Wick

October 17, 2025

How to Create Dynamic Content for GCC Audiences

Creating dynamic content for GCC audiences is all about understanding local preferences, respecting values, and using advanced technology to deliver personalized experiences. Here's how brands can succeed in this fast-growing digital market:

• Language matters: Use Modern Standard Arabic for broad communication but include Gulf dialects for a personal touch. English is essential for business and expatriate communities.
• Respect local values: Align content with regional norms, especially during occasions like Ramadan or National Days.
• Use personalization tools: AI-driven solutions like recommendation engines, AR tools, and chatbots can tailor experiences in real-time.
• Localize effectively: Adjust visuals, colors, typography, and formats to match regional aesthetics and preferences.
• Track performance: Monitor engagement, sentiment, and conversion rates to continuously refine strategies.

Personalized Marketing Strategy: Step-by-Step Marketing Personalization Plan [With Examples]

Understanding GCC Audience Preferences

To create engaging content for GCC audiences, it's crucial to understand the region's unique blend of traditional values and modern aspirations. By aligning with local expectations, brands can build meaningful connections that go beyond surface-level engagement.

Language Preferences and Dialects

Modern Standard Arabic (MSA) serves as the cornerstone for communication across the GCC, especially for formal announcements, educational materials, and campaigns targeting multiple countries. However, incorporating local dialects can make a campaign feel more personal and relatable. Gulf Arabic, for instance, differs across Saudi Arabia, the UAE, and Kuwait, adding an authentic touch to region-specific content. This linguistic sensitivity plays a vital role in effective localisation.

English is equally important, particularly in business settings and urban areas. In the UAE, where expatriates make up a large percentage of the population, English content is essential for connecting with diverse communities. Research highlights the importance of going beyond simple translation to reflect cultural nuances, showing respect and understanding for the audience's background.

Religious and Social Considerations

Religious and social values form the foundation of content creation in the GCC. Respecting Islamic principles and local customs is non-negotiable, as campaigns that disregard these values can face significant backlash.

For example, during Ramadan, content should avoid images of food during fasting hours and instead focus on themes like family, charity, and community. IKEA UAE successfully embraced this approach with campaigns showcasing home setups for iftar gatherings. Highlighting family connections, collective values, and respect for tradition ensures that content resonates deeply with local audiences.

Using Regional Festivities

Regional celebrations offer an excellent opportunity for brands to connect with GCC audiences on a cultural and emotional level. Ramadan and Eid, in particular, are ideal times for themed campaigns that incorporate traditional music, patterns, and storytelling to create a strong emotional bond.

Similarly, national events like UAE National Day present opportunities to celebrate local pride. Campaigns during these times often feature cultural symbols and limited-time promotions, blending traditional elements with modern marketing strategies. For example, in Q1 2024, 71% of Saudi Arabian online media users streamed locally produced content, with platforms like Shahid and STC TV offering nearly 50% local programming.

Localisation Strategies for GCC Markets

Localising for the GCC region requires a thoughtful mix of cultural understanding and brand alignment. The region's unique combination of traditional values and modern ambitions makes it essential to craft content that connects meaningfully with its audience. Below, we explore practical ways to adapt visuals, platform content, and technical aspects for the GCC market.

Adapting Visual and Text Elements

To connect with GCC audiences, visuals and text need to strike a balance between contemporary appeal and traditional relevance. Visual content often serves as the first impression, so ensuring cultural alignment is key. For instance, incorporating traditional patterns like Najdi designs can effectively engage Saudi audiences when used appropriately.

Colour choices also play a crucial role. Green is widely associated with prosperity and Islam, while gold conveys luxury and heritage. These colours are particularly effective during religious holidays and national celebrations, as long as they complement the brand's overall aesthetic.

Typography should reflect both sophistication and modernity. Arabic calligraphy works well for formal communication, while sleek, modern fonts are better suited for digital platforms. Adding local symbols, such as falcons or palm trees, can subtly highlight themes of heritage and growth without compromising the brand's identity.

Platform-Specific Localisation

Each digital platform in the GCC has unique user behaviours and preferences, requiring a tailored approach to content. Customising content for these platforms while reflecting local traditions and values can significantly boost engagement.

On Instagram, using Arabic language and local dialects can create a stronger connection with the audience. Visual storytelling is particularly effective here, with features like Stories and Reels offering opportunities to showcase behind-the-scenes moments or celebrate local events and holidays.

LinkedIn, on the other hand, caters to a professional audience, where English is the dominant language. However, posts that highlight regional achievements, national celebrations, or cultural milestones can benefit from incorporating Arabic phrases or references to local business practices.

