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Technical HR vs. Strategic HR: Are Both Essential?


By Lyndsey Mclaughlin

Over the years, the function of HR has increased significantly from basic personnel administration to an imperative department within every organization. Even in small organizations, there will be some kind of HR function, even if is outsourced on an as and when required basis. HR are now responsible for recruiting key talent into the organization, managing employee relations, and generally improving the success of the business. In many cases, businesses would fall apart without the support of HR. In general, HR is composed of both technical and strategic HR.

Technical HR

HR is responsible for managing employee pay and benefits, which can be very complex. In order to do this effectively, it could be argued that there is the need for strong strategic HR support. Strategic HR is concerned with implementing and managing policies and procedures, as well as being able to answer complex questions from employees. A strategic HR will constantly monitor the financial side of HR, to ensure the company remains competitive and that improvements are made along the way.

Strategic HR

On the other hand, strategic HR focuses on managing the recruitment process and taking care of the employment relationship. Strategic HR will focus on the overall goals of the business and develop training and performance to ensure staff are aligned with business goals. They will also be involved in managing any changes within the business.

Do we need both?

The need for both would depend on the size of the organization. Strategic HR is necessary for any organization, as it is imperative that recruitment is managed effectively and that employee relations are kept at a high standard. These essential functions will ultimately determine the success of the business. A large organization, however, will have the need for both strategic and technical HR, as they will have a large number of employees, all working in different roles and with different benefits. A small organization will probably have terms which will apply to all staff across the board, so there will be less of a need to have both strategic and technical HR in place. Strategic HR, however, is essential.

Whether you are looking to develop your strategic or technical HR, or both in your organization, it is worth considering offering staff the opportunity to pursue the SHRM-CP or SHRM-SCP certification program. This can help staff to learn valuable information regarding policies, recruitment and talent management.



5 Marketing Skills Every Blogger Needs to Master


By John Alexander Adam

The stratospheric rise in profile and influence of top bloggers in the Middle East means that there has never been a better time to be a blogger in the region. Brands are clamoring to team up with well know bloggers across a wide variety of different styles and interest areas. Their support and desire to gain exposure to the followings of established bloggers has meant that many of them can now afford to employ specialist online marketing experts to help them popularize their blogs even more effectively. The flipside to the increased status and influence of bloggers in the Middle East is that it is also harder than ever for new bloggers to break into the exclusive club that brands want to be associated with.

But don’t despair! Almost every industry has its established titans and agile, fresh newcomers still succeed in breaking through and establishing their own position. This can be done by either usurping the position of a bigger, more established player who has become complacent or because the market is growing and there is room for more participants. Aspiring bloggers can hold onto the hope that they can build their own following big enough to have brands chasing them for either reason, or a combination of them both. Blogs as an alternative media format are growing in popularity generally, particularly in the Middle East, meaning there is room for newcomers to take a share of the audience for their particular niche if they can produce the right quality of content. Ambitious new bloggers can also arm themselves with the marketing know-how and skills to give them an edge in what has become a competitive industry.

It’s no use having great content if potential followers don’t get to see it in the first place. By putting in some time and effort to master these 5 key marketing skills you can give yourself what could be a crucial edge on your competition when it comes to growing your blog!

Social media marketing

The explosion of social media platforms such as Facebook, Twitter, Instagram and LinkedIn has not taken place over a parallel period of time to the growth in blogger influence by coincidence. In many ways they have gone hand-in-hand, with social media one of the most powerful platforms for popularizing your blog’s content and reaching new audiences.

Posting all of your blog posts across relevant social media channels both keeps your current followers involved and interactive, as well as helping reach new people. However, if you really want to make the most of the leverage the social media platforms can provide, take things to the next level by harnessing the power of some of the great analytics tools out there. Products such as Sumall, Falcon and Meltwater can give you the comparative data insights on how your social media activities are performing which will allow you to optimize your efforts and get ahead of competitor blogs.

Tailor Different Social Media Profiles

Each social media platform is different and requires a different approach to maximize the benefits they can bring to your blog’s growth. It’s not a one-size-fits-all approach, or shouldn’t be. Facebook is a great place to show some of your personality, with Twitter the focus should be interaction and LinkedIn requires a more serious ‘business’ face to your profile. You need to learn what works best on which platform and have different profiles on each social media platform that reflect that to make the most of them.

Learning how to use different analytics tools and exploring the science behind tailoring your approach and image to different platforms can give you a great competitive advantage.

