00:13.0
00:16.0
Ok. Marketing is now a trend.
00:16.1
00:18.0
Almost everybody is working in it now.
00:18.5
00:21.2
Doctors, engineers, pharmacists..
00:21.3
00:25.7
Except maybe commerce graduates who are supposed to work in it. They are the only ones who doesn't.
00:27.5
00:32.7
Since there is a trend nowadays in this country and the whole world,
00:32.8
00:37.5
we're supposed to know its meaning or at least its background.
00:37.6
00:39.9
Meaning, how did marketing start?
00:40.0
00:42.6
But before that, we need to know what is marketing.
00:42.7
00:45.8
Marketing, according to Dictionary.com, is
00:45.9
00:58.9
a set of activities starting from thinking of the product by the producer until its delivery to the consumer.
00:59.0
01:00.3
What are these activities?
01:01.2
01:08.2
These activities are promotion, advertising, and storing until delivering to the consumer.
01:08.3
01:10.5
As for Investopedia,
01:10.6
01:16.7
Marketing refers to activities, including promoting, delivering, and storing.
01:16.8
01:25.0
Almost the same thing until the delivery of the product to the end consumer or the end business.
01:25.1
01:36.5
Then came Regis McKenna, the great marketer, and said: "Marketing is everything."
01:36.6
01:43.1
From thinking of the product till even after the client buys it.
01:45.1
01:49.0
Now, we've taken a brief outline about marketing.
01:49.1
01:54.5
Let's discuss some terms without which we can't talk about or understand marketing.
01:55.0
01:56.0
These are ABC of marketing.
01:56.1
01:57.7
First, we have "Commercial Ads".
01:57.8
01:59.6
Commercial ads are paid advertising which we all see in our life.
01:59.7
02:04.9
For example, "Here is idea, here is IKEA." This is a paid advertising.
02:05.0
02:08.5
Banners in streets. All these are paid advertising.
02:09.5
02:13.4
The second term is segmentation. What does it mean? Segmentation is dividing.
02:13.5
02:17.9
For example, we divide the market into Women, Children and Men.
02:18.0
02:21.9
Or based on the age group, i.e. 20 - 40, 40 - 60, 6o+ years old.
02:22.0
02:23.5
This segmentation.
02:23.6
02:29.4
After dividing the market, we start targeting.
02:29.5
02:33.1
For example, I may decide to target children or women.
02:33.2
02:37.8
My marketing message will be directed to this certain age group. This is targeting.
02:37.9
02:43.8
Then, we have positioning or the mental image.
02:43.9
02:46.4
Companies pay million to do this.
02:46.5
02:52.2
For example, McDonald's is known in Egypt as "the Fastest Delivery in Egypt."
02:52.3
02:56.1
They want the client to see them as "the Fastest Delivery in Egypt."
02:56.2
03:00.9
If you're hungry and wants to eat quick, what's the first thing that'll come to your mind? McDonald's
03:01.0
03:05.3
Volvo, the famous automotive company, also did it brilliantly.
03:05.4
03:08.6
They say we have the highest safety rating around the world.
03:08.7
03:16.0
If I think of buying a car with the highest safety rating, which company will come to my mind first?
03:16.1
03:18.8
Volvo ... Volvo means safety.
03:18.9
03:22.4
This is positioning, the way I want the client to see my brand.
03:22.5
03:28.2
Then, we have a very important thing which I've almost never seen in real life though I have been in marketing for 8 or 9 years.
03:28.3
03:33.0
The evergreen content or the always relevant content.
03:33.1
03:34.7
What does it mean?
03:35.0
03:40.3
It means creating something that will be relevant nowadays, the next generation and the one after that.
03:40.4
03:42.8
And it may be still relevant after 500, 600, or even 1000 years.
03:42.9
03:48.2
Of course, this is nearly impossible and unrealistic because ideas and mentality change from generation to generation.
03:48.3
03:51.9
But keep it in mind. We'll go back to it later.
03:52.0
03:58.0
Now, we'll talk about a great point, i.e. personal branding, which is common nowadays.
03:58.1
04:04.3
For example, "Robert Downey Jnr. – the flamboyant star".
