The effects of the 2020 pandemic have continued well into 2021, with a high probability of policies and trends that will be forever changed. Companies that were once forced to quickly rethink the way they work are now planning for longer-term strategies that embrace this new global environment. Agile businesses are adopting digital networking strategies to keep sales humming while job seekers explore a global marketplace of opportunities.
Virtual Events
The pandemic has limited in-person interaction forcing businesses and individuals to turn to virtual operations. With local laws imposed worldwide to tame the spread of the virus, sales and marketing events are being conducted online. The biggest advantage of virtual events is that they are not restricted to a single geographic region, and cross-border collaborations have been vital in connecting businesses and consumers.
Mideast designers recently participated in the "Emirati Fashion Days," a nine-day virtual event organized by "Hala China" in the UAE, with support from the Chinese Fashion Association, the Chinese Textile Information Center, and the UAE Embassy in China.
During this crisis, companies have leveraged the internet and technology to move marketing events online. The global virtual events industry is among the sectors that are reaping big from the pandemic. According to statistics, the market was valued at $77.98 billion in 2019 and is projected to grow by 23.2%, reaching $774 billion by 2030.
Content Marketing
In the digital world, content is king, and brands and marketers are retargeting their efforts accordingly. With many people turning to the internet to work, interact, shop, and conduct other businesses, there is a massive growth of online traffic. Companies are tapping into this growing online community offering creative content to attract and monetize their efforts. High-quality content should be well-written, readable, and engaging. By facilitating an online community of loyal customers, businesses can increase interest in their products and services, ultimately generating qualified sales leads.
For added value, some companies offer educational materials to their readers to further attract and better engage readers. The aim is to establish an online community that can sustain and expand the company's digital marketing capabilities in the long run.
Paid Digital Advertising
Even before the pandemic, social media has overtaken print and digital platforms as a primary source of information for many users. Beyond news updates and social interactions, businesses are using these platforms to generate sales leads. Social media companies like Facebook and Twitter are raking in billions of dollars in annual revenue, driven mainly by an exponential growth in advertising revenue.
With the social distancing and restricted movements, Dubai's annual shopping extravaganzas rely on social media platforms to showcase their products and reach new customers. Research shows that 98.98% of UAE's 9.83 million population is active on social media, making it a marketing hotbed for brands, small and multinational. There are currently 9.52 million social media accounts in the UAE, with 2020 registering a whopping 10.6% or 932,000 in new accounts created.
The Continuing Rise of Influencers
The new wave of online celebrities continues to be a strong value proposition for businesses looking for exposure. Partnerships with well-known influencers in industries like food, fashion, and travel are lucrative opportunities for both sides. A recent report that analyzed Instagram accounts of 50 popular social media stars pictured abroad during the pandemic shows likes per post for influencers abroad increased by 144%.
As business setup in Dubai remains a highly in-demand service, digital growth is an essential strategy that will allow brands to reach a much more diverse audience through well-executed technology and marketing plans. Business Centres in Dubai, like Sentinel, are well poised to assist and grow organizations through company formation and registration, flexible office spaces, and professional services that give businesses a much-needed leg up on the competition.