The internet is flooded with advice on why and how companies and organisations should invest in market research.
Take a dip and you might find yourself drowning in ideas about why your business needs to follow this route, and what you can expect to get out of it.
For start-ups, market research is a vital step to help shape a new product and make it stand out before the business launch.
For established firms, it’s like going for a medical check-up, and not something you should leave until you start feeling sick.
Why wait until your company begins to suffer before taking steps to find out if everything is in perfect working order?
I was reminded of this recently by an approach from a luxury brand needing help to reinforce its presence in the Middle East market.
In the PR brief they described their product as the leading one of choice in the region, and the aim was to consolidate their position as market leaders.
But all was not what it seemed, initial discussions with seasoned industry professionals indicating that market perception of the brand fell considerably short of the mark.
In this case the problem was far from terminal, but it underlined the need for extensive market research to find out precisely why the brand had fallen behind its main competitors and how best to address the issues.
A lesson for us all, in business and in health.
The return of Europe’s top golfers for next week’s 30th anniversary Omega Dubai Desert Classic brings back great memories.
As social media marketers, we recognise how important it is to take a step back and remind ourselves of the basics. It’s easy to get distracted by the latest technologies and innovations, losing sight of the fundamentals in the process.
My one and only boss in PR was in good form when he spoke at a party marking a milestone for the agency I worked for prior to starting my own.
Almost half of the world’s population is now on online. That’s approximately four billion people. Creating content to reach online audiences is what matters to businesses and what keeps our digital team well and truly on our toes.
Putting all millennials into one basket for the benefit of marketing is a bit like saying all defenders at the World Cup perform as if they were coached in Panama.
Well, not quite, but you know what I mean.
There are reasons why some observers say that the traditional press release is already dead.
The main one is that the press release is seen as a relic of days before the digital age swept over us like a tsunami.
There’s a great buzz in the United Arab Emirates following the news that the country is opening its market for foreign direct investment and talent.
We’re excited too by the opportunity to play our part in attracting international investors, and benefiting in real business terms.
One of the main problems we’ve always had in the Public Relations business is that not enough people understand what PR is.
There are various reasons for that, among them the fact that PR people have difficulty in explaining what they do for a living.
Many of our journalist friends say they live in constant fear of the threat to their livelihoods posed by social media.
It's understandable, as social networks have effectively removed the traditional media's monopoly as our main news source.
It's wake-up time for PR in the Middle East, and 2018 should be the year when agencies take more control over issues impacting their business.
Top of the agenda is the prickly questions of social media influencers, whose growing presence continues to split opinions.