04:04.4
04:05.3
This is personal branding.
04:05.5
04:12.6
We no longer deal with the person as an individual, but as brand or a trademark.
04:12.7
04:17.2
For examples, when I say "The Pride of Arabs", who is the first person that come to your mind? Mohamed Salah.
04:17.3
04:20.4
"The Leader"? Adel Imam. "The Plateau"? Amr Diab. "The King"? Mohamed Mounir.
04:20.5
04:22.0
They are brands.
04:22.1
04:25.7
Cristiano Ronaldo is paid million to be photographed wearing a T-shirt.
04:25.8
04:27.8
Cristiano Ronaldo is now a brand.
04:27.9
04:29.9
This is personal branding.
04:30.0
04:34.0
We have something called "Comparative Ads." What does it mean?
04:34.1
04:41.9
When two individuals go head to head. For example, when two friends mock each other.
04:42.0
04:44.6
This doesn't only occur among friends, but also companies.
04:44.7
04:52.0
For example, BMW may publish an ad to mock Mercedes. Then, Mercedes responds with another ad.
04:52.1
04:55.8
Another example, Burger King may publish an ad to mock McDonald's. Then McDonald's responds with an ad.
04:55.9
04:59.1
This is called "Comparative Ads" or Advertising War.
04:59.2
05:05.2
There's something called "Political Marketing."
05:05.3
05:10.2
If I'm campaigning for elections, I may create a banner saying "Vote for Me."
05:10.3
05:13.9
This is "Political Advertising".
05:14.0
05:16.7
We witness this and see political banners everywhere.
05:16.8
05:25.0
For example, Barack Obama 2008 presidential campaign was very powerful, and he managed to sweep to victory because of his marketing.
05:28.5
05:32.5
Now, we have something called "Market Development".
05:32.6
05:34.4
What is "Market Development? It means opening new branches.
05:34.5
05:40.9
Having a branch in Alexandria and opening a new one in Cairo. Or having a branch in Egypt and opening a new one in Lebanon.
05:41.0
05:42.6
This is "Market Development".
05:42.7
05:45.7
There is something called "Geographic Segmentation".
05:45.8
05:49.7
What does "Segmentation" means? As we have said before, dividing the market.
05:49.8
05:52.5
Then, what is "Geographic Segmentation"? Dividing the market geographically.
05:52.6
05:57.7
For example, I can divide Egypt into Upper and Lower Egypt.
05:57.8
06:01.8
This is "Geographic Segmentation", based on the place.
06:01.9
06:03.7
There is something called "New Product Development".
06:03.8
06:10.2
It means launching a new product in the market or launching an old product with new features.
06:10.3
06:14.8
In '90s, there were no mobile phones in Egypt. Launching the mobile was product development.
06:14.9
06:19.8
Or if the mobile is there, but we added touch screen to the same mobile, this will also be new product development.
06:21.2
06:27.0
There is something called "Market Research" which is the research done before taking any decision in the market.
06:27.1
06:30.0
For example, researching the competitors, the prices, etc.
06:30.1
06:34.6
We should do comprehensive research before making any decision. We shouldn't make decisions haphazardly.
06:34.7
06:44.7
Then, there is "Public Relations" or the relations with prominent figures. This is "Public Relations".
06:45.2
06:50.6
Having a strong brand voice in the media and people to better represent the company.
06:50.7
06:54.3
We always hear about the importance of public opinion. This is "Public Relations".
06:55.5
06:57.6
So far so good, right?
06:58.7
07:03.7
What this has to do with "Authentic Arabic"?
07:07.1
07:19.8
[Singing] "Tell the beauty in the black veil
07:19.9
07:33.0
Tell the beauty in the black veil, what have you done to the pious worshipper?
07:34.0
07:44.5
He was rolling up his sleeves, getting ready for his prayers
07:44.8
07:53.6
He was rolling up his sleeves, getting ready for his prayers when you stopped him at the door of the mosque
07:53.7
08:03.6
Give back to him his prayer and his fasts
08:03.7
08:10.9
Don’t kill him for the sake of the religion of Muhammad!"
08:16.6
08:21.9
Of course, this is a great song. Most of us heard it before and sang it to our girlfriends.
