HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?
It underwent significant changes, urging businesses to adapt swiftly. Privacy took the forefront, with strict regulations like GDPR and CCPA reshaping how marketers personalise campaigns. Third-party cookies crumbled, prompting a shift toward first-party data and contextual targeting.
Automation powered by AI and Machine Learning was another key trend. From AI-driven content creation to automated bidding, technology played a pivotal role in enhancing efficiency and delivering personalised experiences.
The creator economy saw a huge surge, as individuals on platforms like TikTok built massive audiences.
Brands capitalised on this trend, partnering with creators to authentically engage with their communities. E-commerce giants like Amazon and Shopify are facing tougher competition than ever from social media platforms like Instagram and TikTok, which are now making it super easy to shop right within their apps.
Brands need to be where their customers are and make sure they can buy their stuff seamlessly across different platforms. The metaverse emerged as a game-changer, with virtual worlds like Decentraland and Roblox offering immersive experiences for connecting with consumers.
2023 marked a transformative year in the digital landscape, demanding adaptability, data-driven decision-making, and a proactive embrace of emerging technologies in marketing.
WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?
I take pride in the team’s dedication and the significant efforts they invested in their work. Additionally, I am proud of the agency’s expansion into new markets. In the first quarter of 2023, we successfully opened three offices in Riyadh, Cairo and Bengaluru.
Looking ahead, we have ambitious plans to open two more offices later this year.
WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?
Brands should be open to experimenting with new technologies, analysing key metrics through data analytics, and adjusting strategies based on insights. Encouraging a culture of continuous learning and innovation is crucial for sustained success.
2024 presents opportunities for brands embracing change and evolving digital strategies.
Prioritising privacy, exploring the metaverse and immersive technologies, using automation judiciously, collaborating with content creators, prioritising commerce across platforms, and remaining data-focused and analytics-driven are essential.
By doing so, brands can thrive in the ever-changing digital landscape. It isn’t just about adopting new technologies; it’s about using them strategically and ethically to build real connections and deliver outstanding brand experiences.
Take a proactive approach, leverage data analytics wisely and create thoughtful and effective digital strategies.
WHAT ARE THE BIGGEST OPPORTUNITIES BRANDS CAN GEAR UP FOR THIS YEAR?
It’s crucial to make the brand experiences more personalised by embracing technology.
Brands that excel in effectively utilising first-party data for insightful personalisation will develop deeper trust and loyalty among their customers. A key opportunity lies in adopting the automation approach by leveraging AI and machine learning.
Build in-house tools to make campaigns more efficient and to build personalised experiences.
-By Shadi Abdulhadi, Founder and CEO, Boopin
