Saudi E-Commerce, You Cant be the Amazon of Everything.

Why are some local e-commerce websites failing in Saudi Arabia? The idea of following a trend is all the wrong reasons to enter a business. After short glory, most fail to sustain growth, why? you can’t always point at the economy, you’re part of the economy and you must apply the proper tools to sustain your business. The opportunity is enormous but as long as you’re applying the old trick for short wins you’ll only live short.

Saudi consumer spending on travel, fashion, and beauty are the biggest in the region and Souq thrived on the Saudi market but the question still remains. Where are the local potential brands? Things must change. There are generic problems with E-Commerce, such as a reliable payment gateway but even regional brands like PAYFORT became an Amazon company. In fact, many E-commerce platforms prefer PAYFORT after Amazon bought the company, why? They trust Amazon…the brand.

First and Foremost, you can’t be the Amazon of things. In recent years, young entrepreneurs and traditional businessmen with trading mindsets thought the model of Amazon works for everything. Entrepreneurs dream of becoming the next big thing and this is their ultimate dream but unfortunately, they overlook the reality of things or the basic understanding of how things work besides having the resources

Dreams are big but dreams require tools to become reality and one of the key tools is knowledge. Without knowledge and experience, the risks are high. There is clearly an emotional hype across the region on technology and dreamers are emotionally charged to be part of the next big story. I fully support the way forward but I’m asking dreamers to walk before they fly, each step is a learning experience and very costly. I’m speaking out of experience in my industry where many launched or revisited their brands without prior experience and knowledge. The results were very costly and I’ve published many case studies on Alnahdi, Rabea Tea and Cofique; all available here on Linkedin under articles.

In response to the decline of traditional retail, everyone’s answer was: Go “online” to survive. So both the traditional trader and the entrepreneur decided to buy the idea over value but one can sit behind his/her desk and ask where is the value?

If Amazon, the shark, owns a smaller shark (Souq) in the region and then there’s Noon, a heavily-funded ‘can stand all sorts of waves until they find there market space. The key question is, where should the small entrepreneur fit in this equation or even the traditional local businesses that decided to develop their own E-Commerce platform. Even most websites of local brands failed to become a destination while their Instagram pages have huge followers.

A question to ask is, did all E-Commerce platforms mature as brands? In my humble opinion, few independent E-commerce platforms have matured to be a brand out of necessity due to price, time, convenience and availability and since the price is the ultimate factor compared to others, its either price or the brand.

If we look at some categories point of reference in E-Commerce, there are some that moved away from mainstream and were able to build their relevance ( http://www.dokkanafkar.com ; http://www.cobone.com ) Hunger Station and many more. E-commerce is a reality but being relevant in the most cluttered marketplace is key to success, you can’t be the Amazon of Everything.

The idea of selling everything with a lower price and in volume online is Amazon’s model. Amazon’s expansion strategy outside of Europe and the US is to own the largest share in any leading e-commerce and dictate its value for full transformation as an Amazon Company. Souq is a model and few are in the pipeline in Turkey, Brazil, and a few other countries. 

The Amazon of things

The E-commerce market is cluttered with Amazon’s business model and each country has it’s own Amazon wannabe. In short term, this might be viable but in the long-term, it slows growth. Now you might ask why? Well, each sector has generic values created by the category creator and that brand becomes the point of reference. In the case of E-commerce, Amazon is the industry’s point of reference and one of the early pioneers and game changer. If Amazon’s model is replicated by everyone that enters the E-commerce industry then those same values are commoditized by others while Amazon remains the brand, the most trusted one.

So can you become the Amazon of things? Well, before you sit with your friends over shisha and decide the path of your business with a group of people that never strategized in their life or their business success is inherited, you must first believe that traditional business and online business are two different creatures with extremely different sets of values. E-commerce requires a massive investment on all fronts, Startups’ focus should be on differentiating and growth not on “what worked for others will work for me.”

