Automobiles & Cars Digital Marketing Strategy

The biggest and easiest mistake you can make in advertising and marketing is to underestimate your audience. When it comes to someone purchasing a car, this is especially true. Because of the high purchase price and ubiquity of both professional and word of mouth knowledge, consumers tend to know a lot about their options when they go to buy a car. And their knowledge is usually pretty close to the truth.

So the heart of your automotive marketing strategy should be to have a clear idea of your brand. More importantly, you should have a clear idea of how your customers see your brand. Know your strengths and weaknesses – because your audience will. If you focus on the wrong selling point or play fast and loose with the truth about your product, you advert will fall

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Automobiles & Cars
Automobiles & Cars

An automotive marketing strategy for your audience

You know your audience. But make sure you know what makes them tick. While you might have an idea about what appeals to broad demographics, the more accurately you can define your audience, the easier they are to advertise to.

Get plenty of data and don’t just rely on intuition. It will only get you so far. While having your own data is great, there are plenty of sources out there that can help you work out the right sort of messaging and approach you should follow, once you know your audience. For example, did you know that the Middle East, Africa and Latin America respond more to family-oriented messages than other regions?

The Seven Categories of Digital Marketing

With today’s customers being vastly different than those of the past, it means that our processes and techniques have to be just as different and focused. We have compiled a list of the seven biggest online digital marketing categories, including search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing (SMM)pay per click advertising (PPC)affiliate marketing, and email marketing.

Search Engine Optimization

The dictionary definition of Search Engine Optimization (SEO) is the process of enhancing the visibility of a web page or a website within the unpaid results of a search engine. The purpose of SEO is to showcase your web page(s) on the top of all the relevant search engine results. Within SEO, there are two big sectors, namely on-page and off-page SEO.

On-Page SEO

As Google continually makes updates to their search engine algorithms, some 600 changes per year, it can become impossibly hard to keep up with the rapidly changing user behavior. However, regardless of the changing algorithms, on-page SEO has remained relatively consistent. An example of on-page SEO is the meta description and title tag that show up on the Google result page for a certain keyword(s).

Though keywords placements within the description and title help navigate users to the content they are searching for faster, it actually doesn’t increase your search engine rankings. However, cleverly placed keywords can contribute to the click-through rate of your web page. The higher your click-through rate is, the higher your ranking is likely to be. It is likely that your content might be moved up on the search results page if your page ranks a higher click-through rate.

There are a few errors that should be kept in mind while looking through your on-page SEO, such as speedpage optimizationkeyword research, and crawl errorsCrawl Errorscan be anything from duplicate content to a 404 error. These issues can cause your website to have a higher bounce rate, receive penalties from Google, impact your rankings, and slower speeds.

Keyword research is the keywords that are placed on a search engine to find the desired content. The two major types of keywords are long tail keywords and short tail keywords. Long tail keywords are keywords that are generally more than three to five words, the specificity makes them easier to target. Short tail keywords are one or two-word keywords that are often more generalized. A good strategy would be to implement a mixture of short and long tail keywords, such as ‘BMW X5 Austin’ as a long tail keyword and ‘Popular SUVs’ as a short tail keyword. Short tail keywords have higher volume, competition, and cost, but a lower focus, and conversion rate. Long tail keywords have a lower volume, competition, and cost, but a higher focus and conversion rate.

Page Optimization is one of the most critical parts of the SEO process. All aspects, even the smaller ones that seem like a small part of your website, can play a big part in how Google views your content. From the structure and title to the permalink can make a difference in how your content is scanned by Google as well as how user-friendly it is. The higher your page is optimized; the longer users will wish to view your content.

The speed of your website can make or break your ranking, especially in this day and age where consumers want information fast without any delays. Not only do consumers want faster loading pages, but Google also prefers websites with a faster load time. If your website takes longer than 10s to load, the bounce rate increases 123%, which means in loss of potential business. Your customers might go to your competitor brands or other dealerships.

