Enterprises boost digital marketing budgets

Econsultancy survey shows companies plan to increase budgets by up to 58%

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Enterprises boost digital marketing budgets Majed Al Suwaidi, director of Business Development at Dubai Internet City said that organisations are beginning to realise the relevance of marketing tools based on mobile, video and the internet.
By  Georgina Enzer Published  April 7, 2011

There will be an increase in investments in digital channels across the board in Middle East and North Africa, according to a survey by digital marketing and e-commerce advice and insight company, Econsultancy, with 53% of companies planning to increase their mobile marketing budgets and 51% planning increases for video communication.

"Digital platforms are increasingly being utilised by both small and large enterprises. Organisations are beginning to realise the relevance of tools based on mobile, video and the internet as they provide business value in the long run. Investments in such platforms help businesses and web analytics effectively understand and measure ROI," said Majed Al Suwaidi, director of Business Development at Dubai Internet City.

The findings of the study, called ‘State of Digital Marketing in the Middle East and North Africa', will be revealed during the Digital Cream Dubai digital marketing and e-commerce seminar, being held in Dubai on 12th April.

The Digital Cream Dubai initiative is being supported by Dubai Internet City and will be held at the Westin Hotel in Dubai. Digital Cream Dubai is also run in partnership with Global Event Management that has offices in Dubai, Abu Dhabi, and London.

Roundtable forums at the event will focus on the latest best practices on e-marketing procurement, business cases, investment, return on investments (ROI) and supplier selection. Attendees will have a choice of 14 independently moderated roundtables on a range of digital marketing disciplines including online advertising, social media, email, web analytics and search marketing.

Organisers are expecting 120 digital marketing and e-commerce specialists to attend the event.

According to the study, companies are spending 22% of their marketing budgets on digital marketing and 58% are increasing their digital marketing budgets in 2011, in comparison to 43% of companies in the region that are increasing their overall budgets for 2011.

Fifty-six percent of companies are currently increasing budgets for search engine optimisation and 49% for paid search.

The report also indicated that 28% of companies are planning to increase investment in business analytics and web analytics software so that organisations can effectively understand and measure their return on investments.

"We are very happy to contribute to the development of the digital community in the region by providing ways for people to share expertise and best practice. Digital Cream Dubai provides a unique format that allows attendees to discuss online channel investment, technologies, agency selection and local challenges that they all face in delivering best practice digital marketing and advertising," said Ashley Friedlein, CEO, Econsultancy.

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