Search Marketing

Most bloggers don’t start out thinking that SEO and other search marketing techniques will be crucial to how successful their blog becomes. It’s all about the quality of your content, right? Well, right, and not so right at the same time is the answer. Of course you need great content but the key to success is exposing as many people to that great content as possible and that’s where search marketing skills play a key role.

Understanding SEO techniques such as analyzing potential traffic for particular keywords relevant to the audience you want to attract, how to rank for them and understanding how realistic that might be can give your blog a massive boost. If you write book or film reviews, you probably can’t practically hope to come up in the first organic positions for ‘book reviews’. But you might be able to rank for long tail keywords such as ‘independent book reviews’. There may be less overall traffic for such long tail terms but it’s traffic you can potentially get and if you learn what to do to find good, relevant long tail keywords and how to rank for them you could give your traffic a massive boost!

Optimise Your Blog

A follow-on from the previous point is to understand how to put your blog together from a technical point of view so it is optimized both for your readers as well as Google bots. We’re not talking about becoming a programmer here but you do need to learn how to customize the blog platform you use to adapt layouts to reflect best user experience practices.

And you need to learn about the science behind user experience. It’s not airy fairy but based on real statistical analysis on how users respond to different layouts, advertisement placement and a hundred other little things that can make a real difference to both how many followers you retain and how effectively you can monetize. And you need to make sure your blog is friendly to Google bots so they can easily move around it, see what content you have and rank it for Google searches.

Simplify subscriptions

Again a natural progression of the previous skill set, there is marketing science behind turning traffic into registered followers of your blog in the most efficient way possible. The success of a blog can live or die on your conversion ratios from visitor to follower and it is followers that makes the brands sit up, take notice and start to want to be associated with your blog.

Do you know what statistical difference it might make where exactly you place your subscription buttons, the calls to action you use and how simple the procedure is? It can be massive and it’s something you should be motivated to learn about!

Putting in the effort to acquire and develop online marketing skills is crucial to anyone who wants to become a successful blogger, regardless of their niche or area of interest. Almost without exception the top bloggers are both great content creators with their own bold and articulate voice and personality and fantastic marketers. It’s the combination that separates them from the crowd.



Why organizations need CMAs


By Rebecca Langdon

We all know that the days of organizations surviving based on tactical decision-making is over. Strategic decision making must be core within an organization if it is to prosper in today’s tumultuous and rapidly changing environment. The days of keeping some functions in the rhetorical basement are over. Teams such as marketing, accounting, HR, and operations, are now seen as having essential seats at the table when an organisation is strategizing. I believe that management accountants, particularly CMAs, are being seen increasingly as a key contributor to strategic decisions.


  1. The numbers don’t lie

I say this with some jest, as of course there are instances where numbers can be misleading. However the feasibility of all strategies is dependent on the cost model, i.e. what is it going to cost to implement, and what will the return be in the short, medium, and long term. A management accountant has the requisite skills to profile the costs associated with a strategy.

  1. Performance management

A key part of the CMA syllabus is performance management. This covers performance evaluation, variance analysis, and use of key performance indicators and balanced scorecards. CMA’s are trained to produce budgets and then measure deviations from those budgets. To ensure monetary control of strategies, budgeting and forecasting is of fundamental importance.

  1. Decision making

Another element of the CMA syllabus is decision analysis. This teaches the budding accountants to use financial data to perform analysis for the decision making process. This includes a number of tools and techniques which all contribute to strategic decisions, such as cost volume profit analysis, marginal analysis, make vs buy decisions, and pricing methodologies.

  1. Financing decisions

Many new strategies will require financing. This may be from internal funds, or perhaps a new funding round, or maybe a bank loan. There will be a piece of analysis that needs to be undertaken to ascertain which type of finance best suits the particular strategy. CMAs are trained to undertake this analysis, underpinned by the key concept of risk and return. They also have an operational understanding of short and long term financial management, in addition of the pros and cons of major financial instruments.


Above are just 4 of the reasons why CMA qualified professionals are so fundamental to the strategic decision making process within an organisation. There are of course many more. It is positive to see that there has been a seismic shift in the last decade in terms of how accountants are viewed and if you are interested in undertaking the CMA qualification, have a read through the content here.


CPA vs. CMA: Which One’s For You?

