by Maan Kaassamani, founder and managing director, SpinWorx Event Management
Multinational brands have a large presence in the GCC countries with a strong purchasing power. Initially, brands started with an intention of attracting consumers without taking into consideration any specific journey flow as direct marketing techniques and communications, whereas the present and future have shifted towards providing customer experience from a Gen Z lens through a tailored journey which caters to the brand moment through a storytelling strategy. In the future, experiential marketing will become one of the main pillars of brand marketing rather than it being an added benefit to the brand. Hence, b
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