As much as we think we have issues with marketing in North America, its not as bad as elsewhere, and indications are that it will only become more irrelevant to follow old methods.  Within the Banking industry there generally remains a resolve to ignore the evolution that is happening, and its useful to watch reactions in other countries as a reminder.  Within the Middle East, particularly UAE, and Saudi Arabia, where internet is relatively newer, there are lessons in watching and listening.

Consumers in Saudi Arabia have more devices per household that US, and even India is close, despite being relatively, poorer, than either country.

Gulfnews: Media targeting a divided audience

The average internet-accessing family in Saudi Arabia owns 11.9 electrical devices per family (3.4 TVs, 1.4 computers and 7.1 other devices such as mobile TVs) – the highest per household of the 17 countries included in an OMD study on the modern family unit.

The US in comparison has 11.1 while India has eight.

This article refers to the fragmentation of mass communication, and the impossibility in using old methods of mass marketing to achieve realistic goals.

Consumers have more viewing options, greater control over the content they watch and a shorter attention span on one source, say marketing analysts. People who once turned to newspapers, magazines, the radio and TV for entertainment are now being presented with alternatives such as the internet and mobile devices.

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