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Zahirah Variawa launches new blog

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Founder and Managing Director of Think Liquorice, Zahirah (Variawa) Marty has launched her new motherhood blog, meetmrsmarty.com. The new platform aims to offer support and inspiration to the global community of women by featuring pieces of the everyday women’s’ journey into motherhood and advice from experienced mothers as well as professionals across various fields including healthcare, fashion and psychology. The new platform will also include videos, research, a comment and contact section for readers to engage in or ask questions as well as the option to subscribe for regular updates and a news bite section launching in the summer, exclusive to subscribers.

“meetmrsmarty.com is a passion project encouraged by the everyday women I’ve met and I’m still yet to meet on a similar road to me,” says Zahirah. “I hope it provides the opportunity for like minded individuals to share, learn and benefit from the real and honest approach of the journey into motherhood.”

Gulf News launches getthat.com

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Gulf News, the flagship news brand of GN Media, has launched a new platform, getthat.com. As a leading title in the region, Gulf News combines its expertise and resources to launch a one stop shop for finding, buying and selling of property, motors, careers and classifieds. The launch is also supported by a multi-channel marketing campaign to create awareness of the brand’s presence and to introduce ‘Sami the Octopus’ to the region.

“We have developed getthat.com to make finding, buying and selling simpler, faster and easier than ever before,” says Matthew Moore, Marketing Manager, GN Media. “We found from talking to our audiences that there was a demand for a product that brings those important searches we make into one place, but crucially whether it is listing something to sell or looking for something to buy, the demand is for fast and accurate results. People are busier than ever and it takes up valuable time having to go to different sites, and then frustrating when your experience and the results are not what you expected. getthat.com is fast, effective and provides a great user experience.”

Great content, super design, but where’s your audience?

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James Pardoe, CEO at Grow sits with TMN to discuss why websites fail to engage with the right audience and how to boost traffic…

“Focus on the niche traffic sources where your target audience resides. Don’t be tempted to jump head-first into all the digital mediums out there.”

What is more important: An amazing website or huge quantities of traffic?

Okay, that was a trick question. The answer is both and neither.

An amazing website with no traffic is just as useless as tons of traffic with a bad website. Or perhaps you have an amazing website AND high traffic, but your site still isn’t delivering the results you’d expected?

That’s because there’s a third and equally important element that you’re missing − targeted audiences. Perfect the trifecta and your company will experience substantial and measurable growth in a matter of weeks. It doesn’t matter if you’re B2B, B2C or B2H, the result will be the same.

Easier said than done, I know. It takes time and money to optimise your website, generate traffic, and ensure that traffic is highly targeted.

The usual approach is to say “okay, the website is good-enough, let’s focus on the marketing”. But, before you go down this route, I suggest you measure your website’s performance. Below are the key metrics you should look at to measure visitor engagement and know if your site is indeed ‘good-enough’: (you can access this data from Google Analytics and other site statistics platforms).

Conversion rate

The percentage of people who achieve a set objective – for example, contact you (general), make a purchase (eCommerce), or generate more than one impression (media). For lead generation or eCommerce sales, 1% is minimum. 3% is good and 5% is great, whereas for media, the conversion rate varies wildly depending on the objectives.

Bounce rate

The percentage of people who leave your site without going deeper into the content. Again, this varies by industry, but generally speaking 60% is high, 40% is average, and 30% is great, the lower the better.

Time on site

1 minute is minimum, 3 minutes is good, and anything more is great. Media sites see higher time-on-site and higher bounce rates than usual, because people spend longer reading articles and often leave after reading just one.

If any of those metrics are below par, I suggest you look at improving your website first. Here’s why:

If your site has a conversion rate of 0.5%, you only need to increase the conversion rate by half a percentage to double the performance of your website. Consider what kind of impact that would have on your company. Any investment you make in achieving this will be minimal compared to the investment required to double your traffic and achieve the same result.

Quality or Quantity? Both.

Once you’re ready to tackle your traffic, you need to ask yourself which is more important: Quality or quantity? Of course, we want both. But consider this: 10 high quality visits that convert is far better than 1,000 that don’t.

So my advice would be to focus on quality first. How? Consider your traffic sources − where do your target audiences hang out online? Where do they hang out in real life? Look at ways you can use digital marketing to reach them. For example, let’s say you know your target audience frequents the malls often. You could use geotargeting to only display ads to people who are currently at the mall.

If Google is your biggest generator of quality traffic, then look at Search Engine Optimisation (SEO) techniques to increase your exposure to quality visitors.

Scaling Up

Once your site is converting and you’re generating quality traffic, you’ll have a clear idea on where to focus your resources and scale the numbers. Use Google Analytics to get real data on your best performing traffic sources (consider the above engagement criteria for each traffic source). The source with the highest levels of engagement is where you should focus your efforts.

Baby-steps

If you can’t have one without the other, where do you start? Take baby-steps to improve each aspect gradually. Reap the rewards of each small improvement and re-invest into achieving larger improvements down the line.

