Advertising in the UAE 2011The Mixed Bag Model<br />By @alextohme<br />
UAE overall (From Abu Dhabi DED)<br />2010:<br />Population surged to 8.26 million due to foreign nationals <br />Number of Emirati nationals grew by less than 100,000, (from 851,164 in 2006 to 947,997 2010)<br />The percentage of nationals in the overall population has dropped to 11.47 %<br />Abu Dhabi had 42% of the national population<br />
Dubai<br />There are approximately 1.480 million men in Dubai against a mere 431,415 females. <br />The figures showed nationals remained a minority in Dubai, the region's main commercial centre, standing at around 168,000, just under 9% of the total <br />
What does this mean?<br />If brands prioritize targeting nationals (because of spending power) that’s only 11% of the entire population – DON’T FOCUS ON THE SHORT TAIL<br />There are almost 3.5x more men than women in Dubai<br />
The rest of the long tail and BOP<br />If your brand discounts the majority of these men because they are labourers, there is no room for innovation for the BOP population (http://www.cs.berkeley.edu/~brewer/ict4b/Fortune-BoP.pdf )<br />Seth Godin on BOP here http://sethgodin.typepad.com/seths_blog/2010/09/marketing-to-the-bottom-of-the-pyramid.html<br />At the recent “Planet of the Apps” a senior industry exec said 100 million #smartphone users + models similar to #iPhone for just USD$75 in India<br />Foreign workers send home over $2.7bn / month from the UAE in 2011 - up 15% from same period last year<br />
More implications<br />Assume women are more social and digital and tailor our creative / media buy accordingly<br />Attend the “Marketing To Women Conference” at the end of May http://www.gmr-online.com/m2w.php<br />Lead innovation for females through creativity<br />
Even MORE implications<br />Focus on the HETEROGENEITY of the UAE population and tailor communications accordingly<br />Look at where new sources of consumers are coming from – China / Russia <br />If your brand is global, co-ordinate with your other global offices<br />
Hyperlinks to whitepapers<br />How Global is the Business of Retail by CBRE 2011<br />Using Long Tail Sites to optimize Media Spend<br />Growing International Business with Global Content Value Chains<br />Women in their Digital Domain<br />The Top 50 most Valuable Chinese Brands<br />
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