The UAE is a country that’s recognized as one of the top shopping hubs in the world and it’s not just because it’s got a powerhouse of brands available but due to the larger-than-life shopping experiences that it has to offer. With the retail landscape of the UAE's rising to newer horizons, brands are constantly vying to outshine each other – and this is where display advertising comes into play. But remember, as effective as it can be; it's also a path that’s tricky to ace.
Display advertising, visual merchandise, and communications that go on the windows is the lifeblood of any retail business, of which an advertising agency in Dubai is the heartbeat – done right and you’ll have an army of customers walking in round-the-clock. Having said this, let's dive right into the top 5 common retail display advertising blunders to steer clear away from.
- Ignoring the power of localization in a diverse market
The UAE is an expat hub with people from across the globe, so it’s important for brands to embrace local elements in their advertising efforts. A notable example of this important aspect being ignored back in the day is by an American fast-food giant and let’s address the elephant in the room – the people were just not lovin it.
- Failure to integrate Arabic language and culture
Although English is widely spoken in the UAE, ignoring Arabic in your retail display ads can prove to be problematic. For example, a few luxury brands have faced criticism for not including Arabic calligraphy or cultural references in their storefront displays. This oversight can make potential customers feel like they and the brand are disconnected.
- Ignoring the power of visual storytelling
Attention marketeers and brand managers, your retail displays need to tell your audiences a story. Many brands still make the mistake of cluttering their displays with too much information or they can’t create a coherent story. If your display ads don't resonate with the hearts and minds of your target audience, it's as good as having a sale in the middle of a sandstorm – utterly futile.
- Ignoring data-driven insights
Data is the currency of today’s advertising world – neglecting the use of data-driven insights can lead to costly mistakes. A global fashion brand learned this the hard way when they failed to analyse consumer behavior and launched an advertising campaign that showcased winter wear during the hot UAE summers. It was the obvious disconnect from seasonal awareness to advertising that led to a poor performance of that campaign. Over 97% of marketers use customer data for decision-making, so don’t be left within the remainder 3% that’s genuinely missing out on this gold mine.
- Ignoring mobile optimization
In a society where mobile devices are virtually an extension of the self, ignoring mobile phone efficiency in retail display advertising risks visibility to a vast majority of your audiences. Remember that furniture retailer that had a fantastic website, but it wasn’t optimized on a mobile display? They lost potential customers who were looking for a seamless mobile shopping experience. Did you know that the UAE ranks second in the world for mobile internet penetration, with over 95% of the population accessing the web via their trusty mobile devices? Yes, you read that right!
If your display ads aren't tailored for those tiny screens, you might as well send potential customers a message saying, "We're not interested in your business." And trust us when we say this but they’ll end up taking the hint faster than you can actually, swipe left.
The uptick continues as people buy more online, using their smartphones.
In conclusion, the world of display advertising in the UAE requires careful consideration towards localization, language, consumer behaviour, leveraging the power of data and narrating a delightful visual story. Avoiding these standard display advertising mistakes isn't just advisable; it's mandatory for survival. If you’re unsure, get in touch with a creative marketing agency in Dubai to get onboard as your trusted co-pilot.
By implementing powerful retail displays with these in consideration, brands can easily avoid the common faux pas and elevate their advertising efforts to resonate with the diverse audiences of this dynamic market.
If you’re looking for a creative marketing agency that is here to find you a solution – whatever your objective may be, get in touch with the experts at tarqeeeb. Together, let’s begin building your tarqeeeb, today.
About tarqeeeb
tarqeeeb proudly seeds from the innate desire to arrive at a solution – whatever your objective may be. It is a creative marketing agency homegrown in the UAE that is here to power brands, businesses, and marketing agencies with Offline Design Solutions and Online Content Solutions. Home to a collective of the most creative minds in the region, design specialists, UI/UX artists, content geniuses, and project management guides, tarqeeeb is co-founded by Naren & KC, both of whom flaunt over a decade-plus of expertise in partnering with globally renowned brands within the MENA landscape and across international lands. If you’re looking for a full-fledged marketing strategy or simply looking to fill in the gaps – give us a shout! We’ve got actual human intelligence and we aren’t shy to flaunt it – get in touch with naren@tarqeeeb.com and kc@tarqeeeb.com!