One point that really bugs me is how people get into business without understanding. Being technically savvy and having great business sense are two different things, each compliments the other. If you’re a tech-savvy with zero business logic, I recommend you get help and if you have so much money and you’re in rush to make money don’t enter the E-commerce business or app, it takes time to grow and requires patience. If you don’t believe in written strategies, knowledge, brand building or vision and mission then stop there.

No Strategy, No Success!

Second, business strategy implementation failure is a major drawback in many cases. If you don’t have a strategy, what are you selling? E-commerce at this stage commoditises your business and the only relevance stronger than quality is price and time. How much is it? How fast can I get it? Can you guarantee two days delivery? Most functional values are shared values. You need a robust organization and consumer centric to succeed.

The dynamic of how things change fast requires an organization structure that adapts easily to all changes and is able to survive threats as well as embrace the ‘new’ part of the ongoing change. E-commerce business is mainly built on trust and you’re tested every second of the customer’s journey and unlike traditional business, the journey doesn’t end at the cashier. The journey takes much longer and sometimes up to a month, that depends on your time and how fast you deliver, guarantee, warranty, exchange, refunds or returns. The customer owns the journey and his words matter the most, the values he experienced build a certain image in his mind which can either be positive or negative. The only way to build a great online brand is to become a “customer-centric” organization and to travel on the same journey that great brands traveled or else you’re doomed.

The Mind Challenge

A trade mindset will suffer as an online business. A trader’s purpose is money earned immediately and online business requires a much longer time to mature or even breakeven. It took Amazon over twenty years! why would it take you a lot less? Online business is a cluttered market and in order to stay relevant, you must continuously innovate. It requires constant investment in innovation, brand, and point of difference. To survive in E-commerce you must focus on being relevant and that requires a massive investment on people, marketing and technology.

Back in the ‘50s or even late ‘40s, the service industry was relatively new and brand as a subject was less scientific, today with E-commerce we’re back in the same age but in online trading instead of the old traditional one. In the near future, as the industry evolves, no business will survive unless it owns a unique set of values. Imagine someone blindfolds you and requests you to walk an entire block alone, the first thought is to remove fear and that requires “Trust”, so who will you trust? You’re all alone to explore this new experience.

For a new E-commerce platform to win, it must realize the Blindfolded Customer’s experience and find ways to build “Trust”;. This is the reason why Amazon decided to position its brand as “Customer Centric”

Those who are successful in traditional business and managing a successful business model will face difficulty adapting to new trends. Why? Online is a different nature and requires a completely different strategy. Some bet on their brand equity or relevance to help penetrate the online market. In fact, airlines sell more tickets through other online vendors than their own. Hotels sell a lot more rooms through other channels than their own.

Brands like Expedia, Booking.com and few others are online travel destinations that have become the points of reference for the online experience knows as ” Booking” the value to book instantaneously. versus the old traditional travel agencies experience was known as “ticketing” values dictate experience.

Where is Thomas Cook today? the once ticketing giant. Thomas Cook is thriving, they revisited their business strategy and repositioned from a ticket company to a holiday company. Thomas Cook today is thriving as a brand both online and offline and only a few Thomas Cook retail offices are available in major metropolitan cities across the globe.

The One Man Show!

The one-man show hurts culture and values. You can’t have growth based on a few individuals, it’s the organization that matters over a few individuals. There are decision-making flaws such as centralized decision- making, interrupting a working strategy or even controlling the details.

E-commerce is dynamic and too fast and as a leader, you must create decision-makers across the board. Sadly, the reality in our region is that our decision-making is centralized i.e. “The One Man Show.”

Let’s look at key functional values in e-commerce global trend:

A, Easy returns is one of the key factors to be successful.

B, It’s a price war… (Get out if you can’t fight).

C, Your sale doesn’t end at click-paid button. The sale is not

finalized until the 14 days return period is over.

D, Customer trust is not just on purchases but exchange/return and

complaints management.

E, Customers control the rating and reputation and this is

everything. If you don’t understand brand-building, don’t get into

online ventures. Unless you own a strong offline brand, don’t go

online.