08:22.0
08:31.2
It's a very romantic and authentic song, right?
08:31.3
08:33.1
It has legacy.
08:34.0
08:44.5
The point is that this song you sang and heard wasn't actually a song.
08:44.6
08:49.7
This was the first paid ad in history.
08:50.2
08:57.7
The story goes back to 1200 years ago when a trader went to Medina at the time of the Umayyad Caliphate.
08:57.8
09:02.0
He went there with veils and scarves to sell.
09:02.1
09:07.6
He sold all colors, except the black ones.
09:07.7
09:10.8
He kept thinking what to do. He was there to do business.
09:10.9
09:14.7
He went to Abi Sa'id 'Uthman ibn Sa'id al-Darimi.
09:14.8
09:17.5
He told him there was a good business opportunity for both of them.
09:17.6
09:23.0
What's the deal? He told him he had some stagnant merchandise and he wanted him to find a solution.
09:23.1
09:24.2
Al-Darimi asked him to give him a couple of hours.
09:24.3
09:30.7
He took a couple of hours and came up with "Tell the beauty in the black veil".
09:30.8
09:38.5
Next day, women hurried to the market, and the black veils were sold out.
09:40.4
09:45.6
This story merits careful attention. Why?
09:45.7
09:50.7
Because this guy applied things we only have come to know in recent times, the last 10 or 20 years.
09:50.8
09:54.2
First, he created a "Commercial Ad" or a paid ad.
09:55.1
09:57.1
Ok, this may seems normal.
09:57.2
09:59.8
Second, he did segmentation.
09:59.9
10:06.6
This awesome poet, who was a marketer back then, divided the market into men, children and women.
10:06.7
10:14.1
He then targeted women to whom he wanted to deliver his message.
10:14.2
10:16.4
Ok, did he stop there? No.
10:16.5
10:18.4
He did something pure genius.
10:18.5
10:22.0
He did positioning for which millions are paid nowadays.
10:22.1
10:27.8
Brilliantly, he linked the black veil and the black color to beauty and seduction.
10:27.9
10:32.5
When she wore the black color, she seduced him. He couldn't pray, and she left him bewildered.
10:32.6
10:38.8
What happened is that when women see or wear the black color, beauty comes to their minds.
10:38.9
10:43.2
Beauty now means the black color.
10:44.1
10:49.5
Then we come to what I've said we should go back to, i.e. the evergreen content, which I haven't seen till now.
10:49.6
10:59.1
I don't know how he did this, but he made us hear the ad after 1200 years as if it was a song without feeling that it's an ad.
10:59.2
11:04.0
It's still relevant and will always be, and we can also use it nowadays in promotion.
11:04.1
11:06.7
This was pure genius.
11:06.8
11:10.6
Ok, did it stop there with the Umayyad Caliphate? No, on the contrary.
11:10.7
11:16.1
It goes back to the Pre-Islamic era.
11:16.2
11:19.7
For example, we have here an ad as Al-Laithy says:
11:19.8
11:27.7
"Beautiful women of Dhul-Majaz in the middle of Mecca have very old traces."
11:27.8
11:33.5
Dhul-Majaz was a market in the Pre-Islamic era, so the poet says this market is for beautiful women.
11:33.6
11:36.3
He invites people to come to this market where they'll find very beautiful women.
11:36.4
11:38.4
Whether you agree or not, this is not the point.
11:38.5
11:43.2
This guy calls up people to come there because there are very beautiful women.
11:43.3
11:46.5
There is another ad by Qais ibn al-Khatim.
11:46.6
11:50.1
Of course, we all know that the slave trade was common in the Pre-Islamic era.
11:50.2
11:51.9
Whether we agree or not, this isn't the point.
11:52.0
11:59.6
White male and female slaves were very valuable because they didn't see them every day.
11:59.7
12:03.1
The guy here promotes his merchandise saying:
12:03.2
12:09.8
"I saw him like the sun in beauty when it goes up and goes down at sunset".
12:09.9
12:13.6
He says that seeing his slave was like seeing the sun coming up.
12:13.7
12:16.4
He promotes his merchandise. He was a very clever guy.
