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66% of Asian businesses plan to increase digital marketing budgets over the next 12 months: report

Two-thirds of Asian businesses (66%) plan to increase their digital marketing budgets over the next 12 months, according to new research from Econsultancy and Campaign Asia-Pacific.

In comparison, just 19% of companies plan to increase their offline budgets in the same time period.

Furthermore, companies surveyed as part of the State of Digital Marketing in Asia 2013 Report are spending an average of 29% of their total marketing budgets on digital, a slight increase from 26% in the 2012 survey.

However, agency respondents included in the report paint a different picture, estimating that their clients spend just less than a quarter (23%) of their total budget on digital.

Report: APAC is excelling in digital advertising

Digital advertising is thriving in the Asia-Pacific region, outshining North America and Europe in some categories, according to a new global benchmark report by DG MediaMind. 

The Viewability: A New Lens for Engagement report compares the digital advertising behaviours from 47 countries around the world, analysing more than 600 billion display advertising impressions during last year.

digital-middle-east

What’s holding back digital in the Middle East?

The latest research from the Middle East by Econsultancy indicates that the digital industry is experiencing rapid growth.

The State of Digital Marketing in the Middle East and North Africa report (supported by ArabianBusiness.com) shows that on average, 27% of of overall marketing budget is spent on digital, up from 22% since the last report was published 10 months ago in April 2011. 

Overall, 58% of companies are planning to increase their digital marketing in 2012, and of these, 52% plan increases of at least 20%.  

Despite the impressive growth rate, there’s still a long way to go, as beyond restricted budgets, company culture, reliance on traditional marketing and the lack of skills are holding back marketers from making the most of the digital opportunities in the region.

In addition, the inability to measure return on investment is thought to be a barrier by 28% of marketers this year, up from 19% in the 2011 survey. 

Mobile ads to surpass television ads?

Despite the rise of digital advertising, advertisers still spent over $130bn last year on television advertising. Of the tens of billions of dollars advertisers are spending on digital ads, a very small portion, perhaps as little as $1bn, is being spent on mobile ads.

But those figures aren’t stopping Razorfish’s Mobile Practice Lead, Paul Gelb, from making a bold prediction: “I think mobile ad spend will overtake television.” And he isn’t talking about decades from now; he believes mobile could surpass television in the coming years.

Email Marketing

Email and social media dominate digital in the Middle East

Digital marketing is thriving in the Middle East, according to new research published today by Econsultancy and supported by ArabianBusiness.com. The survey-based research has found that companies are spending 22% of their marketing budget on digital.

Companies are using a wide range of digital channels for marketing, and investment in online is expected to increase across the board. Encouragingly, over half of companies (58%) are increasing their digital budgets in 2011. 

However, the market is still very much in its infancy, and still faces major barriers to investment. Company culture, a reliance on traditional marketing, and a lack of knowledge are preventing companies from investing further money into digital.

This post looks at the current state of digital marketing in the Middle East, and some of the trends covered in our latest report. 

Attempts to boost reputation drive budgets online

The Marketing Budgets 2010 Report, which looks at measurement of digital and offline marketing channels – and allocation of budgets – is now live. 

The survey-based research, carried out in association with digital marketing provider ExactTarget, has found that companies will increase their digital budgets by an average of 17% in 2010.

Furthermore, digital will account for 24% of total marketing budget this year.