Connecting with offline consumers: The trends and tactics Middle Eastern businesses should consider for successful marketing campaigns

By: Karam Malhotra, Partner and Global Vice-President, SHAREit Group

In today’s evolving technology-first world, the connected consumer effectively lives on digital platforms, surrounded by connectivity devices and active on real-time communication tools. While connected consumers may range from young digital natives to full-time working professionals and their interests and demands vary – commonalities in their behaviors are also apparent. Mobile devices have propelled them into a new dimension, one where they could be reading on their phones during transit or checking product reviews when face-to-face with store sales representatives. Without question, connectivity is a constant state of being, applicable to many millions of people. However, what’s equally trueis that another segment has, to date, remained traditional: the offline consumer.