The two professional designations CPA (Certified Professional Accountant) and CMA (Certified Management Accountant) both offer a route to higher earnings and a career path with great prospects, so knowing which one to pursue can feel confusing. While they share some things in common, they are also quite different – read on to find out what sets them apart and which one could be right for you.

Who’s who

CPA is a globally recognized certification to practice public accounting and auditing but is licensed by US state boards of accountancy. Students from abroad generally choose which US state they want to apply through, and each state has its own requirements to meet. The CPA is an in-demand certification in the accountancy field.

CMA is a global credential, which indicates that its holder is versed in areas such as financial planning and analysis, cost accounting, budgeting and forecasting, and financial reporting. Generally it distinguishes professionals with a finance and accounting background as suitable for positions such as financial, business or systems analyst.

Similar, but…

What the two designations have in common is both involve passing a series of exams, as well as requiring the completion of educational and professional experience.

The CPA consists of an exam in four parts - Auditing and Attestation (AUD), Business Environment and Concepts (BEC), Financial Accounting and Reporting (FAR), and Regulation (REG) - all of which must be passed for success. In total they represent 14 hours of testing and must all be taken within an 18-month timeframe after taking and passing the first part.

The CMA is a two-part exam spread over eight hours and all parts must be taken within three years of joining the CMA Program. Although at least two years of professional experience in management accounting or financial management are required, you can sit the exam prior to satisfying these requirements. Proof of work experience must be provided before CMA certification is granted, though.

What’s your background?

To qualify for the CMA a bachelor’s degree is required. This makes it somewhat of an easier option to those who have a background in finance, marketing or economics but who don’t meet the CPA requirement of a substantial number of accounting hours/courses needed to sit the exam. Most US states require a total of 120 credits hours to be able to sit for the exam, or 150 hours of coursework to obtain the license (in addition to a bachelor's degree).

How easy is it to pass?

In the Middle East the CPA has an approximate pass rate of 40% depending on the section taken (the FAR and REG sections have a pass rate slightly above that). Globally the 2014 pass rates for CPA ranged from 46.35% for AUD up to 55.46% for BEC.

CPA pass rates may sound disheartening but they’re actually much higher than those for CMA. According to the Institute of Certified Management Accountants, pass rates for the CMA in the Middle East and Africa were 21% for Part 1 and 37% for Part 2 in 2014. That compares with a respective pass rate of 35% and 49% globally over the same period.

How will certification boost your earnings?

If you are wondering whether the investment of pursuing CPA accreditation is worth it, one answer lies in the salary expectations. Research shows that professionally certified accountants can expect to earn anything from 5% to 15% more than uncertified accountants. A newly qualified finance accountant in the UAE can expect a basic salary of around US$5,000 per month, according to Morgan McKinley.

Following two comprehensive surveys in 2010 and 2012 of current and prospective CMAs in the Middle East, the IMA revealed some interesting figures. Firstly, it noted that annual basic salaries for CMAs had risen by 77% since 2010. The median annual basic salary came in at US$21,250 in 2012, but with a wide disparity when looked at on a country by country basis. In the UAE, for example, this salary had an average of US$57,500, while in Egypt the average salary was US$6,610. Putting geography aside, perhaps the most eye-catching piece of information is that CMAs earn 50% more in salary than non-CMAs. According to the report, “the benefits of CMA certification can be very substantial” and “the difference in pay between CMAs and non-CMAs is even more striking when work experience is considered”.

Which is more popular?

Just a look at the numbers will indicate that CMAs are much rarer than CPAs: there are 20,000 CMAs worldwide, a small drop in the ocean compared to the more than 300,000 CPAs in the United States alone. But the accreditation should not be looked at in terms of popularity, as either of the two signifies that its title holder is distinguished in his or her field. Whichever you choose, you can be sure you are pursuing a certification that opens up growing opportunities in professional fields that are increasingly in demand.

Still not sure which one's for you? Schedule your free one-on-one consultation session to find out!


Time is Money – But Why?

By Luci Iley

We all know that time is valuable, and, as the saying goes, ‘time is money’. But what is it that makes us equate time with money, rather than other valuable items?

The basis of this come from the business industry, where every minute and every activity counts towards the ultimate aim of generating a profit – any time lost results in a loss of profit for the company, so how can we make sure that our time – both professional and personal – is used in the most efficient ways?


Making the Most of Your Time

Understanding the value of time is an important first step to using it wisely. Spending time doing productive activities is the best way to utilise time to your advantage, but that does not mean that your life has to be all work and no play. Valuable ways to use your time include; taking time for yourself, looking after your own mental and physical wellbeing, spending time with family, friends and loved ones and getting enough sleep.

