Marketing, Reports

Egyptian Consumer Confidence Index Q2 2013 [Report]

[dropcap style=”2″ color=”#f50a0a” text=”E”]gyptian consumer confidence indexed at 77 in Q2 2013, a three-point increase from Q1 2013 and a…

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[dropcap style=”2″ color=”#f50a0a” text=”E”]gyptian consumer confidence indexed at 77 in Q2 2013, a three-point increase from Q1 2013 and a decrease of 26 points from Q2 2012, according to consumer confidence findings from Nielsen, a leading global provider of information and insights into what consumers watch and buy.

NIELSEN: EGYPTIANS ARE THE MOST CONCERNED ABOUT POLITICAL STABILITY

The Nielsen Global Survey of Consumer Confidence and Spending Intentions, established in 2005, measures consumer confidence, major concerns, and spending intentions among more than 29,000 respondents with Internet access in 58 countries. Consumer confidence levels above and below a baseline of 100 indicate degrees of optimism and pessimism. In the latest round of the survey, conducted between May 13 and May 31, 2013, consumer confidence rose in 45 percent of global markets measured by Nielsen, compared to 60 percent in the previous quarter.

Improved Recessionary Mindset

While 85 percent of Egyptian respondents believed they were in a recession in the second quarter, Egypt ranks among the top 10 countries globally that believe their country will be out of the recession within the next 12 months (29%).

[blockquote style=”quote” align=”” author=”Tamer El-Araby, Managing Director, Nielsen Egypt.”]The field dates for this survey showed that both; the pro-regime and those against were expecting the economy to pick up within a year. Those against the regime found that a restoration to the economy could reside from the June 30 demonstrations. Similarly, the supporters of the regime were confident that the government will drive the economy upwards.[/blockquote]

Discretionary spending intentions for out-of-home entertainment (up 8 percentage points), new clothes (up 5 percentage points), holidays/vacations, and new technology products increased among Egyptian respondents in the second quarter. Forty-one percent of respondents in Egypt saved their spare cash, showing an increase of four percentage points. Twenty-eight percent said they had no spare cash, a decrease from 31 percent reported in Q1 2013 and Q2 2012.

HOW TO UTILIZE SPARE CASH AFTER COVERING ESSENTIAL LIVING EXPENSES
HOW TO UTILIZE SPARE CASH AFTER COVERING ESSENTIAL LIVING EXPENSES

 

Economy Worries Egyptians Most

According to the survey, the three top major concerns among Egyptians remain the economy (39%), political stability (37%) and job security (31%). Egyptians remain more concerned about political stability than any other country surveyed. Egyptians’ concern about the economy exceeds the United States. Egyptians’ concern about crime (12%) and terrorism (7%) are found to be among the top 10 global countries.

EGYPTIANS MAJOR CONCERNS OVER THE NEXT 6 MONTHS
EGYPTIANS MAJOR CONCERNS OVER THE NEXT 6 MONTHS
Consumer Confidence Overview:

In key economies, consumer confidence increased three points in the United States (96), increased two points in China (110), increased five points in Japan (78) and remained flat in Germany (90). Indonesia reported the highest index at 124, a two-point increase over Q1. Portugal reported the lowest index at 33, flat with Q1. Nine of the 58 countries in the survey reported a confidence index above the baseline level of 100.

Consumer confidence increased in four of six Middle East/Africa markets, as Pakistan (98) reported the biggest three-month increase of 11 index points, followed by a rise of four points in Saudi Arabia (100), three points in Egypt (77) and South Africa (81). Confidence declines were reported in United Arab Emirates (107) and Israel (83), which declined one and eight points, respectively.

 

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Step into 2018 with a plan; 10 easy ways to improve your content marketing strategy

The year is coming to an end, the cold is starting to seep in and the streets are getting closed…

The year is coming to an end, the cold is starting to seep in and the streets are getting closed from the winter weather. As we prepare to move forward to a new year, we’d like to help you out with a few ideas.