F, Two to three days delivery max or forget it.

G, Warranty all across and guarantees on delivery.

H, Easy returns and hassle-free  (Mental comfort is key).

I, Hardly any offers that lures the audience or they’re poorly packaged.

E-Commerce is an uphill battle. You’re fighting giants on values they strongly own and helped build their brands, to America E-commerce is Amazon and to the Middle East it”s Souq. I strongly believe that the future of E-commerce is specialty. Today’s small players are tomorrow’s big players. Stick to your specialty, it’s the road to brand building.

Baaghil N’ Brand

After two years of data analysis, I came up with a model that helps both online and traditional businesses on how to build their brand without the need for advertising.

Brand G

 

My 8-steps brand-building model answers every problem of customer and user experience. A brand needs to be in the heart of every touch point and brand building comes through interaction, that’s the most genuine brand building process over a false claim.

Your brand is the point of reference and must become relevant. Your Customer experience means nothing without brand values and just how your customer experience and its design means nothing without customer retention. This image illustrates the 8-steps required to become relevant in the brand building process. Feel free to contact me for a 1-day session on Brand Maturity: the steps required for Brand building. Don’t waste your resources on advertising, own a BRAND!

Baaghil is Middle East’s most recognized name on Brand. His unconventional way of thinking has earned him recognition on the world stage including endorsements by America”s best.

Al Othaim is eating Panda ALive?! 

Othaim is eating Panda alive: How is Al Othaim spearheading when it is operating less outlets but more profitable?

 

Did the previous management fail on Panda, Hyper Panda and Pandati? Yes! Because they never had a strategy and clearly confused strategic and tactical approaches. This has cost Panda a fortune over the years.

They failed to educate the customer on the purpose of Hyper beyond discounted supermarkets. The management failed to deliver the values of convenience through Pandati. While Baglas major footfalls are soft drinks, cigarets and basic items shoppers, Pandati focused on the basic items shoppers and this narrowed the segment that Baglas enjoy but yet Pandati went ahead like a furious lion to open across the country to get the Baglas out of business and they had their share of ill intent.  Baglas, on the other hand, are offering both delivery and emotional closeness (the delivery culture is huge and it has a strong emotional value). Pandati never enjoyed the loyality Baglas enjoyed and still enjoy. The management and marketing focused only what Data said but failed on “How To create a value and Deliver”. Unfortunately we have data Marketers who can’t create values beyond understanding what the data says.

What were the key lessons learned from their failure? First, to launch all these without a strategy and clear approach is futile. Second, engaging in a private label fiasco without grounding shoppers’ trust is also futile. A private label is heavily based on “trust” and when shoppers hardly trust you, they stay away from any private label that carries your name! Get it?

 

A year and half ago, I published a post on LinkedIn about Panda and it went viral. The summary of this post is that I argued Panda is in serious trouble. Also, I published a post on Pandati when it was first launched and presented why I think it is a failing concept. Today, all that I predicted has materialized. The point you have missed in these posts is that I was never articulating my insight to battle you but to shed some light and pull your business in the right direction.

Back then the marketing department of Panda took things personal and I understood why but they were professionals. Unlike the former heads of marketing in Alnahdi, Rabea and Cofique who literally went on personal attacks in their social posts but “I NEVER RESPOND TO PERSONAl ATTACKS”, my only response was time will tell. Few years down the line none of the above work for the respected  brands and my predictions were SPOT ON. I wish them all the best, the only adivse never  go on personal attacks and harass over social media  that’s what small minds do, great minds discuss subjects.

 

Today here is my advice to whoever is reading this article!

If you keep ignoring my free advice, you will face what Cofique, Rabea, Panda and Alnahdi went through. Yes, I am extremely confident of my criticisms and claims.

