Digital transformation is the latest buzz phrase in this region. We get quick-to-digest newsletters on a daily basis with “digital transformation” plastered all over in big fonts. Every corporate meeting at a certain level features a discussion on transformation. And it’s been the key theme at most marketing and media conferences this year.
Yet since the “digital transformation” concept came to prominence in 2011, and until today, the MENA market continues to lag well behind. Before considering the challenges and obstacles in the region relating to digital transformation, it’s worth defining what it actually is. It is a customercentric approach, where brands use tech and d
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