, and preferences empowers retailers to curate personalized promotions and recommendations. This not only ensures customer loyalty but also fuels revenue growth. In contrast to the challenges faced by traditional brick-and-mortar retail strategies, the sustained triumph of online shopping is underscored by the array of e-commerce technology investments. This is evident in the forecasted growth of the MENA market, projected to reach $57 billion by 2026," says Karl.According to him, during peak seasonal periods like the Dubai Shopping Festival, leveraging historical sales data, current trends, and consumer behaviours is vital to anticipate demand and manage inventory more effectively. Retailers can drop poor-performing products while filling relevant gaps with high-demand products, leading to greater efficiency and customer satisfaction.“Keeping data analytics strategies current to meet the ever-changing needs of consumers requires continuous innovation, including integrating real-time data and applying AI and machine learning in an agile manner to adapt quickly to new trends. With data-driven insights so critical to unlocking the full potential of customer data, retailers are optimising the shopping experience by blending online and offline experiences using the power of data to predict trends and answer vital questions for their retail strategies. But to gain faster insights, retailers must invest in the right analytics and AI tools that bridge the functional gap between analytics teams and business teams — they must empower business users and decision-makers with tools that allow them to explore data without relying on IT or data scientists,” he concludes.For retailers, data analytics goes a long way in understanding their target consumers, points out Bhavesh Talreja, Founder & CEO, Globale Media.According to him, demographic profiles can be analysed using data to understand factors like age, gender, education, employment status, income levels, etc. Then, personalized marketing during a major event like a DSF can be highly effective in engaging and converting customers.<img src='https://erp.adgully.me/artical_image\3bfee046296b06bd9f268944471f0654.png' class='content_image'>According to him, some personalised marketing strategies to consider during DSF are:Customer segmentation: Divide your customer base into segments based on demographics, shopping behaviour, and preferences. This will allow you to create personalized offers and messages for each group.Personalised Offers: Offer discounts, promotions, and deals that are tailored to each customer segment. For example, you can provide loyal customers with exclusive discounts, while newer customers may receive welcome offers.Email marketing: Use email marketing to send personalised messages and promotional recommendations to your subscribers. You can not only analyse their past purchases and browsing history to suggest relevant products but also expand the impact of content marketing.Retargeting Ads: Implement retargeting ads on social media and other online platforms to remind visitors of products they've viewed on your website. These ads can be highly personalised based on the user's behaviour. Unlike typical ads, retargeting ads ensures a higher probability as the visitor has been in contact already.Customized content: Create customized content, such as blog posts, videos, or social media posts, that aligns with the interests and preferences of your target audience. Then follow it up with data analytics to identify what topics resonate most with your customers.Personalised messaging: Use customer names and offer personalized product recommendations in your marketing materials. Tailor your messaging to align with the values and interests of your customers.Location-based marketing: The epitome of being in the right place at the right time, and leveraging geolocation data allow you to send targeted offers and promotions to customers in real-time as they shop in physical stores or explore the DSF area. This strategy proves highly effective for retailers with a notable offline presence.Mobile apps: If you have a mobile app, fire personalized push notifications to mobile users with relevant offers and information during DSF.Social media engagement: You can interact with customers on social media platforms. Respond to their comments and direct messages, and engage in conversations to build a strong personal connection with your audience.Loyalty programmes: Encourage repeat business by offering personalised rewards and discounts through a loyalty programme. Recognize and reward loyal customers during DSF.Personal shopper services: You can also consider offering personal shopper services to help customers find the right products during DSF. These can be tailored to individual preferences and budgets.Predictive analysisBhavesh Talreja further says that predictive analytics encompasses the use of statistics and modeling techniques to make predictions about future outcomes and performance. In a highly competitive industry such as retail, it helps retailers look at current and historical patterns and determine if those patterns are likely to emerge again in the future.Demand forecasting: Predictive analytics can analyze historical sales data, taking into account factors like previous DSF performance, seasonality, and economic indicators, to forecast demand during the festival. Retailers can predict which products will be in high demand and adjust their inventory accordingly.Inventory management: With Predictive analytics, retailers can optimize their inventory. This can help avoid overstocking or understocking and eventually dead stock. This ensures right products in right quantities to meet customer demands and minimizePricing strategies: Predictive analytics can help retailers optimize pricing strategies during DSF. By analyzing historical data and customer behavior, retailers can set competitive prices that attract customers while still maintaining profitability.Personalised marketing: Retailers can use predictive analytics to create personalized marketing campaigns. Consumer data is abundant and can be used as a leverage to create content, advertisements and strategies to better reach potential customers. By analyzing customer data