Currency and Date Formats

Accurate presentation of technical details like currency and dates is crucial for building trust. Currency should be displayed as AED 1,250.50, using commas for thousands and a full stop for decimals. Dates should follow the DD/MM/YYYY format, such as 15/03/2024, to align with regional norms.

For measurements, use the metric system, and display times in Gulf Standard Time (UTC+4), e.g., '3:00 PM GST'. These may seem like minor adjustments, but they can make a significant difference. Studies show that 72.4% of consumers are more likely to purchase when information is presented in their local language and format. Additionally, localised content offers a 5.8X return on investment compared to creating entirely new material in English. This is particularly cost-effective, considering translation costs around AED 0.55 per word, while creating new content can cost up to AED 3.67 per word.

sbb-itb-058f46d

Personalising Content with AI and Data Analytics

The GCC's AI-driven personalisation market in media and entertainment is currently valued at USD 1.2 billion, with projections suggesting it could soar to USD 24.11 billion by 2035, growing at an annual rate of 19.177%. This impressive growth underscores how much personalisation has become a baseline expectation for GCC consumers, who increasingly seek tailored and interactive experiences.

Using Data for Audience Segmentation

Audience segmentation in the GCC is all about understanding its rich and diverse demographics. Take the UAE, for example, where expatriate communities consume a wide variety of content, from movies to live events. This diversity opens the door for data-driven strategies to segment audiences effectively.

One major factor in segmentation is language. Using Modern Standard Arabic ensures broad accessibility, while Gulf dialects can add a more personal touch. In Saudi Arabia, about 71% of online media users streamed locally produced content in Q1 2024. Platforms like Shahid have even outperformed international services in terms of market share. This highlights the importance of catering to preferences for local, culturally relevant content while also recognising the demand for international options.

Cultural values play a crucial role in shaping segmentation strategies. Younger audiences, for instance, are drawn to campaigns that emphasise themes like sustainability, local craftsmanship, and social responsibility. Festive periods such as Ramadan, National Days, and Eid also present natural opportunities for targeted campaigns, allowing brands to connect more deeply with their audiences.

Wick offers a great example of effective segmentation. For Baladna, Qatar’s leading dairy producer, Wick implemented a Customer Data Platform (CDP) to centralise customer insights. This enabled automated email marketing and lead nurturing systems tailored to the Qatari market. These efforts laid the groundwork for well-planned content strategies and successful campaign execution.

With these segmentation insights in place, AI tools can take personalisation to the next level, delivering highly customised experiences.

AI-Driven Personalisation Tools

AI technologies have become game-changers for creating dynamic, personalised content. For example, dynamic content blocks can adjust messaging based on factors like location, purchase history, or user behaviour on websites. This is particularly useful in a region as diverse as the GCC.

Augmented Reality (AR) tools are another standout innovation. Sephora’s AR feature allows users in the GCC to virtually try on makeup before buying, combining convenience with cutting-edge technology. This approach not only addresses practical shopping needs but also reflects the region’s appetite for innovation.

AI-powered recommendation engines are also reshaping content delivery in the region. A prime example is the launch of "BITS" by Saudi Telecom Company in partnership with Quickplay on 12 March 2024. This platform offers sports and entertainment fans experiences tailored to their individual preferences.

AI chatbots are another effective tool for scaling personalisation. These systems can operate in both Modern Standard Arabic and local dialects, ensuring culturally appropriate and sensitive interactions. They can even adapt their messaging during festive periods, offering Ramadan-specific assistance or highlighting Eid promotions as needed.

Marketing automation platforms that integrate these AI tools create comprehensive personalisation ecosystems. Wick, for instance, manages over 1 million first-party data points, enabling advanced personalisation strategies that resonate with diverse audiences while maintaining scalability across GCC markets.

These AI-driven tools also pave the way for ongoing performance monitoring and optimisation.

Monitoring and Optimising Performance

Once segmentation and AI tools are in place, the next step is to monitor performance closely to ensure continuous improvement.

Behavioural data and predictive analytics play a key role in boosting customer acquisition, increasing lifetime value, and building loyalty in the GCC. Key metrics to track include engagement rates on personalised content, conversion rates from targeted campaigns, and click-through rates on tailored email marketing efforts.

The success of Ooredoo Kuwait’s digital entertainment platform illustrates the power of performance tracking. Within just 90 days, the platform attracted over 6 million views from audiences in 186 countries. Such metrics not only validate the effectiveness of personalisation strategies but also highlight areas where these approaches can be scaled further.