12:16.5
12:22.4
Frankly, this is a good ad, but it was outclassed by another poet.
12:22.5
12:27.5
Al-Harith ibn Halza did positioning in a great way, saying:
12:27.6
12:33.9
"And do recall the Dhul-Majaz pact, sealed with oaths and by guarantors vouched."
12:34.3
12:40.2
He says that Dhul-Majaz Market, which we've talked about earlier, is especially for the elite and the masters.
12:40.3
12:46.8
This guy was smart enough and studied his culture well enough to know that Arabs liked pretentiousness and pride.
12:46.9
12:52.2
He told them to come there because it was the place of the elite and the masters.
12:52.3
12:58.1
He sets in their minds that Dhul-Majaz is the place of the elite.
13:04.9
13:09.4
Another thing did by the Arabs is "Personal Branding".
13:09.5
13:12.0
As we just said, it's common these days and found all over the internet.
13:12.3
13:16.9
Of course, the most famous one to do this is Antarah ibn Shaddad.
13:17.1
13:24.7
He says: "I was created from mountains with a harder heart. Mountains may be annihilated, but I may not."
13:24.8
13:30.2
Meaning, there's no body like me. Mountains may melt away and fall, but I'll keep standing and won't move.
13:31.3
13:36.5
Now, there is a brand called Antarah all people fear. Ok.
13:36.6
13:41.1
Another example of "Personal Branding" when Al-Mutanabbi says:
13:41.2
13:46.3
"It is me the horses, night, and wilderness sure realize and the sword, spear, papers, and pen do likewise."
13:46.4
13:52.5
I'm good at everything; riding horses, studying, swimming, etc.
13:53.7
13:56.5
This is a very genius personal branding.
13:59.9
14:06.6
Now, let's talk about "Comparative Ads", i.e. when two companies or two brands go head to head.
14:06.7
14:10.6
We agreed that we deal with the person as a brand or a trademark, right?
14:10.7
14:16.6
In the old times and until now, the most famous people to ridicule each other and go head to head were Al-Farazdaq and Jarir.
14:16.8
14:18.4
They were from two different tribes.
14:18.5
14:24.4
Of course, the tribe in these times was like the brand, the company or the profit entities from which its people seek support.
14:24.5
14:27.7
Here, Al-Farazdaq ridicules Jarir, saying:
14:27.8
14:34.4
"How many fractured aunts of yours, Jarir, milked my dairy animals?"
14:34.5
14:40.6
Your family is nothing. They milk our cattle.
14:40.7
14:43.9
Did Jarir kept silent. No, he said:
14:44.0
14:52.0
"Look down! You're from Numair, not Ka'b or Kilab."
14:52.1
14:57.7
You're from a tribe called Numair, not the tribe of Ka'ab or Kilab.
14:57.8
15:03.8
These were comparative ads and clear advertising war between them.
15:06.6
15:12.4
Arabs didn't stop there. They also practiced "Political Marketing".
15:12.5
15:16.3
For example, Zuhayr bin Abi Sulma praises Haram ibn Sinan, saying:
15:16.4
15:22.4
"Do recall the best man of Qais in pedigree, generosity and manner."
15:22.5
15:29.2
"O, the sanctuary of those who seek you and the crown of loftiness. O, the full moon of this age in prestige."
15:29.3
15:33.2
He praises the man, saying that he is the best one he has ever seen and the best one in manner.
15:33.3
15:37.8
He is the harbor of those who seek him. Anyone who needs anything goes to him, and he fulfills his needs.
15:38.2
15:41.1
He praises the king, and this "Political Advertising".
15:41.2
15:44.5
Here, Antarah ibn Shaddad praises Khosrow, the King of Persia.
15:44.6
15:48.0
Keep this part in mind because we'll go back to it later.
15:48.1
15:55.2
He says: "He has the soundest opinion whenever adversities befall people at morning or night.
15:55.3
16:01.4
O King, whose palms replaced the rain in his age."
16:01.5
16:08.4
Meaning, he has the best and soundest opinion, and the best decisions are made by Khosrow.
16:08.5
16:11.4
He also likens him to the rain because he was very generous.
