A recent study, entitled ‘What Works Where’ by Omobono and Radius Global
Market research, showed that UAE companies are planning to increase their annual
B2B digital investment in the MENA region by 25%.
Hadley Newman, managing director of Omobono Middle East said,
“Statistics show that 66% of companies in the UAE are planning to raise their
digital marketing budgets in the coming 12 months due to the rising awareness
on the importance of digital investments.
“We focus on B2B solutions in our business and our expansion in the MENA
region two years ago came as a result of a growing demand on digital
transformation in government and non-government sectors,” he explained.
“Omobono also focused on the UAE because of its digital initiatives
which are an integral part of its visionary development plans. Digital
transformation faces many challenges that could turn out to be opportunities –
if dealt with properly,” he added.
The ‘What Works Where’ report also found that 20% of digital marketing
budgets will be spent by companies on social media, especially LinkedIn,
Facebook,Twitter and Youtube.
Around 97% of research participants
said they would dedicate their digital marketing budgets to employment-related
social media platforms vis-a-vis 88% to Facebook, 69% to Twitter and 56% to
“LinkedIn is the direct channel for interactive companies and 43% of
marketers. Facebook on the other hand enables 40% of marketers to reach a
broader category of consumers,” he noted.
The study further revealed that the majority of markets are planning to
change their spending priorities this year but the overall percentage of
digital investments over the coming 12 months, will be less than other markets
like the UK which is foreseen to witness 55% growth during the same period.
“The study came out with a very interesting fact. Mobile optimisation is
not on the list of priorities for major companies though mobile penetration is
extremely high in this market,” said Newman.
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