Tariq Al Sharabi, Managing Director, Cicero & Bernay.Cicero & Bernay’s Tariq Al Sharabi shares his take on several pressing questions the industry faces for the year ahead, with a focus on how diversification enables sustainable growth.
What are the top lessons from 2024 that we’re taking into 2025?
Don’t be scared of AI. It’s not about artificial versus human effort. Instead, it’s a powerful tool that enhances what the human touch can achieve. While its potential may seem overwhelming, its workplace applications are simple, effective, and seamlessly integrated into workflows, much like other tools we’ve adopted over the years. Machines don’t think for themselves; they amplify our best ideas. At its best – which we’re just starting to encounter – AI creates time-saving algorithms that streamline processes and contribute to more informed and impactful outcomes.
What do leaders in the digital ecosystem need to avoid in the months ahead?
Expand your focus beyond your existing audience, as these people are already engaged. Leaders should prioritise the broader ecosystem, identifying untapped opportunities instead of solely addressing current markets.
Sustainable growth stems from diversification, engaging with fresh perspectives, and strategically introducing your brand to new markets. This approach supports continued relevance and influence across shifting territories.
How do you ensure every member of your agency remains at the forefront of emerging digital technologies and trends?
We prioritise open communication across the agency, recognising that every team member brings unique insights and perspectives. Inspiration often comes from diverse sources that go beyond traditional trend reports. By encouraging collaboration, exchanging ideas, and exploring varied viewpoints, we remain adaptable and informed, allowing the agency to stay ahead of emerging digital technologies and trends.
How do you lean into qualitative and quantitative consumer insights to enhance your digital marketing strategies?
There are consumer insights, and then there are business objectives, which define the on-ground reality. While data is king, practical challenges require us to remain agile, leveraging best practices and insights to create a balanced approach that delivers impactful results.
How do you measure and demonstrate the success and ROI of your digital marketing campaigns to your clients?
We adopt a systematic approach, beginning with setting SMART goals – specific, measurable, achievable, relevant, and time-bound objectives that align with client needs. Key metrics like sales, leads, website traffic, social media engagement and conversion rates are carefully selected to reflect campaign objectives. Real-time performance is tracked using tools like Google Analytics, enabling mid-campaign adjustments for maximum impact. Post-campaign, we deliver clear, comprehensive reports that highlight performance, ROI and shifts in consumer sentiment, alongside comparisons to industry benchmarks. These reports emphasise actionable learnings, showcase the campaign’s contribution to brand recognition and loyalty, and demonstrate both immediate results and long-term value for the client.
By Tariq Al Sharabi, Managing Director, Cicero & Bernay.
