Christianna Tsiterou – Co-founder and Managing Partner of Innoverto in Dubai, speaking to The Brand Leaders Middle East.
Hi, my name is Christianna Tsiterou and I’m the Co-founder and Managing Partner of Innoverto. Innoverto was established in Dubai, UAE, three years ago this August.
Well, the future of Marketing, I guess it’s an ongoing process and it’s also very fluid, so I think once all of us, which are in the business, learn a new marketing tool which is successful then, basically, the consumer base gets quite intelligent in that sense and then you need to come up with the next best thing.
From our hand, since Innoverto is in the corporate training and events management business, most of our marketing is done through direct marketing. So, in other words, direct marketing emails that are sent across to our target data base per product. For us that works really well because what we have notice is that the emphasis needs to be put on the value, so it’s not so much the frivolities. We don’t look at any special techniques but rather, what we do emphasize on is making sure that we put across the value of what we are selling. It is very much value-driven and direct marketing is the key element that we are using. The second angle that we have started using recently, I guess we were the back wagon of most organizations, is social media. We’ve notice that specially Twitter is gaining a lot of momentum and is working really well when it specially comes to short messages and it also challenges us in being very precise and very direct in the message, and that has worked really well.
