Yesterday Tech Crunch’s Alexia posted an article entitled ‘I’d Rather Watch Instagram Than A Movie.‘ Highlighting how Hollywood is no doubt competing with what she described as ‘kill time’ startups. Fair point.

The post sparked a variety of interesting comments, some agreeing with Alexia’s argument and some against. I’m not going to debate the difference between Instagram or movies, because a person can spend their free time doing whatever they please. But from a society perspective, the mere fact that this kind of argument has legs is alarming.

The drugs don’t work, they just make you worse

Two years ago I wrote a post about how spoiled by technology we all are, with one excerpt being; “Technology can be just like a drug… Give someone a little taster and if they like it, they will want a little more.
Give them a lot more and they get addicted, they forget how they lived without it and begin to lose control.”

That was then, and this was one woman’s comment under the Tech Crunch article reaffirming my excerpt:

Hollywood aside, this fragmented behavior and loss of attention concerns me. I agree that the tech universe has found a way to entertain the masses. That said, social media can resolve to be a simple addiction rather than a habit with benefit.

Take heroin for example. It feels good…it numbs your serotonin receptors into submission. Without our understanding of heroin’s affect on the brain, we would all probably assume heroin was a great idea. But what about social media’s affect on the brain? What about the fact that most people can’t wait in line, have dinner, watch their wife give birth, etc without re-directing their attention to a group of mostly strangers?

Long term thinking is being affected by our constant diversions and short attention spans. So…go kill Hollywood if that’s your intention but try not killing your brain in the process. Do you think Plato could have written The Republic if he was constantly hounded by Twitter notifications? Social media has an amazing benefit but have we all forgotten the simple benefit of thinking in our own heads? If you can’t last 24 hours without your phone and social media, you’re an addict and as funny as that sounds, it’s not.

She’s right isn’t she? That comment was by Caroline Giegerich,a Huffington Post Blogger and Social Media Consultant.

A world in denial

So where does this all end up? In a world where residents of cities like London already live in fear of communication with strangers, afraid to make conversation while we commute and generally get extremely anxious about the unknown; how are we really moving into a better connected world? A world where we attend concerts, momentous events and amazing festivals only to experience them through the 4.5 inches held in our hands, exchanging the emotional excitement so that we can garner the attention from people we don’t even know. For what reason? Because we ‘crave’ the buzz and egotistical thrill of being in the spotlight. Still not addicted?

A moment of clarity

In the same comment thread, another user posted a link to a video of a poet known as Marshall ‘Soulful’ Jones performing a piece titled ‘Touchscreen’. Powerful, entertaining and though provoking. I have transcribed the video into words for all of you 140 character quoting whores.

Listen. Appreciate. Acknowledge. Think.

Introducing the new Apple iPerson complete with multi touch and volume control, doesn’t it feel good to touch, doesn’t it feel good to touch, doesn’t it feel good to touch.

My world is so digital, I have forgotten what that feels like.
It used to be hard to connect when friends formed cliques, but now it’s even more difficult to connect now that clicks form friends.

But who am I to judge…

I face Facebook more than books face me hoping to book face to faces, I update my status 420 space to prove Im still breathing; failure.
To do this daily means my whole web wide world would forget that I exist. But with 3000 friends online only 5 I can count in real life, why wouldn’t I spend more time in the world where there are more people that LIKE me. Wouldn’t you?

Here it doesn’t matter if I am an amateur person, as long as I have a pro-file, my smile is 50% genuine and 50% genuine-HD, you will need blu-rays to read the whites of my teeth, but im not that focused.

Ten tabs open, hoping, my problems can be resolved with a 1600 x 1700 revolution, this is a problem with this evolution, doubled over, we used to sit in tree tops, till we swung down and stand up right, then someone slipped a disc, now we’re doubled over at desktops.

From the Garden of Eden, to the branches of Macintosh, Apple picking has always come at a great cost.
iPod, iMac, iPhone, iChat, I can do all of these things without making iContact.

