At last week's Digital Cream Dubai, Econsultancy's CEO, Ashley Friedlein, presented the latest digital trends from the newly published State of Digital Marketing in the Middle East and North Africa report 2012.
In this post, we share a video blog from Paul de Bruin, Vice President of eZeliving.com, who talks about some of the main findings from the research.
The research found that a third of marketers (33%) have an annual budget for digital marketing of less than $10,000, and in fact, restricted budgets were thought to be one of the main barriers to investing more money in online.
Although this seems relatively low, as the industry develops, there will be more case studies that that demonstrate the value of digital, which will make it less difficult to acquire senior management buy-in and attract budgets for online.
The report also found that 70% of marketers are using newspapers and magazines for marketing, which is the most frequently used offline channel for marketing.
In terms of online channels, email is the most frequently used digital discipline, with 78% of companies using this for marketing. In addition, fewer companies are outdoor advertising for marketing this year.
Companies are using both a mix of offline and online channels, and as digital grows in the region, companies will move towards a more integrated, joined-up approach to marketing.
There's plenty more insights and analysis in Paul's video blog below.
Paul de Bruin is a 22-year-old entrepreneur, originally from Australia, but living in Dubai for the past ten years. Paul is Vice President and Co-owner of eZeliving.com, the UAE's first lifestyle web TV website. Connect him with on LinkedIn or follow him on Twitter @debrpa.
There's plenty more statistics, trends and charts in The State of Digital Marketing in the Middle East and North Africa report 2012, which is available to download for $400. Silver+ members of Econsultancy get access to all of our reports (more than 400) for the one-off annual price of just $495.
Reader comments (8)
Web Marketing Manager at www.venuebirmingham.com
4:08PM on 27th February 2012
Sorry - but I find it appalling that an otherwise ethical outfit like Econsultancy chooses to hold an event in what is the slavery capital of the planet: http://www.independent.co.uk/opinion/commentators/johann-hari/the-dark-side-of-dubai-1664368.html
I don't expect this comment to remain on the site for long, but I feel I have to express my disapproval of you supporting such an abhorent regime
4:16AM on 28th February 2012
James, I just want to point out and highlight some facts related to the writer of the article, Johann Hari, which you have mentioned in your post.
In 2011, Hari -the writer of that article- admitted to plagiarism, was suspended from The Independent and surrendered his 2008 Orwell Prize. He also admitted to making Wikipedia edits, under a pseudonym, to attack his critics, and has said that he plans to undergo training in journalism ethics.
Additionally, Hari's Orwell Prize was withdrawn from him on accounts of plagiarism.
Further, he admitted faking interviewee responses in his articles, like the ones in the article to which you referred.
Source: http://en.wikipedia.org/wiki/Johann_Hari
Regards,
Rani
8:36AM on 2nd March 2012
70% of marketers are using newspapers and magazines for marketing? Is this just for Dubai? -Great post.
4:20PM on 3rd May 2012
1/3 of marketers have online budgets of under $10,000? Is that more a result of the economic downturn, an increase in local entrepreneurship?
Research Manager at Econsultancy
4:36PM on 3rd May 2012
Hi Jean-Paul,
I wouldn't say that it is a result of the economic climate, but rather that digital is still in its infancy in the region, though rapidly growing.
Consequently, as online marketing develops in MENA, digital will attract more investment, as it becomes easier to demonstrate value and senior management see the benefits of online channels.
3:15AM on 15th May 2012
Hi John,
I am not sure where you got your information, but I thought I would share with you the facts.
Fact 1: Dubai has employed 1000's of labourers from villages and township around India, Pakistan, Bngladesh, Thailand and China, but it far from slavery, you completely misunderstand. They fly them in here, (something most will never experience), they house them, (something most would never experience), they feed them, (something most will never experience), and they pay them a tax free salary whilst everything is paid for.
Fact 2: What they pay is almost double the average working wage in many of the countries they bring them from.
Fact 3: Coming from Birmingham myself I wonder if you know the history of what USA and Britain did in the 1940's, 1950's, 1960's and 1970's, the difference was, we were taught hatred for our West Indian, Asian and even Irish people who came and, 'took our jobs', the reality is we were lazy and did not want these jobs. Now look at what has happened, they hold positions of power, (they run Birmingham basically!), they are some of the wealthiest people in the country and they work hard and earn a living - something we could learn a lot from. Dont believe the stories you read written by journalist desperate to be heard, come live here for a while and see it for yourself, it is NOT like you think it is.
Happy to discuss at anytime. Cheers James
Web Marketing Manager at www.venuebirmingham.com
12:08PM on 15th May 2012
Not sure who you are talking to as no commentator here has been called "John".
My facts are from newspapers and investigative journalism; I am prepared to cite my sources: http://www.independent.co.uk/opinion/commentators/johann-hari/the-dark-side-of-dubai-1664368.html and http://www.bbc.co.uk/news/world-middle-east-12246979 https://en.wikipedia.org/wiki/Human_rights_in_Dubai
Why do you not detail the other components of their slavery? - the fact that they might well be flown in - but then their passports are seized and the money they earn must go 100% to paying for their flight home?
What relevance is the fact that their wage is double the rate they get at home if they must work for 5 years, 6 days a week, 12 hours a day to pay back the cost of their flight?!
What relevance is where I live or the history of slavery perpetuated by my nation? - I am trying to do something about slavery here and now by engaging in debate - not by apologising for an oppressive regime happy to jail people for having extra marital sex.
4:32PM on 17th August 2012
I also want to ask this question that 70% of marketers are using newspapers and magazines for marketing? Is this just for Dubai?
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