MCM-115: Media in the UAE 2 Flashcards
Key Elements of Digital Media Strategy
- Audience Targeting
- Platform Selection
- Content Planning
- Channel Integration
- Metrics and Measurement
Digital Media Strategy
A plan that outlines how a brand utilizes digital channels to promote its products/services, build awareness and engage audiences.
6 Importances of Digital Media Strategy
- Builds brand visibility
- Targets right audience
- Drives engagement
- Supports measurable goals
- Keeps the brand competitive
- Tells a consistent story.
Core Areas of Digital Media Strategy
- Digital Advertising
- Branding
- PR
- Social Media Strategy
- Website & Mobile App
- Content Marketing
Brand Identity
How a brand wants to be perceived by its target audience; key elements are the following:
- Logo & Visuals
- Tone of Voice
- Brand Values & Personality
- Slogans
- Consistent Messaging
Importance of Storytelling
- Creates emotional connection with audiences.
- Makes content memorable & engaging
- Humanizes the brand; it shows purpose, people, values.
Content Marketing Framework
Creating valuable and relevant content that educates, entertains and inspires to retain a target audience.
PESO Model
- Paid
- Earned
- Shared
- Owned
Engagement Theory
A theory that focuses on how users interact/behave with a brand online (likes, comments, shares, co-creation)
AIDA Model
A model explaining how advertising leads people through four stages:
- Attention - Visuals & Headlines
- Interest - Benefits & Storytelling
- Desire - Emotional Connection & FOMO
- Action - Call to Action
Influencer Marketing
Form of social media marketing that uses endorsements & product mentions from individuals who have dedicated social following and are viewed as experts or trendsetters.
Often more authentic and cost-effective than traditional celebrity endorsements.
Tiers of Influencers
- Mega: 1M+
- Macro: 500K-1M
- Mid-Tier: 50K-50K
- Micro: 10K-15K
- Nano: 1K-10K
Why Influencer Marketing Works
- Trust & Reliability
- Social Proof Theory: People copy others’ behaviors especially when uncertain; seeing a favorite influencer use a product = proof that’s good.
- Parasocial Relationships: Audiences from one-sided bond with influencers
- Niche Audience Targeting: Influencers catering to specific interests.
- Native Content: Influencer posts blend into regular social media feeds, avoiding ad fatigue.
Traits of UAE Influencer Market
- Bilingual (Arabic + English)
- Influencers localizing contents.
- Fashion, skincare, food & lifestyle.
- Seen as aspirational but relatable.
- Cultural Sensitivity: successful campaigns consider modesty in fashion, visuals, respect for religious practices, national pride & symbolism.
Social Proof Theory by Cialdini, 1984
Psychological & social phenomenon where people copy the actions of others to reflect correct behavior in a given situation.
Types of Social Proof Theory
- Expert - credible figure (doctor)
- Celebrity - famous person
- User - reviews, testimonials
- Crowd - “1 million people trusts us”
- Friends - social sharing, tagged posts
- Influencers - hybrid of experts + peer credibility
Why does Social proof theory work in Digital Media?
Consumers are more likely to trust and follow influencers or people using/endorsing a product.
Why Parasocial Relationships matter in influencer marketing
Audiences often follow influencers for years and feel connected to their lifestyle, values & personality.
Keyword: Trust & Purchasing Behavior
Convergent
Coming closer together
Media Convergence
Different types of media come together on digital platforms like websites, apps and social media through digitization and networking.
Gulf News: Example of Media Convergence
Gulf News having both printed edition and an Instagram.
Online PR
How brands manage their public image & communication through digital platforms.
It includes digital press kits, press releases on sites, social listening, crisis management, SEO PR
Online PR in UAE Examples
- EXPO2020 PR Team using YouTube, X, and Tiktok to issue daily updates.
- Dubai Police using X & Instagram for public announcement and brand image.
- FlyDubai publishes press releases and PR Campaigns in Arabic and English.
E-Journalism
breaking news, multimedia storytelling, live updates
