My recent trip to UAE left me in awe of the growth and innovation happening in the region. Dubai boasts a sci-fi-like cityscape and everywhere you turn you see a constant drive toward digitalization.
As I visited parts of UAE, I witnessed greater connectivity on mobile with Free Wifi everywhere – even on a safari! What's more, is the country's dynamic society, culture and tremendous purchasing power. A hotbed for brands, and a digital marketers' dream!
While there, I had a chance to sit down with Louay Al-Samarrai, who leads our local partner agency, Active DMC, to learn more about the local tech and digital marketing scene. In our conversation, we talked a lot about increased mobile consumption in Dubai, and a need to shift from text-based marketing to social media marketing, emerging from the rise of a more connected "selfie" generation.
Consumer marketing in Dubai means understanding cultural context and catering to diverse populations. With the amount of data and targeting available to us there is a vast-land of opportunity to establish relevance at scale and for personalized marketing.
In fact, among top tech trends in the Middle East for 2018, ZD Net doubles down on one – audience engagement and the growth of brands through two-way communications with consumers.
Reading this article made me very happy because we couldn't agree more! Consumers are ready and its time to activate and engage those brand champions!
Most of the big 2018 trend predictions are already out, with many championing the same tech topics such as blockchain, augmented reality, and artificial intelligence. There's little doubt that these technologies will play an important part in shaping our lives, but few businesses are at a stage where they'll be able to take advantage of these technologies on a commercial basis in 2018. So, maybe now's a good time to look to the technologies we've already got, and think about how we can make better use of them. For example, few brands have cracked mobile marketing, even though we've had smartphones for more than a decade. Similarly, the vast majority of brands are still using social media to blast adverts at people, instead of engaging their audiences in two-way exchanges of value.