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A few months ago, a retail client in Dubai came to us frustrated. They were posting regularly on Instagram and LinkedIn, but nothing felt connected. One week it was a product photo. The next week it was a motivational quote. Then a sudden discount post. There was activity, but no direction. This happens more often than people admit. The UAE market moves quickly. Trends change fast, audiences are highly active online, and cultural timing matters. If your social media isn’t pla

Social commerce in the UAE didn’t arrive suddenly. It sort of crept in while businesses were busy chasing followers and views. At some point, people stopped clicking websites first and started asking questions directly on Instagram or WhatsApp. That shift changed how buying decisions happen, especially for everyday products and local services. In practice, social commerce here is less about platforms and more about behaviour. Someone sees a product, checks a few comments, loo

Marketing used to be slower. Simpler. And honestly, a bit vague. You’d launch an awareness campaign. Maybe post boosts. Maybe a landing page views campaign. Then you’d wait. Weeks sometimes. And if sales went up, everyone felt good. If they didn’t… Well, maybe the market was “slow.” That was normal. But that way of thinking doesn’t survive in today’s digital environment. Not when every click can be tracked. Not when ad platforms show results in real time. Not when budgets are

Performance marketing is not a new idea in the UAE. Businesses here have been paying for ads and tracking responses for years. What has changed is the cost of doing it wrong. Five or six years ago, many companies could afford to run broad campaigns, accept waste, and still see acceptable results by the end of the month. That margin has slowly disappeared. Today, advertising costs in the UAE move fast and often without warning. Click prices rise suddenly during exhibitions, se