Sample the-state-of-digital-marketing-in-the-middle-east-and-north-africa

  • 1,521 views
Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,521
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
52
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice /Template Files/The State of Digital inthe Middle East andNorth AfricaSupported by ArabianBusiness.comSAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena
  • 2. The State ofDigital in theMiddle Eastand NorthAfricaPublished April 2011 Econsultancy London Econsultancy New York 4th Floor, The Corner 41 East 11th St., 11th Floor 91-93 Farringdon Road New York, NY 10003 London EC1M 3LN United StatesAll rights reserved. No part of this publication may be United Kingdomreproduced or transmitted in any form or by any means, Telephone:electronic or mechanical, including photocopy, recording Telephone: +1 212 699 3626or any information storage and retrieval system, without +44 (0)20 7269 1450prior permission in writing from the publisher. http://econsultancy.comCopyright © Econsultancy.com Ltd 2011 help@econsultancy.com
  • 3. Contents 1. Executive Summary and Highlights ................................ 1 2. Introduction by ArabianBusiness.com ............................ 4 3. About Econsultancy ......................................................... 5 4. About ArabianBusiness.com ........................................... 6 5. Methodology and sample................................................. 7 5.1. Methodology ................................................................................ 7 5.2. Respondent profiles .................................................................... 7 5.2.1. Respondents ................................................................................................... 7 5.2.2. Geographic location ....................................................................................... 8 5.2.3. Job roles ......................................................................................................... 8 5.2.4. B2B / B2C focus ............................................................................................. 9 5.2.5. Industry sector ............................................................................................. 10 5.2.6. Type of agency ............................................................................................... 11 6. Findings ......................................................................... 12 6.1. Marketing budgets ..................................................................... 12 6.1.1. Annual company revenue ............................................................................ 12 6.1.2. Annual marketing budget ............................................................................ 13 6.1.3. Proportion of marketing budget spent on digital ....................................... 14 6.1.4. Change in marketing budgets in 2011 ......................................................... 16 6.1.5. Increase in overall marketing budgets ........................................................ 18 6.1.6. Increase in digital marketing budgets ........................................................ 19 6.2. Use of marketing channels ........................................................ 20 6.2.1. Offline marketing channels ........................................................................ 20 6.2.2. Online marketing channels ......................................................................... 23 6.2.3. Changing budgets for digital marketing channels ..................................... 27 6.2.4. Investment in digital marketing technologies ............................................ 29 6.3. Barriers to digital marketing and e-commerce ........................ 32 6.3.1. Barriers to greater investment in digital marketing .................................. 32 6.3.2. Barriers to increasing digital revenue ......................................................... 35 6.3.3. Local issues holding back e-commerce .......................................................38 6.4. Measuring marketing effectiveness .......................................... 40 6.4.1. Proportion of overall revenue driven by digital channels ......................... 40 6.4.2. Metrics to measure marketing effectiveness .............................................. 41 6.4.3. Understanding of how to measure ROI ...................................................... 43 6.4.4. Understanding of digital by senior management ....................................... 45 6.4.5. Barriers to increasing digital marketing effectiveness ............................... 47 The State of Digital in the Middle East and North Africa - Supported by ArabianBusiness.com All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 4. 1. Executive Summary and Highlights The Econsultancy State of Digital in the Middle East and North Africa report is based on a survey of more than 500 company and agency marketers carried out in February and March 2011. The report looks at relative levels of spending this year, across a range of marketing channels, comparing online and offline budgets, while also looking at planned investment on different types of marketing technology. The research findings reflect a buoyant digital industry that is experiencing rapid growth. On average, companies are spending 22% of their marketing budget on digital, and more than half (58%) are increasing their digital budgets in 2011. This compares to 43% of organisations who are increasing their overall marketing budgets this year. While digital is showing rapid growth, companies are using both online and offline channels to drive marketing efforts. Email marketing is the channel most frequently employed by companies for digital marketing. This correlates with research from Effective Measure1 that shows that email is the most popular activity online for consumers in the Middle East. Email marketing is effective because it delivers tangible ROI via inherently measurable metrics. Social media is also a strong channel in the Middle East, with many companies using websites such as Twitter and Facebook for marketing. However, fewer