Digital Marketing and Middle East

20 Nov 2015

A white paper by Deloitte said that there will be growth in Middle East digital advertising with online branding investments increase 50% and traditional advertising sector grows just 5%.

According to Santino Saguto, Managing Director at Value Partners, One of the reasons why digital marketing scope is increased in Middle East is

“Middle East lacks in audience measurement systems, while in other markets advertisers are allow to assess the reach and impact of their advertisements through traditional mediums, So digital platforms offers more quantifiable return on investment.

How can social media help your business?

1- Revenue Generation- social media helps to generate leads conversions and positively affects long term relationship with customers.

2- Customer Experience- Through social media platform companies can monitor conversation which can help identify issues in your products and services.

3- Marketing Optimizations- Social media also helps in increasing the ROI of a brand. One of the facts says that online campaign increases the ROI by 28%.

4- Brand Health- Through social media one can monitor the buzz of its brand. It is one of the better ways to keep a track record about the opinion of their customer.

5- Innovation- Listen to engaged customers for ideas and insights for a desirable products.

If we consider the statistic for Middle East 30 Million plus social media users are currently present. Figure also shows that in previous year unique daily social media visitors has doubled in number (10million plus). In Algeria facebook unique visitor tripled in 2011. 52% UAE social media user said that they can’t live without facebook. Bayt.com surveyed around 15,758 people from 12 countries in the Mena region and around 43% feel that social media strategy was positive, even 'excellent'.

Working hours are no idle hour for your brand 

One of the tools of social media makes it happen. Considering the fact that at morning peak hour 10am- 2pm 23% person accessing social media, the internet is the main way to reach people during the working day, with most people preferring the medium over TV or newspapers. The good news for marketing companies is that while at work, 15% of respondents admitted they spend time on non-work related activity. Idle surfing during the working day was highest in Saudi Arabia, perhaps in part because while internet connections are poor in the country they are likely to be better in an office.

One of the reports says that men or those who work for government organisations are more likely to be doing non-work related activities online compared to women or those working for private companies. So it’s an opportunity to access those people in the work environment.

Social media in case of Middle East also helps to know the consumer behaviour. Keeping facts in mind more than half the Saudi respondents use social media as a source of Insight for product/brand. Facts also tell that if Saudi respondents are liking or following any brand that means they are buying such product/ service. 86% Saudi respondents said that social advertising increases their interest in the brand/ Product.

17.8% respondents agreed that social media page is for fun and interesting, more than providing customer service (14.9%), answering comments and queries (13.2%) and being updated frequently (11.7%). Almost a third of respondents are managing to update their social media presences at least once a day.

If we consider the market of middle east Healy told delegates there is a 'huge demand' for organisations to better embrace the internet, particularly as 63% said they want to buy products or services online and 66% said they want to sell products or services online.

Grab new marketing methods or die

Hitting consumers with fast, punchy messages about a brand is nothing new, but now media agencies and companies alike are struggling with how to reach their audiences in a world where people watch less 'live' TV, buy fewer and fewer magazines and newspapers and spend increasing amounts of time online.

The top challenges are difficulty to monetise online presence (11.3%), pitching the correct tone of their content (11.3%) and keeping up with processing feedback (10.5%). Other challenges include measuring ROI, and dealing with frequent technology updates. One of the obstacles which the Middle East still has to overcome is such as broadband penetration and speeds, and gaining the trust of consumers, so that they will use their credit cards to part with their hard earned money. Trust is still an issue, but not only unique to the Middle East. 

With digital media, different approaches are being embraced to push branding messages, such as email and online search. The latter is seen as being hugely important in the future, as so many people now use search engines to find products and information online.

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