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!
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.
In 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:
- 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.
- 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.
- 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.