Focus on the niche traffic sources where your target audience resides. Don’t be tempted to jump head-first into all the digital mediums out there.
By using real audience data to inform your strategies, any investment you make into marketing to these channels is a safe bet and your business is on the clear path to growth.

New launch of Hanover office in the Middle East

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Independent consulting firm, Hanover has launched its operations in the Middle East. Founded in 1998 with offices in London, Brussels and most recently in Dublin, Hanover’s new office in Dubai will offer strategic communications services and integrated programs to clients across the Middle East requiring access to other regional markets. The new office will also see Jonty Summers with over 20 years of experience and previously Regional Director at Edelman appointed to the role of Managing Director, where he will oversee and develop strategies to expand Hanover’s operations across the region. Also joining the Dubai team is Keri Sutherland, Associate Director of Hanson London with experience in reputation and crises management, to work towards establishing the agency’s presence across the Middle East.

“As Dubai grows in standing as a global centre for business, organisations increasingly require specialist advisers who can support them in protecting their reputations and promoting their market proposition as they take advantage of the cross-border market dynamics that characterises the modern world of business,” says Charles Lewington, Founder and Chief Executive, Hanover Group.

Ahlan! welcomes Andre Neveling

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Ahlan! magazine, part of ITP Media Group, has appointed Andre Neveling to the role of Editor. With over ten years of regional and international experience in the media industry, Andre previously worked in South Africa with Media24 and in the UK with Northern and Shell Media Group, before joining ITP Media Group in 2015, where he worked as Online Editor of Ahlan! and then Editor of Time Out Abu Dhabi. In his new role, he will be responsible for overseeing the magazine and its website as well as leading news, interviewing celebrities for features and deciding on cover lines on a weekly basis.

Shortlist announced for Seamless Awards

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Seamless Awards, an upcoming awards ceremony for the finance, retail and ecommerce industries, due to take place on May 1, 2017, at The Armani Hotel Dubai, has announced the shortlist.

Nominees include Butcher and Still, Ding, el Grocer, insydo and Zomato for ‘Best Design and User Experience’; Bin Hindi Motors, Emirates NBD, Sayidaty.net and Xpress Money for ‘Best Viral or Social Campaign’; First Gulf Bank, Global Processing Services for Monzo and Qatar Airways for ‘Best Customer Insight Campaign’; and, Bebuzzd, el Grocer, Gemalto, HPS, ICICI Bank and Mahindra Comviva, Plantshop.ae, Radius Group, RAKBank, STC and Sprii for ‘Digital Transformation and Innovation of the Year’, among the rest. View the full shortlist here: https://goo.gl/rxvOIQ

 

 

In The Hot Seat – Deveekaa Nijhawan

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We catch up with Deveeka Nijhawan, Complex PR and Marketing Communications Manager at Le Meridien Dubai Hotel and Conference Centre and Le Meridien Fairway, who tells Team TMN what she thinks about the PR and marketing industry…

Name: Deveekaa Nijhawan

Age: 27

From: India

Current job title: Complex PR and Marketing Communications Manager at Le Meridien Dubai Hotel and Conference Centre and Le Meridien Fairway

When did you first arrive in Dubai?

November 2009

Where did you work prior?

I previously worked with Dun and Bradstreet as Business Development Consultant, which gave me a good platform to understand the market, cultures and norms. Prior to that, I interned at Standard Chartered Bank and once worked part-time as a bouncer…that was definitely interesting and fun.

What were your first impressions of the PR and marketing industry in the Middle East?

I happen to join the industry by chance and it didn’t take long for me to realise how much I loved it and wanted to continue pursuing it. The industry seems to be very glamorous and fun from the outside and don’t get me wrong it is – and that’s why I love it so much, but it is a lot of hard work as it’s a 24/7 job and basically your social life is non-existent. However, I have managed to make it work for me, as my friends are all in the industry so work doesn’t seem like work!

Has your opinion changed much?

The industry has evolved over time and with the current economic climate, we need to be more aggressive to attain a greater share of wallet. However, this makes it more interesting as I am always trying to find ways to be more creative, effective and efficient. I definitely work better under pressure and when I am told this is challenging to achieve, I am even more determined to deliver results and rise to the challenge.

Tell us about your current role…

I manage the PR and marketing strategy for the hotel, which includes promoting the hotel’s 579 rooms and suites, 24 conference and meeting facilities such as the Great Ballroom and 18 restaurants and bars. I also work very closely with local and international media publications, the Department of Tourism and Commerce Marketing (DTCM) as well as influencers to ensure the hotel is provided with exposure in relevant strategic markets aligned with the brand’s image. My role also includes working closely with the revenue optimisation and F&B team to develop concepts and campaigns to increase loyalty and share of wallet as well as leveraging insights shared by my media friends on customer trends and opportunities. I also work very closely with leading banks, airlines, event management companies and media houses in the industry to foster and maintain partnerships that will ensure the hotel remains as the customers’ preferred event hosting, dining and hospitality partner.

What challenges do you face?

My main challenge is time as there truly isn’t enough hours in a day – between attending several strategic meetings, maintaining regular dialogues with the media, briefing agencies, attending events and so much more, my days are always very packed.

What’s the most rewarding part of your job?