Predictive analytics allow marketers to anticipate audience preferences and fine-tune the timing of content delivery, particularly around festive periods. Using these insights to evaluate content performance ensures campaigns remain relevant and effective over time.

Wick’s work with ATC Forex UAE is a great example of how performance monitoring can drive results. By implementing detailed analytics and providing regular insights, Wick helped inform strategic decisions that led to sustainable digital growth. This continuous feedback loop supported both planning and execution.

To fully capitalise on personalisation, marketers should deploy systems that track consumption patterns, analyse sentiment, and measure how well content aligns with local values. In a region like the UAE, where smartphone penetration is high and digital infrastructure is robust, such analytics are not just possible - they’re essential for success.

Building Dynamic Content into a Unified Digital System

Integrating dynamic content into a streamlined digital ecosystem creates a stronger, more cohesive experience for GCC audiences. This approach connects websites, data analytics, and other digital touchpoints into a single framework that reflects the region’s cultural and linguistic diversity. By weaving personalised, culturally aware interactions into every digital moment, brands can consistently meet audience expectations while staying flexible to market changes.

Building Connected Digital Frameworks

Wick’s Four Pillar Framework is designed to integrate dynamic content across digital channels, addressing fragmented strategies with a unified approach. Each of the four pillars contributes to a system that supports growth and adapts to the needs of GCC audiences.

The "Build & Fill" pillar focuses on creating AI-powered digital foundations, such as websites, e-commerce platforms, and content systems. For GCC markets, this involves building infrastructure that supports Arabic content, right-to-left formatting, and culturally relevant visuals. These foundations ensure that dynamic content can be delivered effectively across multiple languages and cultural contexts.

The "Capture & Store" pillar brings customer insights together using advanced data systems, behavioural tracking, and journey mapping. Audience diversity in the GCC demands sophisticated segmentation, and tools like Customer Data Platforms (CDPs) help consolidate data from various sources. These platforms create detailed audience profiles, enabling brands to craft personalised content strategies with precision.

A great example of this integrated approach is Wick’s work with Baladna, Qatar’s leading dairy producer. Wick managed Baladna’s entire digital ecosystem, including ongoing UX/UI optimisation, strategic social media management across platforms like Instagram, Facebook, and X, and integrated SEO and Answer Engine Optimisation (AEO) strategies. This cohesive management ensured a unified brand presence across all digital channels.

The "Plan & Promote" pillar ensures that content distribution aligns with business goals. This involves coordinating SEO efforts with social media campaigns, timing releases around regional events, and maintaining consistent messaging across paid advertising.

Lastly, the "Tailor & Automate" pillar focuses on personalisation and automation. This includes dynamic content delivery and AI-driven solutions that scale growth while keeping a personal touch. By leveraging advanced segmentation, brands can deliver tailored experiences across all customer interactions.

Together, these pillars create a connected framework that supports automated content delivery and scalable personalisation.

Automating and Scaling Content Efforts

With a strong foundation in place, automation becomes the key to managing content delivery across diverse channels. The GCC’s linguistic variety, cultural nuances, and consumer behaviours require systems capable of delivering relevant content to the right audience at the right time.

AI-driven automation tools simplify this process by adjusting messaging based on factors like location, language preference, and cultural context. For instance, automated systems can switch between Modern Standard Arabic for broader communication and Gulf dialects for more personalised engagement, depending on the audience and campaign goals.

Robust data management supports these efforts by enabling real-time personalisation. Automated workflows can handle tasks like email marketing campaigns, social media scheduling that accounts for regional time zones, and dynamic website content that adapts to visitor preferences.

Customer Data Platforms (CDPs) play a central role in automation. By unifying insights from multiple touchpoints, CDPs allow businesses to create workflows that respond to customer behaviour instantly. For example, someone engaging with Ramadan-themed content might receive follow-up emails featuring related products, while another user browsing in English might see entirely different messaging.

Automation also improves performance. AI tools can test content variations, analyse engagement trends, and refine strategies to match audience preferences. This ongoing optimisation ensures content remains relevant and impactful as consumer needs evolve.

Marketing automation platforms tie these efforts together, managing complex customer journeys across multiple channels. By ensuring that each interaction builds on the last, these platforms create a seamless brand experience.

Continuous Improvement with Expert Consulting

Automation delivers results, but staying competitive in the GCC requires continuous refinement. As consumer preferences shift and new technologies emerge, expert consulting helps businesses adapt their strategies to stay ahead.

Expert consulting services provide the guidance needed to navigate these changes. With 27+ years of combined digital marketing expertise, consultants can identify trends, recommend adjustments, and ensure dynamic content strategies align with business goals.

