The UAE is an incredible market to be part of and there are some strategies a brand should keep consistent in order to build credibility in the market; “only a strong foundation can give you successful marketing campaigns.”
Trust is Paramount
A sale in the UAE, whether via direct marketing or digital platforms, needs to go through a process where it’s not ‘in the face,’ but rather, driven by the key element of ‘relationship building.’ Consumers value the standing, status, plus the trust quotient when they associate themselves with brands. This needs to be a core aspect of any marketing strategy; online and offline. It’s not only about offers and discounts, rather a great opportunity for positive word-of-mouth and a long-term association. And hence, customer testimonials and customer success stories play a pivotal role in a brand’s trajectory in the region.
Customer Experience; Tour de force
Customer service in the UAE is serious business and customer journey and experience triumphs everything else. Your product and/or service definitely needs to be personalised, and also the process to engage with your potential customers needs to be woven beautifully in their journey of interaction, at every stage. This becomes even more crucial because the UAE is a mix of many cultures and languages.
Always have someone who can converse in Arabic too and a website that has options for content in the local language as well. That being said, stay away from automated language translations because you may end up hurting your brand image. A sensitive approach will help you not lose the importance, relevance and emotional connect you’re trying to build with your potential customer.
Visual is Key
Rich media content is an integral part of a digital campaign across the region. The reverence for quality creative is enormous and irrespective of which vertical or industry you work with, make sure each visual is better than the 1st, both in terms of story telling and quality. You cannot afford to compromise on the quality if you’re looking to build a reputation that lasts and a business model that is sustainable. HD videos and high res creatives form the core of every campaign. Offline is an extension of your digital presence, so ensure that synchronicity is maintained and quality is epitome. The UAE is clearly not a land of ‘any publicity is good publicity.’
More than 500K advertisers are using Instagram to grow their business. How you use visual to get ahead in the game, is something your brand will need to assess. Visual is key to ensure seamless integration of conversations in the virtual world and real-time engagement between brands and it’s target group.
IMC; Integrated Marketing Communications (IMC)
In the UAE, even as digital marketing is the core of every brand, there’s still a great deal of trust, value and respect for traditional marketing. Therefore, a successful digital strategy should include a process than can create a point of convergence of various online channels merging with various other traditional marketing forms like exhibitions, branding collateral, PR, partnerships, flyers, newspaper adverts and many more.
For example, hoardings in the right place, to ensure the eye balls that you’ve targeted on social media. Uniformity of content across platforms and channels plays a crucial aspect of your marketing campaign.
Luxury is Aspiration
The UAE is an amalgamation of the culturally and financially rich, which are happy to pay a premium for products that can showcase uniqueness and luxury in every sense of the term.
So when designing content, reiterating aspects of luxury and aspiration will help you grab the user’s attention. It’s not about deals but lifestyle experiences, which sets brands apart from each other. UAE is an affluent, power-packed market across industries of technology, lifestyle, real estate, automobiles and the likes. The keyword here is aspiration, and certainly not deals.
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