CURTIS SCHMIDT: ON THE POWER OF PERSONALISED CRM AND CULTURAL INTEGRATION IN MENA

In the vibrant, culturally rich Middle East and North Africa (MENA) landscape, marketing strategies are undergoing a significant transformation, blending cultural insights with advanced technological tools. This evolution is particularly evident in Customer Relationship Management (CRM) and precision marketing, where understanding and respecting cultural nuances is as vital as leveraging data analytics.

In his latest ‘Respect the Process’ podcast, my colleague Troy Hitch, CCO of Omnicom's RAPP MENA, discussed how brands like Mercedes-Benz should personalise each consumer interaction. Troy’s approach, termed ‘a million little big ideas’, discusses the impact of going granular, not only within the overall customer interest for a specific car model, but also drilling down to a specific car model’s features. By focusing on features such as technology, offroad capabilities or sustainability, or on the current phase of a customer’s life, such as an expecting parent, we can narrow our personalisation down to speak to one particular customer – that specific person we are selling it to. The data is generated and available, we just need to turn that data signal into actionable personalisation.

The MENA region's diverse cultures, languages and traditions present unique challenges and opportunities. Here, personalisation isn't merely about tailoring content but creating culturally resonating experiences. We must go beyond product or feature promotion to craft narratives that reflect local values. To ensure marketing is relevant and engaging, each consumer interaction needs to be personalised not just using data that shows their interests and preferences but with a cultural understanding of that individual and the data signals they are gleaning.

This is where CRM makes a big difference. It transcends traditional data collection; it's about fostering relationships with consumers that feels personal and respectful of cultural identities. This involves anticipating consumer needs and creating loyalty through culturally resonant and personally delightful experiences that feel more like a conversation, rather than a single serving communication ‘blip.’

For instance, an automotive brand could adapt loyalty programmes by integrating regional festivals or local driving habits, driving engagement and building cultural capital for the brand in that particular region, or even city.

CRM systems offer a deep understanding of customer interactions at every touchpoint. This deeper understanding is usually called progressive profiling. In a nutshell, through meaningful engagement that drives interaction with the brand, the customer is tracked through their specific journey with the brand, from browsing online configurators to visiting dealerships, test drives, purchases and beyond into maintenance and upgrades.

These interactions, if regular and timely, will make our ‘digital understanding’ of that person more robust and accurate, modelling them against other individuals (known in the media world as a look-alike). By analysing this data, CRM can predict (based on larger data sets) when a customer might be ready for a new vehicle, suggest personalised upgrades or services based on their driving habits, or even tailor marketing messages around regional events like car shows or desert rallies such as the most recent LIWA festival. This deep personalisation enhances customer satisfaction and makes each interaction relevant and timely, reflecting the customer's unique lifestyle and preferences within their wider culture.

Moreover, it is crucial to balance art and commerce in MENA's marketing. Advertising here can either celebrate or overlook cultural heritage. The challenge is to use creativity as a tool for cultural connection while also serving commercial success. The art should tell a story that speaks to the soul of the region, while reflecting economic realities and consumer behaviour.

Innovation in MENA's marketing must be culturally informed. There's a need to harmonise big, brand-defining ideas with the micro-experiences that touch individual lives. Innovate not just technologically but culturally, understanding how to integrate technology into daily life in a way that feels natural – like digital payment systems during cultural festivals such as Ramadan or Eid, where giving and receiving are popular.

The future of personalisation in the MENA region lies in the seamless integration of cultural understanding with technological precision. It's about crafting strategies that are not only data-driven but heart-driven, where every campaign celebrates the consumer's individuality and the collective cultural identity of the region. In the end, it’s about merging the science of data signals and analysis with the art of empathetically applying that signal to messaging, information and creativity to drive a more meaningful relationship between consumer and brand.