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, 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, 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.