RESULTS OF THE MIDDLE EAST DIGITAL MARKETING SURVEY 2010

MARKETING PROFESSIONALS SURVEYED: SURVEY PERIOD: 1,048 14 days REGION: LANGUAGE OF

SURVEY: GCC, Middle East and North Africa English We asked 1,048 marketing professionals across the MENA and GCC region 8 key questions about their role and their organisation’s strategy when it comes to digital marketing and its implementation. Their responses are collated in the following pages.

Survey conducted by:

Partners:

The results of this survey are based on a sample size and are not to be taken as an indication of definitive figures or an accurate portrayal of the market situation. It only serves as a general outlook of the market

situation as of February 2010. The respondents have chosen to remain anonymous or provide their details wherever possible.

1. How has the economic instability of 2009 altered your marketing strategy for the coming year?

It hasn’t 18%

Going completely digital27%

Sticking to traditional marketing

0%

Considering adding digital marketing to

our mix55%

2. Where would you place your company in terms of employing a marketing

strategy that is fully integrated (online and offline)?

Intermediate46%

Advanced31%

Beginner23%

The results of this survey are based on a sample size and are not to be taken as an indication of definitive figures or an accurate portrayal of the market situation. It only serves as a general outlook of the market

situation as of February 2010. The respondents have chosen to remain anonymous or provide their details wherever possible.

The results of this survey are based on a sample size and are not to be taken as an indication of definitive figures or an accurate portrayal of the market situation. It only serves as a general outlook of the market

situation as of February 2010. The respondents have chosen to remain anonymous or provide their details wherever possible.

3. Do you feel your existing marketing tools are doing the job? If not, where is it lacking and do you feel you know enough to research for others? Key responses included: • “No. I do feel this is the time for new innovative ideas. I do not

know enough” • “Yes” • “I need to use more connections (to get more information)” • “We are lacking in online advertising - especially when targeting

regional clients” • “Yes, the existing strategy is good enough as spend is limited due to lack of

business” • “Yes, they are doing the job they are designed for” • “Yes and No! Some channels are still performing but we need to focus more

on the additional cost and reach of digital channels. We need to know more about ROI and how to add new 2.0 marketing channels to our integrated plans”

4. Please list the top questions you need answered in order to do your job and support your marketing team more effectively • How can one convince traditional marketers/ managers to spend more

money online? • How do we get that 90% of silent user to interact in our communities?

Can digital advertising be measured more effectively? • How do we create remarkable, relevant "content" for marketing purposes?

(What sticks or resonates with the users) How can one keep the social media marketing up to date without having to hire a specific team or person to do this?

• Can we have more localized researches and studies? • Is there qualified data on UAE demographics?

Why has such minimal research been done on Middle East Online surfing habits How widespread is social media adoption in Middle East?

• What’s the best way to leverage social media?

5. Is marketing in Arabic in this region a dilemma for you?

Yes, and it is a serious concern

51%

No, and it is not a priority

8%

No, but we need more

insight into this market to

makea decision

23%

Yes, but not a priority

18%

6. Is social media marketing an initiative your company actively supports?

No8%

Not Sure8%

Yes84%

The results of this survey are based on a sample size and are not to be taken as an indication of definitive figures or an accurate portrayal of the market situation. It only serves as a general outlook of the market

situation as of February 2010. The respondents have chosen to remain anonymous or provide their details wherever possible.

7. Which market has the most potential for digital marketing in 2010-2011?

Saudi Arabia73%

U.A.E18%

Qatar9%

8. Would you be interested in participating in Click 4.0 – The Digital Marketing event for the Middle East? • Yes – 100%

The results of this survey are based on a sample size and are not to be taken as an indication of definitive figures or an accurate portrayal of the market situation. It only serves as a general outlook of the market

situation as of February 2010. The respondents have chosen to remain anonymous or provide their details wherever possible.