 

Today, Panda management is busy closing outlets more than opening. The rational behind this is restructuring while system remains the same.  The idea of  marketing under commercial is mind disturbing,  My free advice? Don’t do it, this is crazy, you will be doomed! I’ll remind you in future posts

In Panda’s management, some are misinformed on what comes first, commercial or marketing functions and unfortunately the are key decision-makers who take decisions based on ill-informed knowledge on how marketing functions beyond managing advertising agenies. On commercial and marketing approaches, each has a completely different task in business. I suggest you keep marketing away from commercial FREE ADVICE!

 

The reason why commercial and marketing approaches need to be as far as possible is because of the nature and function of each. Commercial is plain trade and it shifts values created by marketing. Think, for example, how would you place “Marketing & PR” under commercial? Commercial is trade and price-oriented while marketing is concerned with creating choices. We can now put the question more simply and answer: What comes first, price or choice? Of course, it is choice! Because this is basic and plain, I think I can generalize and draw the conclusion that corporate managers in our region are dead dumb on marketing.

 

While commercial is purely retail trade, someone needs to manage both perception and value. I doubt your management understands the importance of perception and value to all operations and the flow to sustain long term results over short term tactical returns. This kind of structure only digs a bigger hole and hardly moves the demand side of the organization to attain greater results or build a sustainable brand.

 

Now brand should never be under commercial –period! Get it right, Sherlock!

The private sector in our region works based and favoritism over experience and credentials. Most of the stakeholders are picked by the social merits of their last names or the same origin. We have to accept the truth that favortisim is the heart of our business culture not teamwork and that’s one of the primary weaknesses. I have seen unqualified people join company boards and get heavily paid and their last name is their own merit. The problem is far bigger than brand and marketing. It is people’s mindset and ethics. If you hire a friend because it is a friend, you should question your morality. This is something that has to be completely eradicated for every organization to serve its core purpose. As long as such unethical practices exist across the region, the private sector will fail to add value to any economy.

 

Many of us wish regional brands like Panda to do great but Panda’s current management is too busy pointing fingers at the previous management. This is what the beginning of failure looks like. Al Othaim supermarkets are actively taking a big chunk of Panda’s share while also exhibiting sustainable growth on volume that is achieved through means other than opening new stores.

Constant Engagment builds loyality and improves bottomline ROI  “FREE ADVICE” 

 

Al Othaim aims to reach 207 stores by end of 2019 and this my friends will flip the entire modern trade leadership in the kingdom. Al Othaim stopped listing brands that contribute less than 3% and deactivated those that contribute less than 3%. Clearly, volume is key to any supermarket but this also greatly improves the margin on trade. In the first quarter of 2018, Panda massively declined by 50%. Many non-profitable stores were closed but again Panda always failed on stores to creat volumes. The size of their stores, category arrangements and footfall were always off. Panda comes in many shapes you cannot figure out if this a price brand or an experience brand.

Their approach to improve margin and volume was to hit the low price. Typical trader mindset not marketers. They applied this tactic last Ramadan and they managed to cut the decline but are nowhere close to compete with Al Othaim. This is a very traditional approach and a commodity mindset to seasonal marketing. Hello CEO, here is some questions for you: Is Panda a price or discount brand? The two offer different values and experience. Why is price your ultimate value without creating choices for your customers? As crazy as it sounds, this why you chase bottom-line without vision and sustainability? Exactly. I did get your answer.

 

Al Othaim’s growth is store volume which is brilliant but why? Let’s look at these key points Al Othaim delivers:

 

A. Less choices and great quality. Al Othaim does well on private label, why? Known as ethical and trusted brand.

 

B. Heavy investment on footfall to shift from Panda and Tamimi, offers experience over price (I did not mention discount, do not get all fired up).

 

C. Import division that started three years ago to lure the segment that’s attached to Danube. Great assortments, big threat to Danube.

 

D. Al Othaim name hits localization. What to understand the relevance of localization? Read my book, “The Power of Belonging”. If Al Othaim improves the value and keeps innovation at the heart of their operations like they did in the recent years, they will take over by the end of 2019.

 

E. Saudization and customer service, two things they nailed right and showcased national pride.

 

One last question: Where are you on technology Mr AlOaithem.

