Creating a Buzz about your business, getting more people to know about you, increasing your contact list, and so much more goes into building your business brand in this digital era.
With the main aim of generating traffic on your business website.
A lot of work and research goes into perfectly positioning yourselves in the market, many brands spend hours strategizing techniques, customer testimonials, google keywords, SEO optimized content and so much more in order to achieve maximum clicks.
Does the higher the number of clicks mean the more successful your website?
The success of any business rightly measured from the rate of conversion, out of the total traffic generated on your webpage. It helps to quantify the success rate.
This whole process is known as Digital Marketing, this term was popularized in late 90’s.
This article will provide you with some 8 upcoming yet amazing trends and techniques that aims at driving sales and conversions with digital marketing in UAE.
DIGITAL MARKETING IN UAE SOCIAL MEDIA USAGE
It is somewhat of a myth around the world that many social media sites are not allowed in the UAE, well it is not all true some features of certain apps are known to be blocked, in spite of which a cheer 98.98% of the UAE population remain active social media users. That is 9.73 billion active users out of the total population of 9.83 billion.
The year 2020 saw a 1.3% rise in annual internet users.
Many brands and new and popular use social media sites to post their ads with an attempt to either increase viewers or product awareness. Youtube and Facebook have a major percentage of commercial ads in the UAE. Some of the most used sites are:
The emirate’s population spends about 2.5- 3 hours daily on social media. It is safe to say digital marketing in the UAE has untapped potential and is a big yes!
To find more details on the social media usage in United Arab Emirates like time spend by people in various social media channels, internet usage time etc.
INCREASED USE OF ARTIFICIAL INTELLIGENCE
Artificial Intelligence (AI) is making its way into everything on the net, in this era of digital domination, no field has been left untouched by a glimpse of AI, marketing and advertising as well have experienced a massive change with the course of AI.
AI is the stimulation of human intelligence which allows a particular program to think. There are many technologies that are already out there, such as chatbots, voice recognition, biometrics, deep learning, global positioning systems that work on AI algorithms.
Then you might wonder what role AI could possibly play in Digital marketing?
Here are a few examples that could provide you deeper insights:
1.Marketing driven by consumer behavior
AI algorithms work based on data sets available. Any platform you use, to make a purchase captures that particular data and stores it to analyze consumer behavior. It helps to define a particular pattern of consumption, preferred price, and products, time of purchase, etc.
This allows them to thoroughly study the taste and preference of the consumers, and finally, these data sets would be able to generate recommendations to the buyer for any future purchase.
This shows that AI is all about the data-driven approach, the recommendations made connect the user with the end products or helps him identify his needs and reach out to the needed product.
2. Voice Search
Siri, Alexa, Google home have become very fascinating personal assistance and are so well developed that you can have actual conversations with them.
The capacity of AI in speech recognition allows us to search based on voice and integrate various types of customized results.
Interaction has become key. generally, people avoid reading all the content available there on the website to learn about the company or its product. They prefer to have a quick in short idea about what they are looking for, without having to scroll too much or read a lot. This problem here has been dealt with by the creation of chatbots.
A chatbot is an automated tool that is responsible for interacting with the user or client that is active on the website. Generally able to answer basic questions, connect the clients, and provide them with a contact number or email Id where the client can get in touch with the business owner.
Even companies like Facebook will be incorporating chatbots on their Messenger app in order to connect customers with business pages.
USAGE OF CHATBOTS FOR PERSONALISED AND FOCUSED SOLUTIONS DWELLS IN UAE
Chatbots are redefining customer engagement. AI conversational chatbots have various capabilities such as actionable instant messaging, push notification, NLP integration which are external functionalities which allow to stimulate human-like conversations to be precise and efficient.
Chat bots have two specific parts:
- Understand the query or input
- Respond to it
Chatbots are basically programs with pre-determined messages that engage in conversation with humans. These conversations promise to be intelligent and are available for service around the clock. Many companies have started integrating chatbots In their service line. It is found that 53 % of service organizations use chatbots.
The projected growth rate of chat boxes over the next 18 months is 136 % which 23% currently use AI chatbots and 31% plan to do the same.
The AI-based chat box is used across service organizations and industries the projected growth rate for some are as follows:
- Media and communication 63%
- Financial services 116%
- Consumer good 87%
- Travel and hospitality 241%
The global view on the chatbot market finds that 45% of users prefer chatbots for customer service.
