Transcript DGTL#U Survey

The State of Digital Marketing in Lebanon
Insights from the Experts
Embracing the digital era
Tel: +961 1 780200
Fax: +961 1 780206
P.O. Box 113-6194
Hamra, Beirut 1103 2100
Lebanon
Email: [email protected]
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?
22%
4%
0%
Strongly Agree
Agree
13%
Neutral
61%
Disagree
Strongly Disagree
What is your most effective marketing
channel for any business type?
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Do you agree that companies can go
completely digital without losing a
segment of their customers?
13%
4%
22%
9%
52%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
What are the main obstacles
preventing new strategies and budget
increases?
Lack of skills
65.20%
Lack of marketing and IT alignment
39.10%
Lack of ROI certainty
39.10%
High Cost
13%
Tool implementation
13%
How effective are online mediums for
marketing different services and
products?
Whitepapers
Regular company newsletter
34.70%
52.20%
Pinterest
56.50%
Hosted article
57.10%
Blogging
60.80%
Webinars
60.90%
LinkedIn
Other social media
65.20%
66.70%
Google+
69.60%
Twitter
69.60%
Hosted videos
Banner ads
73.90%
82.60%
Facebook
86.90%
YouTube
87.00%
What is the main reason you use each
of the digital marketing features?
Not using
Other
Recruitment
Promotion of products &
services
Customer service
Credibility
Awareness
Provide information
Mobile Marketing/Apps
Social Media
Online Advertising
Email Marketing
Website, SEO & inbound linking
Males
Females
Website, SEO & Email Marketing
inbound linking
Online
Advertising
Business elite (45 year old+)
Young generation (under 15year old)
Social Media
Mobile
Marketing/Apps
Young adults (20-30years old)
Male
Female
18-25 yrs old
26-35yrs old
36-45 yrs old
46-55 yrs old
56+ yrs old
Ranking of the impact of social
media
Increased
Exposure
Improved sales
Reduced
expenses
Enhanced
marketplace
insight
Increased
Traffic
Increased
business
participation
Threatened
company
How many of your customers have
a blog?
0%
18.20%
0%
22.70%
None
Less than 20%
20 - 40%
59.10%
40 - 60%
More than 60%
Do your customers dedicate a
budget for Digital Campaigns?
26.10%
Yes
73.90%
No
Conclusions
• 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