16:11.5
16:16.5
Of course, we'll see why Antarah did this and promoted him politically later on.
16:16.6
16:18.7
Here, Al-Mutanabbi praises Saif ad-Dawla.
16:18.8
16:21.8
In his age, Saif ad-Dawla didn't have any achievement.
16:21.9
16:26.4
This man did nothing. It was only that he lived in the time of Al-Mutanabbi who loved him.
16:27.1
16:30.2
Had it not been for Al-Mutanabbi, we wouldn't have known Saif ad-Dawla.
16:30.3
16:32.6
Al-Mutanabbi says:
16:32.7
16:38.1
"Saif ad-Dawla’s prowess makes a whole army heavy with anxiety; that even mighty legions are inadequate to bear.
16:38.2
16:44.1
And he expects of others (the same fearlessness) that he expects from himself; a thing that even lions do not demand."
16:44.2
16:47.5
Meaning, Saif ad-Dawla does what whole armies cannot do.
16:47.6
16:51.9
Here, we can see the power of marketing from 1200 years ago.
16:52.0
16:56.2
It made the legacy of a man without any achievement get to us now because he was marketed well.
16:56.3
16:59.8
This is the power of marketing in which Arabs were very creative.
16:59.9
17:05.2
Did they stop there? No, they didn't stop there.
17:05.3
17:12.6
They impressed us more with market development and opening new branches.
17:12.7
17:15.1
Most of us know the Summer and Winter journeys.
17:15.2
17:22.8
In pre-Islamic times, people used to go on two trade journeys in summer and winter
17:22.9
17:26.3
They did something called "Geographic Segmentation."
17:26.4
17:29.6
In summer, they went to the Levant.
17:29.7
17:33.2
They chose the market and did "Geographic segmentation".
17:33.3
17:36.9
In summer, they went to the Levant, and in winter, they went to Yemen.
17:38.5
17:45.0
These people applied a concept we only knew a few years ago, i.e. "New Product Development."
17:45.1
17:50.6
They brought products which didn't exist in the Arabian Peninsula from the countries they went to.
17:50.7
17:54.3
They also took things from the Arabian Peninsula, such as idols and other things, to sell in other countries.
17:54.4
17:55.2
These are new products.
17:55.3
18:01.0
For example, they brought agricultural crop and staple foods from the Levant to the Arabian Peninsula.
18:01.1
18:05.3
They also brought spices and perfumes from Yemen.
18:05.4
18:14.9
But someone might ask why they went to the Levant in summer and Yemen in winter.
18:15.0
18:17.4
This is called "Market Research".
18:17.5
18:21.5
They did research. They didn't just travel. No.
18:21.6
18:23.9
They didn't jeopardize their trade for nothing. No.
18:24.0
18:26.1
They studied the market to which they were going.
18:26.2
18:34.5
The weather and temperature of winter in Yemen isn't so cold to kill them.
18:34.6
18:39.0
The weather of summer in the Levant was cool and mild.
18:39.9
18:47.0
Another reason is "Public Relations" or relations with important figures.
18:48.3
18:53.5
These people had a very good relationship with Al-Najashi, the King of Abyssinia.
18:53.6
18:57.1
He secured the trade route to Yemen.
18:57.4
19:02.4
Not only that, but Yemeni merchants had a very good relationship with Arabs
19:02.5
19:04.5
because they looked at them as the people of the House of Allah,
19:04.6
19:07.2
so they respected them, and no body attacked their trade.
19:07.3
19:09.2
They also facilitated everything for them.
19:09.3
19:12.6
On the other side, who secured the trade with the Levant?
19:12.7
19:16.7
Khosrow whom Antarah praised in his poems as "Political Marketing".
19:17.2
19:19.7
He secured the trade with the Levant for them.
19:19.8
19:25.3
The Levant merchants had a very good relationship with the people of the Arabian Peninsula
19:25.4
19:28.0
Because they looked at them as the people of the House of Allah.
19:28.1
19:32.2
This was the importance of Public Relations with prominent figure at that time.
19:32.3
19:39.1
We can therefore say that marketing is "Authentic Arabic".
19:40.3
19:45.4
This is research we already started in the University in Finland to be published soon.
