Over the last couple of decades the Internet has become a huge worldwide phenomenon. Latest global figures show that the number of internet users (also known as ‘Netizens’) now stands on the verge of exceeding 2 billion!
Of that total a whopping 64 million of them are in the Middle East, accounting for a staggering growth rate of 1825% over the past decade. Amazingly this growth rate is 15x that of what was seen in North America over the same period.
As more and more people are gaining access to the Internet, it is the perfect opportunity for companies to move their business to the Web.
At the start of the Internet age Europeans and North Americans were by far the largest users. However, this is gradually changing as other continents embrace the World Wide Web. In recent years there has been a big increase in Internet users in regions such as Africa, Asia and the Middle East. Since 2000, the number of users in Africa and the Middle East has increased by around 1,800%. Meanwhile, Asia has gathered 704 million users – over 300 million more than any other region, encompassing about 42% of worldwide users. This can be attributed to large population in Asia; a staggering 3.8 billion of the 6.7 billion people on earth (that is 56%) live in Asia.
Another change is that Europe has overtaken North America as the second biggest user of the Internet. In terms of percentage of their population Asia is still quite far behind, with North America having the highest figure. Only 18.5% of Asians use the Internet, while half of Europeans do and three quarters of North Americans do. In the Middle East, 30% of people use the Internet today, however, this reach is rapidly increasing and as it does the importance of businesses being well presented online becomes ever more apparent.
Computers and the Internet are modern inventions which therefore effortlessly fit into modern life of Europeans and North Americans. Many Africans and Middle Easterners have very different lifestyles and this is reflected in the figures. Asia is a mixture of old and new, but modernising all the time, thus the increase in Internet users. As developing nations like Asia, Africa, and the Middle become more technologically advanced this trend is likely to continue.
Businesses and organizations in the Middle East that want to capitalize on everything the Internet has to offer should look no further than the web design and development firm, Mint Twist. Originally based out of London, Mint Twist has successfully created websites and marketing strategies for a wide variety of companies over the past eleven years. They are now entering into the foreign marketplace with the opening of Mint Twist Dubai. The growth of business and Internet seen within Dubai and the Middle East could not be better supported and facilitated than by the experts at Mint Twist.
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The haze and aroma of fireworks has now subsided following the grand launch of the amazing 800 metre tall Burj Khalifa tower in Dubai.
The world’s tallest building is settling nicely into its new name after being known as Burj Dubai during more than five years in construction.
But is it a good idea for a brand to change its name at the moment of launch?
Dubai marketing consultancy Tenzing would say this is normally not a wise move. However, in this case (whatever the underlying reason) we feel that the long-term benefit of renaming the tower after the President of the collective nation will outweigh the short-term discontinuity in message – as well as the cost of replacing all the signage…
Dubai’s achievements and extrovert personality have long overshadowed the identities of its neighbouring nations and fellow Emirates, most notably Abu Dhabi – its senior sibling and the federal capital of the UAE – to the net detriment of clearly communicating their shared values and identity.
Abu Dhabi has taken more of the international limelight in recent times, with happenings like the acquisition of Manchester City and its new Formula One circuit, but an independently more boisterous Abu Dhabi brand will not help to resolve the jigsaw puzzle of competing Gulf identities for most foreigners.
The time has surely now arrived for the UAE to market itself as a coherent and highly functional entity, with the scale and diversity of economic activity to take a step closer to achieving genuine global respect.
The naming of the iconic Burj Khalifa building represents a significant (and tall) step in the right direction.
Tenzing Marketing Consultancy – based in Dubai – is helping brands to reach new heights.
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In 2004, Nadiya Ltd was a young company, with a fast-growing corporate gifts and hospitality business focussed on markets in the Middle East.
Nadiya contracted a Dubai based marketing consultancy to develop a premium branding system and help take Nadiya into the FMCG retail sector.
They developed a brand story for their brand launch. The Nadiya brand celebrates traditional Arabian culture and hospitality, with a contemporary twist.
Then they defined their brand experience for their brand launch – Nadiya hospitality is always the talk of the town.
Tenzing Marketing Consultancy then worked with them on Pack Design. The Nadiya logo conveys a stylish and relaxed mood and their elegantly designed packs promise tasty treats within.
Finally Tenzing worked with Nadiya to design and deploy a sustainable and cost effective adverstising campaign that still provides a strong return on investment. Nadiya advertising has always communicated the brand heritage and exclusivity.
Six years later, Nadiya is the leading retail brand in the Middle East, continues to thrive in servicing the Gulf’s five star hotels and corporate gifting sectors.
Tenzing Marketing Consultancy based in Dubai that work with small and medium sized companies to help their brands perform better.
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