With the number of internet users in the Middle East expected to reach 413 million by 2015, the digital sphere is an essential consideration for any successful marketing plan.
Many companies realise this and have merged online into their strategies, but not all have established the need to engage with consumers in a manner that they can relate to — which, in a space as cluttered as the digital environment is becoming, can be an essential point of differentiation.
We built our business through deep consumer research and advertising. We have been at the forefront of production innovation, with a rich history of produced programmes, beginning with the development of radio serials in the 1930s. It was our sponsorship of these programs with brands like Duz and Oxydol that coined the phrase “soap opera”. In the decades that followed, we have partnered with television, to promote our brands and products.
The consumer has changed, however. Today, the world revolves around digital. From email to social media, work to entertainment and everything in between, the internet plays a huge part in our lives.
The Middle East also has some of the highest smartphone penetration rates in the world, making internet access possible anywhere and everywhere.
Consumers want to access content as, when and how they want to, and they want content that is meaningful to them. The opportunities this presents are immense for any brand to reap, by taking advantage of the always-on attitude to have a significant impact on consumers’ lives.
Success in the digital sphere is based on how well you are able to create an experience for your consumers. They want content that is relevant to them, and so a deeper understanding of consumer behaviour, wants and needs is the first step to developing a strong digital approach.
The digital experience must also be seamless across all consumer touch points, including the ever-important social media and increasingly important mobile platforms, as well as through traditional media.
Ramadan is one such time at which strategies must be tailored — especially so today, when the way people watch seasonal content has changed considerably. Traditionally, the way to reach consumers during the Holy Month was through television, through adverts that would play during peak hours. Demographic shifts and changing consumption patterns means more consumers are consuming content online instead of watching television. Brands have to adjust their strategy accordingly.
Seamless experience
The in-depth understanding needed to develop a seamless digital experience must cover all areas that are relevant to the target audience, particularly during Ramadan. For example, the online habits of a stay-at-home mother will be different to those of her teenage son.
Just as advertising is created to specifically appeal to a certain consumer type, the placement of that advertising in the digital space must also be carefully considered. A housewife turning into YouTube to watch her favourite cooking channel will be attracted more to an advert for a content-relevant product, such as a washing-up liquid or laundry detergent, than she would be to an advert for an unrelated product.
YouTube viewing especially sees a considerable spike during Ramadan, particularly in seasonally relevant categories — religious and spiritual channels, cooking and lifestyle content, and TV series and comedy shows. To capitalise on this, P&G developed a targeted digital strategy that includes exclusive sponsorship of Ramadan-relevant channels, thereby associating our brands not only with the content, but increasing top of mind awareness and reassuring consumers that our products are relevant to their interests and lifestyle.
It is my belief that there are four key elements to a successful digital strategy that will fully employ the benefits of a platform such a YouTube. The first of these is sponsoring content categories, to directly reach the targeted consumer based on their likes and content consumption habits.
The second is linked to this, by targeting them will relevant brands, rather than being singularly focused. This will increase recognition of a wider portfolio as opposed to concentrating on an individual product.
Thirdly, there is the need to go big — identify key dates and ensure increased visibility on those days. In addition to sponsored content and regular ads, purchase the most prominent space to guarantee higher visibility levels and more quality impressions. It also implies ownership of an event.
Gain access
The fourth point is to gain access to the content owners and creators, and to leverage their position and capabilities to what is generally a mutual benefit. Social media stars have considerable impact as brand ambassadors, and being associated with the right ones builds credibility as well as visibility.
For each of these points, finding out where a target audience spends their online time is essential, as is understanding what content appeals most to them. Take Facebook, for example. At P&G, we have several brands that engage with consumers through brand pages, posting tailored content throughout the year that adds value to our followers’ lives.
To create the experience, these brands post content about the products themselves, as well as content relevant to the target consumer such as lifestyle tips, product-related information, and advice. A brand has much more control in the digital space than anywhere else — but then, at the same time, the consumer also has more control over the content that they view, so creating appealing and relevant content is more important than ever.
The same is relevant on any digital platform, from websites through to social media.
This builds upon the consumer experience through positive associations, creating an immersive environment that emphasises brand relevance. An innovative approach such as this is needed in the cluttered digital world.
It provides the differentiation that brands must have if they are to be as successful in the brave new world of digital media as they were, or are, in the traditional sphere.
— The writer is the media and digital manager for the Arabian Peninsula at Procter & Gamble.