 

They have invested well on functional values but a lot to work on in regards to emotional values.

 

Panda did not only lose trust from shoppers but also FMCG brands. Most FMCG brands are living a painful experience because of Panda’s hiccup.

Corporate mindset should change from trading to choice or we are doomed in the next two decades. The problem is the mindset across all sectors, not the economy! Stop blaming the economy when you lack basic foundational knowledge on how to build bottom up markets. Stop saying that consumer disposable income dropped when you actually lack ideas to lures engagement. The problem with corporations today is their fear of change and inability to embrace fundamental demands for sustaining long-term growth. The economy is not stupid; you are ego tripping. Panda needs to reconsider everything what Panda is today!

Thank you to all those that helped with Data and contributed to this article.

Together we strive and thrive, change or die! Change is inevitable! 

 

Brand Strategy vs Absolutely No Clue

Background:
A few years ago, João and I had a debate on “How art as a design is more relevant than the strategy”, at the Chamber of Commerce, in Riyadh. The audience had ambivalent feelings, some agreeing with it while others disagreeing. João and I always had our differences. I never seem to agree on his field of advertising while he never agrees on my field of strategy

I’m a hard believer that advertising has failed or the advertising we knew has failed to evolve because of its continuation of false claims. I asked João to write an open letter with his views on Brand Strategy. Even though, I do not fully agree with what he has to say, I would like to, nevertheless, share his thoughts which are as follows:

The Rise and HARD fall of the Brand Strategist
by João Almeida

The trendy – short lived – age of the Brand strategist is coming to an end. Faster than you can say ‘Brand Evangelist’. Traditional advertising is already dead, an outcome welcomed and brought forward by many Brand experts. But little did they know, the death of the ‘Mad Men’ also meant the death of the ‘Strategy Men’

So you may ask who’s going to replace all those wonderful ‘what-people-think-and-how-to-make customers-feel-the-brand’ experts? The answer: Mathematics, Statistics and AI software

In a not so far away future, software algorithms will be able to personalize ads not for the 1%, but for the .0001% of consumers. This means strategy for the ‘long term’ will be redundant. Decisions will be made in a millisecond. Content, stories and ads will be delivered to you (and you specifically) without the need of human planning or strategic input. Facebook is already doing this to some extent. It’s still in its beginning stage, but imagine a brand story being told differently to a vast audience. Imagine that an ad seen by you will only also be seen by 50 other people (who share your statistical history). That’s 50 out of almost 2 billion FB users! That’s a strategy no human mind can beat

So who’s left? The content creators and the storytellers will survive the Brandpocalypse. Everyone else needs to start re-branding

Here are my thoughts:

The Fall Of Advertising and Design (Art) without The Essence of Strategy
by Said Baaghil

Let’s be serious, whatever we do as strategists and advertisers is for the purpose of the brand which is the business. Things need to be have a logical business model for any brand to work. As a strategist, on brand and marketing and even branding, the first and foremost thing we need to think of is the business model and then align the rest according to that model. The thought of a beautiful logo and art is irrelevant to support any business sense, João said. In fact, he claimed, it’s irrational and may produce high a level of business threats. Also the death of human expertise and the drive of technology as the core thinker to support the business line is crazy!!!

João debates, in a not so far away future, software algorithms will be able to personalize ads not for the 1%, but for the .0001% of consumers. The first question is would a software be continually able to understand the human senses? No matter how things evolve, human to human will remain the best practice for brands to thrive. Brands are like humans,they live and die so they continually need to evolve to sustain growth

When you look at McDonald’s and compare it to Five Guys and the health movement that’s revolutionizing the industry, what impression would it give to you if everything is automated including the communication? We are speaking here of the customer senses. Even if technology massively evolved in the communication platform, you still need a human brand strategist to deal with the evolving needs of people

No matter what happens to our world as technology changes, brands are like humans. They grow and die, unless they evolve. This is why they need to have the human experience for it to be logical and make sense to the customers

