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Have you previously launched advertising campaigns on social platforms with every best practice implemented in your build work, whilst targeting your top performing audiences, and yet the results seem disappointing?

When I interviewed for my new role with Merkle MENA in early March 2020, I never imagined that I would have to wait a year to join. In April 2020, the world came to a halt because of the global pandemic, and along with that, my offer letter was also put “On Hold” indefinitely.

Over the last 10 years, digital media has been transformed in both quantity and quality. Facebook started advertising and acquired Instagram. Twitter, Snapchat, and LinkedIn followed suite and most recently TikTok. Not to mention Google, Bing, Yahoo, and their display networks.

It isn’t possible to deliver customer experience transformation without a sound foundation for connected and integrated technology. This has been a major driver of businesses investing heavily in martech over the past few years, and the proportion of budgets devoted to technology is increasing.

A study carried out by our agency revealed that 60% of all Google paid advertising clicks derived from Shopping alone, and this has been true for at least the past 2 years of data [1]. And we can definitely understand why: unlike traditional text ads, shopping ads are much more visual.

It took me quite a while to find my specialty, but when I did it felt as if all the stars had aligned. I quickly found myself in scenarios where I’m networking or catching up with old friends, and that question is finally dropped: “So, what do you do for work?”

At the beginning of 2020, I was booking a week-long trip to a yoga retreat in Morocco.

How it all began