With its aim of raising awareness on digital marketing, its benefits and the legalities for businesses prior to marketing their products online, the Dubai Chamber of Commerce & Industry's Business Support Department recently hosted a seminar on Digital Marketing at the Chamber premises.
The seminar, attended by Dubai Chamber Members and the other members of the business community was conducted by representatives from Real Opinions and Al Tamimi & Company.

The experts provided a business case for digital marketing including an introduction to the marketing tools and its effectiveness, a look into future innovations in digital marketing, and recommendations on how to protect one's business in the digital realm.

David Yates, Head of Commercial IP and Technology Al Tamimi & Company, explained the legal framework of digital marketing in the UAE and provided guidance on online advertising, issues related to privacy, and clarity on what constitutes as cyber crimes in the country. He also shared tips and recommendations on what businesses should consider and avoid before signing a legal agreement.

Said David Yates, "In the digital world, content can easily be copied, users can be taken to websites they wouldn't normally have visited as part of the marketing experience, and might purchase products without inspecting them. Digital marketers must assess and minimise their exposure to claims for breach of privacy, IP infringement, liability for inappropriate content, the conduct of promotions, and the effect of the UAE Cyber Crimes law among other matters."

Dan Healy, CEO, Real Opinions, said: "With the support of the UAE authorities to grow broadband access, the digital economy is set to boom and present new opportunities for organisations to harness it. Digital marketing provides organisations the opportunity to engage with their target group cost efficiently."

He added, "Unlike traditional advertising which may have been cost prohibitive to partake in, the investment for organisations can now just be their time to engage with their target group. There are many websites and tools available to take the first tentative steps in digital marketing, such as setting up Facebook and Twitter corporate accounts to help them fish where the fish are, so to speak."

Dr Belaid Rettab, Senior Executive Director, Economic Research and Sustainable Business Development Sector, Dubai Chamber, informed that the seminar came in line with the Chamber's strategic objectives of creating a favourable business environment and supporting the development of business. The seminar strived to provide Dubai's business community with the international best practices that would help them improve their corporate performance and become more competitive in the global business arena.