Off-Page SEO

Simply put, off-page SEO is the complete composite of on-page SEO. It encompasses all the aspects of a website that can be done off-site, or more appropriately, off-page. Anything from a promotional piece to guest blogging can be considered as a part of off-site SEO.

Link Building is one, or the, most important factor of off-page SEO strategies. There have been various studies that can physically show proof of how the average number of backlinks correlates your website’s position on Google. The more links you have that lead back to your site, the stronger your authority is for Google. It is a tough and necessary process that garners result that are well worth the effort. The first step though should always be to have great content to link to. A good rule of thumb is to focus 90% of your time creating riveting and engaging content, and the other 10% at link building. Mentioning other bloggers or influencers within your content is a great way to add value and give praise to fellow influencers.

Social Sharing is another great tool that can contribute to your off-page SEO strategy. It basically entails you sharing your content on your dealerships social media platforms to help spread it further to your possibly diverse audiences, increasing your brand awareness. LinkedIn is a great tool for off-page social sharing SEO. LinkedIn is a great tool as it puts out a notification to all of your followers when you post a new article, which means that all those that are interested in your business, get notified with your posts.

Search Engine Marketing

Search Engine Marketing (SEM) is the paid version of SEO. With SEO, you optimize your content to show at the top of the organic search engine result page. With SEM, you can pay your way to the top of that result page. Through SEO, your cost to get your website to the top of the results page is minimum as far as Google is concerned, whereas, with SEM, you pay for each one of your hits. The prices can also vary depending on the keywords that you want your website to show for. Some keywords can cost upwards of 600 USD for a single click.

SEM is generally only for those companies that offer their consumers with a paid product and/or service. For automotive dealerships, it can be quite handy to invest in an SEM strategy as you are offering your customers a product. Various studies have also shown that the return on investment on SEM strategies can be higher than any real estate or stock investment could be. They can even create five times, ten times, or even twenty times the ad spend.

Content Marketing

Content marketing provides your consumers with relevant and timely value for your audience. You might be wondering as to how or why you might need content marketing. The answer is in fact quite simple because content marketing is SEO. Content is one of the top two ranked factors according to Google, which means that the more engaging content you have on your website, the higher your chances of getting higher numbers of leads and traffic, even with organic search. Publishing relevant articles to your dealership’s blog, such as ‘Top 10 Winter Preparation Tools’.

HubSpot reported that websites that post higher than sixteen content pieces every month, end up driving a lot more traffic to their sites in comparison to those that don’t. Posting regularly every month can also increase the number of leads that you receive. For long-term content marketing strategies, the costs per lead are likely to drop by around 80%. For those content marketing strategies and techniques, you won’t see the results instantaneously, but rather a gradual growth in your website viewers.

Content Marketing Forms

Content can come in various forms, rather than just writing as most would assume. It can be in almost any form, such as viral videos, podcasts, blogs, and even photos. Some of the most effective forms of content are also the most expensive and difficult. This means that regardless of what your strengths are, you can get content out that suits your style.

Regardless of the form of your content, there are various purposes that they have. Content, such as videos, are great for building awareness of your brand. By spreading your name with your content, you enable readers to start and continue to recognize your brand. They develop credibility and social proof through posting data-rich and informative videos, giving you instant credibility. The videos also drive sales and traffic.

Content Publishing

Once the content has been created, the next step is publishing and syndicate it. Producing great content is good but spreading and sharing it on social media can only aid in your brand awareness. There are various tools that can help you schedule new content for publishing on all the social media platforms.

Social Media Marketing

Nowadays, there are hundreds of social networks in the online sphere. Gary Vaynerchuk is a social media guru. He is successful on Twitter, YouTube, Pinterest, Facebook, and even Instagram. He stated that ‘content follows context’, which basically means that you need to respect the context of each social platform, otherwise you will lose. For example, you won’t post long-formed content, such as blogs, on Facebook. That sort of content is meant for YouTube and blogs.

Instagram

Instagram is slowly, but surely, becoming one of the most popular worldwide social networking platforms. They currently have more than 700 million monthly active users, surpassing Twitter and Snapchat combined. With a focus on visuals, Instagram is great for dealerships to showcase their inventories.

