Marketing Technology (Martech)

Welcome to the first issue of MENA Review: Marketing, the newsletter that brings you the latest trends, insights and best practices in marketing in the Middle East and North Africa. In this issue, we will cover the following topics:

This week’s brain teaser: a riddle to challenge your creativity and logic
Term of the day: marketing technology (martech)
Three articles that showcase how martech is used in different marketing campaigns in the MENA region
Three job opportunities for marketing managers and directors in the MENA region

This week’s brain teaser!

Can you solve this riddle?

I am a word that begins with M. I have six letters and two syllables. I am related to marketing, but I am not a strategy or a tactic. I can be used to measure, monitor and optimize marketing performance. What word am I?

Think hard and try to figure it out. The answer will be revealed at the end of this newsletter.

Term of the day: Marketing Technology (Martech)

Marketing technology (martech) is a set of integrated technologies that enables marketing capabilities, such as efficiently and effectively targeting, acquiring and retaining customers. Martech can include tools for analytics, automation, content management, customer relationship management, social media, email marketing, search engine optimization and more.

Martech is essential for modern marketers who want to leverage data, insights and automation to deliver personalized and relevant experiences to their customers across different channels and platforms. Martech can also help marketers improve their productivity, creativity and innovation by streamlining workflows, enhancing collaboration and enabling experimentation.

However, martech is not a magic bullet that can solve all marketing challenges. Marketers need to have a clear vision, strategy and goals for their martech investments, as well as the skills and resources to implement and manage them effectively. Marketers also need to keep up with the fast-changing martech landscape and evaluate new tools and solutions that can add value to their marketing efforts.

To learn more about martech and how it is used in different marketing campaigns in the MENA region, check out the following articles:

How Talabat used martech to boost online food orders during Ramadan

Talabat is one of the leading online food delivery platforms in the MENA region, operating in nine countries. During Ramadan, Talabat wanted to increase its online food orders by tapping into the festive spirit and cultural traditions of its customers.

To achieve this goal, Talabat used martech tools such as Google Ads, YouTube, Google Display Network and Google Analytics to create a data-driven and personalized marketing campaign. The campaign consisted of three phases:

Pre-Ramadan: Talabat used Google Ads to target customers who were searching for food-related keywords such as “iftar”, “suhoor” and “Ramadan recipes”. Talabat also used YouTube to run video ads that showcased its variety of cuisines and offers.
During Ramadan: Talabat used Google Display Network to reach customers who were browsing websites related to food, entertainment and lifestyle. Talabat also used YouTube to run bumper ads that reminded customers of its fast delivery and convenience.
Post-Ramadan: Talabat used Google Ads to retarget customers who had ordered from its platform during Ramadan and encourage them to order again. Talabat also used YouTube to run video ads that thanked its customers for their loyalty and support.

The campaign was a success, as Talabat achieved a 23% increase in online food orders during Ramadan compared to the previous year. Talabat also saw a 35% increase in brand awareness and a 25% increase in brand consideration.

The campaign demonstrated how Talabat used martech tools to understand its customers’ needs, preferences and behaviors during Ramadan and deliver relevant and timely messages that resonated with them. Talabat also used martech tools to measure and optimize its campaign performance and ROI.

How PwC used martech to launch its Entertainment & Media Outlook report in MENA

PwC is a global network of professional services firms that provides consulting, assurance and tax services to various industries. In November 2020, PwC launched its Entertainment & Media Outlook report for the MENA region, which provides insights and forecasts on the trends and opportunities in the entertainment and media industry.

To launch this report, PwC used martech tools such as LinkedIn, Twitter, Facebook, Instagram and HubSpot to create a multi-channel and integrated marketing campaign. The campaign consisted of four elements:

Content: PwC created and shared various types of content related to the report, such as articles, videos, podcasts, infographics and webinars. The content highlighted the key findings and implications of the report for different segments of the entertainment and media industry, such as gaming, OTT video, music and advertising.
Social media: PwC used social media platforms such as LinkedIn, Twitter, Facebook and Instagram to amplify its content and reach its target audience of entertainment and media professionals, executives and influencers in the MENA region. PwC also used social media to engage with its audience and encourage them to share their feedback and questions on the report.
Email marketing: PwC used HubSpot to create and send personalized and segmented email campaigns to its existing and potential clients in the entertainment and media industry. The email campaigns aimed to drive traffic to the report’s landing page and generate leads for PwC’s services.
Landing page: PwC created a landing page for the report on its website, where visitors could download the full report or access specific sections of it. The landing page also featured a form where visitors could register their interest in PwC’s services or request a consultation.

