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There is a newer version of this report available: The State of Digital Marketing in the Middle East and North Africa 2012


The State of Digital in MENA report, published by Econsultancy (and supported by ArabianBusiness.com), looks in detail at the level of spending across different traditional and online marketing channels in the Middle East and North Africa. The report also looks at how companies are measuring marketing effectiveness and examines the barriers to digital marketing and e-commerce in the region.

More than 500 companies participated in this research, which took the form of an online survey between February and March 2011. 

The 47-page report includes sections on: 

  • Marketing budgets
  • Use of marketing channels
  • Barriers to digital marketing and e-commerce
  • Measuring marketing effectiveness

Highlights from the findings include: 

  • Digital budgets are expected to increase by 28% on average. 
  • Some 41% of companies are planning to increase investment in CRM channels.
  • Just over half of companies (53%) are planning to increase their budget for mobile marketing, while 51% are increasing their video advertising budgets.
  • Some 28% of respondents say that reliance on traditional marketing is preventing their company from investing more money in digital marketing.
  • Print media dominates traditional marketing, with 69% of companies using newspapers and magazines. 

Table of contents

  1. Executive Summary and Highlights
  2. About Econsultancy
  3. Methodology and sample
    1. Methodology
    2. Respondent profiles
      1. Respondents
      2. Geographic location>
      3. Job roles
      4. B2B / B2C focus
      5. Industry sector
      6. Type of agency
  4. Findings
    1. Marketing budgets
      1. Annual company revenue
      2. Annual marketing budget
      3. Proportion of marketing budget spent on digital
      4. Change in marketing budgets in 2011
      5. Increase in overall marketing budgets
      6. Increase in digital marketing budgets
    2. Use of marketing channels
      1. Offline marketing channels
      2. Online marketing channels
      3. Changing budgets for digital marketing channels
      4. Increase in investment in digital marketing technology
    3. Barriers to digital marketing and e-commerce
      1. Barriers to greater investment in digital marketing
      2. Barriers to increasing digital revenue
      3. Local issues holding back e-commerce
    4. Measuring marketing effectiveness
      1. Proportion of overall revenue driven by digital channels
      2. Metrics to measure marketing effectiveness
      3. Understanding of how to measure ROI
      4. Understanding of digital by senior management
      5. Barriers to increasing digital marketing effectiveness

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 in the Middle East and North Africa (720 KB PDF)
  • Pdf Disabled The State of Digital in the Middle East and North Africa (1.37 MB PDF)
  • Powerpoint Disabled Presentation: The State of Digital in the Middle East and North Africa (1.15 MB Microsoft PowerPoint)

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