To Critically Evaluate Challenges Associated with Marketing Strategies in Diverse Markets, such as the UAE Within the Health and Wellness Industry: A Comparison Between SMEs and Large Organisations

Abstract

This research aimed to identify whether traditional or social media marketing strategies are best suited to contact SMEs and LOs within the UAE health and wellness sector. It also investigated whether social media platforms can be considered a standard medium for B2B activities. The importance of employing an effective marketing strategy in business has been well documented; however, empirical work studying traditional and social media marketing methods has been fragmented. Previous work has also failed to address whether marketing strategies can be influenced by the medium of communication used. The literature describes aspects of marketing strategies and the impact of social media on such, with many suggesting that social media had become the standard form of business communication. However, no research was found that compared the use of both mediums in the same study. The research employed a mixed method approach of quantitative and qualitative analysis. Attempts were made to initiate contact with SMEs and LOs, and outcomes were recorded. Semi-structured interviews, relating to the research topic were conducted with industry professionals to provide greater insight into beliefs about marketing best practices. Differences in marketing to SMEs and LOs were identified, especially concerning approachability and preference to towards traditional marketing methods. However, the data further suggests the importance of establishing a business relationship to improve response and success rates. Social media plays a significant role in marketing. Nevertheless, how it is used requires careful consideration, with traditional methods still regarded the best means of conducting B2B communication. Therefore, marketers should employ a mix of strategies and first establish a business relationship before using social media methods with potential clients.