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By: Yasmin Helal
 
Have you been receiving text messages disrupting your sleep at 5:00 am in the morning more frequently than ever? Have you gotten bombarded by trillion promotional emails in your inbox lately? So have I.

Many Dubai companies have now adopted new marketing schemes that have invaded all types of different technologies that you and I use everyday. This has been labeled Digital Marketing and has been described as more efficient than other conventional ways to promote products and services. The chances of these marketers missing you are as slim as you missing a text message on your cell phone or an email in your inbox. This movement has proven so successful that it started threatening many companies that are following the old marketing ways.
 
Sam Potter, a journalist at Communicate, said, “The dimensions of modern media and consumption habits have changed, and the results have been stunning. The collapse in newspaper readership, the explosion in the number of television channels and the use of mobile phones to access the Internet have all contributed. What have accelerated the phenomenon are the economic challenges faced by businesses, which have reduced the spending power of many marketers.” Communicate is a media and marketing magazine which has devoted an entire edition to the topic of digital media versus conventional one.
 
According to Sam, this phenomenon is neither sudden nor is it exclusive to the region. He also mentioned that due to the market’s young population, Dubaians will learn and adapt to this digital movement faster than other parts of the world. “The days of long term loyalty to brands and simplistic marketing strategies may be numbered,” he added, “the business world in general has had a lot to cope with over the past two years and so the full implications of a switch to digital marketing techniques will take a while to assess.”

Although Sam mentioned that it will take a while before digital takes over, the time will eventually come. If you are a conventional marketing executive, it is about time you get yourself digitized up.

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6 January 2010 10:25:08 PM

does thid mean a change in msrketing university systems - Posted by ghada

5 January 2010 9:11:52 PM

Thank you for this article - Posted by reem

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