We used to sprint to pick and store Blackberries, now we run to the Sprint store to pick Blackberrys, it’s scary.
I can’t hear the sound of mother nature speaking, over all that Tweeting, and along with it is our ability to feel as it’s fleeting.

You would think these headphone jacks inject in the flesh the way we connect, the disconnect, power ON. So we are powerless, they got us love drugged. Like e-pills, so we e-trade, e-mail, e-motion like e-commerce because now money can buy love, for 9.95 a month – click!

To proceed to checkout – click! To X out where our hearts once were – click!
I’ve uploaded this hug, I hope she gets it – click!
I’m making love to wife, I hope she’s logged in – click!
I’m holding my daughter over a Skype conference call while shes crying in the crib in the next room – click!

So when my phone goes off in my hip, I touch and I touch and I touch, because in a world where there are voices that are only read and laughter is never heard or I’m so desperate to feel that I hope the technologic in reverse the universes so the screen can touch me back, and maybe it will, when our technology is advance enough to make us human again.

Having spent the best part of the last year as a Digital Marketing Analyst, it’s easy for me to explain all the areas of an analytical role and the importance of understanding your company data.

With Social Media being the only word on every companies’ tongue this millenium, most have looked to Social Media for a remedy in which they will create new and formiddable revenue streams.

For some this has been successful and businesses have tapped into relationships and built engagement with their consumers, however for most, Social Media is still a confusing area and businesses are constantly asking questions as to how they can utilise their Social audience for monetary value.

This is generally when a guru enters the building assisting you with the ultimate formula for success, which is usually something like this:

(Engagement * interactions) / page impressions + retweets √ your mum = an upward rise in fans from Uzbekistan and spam replies to your marketing messages. One word to that… #WINNING

A Marketing Analyst works on the opposite end of the spectrum to those focusing on engagement. Analysis is a research method and is based primarily on creating an understanding of the consumer using aggregated data.

Stereotyped as Star Trek looking, Mathmatical nerds who write algebra on steamy windows; Analysts have long been categorised as zombies who supply business executives with answers as and when they need them. The stereotype couldn’t be further from the truth; on the contrary Analysts do hold all the answers.

Now before you get all buzz word on me; I’m all for Social Media. Social Media is an integral part of the marketing strategy and as an Analyst, Social Media just presents me with an array of platforms that need analysing. Be that as it may, Social Media is not the be all and end all, data is.

Why are Analytics so important?

Well you see those financials you look at wondering if you can afford your all inclusive holiday to Cancun; those financials will only increase if you know who your customer is.

It was an annoying but extremely successful Duncan Bannatyne who quoted; “If I was to give you one piece of advice in business; it’s to know who your customer is.”

It’s not like we can sit down face to face an interrogate every single one of our online customers, asking them:

But you can ask all these kind of questions into your data analytics platform and yes it will spit out the answers you need.

I define myself as a person who asks questions. I may ask way too many at times, pissing people off and causing myself all kinds of bother, but I’m not easily pleased and I don’t like fluff. I need definitive answers and I need those to be backed up with evidence.

Nowdays most digital companies have analytics measuring their products, whether it be a free offering such as Google Analytics or a premium service like Adobe Omniture; companies are interested in measuring.

The problem is that while companies want to measure and know the importance of the data that backs up their campaign strategies; they don’t have specific members of staff who’s jobs are to crunch this data and provide compelling answers to their demanding questions. This forms a common problem as the priority of the business is to raise awareness and push the products, but companies do so with a lack of understanding and insight into who their customer actually is.

I had a meeting recently where I made it clear how important analytics are in digital business. I was even asked, that if I could set up my own team, what would it comprise of. I replied simply; that I would need staff of expertise in development, project management, marketing and strategy, but I would want each of my staff to have a clear understanding of analytics. I would also expect them to use analytics on a regular basis so that the whole team has a clear interpretation of who our consumer is.

