Audience Intelligence: A practical guide
June 8, 2022
Audience Intelligence: Driving Marketing Efficiency

It’s no secret that, in a competitive market, you must market as efficiently and effectively as possible. That’s when Audience Intelligence comes in. When you do it right, you’ll be able to create more awareness about your brand and products, reach a wider audience, sell more products, and generate more revenue. Now the question is: How […]

January 31, 2022
Audience insight: UAE and KSA Mums – a needs & values analysis

For audience insight UAE and KSA mums, marketers are often at odds on how to find true, quick insight into the segment. If you've landed here please check out Part One of this series on Audience insight: UAE and KSA mums. As audience-first marketers, we focus first and foremost on understanding the people our brands need to reach - identifying the key characteristics that make up their personalities and shape their interactions with the world.

January 25, 2022
UAE and Saudi Mums: Understanding the Audience

As audience-first marketers, we focus first and foremost on understanding the people our brands need to reach. Identifying the key characteristics that make up their personalities and shape their interactions with the world.

GCC traveller profiles
January 6, 2022
Travel forecast for 2022 – Part 2: GCC traveller profiles forecast for 2022

You can tell a lot about someone by their personality and preferences – it’s a marketer’s best tool for success. And when it comes to understanding how people make holiday decisions, understanding who they are as a person is key. That’s why we used our Arabic-native AI-enabled Consumer Intelligence platform Sila to monitor key trends from GCC travellers to understand what makes them tick.

The GCC Traveller in 2022
January 4, 2022
How the GCC Traveller is Preparing for 2022 – Part One: Travel Destinations

If 2020 was the year the world stood still, 2021 was set to be the year of the comeback. But, unfortunately, due to a mix of new variants, varying government legislations, and general public unease, COVID didn’t quite allow the GCC traveller to travel the way we wanted. But that didn’t stop people’s wanderlust. And indeed, citizens and residents of the Gulf Cooperative Council (GCC) countries (Oman, United Arab Emirates, Qatar, Saudi Arabia and Kuwait) have made their intentions for travel quite clear online. And with 2022 looking the most promising year yet, thanks to scientific developments and widespread successful vaccination programmes, travelling is set to be high on most people’s 2022 bucket list.

December 21, 2021
Putting the GCC Audience First: Audience-First Marketing for the Arabic-Speaking World

With a collective GDP of $1.4 trillion and a per capita income that ranks among the highest in the world, the Gulf Cooperation Council (GCC) region represents a high-value target for established and emerging brands. Successful entry into this unique market, however, requires a nuanced understanding of consumers that traditional marketing techniques often fail to […]

COVID 19 variants affecting consumer sentiment
December 13, 2021
How the Omicron variant has shifted consumer sentiment in the UAE

A bump, then a boost. That’s what the last week of November and the first week of December looked like for consumer sentiment in the UAE on news of the Omicron variant. On the 26th of November, the WHO declared the COVID-19 variant ‘omicron’ a variant of concern. The same day, oil dropped 10%, while stocks […]

November 22, 2021
The fight for the beauty audience in the GCC: Reels vs Tik Tok

The 2.0 digital and social audience are highly informed. Beauty consumers explore not only brands (fame), product ranges and price; nowadays, with the help of social and digital tutorials, reaction videos, critiques and beauty moguls sharing the inner workings of product development; consumers are demanding a lot more from beauty brands. From ingredients to political […]

Dialect understanding is important
October 11, 2021
Using Arabic dialect understanding for consumer research

The limitations of social listening, particularly in languages that are not English, are plain to see across projects and insights when you’re trying to use commercially available software for research. One of the primary frustrations is the accuracy of the machine-learning results from those efforts, particularly in Arabic – they don’t work. It’s why we […]

the creators of the music industry are growing in influence
August 29, 2021
Audience first comes to the music industry

Audience first comes to the music industry. At D/A, we’re known for our position on Campaign planning with audience-first strategy audience-first marketing; we’ve written a great guide for that and also a minicast to bring yourself up to speed. Still wondering if this is just a flash in the pan or something more mainstream?  There’s […]