ANASTASIYA GOLOVATENKO ON THE UAE MARKET AND ITS HOT BUTTON ISSUES
Anastasiya Golovatenko, Director, Sherpa Communications spoke to Communicate on a hoard of hot bottom issues pertaining to the UAE market.
Stepping into new markets is always fraught with challenges, what are some factors to consider for a brand entering the UAE space?
The UAE is a hub for businesses from around the world, but success here requires a tailored approach. First, it’s crucial to understand the local market dynamics. Communication strategies that work in other regions often don’t translate well here. The UAE and the Middle East have their own media landscape and cultural nuances that brands must consider. Listening to local advice and relying on proven local practices will be essential for getting it right.
Second, aligning with the UAE’s visionary leadership can make a real difference. The government’s focus on innovation, sustainability, and growth is reflected in initiatives like ‘We the UAE 2031’ and ‘UAE Centennial 2071’ among others. Brands that align with and contribute to this vision often achieve success more quickly.
Embracing Arabic in brand communication is another element that shouldn’t be ignored. Arabic is the official language of the UAE; its inclusion in campaigns will ensure a broader reach as well as demonstrate an understanding of the local culture. These are just a few tips for navigating the UAE market right from a communications perspective.
2024 has been a tumultuous year on all fronts, what are some key data metrics a brand can use to hone their marketing strategy for 2025?
Data has become the cornerstone of effective communication, and its significance will only increase in 2025. To craft impactful strategies, it’s essential for brands to continuously analyse the data at their disposal. Here are a few examples of the metrics that can be prioritized:
For instance, with social media penetration exceeding 112% in the UAE, tracking reach, engagement, and sentiment across platforms is critical. These metrics provide the insights needed to refine messaging and enhance audience targeting. Similarly, evaluating the performance of digital content, such as open rates for email campaigns or click-through rates for ads, helps identify what resonates most with consumers.
Analysing audience demographics, preferences, and behaviour online also provides valuable insights that allow brands to align their messaging with the needs of diverse market segments.
In a region where influencer marketing holds significant influence, tracking engagement and conversion metrics from influencer partnerships will also help create meaningful and viral content for consumers.
Everyone has their take when it comes to building brand trust, do you feel there is a specific angle that would ignite that bond between brand and consumer?
I wouldn’t say it’s so much about a specific angle; it’s more about consistency. Brands and their representatives should maintain a constant presence in the public space to reassure consumers and build trust. Building brand trust is essential, especially in the Middle East, where consumer loyalty is closely tied to confidence in a brand. Notably, 34% of UAE consumers are willing to purchase from their favourite brands regardless of cost, highlighting the importance of trust.
What are some of the tenets of strategic communication that a brand can use to ease its entry into the cluttered 2025 space in the UAE?
Communication has the strongest potential to influence the public. It is recommended that brands not overlook the power of communication during their market entry period and beyond, as it can significantly boost all preparatory efforts. Remember, if there is no information about you or your business online, it’s almost as if you don’t exist. Prioritizing digital marketing and communication efforts during this initial phase is a strategically wise decision to shape public opinion and build awareness about the business.
Later on, consistency will be key to maintaining momentum and building trust over time.
Are there any specific socio-cultural elements that attracted you to the region, if so what are they?
Many come to the UAE knowing little about this market. Like many others, I was pleasantly surprised to discover so many wonderful things about this region. I’d say people here are generally more polite, we learn to be respectful of the many nationalities that coexist under one sky. The government’s vision is another source of inspiration; when I moved to Dubai, my new life motto became, “nothing is impossible.” The market here is incredibly dynamic too, with countless activities happening every day. Through covid, and despite tough economic or political challenges, this market fosters a sense of empowerment. It makes one feel capable of overcoming these obstacles for a brighter and better future for everyone.
