Emre Onar

The current state of demand generation content can be attributed to the gap between content marketing and B2B demand generation strategies. While demand generation technology and practices have continuously evolved over time, much of B2B content creation is still following the same quantity over quality approach. This issue is compounded by organisational structures that promote a lack of alignment between content teams and demand gen teams. As a consequence, these teams rarely collaborate on strategy to ensure that the right content is targeting the right campaign theme, personal, vertical market, or stage of the purchase process. This guide explores three key areas, to empower your teams to tackle these challenges and generate demand generation-ready content that engages your buyers. https://lnkd.in/eiwckHPM

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The current state of demand generation content can be attributed to the gap between content marketing and B2B demand generation strategies: While demand generation technology and practices have continuously evolved over time, much of B2B content creation is still following the same quantity over quality approach. This issue is compounded by organisational structures that promote a lack of alignment between content teams and demand gen teams. As a consequence, these teams rarely collaborate on strategy to ensure that the right content is targeting the right campaign theme, personal, vertical market, or stage of the purchase process. This guide explores three key areas, to empower your teams to tackle these challenges and generate demand generation-ready content that engages your buyers. https://lnkd.in/gyEFyMh4

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Still think B2B content needs to be as exciting as watching paint dry? 😴 Karim Takieddine shared an absolute gem with me during a recent workshop — a killer ad by Spotify Advertising (the B2B division within Spotify that sell media placements on their platform to Advertisers) that snagged a Cannes Grand Prix 2024 award! 🎉 Context: it was inspired by a simple yet brilliant insight—media buyers spend ALOT of their day wrestling with Excel sheets. 💻📊 So what did Spotify do? They turned that oh-so-thrilling and not-so-boring part of a media buyer's day into a super-cool ad they would actually want to watch from start to finish. Now that's genius. The fact that is that buyers actually love creative, memorable content; 81% of B2B buyers say that content that grabs their attention and entertains them is what REALLY gets them interested. SHARE OF MIND 🧠✨ Still think B2B Buyers are BOTS that love consuming endless amounts of whitepapers, case-studies and articles? Time to rethink the game. 🎯  #B2BMarketing #ContentMarketing #Advertising #MarketingInnovation #DigitalMarketing #MarketingStrategy

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As the third big wave in digital advertising (retail media) becomes one of the fastest growing global and regional channels, we at Amazon Ads discussed how brands can engage across the customer journey to build a successful retail media strategy. #amazonads #retailmedia

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Watch my video for some quick insights around event planning on marketplaces!

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Weber Shandwick MENAT is delighted to share InfluAnswer Arabia 2024, a new report that elevates perspectives from content creators across the region and shares insights for brands to build stronger and more powerful partnerships. The report hopes to contribute to a deeper knowledge of the evolving influencer ecosystem in the Middle East and North Africa. You can read and download the full report here: https://bit.ly/3Rmkx2i   #InfluAnswerArabia #InfluAnswer #InfluencerMarketing 

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Looking for a good read as we get into the weekend? 'Twas a pleasure talking to CNN's Rob Bradley about sensitive news cycles, advertiser concerns, brand safety, ad effectiveness, preferred platforms, and more! Bradley explained, "A Sentiment Analysis Moderator (SAM) assesses the sentiment and context of sentences across text, audio, video and galleries using neuro-linguistic AI, and cleverly determines when content is brand suitable. This ensures advertising is adjacent to the most appropriate content and avoids appearing alongside anything that might not strike the right tone." CNN focuses on "three key pillars: capturing audience attention, connecting with audiences to shift brand perception, and driving engagement that leads to memory and business growth. We employ extensive audience insights, global surveys, digital analytics, social listening, emotional measurement, and first-party data. Studies, such as those from Stagwell, Teads and others, validate our ad effectiveness, demonstrating how supporting essential journalism not only benefits society, but also drives significant business growth," Bradley added. Click on the link below to read the full piece. #Advertising #Impact #Effectiveness #Measurement | CNN International Commercial

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Commercial Marketers are focused on overall business strategy and goals first. They also play a central role across the full customer life cycle. Wise words Gursaran Marjara Propolis B2B Marketing #CommercialMarketer #CommunityIntelligence #b2b

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The new InfluAnswer Arabia 2024 report by Weber Shandwick MENAT shows that content creators in the region value stronger, longer, closer relationships with brands, and are posting more about causes they personally care about. This report aims to elevate the perspectives of content creators across the MENA region, and shares insights for brands to build stronger and more powerful partnerships.

