Digital Marketing in the Middle East

CHAPTER 1: INTRODUCTION1

Background of the study1

Purpose statement8

Research questions8

General8

Specific9

Significance of the study9

Definition of the Terms10

REFERENCES11

CHAPTER 1: INTRODUCTION

Background of the study

In the era of globalization, it is imminent for the companies to attract and retain customers or potential customers by providing them awareness about their products and services. The company can only be succeeded if products and services are properly advertised. Potential customers would not be aware of the companies' offering without effective marketing. Companies are facing tremendous changes in their marketing activities and strategies after the emergence of digital technologies. It is prognosticated that every company's marketing mix facet will be challenged radically by the end of this decade. The Internet is an effective channel for marketing products and services. The Internet marketing tactics can be utilized to grow and maintain the customer base in a service-based business. Social media, such as Facebook and Twitter, not only presents marketing opportunities, but also new strategies to enhance customer experiences and assists in differentiating services. According to Cheater (2008), the use of these new technologies, as means of communication, is considered to extend current service offerings. In a service-based business, the customer becomes an element of the service system that allows the customer to interact with the businesses. According to Bhargava (2006), while much dispute has been had about how the Internet has or has not changed traditional views of marketing. One thing is certain, consumer expectations about convenience have been altered, and competitive responses have happened in real-time. According to Kohring & Matthes (2007), technological advancements have facilitated firms in recent years to reach their consumers by using multiple channels and multiple communication mediums. With online channels, the traditional channel of brick and mortar store has been supplemented. The traditional communication media such as newspaper, television, and radio have been extended to encompass emerging media such as emails, e-catalogues, educational programs, and social media to engage with consumers at mass, as well as, at individual levels. According to Kapferer (2004), across these multiple channels, firms are offering numerous multiple categories. In terms of price, promotion, place and products (4Ps) firms have expanded their marketing strategies and this helps the firms to engage and interact with the consumers. The highly integrated and changing environments have numerous challenges pertinent to the implementation of digital marketing strategies. According to Kang & Cappella (2008), companies by using advance technologies would be able to attract and retain consumers more effectively. With the help of multiple channels, retailers are able to characterize these channels in an effective way that helps companies to reach consumers. These channels include personal selling, catalogue, online marketing etc. However, there are retailers who use multichannel retailing strategies, for instance physical stores, kiosks, wireless channels, catalogue and the Internet to get their customers. For interacting and communicating with the consumers, retailers use multichannel.

In the Middle East region, digital marketing has witnessed a growing trend. Companies on average spend 22% from their marketing budget on digital marketing (Schultz & Schultz, ...