companies are incorporating social media features (such as blogs, forums and ratings) into their own websites. While digital is exhibiting strong growth, companies are also using offline channels for marketing. Some agencies and companies feel that there is too much reliance on traditional marketing, which is holding back investment into digital. Although the digital industry is booming, there are still many barriers to growth. A combination of different factors is preventing companies from investing more money, rather than a single overriding barrier. Many of the problems relate to a lack of training, education and consultancy, which is good news for agencies and supply-side companies that are able to offer these types of services. There is clearly a gap in the market for industry expertise and specialist knowledge that could be used to better inform clients about the potential of online marketing. Many companies are not yet adequately measuring return on investment from digital marketing, according to the supply-side respondents surveyed. There is a wide disparity between client-side and agency respondents when it comes to evaluating companies‟ ability to measure ROI. The good news for marketers is that these barriers are not holding back digital marketing, as the industry continues to flourish. Further investment will break down the barriers to online marketing, as the market develops and matures.SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena 1 http://www.spotonpr.com/wp-content/uploads/2010/09/InternetHabitsEM29Sep10.pdf SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 1 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 5. Other relevant Econsultancy reports, training and eventsMiddle East and North Africa: Internet Statistics Compendiumhttp://econsultancy.com/reports/middle-east-and-north-africa-internet-statistics-compendiumDigital Cream Dubaihttp://econsultancy.com/events/digital-cream-dubaiTraining courses in Dubaihttp://econsultancy.com/training/in/dubaiFast Track Digital Marketing - Dubai Traininghttp://econsultancy.com/training/courses/fast-track-digital-marketing-dubai/Social Media Marketing - Dubai Traininghttp://econsultancy.com/training/courses/social-media-marketing-dubai/Online Media Planning and Buying – Dubai Traininghttp://econsultancy.com/training/courses/online-media-planning-and-buying-dubaiSearch Marketing - Organic/Natural (SEO) - Dubai Traininghttp://econsultancy.com/training/courses/search-marketing-organic-natural-seo-dubaiFast Track Digital Marketing - Abu Dhabi Traininghttp://econsultancy.com/uk/training/courses/fast-track-digital-marketing-abu-dhabiSAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 2 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 6. 2. Introduction by ArabianBusiness.com As a company website at the forefront of the digital revolution in this region, we are uniquely placed to see both the incredible growth in one area, and the weaknesses and lack of knowledge in other areas. This is why ArabianBusiness.com has always supported, endorsed and executed initiatives aiming to educate the marketers and decision makers about the power of digital advertising and the best practices to empower the brands and deliver results to the advertiser. It is for this reason that we have joined up with Econsultancy, who we consider as a key partner in this initiative, not only because of their global expertise but also for their immense contribution towards the delivery of powerful content on online advertising. Indeed, the audience response to this survey was much higher than average which shows the hunger for more information on digital advertising. The report‟s findings are aligned with ITP Digital‟s vision of online marketing in the region. We have experienced exponential growth in both reach and revenue – the website now reaches two million unique visitors per month and delivers more than six million page impressions. As a result of this huge traffic, we have also witnessed a huge growth in advertising revenues of around 30% in 2010. We expect a growth of at least another 30% in 2011, despite the challenging market conditions. Today, we are also seeing an increase in the level of digital sophistication and the level of education with every company brief we receive, with every campaign we run, and with every creative execution we‟re delivering to clients. As a company at the centre of this huge change, we are striving to now lead the way – hence the reason why we have launched more than 15 websites over the past two years, and have invested heavily in our mobile platforms as well as iPhone and iPad applications. We strongly endorse and support the findings in this report, and look forward to working across a number of future initiatives with Econsultancy.SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 3 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 7. 3. About Econsultancy Econsultancy is a community where the worlds digital marketing and e-commerce professionals meet to sharpen their strategy, source suppliers, get quick answers, compare notes, help each other out and discover how to do everything better online. It was launched in 1999 and since then has grown to a dominant position in the digital marketing industry with more than 100,000 members worldwide. Its website and blog attracts more than 300,000 unique users per month and its range of training courses and conferences are attended by more than 5,000 marketers every year. Econsultancy also provides a range of resources specifically for the Middle East including regionalised reports, such as the Middle East Internet Statistics Compendium, local events, online resources and training programmes. Econsultancy‟s 100,000 members make better decisions, build business cases, find the best suppliers, look smart in meetings and accelerate their careers. Find out more at http://econsultancy.com/hello/mena. For more information, visit http://econsultancy.com or follow @econsultancy on Twitter.SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 4 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 8. 