embracing the digital era the state of digital marketing in lebanon insights from the experts tel:...
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Embracing the digital era
The State of Digital Marketing in LebanonInsights from the Experts
Tel: +961 1 780200 Fax: +961 1 780206 P.O. Box 113-6194
Hamra, Beirut 1103 2100 Lebanon
Email: [email protected]
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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
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Is the Lebanese Consumer ready for an entirely digital service?
61%
13%
22% 4%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
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What is your most effective marketing channel for any business type?
Printed M
aterials
Referrals
Networking
Trade shows
Websit
e
Social M
edia TVs
Cold Calls
Online Paid Ads
Print P
aid Ads0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
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Do you agree that companies can go completely digital without losing a segment
of their customers?
4%22%
9%52%
13%
Strongly Agree Agree Neutral Disagree Strongly Disagree
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What are the main obstacles preventing new strategies and budget
increases?
Tool implementation
High Cost
Lack of ROI certainty
Lack of marketing and IT alignment
Lack of skills
13%
13%
39%
39%
65%
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How effective are online mediums for marketing different services and
products?
YouTube
Banner ads
Hosted videos
Google+
Other social media
Webinars
Blogging
Hosted article
Regular company newsletter
Whitepapers
87.00%
86.90%
82.60%
73.90%
69.60%
69.60%
66.70%
65.20%
60.90%
60.80%
57.10%
56.50%
52.20%
34.70%
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What is the main reason you use each of the digital marketing features?
Websit
e, SEO &
inbound lin
king
Email Marketing
Online Adverti
sing
Social M
edia
Mobile M
arketing/Apps
Not usingOtherRecruitmentPromotion of products & servicesCustomer serviceCredibilityAwarenessProvide information
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Website, SEO & inbound linking
Email Marketing
Online Advertising
Social Media
Mobile Marketing/Apps
MalesFemales
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Websit
e, SEO &
inbound lin
king
Email M
arketing
Online Adve
rtisin
g
Socia
l Media
Mobile
Mark
eting/Apps
Business elite (45 year old+) Young adults (20-30years old)Young generation (under 15year old)
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Google+
Foursquare
Flickr
YouTube
MaleFemale
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Google+
Foursquare
Flickr
YouTube
18-25 yrs old26-35yrs old36-45 yrs old46-55 yrs old56+ yrs old
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Ranking of the impact of social media
Increased Exp
osure
Impro
ved sales
Reduced exp
enses
Enhanced m
arketplace in
sight
Increased Traffic
Increased busin
ess parti
cipation
Threatened company
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How many of your customers have a blog?
22.70%
59.10%
18.20%
NoneLess than 20%20 - 40%40 - 60%More than 60%
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Do your customers dedicate a budget for Digital Campaigns?
73.90%
26.10%
YesNo
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• 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
Conclusions
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