and preferences, retailers can send targeted promotions and recommendations to individual shoppers, increasing the chances of sales. Additionally, it can help predict a lead's likelihood of moving down the funnel to purchase.Supply Chain Optimization: Predictive analytics can assist retailers in streamlining their supply chains. By predicting demand and identifying potential bottlenecks, retailers can ensure that products are readily available during DSF and minimize delays. This helps businesses optimize processes and resources and improve decision-making.Store layout and staffing: Retailers can use predictive analytics to optimize their store layout and staffing based on expected foot traffic and customer behaviour patterns. This can help create a more pleasant shopping experience for customers and improve overall operational efficiency.Fraud prevention: One of the biggest challenges is frauds, but predictive analytics can be used to detect and prevent fraud during DSF. Retailers can analyse transaction data in real-time to identify suspicious activities and reduce the risk of fraudulent transactions.Customer insights: Retailers can leverage predictive analytics to gain insights into customer behaviour, preferences, and trends. This information can be used for product selection, marketing campaigns, and improving the overall shopping experience.Competitor analysis: Retail is a highly competitive industry; so staying on top of your competition is most essential. Predictive analytics can also help retailers monitor and analyze the strategies of their competitors during DSF. By staying informed about competitor pricing, promotions, and inventory, retailers can adjust their own strategies in response.Post-event analysis: After DSF, retailers can use predictive analytics to assess the effectiveness of their strategies and identify areas for improvement. This information can be used to refine their approaches for future events.Photo Teeraza88/Wikimedia Commons
https://adgully.me/post/4615/unwrapping-dubai-shopping-festival-brands-marketing-magic-and-must-have-deals

Unwrapping Dubai Shopping Festival: Brands' marketing magic and must-have deals

It's that exciting season when shopaholics worldwide set their sights on Dubai for the upcoming Dubai Shopping Festival (DSF). In the heart of the bustling metropolis that is Dubai, where commerce and culture seamlessly intertwine, the DSF takes center stage as one of the most anticipated shopping events on the global shopping calendar.In this two-part series, Adgully Middle East delves into the profound impact of the DSF on the marketing strategies and sales dynamics of brands. Beyond the metrics, brands unravel the arresting allure of the festival, offering a glimpse into their distinctive offerings and its commitment to sustainable practices.In fact, the DSF isn't just an event. Known for its unique shopping experiences, DSF is a pivotal juncture that reshapes marketing landscapes and sales trajectories. Let us unravel the strategic dance between the DSF and various brands' marketing and sales blueprint. Discover how this annual spectacle influences their approach and what exclusive promotions await shoppers in the upcoming festival.Let’s find out how the DSF has impacted brands’ marketing and sales strategy, and what special promotions or offers can shoppers expect during the upcoming festival.Sunny Yang, General Manager at TCL MEA, is gung-ho about the DSF. She says: “We consider the Dubai Shopping Festival (DSF) as one of the biggest events for shoppers and we have always come up with our best possible offers and promotions during this time. It gives a tremendous boost to the TV sales and around 25-30 % of our Q4 sales happen during the DSF. Shoppers can expect big offers on our QLED and big-size TVs during this time.”<img src='https://erp.adgully.me/artical_image\87b0436ce62f1d0310211999cb0d590a.png' class='content_image'>Shehbaz Shaikh, Chief Retail Officer, REDTAG, informs that REDTAG’s ongoing offers for Singles’ Day and Black Friday — up to 60% off, as well as an extra 60% off of the second item on the website and “Half Payback” on every AED 300 spent at the physical stores — will be repackaged for the DSF. REDTAG is an apparel and homeware label launched in 2006.Besides discounts, he adds, the company’s strategy for DSF involves providing access to a wide array of fashion and homeware products, in line with festival-goers’ broad-based expectations.“Due to the festival’s massive footfall, it’s a unique opportunity to engage and onboard new customers and feel the pulse of the market. As a customer-centric brand, that opportunity to engage is what we are most eagerly looking forward to.”<img src='https://erp.adgully.me/artical_image\96360ab654779bb364365d1accfcc193.png' class='content_image'>Richard Snowball, General Manager for Retail at Royal Furniture, is enthusiastic about the upcoming Dubai Shopping Festival.“We are incredibly eager to showcase our products in more diverse ways across various mediums. We are preparing well in advance for marketing to position our brand as the destination for furnishing requirements, where we are adding a new set of products relevant to festive vibes. As for special promotions and offers during the upcoming festival, we have some fantastic deals lined up for our shoppers. We are offering special gift discounts of up to 75% off on a wide range of products, making it the perfect opportunity for customers to revamp their homes and indulge in some retail therapy. Additionally, we will have daily special offers, ensuring that our customers have something new and exciting to look forward to every day of the festival. These promotions and discounts will not only attract shoppers but also enhance their shopping experience with our brand during the Dubai Shopping Festival,” Snowball adds. <img src='https://erp.adgully.me/artical_image\e08154073e3292c509f241c00a25913c.png' class='content_image'>What’s in store?Brands, such as TCL, have prepared a lineup of products to be launched during the DSF.TCL, says Sunny Yang, is planning to launch its premium 98-inch TV range in different categories like UHD, QD Mini LED TV during the Dubai Shopping Festival.REDTAG’s 'Winter Moments', the seasonal specialized