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The State of Digital in the Middle East and North Africa
Supported by ArabianBusiness.com SAMPLE ONLY. Please download the full report from:
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The State of Digital in the Middle East and North Africa
Econsultancy London
4th Floor, The Corner
91-93 Farringdon Road
London EC1M 3LN
United Kingdom
Telephone:
+44 (0)20 7269 1450
http://econsultancy.com
help@econsultancy.com
Econsultancy New York
41 East 11th St., 11th Floor
New York, NY 10003
United States
Telephone:
+1 212 699 3626
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reproduced or transmitted in any form or by any means,
electronic or mechanical, including photocopy, recording
or any information storage and retrieval system, without
prior permission in writing from the publisher.
Copyright © Econsultancy.com Ltd 2011
Published April 2011
The State of Digital in the Middle East and North Africa - Supported by ArabianBusiness.com
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
Contents
1. Executive Summary and Highlights ................................ 1
2. Introduction by ArabianBusiness.com ............................ 4
3. About Econsultancy ......................................................... 5
4. About ArabianBusiness.com ........................................... 6
5. Methodology and sample ................................................. 7
5.1. Methodology ................................................................................ 7
5.2. Respondent profiles .................................................................... 7
5.2.1. Respondents ................................................................................................... 7
5.2.2. Geographic location ....................................................................................... 8
5.2.3. Job roles ......................................................................................................... 8
5.2.4. B2B / B2C focus ............................................................................................. 9
5.2.5. Industry sector ............................................................................................. 10
5.2.6. Type of agency ............................................................................................... 11
6. Findings ......................................................................... 12
6.1. Marketing budgets ..................................................................... 12
6.1.1. Annual company revenue ............................................................................ 12
6.1.2. Annual marketing budget ............................................................................ 13
6.1.3. Proportion of marketing budget spent on digital ....................................... 14
6.1.4. Change in marketing budgets in 2011 ......................................................... 16
6.1.5. Increase in overall marketing budgets ........................................................ 18
6.1.6. Increase in digital marketing budgets ........................................................ 19
6.2. Use of marketing channels ........................................................ 20
6.2.1. Offline marketing channels ........................................................................ 20
6.2.2. Online marketing channels ......................................................................... 23
6.2.3. Changing budgets for digital marketing channels ..................................... 27
6.2.4. Investment in digital marketing technologies ............................................ 29
6.3. Barriers to digital marketing and e-commerce ........................ 32
6.3.1. Barriers to greater investment in digital marketing .................................. 32
6.3.2. Barriers to increasing digital revenue ......................................................... 35
6.3.3. Local issues holding back e-commerce ....................................................... 38
6.4. Measuring marketing effectiveness .......................................... 40
6.4.1. Proportion of overall revenue driven by digital channels ......................... 40
6.4.2. Metrics to measure marketing effectiveness .............................................. 41
6.4.3. Understanding of how to measure ROI ...................................................... 43
6.4.4. Understanding of digital by senior management ....................................... 45
6.4.5. Barriers to increasing digital marketing effectiveness ............................... 47
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1. Executive Summary and Highlights The Econsultancy State of Digital in the Middle East and North Africa report is based
on a survey of more than 500 company and agency marketers carried out in February and March
2011.
The report looks at relative levels of spending this year, across a range of marketing channels,
comparing online and offline budgets, while also looking at planned investment on different types
of marketing technology.
The research findings reflect a buoyant digital industry that is experiencing rapid growth. On
average, companies are spending 22% of their marketing budget on digital, and more than half
(58%) are increasing their digital budgets in 2011. This compares to 43% of organisations who are
increasing their overall marketing budgets this year.
While digital is showing rapid growth, companies are using both online and offline channels to
drive marketing efforts. Email marketing is the channel most frequently employed by companies
for digital marketing. This correlates with research from Effective Measure1 that shows that email
is the most popular activity online for consumers in the Middle East. Email marketing is effective
because it delivers tangible ROI via inherently measurable metrics.
Social media is also a strong channel in the Middle East, with many companies using websites
such as Twitter and Facebook for marketing. However, fewer companies are incorporating social
media features (such as blogs, forums and ratings) into their own websites.
While digital is exhibiting strong growth, companies are also using offline channels for marketing.
Some agencies and companies feel that there is too much reliance on traditional marketing, which
is holding back investment into digital.
Although the digital industry is booming, there are still many barriers to growth. A combination
of different factors is preventing companies from investing more money, rather than a single
overriding barrier.
