Insightful Viewpoint on the Future of Digital Marketing in Post-Covid-19 Egypt
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In the rapidly evolving digital landscape of Egypt, traditional marketing methods are being left behind. The old school of marketing thinking, as described by Holiday, is no longer suitable for the third industrial economy. This shift is evident in the rise of performance and growth marketing services provided by digital marketing agencies such as ripplemark Egypt, founded and managed by Omar El Sabh.
The "mad men" in marketing are being replaced by the "math men", according to Ken Aluetta of the New Yorker. The demand for technical marketers is growing in the Egyptian and MENA region due to the complex economy and burgeoning startup and ecommerce scene. This demand is fueled by the need for marketers who can navigate the intricacies of digital transformation and performance-based marketing.
In the post-coronavirus era, impression-based marketing and expensive content production fees are no longer sustainable for companies. The marketing department or outsourced professionals in each organization should understand the business objectives and tie them properly to digital across all channels and analytics platforms. The onus of digital marketing teams or departments today is focused on throwing out all the fluff that can't be validated through rigorous testing and experimentation.
The rush to digitalize businesses has created a high demand for ecommerce stores, web analytics, and data measurement skills. The marketing team of today and tomorrow in Egypt has a focus on engineering, data, and experimentation, rather than creative chops. Academia in Egypt has not kept pace with the demands of Digital Marketing curriculums.
The author whose book has significantly changed the perspective on the discipline of marketing in recent years is Duane Forrester. Forrester advocates for a marketing approach that prioritizes a product or business that fulfills a real and compelling need for a real and defined group of people, testing all assumptions, working with all digital channels, and measuring metrics diligently.
The partial lockdown in Egypt resulted in a decline of traditional advertising methods, such as billboards. Digital Marketing in Egypt has historically been considered a catch-all term for advertising, PR, and social media. However, the current trend is moving towards a more data-driven and results-oriented approach.
In post-Covid-19 Egypt, the demand for marketers is shifting towards those who focus on user experiences, trackable growth, and data-driven decision making. Ryan Holiday, a marketer and author, argues that marketers often have unrealistic expectations, such as assuming they need a large advertising budget and quick customer acquisition. Instead, Holiday emphasizes the importance of understanding the customer, testing assumptions, and measuring results.
In conclusion, the marketing landscape in Egypt is undergoing a significant transformation. The shift towards performance and growth marketing, data-driven decision making, and user-centric approaches is reshaping the way businesses operate and market their products. The demand for technical marketers and digital skills is on the rise, and academia needs to adapt to meet these demands. As businesses prioritize digitalization and data-driven strategies, the future of marketing in Egypt looks bright and promising.
