Post on 20-Jan-2016
Embracing the digital era
The State of Digital Marketing in LebanonInsights from the Experts
Tel: +961 1 780200 Fax: +961 1 780206 P.O. Box 113-6194
Hamra, Beirut 1103 2100 Lebanon
Email: info@dgtlu.com
DGTL#U Survey
The results of this first Corporate Digital Marketing Survey seek to assess:• The Lebanese companies’ appetite for digital
marketing• Their commitment and attitude towards these new
media• How their strategies translate into sales and
branding awareness, and • What is keeping them from going further and
expanding their online presence
Is the Lebanese Consumer ready for an entirely digital service?
61%
13%
22% 4%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
What is your most effective marketing channel for any business type?
Printed M
aterials
Referrals
Networking
Trade shows
Websit
e
Social M
edia TVs
Cold Calls
Online Paid Ads
Print P
aid Ads0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Do you agree that companies can go completely digital without losing a segment
of their customers?
4%22%
9%52%
13%
Strongly Agree Agree Neutral Disagree Strongly Disagree
What are the main obstacles preventing new strategies and budget
increases?
Tool implementation
High Cost
Lack of ROI certainty
Lack of marketing and IT alignment
Lack of skills
13%
13%
39%
39%
65%
How effective are online mediums for marketing different services and
products?
YouTube
Banner ads
Hosted videos
Google+
Other social media
Webinars
Blogging
Hosted article
Regular company newsletter
Whitepapers
87.00%
86.90%
82.60%
73.90%
69.60%
69.60%
66.70%
65.20%
60.90%
60.80%
57.10%
56.50%
52.20%
34.70%
What is the main reason you use each of the digital marketing features?
Websit
e, SEO &
inbound lin
king
Email Marketing
Online Adverti
sing
Social M
edia
Mobile M
arketing/Apps
Not usingOtherRecruitmentPromotion of products & servicesCustomer serviceCredibilityAwarenessProvide information
Website, SEO & inbound linking
Email Marketing
Online Advertising
Social Media
Mobile Marketing/Apps
MalesFemales
Websit
e, SEO &
inbound lin
king
Email M
arketing
Online Adve
rtisin
g
Socia
l Media
Mobile
Mark
eting/Apps
Business elite (45 year old+) Young adults (20-30years old)Young generation (under 15year old)
Google+
Foursquare
Flickr
YouTube
MaleFemale
Google+
Foursquare
Flickr
YouTube
18-25 yrs old26-35yrs old36-45 yrs old46-55 yrs old56+ yrs old
Ranking of the impact of social media
Increased Exp
osure
Impro
ved sales
Reduced exp
enses
Enhanced m
arketplace in
sight
Increased Traffic
Increased busin
ess parti
cipation
Threatened company
How many of your customers have a blog?
22.70%
59.10%
18.20%
NoneLess than 20%20 - 40%40 - 60%More than 60%
Do your customers dedicate a budget for Digital Campaigns?
73.90%
26.10%
YesNo
• Digital Marketing seems to be at its nascent stages in Lebanon
• Lack of skills and internal organizational understanding were flagged as the main challenges to developing viable, effective, and sustainable digital marketing campaigns and strategies
• Lack of accurate metrics plays a role in slowing down the digitalization of marketing. Without metrics, obtaining the leadership endorsement necessary to drive digital marketing efforts is difficult; especially when
• Strategic objectives are not aligned with measurable criteria
Conclusions