Direct Marketing 2006, the region's only dedicated conference for the direct marketing industry, to be held from June 24 to 28, 2006, at the Dusit Hotel in Dubai, will focus on the increasing potential of targeting consumers through internet and mobile marketing, by incorporating the latest technological advances for ‘e-messaging’.
The Internet growth rate in the Middle East is currently more than twice the global average and according to industry analysts, the number of Internet users is projected to increase to 52 million within the next three years, whilst mobile phone subscriptions in the Pan Arab region are set to grow to about 110 million.
Jennie Bishop, Conference Manager, Direct Marketing 2006 said, “The direct marketing industry in the Middle East is on the verge of dramatic growth especially with the emergence of the latest mobile and computing technology. With subscriptions multiplying and rates falling, the market is set grow exponentially and the conditions for ‘e-direct marketing’ are ideal.”
Another advantage of using technology as an integral tool in direct marketing is the unique demographic trends prevalent in the region today. The Middle East has one of the youngest and fastest growing populations in the world. Each year the regional market grows by an estimated six million people, over 50 per cent of which spend more time surfing the Internet and using their mobile phones than reading newspapers or watching television. Teenagers in particular are well versed in IT and comfortable receiving and replying to advertising and promotional messages on their phones and on their email accounts. The benefits of cost, speed and flexibility are obvious.
“However, unfortunately sometimes consumers associate direct marketing with SPAM cluttering their inboxes and intrusive text messages on their mobile phones. By utilising qualified and professional IT resources, professional direct marketers can distance themselves from these ‘cowboys’, raise industry standards and get ‘opt-in’ and e-personal,” she added
Mobile phone penetration in the UAE has now reached 88 per cent, as mobile phones are now not only considered just convenient, but indispensable. Furthermore, the younger generation, in particular, tends to update their mobile handsets regularly, craving the advanced features offered with each upgrade. With companies constantly on the look out for innovative ways to target consumers, direct marketing campaigns can reach market segments, more traditional methods regularly fail to access.
'Direct Marketing 2006 will address the ‘e-issue’ as well as providing an ideal platform for regional and international industry players to come together and determine the future of direct marketing throughout the region. The enhancement of IT and the telecoms infrastructure will provide the foundation for the e-direct marketing revolution,' concluded Bishop.
Other world-class organisations represented at Direct Marketing 2006 will include, Xerox International, Air Miles, DHL, Emirates Bank, ICLP, Wunderman, Promoseven, Nestle and OgilvyOne.
Direct Marketing 2006 is being organised by the Institute for International Research (IIR) and is supported by, the Direct Marketing Association (DMA), Chartered Institute of Marketing (CIM) and the Federation of European Direct and Interactive Marketing (FEDMA).
Sponsors for the event include key industry specialists such as, Xerox, ProAct World, AIG MEMSA and Air Miles.