I found the below quote in the Havard Business Review under an article titled ‘Competing on Analytics’ and it pretty much sums up this post.

Employees hired for their expertise with numbers or trained to recognize their importance are armed with the best evidence and the best quantitative tools. As a result, they make the best decisions: big and small, every day, over and over and over.”

An Analyst is trained to recognize problems and come up with solutions. An Analyst is responsible for explaining how the customer/consumer uses the product/service, what their experience with it was like and how the business can improve the product/service.

Our analytics tell us stories and if you don’t have an Analyst, it is imperative that you have people who know how to read data, because if you don’t use analytics to answer the fundamental questions surrounding your products; how can you truly know who your customer is?

Last week the spotlight shone down on a marketing professional from Abu Dhabi working in Manchester for a digital agency. This week, we continue the international trend with another Gulf based entrepreneur.

This spotlight comes by way of recommendation from the one and only social media strategist, Reem ‘Silver Fox’.

This week’s individual has multiple accolades to her name. She has made a winning personal brand for herself from building up her own company and by networking across the globe.

It was to my delight that she opted into answers the 15 questions for my Industry Spotlight series and she did so brilliantly. Bravo

Who are you and what do you do?

My name is Wafa Al Obaidat, and I, amongst other things, am the creative director of Obai & Hill.

How did you get into this industry and why did you chose this path?

Basically, my mom first introduced me to art and design by investing in classes, materials and events. I also did IB Art for two years in high school which was like a crash course into the fine arts for me.

After that, I went to Art School and for the next four years I explored the design industry in the UK. I chose to follow this path because it is after all the one I am most comfortable in, know about and truly enjoy – I couldn’t imagine doing anything else.

What do you consider to be your biggest achievement to date?

Firstly, winning a branding competition at the age of 21 that was recognized by the University of the Arts. Launching Sketchbook Magazine with zero funding from my apartment in London was also a great achievement for me. Lastly, coming to Bahrain and starting something completely new is somewhat of an achievement too.

Was this how you had planned things to go or are you capitalising on opportunities and simply rolling with it?

I think it is a mixture of both really. I set myself overall goals and milestones in which I sort of roll a bit to achieve them. Although I roll with it, I do have a loose structure that I follow and then it also just depends on the circumstances.

We’re in a new era where anyone can create opportunities for themselves. Do you agree?

Absolutely, especially with the use of digital media. Everything I’ve build has been by creating opportunities for myself and making things happen.

Is who you are in reality, the same persona you represent online?

Definitely, yes. A big part of what I’m doing is trying to be as transparent as I can be in what I am doing and the direction I wish and plan to go on. A part of it is also revealing a step by step of what I am doing, where I am headed and sharing my experiences throughout.

What one thing can you not live without?

I cannot live without my blackberry. And yes, it’s embarrassing to admit but when it dies I have a small panic attack. I also walk around with my charger in my handbag at all times.

If you wasn’t in this field, what would you be doing?

I would have probably been a journalist, which I wanted to be at some point or be on T.V.

Name three people who have inspired you in your life.

If you were a superhero, who would you be and why?

I guess Aquagirl. Simply because I love to snorkel.

If you could go on a road trip with any person, who would it be and where would you go?

I would go with Steve Jobs to Denver, Colorado. That’s a given!

Do you have any regrets about anything?

Yes, not taking a business course in university. If I need to sharpen on one thing it’s my finances and accounting skills, that’s for sure. But in general, I tend to live my life with a no regrets policy and take it one day at a time.

Author’s note: Completely understand this as I studied Music at University. I wonder if I had done business or marketing would things be different, then again if I had a little more guidance into choosing the right course, I probably wouldn’t be here networking with the elite.

What cool projects are you currently working on?

I have been working on the first shared studio space in the Gulf with the Ministry of Culture in Bahrain called Malja. We also customized a print that will be used in the F1 race track in Bahrain. There will be some photos uploaded soon on one of my clients website.