João Almeida is a Creative Professional with over 15 years experience in leading multi-disciplinary, multi-national teams both in Europe and the Middle East that have helped in developing successful Brands and Business Strategies across different industries

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, an author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renowned Brand Consultancy firm Siegel+Gale on Branding in the Middle East

Brands work well with Segments

There are different sets of Needs to different type of Segments under one Category. Each segment has a different set of Values and Benefits, the more the Brand is focused on each segment; the higher the significance of the Brand

One of the major challenges many companies face is keeping a Brand focused in order to address all different sets of values and benefits. This line extension challenge became a nightmare for heads of Marketing and CEOs

Brands are like humans who can’t be everything, they need to standout for a single well-Differentiated Essence. The more the Brand is focused to a segment, the more it is preferred

Brands these days lack consistency they are constantly pressured by the Board from day one on functional deliverables such as ‘instant’ Sales. It took Starbucks 40 years to where is is today, it took Coca Cola a century to reach where it is today

It took Google 20 years to reach where it is today, but did Google display Brand Arrogance? When a Brand becomes very significant, the Board thinks competition is irrelevant and the same Brand name as well as principles start to address all segments. Google+ and Google Buzz are good examples in Social Media category wherein the 1st trial i.e. Google Buzz, failed and in the 2nd trial Google+, is barely surviving. Google is THE ‘World of Information (web links, images, videos, maps and so on)’ but after the success of Google Search Engine, Google became both Information and Tools. Does Google need to revisit its Mission and separate Information and Tools? I say yes, that will even make Google more significant on both information and tool fronts

It took these global Brands that long to build their presence, it surely should take Brands from the Middle East that long (IF Brand and Branding Strategies are in place) or longer if the right ingredients are missing

Brands and Branding are complex. Not every Consultant, head of Marketing/CMO or Advertising agency can literally deliver what’s expected. You need the subject matter EXPERTS to guide both the CEO and the management, through

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Brand Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on AskBaaghil.com

The article was first published on Linkedin Pulse on 8th February, 2015

My Mind Predicts…

Within the next 10 years Facebook messaging will take over Emails. Furthermore, the number of social media users will most likely equal the population of the entire Asian continent. Facebook will maintain its position as the largest outlet of Social Media and instantaneous communication

Social Media’s interactiveness, one on one and channeling will be the number one source of reference and trust for consumers to relate their Brands with. Public Relations, as an industry, will flourish thanks to Twitter, while traditional Advertising, as an industry, could hit the slumber, but what will top them all is The Power of Belonging on Social Media.  The Middle Eastern social media users will grow in numbers and might even reach to 50% of the regional population in areas such as North Africa and the Levant, also witnessing steady growth are the Gulf States. The leading saleable industry from the Middle East on social media will be companies that root their marketing in Social responsibilities due to the current changes and public demands. On the global front, the following industries will flourish enormously on social media: Education, Apparel, FMCGs and Entertainment

Let’s take the Banking industry as an example. It will change its image from Conservative to Liberal specifically on their spending outlooks. The change will also be on products and services, which would include the fall of the ‘Grand Pa Joe’ as a logo. If the CEO is a social media addict and smart to follow the trends then consider seeing pictures of more relatable logos on several funds. The Credit card market will witness astonishing growth in the Middle East, while the ecommerce industry will witness substantial growth. The regional Financial industry such as Investment Banking will suffer to capture the new generation of audience unless they follow the current trends and believe in Marketing

The cell phone users on Data packages will double in numbers and we will witness an enormous decline on landlines, but the question still remains: would the landline become extinct? All regional newspapers and magazine will head online and print copies will be at minimal, some might even just disappear with the wind. I might sound ‘off the wall’ to you right now, but reality will demonstrate what I just said, so catch the drift before it’s too late

Oh, one more thing, PayPal is now fully operational in Saudi. Our foresightedness will change the region and a new generation of proactive minds will lead our Brands to be consumed by global audience. I’m lovin’ it!

