Digital Marketing Trends in the Middle East - 2011

DIGITAL MARKETING TRENDS IN THE MIDDLE EAST - 2011 FIRST, SOME INTERESTING FACTS 30.2 MILLION NUMBER OF SOCIAL MEDIA USERS IN THE MIDDLE EAST 3338888E38 15 MILLION OF THEM ON FACEBOOK 5.5 MILLION TOTAL TWITTER USERS IN THE REGION 40% OF THEM FROM THE UAE 240% INCREASE IN SAUDI ARABIA'S NUMBER OF TWITTER USERS IN 2010 AND NOW, THE SURVEY RESULTS INCREASE IN MENA DIGITAL MARKETING BUDGETS IN 2011: "Telcos in the region keep rewarding older marketing models!" CEO, venture capital firm, UAE 20-50% 56.2% 80 -100% 12.5% 0-20% 31.2% WHAT THE INCREASED BUDGET IS BEING SPENT ON SMARTPHONE APP CREATION 'I DON'T WANT TO SPEND A PENNY EMAIL MARKETING 5% 5% 5% I HAVE NO IDEA" u SMS MARKETING 28% S ENS 10% 20% 27% GOOGLE ADWORDS SOCIAL MEDIA MARKETING 24% Can't track ROI or impact 17% No budget TOP REASONS STOPPING 10% "We feel our audience - DIGITAL MARKETERS FROM GETTING STRATEGY BUY-IN FROM MANAGEMENT won't respond' 14% Lack of understanding 13% No need: Happy with traditional marketing WHICH MARKET HAS THE MOST DIGITAL MARKETING POTENTIAL? N KSA UAE QATAR BAHRAIN 54% 39% 4% 3% WHICH CHANNEL IS THE BIGGEST OPPORTUNITY FOR MIDDLE EAST DIGITAL MARKETING? 57.5% 17.5% 12.5% 12.5% SEARCH ENGINE SOCIAL MEDIA EMAIL MARKETING MOBILE MARKETING OPTIMISATION HAVE YOU INVESTED IN E-COMMERCE SOLUTIONS? BRAND NOT KEEN TO USE E-COMMERCE UNNECESSARY YES - 50% NO - 50% BUDGETED FOR 2012 TOO COMPLICATED BENCHMARKS BEING USED IN THE MIDDLE EAST TO MEASURE SOCIAL MEDIA ROI 30% 15% WE DON'T 35% 25% HIGHER INCREASED INCREASED LEAD MEASURE THE WEB TRAFFIC GENERATION REVENUES ROI Mobile Payment Apps Catalogues Healthcare Apps Location-based Apps iPhoneApps Offers & Discount Apps WHAT MOBILE APPS ARE MIDDLE EAST BRANDS CREATING? News Apps Live-Video Streaming Leisure & Travel Apps Cinema Ticket Apps Blackberry Apps Games Language barrier between teams Lack of good translators and Arabic copywriters Different dialects make it difficult to please everyone REASONS MARKETING IN ARABIC IS STILL A CHALLENGE Lack of mainstream Arabic creativity Not enough Arabic content creators & providers Non-Arabic speakers leading a marketing team Many simply tansfer'an English campoign into Asabic Bandwidth 3 BIGGEST CHALLENGES IN DIGITAL MARKETING FOR THE CLIENT-SIDE Monitoring - Tools and Expertise Budget SOCIAL MEDIA ACCOUNTS PER PERSON 31% 15% 13% 10% 10% 5% 3% 3% 2 3 6 Number of accounts 10 12 This survey was conducted for Click 5.0 The Digital Marketing Event OLE By With resources from socialbakers IQPC ti dityaodty Can Additionalrsources, data and research fom www.anw.com www.socialbokers.com www.arabianbusines.com www.mccollinsmedia.com Spot On Public Relaticons WSIMarketing Trends Report 2010 www.clickmarketingsummit.com % OF INCREASE NUMBER OF COMPANIES SURVEYED