One of the keys to leadership
in the digital space is the provision of timely, relevant information at the right
touch points, according to Steve Hamilton-Clark, CEO of TNS MENA.
Dubai, UAE November 2012: One of the keys to
leadership in the digital space is the provision of timely, relevant
information at the right touch points, according to Steve Hamilton-Clark, CEO
of TNS MENA.
He cited the
fast-published TNS Special Edition ‘THINK…’ report that came out within hours
of the results of the US Presidential Elections. It highlights the power of
social media platforms for effective winning marketing strategies, suggesting
that Barack Obama has won the battle for social media too.
‘THINK…’ reveals that the first
public reaction to the victory on Twitter alone generated 535,000 retweets,
while the (Obama) campaign overall saw 32-plus million likes on Facebook,
22-plus million on Twitter. Meanwhile, Obama’s team listened to what 670,000
people had to say, including nearly 8,000 tweets written on the official
account.
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| Steve Hamilton-Clark, CEO of TNS MENA |
“The reality is that the digital and
online channels shift is transforming global behaviours. Looking at the TNS Digital Life report
we found that regional
markets are experiencing a staggering increase in internet usage, up from 7.8
million to 187 million users in the last decade,’’ said Hamilton-Clark.
“There
is a rising demand by consumers across most markets to keep up-to-date with
their mentors, favourite personalities and brands, of choice. For some the
motivation is relevant content, promotions and offers, for others it is about
access to general information and a deeper feeling of brand proximity.”
He observed that over the past
ten years, internet use in the greater MENA region is up 2,300 per cent. “I am
seeing this as one of many indications that consumer brands must change the way
they do business, as digital is fast becoming a primary media channel.
The good news is that so much can be
gleaned from online user analytics for use across all stages of marketing
planning. As we
all get more internet savvy, we find new ways to use the online world.”
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| Steve Hamilton-Clark, CEO of TNS MENA |
In fact TNS’s analysis of the Obama
campaign brings to light how social media can influence people in their choices
and increase the impact of word-of-mouth, or even damage the reputation of a
candidate within a few hours.
“Indeed, marketers across all
segments must consider how we are embracing self-managed, online research to
guide our lifestyles as they consider winning business and marketing
strategies,” Hamilton-Clark said.
He warned that brands that ignore the power of digital
communication channels do so at their peril.
“Digital by nature has to be compelling and
engaging. From a consumer perspective, digital is less about brands
talking about themselves and more about their needs being fulfilled. It
is the nimble businesses who are fast integrating both offline and online
channels who are in with the chance of enhanced growth,” he concluded.
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