It is that time of the year when pundits in the industry come out with their outlook for the future in the world of marketing and technology. So we will skip all that talk as we recognise the landscape in our region continues to evolve quicker than a lot of mature markets globally.
We also know new players continue to enter the MENA region as growth evades them elsewhere, investments in the ecosystem are spiralling and, above all, adoption of technology by consumers remains in overdrive mode in the region.
You would imagine this is a good place to be at. But all this noise aside, the growth seems to be playing hard-to-get across a lot of industries and businesses. Performance marketers and
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