Companies follow different marketing strategies when offering their products and services to consumers because each company has its own characteristics and marketing needs vary accordingly. However, companies are obliged to correctly choose the communication they will provide with their customers or target audiences and the marketing strategy they use. Therefore, they need to follow the trends correctly. At this point, the way to reach customers or the target audience is through personalization, with some assistants used thanks to the advantages offered by the technology world. Making individuals feel special by prioritizing their personalities has now become one of the duties of companies. Companies that want to stand out in such a competitive environment choose to make their marketing highly personalized. In particular, companies located in the MENA region, which is a wide geographical area, consider offering a customized personalization experience to people in this area full of rich opportunities that include different cultures and languages. In this article, let’s take a brief look at this situation and thus witness how the personalization experience, which is considered a marketing strategy in the MENA region, is realized.
Providing a personalized experience to customers means offering them some privileges. Especially in this way, the customer who increases his satisfaction continues his loyalty to the company. In the meantime, the company begins to have a reliable position in the market. We can see an example of a personalized marketing strategy offering certain privileges to customers in Careem, a Dubai-based online ride-hailing company. Thanks to its new application, “Flexi Rides”, the company allows its users to determine their own travel costs. Thanks to this feature, when passengers type their pickup points and destinations in the application, the travel options that are most suitable for them are displayed on the screen at their prices. Passengers: by choosing the one that suits them best, they have a personalized and affordable experience. Thanks to this privilege, the company actively uses its personalization strategy by coming to the fore in its effective competition with other rival companies.
When it comes to personalization, one of the sectors that should come to mind is definitely banking. Banks are obliged to maintain proper communication with their customers. Aware of this, banking companies are looking for different solutions to satisfy their customers. In this case, Commercial Bank of Dubai, one of the companies that turned to personalization, launched the card called CBD. The customer chooses what he wants to include in this card and even decides what the plastic of the card should be. Thanks to this service, the customer feels special when he sees that his wishes are prioritized. Paying attention to the importance of customer preferences, the bank determines its interaction with its customers according to their wishes and offers brand new banking solutions thanks to this personalized marketing strategy it uses for its products and services.
In the sector where competition is at a high level, such as airlines; initiatives to improve relations with its customers continue unabated. While they want to reach their target audience, they aim to ensure that their customers continue to choose their companies. For this reason, the best way to market their products and services is through in-flight entertainment systems. Aware of the importance of this, Dubai-based Emirates Airlines allows passengers to create personalized playlists, select movies or TV shows, podcasts before check-in, thanks to the Emirates App, and welcome passengers with their favorites when they board the plane. Personalized options are automatically loaded onto the screen compatible with the seat number, thanks to Wi-Fi. In this way, passengers can benefit from personalized marketing service at the highest level.
As a result, the personalization experience, which seems to continue to be popular as a marketing strategy, creates a strong bond between companies and their customers. This method, which is also one of the ways to reach target audiences, makes everyone feel unique. For this reason, companies that continue their way with this method increase their income and strengthen their position in the market by gaining great interactions. Thanks to this practice, which we frequently see in the MENA region, we see that companies that want to differentiate themselves from others in a competitive geography expand their markets and easily meet the needs of their customers, thanks to this marketing method.
