In the Middle East we often look outside of our region for marketing inspiration. However, there are a thing, or 10, that the marketing industry can learn from local brands.
1. Connections count
Knowing the right people in the right industry can still (although doesn’t always have to) make or break your brand.
2. Tradition will thrive
Campaigns and ads that include a cultural or traditional reference are often more popular.
3. Sex doesn’t have to sell
The infamous saying, “sexy sells,” doesn’t always apply. Middle Eastern audiences relate more to other symbols in marketing campaigns. Why do you think Nancy sang Waving Flag during the World Cup and not Haifa?
4. Humor is important
Sex may not sell, but humor certainly does! And when done right, it quickly becomes viral.
5.English is not king
As much as we would like to think of the Middle East as a global melting pot, Arabic audiences have proved they still very much prefer to receive their communication in Arabic.
6. History plays a role
The Middle East is a region that has experienced decades of commotion in its history and politics. Historical triumphs cannot go unnoticed, even in the marketing industry.
7. Offline beats online
While this is slowly changing, a huge chunk of consumers in the Middle East (and possibly other parts of the world) are still offline. It’s still the more potent option.
8. Price still matters
Fancy new products and services are exciting to everybody around the world, but in the Arab world, price still needs to be reasonable. Who needs a nicely packaged fruit juice when you can squeeze your own oranges at home?
9. Trust is a last resort
The first instinct of most Arab consumers is to dismiss the message, promise or deal in a marketing campaign as a lie or a catch. Trust takes a lot more time to establish than you would like to think.
10. TV cannot be forgotten
Many say TV is a dying medium, but this is anything but true in the Middle East. With talk shows becoming one of the most-viewed program types Arabs are still spending a lot of time watching TV – even the tech-savvy folks.
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