If you attended the CMO Middle East event in Dubai today you were introduced to a barrage of common buzz; mobile marketing, the move towards online in MEA, emerging markets leap-frogging more established markets to future technologies, the need to keep budgets in a recession, and so on – all wrapped up with a need for accountability and transparency. There were constant references social media, but few delved further into it – perhaps day 2 (which I won’t unfortunately be attending) will bring the anticipated discussion around web 3.0?

Maktoob enthusiastically discussed the future of online in the region – clearly boosted by the Yahoo! takeover. We saw the ‘yet to be Arabised’ It’s you campaign (on Google’s Youtube) and the proud release of BPA audit figures. Backed up with a healthy obsession with targeting – based on tracking and analytics – Yahoo!’s Maktoob looks to have serious intentions of leading the changing face of MEA’s ad landscape. We wait with bated breath to see how the Yahoo!/Maktoob partnership develops.

One point which got me thinking was raised by Jumeirah’s Thatcher Brown, who walked us through Jumeirah’s marketing strategy. A heavy focus was on internal training and loyalty, backed by the need to provide 100% reviews in every part of consumer feedback. With loyalty at the top of the agenda – Thatcher presented the idea of the ‘Dubai Loyalty Scheme’ – which could be an arousing concept for Dubai Tourism (also present at CMO ME) to consider. But even more so for the brands in the UAE who aim to be leaders in their industries.

This is not to say a ‘stamp-able loyalty card’ every time you pass through customs control – but instead the mentality that Dubai as much as anything needs to go further than selling itself, but create brand loyalty for itself. Challenge number one – build loyalty in Dubai. Challenge number 2 – ‘own’ Dubai in your industry. Arguably Jumeirah own Hospitality in Dubai – one of the most established brands in the UAE, a very new brand globally. In essence instead of selling a brand globally – the idea here is that if you can build loyalty in Dubai, and you own hospitality in Dubai, you’re almost there.

As an agency insider it was brilliant to see what CMO’s in this region are thinking and doing. It’s clear that there are a lot of ideas and enthusiasm, as well as a belief that the MEA region, alongside markets such as India and China are genuinely amongst the most exciting to work in. And even further, technology isn’t getting in the way – thoughts around the preciousness of an idea, a need for local understanding and an openness to media execution, over using a particular media for the sake of it, seem to be king.

This was summed up nicely by some final thoughts from CMO Council Executive Director, Donovan Neale-May. He talked about ‘Share of mind over share of market’ – the importance of realising how to best connect with your audience.