We’re all looking for to reach out KPIs and goals through out the year. We try this and that to improve our content, to improve our rates and etc.

So, to help you out, here are some content marketing tips and ways to improve your content for the brand-new year!

 

1- Have the Looks and the Feels

2017 was the year in which marketers scrambled to push visual content.

It was a year where we saw many companies move from text or simply images to well-polished designs and posts.

If 2017 was the year of the visual, 2018 moves it into another level.

A new tactic that is bringing its way to the social market are Tactile photos.

Create and distribute images that not only touches the visual senses, but the other senses as well. Create images and content that make us hear, remember the touch and sensation of an object, or let us feel the wind in our hair.

 

2- Lend a helping hand

For those new into Content Marketing, or may need a small reminder, Content Marketing is all about providing your audience with information and content they are searching for.

Sometimes, without them even knowing they wanted it in the first place.

Millennials and Gen Z (Millennials’ children) are skeptical about marketers. The main ways to get around their expectations?

Give them content they are searching for, or better yet, align yourself with a cause they can get behind.

 

3- Talk about the pain, and let them know you’re here for them

Content themes save you a lot of trouble.

They save time, effort, and brainstorming whenever you have a content plan to fill, or new content to create.

Many of us have our themes on backwards apparently. Raise your finger, so no one else sees, if you’re themes are centered about marketing your product/service and its many benefits.

Let us say, we saw you, and we’re here to let you know you’re not alone.

For 2018, let’s take a step back and truly look at our consumers.

What are their issues? Their problems? What can we do to help? Sure, we ask these questions when creating the product or service, but now we have to think about it during our content process.

Directly talk to your consumer next year. Tell them you understand and you’re here to help.

 

4- Augment and change the world

Augmented Reality (AR) has definitely made an impact this year, even stronger than its top contender Virtual Reality.

Both Facebook and Google released AR services or products this year at their respective annual developer conference. Not to mention that Snapchat’s success came from their innovative use of AR.

Take a look at IKEA’s successful IKEA Place app, which uses AR technology to help users see how the brand’s furniture will look at home.

From either simple AR photo-frames to crazy face-changing AR filters on FB or Snapchat, Augmented Reality is popular and here to stay. Not only that, it’s cheaper than making stickers to hang out the city, and cheaper than an extensive paid campaign on social.

 

5- Get Personal. Really. Please do.

Although we marketers may say that brands need to become more grounded, more in-touch with consumers, many actions may not be heading in that direction.

This year, a lot of platforms are coming to our aid.

With Facebook Live really starting to show off its power, to Instagram’s stories, getting personal with consumers are getting easier and easier.

Creating dynamic content, content that makes the brand “alive,” gets easier with these new tools. Tools also include the new Live Photo feature by Facebook, and FB stories.

While recorded and pre-prepared videos are still a great way to promote your brand, personal live-videos are an even better way to connect with people.

Behind the scene videos, behind the curtain, or even the people behind the brand, are all dynamic video content-types that you could use to get in-touch with your audience.

People want to purchase from brands they care about, so let them know you so they can.

 

6- Or don’t get personal, get others to influence them instead

While influencer marketing in Egypt is still a growing field, there are many other ways to spread content around the web.

Creating content strategies that include using 3rd party websites and influencers is still going strong.

In 2018, we are going to see an even larger growth rate, especially as more and more content websites and social pages pop up and grow in credibility.

Don’t be afraid to have other people review, video, test, and write about your products/services. If you’re confident in its quality, then this should be a no-brainer.

 

7- Updating Communication

Communication channels keep growing with each new step and technology we create. A new channel that not many leveraged this year is through online messengers.

Facebook’s Messenger’s chatbots, as well as AI website messaging, are making a strong case this year, and they’re here to stay.