Many of the problems relate to a lack of training, education and consultancy, which is good news
for agencies and supply-side companies that are able to offer these types of services. There is
clearly a gap in the market for industry expertise and specialist knowledge that could be used to
better inform clients about the potential of online marketing.
Many companies are not yet adequately measuring return on investment from digital marketing,
according to the supply-side respondents surveyed. There is a wide disparity between client-side
and agency respondents when it comes to evaluating companies‟ ability to measure ROI.
The good news for marketers is that these barriers are not holding back digital marketing, as the
industry continues to flourish. Further investment will break down the barriers to online
marketing, as the market develops and matures.
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1 http://www.spotonpr.com/wp-content/uploads/2010/09/InternetHabitsEM29Sep10.pdf
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Other relevant Econsultancy reports, training and events
Middle East and North Africa: Internet Statistics Compendium
http://econsultancy.com/reports/middle-east-and-north-africa-internet-statistics-compendium
Digital Cream Dubai
http://econsultancy.com/events/digital-cream-dubai
Training courses in Dubai
http://econsultancy.com/training/in/dubai
Fast Track Digital Marketing - Dubai Training
http://econsultancy.com/training/courses/fast-track-digital-marketing-dubai/
Social Media Marketing - Dubai Training
http://econsultancy.com/training/courses/social-media-marketing-dubai/
Online Media Planning and Buying – Dubai Training
http://econsultancy.com/training/courses/online-media-planning-and-buying-dubai
Search Marketing - Organic/Natural (SEO) - Dubai Training
http://econsultancy.com/training/courses/search-marketing-organic-natural-seo-dubai
Fast Track Digital Marketing - Abu Dhabi Training
http://econsultancy.com/uk/training/courses/fast-track-digital-marketing-abu-dhabi
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2. Introduction by ArabianBusiness.com As a company website at the forefront of the digital revolution in this region, we are uniquely
placed to see both the incredible growth in one area, and the weaknesses and lack of knowledge in
other areas.
This is why ArabianBusiness.com has always supported, endorsed and executed initiatives aiming
to educate the marketers and decision makers about the power of digital advertising and the best
practices to empower the brands and deliver results to the advertiser.
It is for this reason that we have joined up with Econsultancy, who we consider as a key partner in
this initiative, not only because of their global expertise but also for their immense contribution
towards the delivery of powerful content on online advertising.
Indeed, the audience response to this survey was much higher than average which shows the
hunger for more information on digital advertising.
The report‟s findings are aligned with ITP Digital‟s vision of online marketing in the region. We
have experienced exponential growth in both reach and revenue – the website now reaches two
million unique visitors per month and delivers more than six million page impressions.
As a result of this huge traffic, we have also witnessed a huge growth in advertising revenues of
around 30% in 2010. We expect a growth of at least another 30% in 2011, despite the challenging
market conditions.
Today, we are also seeing an increase in the level of digital sophistication and the level of
education with every company brief we receive, with every campaign we run, and with every
creative execution we‟re delivering to clients.
As a company at the centre of this huge change, we are striving to now lead the way – hence the
reason why we have launched more than 15 websites over the past two years, and have invested
heavily in our mobile platforms as well as iPhone and iPad applications.
We strongly endorse and support the findings in this report, and look forward to working across a
number of future initiatives with Econsultancy.
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3. About Econsultancy Econsultancy is a community where the world's digital marketing and e-commerce professionals
meet to sharpen their strategy, source suppliers, get quick answers, compare notes, help each
other out and discover how to do everything better online.
It was launched in 1999 and since then has grown to a dominant position in the digital marketing
industry with more than 100,000 members worldwide.
Its website and blog attracts more than 300,000 unique users per month and its range of training
courses and conferences are attended by more than 5,000 marketers every year.
Econsultancy also provides a range of resources specifically for the Middle East including
regionalised reports, such as the Middle East Internet Statistics Compendium, local events, online
resources and training programmes. Econsultancy‟s 100,000 members make better decisions,
build business cases, find the best suppliers, look smart in meetings and accelerate their careers.
Find out more at http://econsultancy.com/hello/mena.
For more information, visit http://econsultancy.com or follow @econsultancy on Twitter.
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4. About ArabianBusiness.com ArabianBusiness.com is the Middle East‟s leading resource for informed news, opinion and
analysis, delivering breaking stories around the clock in both English and Arabic.