When I first came to Bahrain there was no sort of hub for artists to meet, gather and work like in London, and so I took up this initiative with the Ministry of Culture.

Malja is on track to provide the following:

Author’s note: This sounds fascinating. I am a big fan of creative communities and networking groups. It’s great that in this case there is a partnership that builds a foundation for this to be a success. Look forward to hearing more about it.

What does the future have in store for you?

More work, more travel and more snorkeling.

Finally, if you could give one piece of advice to young creative minds, what would it be?

You need to explore and take advantage of all the online free resources in order to build your own brand and create your career. Visit every space, every supportive entity and know your options.

Don’t settle; at least try really hard not to. Constantly search for new and inspiring things and problem solve until you get what you want. Lastly, have a good support group.

To stay in touch with Wafa you can follow her on twitter. Be sure to check out her fantastic creative company Obai and Hill which has lots of cool stories about the clients Wafa has worked with.

Howdy peeps and welcome to another Industry Spotlight with me, your host, Luca. For the next 10 minutes I will allow you a sneak peak into the mind of another individual striving for success and the energy you gain from it will make you explode with energy for the rest of the day (true story).

Who read last week’s Spotlight? No? Ok, quickly go read it and come back, this one won’t go anywhere I promise.

Today it’s all about a young Marketing professional who over the years has seen the industry evolve and has firmly placed his grasp onto what he enjoys doing. I met this guy on Twitter, and his warm personality shines through in abundance which is why I reached out to him and I hope you will find the same outcome from reading this short spotlight interview.

Drum roll please….

Who are you and what do you do?

My name’s Mazher Abidi, and as of this month I’m working as a digital marketer for a creative marketing agency in Manchester called And Partners. I’ll be lending a digital element to the work the agency are doing, helping to come up with ideas and then putting them into play too working with a really talented team of developers, strategists and creatives.

I was born in Manchester and grew up here, but spent my teenage years in the Middle East (in Abu Dhabi). It’s a wonderful but unfortunately sometimes misunderstood part of the world that is now starting to make some massive waves on the world scene, which is great to see. I went to uni in London and worked there for a few years, before moving back to Manchester where I love being and where I call home. A citizen of the world, and love being one!

How did you get into this industry and why did you chose this path?

It sounds a bit weird but this path almost found me. When I was growing up in the 90’s, dotcom and IT was all the rage, but I realised that wasn’t for me. So my first job out of uni (almost 10 years ago now!) was marketing an online e-commerce system for a graphic design company in London. I suppose that started my interest and awareness of marketing/online/digital. Pretty much all my jobs since then have been in a similar vein. I specialised further, went back to uni, did my MSc and here I am. Now I’m on this path, I wouldn’t change it for the world.

What do you consider to be your biggest achievement to date?

Having hundreds of twitter followers and a nice Klout score of course!

I’m hoping that achievement is still to come, but as of now it is without a doubt my MSc, and more specifically my Consumer Behaviour research. It looked at behaviour that wasn’t considered ‘normal’ and I ended up extending a theory that was first published by some pretty smart people way back in 1999, and it got me a distinction. Now that research is being considered for publication in the Journal of Consumer Behaviour. That will be a really proud moment, but those submissions only have a 10% success rate, so it’s by no means certain! Even still, what I got out of it already, I’m really proud of.

Was this how you had planned things to go or are you capitalising on opportunities and simply rolling with it?

I always wanted to do something I loved, something interesting, something creative that would match my personality, but beyond that I couldn’t honestly say I’d planned it. I definitely never grew up thinking “one day I want to be a digital marketing guy”.
I wouldn’t have known what that was. But as things have moved on, I’ve had opportunities, and with more of a plan ahead of me now, I’ve made sure I’ve taken the right opportunities as opposed to just any that have come my way. So whilst there may have been an element of rolling with it at the start, I think now I’m definitely capitalising on the opportunities that my experience is letting me.

