How search advertising is helping the gifting industry bloom?

It’s no secret that the pandemic has changed consumer habits immeasurably and, here in the Middle East, search advertising has grown massively over the last 18 months.

Digital techniques are leading the way in the marketing industry. Consumers are becoming more and more familiar with digital technologies and platforms, and brands are now able to engage with their target audience far more efficiently than ever before.

Just like every other sector, the gifting industry is booming across the globe. This is partly thanks to the increasing numbers of brands that are now using digital platforms to help them deliver a better service and grow their business.

Here in the UAE, Ferns N Petals has also seen a surge in demand for locally grown, freshly cut bouquets.

Thanks to the growing number of dedicated horticultural farms that specialize in homegrown and beautifully colorful flowers, bulbs, and shrubs, the UAE has reduced the demand for outside exports and is now renowned as a successful flower-selling nation.

Back in January, we reported that Ferns N Petals had experienced a 100-per cent growth spurt, and we expect that this trend will continue into the near future.

Search advertising has also helped us to boost our sales enormously. Indeed, as digital mediums continue to boom in popularity, it has quickly become one of the most effective marketing methods available.

In fact, the gifting industry as a whole relies mainly on search advertising, with 60 to 70 percent of its revenue generated through this technology. Ferns N Petals works with search ad

vertising giants like Google, Microsoft, and Amazon to help drive sales throughout the year and further accentuate the success of seasonal campaigns for big events like Christmas, Valentine’s Day, and Mother’s Day.

These advertising platforms have all helped and supported us immeasurably.

By adapting campaigns to include top-selling categories such as flowers, cakes, chocolates, and plants we have achieved unprecedented results. This success has then caused us to create a fast-growing expansion plan, and we have opened new branches in the UAE and the wider Gulf over the past year. Now, with over two decades spent as one of the most respected and admired brands in the sector, we are proud to lead the way in revolutionizing the way that people buy and choose gifts.

Our products can be customized and personalized, and they come with 24-hour delivery service across the whole of Dubai.

Fresh flowers have the magical ability to instantly brighten a mood. Sending a gorgeous bouquet is an easy way – especially in the current climate where travel is still uncertain – to remind friends and family you care, even from afar. Search advertising is such a powerful tool. After all, for billions of users across the globe and millions in UAE, the first thing we do when we log on to the internet is search for something.

Being present on search engines can help brands ensure that they are present right from the starting point of every customer’s journey.

This can help brands define touch points that are unique to each user, and then utilize these to provide a relevant and personalized customer experience that gives them a competitive edge over other platforms.

While search has been traditionally used as a performance tool for brands, leveraging it for building brand presence can also be a game-changer. With an accelerated digital shift seen across all industries, search advertising is now one of the strongest marketing methods for gifting brands.

Originally founded in India 27 years ago, Ferns N Petals has already expanded to open branches in the UAE, Singapore, and Qatar. Next, we hope to increase our presence in Saudi Arabia, Malaysia, Indonesia, the Philippines, the UK, and Russia.

We now have 11 verticals and, by using the powers of search advertising and providing excellent customer service and incredible products, we hope to continue to grow in strength and reputation.