IN THE PRESS
January 29, 2025
In the vibrant, culturally rich Middle East and North Africa (MENA) landscape, marketing strategies are undergoing a significant transformation, blending cultural insights with advanced technological tools. This evolution is particularly evident in Customer Relationship Management (CRM) and precision marketing, where understanding and respecting cultural nuances is as vital as leveraging data analytics.
In his latest ‘Respect the Process’ podcast, my colleague Troy Hitch, discussed how brands like Mercedes-Benz should personalise each consumer interaction. Troy’s approach, termed ‘A Million Little Big Ideas’, discusses the impact of going granular, not only within the overall customer interest for a specific car model, but also drilling down to a specific car model’s features. By focusing on features such as technology, offroad capabilities or sustainability, or on the current phase of a customer’s life, such as an expecting parent, we can narrow our personalisation down to speak to one particular customer – that specific person we are selling it to. The data is generated and available, we just need to turn that data signal into actionable personalisation.
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