Below The Fold - Marketing & Advertising Show

Join us in this engaging episode of 'Below the Fold,' where we dive deep into the world of SEO with experts Joe Maksoud and Ghais Tounsi. Learn about the importance of on-page and off-page SEO, technical SEO, the impact of AI, and current trends in the industry.  Discover how to optimize your website, the role of social media, effective keyword strategies, and the collaboration between SEO and pai...

In this episode of 'Below the Fold,' Mohamed and Ibrahim dive into the dynamics of data in marketing. With Mohamed's extensive background in advertising and customer experience at Oracle, and Ibrahim's expertise in programmatic marketing, they discuss how data usage has evolved from the 80s to today's generative AI.  Topics include data unification, customer engagement, the shift from DMPs to CDPs...

Welcome to Episode 8 of 'Below the Fold'! Join us as we explore the digital marketing industry with Steven, a digital transformation veteran who's spearheaded some of the coolest digital and tech projects around the region. Steve and I discuss Digital Identity Graphs—why they matter and how they enhance marketing strategies.  Steven shares insights on merging data sets to understand customers bett...

In this episode of 'Below the Fold,' we dive into the fascinating world of neuromarketing. We discuss how neuroscience shapes marketing decisions, uncovering the unconscious factors guiding consumer choices and new techniques emerging in the field.  Our conversation explores the impact of colors, emotions, and sensory triggers on marketing strategies and consumer behavior. We also touch on ethical...

In this engaging episode of Below the Fold, Claudius Boller shares his extensive journey from creating his first business during school to holding key positions at Universal Music Group and Spotify. He elaborates on the evolution of audio consumption, highlighting how music streaming and podcasts have transformed the industry.  Claudius also discusses the vibrant podcast ecosystem in the MENA regi...

In episode five of "Below the Fold," Ryan Fletcher, who oversees digital data and technology for Initiative MENA, joins the show to discuss the current state of performance marketing and data analytics in the region.  The discussion encompasses several key themes: the dichotomy between waiting for a perfect solution and utilizing iterative data, the application of AI in performance marketing, the...

In this episode of Below the Fold, we welcome Emad Doughan and Ksenia Alekseeva to discuss the importance of cultural relevance in content marketing within the MENA region.   Emad shares his journey and insights on challenges like the lack of local representation in content libraries. The guests delve into how AI is transforming content creation and marketing, while emphasizing the need for human...

In the third episode of Below the Fold, Ibrahim Jabri is joined by Yara Nassif, business director at Starcom, to discuss the characteristics and marketing strategies surrounding Gen Z.  Yara Nassif dives deep into the background of various generations, emphasizing the digital-native nature of Gen Z, their unique traits, preferences for authenticity, inclusivity, and transparency. The discussion hi...

This episode of Below the Fold podcast features an engaging discussion on the current state and future of e-commerce. Host Ibrahim Jabri and guest Jad Sfeir, Principal at 6TIUM, along with Zena Kettaneh from Publicis Media, delve into the mainstream adoption of e-commerce in their region, highlighting both advancements and challenges. Including the growth of e-commerce, alternative payment options...

  In the premiere episode of Below the Fold, we dive deep into the transformative world of performance marketing. Join us as we explore the vital aspects of mindset and skill sets essential for hiring, the intricate landscape of modern marketing, and the unique challenges faced in the MENA region.  Our special guest, Elie Milan, Chief Performance Officer at Publicis Media, brings over a decade of...