North America, Asia Pacific, Europe, Middle East, and Africa five Major regions that cover the global chatbot market.
Especially in the Middle East from 2017 – 2020 the chatbot has been covering more and more percentage of the market, by 2040 it has been projected that there would be a growth of around 9.4 in the chatbot market.
CONTENT MARKETING IS GAINING MORE MOMENTUM
There has been an exponential growth in the field of digital marketing in UAE. With which, the importance of content marketing has grown, 69% of leading marketers have said that content marketing has become ‘very important’.
Content marketing has become a discipline recently within a short span of two years.
The region of MENA is going through a period of digital boom, many websites come across a lot of challenges when it comes to the content creation as most of the content available is mainly in English we’ll only 38% is in Arabic which is largely preferred by the users.
Content marketing is most likely to take up 25 to 50% of the digital marketing budgets, Creativity, multilingual content, entertaining content, short and precise content, various needs and opportunities available in the content marketing domain.
With surge in content marketing the need for User Interface Design gains importance especially in United Arab Emirates just because design play an important role in conveying the message to the right audience.
Not all can write well, not all would like to read a lot so minimization of content with apt in proper detail is also a growing need in this area.
User-generated content is any content in the form of text, video, images, reviews, etc that is created by the user and not by the product company.
A user-generated content campaign could be one of the smartest ideas to build a brand and also connect to the user on a personal level. it also raises a certain belief that common people use these brands and their reviews are always preferred over celebrity reviews for random content reviews which they cannot connect to.
Let’s take the example of coca-cola created a campaign of “share a coke” where each bottle has the names of their customers. This was an attempt to increase their exposure on Twitter. This generated an increase of 2% of sales in the US.
Another example, The Heineken challenge, to re-invent the draught beer experience which came out in 2012 requested the customers to share that videos and images in order for the company to help and understand their experiences and find it a way to make better. the customers were not only delighted but also very active in accepting and following the challenge while also enlarging the brand base.
This is one of the most effective and profitable ways of generating content as well as having a strong user base
MAKE SEO MORE IMPACTFUL WITH UAE SPECIFIC TARGETING
The UAE market is mainly connected with the oil and gas industry, rapid development in the technology presence with the IT sector in many free zones areas in UAE has made it an internet dependent country as there is a high demand for Web services.
With nearly a growth of 1500% In the E-Commerce industry, services like SEO SCM became very essential.
The citizens prefer shopping from the local E-Commerce sites rather than the big giants and that is exactly why it’s necessary for these local websites to focus on their SEO.
Most of the content available on the digital platforms in UAE is English, Arabic being the official language is also preferred by the customers.
EXPLOITING BIG DATA – FOR YOUR COMPANY
Digitalsation has also brought about an evolution in customer service. It’s not all about comforting your angry customers, or rewarding repetitive ones, nor about answering the call as per their request.
Now, you get to know them, you get to understand them and you can direct them into what to buy and when to buy.
The system of feedback allows you to understand your customer on a personal level loyal customers do give genuine feedback and allows your product to connect to a larger user base.
Employee learning, making your customer happy ,and actually receiving amazing feedback benefits the feedback model.
The term big data is a fancy word for used for a huge amount of data.
Many international sellers like Amazon Flipkart Myntra generate big data, by recording the date, time and products of purchase.
They use this information to understand the pattern of the consumer’s shopping behaviour and preferences and notify them accordingly in the future so that the chances of sale or conversion is multiplied.
ANALYSIS OF AUDIENCE AND ENGAGEMENT METRICS
Audience engagement matters, why?
According to sources in the UK it’s said that a brand needs to engage with an audience at least 7 times before a successful subscription.
There is a lot of noise and it is very important that your noise should be heard when it comes to the media.
The process of owning an audience is very difficult as you have to understand what the person likes and what they want and how you aim at achieving more followers as you grow your community.
The types of people that visit your web pages are your own audience, people that share your, people that only visit, all that remain engaged for sometime, and some that use your content.
We all know that the ultimate aim of audience engagement is converting a new viewer or a new user into a paid subscriber or when it comes to E-Commerce websites, to convert a click into a purchase.
Engagement metrics live interaction per thousand per 10,000 is important for competitive measurements on social media.
Interactions can be with many kinds in the form of giveaways, meet and greet, free samples products, Highlighting positive reviews on websites and many more.