Snapchat

Another popular social network, Snapchat can be a great tool for building the awareness of your brand. While it may not be at the same popularity level as Instagram or Facebook, it still has a large enough following to engage with the content that you share. Influencer marketing is great on Snapchat. Snapchat is also great for posting behind-the-scenes footage to give a more humanized feel to your social networking platforms. If your dealership is having any events, it’s great to show the prep and some footage that wouldn’t otherwise make it on Instagram or Facebook.

Social Media Trends of 2018

The change and rise of social media marketing is a current trend of 2018. Though they have always been popular among consumers, lately all brands and companies have been dipping their feet into the world of social networking. With Facebook at a decline in terms of organic reach, other social networks are clamoring to gain what Facebook is losing. In terms of money makers, ad revenue is one of the number one ways for social media platforms to grow. As such, it means that dealerships need to combine organic and paid content posts to gain the most success.

Paid Advertising

You can have paid advertising on almost all social media platforms, even if they slightly differ from one another. On Facebook, advertising can be seen in a display format. Ads there will be posted directly on the news feed of the targeted audiences. On Twitter, brands can post ads that will be received by targeted and relevant audiences. This allows them to have a bigger reach than just those that follow them. LinkedIn is one of the best social media networks in terms of advertising and promoting content. It offers organic posts as well gives a user base filled with high-level users, which makes it easier to reach users that would otherwise be hard to reach.

Pay Per Click Advertising

Pay Per Click Advertising (PPC), as the name suggests, is the payment of every click that you receive on an ad that was created by you. It is similar to search engine marketing and can be seen by many of larger social media platforms, such as TwitterLinkedInYouTube, and Instagram. Two of the most popular PPC advertising platforms are Facebook and Google AdWords.

PPC – Facebook

On Facebook, you simply have to create an ad that has the same look of a Facebook status update. After that, you have to pick the target audience, including their location, age, and likes. The last part is to set up a budget of how much you are willing to spend per click. Facebook ads can also be shown on the sidebar.

PPC advertising is a bit sneakier than other forms of advertising. They are better at blending into the normal newsfeed of a user’s profile, making them less obvious as traditional advertisements. The specific targeting also allows you to target only those consumers that are likely to benefit from the ad, rather than those that would have no interest in your dealership.

PPC – Google AdWords

In 2016, Google AdWords net digital ad revenue was nearly 30bn USD. The estimated net digital ad revenue is set to be 45bn USD but 2019. Google AdWords dominates PPC simply because Google is the largest and most popular search engine. No other search engine comes even close to the user base and power that Google has. This means that everyone who wants their advertisements to be seen does so on Google. Google AdWords works on a bidding-based system, which means that you bid for your keywords against other advertisers, with the goal of ranking first. They can cost anywhere from less than 1 USD to more than 500 USD.

Affiliate Marketing

Affiliate marketing, in the simplest terms, is basically a word of mouth review that you get paid for. For dealerships, this could be anything from a certain brand of vehicle cleaner to a brand of floor mats that are offered through the dealership. This allows you to get some extra cash each time your referral leads to a sale. Blogging is a great way to drive affiliate sales through the recommendations of certain products.

Email Marketing

The direct communication with your customers and audience is email marketing in the simplest form. Email actually does better with engagement in comparison to social media platforms. Studies have shown that you’re 40x more likely to gain customers through email than through Twitter or Facebook.

The current trends of 2018 show email marketing yielding the highest ROI in terms of online marketing. The personalization and segmentation can make or break your email marketing strategies. Personalized emails, from referencing their interests, history, to their name, can mean everything. They seem to have higher conversion and open rate in comparison to templated emails. Segmentation can increase the revenue by almost 760%. Segmentation allows you to split your user base into groups that allow you to send them with specifically targeted content.

Online digital marketing is a big deal. There are a lot of aspects that come with it, but the results that it has the probability of receiving is well worth the effort that it takes. Through the various aspects of digital marketing that was stated above, you have the necessary tools and techniques to get your dealership better than that of your competitor. All it takes it some time and effort for you to achieve an excellent digital marketing strategy.

