With the partnership, both Tagger Media and YAAP aim to “revolutionize influencer marketing” with data-driven and sizable technology solutions that allow brands and marketers to approach influencer marketing more effectively.
Global SaaS enterprise solution provider Tagger Media entered the Middle Eastern market through a partnership with influencer marketing content agency YAAP. The partnership brings together the exclusivity of driving effective influence and technical “ease of use” to brands, marketers, and advertisers in the MENA region.
Communicate sat down with Atul Hegde, founder of YAAP, and Dave Dickman, CEO of Tagger Media, to discuss the launch of the latter in the MENA market.
Born out of the ambition to “revolutionize influencer marketing,” the partnership came into action when Hegde and Dickman connected and spotted potential synergies in their business offerings. “YAAP had been doing influencer marketing for a long time but lacked a strong data-driven technology standing. We wanted to continue doing what we do efficiently, but we weren’t in a place to shift our focus to a service company,” explains Hegde.
“We aim to make it simple for professionals. Tagger’s platform allows them to track relevant metrics such as engagement and reach through a live dashboard. It isn’t about bringing a solution for the sake of it but truly enabling the ease of use,” says Hegde.
“Influencer marketing has picked up in most markets to different degrees. We wanted to make sure we enter the markets where there is heavy demand and activity in this space,” says Dickman. According to a survey conducted by BPG Cohn & Wolfe in the UAE, 43% of marketers spend up to $10,000 per social media influencer campaign. Tagger Media has been working with clients such as Omnicom, Bose, Tinder, PepsiCo, and HBO Max on delivering an integrated SaaS platform that allows them to manage running campaigns.
“Even though there is increased activity in the Middle East, we estimated that the campaign share doesn’t go beyond 300 to 400 influencers, among a market presenting more than 70,000 creators. It’s clear that everyone is pretty much using the same set of tools. There is a lack of knowledge of data and insights; this partnership will bring that to the market,” explains Hegde.
As a part of this initiative, YAAP has a series of programs lined up for the year. “We’re going to be calling these micro-workshops, which will bring relevant stakeholders into a room, run live demonstrations, and share live case studies. We are fortifying the team on the ground as well. A senior leadership team will be deployed here to strategize the launch of Tagger’s platform,” he further added.
YAAP will also be driving education about the platform in the region by conducting relevant whitepaper research.
Dickman encourages different markets to interact and nurture one another through cross-cultural collaboration. “If certain sectors are doing better in the European and American markets, Tagger aims to leverage business in the Middle East and Indian markets by bringing solutions from those markets here,” he explains.
Another challenge both Hegde and Dickman are working to overcome is to find the sweet spot. “In terms of data-driven technology for influencer marketing, the region is still catching up with international markets. This is why we’re aiming to strike the right balance while presenting solutions to agencies or brands here in MENA so that it doesn’t overwhelm them,” explains Dickman.
“Lastly, it is critical that our product offerings can stay the course of this market. After all, the MENA region is one that rewards long-term effectiveness,” concluded Hegde.