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Jul, 2020     

Developing a Commercial Strategy for a Leading Social Media and Digital Ad Platform

By conducting in-depth discussions with our experts in the field, we were able to understand the competitors, what is unique about them, the overall market size of the advertisement market in MENA and how it’s split across channels.


The objective was to develop a commercial strategy for the sales team of a leading social media and digital ad platform in the MENA region. We achieved this by analysing the client performance and inputs coming from the market through research.

To start with the analysis, we followed a six-step plan. The first step was to conduct a macroeconomic analysis of the market, identifying the market potential for the industry in the target geography. Further, to develop an effective commercial strategy, it was important to understand the exact vision of the management team. The second step was to conduct a brainstorming session to establish the vision and key indicators to achieve the goal. The next step was to understand the landscape of the target market to identify the characteristics of the players already operating. By conducting in-depth discussions with our experts in the field, we were able to understand the competitors, what is unique about them, the overall market size of the advertisement market in MENA and how it's split across channels. We also looked at how the digital opportunity is expected to grow in the next three years and which sectors would be driving this growth. Feedback from customers in the region helped us perform a need-gap analysis, identifying the potential growth areas in the market. Lastly, we leveraged the valuable insights gained to craft an effective commercial strategy for the client detailing how they could harness this growth opportunity to expand its customer base and gain a larger share of the pie.

The findings and recommendation from the research were used by the client to prioritize opportunity sectors in the region and strategize to meet goals of increasing market share through identified programs and initiatives.