The campaign was a success, as PwC achieved a 40% increase in website traffic, a 30% increase in social media engagement and a 20% increase in leads generated compared to its previous reports⁵.

The campaign showed how PwC used martech tools to create and distribute valuable and relevant content that showcased its thought leadership and expertise in the entertainment and media industry. PwC also used martech tools to reach and engage with its target audience across different channels and platforms and generate demand for its services⁵.

You can read more about this campaign here: https://www.pwc.com/m1/en/publications/mena-entertainment-media-outlook-2020-2024.html

How McKinsey used martech to promote its Digital Consumers in the Middle East report

McKinsey is a global management consulting firm that helps organizations across various sectors and functions to solve their most complex challenges. In June 2020, McKinsey published its Digital Consumers in the Middle East report, which explores the digital adoption and behavior of consumers in the MENA region.

To promote this report, McKinsey used martech tools such as LinkedIn, Twitter, Facebook, Instagram and Medium to create a holistic and engaging marketing campaign. The campaign consisted of three components:

Social media: McKinsey used social media platforms such as LinkedIn, Twitter, Facebook and Instagram to share snippets and highlights from the report, such as key facts, figures, charts and quotes. McKinsey also used social media to invite its audience to join its live webinars and Q&A sessions on the report.
Webinars: McKinsey hosted two live webinars on the report, one for its clients and one for the public. The webinars featured McKinsey experts who presented the main findings and insights from the report and answered questions from the audience.
Medium: McKinsey published a series of articles on Medium based on the report, covering topics such as digital payments, e-commerce, online education and health care. The articles provided more depth and analysis on the report’s themes and implications for businesses and consumers.

The campaign was a success, as McKinsey reached over 1 million people across its social media platforms, attracted over 500 attendees to its webinars and generated over 10,000 views on its Medium articles⁶.

The campaign illustrated how McKinsey used martech tools to create and share compelling and informative content that highlighted its research and insights on the digital consumers in the MENA region. McKinsey also used martech tools to interact with its audience and provide them with more value and knowledge on the report.

Manager & Director Job Openings

Are you looking for a new challenge or career opportunity in marketing in the MENA region? Here are three job openings for marketing managers and directors that might interest you:

Marketing Manager at GrowGo Food/Drinks Marketing Agency in Dubai: GrowGo is a marketing agency that specializes in food and drinks brands. As a marketing manager, you will be responsible for developing and executing marketing strategies for various clients across different channels. You will also manage a team of marketing executives and coordinators. You should have at least five years of experience in marketing, preferably in the food and drinks sector. https://jo.linkedin.com/jobs/view/marketing-manager-at-growgo-food-drinks-marketing-agency-3682951757
Marketing Manager at TAB Marketing & Business Services in Amman: TAB is a marketing and business services company that offers solutions such as branding, web development, social media management, graphic design and event management. As a marketing manager, you will be responsible for planning and implementing marketing campaigns for TAB’s clients. You will also oversee TAB’s own marketing activities and brand image. You should have at least three years of experience in marketing, preferably in the service sector. https://jo.bebee.com/job/20230825-ad3b7239addf9bfaa49cd6c8fb8a9fda
Marketing Director at RTP in London: RTP is a global marketing and communications agency that works with clients in various sectors such as technology, health care, education and finance. As a marketing director, you will be responsible for leading and managing RTP’s marketing team and projects in the EMEA region. You will also develop and execute RTP’s own marketing strategy and vision. You should have at least seven years of experience in marketing, preferably in the agency sector. Marketing Manager at RTP – London – Bayt.com

Answer to the riddle

Did you figure out the answer to the riddle? Here it is:

The answer is metric.

A metric is a quantifiable measure that is used to track and assess the status of a specific marketing process or outcome. Metrics can help marketers evaluate the effectiveness and efficiency of their marketing activities and identify areas for improvement. Some examples of metrics are conversion rate, customer lifetime value, return on investment and customer satisfaction.

Did you get it right? Congratulations if you did! If not, don’t worry, there will be more riddles to challenge you in the next issues.

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This concludes the first issue of MENA Review, the newsletter that brings you the latest trends, insights and best practices in marketing in the MENA region. We hope you enjoyed reading it and found it useful for your marketing endeavours.

We would also love to hear your feedback and suggestions on how we can improve our newsletter and make it more valuable for you. Please feel free to contact us at info@mena-review.com

Thank you for reading and stay tuned for our next issue! 😊