Articles from the author

Whether the existing giants can mould themselves to fit in is still uncertain

It is how those elements are integrated into the narrative that will be decisive

Users of social media should now have the levers to control what they want public

Cambridge Analytica’s folding up shows social media cannot win all the time

UAE businesses cannot let their functions be dictated exclusively by marketing

It is time for a new thinking on the medium is the message mantra

A holistic understanding of strengths, limitations of each disparate discipline and how to create fully integrated campaigns is crucial

It won’t be enough to take corrective measures after the fact

Use well and they can cut through the clutter that is today’s digital media space

Digital and social media platforms find their tall claims are getting tested

Businesses can work on sustainability targets and make themselves an attraction

New-age digital tools can offer access to personalised data as never before