We’re in a new era where anyone can create opportunities for themselves. Do you agree?

Absolutely. I would this as an example. I look at how we met Luca – maybe our paths would have crossed at some point in the future, but how much easier that has been using digital technology? Now I’m answering questions for this great blog, that may open up other opportunities too…and that’s just one example. Magnify that a few hundred times for the hundreds of people I’ve also met digitally and it just shows you what opportunity really is, and the digital era makes them a lot easier to open up.

Is who you are in reality, the same persona you represent online?

Definitely. My public online presence I use more professionally than for personal use, but then I’ve met some really fantastic people and made some great friends from it which then mixes that personal/professional boundary. So if I wasn’t the real me online I wouldn’t be able to keep up that fake personality for long.

Essentially, I don’t have the time nor patience to be someone else – someone fake – online. And it’s not right either. So online, offline, it’s all me!

What one thing can you not live without?

Sadly, my computer. I rely on it for so much. Work, personal, keeping in touch with friends around the world. But put me on the spot, on a desert island, if I’m to take one thing with me it’d be me my guitar. Music is the one thing I would struggle to live without. Like most people, I can put a song next to most moments in my life (important ones at least), so my 6-string would probably come with me wherever I went.

If you wasn’t in this field, what would you be doing?

If I wasn’t working in this industry, I’ve be doing everything I could to get into it!

Marketing in general, digital and social marketing in particular, it’s hard to imagine things any other way. I’ve not really known anything other than this, and because I’ve been so happy in it, I’ve never really considered any other career path for myself outside of marketing.

Maybe my school/uni band would have taken off and I’d have been a guitar god?

Name three people who have inspired you in your life.

Richard Branson – the man is an entrepreneurial genius. We all know his exploits in the business world, but his charisma and the way he has shaped Virgin as a huge organisation to reflect that cool charisma is amazing.

Sport: Ryan Giggs. I love sport, and being a United fan the way Giggs has played the game with such skill and elegance has just been beautiful to watch. It might seem strange to list this as an inspiration, but growing up with United’s success, those years have always made me feel great about life. Such as United winning the European Cup in 1999, the night before my Physics A-level. I was buzzing that day, went in and got 90/90 in that module. Just great moments.

If you were a superhero, who would you be and why?

Batman. The dark knight. Who wouldn’t want to drive the batmobile?

The world is coming to an end and you have to take one celebrity into the safe bunker to live with forever. Who do you take?

Slash. My guitar hero. Can you imagine the stories? Those tales of drunken debauchery would last out a lifetime. And if not, we could grab the guitar that I took with me (ref earlier question) and jam together. Plus, I could wear his super cool top hat!

Author’s note: Hmm… he wants to take Slash into a bunker. No more questions.

Do you have any regrets about anything?

You can always wonder if decisions you’d taken differently would’ve made things work out differently. But I have the time and ability to shape things myself. So no point dwelling I don’t think. The past can’t be changed, only learnt from. The future is where it’s at.

What cool projects are you currently working on?

I feel as though I’m starting a bit of a new chapter in my work right now, so I’m at the start of things rather than in the middle of things. But when they work out, you’ll definitely hear about them through the grapevine!

What does the future have in store for you?

I’m really stoked about this new role I’ve started. I was really patient looking for a permanent role. I was lucky that I had freelance work to keep me going, and I didn’t want to just hit and hope and apply to every job out there. I think I’ve found the right role, and I’m hoping to really grow this role, build our presence by doing some really cool work and move onwards and upwards!

Finally, if you could give one piece of advice to young creative minds, what would it be?

Creatively, the only limits are the ones you put on yourself. Within reason with the platforms and technologies that exist now, if you can conceive it, you can probably do it.

So go and do it.

To stay in touch with Maz you can follow him on twitter and be sure to check out is super awesome marketing blog; Comms thoughts.

If you want to suggest somebody who you believe needs a spotlight shone on their head, drop me a line via the contact page or hit me up on Twitter. Thanks

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