MIMI NICKLIN, RAPP DUBAI, DISCUSSES THE IMPORTANCE OF CUSTOMER NEEDS ANALYSIS

"Technology and data analytics should be seen as enhancements of marketing techniques, rather than as replacements. Taking an empathetic view of consumers’ needs and communicating with them in a way that proves they are recognized as individuals is equally, if not more, important in creating effective customer engagement. It’s not just about value; it’s about values, the company stated.

In a recent interview, RAPP, a part of the Omnicom network, reinforced that if an organization stands for something that people can relate to and can engage with emotionally, people will support the brand more passionately and are much more likely to act, follow or buy."

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