AppsFlyer MD on how to drive growth in ‘new normal’

AppsFlyer MD on how to drive growth in ‘new normal’

Paul Wright, Managing Director UK, FR, ME & Turkey at AppsFlyer, discusses the importance of adapting your marketing strategy to meet the demands of the 'new normal' business climate.

With vaccines being rolled out across the UAE, businesses have started the work of rebuilding for the 'new normal'. For many, this will include reclaiming lost ad spend and adapting their marketing strategy to navigate new challenges.

At a time when brands are still taking a hit to their marketing budgets or possibly just starting to recover from cuts, it is more important than ever they minimise costs and tap into innovation and creativity to drive growth. But this can feel overwhelming when your budget is limited - how to start, where to begin?

A great example is Snapchat, which has debuted its first brand-facing campaign - using innovation and creativity to draw advertisers' attention to its ad products.

The Snapchat campaign was created in-house with a limited budget, with the innovative decision to target marketers directly for the first time in a B2B campaign.

Snapchat's parent company experienced a tough quarter in which brands cut spend