The Only Digital Marketing Advice You Need to Follow in 2016

The Only Digital Marketing Advice You Need to Follow in 2016

Whether you are starting a small-scale online business or working as the marketing manager of a large multinational corporation, if you want your marketing efforts to reap unimaginable benefits, you need to take advantage of the various digital channels.  Even newspapers and other print media in the UAE have already turned to the web because of the decline of readership of its traditional medium. Digital media has become a big part of everyone’s life in the UAE where there are 8.81 million active internet users according to media insight. This is why it is safe to say that having a brilliant digital marketing campaign will get any business in the ranks of prominent and influential brands in the world. Here is how digital marketing should be done in 2016:

  • Make use of the latest digital marketing tools. Marketing is a bustling scene therefore a smart marketer should be creative enough to be able to innovate. Being up-to-date with the latest industry tools will make creating viral content easy. Arm yourself with the best content management system (CMS) that perform numerous tasks like testing, analyzing, and optimizing content for your website.
  • Get into growth hacking. To quote Ryan Holiday, “The point is, you’ve got to find something new and exciting and channel that energy toward exploding on the market with your product.” If you want to learn more about how big brands like Gmail, Facebook, AirBnb, and Evernote successfully launched their companies, get your hands on Mr. Holiday’s Growth Hacker Marketing.
  • Be patient. Even the best, most creative marketing campaigns need a bit of time and money in order to work its magic. For example, while PPC or pay-per-click marketing will get you on top of search engines right away, you will still get best results with search engine optimization according to a recent study by Accenture. So this year, it is best to get acquainted with SEO tools like SEMrush and Wordstream.

Having a successful business does not end with crafting a good business model. A brilliant product or quality service will not get you anywhere if it does not reach the right customers. Design a marketing strategy that takes into account current consumer behavior. Contact us for more details.

Measuring Financial Benefits of IT Security Systems

Measuring Financial Benefits of IT Security Systems

In June of 2015, ITP.net reported that several banks in the UAE suffered from DDoS attacks linked to the cyber group Anonymous. This happened a couple of months after Kaspersky Lab launched Kaspersky Total Security amidst the worsening cybercrime issues affecting the Middle East. In the said conference, UAE was cited as the second most frequently attacked in the region and the 15th in the world. Immediately after the June 2015 attacks, governments in the region did what they could to improve their cyber security systems. However, the private sector remained unsafe from the hackers.

Private organizations in the GCC member countries should have already learned from their counterparts in Europe, Asia, and most especially the US where a bank was hacked despite having a $250 million-per-year cyber defense system. The reluctance of these organizations to increase the security system of their IT infrastructures could be blamed on the absence of the right methodology that will accurately measure the return on investment of cyber security systems.

In order to measure the benefits of a cybersecurity system these three factors should be determined:

  • Cost to fix – How much would it cost to repair the damage brought by a successful cyber attack? According to IBM, in a healthcare organization the average cost of data breach could amount to $363 dollars while in an educational institution it could cost as high as $300.
  • Opportunity cost – How much would the attack cost in terms of lost business? This includes lost revenue, customer turnover and damage to reputation among other things. According to Ponemon Institute’s study on last year’s Global Cost of Data Breach. Cyber attack notifications remain low costs brought by lost business steadily increased.
  • Equity loss – How much capital damages would a successful cyber attack cause? When sensitive information – such as patents and trade secrets – is lost, lawsuits, leadership turnover, and dispute with investors are highly likely.

The goal of having a sound IT security system is to defend the business organization’s sensitive data, software applications, networks, and hardware from catastrophic attacks. The organization’s Chief Information Security Officer should educate the board of directors of its benefits in order to acquire the right budget for an IT security system. A well-performed value chain analysis involving cost to fix, opportunity cost, and equity loss is a good way to start with.

How to Leverage UX to Build a Remarkable Brand

How to Leverage UX to Build a Remarkable Brand

Web users do not stay longer than 10-20 seconds in a website. They are not very patient when it comes to looking for what they want online. In his book “Don’t Make Me Think,” Steve Krug mentioned these three facts about how people actually use web pages:

  • We don’t read pages. We scan them.
  • We don’t make optimal choices. We satisfice.
  • We don’t figure out how things work. We muddle through.

Put simply, digital media users want speed and usability. Your design should then let users achieve their goal the easiest and fastest way possible. If your product lacks these two things, it won’t take long until it is forgotten. This is where a good UX strategy makes brands stand out from the competition.

So how do you achieve usability in UX design? Here are a few tips:

Make it simple

“Don’t make me think!” is Krug’s first law of usability. The users should be able to know which button does this and which button does that. Let us take for example the navigation menu of these two fictional spa websites in Dubai. Which do you think obviously points to the directions on how to get to the spa location?

Make it memorable

Design elements such as font, color scheme, and texture should be uniform all throughout your website. Consistency breeds recognition and dependability rather than confusion. Customers stick to brands that make them feel comfortable. Make sure that your visitors can easily master your navigation menu even after a long period of not visiting the site.

Make it relevant

Establishing brand loyalty requires that you give your users what they want. This is only possible if you regularly test and analyze user behavior. Fortunately, there are platforms designed specifically for this purpose. On top of the list are Sitecore and Hybris.

The user experience that your brand provides its users directly influences your business’ vitality. Although there are equally important aspects of the business that you should not forget, you need to spend time and effort in creating good user experience. Failing at it will adversely affect your brand’s image.