Content marketing with Messenger’s chatbots is easy to do. Simple tap on the Discovery tab for inspiration, from restaurants to online stores, there is a wide variety of uses.

Website AI messaging can help aim customers through your website as they go through their buyer journey. A cleverly written script and direct questions can lead your customer from browsing to buying, answering all (or as many as possible) of their questions on the way.

 

8- Break it Down

One of the main ways to fill out a content calendar?

Update, reuse, break down.

Update, reuse, and break down large and deep content into separate content pieces.

If you want to go into 2018, you have got to have a plan. If you don’t have enough content, then plan ahead by breaking down already existing content.

A Press release or informatic video can be broken down into multiple pieces of content. Videos can be broken down into articles or multiple image posts, and etc.

Why spend more when you can do more with less?

 

9- Stop closing the box and be open to the long-term

Although Content Marketing has become one of the top buzz words in our community, as well as quickly becoming one of the industry’s top strategies, we are still treating it as if it is advertising.

It’s not.

Most companies still push content in the same way as an advertising campaign, locking themselves in a box without more opportunities. Create short term content, such as a 6-episode video series, market it through the usual channels, and then when it finishes we stop.

What should be happening is a complete switch. Content marketing may be cheap, almost to the point of free, but it is something that takes long-term planning to truly appreciate it.

Plan at least 6 months ahead to truly capture your target audience. Get your content rolling, and keep it rolling! Show 2018 that you have your content down, with only a little bit of planning, and a lot of faith and data.

 

10- Let’s get on it!

There you have it, easy ways to improve your content without a lot of work.

The new year is right around the corner. What are you doing to prepare?

 

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5 interesting Social Media lessons from Marketing Kingdom Cairo 2017

P World’s Marketing Kingdom Cairo 3 was a resounding success as members of the marketing community gathered to hear from…

P World’s Marketing Kingdom Cairo 3 was a resounding success as members of the marketing community gathered to hear from international and local speakers. The event, held earlier this week, was filled to the brim with top hats of various companies and organizations. From agencies to companies, many were attracted to Marketing Kingdom’s third visit to Cairo.

With topics ranging from leadership, the use of AI in marketing, audio marketing and content marketing, the conference had knowledge in abundance.

Providing knowledge to the audience were speakers such as Ian Manning (Facebook), Priya Patel (Instagram), Scott Thwaites (Twitter) and Mohamed Abo El Fotouh (PepsiCo MENA).

Here are some of the things we learnt at this year’s Marketing Kingdom

1- Create Snackable Content:

According to Ian Manning, Head of Agencies, Middle East, North Africa and Pakistan for Facebook, 80% of people use secondary devices while watching TV, causing a separation of attention.

So how should we avoid the same thing on social media?

“On average, people scroll through their newsfeed at about 2.5 seconds on their desktop device. Let’s say I am scrolling, it takes about 1.7 seconds on average on mobile.” Says Manning.

So how do we capture their interest?

Create snackable content, content that can be taken, absorbed and understood in almost a blink of an eye. Short form video content such as Cinematographs, as well as fast and exciting vertical videos are great for on-the-go audiences.

Create content specifically for mobile and social media, this makes sure you are really reaching those audiences.

2- Create for Passion:

“Passions thrive on Instagram” says Priya Patel, Business Development Lead, Middle East, Turkey and Africa for Instagram, and just how true it is.

Read more on Passion ➤ Steve Jobs explains the rules for success. It’s all about Passion!

Instagram has grown itself on this particular word, Passion. Passion for food, animals, cars, and self-styling. What is to say that we cannot use the same thinking when it comes to other platforms?

Patel speaks about some creative considerations that we should think about

a: Use all the storytelling capabilities of your platform

Whether it is Instagram/Facebook Stories, Facebook Live and etc, use as much of it to get your story across.

