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Deloitte has released its 2023 Global Marketing Trends report, which for the first time includes the views of marketing executives from major companies operating in the UAE and Saudi Arabia. The report covers the results of a survey conducted by Deloitte in June 2022, which addressed the priorities and concerns of marketing leaders in the region, and which revealed that sustainability and 3D virtual space (Metaverse) are the most important areas of interest in marketing in the region.
The Deloitte survey revealed that managers of companies operating in the region pay great attention to emerging technologies. 90% of company managers in Saudi Arabia have expressed their belief that the three-dimensional virtual space (metaverse) will play an important role in their companies’ strategies during the next two years. While 82% of their counterparts in the UAE expressed the same point of view.
The results of the survey showed that sustainability is one of the main areas that the companies participating in the survey focus their efforts on in the region, in response to the trends of customers and consumers who today appreciate the efforts of companies to improve the sustainability of their internal practices, the promotion of sustainable products and services, in addition to establishing long-term sustainability commitments.
64% of respondents in Saudi Arabia indicated that they are keen to reflect internal sustainability practices in their marketing efforts, and more than half (56%) of company managers surveyed expressed their company’s commitment to long-term sustainability initiatives.
On the other hand, 56% of managers of companies operating in the UAE indicated that they are taking serious steps to enhance their marketing strategies, through long-term business commitments to sustainability. Also, 54% of them believed that the marketing strategies adopted by their companies should include more sustainable products and services.
Hussein Dajani, Digital Partner at Deloitte, said: “The survey revealed valuable insights and insights into the current state of marketing in the Middle East, as well as the areas companies are prioritizing as they look to the future. We are pleased to see these companies focus their efforts strongly on sustainability, innovative transformations, and the adoption of emerging technologies to fuel their growth and engage their customers.”
