مديريت

Effective Middle Eastern Marketing Strategy addressed at Dubai forum

The Marketing Strategy Forum 2006 hosted by the Institute for International Research [IIR] was designed to deal with the current Marketing and Advertising techniques currently practiced in the Gulf.

eld at the Dusit Hotel in Dubai, the conference featured the participation of several prominent organizations including the UAE's leading financial establishment, Dubai Bank.

The forum took place at a time when many regional marketing analysts state that the marketplace across the Middle East is witnessing a sudden and rapid process of maturation, which has become less regionally based and more international. If these trends continue, the level of marketing currently observed across the region is expected to increase exponentially over the next five years.

The Marketing Strategy Forum was designed to address these developments, while giving advice and providing a floor to discuss the best means to utilize and improve current marketing techniques. Featuring contributions from key organizations and individuals from the marketing field and the wider business environment, attendees at the conference included representatives from many established organizations in the Banking, Advertising, FMCG and several other high profile companies.

The forum included Fadi Matar, Corporate Communications and Marketing Services Head at Dubai Bank, who gave insights into Marketing Strategy, Customer Relationship Management, Brand Management and Digital Marketing.

With a technical presentation entitled 'Tracking The Effectiveness Of Your Marketing Spend.' Matar discussed several thematic issues, including the efficient monitoring of communication channels, good budget allocation and the best ways to successfully track advertising promotion.

'The corporate environment of the Middle East is maturing and rapidly evolving.' Matar said when asked about the conference. 'I believe this forum helped to bring to the forefront, the importance of companies effectively managing their marketing performance.'

The week long conference that had presentations under the topic headings of 'New Digital Media Marketing Techniques', 'Direct Marketing: A Marketing Medium That Is Quantifiable' and 'Measuring the ROI of Marketing Activities', included several workshops, was a success.

'Understanding how to achieve effective advertising in the Middle East is an essential and timely matter as the past several years has seen the market here grow more competitive, while its audiences become increasingly sophisticated and media savvy. We hope conferences like this can be held every year. 'Matar concluded.