Date: 22nd October 2018

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Date: 22nd October 2018

What is GITEX?
GITEX ("Gulf Information Technology Exhibition") is an annual consumer computer and electronics trade show exhibition, and conference that takes place in Dubai, United Arab Emirates at the Dubai World Trade Centre. Its exhibitions in the Middle East have attracted numerous participants, most notably in 2009 when Microsoft released Windows 7 with 150,019 people present.
GITEX 2018

It is the 38th Technology Week which took place during OCT 14 – 18, 2018 at Dubai World Trade Centre. The Department of Sharjah eGovernment announced that 36 government departments in the Emirate will be taking part in the upcoming GITEX Technology Week 2018.

The Middle East IT spend is set to reach $212.9 billion in 2016, a 37 per cent increase from the previous year, adding that nearly 22,000 CEOs from top corporations attended the 2016 event.
Why I attended this exhibition?


1

I did not want to miss out on thought-provoking keynotes, engaging presentations, successful case studies and realistic insights on how latest technologies like AI, Blockchain, IoT, Robotics, digitalization and more is transforming core verticals like Digital Marketing, Healthcare, Retail, Smart Cities, Energy, Finance, Transport & Logistics, and Education
2 I wanted to be there to benchmark, learn and network with 100000+ attendees, 22000 decision makers, 800+ global & regional startups, 150+ speakers and more from 140+ countries around the world
3 Explore how game changers in your vertical reduce huge operational costs, increase revenue, and improve operational efficiency with the latest & cost effective technologies.
4 Discover how technology is going to revolutionize every facet of your industry
5 Experience mind boggling solutions from 4700+ exhibitors from around the world.
Major Focus and goal

Digital Marketing Vertical Conference which included lots of panel discussions with experts from google, facebook, Vodafone and other big players in the digital market world. In addition to that, there was a good share for major social media influencers (fashionestas) in the UAE. It also included live case studies tackling the rapid change and influence of the digital marketing and how it is affecting our lives and can greatly impact (positive or negative) our businesses.

I will add below the agenda of that day and after that I will summarize my important key learnings and notes that I came back with.
Learning never exhausts the mind
Leonardo Da Vinci
1

Statistics say that, on average we check our mobile phone between 150 and 250 times a day. (I will start checking and counting).

2 Do not spend money on ads unless it is trackable
3 Content is still KING even in social media
4 94% of people visiting your website are not seeing your homepage anymore.
5 Consumer trust in business is down 10 points from 2017
6 42% of responders saying "I don't know which companies or brands to trust"
7 More than 90% of consumer data flowing through marketing systems is either outdated, inaccurate, irrelevant or collected illegally.
8 What is GDPR: The General Data Protection Regulation (EU) 2016/679 ("GDPR") is a regulation in EU law on data protection and privacy for all individuals within the European Union (EU) and the European Economic Area (EEA). It came into force on May 25th, 2018. It addresses the export of personal data outside the EU and EEA areas. The GDPR aims primarily to give control to individuals over their personal data and to simplify the regulatory environment for international business by unifying the regulation within the EU.
9

Three types of data collection:

 

First Data Party: where data is collected by a company directly from its customers.

Second Party Data: here its similar to First Data except that the original company is sharing its data directly with a second party.

Third Party Data: Where data is collected from customers by a company that isn't directly involved in the transaction.
10 There is a big shift from 3rd part to 1st party data: 61% of senior marketing executives expect to use less 3rd party data post GDPR.
11 Garbage In, Garbage out: your analysis is only as good as your data.
12 Companies need to be more transparent about the usage of information they collect.
13 Regulation similar to GDPR will only accelerate and we will soon hear more about that.
14 Data freshness is crucial and it differs based on the sector, products and services provided.
15 Multiscreen is mainstream: 94% of people keep a smartphone on hand while watching TV.
16

By 2020:

1 Over 50% of the connected world will be making online purchases.
2 Over 75% of the world's data traffic will be video.
3 Over 75% of US households will have smart speakers (Alexa and her sisters)
4 Over 3 billion people will gain access to mobile
5 Global Mobile ad spend will surpass that of the TV for the first time (Mobile ad spend 38%, TV ad spend 33%, other 18%, other digital 11%.

 
17

In facebook ads,

Engagement does not measure success : On average, fans spend 2.21x more than non fans. However, will account for only 1% of total sales. Which means, purchasing increases with the duration of the tenure.
. Clicks are not a proxy for sales: There is no correlation between CTR and ROI.
. Clicks does not drive brand KPIs.
. Duration now is becoming the new click, the new measure of success (we require 13 milli second to process an image and understand what is in an image
. Reading words: Before it was 300 words per minutes, now it is around 500 words per minute.
. Video length is also not a proxy of success: 52% of video sales lift is driven from video impressions that are short view.
The more I learn and know, the more I want to know more, and the
more I know that I don't know
Ali Hammoud
Conclusion and a small advice
Two main conclusions can be mentioned:

It was my second Gitex visit and definitely won't be the last, usually I am asked if the money paid for attending such conferences is worth it, and if it deserves all the noise they are making about it. Well, I can assure its great importance in:
 

 

 

1- Changing my mindset into a more future-visionary one,

2- Highlighting the latest changes and improvements in the areas of discussion,

3- And I would say: If you are not going to be a part of the future and cope with it then you may not find your place neither in the present nor in the past.

Blockchain was present in the digital marketing panel discussions, It was When one of the panelists who is an expert in digital marketing was asked what's the most exciting specific piece of Tech that is coming to life in the world of marketing in the next 6-18 months? He answered ......."Blockchain"...

Yes, even in digital marketing we will have "Blockchain". I notice that many (including myself) don't understand clearly the practical implication of Blockchain on and in our businesses and organizations, however I am sure of one thing, Blockchain is coming very soon and the future is Blockchain.


And here is the advice...

With all the changes taking place, whether it's in the market or in the consumer taste, preferences and behaviors. I can provide a small advice: If you are in a leadership position in the organization where you are working, then you will need to know minimum the basics of digital marketing techniques and strategies, and if you don't then you might be hurting the company in a way or another without you knowing that.

https://www.gitex.com/vertical-days-agenda-fmhk
https://en.wikipedia.org/wiki/GITEX
https://www.gitex.com/