Staffed by a team of more than 80 journalists in sectors as diverse as real estate, leisure and
politics and economics, ArabianBusiness.com offers fresh, compelling content to the region‟s key
decision makers. We offer:
Exclusive coverage of the key sectors affecting the Middle East today, from banking and
finance, politics and economics, real estate, construction, media, travel and hospitality,
lifestyle and more.
A team of more than 80 journalists providing trusted analysis, news and opinion, reaching
the trend setters, opinion leaders and decision makers transforming the region‟s business
landscape.
One of the largest online communities in the Gulf, with an average of 1.5 million unique users
each month. Marketing campaigns delivered on ArabianBusiness.com reach educated, high
net worth individuals with the disposable income to maintain their lifestyle, ideal for both
business-to-business and business-to-consumer programmes.
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storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
5. Methodology and sample
5.1. Methodology The Econsultancy State of Digital in MENA Report is based on a survey of more than 500
client-side and agency respondents. Information about the online survey was emailed to
Econsultancy’s user base of internet professional and marketers, and promoted online via Twitter
and other channels during February and March 2011. The incentive for taking part in the survey
was access to a complimentary copy of this report just before its publication on the Econsultancy
website.
The survey is run in partnership with ArabianBusiness.com, and supported by other media
partners, including mediaME and AMEinfo.
Econsultancy and ArabianBusiness.com would like to thank those who took the time to complete
the questionnaire, as well as mediaME and AMEinfo for their support. If you have any questions
about the research and methodology, please email Econsultancy's Research Manager, Aliya Zaidi
(aliya.zaidi@econsultancy.com).
5.2. Respondent profiles A total of 510 respondents took part in the survey, including 173 “client-side professionals or
marketers” and 219 “supply-side” respondents (including agency marketers and those working
for technology vendors or other service providers). Client-side respondents also include
respondents who work for publishers and in government.
For the purposes of this report, we have carried out separate analysis for both these groups and
the distinction is abbreviated to “companies” (including publishers, not-for-profit organisations
and respondents working in government) and “agencies” (including vendors).
5.2.1. Respondents
Figure 1: Which of the following most accurately describes your job role?
Note: client-side marketers also include publishers and those working for government.
Respondents: 510
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5.2.2. Geographic location
The majority of respondents (over half – 54%) are based in the United Arab Emirates. Some 10%
are based in Saudi Arabia, while 7% are from Egypt. The next most prominently featured
countries are Lebanon (6%), Jordan (5%), Kuwait (3%), Bahrain (3%) and Qatar (3%).
Figure 2: In which country are you (personally) located for work?
Respondents: 515
5.2.3. Job roles
The chart below shows that the survey has a very senior audience, as just over a quarter (26%) of
respondents are business owners, C-level executives or heads of marketing. Some 16% are heads
of digital or e-commerce (13%), or of a single digital channel (3%). Just over a quarter of the
respondents (27%) are marketing managers, while 14% are business analysts or strategists.
Companies Figure 3: Which best describes your job role?
Respondents: 206
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5.2.4. B2B / B2C focus
The chart below shows to what extent businesses are focused on B2B, B2C, or both. Some 30% of
respondents are exclusively focused on B2B, while 42% are B2C-focused. Just over a quarter
(27%) are focused on both B2B and B2C.
In terms of the agencies, only a minority exclusively work with B2B clients (10%). Some 40%
work with B2C clients while half (50%) say their clients are both B2B and B2C focused.
Companies
Figure 4: Is your business focused more on B2B or B2C?
Respondents: 187
Agencies
Figure 5: Typically, are your clients focused more on B2B or B2C?
Respondents: 181
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5.2.5. Industry sector
As seen in Figure 6, almost a fifth of respondents (19%) work in the publishing sector, while 10%
work in government or in the public sector.
Some 9% of respondents work in telecommunications, while 8% work in media. An additional 8%
work in travel or entertainment, while 6% of respondents work in retail.
„Other‟ in this context includes IT, construction, consumer electronics and real estate.
Companies
Figure 6: In which industry or sector does your organisation operate in?
Respondents: 147
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5.2.6. Type of agency
The chart below profiles the type of agencies surveyed, and indicates that over a quarter (28%) of
supply-side respondents work for a full service digital agency. Just under a quarter (23%) work
for an advertising agency. Some 15% of respondents work for a media agency. Respondents who
said „other‟ includes other communications agencies, market research consultants and
management consultancies.
Agencies
Figure 7: What type 0f company do you work for?