4. About ArabianBusiness.com ArabianBusiness.com is the Middle East‟s leading resource for informed news, opinion and analysis, delivering breaking stories around the clock in both English and Arabic. Staffed by a team of more than 80 journalists in sectors as diverse as real estate, leisure and politics and economics, ArabianBusiness.com offers fresh, compelling content to the region‟s key decision makers. We offer:  Exclusive coverage of the key sectors affecting the Middle East today, from banking and finance, politics and economics, real estate, construction, media, travel and hospitality, lifestyle and more.  A team of more than 80 journalists providing trusted analysis, news and opinion, reaching the trend setters, opinion leaders and decision makers transforming the region‟s business landscape.  One of the largest online communities in the Gulf, with an average of 1.5 million unique users each month. Marketing campaigns delivered on ArabianBusiness.com reach educated, high net worth individuals with the disposable income to maintain their lifestyle, ideal for both business-to-business and business-to-consumer programmes.SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 5 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 9. 5. Methodology and sample5.1. Methodology The Econsultancy State of Digital in MENA Report is based on a survey of more than 500 client-side and agency respondents. Information about the online survey was emailed to Econsultancy’s user base of internet professional and marketers, and promoted online via Twitter and other channels during February and March 2011. The incentive for taking part in the survey was access to a complimentary copy of this report just before its publication on the Econsultancy website. The survey is run in partnership with ArabianBusiness.com, and supported by other media partners, including mediaME and AMEinfo. Econsultancy and ArabianBusiness.com would like to thank those who took the time to complete the questionnaire, as well as mediaME and AMEinfo for their support. If you have any questions about the research and methodology, please email Econsultancys Research Manager, Aliya Zaidi (aliya.zaidi@econsultancy.com).5.2. Respondent profiles A total of 510 respondents took part in the survey, including 173 “client-side professionals or marketers” and 219 “supply-side” respondents (including agency marketers and those working for technology vendors or other service providers). Client-side respondents also include respondents who work for publishers and in government. For the purposes of this report, we have carried out separate analysis for both these groups and the distinction is abbreviated to “companies” (including publishers, not-for-profit organisations and respondents working in government) and “agencies” (including vendors).5.2.1. Respondents Figure 1: Which of the following most accurately describes your job role? Note: client-side marketers also include publishers and those working for government. Respondents: 510 SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 6 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 10. 5.2.2. Geographic location The majority of respondents (over half – 54%) are based in the United Arab Emirates. Some 10% are based in Saudi Arabia, while 7% are from Egypt. The next most prominently featured countries are Lebanon (6%), Jordan (5%), Kuwait (3%), Bahrain (3%) and Qatar (3%). Figure 2: In which country are you (personally) located for work? Respondents: 5155.2.3. Job roles The chart below shows that the survey has a very senior audience, as just over a quarter (26%) of respondents are business owners, C-level executives or heads of marketing. Some 16% are heads of digital or e-commerce (13%), or of a single digital channel (3%). Just over a quarter of the respondents (27%) are marketing managers, while 14% are business analysts or strategists. Companies Figure 3: Which best describes your job role? Respondents: 206 SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 7 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 11. 5.2.4. B2B / B2C focus The chart below shows to what extent businesses are focused on B2B, B2C, or both. Some 30% of respondents are exclusively focused on B2B, while 42% are B2C-focused. Just over a quarter (27%) are focused on both B2B and B2C. In terms of the agencies, only a minority exclusively work with B2B clients (10%). Some 40% work with B2C clients while half (50%) say their clients are both B2B and B2C focused. Companies Figure 4: Is your business focused more on B2B or B2C? Respondents: 187 Agencies Figure 5: Typically, are your clients focused more on B2B or B2C? Respondents: 181 SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 8 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 12. 5.2.5. Industry sector As seen in Figure 6, almost a fifth of respondents (19%) work in the publishing sector, while 10% work in government or in the public sector. Some 9% of respondents work in telecommunications, while 8% work in media. An additional 8% work in travel or entertainment, while 6% of respondents work in retail. „Other‟ in this context includes IT, construction, consumer electronics and real estate. Companies Figure 6: In which industry or sector does your organisation operate in? Respondents: 147SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 9 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 13. 5.2.6. Type of agency The chart below profiles the type of agencies surveyed, and indicates that over a quarter (28%) of supply-side respondents work for a full service digital agency. Just under a quarter (23%) work for an advertising agency. Some 15% of respondents work for a media agency. Respondents who said „other‟ includes other communications agencies, market research consultants and management consultancies. Agencies Figure 7: What type 0f company do you work for? Respondents: 176SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 10 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 14. 