Dubai-based digital media agency Cosmos Star Consultants is witnessing an uptick in the adoption of digital marketing practices among companies in the emirate’s manufacturing sector.

Sheetal Pinto, project manager of Cosmos, said Dubai’s manufacturing industry, in general, has been one of the last sectors to embrace digital brand engagement, which is proving to be a game changer for businesses across various industries.

“Over the past years, there has been a major shift from offline to online marketing, resulting in more and more industries establishing an online presence. This trend is not only prevalent in the GCC and the wider Mena region, but in other regions worldwide,” she said.

Cosmos believes the future of marketing lies in the digital space, which not only enables a more cost-effective way of promoting a brand, but also encourages an immediate and quantifiable engagement with customers, said Pinto.

“The UAE manufacturing sector has faced several challenges over the years, including stiff competition and a need to distinguish themselves from international brands, which is why digital marketing is starting to gain traction, based on our industry observation,” she noted.

In the UAE, digital marketing is a fast-growing segment. According to a 2013 report published by the OOXmonitor, the country accounts for 47.1 per cent or $108.22 million of the entire digital advertising spend in the GCC region.

“Manufacturing marketers are constantly fighting for growth in an environment where budget is often constrained. Digital serves as a powerful medium for interacting with consumers in a highly scalable and speed-to-marketway. It has the potential to increase return on investments (ROI) by 12 to 15 per cent and generate leads,” Pinto said.

Aside from Dubai, Cosmos Star Consultants has an office in Abu Dhabi and presence in India and the US.

It currently offers online marketing, online media buying and planning and web services to companies in the private sector, academic institutions, government and non-governmental organisations. - TradeArabia News Service