Respondents: 176
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6. Findings
6.1. Marketing budgets
6.1.1. Annual company revenue
The chart below shows the annual revenue of company respondents. At the upper end of the scale,
three-quarters of respondents (76%) work for companies with revenues of over $1 million.
Some 14% of respondents work for companies with annual revenue of more than $1 billion. Just
under a quarter of respondents (24%) work for organisations with revenue of under $1 million.
Companies
Figure 8: What is your annual company revenue?
Respondents: 184
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6.1.2. Increase in overall marketing budgets
Companies that are increasing budgets were asked by how much they expect their overall
marketing budgets to increase. On average, companies expect to increase their overall budgets by
23%. This compares to an average of 30% in the UK, according to the Econsultancy / SAS
Marketing Budgets Report 2011.
The vast majority (91%) expect their budgets to increase by up to 40%, with almost a third (29%)
saying they expect budgets to go up by up to 10%. Over half of companies (52%) said they expect
an increase in the region of 11% to 30%.
At the other end of the scale, 6% say they expect a 91% to 100% increase in overall marketing
budgets in 2011.
Voice of the expert – SAMPLE QUOTE
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Professor, King Fahd University of Petroleum and Minerals
Voice of the agency – SAMPLE QUOTE
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Account Director, Socialize
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6.2. Use of marketing channels
6.2.1. Offline marketing channels
Looking at offline channels used for marketing, printed media comes out on top, with over two-
thirds of companies (69%) using newspapers and magazines for marketing. Live events are also
popular in the Middle East, as substantiated by the 62% of survey respondents who say they use
conferences or other events for marketing.
Companies
Figure 9: Which offline or „traditional‟ marketing methods or channels do you use
for marketing?
Respondents: 196
Voice of the client
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Digital Marketing Manager, Jumeirah
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Table 1 shows the breakdown of response by companies who are focused on B2B, B2C, or both.
Newspapers and magazines and live events and conferences are the most frequently used
channel by B2B and B2C companies, as well as organisations that are focused on both.
Table 1 - Offline channels by B2B vs. B2C focus
Which offline or ‘traditional’ marketing methods or channels do you use for marketing?
B2B B2C Both equally
Newspapers / magazines X % X % X %
Live events / conferences SAMPLE SAMPLE SAMPLE
Direct mail - - -
Outdoor advertising - - -
Radio - - -
Television - - -
Telemarketing - - -
Fax distribution - - -
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Account Manager and Research Officer, Socialize
1.1.1. Online marketing channels
The chart below shows that a range of online channels are used for marketing, with email being
the most frequently used, according to 80% of responding companies. Email marketing performs
well as there are many metrics available to measure success, and marketers are able to
demonstrate tangible ROI from the channel.
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6.3. Barriers to digital marketing and e-commerce
6.3.1. Barriers to greater investment in digital marketing
Asked about the three biggest barriers to digital marketing, some 28% of respondents reported
that company culture and reliance on traditional marketing were major obstacles.
Companies Figure 10: What are the biggest barriers preventing your organisation from investing more money in digital marketing?
Respondents: 179
Note: respondents could check up to three options.
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Head of Digital, AMEInfo / Emap Middle East
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6.3.2. Barriers to increasing digital revenue
In an open-ended question, companies and agencies were asked about the single biggest barrier
to increasing digital revenue streams.
The most important barriers to increasing digital revenue are:
Lack of knowledge about digital
Lack of knowledge – SAMPLE QUOTE
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Company respondents
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6.3.3. Local issues holding back e-commerce
Companies and agencies were also asked about any specific local issues holding back e-commerce
in the region. Language barriers were frequently cited, particularly with regards to a lack of good
Arabic language solutions.
In UAE in particular, there is a broad mixture of cultures, which means a wide variety of different
languages and dialects are spoken in the region.
Language barriers
“A complete lack of good Arabic-language solutions. What is in place now are Arabic speaking ad execs and
marketers who think simply translating is enough.”
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Company and agency respondents
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6.4. Measuring marketing effectiveness
6.4.1. Proportion of overall revenue driven by digital channels
6.4.2. Metrics to measure marketing effectiveness
The chart below shows how companies in the Middle East measure marketing effectiveness. Most
companies use hard, tangible metrics such as sales and ROI to measure effectiveness. Slightly
fewer employ softer brand metrics, such as reputation, advocacy, and brand recognition.
Companies Figure 11: Which metrics do you use to measure marketing effectiveness?
Respondents: 176
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