Digital Dubai- The New Mantra for Advertising!
Tracing the old trail
Our older generation lived in a time zone where, advertising was not quite a necessity for propagating the local businesses.
The Era of Leaflets
If you recollect, there was a time, when Dubai, Abu Dhabi and other cities in UAE were bombarded with pamphlets and similar colourful leaflets. This seemed to be the only mode of advertising and it was creating an impression for a long period of time to the public.
As years advanced, people learnt from experiences and of course; put their minds to improve the concept of spreading news about companies. This was mainly due to the fact that though leaflets looked great, it involved a lot of time, and effort to distribute them. Apart from that, these advertising schemes had to follow numerous municipal government laws, making the concept of advertising all the more cumbersome. In spite of these problems, advertisers chose this mode because it was the cheapest way of providing Ads for local business.
The companies which could afford to advertise in better and more attractive styles chose huge bill boards and sometimes even video advertisements were produced. These seemed to have a better impact on the public, but simultaneously faced the problem of not being able to communicate to a very proportion of the local community and also very expensive.
Digital Marketing Age in UAE
After many years, technology began to bloom and creeping into the lives of the common man. This was when it struck a bell in the minds of innovative advertisers. This paved way for digital marketing in Dubai and Abu Dhabi. Local business also opted for digital marketing in Abu Dhabi and Dubai. Some of the common early adopters were restaurants, gyms, beauty parlours and spas.
Evaluating the Effectiveness of Traditional Advertising
The biggest advantage of this form of marketing is that advertiser, can, fine tune his advertisements as per certain criteria, like target audience, budget, time frame, culture etc. A fine example for this type of internet marketing is the Google display and search ads system as they change the advertisements based on what the Google user is searching for.
Now, let’s suppose a situation like a mall or a supermarket that was being run in the early 90’s in Abu Dhabi or Dubai. If you go for shopping, you may have come across thousands of leaflets being distributed as a medium to alert potential customers.
This poses certain problems like:
- It may come across to only 30% of the shoppers at that time.
- It is also quite costly.
- Plus, it may not able to attract all the intended customers.
What do you gain through digital advertising?
Take another alternative that can be handled wisely with the help of digital marketing. Suppose you need to advertise a cosmetic product, and the advertiser chooses to advertise via digital marketing mode. As per Google, once we give basic details, the software will identify the best matching results and then help us to send advertisements to the right target audience within a stipulated period of time. Let us examine the merits:
In this mode, the Return on investment is actually rewarding.
In this case, Google identifies the gender as female and accordingly the right combination of our preferences will be given to these the supposed target audience without much wastage of time, money and effort.
Now when concerned with digital marketing in Dubai and Abu Dhabi, many options like Television and printed advertisements are looked down upon, because we really don’t know how far it can reach the right audience. Another reason is that most TV channels are based according to the local languages, so if foreign communities happen to fall in your target audience, then better opt for digital marketing.
If you use Google adwords and Googe ads, since it is universal website and also as it is known for its quality, you probably understand what convenient digital advertising is all about. Plus, nowadays, there are methods to calculate the inflow and outflow of data, transactions and popularity of each and every product, service, idea, company, campaign or personality in the market today. This is all possible through digital marketing and none other than that.
So this is why advertisers need to switch over to digital marketing as it helps to accommodate affordable budgets, larger target audience and also can be customized quickly at the click of a button.