Digital marketing is a means of promoting products and services through digital technologies, primarily on the Internet, but also including mobile phones, display advertising and any other digital medium. Digital marketing is also referred to as ‘online marketing’, ‘internet marketing’ or ‘web marketing’.

As digital marketing continues to evolve and become increasingly complex, brands are finding it necessary to hire digital marketing consultants who can create effective strategies and implement programs for their products and services. If you lack experience or resources, consider engaging a consultant with experience in multiple facets of digital marketing.

Definitely. Though many businesses remain skeptical about digital marketing, avoiding digital marketing denies your business access to the media the majority of consumers turn to first and at all hours of the day.

While marketing’s primary goal is still to generate leads, a brand-centric, salesy approach no longer works in the age of digital media. Instead, make your marketing customer-centric to attract attention and build trust.
The second biggest mistake digital marketers make is not contributing a steady flow of content to the social media platforms they use.

Websites that go for long periods without updates and new content are unlikely to produce effective results for digital marketing objectives. Though a static website technically qualifies as a website, it’s more like a digital brochure that will not produce adequate leads.

Mobile phones are the most commonly used technology in the world, with most individuals spending much of their media time and hours using mobile devices. Mobile marketing focuses on strategies such as messaging and mobile applications, as well as websites, to reach this audience. Brands that ignore mobile marketing will find it difficult to grow their market share.

Content marketing is the distribution of information assets, such as articles or videos, for the purpose of generating brand awareness, traffic and sales. Content marketing generally does not explicitly promote a company or its products but allows readers to draw their own conclusions about the brand.

A content marketing strategy is a plan for how you will build an audience. You must first establish objectives and personas, then create a value proposition as well as a mission statement. Next, you need to develop buyer journey maps, which are used to identify key points in the customer’s decision-making process. Finally, you can create your assets and programs, promote them and analyze their results.

Digital marketing mixes that include email, social media, search, and other elements have become important tools for delivering useful content to customers. Video outlets like YouTube and Vimeo are also used often for this purpose; however, blogs are the most popular method of distributing marketing content because they give marketers complete control over what is posted on their channel.

There is no one-size-fits-all answer to this question. However, the best content for your specific business goals will be something buyers find relevant and useful. Some examples of content to consider include blog posts, articles, ebooks, infographics, microsites, videos, courses, case studies and newsletters.

When considering the frequency of publishing content, you must understand that search engines will learn to index your site as often as you publish content. However, neither your audience nor search engines value garbage content. The answer(s) to this question are (1) creating content as often as you can create great content and (2) considering your costs and return on investment.

There is much debate over whether short-form or long-form content performs best on social media. In my experience, it seems that short-form content works best when the audience is flying fast and taking in oodles of information. Longer forms tend to perform better on search and give your blog more substance, which helps establish your expertise.

Great headlines are crucial to getting people to read, watch, or listen to your content. But your reputation is also important, so you need to build and honor it. I like to say, “The goal of your content is not to get people to visit your website; it’s to get them to subscribe to it.”

Search engine optimization (SEO) is the process of using onsite and offsite tactics to help a website appear in search engine results. Doing it well increases the quantity and quality of traffic to a site.

Most web traffic is generated by search, and most visitors that arrive through search have a greater degree of commercial intent than those who come through other channels.

Local SEO is the process of optimizing your website, blog, and other online properties to generate traffic from location-based searches. It helps businesses promote products and services to local customers when they need them.

Keywords represent the words or phrases Internet users enter into search engines when looking for information. Search engine optimization (SEO) professionals consider these keywords and the topics they suggest when optimizing content for search engines.

It is difficult to determine the exact factors that contribute to a web page’s ranking on major search engines. Experts generally agree that a high ranking is based on relevance and authority, but there are many factors in play. The best way to achieve a high search engine ranking is to create one of the most thorough web pages possible for a specific keyword or topic.