6. Findings6.1. Marketing budgets6.1.1. Annual company revenue The chart below shows the annual revenue of company respondents. At the upper end of the scale, three-quarters of respondents (76%) work for companies with revenues of over $1 million. Some 14% of respondents work for companies with annual revenue of more than $1 billion. Just under a quarter of respondents (24%) work for organisations with revenue of under $1 million. Companies Figure 8: What is your annual company revenue? Respondents: 184SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 11 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 15. 6.1.2. Increase in overall marketing budgets Companies that are increasing budgets were asked by how much they expect their overall marketing budgets to increase. On average, companies expect to increase their overall budgets by 23%. This compares to an average of 30% in the UK, according to the Econsultancy / SAS Marketing Budgets Report 2011. The vast majority (91%) expect their budgets to increase by up to 40%, with almost a third (29%) saying they expect budgets to go up by up to 10%. Over half of companies (52%) said they expect an increase in the region of 11% to 30%. At the other end of the scale, 6% say they expect a 91% to 100% increase in overall marketing budgets in 2011.Voice of the expert – SAMPLE QUOTE SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena Professor, King Fahd University of Petroleum and MineralsVoice of the agency – SAMPLE QUOTE SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena Account Director, Socialize SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 12 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 16. 6.2. Use of marketing channels6.2.1. Offline marketing channels Looking at offline channels used for marketing, printed media comes out on top, with over two- thirds of companies (69%) using newspapers and magazines for marketing. Live events are also popular in the Middle East, as substantiated by the 62% of survey respondents who say they use conferences or other events for marketing. Companies Figure 9: Which offline or „traditional‟ marketing methods or channels do you use for marketing? Respondents: 196Voice of the client SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena Digital Marketing Manager, Jumeirah SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 13 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 17. Table 1 shows the breakdown of response by companies who are focused on B2B, B2C, or both. Newspapers and magazines and live events and conferences are the most frequently used channel by B2B and B2C companies, as well as organisations that are focused on both. Table 1 - Offline channels by B2B vs. B2C focus Which offline or ‘traditional’ marketing methods or channels do you use for marketing? B2B B2C Both equally Newspapers / magazines X% X% X% Live events / conferences SAMPLE SAMPLE SAMPLE Direct mail - - - Outdoor advertising - - - Radio - - - Television - - - Telemarketing - - - Fax distribution - - -Voice of the agency – SAMPLE QUOTE SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena Account Manager and Research Officer, Socialize1.1.1. Online marketing channels The chart below shows that a range of online channels are used for marketing, with email being the most frequently used, according to 80% of responding companies. Email marketing performs well as there are many metrics available to measure success, and marketers are able to demonstrate tangible ROI from the channel.SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 14 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 18. 6.3. Barriers to digital marketing and e-commerce6.3.1. Barriers to greater investment in digital marketing Asked about the three biggest barriers to digital marketing, some 28% of respondents reported that company culture and reliance on traditional marketing were major obstacles. Companies Figure 10: What are the biggest barriers preventing your organisation from investing more money in digital marketing? Respondents: 179 Note: respondents could check up to three options.Voice of the client – SAMPLE QUOTE SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena Head of Digital, AMEInfo / Emap Middle East SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 15 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 19. 6.3.2. Barriers to increasing digital revenue In an open-ended question, companies and agencies were asked about the single biggest barrier to increasing digital revenue streams. The most important barriers to increasing digital revenue are:  Lack of knowledge about digitalLack of knowledge – SAMPLE QUOTE SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena Company respondents SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 16 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 20. 6.3.3. Local issues holding back e-commerce Companies and agencies were also asked about any specific local issues holding back e-commerce in the region. Language barriers were frequently cited, particularly with regards to a lack of good Arabic language solutions. In UAE in particular, there is a broad mixture of cultures, which means a wide variety of different languages and dialects are spoken in the region.Language barriers“A complete lack of good Arabic-language solutions. What is in place now are Arabic speaking ad execs andmarketers who think simply translating is enough.” SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena Company and agency respondents SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 17 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 21. 6.4. Measuring marketing effectiveness6.4.1. Proportion of overall revenue driven by digital channels6.4.2. Metrics to measure marketing effectiveness The chart below shows how companies in the Middle East measure marketing effectiveness. Most companies use hard, tangible metrics such as sales and ROI to measure effectiveness. Slightly fewer employ softer brand metrics, such as reputation, advocacy, and brand recognition. Companies Figure 11: Which metrics do you use to measure marketing effectiveness? Respondents: 176SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/the-state-of-digital-in-mena SAMPLE ONLY - The State of Digital in the Middle East and North Africa – Supported by ArabianBusiness.com Page 18 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011