Embracing the digital era The State of Digital Marketing in Lebanon Insights from the Experts Tel: +961 1 780200 Fax: +961 1 780206 P.O. Box 113-6194 Hamra,

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]

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?

61%

13%

22% 4%

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

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%

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

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%

How effective are online mediums for marketing different services and

products?

YouTube

Facebook

Banner ads

Hosted videos

Twitter

Google+

Other social media

LinkedIn

Webinars

Blogging

Hosted article

Pinterest

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%

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

Website, SEO & inbound linking

Email Marketing

Online Advertising

Social Media

Mobile Marketing/Apps

MalesFemales

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)

Facebook

Twitter

Google+

LinkedIn

Foursquare

Instagram

Flickr

YouTube

Pinterest

MaleFemale

Facebook

Twitter

Google+

LinkedIn

Foursquare

Instagram

Flickr

YouTube

Pinterest

18-25 yrs old26-35yrs old36-45 yrs old46-55 yrs old56+ yrs old

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

How many of your customers have a blog?

22.70%

59.10%

18.20%

NoneLess than 20%20 - 40%40 - 60%More than 60%

Do your customers dedicate a budget for Digital Campaigns?

73.90%

26.10%

YesNo

• 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