Regular performance analysis is key to this process. By monitoring engagement metrics, analysing audience feedback, and reviewing campaign data, businesses can make informed decisions about content direction, platform priorities, and resource allocation.

In the GCC, cultural awareness is especially important. Consultants help businesses balance global best practices with local sensitivities, ensuring content remains appropriate and engaging. This might mean adjusting messaging during specific periods, incorporating new cultural references, or adapting to changing language trends.

Technology recommendations are another critical aspect of consulting. As new AI tools and automation platforms become available, expert guidance ensures businesses invest in solutions that fit their needs. This avoids unnecessary costs while keeping brands at the forefront of digital marketing.

Strategic planning sessions should be held regularly to review data, discuss market changes, and fine-tune content strategies. These meetings ensure every team member understands how their efforts contribute to the larger system and align with overall business objectives.

Conclusion: Key Steps for Creating Dynamic GCC Content

Crafting compelling content for GCC audiences is all about blending cultural awareness with advanced technology. Here’s a streamlined approach to ensure your content resonates and drives results.

Start with understanding your audience. The GCC region is a unique mix of local traditions and global influences, so knowing your audience's preferences is crucial. Focus on language - use Modern Standard Arabic for wide-reaching communication, but don’t underestimate the power of local dialects to build personal connections. Dive deeper into consumer behaviours and cultural values to create content that feels authentic and relatable.

Next, prioritise effective localisation. This isn’t just about translating words - it’s about aligning visuals, messaging, and references with the region’s aesthetics and values. When done right, localisation can significantly boost engagement and conversion rates by making your content feel tailor-made for the audience.

Incorporate AI-driven personalisation to elevate the user experience. With data analytics, you can deliver real-time, customised content that adapts to individual preferences, locations, and cultural contexts. These personalised interactions are most impactful when they’re part of a well-connected digital ecosystem.

Finally, focus on integrated digital systems. By unifying your digital channels, you can ensure consistent messaging and seamless automation across every touchpoint. This cohesive approach not only simplifies personalisation but also scales it effectively, ensuring every user interaction feels intentional and meaningful.

Given the intricacies of these strategies, partnering with experts can make a world of difference. Companies like Wick offer a Four Pillar Framework that combines AI-powered foundations with advanced personalisation systems, helping brands meet GCC consumers’ expectations with precision and care.

Success in the GCC market is about more than just reaching your audience - it’s about building genuine connections. By respecting cultural values and delivering tailored experiences, brands can thrive in this dynamic region, paving the way for long-term growth and loyalty.

FAQs

How can brands effectively use both Modern Standard Arabic and Gulf dialects to connect with GCC audiences?

To connect effectively with GCC audiences, brands need to find the right mix of Modern Standard Arabic (MSA) and Gulf dialects, depending on the context and who they’re targeting. MSA works best for formal communication - think press releases, official documents, or campaigns aimed at a broader Arabic-speaking audience. On the other hand, Gulf dialects are ideal for more personal or localised content, such as social media posts or ads tailored to specific Gulf countries, as they resonate on a more familiar and cultural level.

When combining the two, keep the message straightforward and consistent. Avoid making the language unnecessarily complex, and always factor in the audience's preferences. Testing your content and collecting feedback can be invaluable in fine-tuning your approach to ensure it feels relevant and engaging.

How can I ensure my content aligns with Islamic values and local traditions during key events like Ramadan?

To ensure your content resonates with Islamic values and local customs during Ramadan, it's crucial to approach it with respect and cultural awareness. Focus on themes that hold special importance during this time, such as community, charity, and spirituality. Steer clear of promoting extravagance or activities that might conflict with fasting hours, like daytime food-related promotions.

Incorporate greetings like Ramadan Kareem to establish a genuine connection with your audience. Be mindful of your choice of imagery, language, and messaging, ensuring they reflect modesty and inclusivity in line with local traditions. Tailoring your campaigns to the UAE's unique audience while honouring these values can help build trust and meaningful engagement.

How can AI-driven personalisation improve content delivery for GCC audiences, and what are some practical examples?

AI-powered personalisation transforms how content is delivered by aligning it with the specific preferences, behaviours, and cultural nuances of audiences in the GCC region. Through the use of data and automation, businesses can craft experiences that feel relevant and meaningful, while staying mindful of local customs and values.

Take, for instance, AI tools that can modify website content in real time to feature regional holidays, preferred languages, or visuals that reflect cultural significance. Similarly, personalised email campaigns can suggest products or services based on a user's browsing history, making the communication more engaging and targeted. These strategies not only deepen the connection with the audience but also support steady growth by meeting local expectations effectively.