The digital marketing industry is changing faster than ever and those who don't adapt with the times are losing market share. Where should marketers be focusing their efforts in 2018? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.

1. Aaron Taylor
CHIEF MARKETING OFFICER
INCYCLE MARKETING
DUBAI, UAE ~ OCTOBER 23 - 24, 2018
DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast
Digital Marketing Trends:
Experts Insights on How to Gain
a Competitive Edge in 2018
PANEL

2. A Intro ToWest vsM.East
• Global trends don’t reflect localtrends
• 10-8 years behind
• Not from lack ofknowledge
• Gap is closing quicker than in previous years
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3. How The Middle East Compares
In the West
• Budgets are smaller
• More SME’s
• More competition
• Lots ofhigh-quality
talent
In the MiddleEast
• Budgets are bigger (Larger
companies).
• Fewer SME’s.
• Immediate impact
desired.
• Top players are hard to find.
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4. What We Will Be Covering
Global Trends
• Artificial Intelligence
• Blockchain
• Augmented Reality
• Micro Moments
• Voice Search
Local Trends
• Video/Motion graphic
• Personalisation
• Influencer marketing
• Chat bots
• Ecommerce
• Inbound marketing
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5. Global Trends
Artificial Intelligence
• AI can analyze consumer behavior and
search patterns, utilizing data from social
media platforms andblog posts to help
businesses understand how users and
customers find their products and services.
• Artificial intelligence also offers information
and tips to users by getting into
conversations. According toGartner, by %85
,2020 of customer interactions will be
managed without the need for a human.
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6. Global Trends
Blockchain
• Adigital landscape of sharedinformation
across millions of devices held as instantly
verifiable and open source records. It
represents an innovation in information
registration and distribution that eliminates
the need for a trusted party to facilitate
digitalrelationships.
• Primarily used for money and banking
transfers, it is now also moving into other
areas of data
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7. Global Trends
Augmented Reality
• In the context of marketing, augment reality
provides targeted, personalised advertising
opportunities that existonly in the world
and devices of the user.
• Augmented reality can provide an
immersive, real-time experience to bring
info and brands closer to potential
customers using advanced datapushing
techniques.
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8. Global Trends
Micro Moments
Micro-moments occur when peoplereflexively
turn to a device—increasingly a smartphone— to
act on a need to learn something, do something,
discover something, watch something, or buy
something. They are intent- rich moments when
decisions aremade
and preferences shaped. In these moments,
consumers› expectations are higher than ever.
The powerful computers we carry in our pockets
have trained us to expect brands to immediately
deliver exactly what we are looking for when we
are looking. We want things right, and we want
things right away.
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9. Global Trends
Voice Search
The ability to allow our
devices to search for things
without typing. Voicesearch
will give quicker and more
relevant search results and
open doorways for voice
optimised marketing and
websites.
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10. So WhatAbout The Middle East?
• Not there yet
• Platforms, websites and
processes are below standard
• Technology “understanding” and
business willingness to use is notthere
• So what arethe
trends for the region?
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11. Aaron Taylor
CHIEF MARKETING OFFICER
Anna Jasper
E-COMMERCE MANAGER
Samuel Charles
DIGITAL MARKETING MANAGER
Panelists
INCYCLE MARKETING SAND DOLLAR DUBAI PIZZAEXPRESS

12. • Highly interactive
• Given lower adcosts by Facebook
• Easy to consume
• Can be interactive
Video
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13. • Small action, bigimpact
• Creates brand affinity
• Right content to rightperson
• Improves customer experience
Personalisation
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14. • Hot subject in the MiddleEast
• Selection of influencer iskey
• Divides opinion
Influencer Marketing
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15. • Quick and easy to setup
• First step towards AI in the region
• Multiple platformuse
• Can improve customer
experience
Chat Bots
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16. • Rapid growth in theregion
• Opening the door to the SME
market
• Still somewhat painful touse
• Increasing onlinespend
confidence
Ecommerce
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17. • Businesses realising contentis
king
• Market competitionbecoming
stronger
• Marketing being takenmore
seriously
• ROI from marketing needingto
be seen
Inbound Marketing
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