Earned media, an influential and integral part of the new media landscape, says du CEO at Lynx Dubai

Participating at Dubai’s premier International Advertising Festival, “Lynx 2011” – Osman Sultan, Chief Executive Office in a panel discussion emphasized the importance of earned media as an integral and influential part of the communication channel mix and du’s success in harnessing credible digital space to promote the company’s commitment to friendliness, transparency and communication. Moderating this session was Martin Newland, Editorial Director, The National accompanied by panelist Mohamed Fawzi, Marketing Director, BMW Middle East. 

Speaking at the session, Sultan said, “While marketers are directing their efforts online with renewed vigor, on websites and search engines, understanding that paid media provides the required presence, they haven’t however grasped the true spiral effect of solicited and unsolicited viral conversations that takes place on the digital space. A company’s online presence will strongly determine how consumers view it. If the feedback is mostly negative this will deter people from using its services and may even inspire people to switch away. If it is positive then positive outcomes will occur. For me, this online presence and coverage is a testimony to the future success or failure of any brand”.

Sultan brought his invaluable experience as the CEO of the UAE’s preferred telecommunications operator to the table, revealing valuable insights into today’s constantly changing and evolving media climate. “Interactions, events and changes are taking place at a rate never witnessed before. Every minute the digital world is being fed with new content, data, opinions and emotions. This creates a vibrant arena where genuine transparent engagement with customers and stakeholders is truly possible. Truly engaged companies have leaned to use the power of crowd-sourcing to influence and drive their brands’ perceptions. As such, if today’s companies want to succeed, they have to be honest, friendly and open for dialogue and use these online channels to communicate their philosophy and respond to consumer feedback,” said Sultan.

The CEO added that honesty and friendliness were among the main pillars of du’s operating philosophy. “As such, the digital platform is extremely important for us. We want to be present, seen and heard in platforms where customers participate because we believe we are delivering the kind of service they would rave about. We see ourselves as the pulse of the market and as such have invested wisely in paid media. This, in turn, has brought us the positive encouraging results in earned media that the most successful companies diligently seek out” added Sultan. He also insisted that du prioritizes customer involvement and engagement above all, explaining that the key to the company’s success was its ability to interact with customers and initiate a clear two way dialogue where they can express both their happiness and dissatisfaction resulting in ever improving services.

Established in 2007, du now boasts a customer base of 4.3 million subscribers to date. In 2010 du allocated 7% of its advertising budget to digital media, and this number is expected to double in the next two years.

The Dubai International Advertising Festival is a meeting place for the Middle East and North Africa region advertising and communications industry, where they can learn, be inspired, network and celebrate. The Festival, now in its fifth year, is taking place from 27 to 29 March 2011. The two-day program of seminars and workshops, presented by a formidable caliber of speakers, tackles the issues and challenges facing the industry, from both a regional and global perspective.