En una frase…
¿Cómo se define el marketing efectivo?
The most impressive campaigns are ones that have such a compelling impact on the market that they can reverse the trend and u-turn consumer behaviour.
¿Qué tendencias de marketing te entusiasman en este momento?
I am a traditionalist and continue to value the need for multiple marketing touch points to create awareness and desire as one single medium cannot be the solution when human behaviour is so complex.
¿Cómo la creatividad impulsa la eficacia?
Exceptional creativity can nurture an emotional response for a deep-rooted customer pain point and influence people’s behaviour.
¿Cuál es su logro de efectividad favorito de los últimos meses: personal o profesional?
I witnessed many incredible campaigns throughout the MENA Effies 2022, the bravery shown by some brands was testament to the ambitious nature of the UAE, and for that I am immensely proud having lived here for over 17 years.
¿Cómo espera que sea el marketing en los próximos cinco años?
I was hopeful that the likes of a DMP and hypertargeting of consumers would be on the advertiser’s side, but it seems that it is getting harder and harder to target people via their digital body language despite efforts to mask exact identities, as the ‘opt out’ option has become all too easy for consumers to hide themselves away from us marketers!
Julian was a 2022 MENA Effie judge. Leer más sobre las características de In One Sentence.