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on AskBaaghil.com

Misconceptions about Social Media and Marketing

I often find or run into people that tell me that they are Social Media Marketers, I like that because it creates Specialty. The most important thing to ascertain is that whether you’re Social Marketer or not, you need to understand the principles of Marketing and how Brands operate

Social Media is a very strong platform but again people seem to fail into the same misconception of the offline world using Advertising as Marketing. I would persuade these focused Social Marketers to move away from the misapprehensions of being Advertisers to Marketers. Also to encourage a true experience online to the brands they are Marketing and not just Advertising, the word spreads online a lot faster than offline and the Brand needs to create constant interest and momentum. Clicked Advertising does create awareness but instantaneously and the intended audience could walk away from the experience if the message or the visual are not compelling. There is a whole a lot of difference between Social Media, Marketing and Advertising, for clarity purpose all Social Medias and their links are the fast growing platforms for Marketers to draft the proper Brand Marketing strategy for use, if not then the result will be a colossal BLUNDER!


If you are Social Media expert of tools and usability and you wish to be a Social Media Marketer then you need to merge the two thoughts of Social Media and Marketing and that would also require a strong insight on Marketing and how Brands are to penetrate or else, you will be fired in no time.  Remember if you’re online, you’re still selling to the same human that you met offline, so the nature and habits are the same just the experience is different

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on AskBaaghil.com

The Social Media plug

Do you remember when you set up your first Hotmail account? Did you imagine then that it would become nearly impossible to do business without email? Social Networking has now stolen the spotlight, requiring us to closely examine the role it plays in brand recognition across the globe. Does it offer Brand Experience online? Yes

Let’s take a look at how this works. Of the hundreds of social media outlets competing for your attention, there are 3 that stand apart: Facebook, LinkedIn, and Twitter. Each can be used in different ways to communicate your message. Each of platform is a leader within their categories, how would you use them right is the question you should ask

  • Facebook (a Right-brainer Brand) is the matriarch of all social networking sites. It has evolved into a completely new category by incorporating Entertainment and Group applications to its platform. As a conversational tool, it can be used to promote events, provide news and information or interact with your client base – all of which can be focused on your Brand. Facebook is filled with closely-held personal information which makes it distinctly different from Twitter and LinkedIn. Privacy is the rule of thumb when seeking to captivate Facebook audiences with your messageFacebook operates the emotional driven category: Social entertainment! (applicable to sectors such as FMCG, Retail, lifestyle, Health etc.)

    Code: The Multiplicity Brand

  • LinkedIn (right in the center) is a pioneer in online Business Networking.  Create a profile and extend your reach to include 85 million networkers. Adding to the overwhelming popularity of its inter-network email and network-building functions, many users take advantage of opportunities to establish rapport with colleagues and clients through LinkedIn Groups and use LinkedIn Jobs to locate and recruit the best candidates. Because of constant innovation in response to demand, LinkedIn has maintained a stronghold on the category since it emerged. Most LinkedIn users in the region log on to check mail/In-Mail, who added them, group status and messages or update their profileIt operates the Business Professionals Category (an instant reaction, in and out, more functional)

    Code: Beneficiary Brand

  • Twitter (a Left-brainer Brand) addicts know it as a 24-hour link to the world.  Whether tweets are in the form of Breaking News headlines or casual personal commentaries, Twitter provides brief updates that often include live web links to in-depth information.  It is undoubtedly the vehicle of choice for creating top-of-mind presence. Frequent punch-line tweets are most likely to be re-tweeted, expanding your reach and establishing your brand as a preferential sourceThe Constant  Status category (loved by most PR firms, Banks, Capital houses, News Media organizations etc.)

    Code: The Reporter Brand

It is my sincere opinion that these platforms, which represent the new hub of online marketing, are so important that failing to employ them will hinder future Brand success. With social networking audiences expanding by the second, it is imperative that you cast aside the standard ad banners if you intend to take your Brand to the next level

Said Aghil Baaghil can be reached at www.askbaaghil.com

P.S. I’m a right brainer and I do spend a lot more time on Facebook than on any other Social Network

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on AskBaaghil.com