Ask any advertising, marketing, or media professional about the state of Jordan’s marketing communication industry today, and they’ll all tell you more or less the same thing: we’re undergoing major changes. While some of these shifts have been happening gradually over the past several years, many of them were accelerated in the wake of the pandemic. Digital spaces have become a priority. Target audiences are more segmented and focused. Ad budgets have become less rigid. Lines between communication practices have become blurred.

Everything about how local consumers connect with brands is changing—and for businesses across the Kingdom, it’s important to engage on the terms of your customers and stakeholders. Here are three easy ways brands can elevate their marketing efforts and forge lasting connections with their target audience:

Unify and Streamline Your Communication Efforts

It can seem useful to draw clear lines between different marketing communication practices, separating digital and social media marketing from traditional channels like TV, radio, and out-of-home. After all, the way you communicate varies depending on the medium and the audience.

But while many brands seem to be increasingly splitting their creative implementation into separate digital and non-digital tracks, the problem with this kind of segmentation is that it often results in fully siloed communication practices. And in trying to apply completely different approaches to different channels and media, many companies inadvertently create inconsistent brand voices and mixed messages.

Part of the solution, of course, is to make sure that your communications are unified under a single strategy. But the truth is that it takes more than that: both strategy and implementation need to consider the entire customer journey, creating a seamless experience that is consistent, but not repetitive or out-of-sync. Understanding your audience’s mood and expectations at different touchpoints is crucial, so that you can connect with them more meaningfully—and more effectively guide them along the desired customer journey.

This is precisely how MENACOM’s own VMLY&R Amman understands and applies integrated communication. By investing in consumer behavior tools and data, the agency can create a seamless brand experience that is intelligently reflective of different media and touchpoints. But even more importantly, it allows VMLY&R (and other agencies in the group) to enhance the user experience, so that they can…

Deliver Personalized Customer Experiences

While your brand image and messaging should be consistent, your customers’ experiences need to be more variable. Modern consumers (and especially Gen Z) have acquired a resistance to one-size-fits-all marketing: they know when they’re being sold to, and when they’re being treated like part of the masses.

Thankfully, brands in Jordan have been quick to recognize this need to deliver a more customized consumer experience, and are increasingly engaged in more targeted audience segmentation. In addition to splitting their audiences into more refined segments, businesses can further personalize the customer experience in numerous ways. For one, companies can leverage the power of data and digital innovation to gain rich insights into consumer behaviors, developing detailed customer profiles and creating customized channels for digital engagement.

For retail brands, opportunities for personalization are even greater, as digital insights and technologies are increasingly being used to add value to the customer experience across all touchpoints. These advances in retail marketing capabilities are what led MENACOM Jordan to launch its newest agency, Interface, which is entirely dedicated to delivering an unprecedented range of retail marketing services for brands across the Kingdom—all with the goal of making the customer experience truly unique and memorable.

Measure, Measure, Measure

Even with the fast-paced, ever-changing nature of digital communication, there’s still a trend in the market toward rigid media planning: once brands have set their media plan in motion, they’re often hesitant to stop, measure, and adjust accordingly. But one of the distinct benefits of digital content is the unprecedented access to data and insights—and the ease of pivoting in efficient, effective ways.

This is precisely why measurement should no longer be an incremental or occasional practice: it should be continuous. As MENACOM Jordan’s media agency, Wavemaker Amman has long been leading the way when it comes to data-driven insights. By cleverly utilizing top-notch data and engaging in continuous measurement practices, the agency’s clients are able to make their marketing and advertising budgets go much, much further—while simultaneously enjoying a better return on their investments.

And, at the end of the day, the goal of modernizing your marketing communications should be just that: helping your brand better connect with its customers in a more cost-effective manner.