The current state of B2B digital in the UAE

1. 2017
EDITION
TOMORROW THE WORLD
B2B Digital communications now and next
INTEGRATION
The golden opportunity for marketers
THE AGILITY CHALLENGE
How to prosper in the digital age
THE DIGITAL ROADMAP
Your guide to B2B marketing excellence
W H AT W O R K S W H E R E 2 0 17
THE STATE OF B2B DIGITAL IN THE UAE

2. The dramatic shift in technologies, audience
behaviour and expectation is transforming
the communications universe.
#WWWUAE2017

3. We’ve combined digital knowledge with research
and analysis to create a roadmap to help UAE
businesses succeed in the complex digital space.
#WWWUAE2017

4. What questions did
we seek to answer?
1 2 3
How is business engaging
and winning customers
through digital?
How should marketers
work with internal and
external resource to drive
competitive advantage?
How can UAE businesses
use digital to prepare for
the marketing requirements
of tomorrow?
#WWWUAE2017

5. Who did we speak with?
This report combines online, face-to-face and in-depth
interviews, with CMOs, marketing directors and the digital
marketing heads of leading companies within the UAE.
#WWWUAE2017

6. Responsibility:
Spanning 12 industries including Banking & Finance, Professional Service,
Leisure, Transport, Consumer, Electronics, Telecom and Automotive
84% 81%
B2B Marketing Budget B2B Digital Strategy
‘directly responsible’84% ‘directly responsible’81%‘significant influence’9% ‘significant influence’13%
#WWWUAE2017

7. “UAE is rich in ambition and potential.
This has kept the country alert and ready
to reshape itself for the digital age.”
Hadley Newman, Managing Director, Omobono Dubai
of respondents consider digital important to achieving their
marketing goals. 16% believe it is critical. Clearly digital is
believed to be an essential business tool in the UAE.84%
Digital is believed to be an essential business tool in the UAE.
What did we learn?
#WWWUAE2017

8. There is disparity between personal
use of digital and its use in business
The UAE has one of the most mobile-friendly, digitally aware populations on earth.
BUT this isn’t translating into the activities of the majority of businesses.
#WWWUAE2017

9. The era of opportunity
UAE businesses need to act now to stay competitive in the digital space.
“Integrating digital communications within marketing
programmes, pays dividends – it is a key opportunity
for marketers in the UAE.”
Ben Dansie, CEO & Founder, Omobono
Clearly, businesses in the UAE are in...
#WWWUAE2017

10. 60% Develop
brand position
51% Launching new
products and services
56% Gaining a deeper
understanding of the market
48% Developing
customer relationships
We asked respondents:
What are the three highest B2B marketing priorities
for your business over the next 12 months?
What is the current focus?
#WWWUAE2017

11. 15%
20%
7%
13%
7%
9%
5%
9%
5%
2%
Pay per click
search marketing
SMS marketingEmail marketingWebsite
development
Social media
Search engine
optimisation
Mobile optimisationAppsOnline videoDisplay advertising
We asked respondents:
In the next 12 months, how do
you expect to allocate your B2B
digital marketing budget?
Greater opportunity for digital growth in comparison to other markets
High priority areas for other
markets - such as video, apps,
SEO and mobile optimisation
- hardly register with
businesses in UAE.
#WWWUAE2017

12. The audience for digital in the UAE is growing at a formidable
pace…we have to improve on audience targeting.”
Anas Ebrahem, Marketing Manager, Elekta Gulf
Businesses want high value
for their digital investment
Want simpler, more
accessible analytics59%
53% Want a better understanding
of which numbers to focus on
#WWWUAE2017

13. 63% Launching new
products or services 63% Promoting existing
products or services59% Converting leads
into customers
The commitment to digital progression is obvious but the research reveals that
businesses lack the training to realise their ambitions with confidence.
We asked: Are there any tasks within your organisation that you think should have more of a digital component?
Businesses lack the training
to realise their ambitions
#WWWUAE2017

14. Masters of digital
“If you want to succeed at digital and keep
succeeding, you need to be fast and agile.
Digital continually reinvents the rules
of competition. No one is immune.
The only constant is change.”
Marcus Lambert, CTO, Omobono
Compete or fall behind
#WWWUAE2017

15. UKvs. 55UAE25.8
of respondents have no set
budget for B2B marketing.31%
Businesses in the UAE
have room to grow
The percentage to be invested in digital, over the next
12 months is low compared to other markets, such as the UK.
#WWWUAE2017

16. 40%Facebook
43%LinkedIn
LinkedIn is the most effective B2B
channel for 43% of marketers
Facebook allows 40% of marketers
to reach widest audience
YouTube is increasingly being used
for B2B marketing, particularly to
drive engagement with new
products and services.
Social media offers huge
potential for UAE businesses
#WWWUAE2017

17. 97%LinkedIn
53%Instagram
88%Facebook
69%Twitter
56%Youtube
B2B marketers preferred
social channels for marketing
#WWWUAE2017

18. An integrated and consistent approach
to social channels will be of increasing value
75%
59%
53%
53%
47%
38%
25%
Better customer experience
More effective
communication
Cost saving /
maximising value
Easier to measure ROI
Consistent messaging
Operational efficiency
Stronger brand
#WWWUAE2017

19. Businesses must develop and strengthen the skills and capabilities
of their own internal teams to address these critical challenges.
And integrate this approach across the business.
“A lot of niche skills [are] required in Digital
Marketing and we can’t hire a new person
for each skill, so we outsource the jobs.”
Marketing Director, Dubai
The road map
to digital success
#WWWUAE2017

20. Know your goals
Establish clear business actions and align them
to the metrics you need to monitor progress.
#WWWUAE2017

21. Grow together
Encourage company-wide collaboration – and lead by
example. Integrated communications are shown to be
more influential and more profitable.
#WWWUAE2017

22. Improve your skills
Focus on implementing training to help achieve your objectives
(Not just on hiring talent, or acquiring the latest technology)
#WWWUAE2017

23. Build ambassadors
Empower your workforce to promote the brand.
#WWWUAE2017

24. Be more social
Learn to deploy social channels more effectively
– and always think and use the local language first.
#WWWUAE2017

25. Experiences count
People want seamless journeys that enhance their
lives and add value to their digital experience.
Successful brands connect the two.
#WWWUAE2017

26. “Of course, tomorrow
is always unpredictable.”
However, UAE based businesses can be sure of two things…
1. Audiences will decide which channels and devices work best
for them, and when and where to consume content on them.
2. Brand engagement, promotion and purchasing will continue
to be shaped by experiences that delight, excite and reward.
#WWWUAE2017

27. UAE businesses that recognise
this are well placed to trade
from a position of strength.
#WWWUAE2017

28. Let’s go to work
info@omobono.com
@omobono_digital
omobono.com
C A M B R I D G E L O N D O N C H I C A G O D U B A I
With seven years’ deep analysis of global digital marketing
patterns, and more than fifteen years’ operational
experience with global brands, Omobono is ideally placed
to assist enterprise in the UAE to tackle these challenges.
For further research data or to discuss how Omobono
can help you maximise the effectiveness of your digital
activities, please contact:
Hadley Newman
Hadley.newman@omobono.com
5th Floor, ONE JLT
First Al Khail Street
Jumeirah Lakes Towers
Dubai, United Arab Emirates