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International Day of Happiness for PR Pros

Posted on March 20, 2017 by Stanislava Burianek

The International Day of Happiness is now celebrated worldwide! Some countries make happiness a brand and pave the way towards institutionalizing happiness.  The best example comes from His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai.  His Highness has introduced his Happiness brand by appointing Ohood Al Roumi as the Minister of State of Happiness in the UAE. Al Roumi’s key responsibilities are to align and drive government policy to create social good and satisfaction.

The Ruler of Dubai didn’t stop there and has decided to take the Happiness brand to a whole new level and today the national media have announced the launch of the World Happiness Council. The council will be tasked with compiling an annual Global Happiness Report, highlighting international practices and achievements with regards to happiness and happiness research. The bottom line – the Happiness brand is designed to make people feel happy within UAE and internationally!

So what does it tell us, PR Pros? The UAE Happiness brand is successful by its definition. Why? Because the brand represents emotion, and emotion drives the world of communications and marketing today as per the Head of Engagement at Hotwire PR, John Brown’s latest blog.

According to John, as communicators we need to get a lot more comfortable with emotion. In fact, our approach to tactics should start from the perspective of, ‘what do we want our audience to feel?’ Keeping this top of mind along with the wider business objectives will help to adjust marketing strategies in a way that recognizes the human factor in communications. This is why World Happiness Council as well as the UAE have a very bright future – a happy country full of happy people!

Market your brand right whether it is a political campaign, new product, service or celebrity and always start with emotion. Your audience’s emotional response should come first and this should be your priority when setting your communications objectives.

Happy International Happiness Day!

الصيحات الرائجة في قطاع التسويق للعام 2017

Posted on March 14, 2017 by Yasser Zeriz

Yasser Blog

مع انطلاق عام 2017، هناك العديد من الصيحات الجديدة التي ينبغي على اخصائي التسويق اتباعها لمواكبة العصر الحالي لتحقيق أهداف أي حملة تسويقية تتلخص بما يلي:

  • وسائل التواصل الإجتماعي: على اختلاف منصاتها، ستعود بفوائد كبيرة للعلامة التجارية.
  • الفيديو: حيث أصبح الفيديو مؤخراً أداة رئيسية للتأثر على قرارات المستهلكين.
  • التسويق من خلال الهواتف الذكية: من خلال الرسائل القصيرة وتطبيقات الدردرشة، أو من خلال رمز الاستجابة السريعة QR Code، أو من خلال تطوير مواقع متلائمة مع متصفحات الجوال، أو من خلال تطبيقات مخصصة تعمل على الأجهزة الذكية.
  • التسويق من خلال البريد الإلكتروني: وذلك من خلال النشرات البريدية، حيث يمكن استخدام مقتطفات من المحتوى على وسائل التواصل الاجتماعي وإرساله إلى قائمة المستلمين.
  • ستستمر أهمية التسويق التقليدي: لما يحتويه من مصداقية وتخصيصاً للخدمة لكل عميل على حدى. كما يمكنها إلى الوصول إلى أعداد ضخمة من العملاء.

ومن يدري ما يخبأه لنا عام 2017. فحتماً سيكون هناك العديد من التقنيات والصيحات الجديدة والتي لم نسمع بها من قبل ، والتي ستلعب دوراً كبيراً في آليات التسويق.

3 ways social media has changed consumer behavior

Posted on March 7, 2017 by Mai Elsayed

ipad-tablet-technology-touchIn the 21st century, the communications industry has been evolving fast with a complete shift in the strategies used to convey a message. This change has been a result of the evolution of social media platforms that have altered the way people share, experience and contribute to the online community. In fact, brands need to approach consumers directly, not just through traditional media channels but also through digital ones. It has become a necessity to be able to speak with the audience using their language and vocabulary and here are the 3 reasons why:


  1. Consumers have a voice on social media

Every social media user has become the master of their own domain, which means that on their accounts, they freely share what’s on their mind. This is exactly why brands should listen to what is being said about their products and cater to their customers’ needs accordingly. Similarly, it is a great opportunity for brands to amplify user generated content such as good reviews about their products. Any marketer should know that this is the digital form of word-of-mouth and will have a great impact on the success of their campaign.


  1. Consumers are well informed

At this point in time, every member of the population has unlimited access to a vast amount of information on the internet. From videos and posts that go viral to online blogs which offer the nitty gritty reviews of products and services. Consumers are very well informed and they continue to educate themselves about different topics that they are interested in. In fact, they follow influencers’ accounts and look up to them for advice on which products are a go-to and which deserve a no, thank you! Therefore, consumers know what they want, based on intensive Google researches that they conduct and accordingly head to the store with multiple items on their shopping list.


  1. Consumers have high expectations

Considering that the audience are very well informed about what is out there and how well products perform, they have set the bar of expectations even higher. Customers are always connected and it is not easy for them to accept a message that does not resonate with their interests especially that their social media accounts, make their life a public one. Their interests become a part of their identity and morale to the extent that it becomes difficult to change. For a campaign to be successfully implemented, the consumer should be 100% satisfied with what is being delivered.