To earn mentions and links, you can pursue a variety of strategies. The three most prolific—and time-effective—are likely to be: securing guest posts on influential blogs, developing relationships with influencers in your industry and consistently creating and promoting content that is worthy of mentions and links.

PPC, or pay-per-click, is one form of internet advertising. It involves paying a fee each time an ad is clicked on by a member of the target audience. Search engine advertising is the most popular form of PPC, but there are numerous channels available for marketers who want to use PPC ads.

Native advertising is a form of paid media in which the ads are designed to blend in with the content of an editorial site. While pay-per-click (PPC) advertising and social media ads could be considered forms of native advertising, most native ads are articles or videos created by an advertiser and published on an editorial site. Native advertising has grown steadily because it is not ignored like display ads are, and because it does not get blocked by ad blockers.

Sponsored content is a form of advertising in which content is produced on behalf of an advertiser. It tends to be native in form, but the creative may be produced by the publisher or brand. Many publishers have created divisions devoted to writing and designing sponsored content—from articles to videos, infographics, and microsites.

A buyer persona is a representation of your ideal customer based on market research and data. A buyer persona should reveal insights about the buyers’ decisions including attitudes, concerns, and criteria that drive buying decisions.

HubSpot is responsible for coining the term “inbound marketing,” which it describes as “focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey. Potential customers find you through channels like blogs, search engines, and social media.”

Inbound marketing differs from outbound marketing in that it does not need to fight for potential customers’ attention. Instead of interrupting consumers with sales pitches, you attract qualified prospects by creating content designed to address the problems and needs of your ideal customers.

Marketing automation is a software program that automates the execution of marketing processes and campaigns across multiple channels. It streamlines lead generation, segmentation, lead nurturing, lead scoring and measurement processes by identifying your audience and creating content based on their defined needs.

Data-driven marketing refers to using data from multiple sources to gain insight into customer behavior and preferences. By understanding who your customers are, what they like and dislike, where they shop, when they make purchases, and why they buy certain products, you can create a more customized experience for each of them.

Performance marketing is an approach to marketing in which you pay only for results, such as the number of clicks, leads or sales made. The goal is to achieve measurable conversions. Performance marketing campaigns are focused on digital environments and should be tracked with precise tools.

A marketing funnel is a model that represents the stages of a buyer’s journey from the first interaction with your brand to a purchase. A narrowing probability of sales can be observed at each phase of the funnel, meaning that a buyer’s interest and commitment to buying decreases as he or she progresses through each stage.

Conversion rate optimization (CRO) is the process of increasing the percentage of conversions from your digital property, typically a web page, by improving elements on your site through testing. CRO typically focuses on moving prospects to the next stage in the marketing funnel—hence its name, which refers to its relative position in relation to other types of optimization.

Interactive content allows prospects to take action beyond simply reading, listening or watching. Participants receive real-time results based on their needs and interests. For example, bloggers can answer readers’ questions, guiding them to specific information that addresses their problems and challenges.

In order to reach their target audience, brands must understand the ways in which consumers use social media. They must commit resources to develop a presence on the major social networks where billions of people spend time daily. An awareness of the power of social media marketing leads to increased sales and an increase in brand loyalty.

When considering social media, consider the top social channels in terms of active users: Facebook, Instagram, Twitter, LinkedIn, and Pinterest. Research the demographics and behavioral patterns of users on each platform and decide which ones are right for your brand.

Now that your brand is out in the open, you can’t make people talk about it—but you can control what they say. That means showing genuine interest in customers and adding value to their lives whenever possible.

You do not want to cause confusion or overwhelm your audience by giving them access to too many social media accounts. However, you should consider empowering employees to participate in social media conversations by setting up an employee advocacy program that allows them to contribute their unique voices and insights to the brand.

Personal branding refers to the process of marketing yourself professionally through online and offline tactics. Digital media has allowed for a shift in focus toward personal branding for all types of hiring and purchase decisions.

