In 2016, the term “digital marketing” borders on redundancy. Digital accounts for an ever-growing share of marketers’ activities, channels, and budgets. This year marks a tipping point, with marketers spending more than two-thirds (70%) of their total budget on digital marketing channels.
Digital advertising, video games, and broadband will continue to be the fastest-growing segments over the next five years, with projected compound annual increases of 12.7 percent, 8.1 percent, and 7.8 percent, respectively, to 2019.
The Middle East's highly mobile internet population is overwhelmingly likely to conduct social and communication activity online. Nearly eight in 10 internet users surveyed used social media or mobile messaging at least daily, a figure that rose to 96% in Lebanon.
There’s no doubt that the internet population in the Middle East and North Africa is a mobile-first one. According to 2015 data from Northwestern University in Qatar, Harris Interactive and the Pan Arab Research Center (PARC), 93% of internet users across Lebanon, Qatar, United Arab Emirates, Saudi Arabia, Tunisia and Egypt went online via mobile phone. Just 73% did so via a desktop or laptop computer.
The Middle East and Africa is one of the world's most vibrant and fast-growing mobile markets—and one of the largest. eMarketer estimates that just over 606 million people in the Middle East and Africa will have at least one mobile phone this year, and the total will pass 789 million in 2019.
Research by Zeentee.com shows that 60% of marketers in the region plan to increase content marketing budgets over the next year, in 2016. Zeentree.com has released findings from its first survey on the importance of content marketing in the Middle East. The survey shows the region’s marketers are rapidly turning towards Content Marketing as a key focus of their digital marketing efforts. The report finds that 69% of marketers interviewed view content marketing as ‘very important’ to their marketing efforts, with 60% expecting to increase their content marketing budgets this year – and 31% reporting it would grow to be up to half of their entire digital budget.