The best way to make sure that your time is used wisely is to form a routine, so that insignificant tasks become automatic and do not use too much energy to complete – saving the rest of your time for more important activities.


Learning to Prioritise

                Prioritisation can be difficult for many people – having to decide which tasks are most important, when they are all due to be completed soon can feel like an impossible riddle to answer – but it does not need to be that hard.

Segmenting your time each day can be a major help when it comes to prioritisation. If 9AM-11AM and 12PM – 4PM are set as ‘work’ time – then work-related tasks become a higher priority than household chores. Whereas, if you have set 6PM-9Pm as ‘family’ time, then helping your children with their homework should be placed above checking your e-mail during those hours.

Many of us, when faced with a big opportunity, will automatically think of all of the reasons to say ‘no’. Retraining yourself to find time to take these opportunities will open the door to bigger and better things in your future, so learn to say ‘yes’ and fit the important opportunities into your schedule. Making time is better than regretting a lost chance at success.


Taking note of the above tips can really improve your overall efficiency and make you more productive when you need to be. A Morgan Itl. Course may be the big opportunity you need to increase the value of your time and help you toward success.



So You Want a Career in Supply Chain?


By Rebecca Langdon

This particular career has many job titles, some doing the same job under different names, and of course, many different variations. To name a few; procurement manager, procurement analyst, supply chain manager, contract manager, sourcing manager, vendor manager, and the list goes on. The one thing they all have in common is that the day to day job involves the management of the supply chain, whether holistically or just one particular element. An individual who is interested in undertaking any one of those roles, and wants to keep their options open, would be encouraged to undertake the CSCP accreditation. The reason being that it covers a wide breadth of material compared to other courses, which equips the candidate with a broad skill set when they are looking for an exciting new role.

What will you learn?

The syllabus is broad, so there is always something to keep you interested. The core areas are:

  • Supply chain design
  • Developing the supply chain strategy and designing the supply chain
  • Supply chain planning and execution
  • Procuring and delivering goods and services
  • Managing supply chain relationships
  • Managing reverse logistics
  • Supply chain improvement and best practice
  • Standards, regulations, and sustainability
  • Managing risk
  • Improving the supply chain

In Summary

The CSCP programme is the most widely recognized educational program for operations and supply chain management professionals globally. It is easy to see why, and if you are interested in finding out more then please contact us at Morgan, or take a look at the website.


When Project Management Meets Change Management


By Lyndsey Mclaughlin

Changes are inevitable within any organization and these need to be managed effectively to ensure they don’t adversely affect the business. Some typical types of changes are a merger with another business, rebranding or downsizing. Project management provides the structure to ensure this happens, while change management focuses on the people side of the change and how it will impact on individuals and departments. Change management and project management are most efficient when they work together for the good of the organization and it is important for project managers in particular to understand this. When project management meets change management and they work well together, there are many benefits.

Common Goal

In order for a project to be completed successfully, it is essential to have the support of staff and this is where change management and project management can work well together. If change management is implemented effectively, staff will be supportive of the change and thus, the project will be more likely to be successful. Everyone is working towards a common goal, which is essential for a project to be managed effectively.

Identify Risks

Any change can cause potential risks to a business and through combining change management and project management, these risks can be identified quickly and the overall impact of this on the business can be determined. Project managers can incorporate these risks into the management of the project and ensure the negative impact is minimalized.


Change management ensures employees know what to expect from the change and how it may impact them. For example, if the organization is merging with another company, change management would ensure that employees know how this will affect them and will be communicated with throughout the change. When the two work together, the project team will be aware of reactions to the change and will be able to integrate this information into managing it successfully.

Considering a career in Project Management? Why not explore our PMP course outline.


A Brief Guide to Stock Price Changes


By John Alexander Adam

The factors that impact the value of a company’s stock can appear a complete mystery to the uninitiated. How can tech companies yet to make a profit, or even break-even, achieve market capitalizations in the billions? And why do investors pay more for stock in some companies making far less money or profit or both than others? Stock market valuations are complex. Companies in different industries and with different kinds of activities are valued in a different way as are companies at different stages of maturity. Even the experts don’t always agree on exactly how or why to value different companies in different ways. But that is also part of the inherent competition of trading and investing in the stock market. To be successful, anyone buying or selling stock must decide on the direction the value of that stock will take before it does so. While hundreds of whole books have been written on the details of the many factors that can influence the direction of stock prices, here’s a few of the main ones described in brief.

