In 2019, the quest to enhance consumer experience drove brands across the MENA region to fully dedicate themselves to their consumers, building and maintaining trust. Brands that invested in serving relevant and personalized communications, products, and services emerged victorious, with higher brand awareness, customer retention, and customer satisfaction rates.
In 2020 messaging, evolving technologies like augmented reality (AR) and virtual reality (VR), and personalization is expected to further shape consumer experience. In order to provide the most favorable experiences, businesses in MENA also need to adopt new strategies and marketing tools to capture attention, improve customer support and drive business results.
Here are four key trends to look out for this year.
Connect with customers via chat
People communicate with their friends and family via messaging and now they expect the same ease and speed of communication with businesses. From scheduling an appointment to asking for personalized shopping advice, people are turning to chat to connect to organizations. This provides organizations with an opportunity to enhance their customer service and turn interested shoppers into buyers.
In order to build an effective messaging experience for your business, try to anticipate what people will want to talk about and consider how you can express your brand’s personality through the conversation. It’s important to respond to customer messages as soon as possible, ideally within a few hours. Consider using automated tools like Instant Replies or Saved Replies on Messenger to answer commonly asked questions and requests in just one tap. You can also explore building a more advanced messaging experience for your customers through a messaging bot.
New technologies such as AR and VR aren’t just for consumers. They provide businesses with the opportunity to create more immersive shopping experiences.
AR and VR can combine the convenience of shopping online with the confidence of trying products in stores. This enables customers to visualize and experience products before making a purchase. For example, beauty brands can create AR experiences to let people try on makeup and see how it looks before making a purchase.
Experiment with how your business can use AR and VR to capture customer’s attention and turn interest into purchases.
Focus on personalization
Today’s consumers, especially gen z and millennials, have come to expect highly personalized online experiences. To deliver content that resonates with your target audience, start by focusing on the format that works best for them.
Consider what you know about your audience and leverage that information to make your ads feel more relevant to them. As always, remember to test and measure the results of different ad versions and brand experiences to see what resonates with your audience and works best for your business.
Leverage seasonal moments
Celebrating key moments will always bring you closer to your audience. Tie your ad campaigns to cultural moments like sporting events or holidays. This way you reach potential clients while they are engaged with something they’re passionate about.
There are many examples of key moments that you can plan campaigns around. In the U.A.E. Ramadan, Expo 2020 and National Day are some important moments to keep in mind for 2020.
This is the year of opportunities and unparalleled experiences for consumers across the globe. For businesses to achieve their goals and to engage with their audiences more effectively, it is absolutely mandatory for them to enable meaningful social interaction in 2020. This year leverage emerging and evolving technologies like AR and VR; using a customer’s data to personalize their journey. It will boost the success of your business and satisfy your audiences like never before.
Whether you are a brand, developer or content creator in MENA, the ability to adapt to rapidly evolving technologies while developing new marketing strategies is paramount to appeal to consumers in the region.
Ramez Shehadi is the Managing Director for Middle East & North Africa at Facebook