Marketing professionals are turning to alternative advertising avenues, such as e-marketing, direct marketing and digital signage, in a bid to bolster retail sales across the Middle East.

While sales are depressed globally, now is the time firms are investing in new advertising methods, with the digital signage market set to grow by 125 per cent in the UAE in 2009 alone, according to a recent report in the Gulf News.

“The versatility of digital signage means that marketing messages can be adapted in a moment to best suit market conditions. In these uncertain times, such reactive marketing avenues are proving their value in encouraging shoppers to continue to spend,” said president of Falak Holdings Group (IEC is part of the Falak Holding Group),  Abdul Rehman Falaknaz.

Falak Holdings are the organisers of the Sign and Graphic Imaging Middle East (SGI 2009) Exhibition which takes place from February 15 to 17, 2009, at Dubai Airport Expo.

According to Gulf News, international research has proved that 80 per cent of all purchasing decisions are made in the stores, where retailers are met with a host of digital and audiovisual messages.

In the Middle East, where new stores and mega malls are opening at an unprecedented rate, the digital signage market is set to see exponential growth. The Dubai Metro alone is tipped to invest over Dh10 million ($2.7 million) in digital signage hardware at its stations across the city.

“From malls and supermarkets using LCD displays for in-house digital signage to state-of-the-art technology at POS (point of sale) terminals, the digital signage market is set to take off in a big way,” Falaknaz said.

Despite the global economic turndown, IEC is predicting that this year’s SGI will be larger than the 2008 edition. Among the list of exhibitors already confirmed for SGI 2009 are Gandi Innovations, Fujifilm Sericol, 3M, Obeikan Technical, EFI Vutek, Victor Inks and Systems.

“Dubai, with its $100 billion retail market and its emerging retail trends, is known for its unique perpetual growth rate. The local industry offers tremendous opportunities across all segments of the signage, digital, retail and advertising industries. SGI 2009 is poised to become the definitive index for this specialised industry sector in the Middle East region,” Falaknaz added.

SGI 2009 will dominate Dubai Airport Expo when it takes place in February, with visibility and branding opportunities for exhibitors adding to their overall exposure at the show.

SGI 2009 will showcase the latest products and emerging technologies from the industries of Advertising, Architectural Hardware, Banners & Posters, Digital Imaging, Electronic Message Centres, Electronic Signage, Graphic Imaging, Graphic Services, Large Format Printing, and Signage. – TradeArabia News Service