Fundamental Valuation

A company’s fundamentals are the most traditional way to value it. Fundamentals include the company’s revenues, profit margins, operating costs, assets and liabilities. They pay no attention to current popular sentiment around the company and look at only the hard, stripped down facts of its current financial strength. If investors believe a company’s fundamentals are strong or weak in comparison to its current stock price this will, over the longer term, influence the trend of its share price up or down.

Technical Analysis

Technical analysis of a company’s worth is almost the opposite of a fundamental valuation. A technical assessment of stock price focuses on patterns in buying and selling behavior. By looking at charts and applying different theoretical principles, investors believe that the past pattern of the stock’s price provides a good indication of its future direction. Technical analysis often becomes a self-fulfilling prophecy with short term traders controlling vast sums of money following technical analysis principles. As a result, when a trend starts to take shape billions of dollars start to be placed on that trend, either through the buying or selling of stock, which drives the market further in that direction. This relies on the principle of interpreting general investor sentiment and tends to mainly impact stock price valuations in the shorter to medium term.

Market Share

If we go back to the example of companies being assigned huge values while making little or no profit, the main reason for such seemingly ludicrous valuations is their market share, or rather, the growth trajectory of their market share. It could be an entirely new market the company is creating for itself, such as in the case of social media giants Facebook and Twitter, or it could be an existing market they are making quick inroads into through an innovative approach. While not yet listed on the stock exchange, currency exchange and transfer service TransferWire is a good example of the latter. Investors will look at a company showing significant growth or loss in market share and be ready to pay a premium to get in on what they expect to be the next big thing, or take a hit by selling out of a company they consider to be on the decline.

Wider Industry Sentiment

The stock price of companies can go up or down due to investor sentiment towards the wider industry they are a part of. Finance and banking stocks for example often show valuation trends up or down without any actual change in the company’s profit, loss or market share because investors because investors believe an external factor such as a change in interest rates will impact the entire sector. Another example could be new technology meaning investors fear what a particular group of companies does could soon become obsolete.

Economic Shocks

Investors are a nervous bunch and any big shocks to the financial system, or geo-political disruption, tends to send them scurrying for the exits. When the financial crisis hit in 2007-08, stock prices crashed across the board. In theory, companies whose main activities are focused on basic goods and services, such as utilities companies, manufacturers of staple food products and so on would not see demand for their products reduced as a result of lending constraints on banks. We might choose not to buy that slightly pricey bottle of wine when things get a little tight but do we eat less bread or sit in a cold house? Nonetheless, history shows that such shocks impact general investor confidence and stock prices fall in unison, regardless of what the companies do.

There are other factors and many more sub-factors that influence stock price changes and predicting them is so complicated as they work together, pushing and pulling prices in different directions simultaneously. However, the five listed here are a good starting point that a majority of influences can be traced back to.

If you would like to improve your understanding of business and finance, why not take a qualification such as the CFA® Program! Morgan International offers a number of different professional finance, investment and accounting qualification programs at locations across the Middle East.


Essential Soft Skills to Attract Hiring Managers


By Lyndsey Mclaughlin

Soft skills are general skills which are more about social capabilities than technical ability. They are characteristics and attributes possessed by candidates which can help to determine their overall ability to perform well in their role. Although soft skills can be taught, it is not as easy to do this as it would be for technical skills. For example, some candidates will leave University with great technical skills, however, through a lack of experience in the working environment, they may not possess the necessary soft skills. These are some of the most important soft skills which attract hiring managers.


Although it is important for employees to have the technical knowledge and ability to perform in their role, they also need to be able to communicate well with other people. A hiring manager does not want to recruit an individual who wants to just sit at their desk, do their work but not engage with other people. They want employees who will fit in to the culture, will get along with their colleagues and will communicate well with clients. Strong communication and interpersonal skills are one of the most important soft skills which hiring managers will seek from candidates.

Positive Attitude

There is nothing worse than an employee who is constantly complaining about their job (or just life in general!) This negative attitude can quite quickly affect everyone in the workplace and it can lead to a lack of motivation and low morale within the business. One person with a negative attitude can bring everyone else down, so hiring managers will look for those individuals who are motivated, positive and have a happy demeanor.

