MEDIA AND MARKETING
Regardless of the market, in order to be sustainable, media players should constantly monitor the trends there and respond accordingly.
What is the key to strike a balance between producing impartial content and respecting the political sensitivities of Oman's ecosystem?
AHMED AL ZADJALI To work in any news market, be it Oman or any other country, the most important thing one needs to realise is the sentiments of its people, as well as your target audience. However, as a news publication, we also have an obligation to accurately report facts. Before going to work in a media organization in any country, my advice to any journalist would be to learn more about its population. In Oman, for example, in addition to the 2.7 million nationals who live in the Sultanate, we also have more than 1.8 million expatriate workers from various countries. Depending on their cultural backgrounds, their sensitivities might differ. Accurately reporting news in an impartial manner while respecting everyone's sensitivities is a professional and ethical obligation for every journalist.
How should brands engage with today's Omani media industry and what is the role of integrated marketing agencies in adding value?
ZAHIR AL BUSAIDI Advertisers, marketers and the media are rapidly embracing change and adapting in various ways to build a connection to the general audience through various networks. The media acts as the voice of any nation and plays a crucial role in disseminating accurate information. Furthermore, Omani media plays a crucial role in marketing, advertising and displaying brands through correct channels and mediums for maximum exposure. Major brands can collaborate through digital mediums and take opportunity to reach out to the local and foreign communities within the country. On the other hand, integrated marketing agencies can hugely support in providing expertise, cutting edge technologies and techniques, access to best and cost-efficient tools of marketing and provide depth and breadth across different channels and tactics, ensuring they complement one another to maximize results.
How do you expect digitization to further impact an already tech-disrupted industry such as media in Oman?
AAZ Muscat Media Group realized early on we needed to keep with the changing times, but ensure we stick to our values while doing so. The younger generation across the world prefers reading news in a digital format. However, at the same time, we must not forget our older readers, the ones who made us one of the best media organizations in Oman. Many of them still enjoy reading newspapers, and we have to respect their preferences as well. Tech has had a significant impact on the way the news is reported and delivered around the world, and we have also adapted our offerings accordingly. The Times of Oman website today receives more than 20 million views a month, and our Times TV channel provides many diverse video offerings for our wide range of customers. Our radio station TFM seeks to provide better options of receiving updates from Oman. We have similar offerings for our Arabic publication, Shabiba, as well. It is important that there is synergy between all these elements. These should work together, and not pull in different directions, so that you can create a successful and self-sustaining news cycle in which all the different offerings you have complement each other. Going forward, every media organization will need to embrace this technology; if you do not adapt, you will be left behind.
ZAB Today, there is no individual who has not gained access to digital devices like phones or computers, which gives us a broad reach and spectrum of audience that we wish to target. Digitalization helps us target the right audience at the right time, which gives maximum exposure to the brand and its services or products. A number of digital campaigns provide companies with flexibility and feasibility to monitor who sees their ads and how they react, thus ensuring growth in online business. One is able to record their leads or potential customers and also encourage them to buy online, hence ensuring an increase in sales and also brand visibility. For example, customers might see an ad on their mobiles relating to something they would like to purchase. Even though they are not able to make a trip to the store, there is an option available online that fulfills their needs.
MEDIA AND MARKETING
TABLE OF CONTENTS
Focus: Future foreign policy
Friends to all, enemy to none
In championing the late Sultan Qaboos' non-interference foreign policy, the new ruler of Oman, Sultan Haitham bin Tariq Al Said, is determined to work for friendship and peace, justice and harmony, and coexistence and positive constructive dialogue.
read articleInterview
David Kalife, CEO, Oman Oil Marketing Company (OOMCO)
Despite Oman's fuel market slowing down, OOMCO increased its sales volume of lubricants by 36% in 2019 and is constructing a greenfield bunker terminal at the Port of Duqm. The company has transformed while growing its expertise in Marketing and Digital.
read articleInterview
Azzan Al Busaidi, CEO, Ithraa
Azzan Al Busaidi is an expert in competitiveness and economic growth. He was appointed CEO of Ithraa in 2019 after 17 years spent covering managerial roles in the organization. Al Busaidi was previously Ithraa's director general of planning and studies and is a strong advocate of the potential of digitization. He holds an MBA from the University of Strathclyde and a BSc in Economics from Sultan Qaboos University.
read articleInterview
Qais bin Mohammed Al Yousef, Minister of Commerce, Industry & Investment Promotion & Former Chairman, Oman Chamber of Commerce and Industry
Private Omani companies will be able to benefit greatly from the Fourth Industrial Revolution by enhancing their local value-added strategies and upskilling the workforce.
read articleInterview
Tahir Bin Salim Bin Abdullah Al Amri, Executive President, Central Bank of Oman (CBO)
The Central Bank of Oman's job is to ensure there is adequate liquidity in the system and that banks remain robust and resilient to meet the credit requirements of all segments without undermining financial stability.
read articleB2B
Capital markets
CMA and MSM are supporting Vision 2040 by providing financing to government companies that intend to go public, financing expansion of existing and new IPOs, and widening the investors base in Oman by enhancing and developing the investment funds and insurance industries.
read articleInterview
Khalid Al Balushi, CEO, Khazaen Economic City
International investors and business owners can benefit from Khazaen Economic City's strategic location and its close proximity to the main gateways of the country to import, process, manufacture, distribute locally, and export their goods and services.
read articleFocus: Port 4.0
Destined for greatness
Investments in world-class infrastructure have generated huge rewards for Oman. The goal now is to leverage technology as a disruptive enabler, build human capacity across the public and private logistics sectors, and drive operational efficiencies to build an integrated logistics business environment that is benchmarked against the world's best.
read articleFocus: Gap in tourism services
All bases covered
An amalgamation of local companies and unique experiences in Oman has created an original flavor that is further differentiating Oman's tourism offering from other countries and in the process attracting scores of tourists from all across the world.
read articleB2B
Engineering design
Renardet Engineering Consultants and Design Unit Engineering are recognized experts in their fields. While the former is an international company strongly committed to excellent engineering consultancy services and environmental practices, the latter is an Oman-based team of architects and engineers that incorporates local culture and traditions.
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Construction materials
Oman's construction sector is facing a host of challenges, but Hempel Paints and Al Maha Ceramics are confident that a mix of forward-thinking business models, unique products, and strong government initiatives will help them through turbulent times and generate positive returns in the long run.
read articleInterview
Salim Razvi, CEO, Oman Academic Accreditation Authority (OAAA)
Focusing on higher education institutional accreditation, program accreditation, and the updating and maintaining of the Oman Qualifications Framework, OAAA is helping further advance higher education in the Sultanate.
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