With so many options, it has become both easier and harder to produce passionate content. Live or Stories can help provide an authentic and more down-to-earth tone, while 60 second videos give us more structured and polished works.

b: Use Time as a creative tool

Many of us are still held down by the 30-60 second rule that has been handed down to us from traditional marketers. We still need to get it through our heads, we can do better with less!

During his talk, Manning gave multiple examples on how brands can create amazing content in less than 10 seconds. The thing is, so can we. With some deep creative planning, and testing, we can get our brand messages to audiences in 3 blinks of an eye.

c: Visual Expression inspires visual action

In a world full of selfies, personal and “special branded” Instagram accounts, and imaginative use of video and photography, visual expression has become a popular thing. It is so popular, that multiple social media networks have been introduced to fill that gap.

You can also read more here ➤ Priya Patel from Instagram: Say no to anything that doesn’t have impact!

With visuals, people are more likely to take action. With visual expression and passion, that is authentic (at least to some degree), we can create visual action.

3- Use Arabic More:

It may seem like a contradiction, with many parents now opting to focus on English rather than Arabic for their kids, Marketing Kingdom speakers have come to this conclusion. We need more Arabic content.

Arabic is Twitter’s 3rd most used language, states Scott Thwaites, EMEA Partner Manager from Twitter. 5-6% of international content is in Arabic. There is a barely touched market out there, unfortunately many of us avoid it on social media.

Maybe it’s because Arabic is a hard language to get a message across to younger generations, or maybe it’s all the different types. Either way, there is a wide opportunity for those willing to go completely Arabic in all their social media work.

4- Each Platform has its own theme; use it accordingly

The 3 main social media platforms (Twitter, Facebook, Instagram and Snapchat) all have a certain theme to its platform. This theme is why users flock to these specific places.

Facebook has always worked on connectivity or connecting people. People go on to Facebook to connect or even disconnect; from the outside world through memes and viral content, or connect with friends and family across long and short distances.

Due to its popularity, large amount of users and easy-to-use newsfeed, messages can easily be sent to the mass public.

Marketers are already (mostly) well focused when it comes to Facebook’s need for connection and brand building. It is with the others that we need to look out for.

Instagram, on the other hand, is all about passion. Just as Patel said, Passions thrive on Instagram, unfortunately the reason why many marketers don’t do well is a lack of understand and implanting this idea.

Many of us continue to simply copy and paste posts from Facebook to Instagram, but unless your posts are already colorful and passionate, this type of strategy won’t get you far.

If your other platforms have simpler tastes, then go WILD on your Insta.

5- Big Budgets Aren’t as Sexy as They Sound

Although we should take into account that many clients still currently will not create a big enough budget to include separate work for each platform, Patel does state that Instagram is platform where big budgets aren’t a need. They’re a want, and you can always work low-budget or even with no budget for your Instagram.

Twitter may not be the biggest talk of the town, but it still has a large enough Egyptian following to think about. With Arabic as its 3rd main language, Twitter has a lot of eyes on it.

“Twitter is an engine of Mass Influence” states Thawaites, and that it is.

Twitter is famous for being used as a tool for breaking news, and 35% of users are simply looking to be entertained and engaged in something.

For years, we have seen products breaking out on the platform. Apple famously uses the platform as a first-reveal platform for new products, as well communicating with their fans. We’ve also seen impactful news being broken out and shared on the platform.

Twitter can make an impact ➤ Barack Obama just broke a Twitter record with 3.6M likes

For the everyday though, posts that link to new releases (products or otherwise) would be a great option for marketers.

 

Overall, Marketing Kingdom was able to provide a wealth of industry statistics and information, as well as interesting insights both in the minds of top agency heads and marketing tools such as AI and Social Media.

This is the 3rd year in which Marketing Kingdom has been held in Cairo.

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Reports

Take Answers: A new mobile App aims at disrupting the consultancy industry in MENA

The future is in small business economy led by young dreamers who are today and tomorrow’s makers. While the global…

The future is in small business economy led by young dreamers who are today and tomorrow’s makers. While the global economy thrives on businesses of all sizes, consultancy remains unaffordable as set by the big five firms.