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In an industry where innovation is currency, it's not just about following trends but setting them—and women are at the forefront of this evolution. True leadership in advertising demands more than lip service to diversity and inclusion; it requires a commitment to authentic, transformative change." Thank you to Campaign Middle East for shedding light on critical topics like DE&I washing—reminding us that diversity, equity, and inclusion are more than just buzzwords and it's time they must drive real, meaningful change. It's a privilege to share this space with other industry experts who are not just part of the conversation but leading it. To all the incredible women transforming advertising while proving that there is no ceiling too high when passion meets purpose. Together, we are not just part of the conversation; we are defining it. Aakriti Goel Abeer Alessa Elda Choucair Asiya Ali Dania Salha Quaglio Darine Elkaissi Deena Saadeh Hanan Tabsh Joyce Abboud Hallak Karen Kamel Maya Tayara Lara Arbid Noor Shihab Prerna Mehra Read full article here: https://lnkd.in/ge3YGGMf #WomenInAdvertising #DEI #Leadership #Innovation #Media #Marketing #CampaignME #ThoughtLeadership #BreakingBarriers #Empowerment #MENA

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With consumers becoming increasingly conscious of brand values, it’s clear that transparency and ethical practices aren’t just “nice to have” - they’re becoming essential. But as founders and leaders in marketing, how do we navigate the line between authenticity and appearance? Whether you’re positioning a brand or running an agency, it’s worth considering: are we practicing what we preach, or are we just putting on a good look? #Influencermarketing #Ethicalmarketing #Engagement #reach #brands #Teamllluminati #Audience #Leadership #CompanyCulture #TeamBuilding #Employeeengagement #FounderMindset #BusinessGrowth #TrustAndCollaboration #InnovationCulture #TeamIlluminati #Business #InfluencerMarketing

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Did you know that 63% of influencers in MENA have posted more about causes they personally care about in the last year? Influence is more personal than ever and it has impact for brands. In fact, content creators in the region value stronger, longer, closer relationships with brands, as well as posting more about causes which mean something to them. That’s just one of the findings in #WeberShandwickMENAT InfluAnswer Arabia 2024 report which aims to contribute to a deeper knowledge of the evolving influencer ecosystem. More in the full report https://lnkd.in/gJG_Xx2B

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Interesting news to wake up to: Publicis Groupe's + Mars United Commerce = Publicis Groupe + Mars United Commerce proprietary tech + Epsilon + Profitero + Publicis Media With this acquisition, Publicis Groupe will now be able to harness the collective benefits of Epsilon’s first-person identity data, Mars United Commerce’s proprietary data on shopping behaviour, Profitero's insights into e-commerce sales and operations, and Mars United Commerce's network of retail organisations and experience in media, marketing, merchandising and operations. How about that? An end-to-end commerce solution that starts with the a deep database of consumer and shopper behaviour and ends at the digital and physical shelves of the world’s leading online and offline retailers. That's one way to influence the connected commerce journey for billions of consumers and persuade shoppers around the globe. #Marketing #ShoppingBehaviour #Commerce #Retail #FirstPartyData #Insights

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Interesting to read in Campaign Middle East about the shifts in media consumption habits in the UAE, driven by Gen Z. Whilst live TV watching is down, on demand streaming is up - with YouTube continuing to take the lion's share of viewing, especially for Gen Z users. And when it comes to music, Gen Z are listening for more than 11 hours per week on music streaming platforms. Google podcast is also making gains in popularity, witnessing a small, albeit not insignificant 5% growth amongst the Gen Z users. Should the big players like Spotify and Apple Podcasts be worried? It will be interesting to see how these shifts continue now the competition is hotting up. https://lnkd.in/dpwQieuj