Email is still the most effective means of communication. It’s more popular than any social media, more private and more personal. Most people rely on email and check their inbox multiple times each day. If you want to communicate directly with people who have granted you permission to market to them—and reach them when they’re most receptive—email marketing is essential.

If you want to purchase an email list, you should know that most email service providers do not allow the use of purchased lists. You need to grow your list organically by providing valuable content or offering something of value in exchange for people’s email addresses. A small list of real prospects is more valuable than a large list of strangers.

Lead nurturing is the process by which marketers continue to communicate with leads—usually via email—to move them further “down the funnel” and keep them involved and engaged with your brand. Consistently interacting at key points during the sales process will invariably improve conversion rates and drive sales for your company.

It is important to provide your subscribers with new content, updates on new products (or improvements), and information about events. It is not wise to expect your email list to grow quickly by offering a newsletter.

Marketers love video because online consumers love it. Online video consumption reached nearly 9 billion hours per month as of June 2013, according to Cisco Visual Networking Index Global Mobile Data Traffic Forecast Update. Video is a flexible and engaging content format that’s easy to share across multiple platforms. Smartphones and digital editing have made it far easier to create video, so the potential for a high ROI is great.

A call to action is a prompt that tells readers what to do next, usually through text and graphics. In digital marketing, CTA buttons or links are often used in advertising campaigns.

Businesses can create value for their customers by identifying and communicating a promise to them that resonates on an emotional level. Businesses should begin this process by asking themselves, “How can we improve the lives of those we serve?”

A professional copywriter is an essential part of any professional marketing campaign. In the content-driven digital media world, well-written copy builds brands, connects with the reader, and inspires action.

Google Analytics is a free website analytics platform that gives you insights into how users find and use your website. With Google Analytics, you can track ROI for your online marketing and review important metrics to make informed decisions.

Marketing metrics can be divided into two categories: those that reflect traffic generation and conversion, and those that measure marketing costs. To determine which of these metrics are most important for your brand’s growth, start by identifying key performance indicators (KPIs) and creating a dashboard to track them monthly.

As with most digital marketing strategies, results from paid digital marketing programs are often immediate. However, other types of marketing strategies such as content marketing and email list building take time to produce results. It could take six months to a year or more before you realize some of your traffic and conversion objectives.

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EDS is a team of social media experts delivering online business solutions and exceptional digital marketing results for companies worldwide. We combine commercial thinking with technical brilliance in Lead GenerationSocial Media MarketingSMS MarketingEmail MarketingPush NotificationsGoogle AdsWeb DevelopmentSearch Engine Optimization and pay per click, content generation and online communications. For us, it’s all about return on investment and innovation to add value to your business. If you feel the same, please get in touch and let us provide you with a Free Audit of your online presence. A leading Digital Agency online marketing and Web Development Company with offices in Dubai, UAE . Highly creative and Experienced staff will be delighted to serve you and take the opportunity of your requirements such as Brand Identity, Corporate Brochure, Outdoor Advertising, Radio Advertising, Advertising Campaigns and Web HostingDigital Marketing, Online MarketingYouTube AdvertisingInstagram AdvertisingFaceBook AdvertisingTwitter AdvertisingSnapchat AdvertisingProgrammatic AdvertisingSEOTechnical Tasks, Social Media InfluencerMobile MarketingOutdoor AdvertisingPress Release DistributionWhatsApp MarketingLinkedIn AdvertisingVideo Shoot & Editing.

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Social media marketing is the process of channeling potential traffic to relevant online industries through wide-ranging social media platforms. Digital or social media is a 24/7 active and cost-free medium, where people talk, share, learn, debate and discuss over an exhaustive range of industries.

CPL advertising is the most cost-effective way of getting leads to grow your customer database, newsletter list or community site. You may be in wonder, the fact is, that with 71% year-to-year growth, online lead generation is the fastest growing segment in internet advertising.

Mobile marketing has been taken to the next level with geofencing, which gives companies the ability to advertise to customers within a geographic radius. All modern smartphones have GPS capability. 

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CEO, Korooti International

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New World Private School
 

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IMG World
 

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Vivandi
 
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