Page 29 - Gulf Marketing Review

C O V E R S T O R Y

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THE WORLD WIDE WEB MIGHT BE REDUNDANT

Niranjan Gidwani, -QRNO /`NL]\R^N 9O LNZ /ZW[ 1ZW]X

The digital medium has been growing year is now being pushed on an app.
on year for quite some time, but I feel that it Some entrepreneurs are going
is only in 2017 that we can say that it became “siteless” and are only pushing apps.
more commonplace in the UAE. It is very indicative of where the future of Insydo have filled for local news and events
Multinational brands to local brands, fast marketing and communication is headed. in a much more contemporary style.
food chains to your local restaurant and even The world wide web as we know it might Press will face one of its toughest years
your maid service and laundry service jumped be redundant in the near future. in the UAE as the digital medium becomes
on the digital bandwagon, not only to market Influencer and blogger marketing are all-encompassing, going beyond just social
their services but also reach consumers through where I was hoping the brands would move media marketing.
the development and promotion of apps. For and this has largely been the case. The proliferation of e-commerce sites for
a consumer to reach out or access any service Press, which was one of the earliest not just shopping but also services will fuel
digitally is now truly possible. embracers of the digital space with websites, this growth. The introduction of VAT will also
App development and its marketing was has not evolved fast enough creating a vacuum eat into marketing budgets, resulting in an
really the strongest trend last year. Everything which sites/apps such as Lovin’Dubai and overview of channels and spends.

DECEMBER 2017/FEBRUARY 2018 I GULF MARKETING REVIEW I 29