Meeting people from different walks of life and building lifelong relationships

How would you rather be contacted at work?

I love meeting people in person and I am available 24/7 by phone, though I do try to get some sleep in between.

Is traditional marketing still efficient in the UAE today?

In today’s environment, social media and online marketing are very efficient tools in generating immediate results, which can be effectively tracked. However one needs to leverage a mix of communication tools to achieve short-term and long-term strategies. Traditional marketing is still a very effective tool of generating brand awareness and long-term brand equity.

What role has digital media played in the hospitality industry in the UAE?

Digital marketing has become a cornerstone of a robust marketing strategy. In the hospitality industry, online reviews can make or break a brand’s reputation, as consumer-generated content is trusted to be more reliable than the traditional marketing tools. Social media, mobile and web marketing have provided us with access to a range of demographic and socio-economic segments, opening up new revenue streams. Google analytics and programmatic marketing tools can now provide us with extensive real time consumer insight and knowledge which helps in optimising our marketing efforts by being more relevant and personalised.

Describe yourself in five words…

Fun, lovable, passionate, problem-solver and efficient

What’s your most overused saying?

Darling and Sweetheart.

Five things you can’t live without?

Family, friends, food, phone and entertainment

What’s the most exciting thing that has happened to you in your career?

I would say one of the most exciting aspects of my career was winning the Hotelier Middle East Award for the Best PR and Marketing in 2016, where being chosen out of 500 nominees in the MENA region was definitely surreal and a dream come true. It was a great validation for all my hard work and passion.

During my tenure I have had the privilege of meeting celebrities like Lionel Richie, Tom Cruise, Shah Rukh Khan, John Abraham, as well as attended fun events, launches and pre-openings where I met very interesting people from all walks of life.

If you weren’t in your current role, what would you be doing?

I would be a travel blogger, as I love exploring new places, meeting people from different cultures and sharing stories and my experiences.

What is your favourite form of media (i.e; TV, radio, print, social media)?

I am still old school in this aspect and love the feeling of going through a magazine cover-by-cover learning about the latest trends, news and gossip. So it’s print for me!

How do you see the PR and marketing industry changing in the UAE in the coming years?

The industry is at a very interesting juncture whereby digital technology in the UAE is becoming increasingly popular with penetration of smart phone technology increasing at a rapid speed and people becoming more open to share their lives on an open platform. The use of social media in the industry would help in getting access to more people in more efficient and meaningful ways, especially in the hospitality industry which is a very visual and experiential one. It’s definitely an opportunity, but at the same time with information sharing becoming viral it will also be challenging from a PR perspective to ensure protection of the brand image as one poor experience can have devastating long-term repercussions if not managed effectively and swiftly.

 

Lottie Communications launches in the UAE

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PR professional Scarlett Sykes has launched new communications consultancy, Lottie Communications, in the UAE. With over ten years of experience in publishing, e-commerce, marketing, PR and digital communications, Scarlett previously worked with The Grooming Company as PR and Marketing Executive in-house, as Fashion and Beauty Writer at Emirates Woman and Hello! magazines, and most recently with COPIA Group as Director, where she worked across international and regional brands as well as concepts. The new Dubai-based agency will offer services that include campaign and concept development, media relations, strategic partnerships, digital communication management, copywriting and content creation to clients across the UAE.

“Giving up your job to go out alone is a very daunting thought, but I have had so much support since I made the decision and following the launch announcement, it has made the leap much easier,” says Scarlett. “I am very excited to see what the future holds.”

Farooq Salik goes freelance

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Farooq Salik, former Senior Photographer and Studio Manager at Motivate Publishing has gone freelance. Having joined Motivate Publishing in 2005, Farooq has over 15 years of experience and has worked across a number of consumer and customer publications including Hello!, Emirates Woman, What’s On, Golf Digest, Emirates Man, Dubai Voyager, good, Gulf Business and Campaign. He will continue to work as a professional photographer for studio, on location and for events as well as offer creative social media content and services.

“I had a fantastic time working at Motivate, but I felt like the time was right to move on and make use of the experience I gained from working for a period of over 11 years at Motivate,” says Farooq. “I’m really excited about taking this next step and seeing what challenges lie ahead. I want to establish a reliable and efficient image and work as a social media content provider in the market which I feel is very rare here in Dubai.”

Millennium Airport Hotel makes new appointment

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Millennium Airport Hotel Dubai has appointed Sheryl Aquiatan to the role of Assistant Marketing Manager. With over ten years of experience in the hospitality industry, Sheryl previously worked with Ramada Hotel Bur Dubai, Millennium Plaza Hotel and most recently with Wyndham Hotel group for Ramada Plaza Jumeirah Beach and Ramada Sharjah. In her new role, she will manage the new and upcoming initiatives following the launch of the hotel’s new facilities and develop new marketing strategies to contribute to the growth of the hotel’s reputation across the region.

“Rejoining the Millennium group is really exciting,” says Sheryl. “I am proud to be part of the growing team and thankful for this opportunity. I look forward to building on the fantastic reputation of Millennium Airport Hotel Dubai.”