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Atomic 212º's Chief Strategy Officer, Asier Carazo, highlighted the importance of close collaboration between the strategy and trading teams in today's advertising landscape. The agency prides itself on its independence, allowing for a more flexible and innovative approach to client solutions. Asier emphasised the agency's commitment to continuous reinvention and personalised service, with a focus on ROI-driven strategies. The agency has been successful in winning new clients while maintaining strong relationships with existing ones, showcasing its ability to adapt to changing market conditions. Chief Investment and Trading Officer, Lorraine Woods, emphasised the importance of people in driving the agency's success, highlighting a diverse and energised team. Looking ahead, the agency plans to focus on smarter, faster, and more accountable media solutions, while ensuring that client needs are met in an ever-evolving advertising landscape. The goal for the next 12 months is growth, both for clients and the agency itself, through innovative product offerings tailored to client success.

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Yesterday the Territory Influence team has flocked to London in full force, to discuss the latest #marketing trends and insights with leading industry professionals #FUTReurope2024 Marketing & Retail summit. Our UK business development director Joshua Wood took the stage to share insights and learnings for marketers to tap into the growing #socialcommerce space. key highlight of the panel discussion: 1. "Social Commerce is all about consumer engagement, interaction and frictionless online purchasing"  2. "Brands need to decide between two distinctive models on social commerce: a platform based model that embraces the opportunities of TikTok Shop or Facebook marketplace, or a #DTC model where brands own the entire funnel and all customer data"  3. "Brands need to spend time investing in customer relationship and community building. Engagement = Dollars" Together with Pete D. and Marine Pajot, he shared best practices for consumer engagement, shoppable content, livestream shopping events and online conversion. More insights regarding the power of community based commerce in our latest on-demand #webinar - link in the comments below.

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In the ever-evolving landscape of social media, Pinterest has emerged as a unique and powerful platform, particularly for engaging Gen-Z audiences. Irina Tatarinova, Brand Director at Flowwow, shares practical tips on how brands can leverage this platform to boost organic growth. Anup Oommen, Shantelle Nagarajan, Campaign Middle East, thank you for the insightful article! 🧡 To dive deeper: https://lnkd.in/dNinAnJb

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7 years ago, I packed up my life in London and stepped into the unknown —moving to Dubai to set up Merkle MENA from scratch. It was a challenge like no other: a completely new region, unfamiliar markets, and the immense task of building trust and delivering exceptional work for clients from day one. Together, with an unbelievable team, we built the best performance agency in MENA, proving that when you combine passion with vision, anything is possible. Today, I’m privileged to be at the forefront of another incredible chapter, having launched TRKKN MENA 1.5 years ago —a data, analytics, and cloud consultancy. This role is about more than just business; it's about reshaping the landscape, creating opportunities, and continuing to push boundaries for our clients and the industry. Some key lessons along the way: - Embrace the unfamiliar: Growth happens outside your comfort zone. - Build trust relentlessly: It’s the foundation of every great relationship. - Hire and empower the best talent: Great people create great work. - Commit to lifelong learning: The only way to lead is to evolve. To my team, past and present, and to everyone who’s been part of this journey—thank you for believing in the vision and for making it a reality. Here’s to the next chapter of growth, innovation, and impact! 🌍 #TRKKNMENA #Leadership #Growth #Innovation #DataAnalytics #CloudConsultancy #GCP #GMP

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As B2B buyers and buying groups continually evolve in line with the shifting market and tech landscape, so must an organisation’s lead generation and lead qualification process. Generating qualified leads requires carefully orchestrated marketing and sales strategies implemented across a diverse channel mix in line with buyer priorities and needs. This article explores a variety of processes and B2B demand generation initiatives to support high-quality lead generation and a steady pipeline of sales opportunities to empower your growth. https://lnkd.in/dvs4ScNx

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