Online marketing gaining momentum in the Middle East
Internet marketing is gaining momentum as a critical tool in a company’s marketing-communication plan as witnessed by the trend of leading luxury brands that are turning towards the Internet to boost their products. Increasing Internet penetration has led to the incorporation of the World Wide Web into a global media strategy alongside print and audiovisual media.
“The online marketing industry is still in its infancy and did not meet our expectations in the first semester of 2002. This was mainly due to lack of awareness, as marketing professionals were still relatively unsure about the various methodologies available to use the Internet as a major communication tool,” said Christel Whelan, managing director of 121 Strategies.com FZ-LLC, an interactive marketing communication agency based in the United Arab Emirates (UAE).
However “Current market feedback indicates that the market will gradually pick up during the latter half of 2002 or the beginning of 2003 with visible signs that Internet marketing will soon become an integral part of a full-fledged communication plan. It is estimated that currently 4.5–5 million Middle East residents have access to the Internet, which in the UAE only accounts for more than 30 percent of the population.
Internet marketing is a new tool that allows an extensive degree of targeting as well as provides interactivity with customers and allows a greater degree of tracking and monitoring. — (menareport.com)
© 2002 Mena Report (www.menareport.com)