collection, will be the mainstay of the company’s participation at the DSF 2023, says Shehbaz Shaikh. According to him, the new Winter collection exemplifies "functional fashion", a branch that strives to balance the function of the apparel with its form — a priority for the cold season. “In 'Winter Moments', we have masterfully incorporated wintry colours like brownstone, vintage design elements, and contemporary prints, such as that of superhero characters from Disney, Marvel, and DC. Those specialized collections will be joined by year-round offerings in fashion and homeware,.” he adds.Richard Snowball says that Royal Furniture has an exciting lineup for the Dubai Shopping Festival, featuring a wide range of new products, including dining tables, bedrooms, coffee and lamp tables, all at unbelievable prices. “Our spotlight item is the launch of a brand-new sectional sofa, along with a variety of accessories, all available at special festival prices. Royal Furniture’s exclusive offerings will surely attract shoppers and tourists seeking unique and stylish furnishing options during the festival.”Consumer trendsIn the vibrant tapestry of the DSF, retailers find themselves at the intersection of tradition and innovation. As the retail landscape continues to evolve, several key trends and consumer behaviors have surfaced, demanding the attention of savvy retailers. In essence, the DSF is not merely a marketplace; it's a dynamic arena where retailers must adapt to the nuanced rhythm of consumer preferences, seamlessly blending tradition with innovation to create an unforgettable shopping journey.From 8th December 2023 to 14th January 2024, Dubai will become the 'shopping capital' of the world, states Bhavesh Talreja, Founder & CEO, Globale Media.“It is one of the leading cities in the Middle East in innovation and development, and the Dubai Shopping Festival has accompanied that growth journey. The organized integration between shopping from retailers in Dubai and rejoicing experiences through multiple modes of entertainment is a key point of differentiation as no other international festival has managed to create a full integration as the DSF,” says Talreja. <img src='https://erp.adgully.me/artical_image\a93a611e2cca35a5ca976827426d949c.png' class='content_image'>According to him, the key distinctive factors of the DSF are:Luxury shopping: The DSF boasts the crème de la crème of luxury brands, chic boutiques, and renowned retailers. From watches, perfumes, and electronics to home decor and gold jewellery, shoppers can shop at irresistible prices.Online shopping: Using the DSF, many retailers offer online deals and promotions, allowing people to shop from the comfort of their homes.Extended shopping: With night markets, longer business hours, and increased government support of DSF, shoppers can tap into the ultimate retail experience day and night.Discounts: For the DSF to become a shopper's dream destination, massive discounts and promotions play a significant role in attracting shoppers all over the world.Entertainment: Even though 'Shopping' is in its name itself, the festival is also marked by a range of exciting activities including live shows, celebrity performances, concerts, fireworks, street shows, and many more to entertain visitors for 38 days.Family-friendly activities: Apart from the incredible deals and discounts on offer, the DSF also organizes family-friendly activities and family-themed entertainment. Some of these are film screenings, funfairs, and games for children. This encourages entire families, i.e. people of all ages, to travel to Dubai for the month-long festival.Raffles and prizes: Many retailers and malls run raffle draws and prize giveaways where shoppers can win brand-new cars, gold, and millions of dirhams in cash prizes.SustainabilityAs consumers place a growing emphasis on sustainability and ethical shopping, brands are dedicated to being a trailblazer in responsible commerce, by prioritizing eco-friendly practices and technologies in both products and operations during the DSF.TCL takes great pride in its commitment to sustainability and is dedicated to integrating eco-friendly practices and technologies into both its products and operations, says Sunny Yang.“Under the global banner of the #TCLGreen campaign, we are spearheading a transformative initiative to inspire greatness and foster a more environmentally conscious planet for all. The #TCLGreen initiative has received worldwide recognition, serving as a symbol of our steadfast dedication to sustainability within local and global communities. In pursuit of these sustainability goals, we offer a range of environmentally responsible products that include the TCL Mini LED C845, the TCL FreshIN Air Conditioner, the TCL Eco Fresh Refrigerator, and our TCL Front Load Washer, which excels in providing advanced hygiene care. At TCL, we are committed to making eco-conscious choices accessible to our customers and are continuously innovating to minimize our environmental footprint across all facets of our business operations,” says Yang.Richard Snowball adds that Royal Furniture is committed to sustainability and responsible shopping.“A prime example is our sofa and bed collection, along with our locally manufactured mattresses. By producing these products within the UAE, we significantly reduce our carbon footprint, as we import only the raw materials needed for manufacturing. We take pride in being a "Made in UAE" product brand, contributing to a more eco-friendly approach in the region. While we don't have specific eco-friendly initiatives planned for the festival, our ongoing commitment to local production aligns with our sustainable and responsible shopping practices,” he explains.REDTAG has launched ‘Anytime, Anywhere Exchange’ as part of its ethical and responsible retailing, says Shehbaz Shaikh.“Under that first-of-its-kind initiative in GCC, customers can buy a product at any of our stores and return it at any other REDTAG store in the country, even after a decade, as long as it remains unused and labelled. ‘Anytime, Anywhere Exchange’ is a shining example of our convenience-led, customer-centric approach,” says Shaikh.Photo (Ibn Bathutha Mall of Dubai) by Challiyil Eswaramangalath Pavithran Vipin