In an era defined by rapid digital transformation and fierce brand competition, marketing has evolved beyond mere advertising — it has become the art of building long-term relationships between companies and their audiences.
In this interview, Mohammed Riyad, marketing and business development consultant, speaks with Nador Magazine about the key features of today’s marketing landscape and how businesses and entrepreneurs can achieve success in the digital era. We also explore insights from global sources on how to create effective marketing strategies.
The State of Marketing Today Compared to Previous Years
Marketing and business development consultant Mohammed Riyad explains:
“Marketing today is far more sophisticated and insightful. It no longer relies solely on traditional advertising or frequent appearances on social media—it’s now driven by data analysis and a deep understanding of consumer behavior.”
He adds:
“Successful brands are those that build long-term trust with their audiences, not just short-lived promotional campaigns.”
The Challenges Facing Companies and Entrepreneurs
According to Riyad, the biggest challenge is consistency.
“Many businesses manage to succeed in one campaign but fail to maintain momentum. The reason is the lack of a long-term strategy and insufficient understanding of their target market. Overreliance on paid advertising without valuable content also undermines brand credibility.”
Elements of a Successful Marketing Process
Riyad advises entrepreneurs and business owners to start with the audience, not the product:
“Ask yourself: Who is my customer? What do they need? And what story can I tell them? Success in marketing today is about emotion and authenticity—not just offers and discounts.”
He adds that investing in visual identity and quality content makes a significant difference.
A report by Investopedia on the importance of marketing strategy supports this view, stating:
“The ultimate goal of a marketing strategy is to achieve and communicate a sustainable competitive advantage. To do this, a company must understand its customers’ needs and desires. Whether through a print ad or a social media campaign, each marketing element should effectively express the company’s core value proposition.”
The article also notes that many companies rely on market research to determine what matters most to consumers and how to differentiate their products or services. This data helps identify untapped audiences and develop plans to reach them—ultimately boosting sales and improving business outcomes.
Artificial Intelligence: Shaping the Future of Marketing
Artificial intelligence has become a powerful force across industries. Riyad explains:
“AI is no longer a luxury—it’s a necessity. It’s an essential tool for analyzing customer behavior, personalizing marketing experiences, and optimizing campaign performance.”
However, he emphasizes that human creativity remains irreplaceable:
“Despite its capabilities, AI can’t replace the human touch. Creativity, emotion, and genuine storytelling are what truly make a brand stand out.”
(Learn how AI can become your pathway to greater brand visibility.)
A Message to New Entrepreneurs
In closing, Riyad offers a valuable reminder to young entrepreneurs:
“Marketing is not an expense—it’s an investment. Those who wish to succeed must approach it strategically and understand that building a strong brand name takes time and effort. But it is the surest path to distinction and sustainability.”
How to Create an Effective Marketing Strategy
According to Investopedia, developing a well-designed and effective marketing strategy involves several key steps:
1. Define Your Goals
While increasing sales is every company’s ultimate aim, a marketing strategy may also include short-term objectives such as:
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Building brand reputation
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Increasing customer engagement
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Generating leads
2. Build a Customer Profile
Every product or service has an ideal customer. Create a detailed profile including:
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Who they are
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What interests them most
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What problems they want to solve
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What obstacles prevent them from solving them
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What solutions competitors offer
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Which media channels best reach them
3. Craft Your Marketing Message
4. Set Your Budget
“Select your channels carefully,” the Investopedia article advises. “Even the best message won’t succeed unless it’s delivered through the right medium.”
5. Track Measurable Metrics
To evaluate your campaigns, measure how effectively they reach their target audience. The metrics you track should align with your goals and business model. Examples include:
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New leads generated
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Customer sign-ups
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Revenue growth
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Sales of specific products
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Social media followers
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Customer retention
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Number of new accounts opened
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