By Ziad Skaff, managing director of Hall & Partners MENA
We’re seeing tough economic times in the Middle East. Budgets are tightening and people are spending more cautiously. When times are tough, all businesses look at cost-saving measures, and marketing budgets are often among the first to be scrutinised. With this in mind, crafting unique customer experiences becomes vitally important, especially given how digital platforms have changed the way brands and consumers interact. The latter have more control and are extremely discerning; they want authentic experiences at a time that suits them.
We’ve moved beyond the ‘transact first, connect later’ mentality. Brands must provide an i
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