Inspired by improving the lives of businesses of all sizes, Take Answers positions itself to resolve this unmet need and allow businesses to ask their questions and get global expert opinions.

Take Answers is a consultancy app that serves startups and SMEs developed to facilitates a Q&A process between client and hands-on- experts from diverse business fields. The new mobile App aims to revolutionise business consultancy field through transforming it by technology, the app is available in both App store and Google Play.

Take Answers features an easy interface for both clients and experts. The client asks a question at a minimal price and selects their question’s category. Chosen expert responds with a specific answer to the client’s question. Unlike search engines and knowledge-bases, Take Answers does not give generic information or advice. Instead, Take Answers provides a two-way conversation.

 

Said BaaghilThe master mind behind Take Answers idea and concept is Said Baaghil, a reputable Middle East brand and marketing consultant and public speaker, is the Founder of Take Answers. Take Answers is a consultancy app that serves startups and SMEs.

He is also the author of 3 books including “The Power of Belonging” and a co-author to several other books.

 

To ensure the quality of advice received by clients, Take Answers’ experts are pre- approved through a rigid selection process. Decisions are made after rigorous reviewing of expert’s credentials, therefore selection can be concluded in days or weeks. All experts listed on Take Answers must maintain high ratings and reviews to remain on the platform.

Take Answers’ goal is to empower startups and SMEs in all their business operations to improve their competitiveness.

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Reports

Keeping up with Back to School behaviors & keywords

As the temperature slowly drops to more comfortable levels, parents are starting making the pre-school rounds. As with every year,…

As the temperature slowly drops to more comfortable levels, parents are starting making the pre-school rounds. As with every year, families are preparing for the new school year, gathering school supplies and preparing children for another year at school.

As most marketers know, consumer behavior changes throughout the season, from summer time to black Fridays. In the case of Black Friday, most businesses encourage their customers to purchase product and services through major discounts.

On the other hand, “Back to School” season cause businesses cater to their consumers by providing product and services useful for parents and children during the beginning or throughout the school year.

During this season, consumers change their search behavior and Yellow Pages Egypt gave us some insight on the things they search on. Here are the most used keywords used.

It’s that time of the year again, school time, which means that you will need to make the round again and gather up school supplies for your children.

 

Uniform/Clothes

Parents search for uniform outlets and/or alternatives for them in various stores, mostly hard to locate one, so maps and branches are the core of the search. These keywords are used about 13,971 times before the start of the school year. Users, mostly, look for specific stores and their locations. Surprisingly, though we can’t specify why, users’ search for socks during this time spikes significantly.

 

Stationary/School Supplies

With the massive lists of school supplies demanded by the schools these days, stationary store and school supplies are of highest priority for parents at the beginning of every school year. Most users search for stationary stores nearby for easier access of the supplies throughout the year, as well. It seems that users have been veering to smaller businesses, rather than larger corporation, with 9,673 searches before the start of school.

 

Sportswear/Sporting Equipment

As the school year is about to start, sport activities are a must, causing for parents to search 4,370 times for sportswear and equipment for their children to use. However, this keyword isn’t used as much by most users, mostly athletic family.

 

Health Products/Supermarkets

On the list of supplies provide by the schools, health product such as wipes, hand sanitizers and even tissue paper are needed to be sent off to the school. Parents have searched for Hypermarkets and local markets 33,651 times before the school year to provide their children with the health products they need.  Users tend to avoid pharmacies for these products as they are a bit more expensive.

 

Bonus keyword: Travel Agencies

Surprisingly, it seems like most families attempt to use the remaining weeks before the school year starts to squeeze in a family holiday. They look into a quick vacation before stepping into the hassle of school by searching for travel agencies 21,050 times.

To things easier, go to YP.eg to make getting ready for school a breeze.

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