Strong Work Ethic

In general, a strong work ethic is not something that can be taught. It may be developed over time but most people either have this, or they don’t. There is no point in hiring a candidate who is great at their job, but never turns up or is continuously late. This suggests a lack of professionalism and dedication to the company. This can also start to affect other employees, as they will need to pick up the workload. Hiring managers are attracted to those who not only demonstrate their ability to perform in the role, but also those who have the work ethic to get up on time and turn up for work, without excuses.

Problem Solving

Although it is perfectly acceptable to just be able to perform in the role, hiring managers are more likely to recruit someone who can demonstrate their ability to come up with innovative ideas to solve problems. This soft skill can really help to drive the business forward.

You can learn more about all aspects of recruitment and talent management by enrolling in a SHRM certification program, which provides information all areas of the HR process.


Snapchat in the Middle East-02

Snapchat in the Middle East: Marketers HAVE to Get It


By John Alexander Adam


Snapchat is taking the Middle East by storm, and to some extent at the expense of other social media such as Facebook and Twitter. While marketers may not see the photo sharing social media as an immediately natural business opportunity, most initially thought the same thing about first Facebook and then Twitter. However, with so many people now using Snapchat in the Middle East, it would be foolish to ignore it as a new marketing channel. So who exactly is using Snapchat, what are they doing with it and what are the business opportunities?

Snapchat allows users to send photo and video content that has a limited lifespan before it disappears. Users can view a ‘Snap’ for 10 seconds before it self-destructs. The general idea is that it shares ‘moments’. Snapchat first came to public attention as a platform predominantly used for the exchange of ‘selfies’, mainly by teenagers and often of a questionable nature. However, with over 100 million active daily users worldwide, it is now a mainstream social media and has, unexpectedly for many, grown far beyond those inauspicious beginnings.

In the Gulf region and the wider Middle East, Snapchat is growing more quickly than any social media platform before it. Statistics from market research company Ipsos Mena put the percentage of active smartphone users in the UAE who had used Snapchat over the course of December 2014 at 12%. That’s even higher in Qatar, where 14% of active smartphone users use Snapchat regularly. While official 2015 figures are still unavailable, they are certain to be much higher with 2015 widely considered as having been the ‘tipping point’ year for the social media platform. While it is still most popular amongst the Under 25s, Snapchat is quickly gaining market penetration with the 25-40 age bracket also. As a marketer, both demographics are likely to be crucial targets and Snapchat is now a very effective way to reach them in the Middle East market. So what are the opportunities Snapchat affords to marketers and how can you make the most of this new social media platform?



Snapchat allows companies to tell the story of their brand, product or service in a creative, visual way. Snapchat Stories is a function that companies can use to create re-playable narratives built from photographs or snippets of video, accessible by ‘Snappers’ for 24 hours. It forces creativity and can be very effective. And audiences seem to like the end result with Snapchat Stories created by brands being viewed 500 million times a day even back when the service was launched 2 years ago.

Another new feature ‘Discover’, packages news and other media stories for ‘bite sized’ consumption, appealing to those who consume content at regular intervals throughout the day but do not want to spend time reading long articles or watching in depth video footage. From the end of 2014 to early 2016 data consumption via ‘Discover’ quadrupled.


Reach a Generation in their Own Environment

All over the world young people under the age of 30 are using Snapchat to find their voice and express their identity in communication with their peers. It is the ‘cool’ and ‘current’ social media destination. Especially in a region such as the Middle East, with its conservative values, Generation A are finding in Snapchat an environment where they can grow as individuals without fear of repercussion and an online history coming back to haunt them. As such, brands seeking to be relevant to the younger generation, though increasingly not only, will fail to engage actively with Snapchat at their peril.


Fantastic Levels of Engagement

Statistics show that ‘Snappers’ consistently view and interact with brand-created content to a higher degree than comparable users do on either Facebook or Twitter. Exclusive time-limited promotions, photo and video collections of products and brand narratives all prove popular for Snapchat users. The fact that they only stay visible for 24 hours means that users are incentivized to check regularly for updates and new material from content providers they like.

This is just a quick ‘Snap’ of the business opportunities Snapchat is opening up. As penetration grows amongst users from older generations also marketers should understand that this is a social media platform they have to get their heads around and begin making the most of. That is relevant in the Middle East perhaps more than in any other geography.

If you want to take your content marketing skills to the next level, Morgan International offers a number of different digital marketing diplomas at locations across the Middle East.