The Middle East is one of the fastest changing ICT markets in the world. Tech and telecoms companies locally and regionally are transforming their operations and increasingly need to make marketing and communications part of that journey.
I started going to the Middle East about a decade ago and have always enjoyed the local passion for technology. Governments and businesses have an enthusiasm for new technologies that is matched with consumers that are driving its adoption.
Whether it’s the Smart Dubai platform in the UAE or growing communications hubs across the region, the Middle East is one of the most exciting markets for ICT Transformation. The challenge for any transformation project is to not just roll out new apps or make the move to the Cloud but to communicate innovation and why it matters.
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Based on our experience, here are five things we see as critical to marketing ICT Transformation in the Middle East:
- Real Tech Knowledge – ICT Transformation is rooted in fundamental changes in technology and processes in an organisation. Marketing teams and agencies struggle if they don’t have a clear understanding of the technologies that they are marketing. In my experience, while large agencies have a significant on the ground presence in the Middle East, they tend not to focus on B2B or lack an in-depth knowledge of the technologies they are marketing. That makes it difficult for local technology businesses to deliver quality with significant volume. Real knowledge of technology and experience developing content accelerates your marketing and communications.
- Adaptability – The market is changing so fast, agencies and marketing teams need to be ready to adapt and change quickly. New technologies, partnerships and objectives can all reshape your priorities, and that can happen overnight. You have to understand where you can add value no matter the project and be able to go beyond traditional marketing silos to enable the company to reach its goals.
- Listening Locally – Each market and each company is different. They have different ways of working and that needs to be reflected in how their marketing and communications is developed. Ilex has been successful in the Middle East through listening and creating models that match each client’s needs. It has not been as simple as standing up and pitching for business. A cookie cutter approach simply won’t do. We’ve shaped our business and our approach to marketing to match local needs.
- A Track Record of Success – ICT Transformation is not a six-month job. Needs will be constantly changing and technology companies should build a strong track record of success through marketing and communications. Transformation takes time and each milestone needs to be marked and communicated to show that the journey is taking the business and its partners and customers toward its destination.
- Execution – Execution is the simplest and most straightforward of any of these points. Strategy and planning only matter when you can deliver world-class execution. Technology companies need to be continually communicating innovation and marketing has to execute at the highest possible level.
It is an amazing time to be supporting ICT Transformation in the Middle East and around the world. Ilex is involved in local enterprise IT marketing in the Middle East and serves partners around the world with operations in the regions.
I’m heading out to different markets in the Middle East this month and I’ll be attending Capacity Middle East in Dubai on March 6-8th. Get in touch if you have any questions about marketing ICT Transformation in the region: matthew {@} ilexcontent.com
