What Works Where UAE 2017
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This document is a report on the state of B2B digital marketing in the UAE in 2017. It discusses the results of interviews and research with marketing professionals in the UAE. The report finds that while the population is highly digitally engaged, businesses have more room for growth in their use of digital marketing. Specifically, businesses lack training and skills for digital marketing. They also have low budgets and focus areas compared to other markets. The report provides recommendations on how UAE businesses can improve their digital marketing, including establishing goals, improving skills, empowering employees as brand ambassadors, and focusing on customer experiences across channels.
![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](https://image.slidesharecdn.com/www2017slideshare-170316120853/85/What-Works-Where-UAE-2017-19-320.jpg)
What Works Where UAE 2017
- 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