Sep 19 2010 |
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Marketing lags behind demand for digital solutions from consumers
Sunday, Sep 19, 2010
Gulf News
industry failing to capitalise on high internet penetration
Abu Dhabi The marketing industry in the Middle East and North African (Mena) region is failing to keep pace with consumers’ digital demands, according to the chief operating officer of a digital agency in Singapore.
Oz Aksugur, Worldwide Chief Operating Officer of Blue-Interactive, told Gulf News yesterday that although internet penetration in the UAE was on a par with the United States, many companies were not utilising digital marketing solutions to enhance their brands.
“It is very early days but there is huge internet penetration in the UAE, Bahrain and Qatar; the market here is at a similar stage to what the Asia-Pacific region was going through around five or six years ago,” Aksugur said.
Blue-Interactive recently embarked on a joint venture with BPG Group ( Bates PanGulf ) to increase awareness and education on the importance of digital solutions in marketing.
BPG Blue is described as combining BPG’s local market knowledge with Blue-Interactive’s expertise in the digital domain.
Rahul Kalia, a partner at BPG Group , said: “We want to provide a strong digital offering in the UAE and indeed across all the GCC countries; we also want to offer something different from our competitors.
“Blue-Interactive work with some of the world’s biggest companies and they will bring a very structured, rigorous and data-driven approach to this joint venture”.
Blue-Interactive has a roster of blue-chip clients that includes Motorola, Gillette and Singapore Airlines. BPG is currently working with brands such as Spinneys, Jumbo and Rivoli.
Kenny Powar, Chief Executive Officer of Blue-Interactive, said: “Companies with a strong digital presence achieve a greater level of credibility than their rivals and are more able to represent themselves online in a clear way”.
“They are in a position where more people can see what they are doing and how they are doing it while also gaining a competitive advantage,” Powar said.
Traditional print and outdoor media have witnessed a decline in advertising revenue over the past two years across the globe whereas digital marketing has experienced rapid growth.
The Mena region is also home to the youngest demographic population in the world. Internet penetration in the UAE currently sits at 76 per cent.
Aksugur said: “Blue-Interactive was set up in 1999 and we face challenges every time we enter a new market”.
“It is an education process but by embarking on this joint venture with BPG Group we can tap into their resources and deliver the best digital marketing solutions to the MENA region,” Askugur said.
“Arab culture is all about community and online socialising is growing at a much faster rate here than in Western nations. People are discussing music, politics and religion online; they are engaging in conversations in the virtual world that perhaps they could not have in the physical world.
“Consumers are also having conversations online; they are reviewing products and giving feedback, both positive and negative. If your business is not online, there is a whole world that you are missing out on.”
Supplied picture
More spadework needed
Oz Aksugur, Worldwide Chief Operating Officer of Blue-Interactive, said the market here is at a similar stage to what the Asia-Pacific region was going through about five or six years ago.
Companies with a strong digital presence achieve a greater level of credibility than their rivals and are more able to represent themselves online in a clear way.”
Kenny Powar
Chief Executive Officer of Blue-Interactive
By Kevin Scott?Staff Reporter
© Gulf News 2010. All rights reserved.
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