Many articles have been written on the topic of influencer fraud, with much frustration directed at those who seek to artificially inflate their following and number of comments. But what if we as an industry are creating such problems through commercial structures and measurement of success? …

Picture the scene: a brand has customer data, and a new product launch is imminent. Marketing campaigns are launched, everyone must know about product X! Looking to build overall campaign reach it is tempting to re-target all known customers with messaging about the new product, measuring success in terms of…

In June, we completed a research study designed to help understand customers’ feelings towards key aspects of the industry’s recovery including expected changes to registration behaviour. The study highlighted that it was likely to take some time to rebuild consumer confidence that has been eroded by cancellation of events and…

After almost 5 months without events, participants have returned to a startline in the United Arab Emirates for the first time since the outbreak of COVID-19. Having supported the first running event to return to the region we were keen to learn more about the participants motivations to return and…

As eCommerce grows and captures a larger share of the total retail market in the UAE, it is important to consider the main barriers to completing a purchase online with the view to providing better consumer experiences in the journey from product discovery to consumption. Prior to launching an eCommerce…

The impact of COVID-19 on the mass-participation event sector has been widespread with thousands of events postponed or even cancelled completely. …