Market Data

The State of Digital Marketing in the Middle East and North Africa 2012

By Econsultancy,

The State of Digital Marketing in MENA report, published by Econsultancy (and supported by, looks in detail at use of different traditional and online marketing channels in the Middle East and North Africa. The report also looks at how companies are using social media for marketing, how businesses are measuring marketing effectiveness and examines the barriers to digital marketing and e-commerce in the region.

More than 400 companies participated in this research, which took the form of an online survey between December 2011 and January 2012. 

The 57-page report includes sections on: 

  • Marketing budgets
  • Use of marketing channels
  • Social media marketing
  • Effectiveness and return on investment 
  • Staffing and skills 

There are six main findings in the research:  

  • Investment in digital is rapidly growing in the Middle East.
  • Marketers are using traditional channels in conjunction with emerging disciplines
  • Beyond restricted budgets, company culture is preventing further investment in digital
  • Social media marketing continues to thrive in the Middle East
  • Marketers continue to grapple with measuring effectiveness and return-on-investment
  • Agencies report the skills gap is preventing clients from making the most of digital marketing

Table of contents

  1. Executive Summary and Highlights
  2. Introduction by
  3. About Econsultancy
  4. About
  5. Methodology and sample
    1. Type of organisation
  6. Findings
    1. Marketing budgets
      1. Annual company revenue
      2. Annual marketing budget
      3. Annual digital marketing budget
      4. Proportion of marketing budget spent on digital
      5. Plans for overall marketing budgets in 2012
      6. Increase in overall marketing budgets
      7. Plans for digital marketing budgets
      8. Increase in digital marketing budgets
      9. Changing budgets for digital marketing channels
      10. Biggest barriers to investing more money in digital
    2. Use of marketing channels
      1. Offline channels used for marketing
      2. Online channels used for marketing
      3. Mobile channels used for marketing
    3. Social media marketing
      1. Extent of social media marketing
      2. Investment in social media
      3. Creating content as part of social media activity
      4. Websites used as part of social media activity
      5. Use of Facebook
      6. Use of Twitter
      7. Value from social media investment
    4. Effectiveness and return on investment
      1. Metrics used to measure marketing effectiveness
      2. Understanding of ROI from digital
      3. Understanding of senior executives about digital channels
      4. Proportion of revenue driven by digital channels
      5. Local issues affecting ability to exploit e-commerce
    5. Staffing and skills
      1. Level of digital knowledge within organisation
      2. Support for digital marketing activities
      3. Investing in digital skills and capabilities
  7. Appendix
    1. Job roles
    2. Type of agency
    3. B2B / B2C focus
    4. Industry / sector

Download a copy of the report to learn more. 

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: The State of Digital Marketing in the Middle East and North Africa (691 KB PDF)
  • Pdf Disabled The State of Digital Marketing in the Middle East and North Africa 2012 (1.84 MB PDF)

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