Mido Chishty, a solution-focused business leader, marketing executive, and innovator gives his no-nonsense take on exactly what today’s marketers need to do to be successful.
Mido is CEO of Your Marketing Chief, where he engineered the FUZN marketing system. He has worked across a whole host of different sectors, holding several senior marketing roles organisations such as Nestlé, Procter and Gamble, Unilever, PepsiCo, First Abu Dhabi Bank (FAB), and Abu Dhabi University (ADU).
Mido, storytelling can be an incredibly powerful way to connect to with the modern consumer. Why do you think this is so true today and how has AI enhanced this process?
Absolutely! Stories are ways in which we can connect with consumers and how they can connect back. They help form relationships. It is important today as devices and tech have brought people and communities together whilst also driving them apart. Hence stories help to balance the real from the pseudo. In Middle Eastern culture stories and oral traditions formed a channel or tribal expression that could be passed down generation to generation. Now with devices we need meaningful stories that showcase authenticity to consumers.
AI has enabled content to be produced at pace and with unlimited vision as new landscapes and designs can be created instantly. We must look at AI as a tool and not as a solution as it can enhance our own skills if used correctly. So rather than get lazy with AI lets get empowered.
What is the single biggest change AI has made to the work of a digital marketer and how has this impacted you personally?
AI has increased speed and it will continue to evolve until it works in sync with our very thoughts. Digital marketers can better cut through the data and enhance segmentation, customer journeys and content.
Media plans can be enhanced and hence improve ROI. Intuitive apps, websites and the like make for enhanced CX which can have a valuable impact. Personally as a tech geek I love playing with AI apps and services and have found many useful. I do think over time the subscription model that a lot of AI companies are churning out won’t work so well as using AI is not like streaming content on Disney+. A more a la carte and unified approach across AI platforms will be a better fit.
How would you describe a successful marketing approach that appeals to the next generation of consumer?
As the next generation is super important for the future of the region, especially in KSA and UAE we need to fully understand their hopes, dreams and habits. Segmentation and mapping consumer and customer journeys are key. Then joining the dots together through Big Data, CRM and Martech needs to happen. Make the CTO your best buddy now.
What is the biggest piece of advice you can give to marketing leaders in the Middle East right now?
In the challenging 2024 landscape I would suggest focusing on short term results – revenue and ROI. Leave out the fancy schmancy stuff for now. Also, be sure to engage your stakeholders and make them feel heard. There will be a lot of finger pointing at marketing this year so the best thing I can say is be ready
Finally, there are so many exciting things happening across industries right now due to the rise of next gen technologies. What are you most excited to follow in the next 12 months?
Well this will be a roller coaster year and if we can make it through the first half we will enjoy the ride in the second half especially towards the USA election time as showing a better picture gets more votes. I am excited to see continual developments in marketing leadership, AI and sustainability. In addition as a gamer and esports expert the rapid growth of games will continue to accelerate in Riyadh and Abu Dhabi and its been exciting for me to link Gamification with AI and marketing as things continue to evolve. Game On…
