Despite mobile use in the Middle East expanding rapidly, mobile ad spending is still lagging behind the rest of the world. So for companies in Dubai a fast entry into mobile marketing is the key to surging ahead of competitors.
Have a mobile site
It may seem obvious, but many businesses still don’t have a site that is optimised for mobile visitors. Because of the difference in screen size, a mobile website is configured differently and allows people to move around (and make purchases) with ease.
There are two different routes for creating a mobile site. Either you have a completely different site that is purely for mobile, or have a responsive website built. Many believe a responsive website is the only way forward; however this is for those who are building a new business website, or are having their old website re-designed. This is because a responsive website is a single site that responds to be seen at its best on multiple devices. If you already have a well-established site, a purely mobile site could be a less expensive way forward.
Another positive for building a mobile site is that it can be changed quickly on a standalone basis, whereas changes to a website will be seen by anyone coming to your site, not just the mobile visitors.
Just ensure that your mobile site (or responsive website) looks good on lots of devices, not just on your own or your designer’s mobile phone.
Facebook is the dominant website in mobile for the majority of MENA countries, so should be integral to your mobile marketing campaign in UAE.
Firstly you need to set up a business page on Facebook and begin populating it with relevant content. That can be updates on campaigns, competitions, videos and product pictures. Give as much information as you can, such as your location and opening hours, as this helps when people do a local search on Facebook for businesses similar to yours.
Mobile ads do work, so it’s worth researching your market and getting some out there. And since so many people use Facebook, that is a reasonable place to start. Outside of that, use traditional marketing insight to target those online websites you know your customers use.
Also, using a mobile site means you can track where your customers are coming from and therefore plan future campaigns around the most successful traffic routes.
SMS is still an effective marketing scheme in the Middle East, and if you can give people a mobile site to visit you’re upping your chances of converting a visitor into a sale.