It’s necessary to understand what feature of your website is the one generating such a huge user flow.
- Is it content quality
- Volume of of content
- Page size
- Page promotion strategy
LEVERAGING INFLUENCER MARKETING
Everything about social media is to connect and build a large community.
The number of people joining social media like Facebook Instagram LinkedIn is increasing on a massive scale, out of these users. Some started to influence people by creating artistic videos, photos and stories to increase in people to use a particular product or follow a particular trend.
One of the most trending brand known as Kylie cosmetics is the best example of influencer marketing.
Kylie Jenner the owner of Kylie cosmetics uses her social media accounts such as Instagram, Facebook, Twitter YouTube, to launch her product details, redirect to her official website, to share reviews of customers, also uses it as a platform to connect with the users and let them know about the upcoming product, upcoming store launches the new stories and whatever is new in Kylie cosmetics.
89% of the market believes that influencer marketing tactics are way better than any other marketing strategy as the ROI on influencer marketing is way higher.
MICRO-LEVEL INFLUENCER MARKETING
Micro-level influencers are basically people that have followers on the social media account below 25000 they are not major celebrities.
How to appoint them?
It is necessary to find apt people who can do the job. Finding an influencer can be a difficult task as they would be one of your faces of your campaign so the selection has to be very very careful.
certain tools that help you to locate and micro-level influencer but they are pretty expensive, HYPR is a selectively free tool and helps you to do the needful.
The tactics of managing a micro-level campaign.
Let’s take an example of green tea by Lipton. they mainly targeted micro-influencers with a follower range of 2000 to 2000 and used two #Zerocalorie & #lightandactive to create a small community and create product awareness.
Apps like MakeMyTrip have video testimonials of users and some influences are allowed to visit some hotels just to explain and show their experience in that place.
Some other methods are creating sponsors, pose being in a promotion, etc.
LOCAL LEVEL INFLUENCER MARKETING
Local influencer marketing is about a 6.5 billion dollar industry it is one of the best ways to promote brand awareness. Cheap, it’s effective, it covers denser geographic areas.
It involves more engagement of people in the marketing process and it provides them with a sense of power which makes more people want to be a part of it with a very little price to pay.
It helps you access new followers which allows you to tap into a wider market.
There is always new and innovative content available and is one of the best ways of ensuring customer loyalty.
EXPONENTIAL RISE IN PRODUCTION AND CONSUMPTION OF VIDEO CONTENT IN UAE
Video content creation is popularly known as Videonomics.
The MENA region’s video marketing consist of 5.5% television Ad, 7.4% TV subscription, 25.5% AVoD and 26.2% SVoD/TVoD. The digital video revenues are estimated to be more than double, UAE region’s digital consumption is one of the highest growth in the world it is projected to grow up to 17.3 % by 2021.
the video ecosystem has four main channels that are, content creation, content aggregation, distribution platforms, and delivery infrastructure.
Middle East is one of the leading players in the FMCG sector; many branches of Nestle, Kraft Foods have had huge investments in these regions.
The gulf region alone imports around 3 billion US dollars of food annually and ever since 2006 there has been an estimated growth rate of about 10%.
Saudi Arabia, being one of the largest economies in the Middle East has also shown a great amount of growth in the food sector the sales alone mounted up to 3.5 billion dollars in 2006, over time Many apps for delivery purposes or pre-ordering have also developed like Zomato.
These areas have a lot of scope for videography when it comes to food, Advertisement of cakes, chocolate, biscuit, healthy wafers and other snacks have begun to gain momentum.
When it comes to marketing and live streaming the only example that crashes into your mind is the Apple product launch.
This idea has gained a lot of support and love from the consumer and a lot of players are also getting into the competition.
In this phase where achieving the target audience is not limited to a specific geographical location with having a product launch in the country you can allow all your viewers to be a part of it via live streaming.
Some popular live streams from Dubai Include, Etro spring fashion show, Mars mission announcement, Nissan Ariya product launch and so much more that is live stream on various channels for allowing millions of users to connect at one time.
In conclusion, I would say that this sphere of digital marketing is ever-widening at a global, national, or even at a local level.
It’s not fixated in a particular manner with more creativity comes more channels of marketing and technology acts as a catalyst for that channel to grow and evolve.
What is trending is what sells!!!