In a nutshell, social media and the internet have both changed consumer behavior and that’s exactly why the old strategy of relying solely on traditional media has become ineffective. Therefore, considering and accepting these changes has become a key element in any successful consumer campaign. To conclude, Dr. Stephen Covey once said, “Seek first to understand, then to be understood”, and the same applies to the communications industry. We need to listen to our audience, understand what they are looking for and accept what they believe in, in order to be able to successfully win them over as brand consumers.


Think out of the box and improve your creativity

Posted on February 28, 2017 by Paloma Martin Ramirez


Everyone is creative even if they do not realise it. The reason why most of us find it hard to think out of the box is because our brains are just too efficient. Logic is always our default go-to tool when coming up with ideas, even though the best ones often emerge from intuition and association.

Most people aspire to be creative and have an original insight which makes them stand out from the crowd. But is creativity a random process or is it something that can be nurtured and triggered using a variety of techniques? Most of the people conclude that we are simply not gifted with the ability to create.

But over recent years, numerous research findings have found quite definitely that creativity can indeed be learned and nurtured. Our brains just need a nudge – or several constant nudges – in order to quit being lazy and start making new connections. Scientists suggest these five things could help you unleash your creative side and get the creativity motors running.

Do things differently

Altering your daily routines can result in changes happening in your brain. If you want to come up with innovative solutions to a problem which is bothering you, then doing something as simple as changing aspects of your daily routine could lead to a creative insight. People should seek out unexpected experiences if they wish to think differently and to approach problems with a fresh perspective.

Psychologist Dr Simone Ritter from Radboud University Nijmegen has found that even just changing the way you make your usual sandwich can help boost levels of creativity.

Cut distractions

You will need to remove all distractions if you wish to trigger something new and cool. You can also try to train your brain to cut out distractions. If your attention is directed inwardly you are more likely to solve a problem with a flash of insight.

Work on mundane tasks

Another activity to help you trigger your creative brain could be to work on something that requires minimal thought. If you are stumped, take a break (also known as “creative pause”). But rather than just sitting there, you might want to take a walk or a shower or do some other activity totally different. It is proved that walking increase creativity by 81%. Steve Jobs did it. So do Mark Zuckerberg and Jack Dorsey.

Don’t be afraid to improvise and take risks

Kids have a seemingly boundless sense of imagination, turning blankets and beds into spaceships and fortresses in a matter of seconds. As we grow older, we lose this ability because our perception is boxed in by our limited experiences. As such, they need a little help getting out of normal thought patterns that have developed over the years. Exposing yourself to other industries, working in a new environment and travelling are just a few things that you can experiment from a new perspective.

Just let your mind wander

Did you know that Charles Darwin was reading Thomas Malthus’s Essay on Population for amusement when he was able to crystallise his theory of natural selection? Your idea may have been rumbling around in your unconscious mind for a while before you become aware of it, so while that ‘aha moment’ may feel instantaneous, a lot happens before you are even aware of it. If it happened to Charles Darwin, it could happen to you.

3 Benefits of Working with Influencers

Posted on February 21, 2017 by Linda Edirisuriya

influencer marketing

Influencer Marketing is a growing industry trend and brands are looking to work with them more than ever. It is quickly becoming one of the most efficient and effective ways for businesses to reach potential buyers of their goods and services. Whether you are looking to raise brand awareness for your business, create a buzz around your new launch or invite them to an exciting event, partnering with micro- influencers helps bring maximum brand awareness, conversions, and ROI to targeted social media campaigns.

Here are some ways influencers can help boost your digital marketing campaign:

Improve Your Search Ranking

If you partner with influential bloggers for features and reviews of your products or services, it will help you build high-quality links to drive traffic and improve your search engine ranking. Micro-influencer bloggers have a large enough following to have a significant impact, and because they’re so influential, they often have a good domain authority.

Generate High-quality Leads

Micro-influencers specialize in specific niches. When you target the right influencers, you’ll boost your brand’s visibility and raise awareness within a relevant market. This will help increase the quality of leads you generate, which also means a higher ROI.

It’s important to work with influencers who are both relevant to your niche and will appreciate your products. Get in touch with them and send them some free samples so they can try your products. Make sure you let them know the benefits of the products so they can share that information with their followers.

When choosing micro-influencers for your digital marketing campaign, don’t make the mistake of focusing on reach alone. Influencers with high follower counts may help you reach a larger audience, but only a small percentage of those consumers will be genuinely interested in your product.

As a small business or startup, you need to make sure that every penny you spend on marketing yields the highest possible ROI. When you target the right micro-influencers, you ensure that your message will reach a relevant audience of consumers who are much more likely to be genuinely interested in what you offer. This will result in higher-quality leads and an increase in ROI.

Engage New Target Audiences

Giveaways and contests are excellent ways to engage your audience. They can also help you reach new audiences relevant to your business.

Giveaway contests are a great way to engage those followers and encourage them to try out what your business has to offer. If you require people to follow your social media account to enter the contest, you can grow your own following as well. Before you launch any social media promotion or contest, make sure you check out the platform’s rules and regulations and follow them.

Influencer marketing works best when the influencer matches the brand, is in tune with the message, has control of the format, loves the content and knows whom he or she is working with. By choosing the right influencers for your brand, you will certainly be able to amplify your digital marketing efforts and disrupt the market.

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