Advertisers have started getting personal, and the database is now one of the most useful marketing tools of all. Getting your details is now a top priority for many Gulf businesses. The benefits of direct marketing are too good to ignore, but the difficulties and potential pitfalls are expensive if handled badly. Unfortunately, the quality of advice on offer, not to mention the databases being used, can vary greatly. The benefits, at least, are obvious.
Lead times are shorter.
And I like measuring things, seeing how my money is being spent. As custodian of a budget you have to ensure your costs are viable, and with direct marketing I can work out my return on investment. In the culturally and politically sensitive Gulf region, these limitations can be significant. In Saudi Arabia there are strict limitations on the depiction of women in advertising, while throughout the Gulf the proliferation of satellite television makes targeted broadcast advertising a difficult proposition. Qatar and Oman, both potentially good markets, are only beginning to adopt a more personal approach to their customers.