The world is quickly becoming digital. People are consuming digital content on a daily basis. Companies are starting to recognise the importance of getting digital and it is essential that marketing departments adapt quickly to the new circumstances and actively hire professionals in this field.
Soon, all traditional marketing forms will disappear as digital marketing will replace them. While some generations will no doubt lament the loss of paper newspapers, books and old fashioned communication methods, new generations who have grown up with the Internet and mobile phones are already embracing the brave new world of digital consumption. Digital marketing methods are faster, more practical and versatile than the old ones.
According to a study by Statista, the UAE has the highest level of smartphone penetration in the world at 73.8 per cent. The web is fast becoming the favoured way to connect with businesses. The long established eCommerce and website market in the UAE continues to boom. Now that the market is becoming more cluttered, ensuring brands attract the right consumers and ahead of their competition, methodologies such as Search Engine Optimisation (SEO) and Pay Per Click (PPC) will play a pivotal role in this. Digital printing has been in the media for some time, but 2016 should see this move to mainstream. It goes without saying that the mobile is still key and will remain the forerunner in all things digital.
More and more brands are building an online presence and this makes for a cluttered marketplace. Eighty per cent of online activity by consumers starts on Google. If your website isn’t on page one, you may as well not exist. Staying page one and staying ahead of your competition is key and this is where SEO kicks in. As one of the oldest digital agencies and managing the SEO for Facebook, we are positive that in the next five years, we will see traditional media such as print start to die. Brands are becoming smarter and their marketing dollar more valuable than ever.
When it comes to services and the challenges that customers face, it is all about ensuring brands can get in front of the right customers. The majority of brands in the region now have a web presence, but how do they stand out? How do they find the right customers? How do they turn everyday customers into brand advocates? The answer lies in all things digital.
- The author is general manager of Bruce Clay Middle East