Marketing is just “propaganda”… and I prefer to deal with content creators

Mohammed Ali Al Abbar, founder and managing director of Emaar, confirmed that creating distinctive and creative content with the real product is the best way to market instead of relying on traditional methods, pointing out that his success in his work is due to the great support of the wise leadership and the distinguished employees who accompanied him in his work. His professional career.

This came in a session entitled “Why did you abandon the marketing team?” During the activities of the One Billion Followers Summit, the largest global summit in the content industry economy, which was organized by the UAE Government Media Office, and concluded its activities today, the summit, in its third edition, witnessed great momentum with the participation of more than 15,000 content creators and influencers, more than 420 speakers, and 125 CEOs and international experts. .

Great support
Al-Abbar attributed the credit for the achievements achieved throughout his career to God Almighty, then His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, “may God protect him,” who gave him multiple opportunities to work and continuous support and advice, in addition to thousands of distinguished employees. Who worked with him for 35 years.

Al-Abbar considered marketing merely “propaganda,” stressing that the real question that must be asked is: Do I have a real product or not? This philosophy focuses on the real value that the product offers instead of relying on exaggerated advertising, which enhances trust between the brand. And its audience.”

He said: “Based on this, we decided to cancel dealing with external marketing companies, as we do not depend on any external advertising, and we focus on quality, prices, trust and integrity to reach the consumer. We also have a team of the best employees who work hard and with integrity and without any marketing team.”

Have new experiences
During the session, Al-Abbar reviewed a short advertising video that cost $70,000 but achieved sales worth $3.5 million. He continued, “If you have real content and a product with creative people and in the right place, your business will succeed and you will not need a marketing team, so I prefer dealing with content makers.” .

Al-Abbar said: “I am a person who is afraid of failure in front of my family, my children, and my team. I am an ordinary person. I come from a simple family and from parents who do not know how to read and write. I came from nothing and reached what I have achieved,” adding: “I do not let down those who trust me.” “I’m just a practical man.”

Al-Abbar advised entrepreneurs to persevere, engage in new experiences, and not back down, in addition to exploiting the technical tools currently available.

Al-Abbar concluded his session by announcing a challenge to content creators, with the aim of designing the best creative content creation campaign that highlights the Downtown area in Dubai, to increase the number of tourists from the current 150 million tourists to 200 million tourists annually, in addition to finding innovative solutions to the social housing crisis that many people face. Countries of the world, stressing its readiness to provide full support for this campaign to achieve its ambitious goals.