Marketing Tools in the UAE - Dubai Live Events

The range of marketing tools being utilised in the UAE is great, including Dubai live events, branding digital and social media initiatives, public relations as well as advertising.  The mix of activities utilised for specific purposes varies according to a number of factors, not least the budget available.  In addition to the budget, there are a number of specific factors to be considered when developing a marketing campaign in the UAE.

Local Expertise

Due to the specific dynamics of business within the UAE, it is perhaps beneficial to enlist the help of a local company to provide the necessary expertise, with driving growth group, a UAE branding agency, well positioned to provide just such expertise. 

Cultural Awareness

In common with most regions, the UAE has areas of sensitivity, traditions, humour, protocols and behavioural norms which any company hoping to do business there would be well advised to research extensively before implementing any kind of marketing campaign. Failure to do so may result in not only a wasted budget, but also damage to the likelihood of doing any future business in the region.

Cultural Sensitivity

Cultural sensitivity in business is critical to success, and this is not more true than in marketing.  Failure to recognise that a successful campaign in one region will not necessarily transfer into a successful campaign in another would be a fatal mistake.

Language

This is particularly true where the language root is very different.  A campaign that was well received in an English speaking country, like the UK, may fail miserably in the UAE if the campaign was focused on very British characteristics.

Humour

Humour is another area to be extremely aware of when trying to devise marketing campaigns across cultures and regions.  Simply put, humour does not translate well. This is even true where the same language is spoken - compare humour in the UK to the USA and you will see significant differences even though both speak English.  It might be the case that whole aspects of a campaign need to be changed to suit local humour.

Selling Points

Most marketing experts would agree that selling points provide the fundamental backbone to a campaign.  It would not be wise to assume the selling points in the UK, or the USA, will be the same in the UAE.  This is for a variety of reasons, including both national culture and business culture as well as social aspects.  Campaigns need to be based on the local selling points rather than generic ones transported from elsewhere.

If you are looking to implement a marketing campaign in the UAE, and would like to utilise Driving Growth's Group extensive knowledge in the region, please contact them!

Tags: Driving growth group, Dubai live events, UAE branding agency