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One of the most widely held beliefs about advertising is based on one remark made approximately one hundred years ago, by a famous merchant named John Wanamaker (1838-1922). He is credited with the saying: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
In a world in which increasingly more people integrate the digital component into their lives, it is only natural that an organization should have a voice within the online environment. Regardless of whether organizations sell their products through brick-and-mortar stores, or on online shops, promote their services in the printed press, or rely on the customers’ word of mouth, being in direct contact with their specific audience online has become not only the norm, but a detrimental tool of business survival.
The Department of Economic Development (DED) of Abu Dhabi is a governmental entity “responsible for proposing the economic and commercial policy of Abu Dhabi Emirate and preparing the plans and programmes required for implementing this policy”, as stated by the Abu Dhabi Government.
If we take a moment and look back at the last ten to fifteen years, we can easily observe the complex process of evolution that concerns marketing strategies, tools and techniques. The fast development of blogs, social media channels, YouTube videos, content websites, tools such as AdWords and AdSense have not only changed our perception and reformed the reality we live in, but have become, throughout the years, inconsistent and less popular. People are, nowadays, more aware and better informed about marketing practices and, therefore, they seek for real value in the choices they make.
Many believe that Customer Service is strictly linked to the direct contact that employees have with the customers of an organization. But this service extends beyond the front line of dealing with external customers. Customer Service also refers to how employees treat and support each other in delivering exceptional products and services to the customers who pay for them. This is called Internal Customer Service.
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