70 % of the 75-80 million population of Iran are under the age of 35. Since this 70% is known to be very tech-savvy, Iran ranks among the highest countries in the middle-east in terms of internet and mobile penetration, 55 and 126 % respectively. The efficient new local debit card system has not only eased access to online payment, but also strengthened consumer trust regarding online shopping. Plenty of Iranian websites count as highly reliable platforms for online advertising among digital agencies. Aparat, cloob or tabnak are known for their very large reach due to their Alexa rank and wide base of frequent visitors. Social networks such as Instagram or Pinterest are also strongly established marketing tools used by the digital marketer to promote a business or line of products. Businesses in major cities, especially in Tehran are on Instagram along with contact data and their product information included. This is a very common line of communication used by restaurants with a delivery service. It might seem unconventional to other countries, but it is still a very effective and smart marketing and advertising idea, especially in a vibrant, fast-paced city like Tehran. While many food franchises in the US or Europe do not have a delivery service, there are in fact some major Iranian food chains that offer their menu and service phone number via Instagram. The job gets done with motorcycles to override heavy traffic areas (esp. in Tehran) and a food-box to keep the delivery warm. This great marketing technique is one of few examples of the Persian knack for improvisation.
Every conductor of digital marketing knows that blogging is a crucial part for SEO. There is nothing a search engine like google loves more than a frequently updated and visited SEO blog. In the last 15 years, blogging established itself very well in Iran, along with domestic websites offering a platform for bloggers next to famous international platforms. WordPress is also a very popular tool to be used by blogger and marketers in Iran. Since google is the number one search engine in Iran as well, businesses put nearly all their focus on their google seo.
When the JCPOA (Iran-deal) has been signed and the UN security council decided to lift economic sanctions, Iran got the chance to join the international world of trade and business. Though still considered an emerging market, Iran has an absolutely high rate of educated individuals who studied both inside and outside the country. With these individuals working inside the country, it pretty much makes it also a somehow fully developed country… but not a fully developed country, because of sanctions. And when a country that suddenly opens up has 80 million sophisticated, tech-savvy consumers, digital marketers all over the world should consider making their marketing efforts Iran-ready. And with so many brands planning to come, along with a culture that loves technology, digital marketing will be among the most important fields for a marketing strategy, communications and advertising, and it is already. Iranian digital agencies know the market very well. The country has a rather unique kind of economy, so local knowledge is essential for foreign companies, making partnerships between them very important. A strategic plan, proper branding/brand promotion will be important as well, along with knowledge on Iranian segments like healthcare, real-estate, luxury and ecommerce for digital marketing purposes, communications and the forging of new partnerships.
Influential professionals like Martin Sorrell, chief executive of WPP, also put emphasis on the young, literate, technology-hungry Iranians looking forward to have greater access to quality western products and brands. While US congress and the state of Israel disagree with the Iran-deal in its entirety, the deal brought security and a ground for great development and more stability for Iranians.
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