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Again, agencies should tap into the online world even if to a minimum extent and at least be aware of the advantages of advertising online, the means of measurement and how to plan an online campaign. This can be done through getting closer to portals and attending seminars and training conventions which are starting to take place in the Middle East. In the end, a media planner should think of how online can benefit a client whose needs are too specific to be placed on outdoor and magazines.
Marketing managers should also help and listen when it comes to online advertising proposals. It might be difficult to understand how online media works, but if you don't put the effort in, your competitor will. In the UK, online media has surpassed print media, so this is an indication of where the region will be heading in the near future. It is the client's call to be a leader or just another follower.
Marketers should attend online media seminars and get acquainted with terms such as Web 2.0, search marketing, contextual advertising and others. They should also think of how Facebook and Google can help reach their audience.
According to the latest count, there are more than 22 million Internet users in the Mena region- isn't this enough for a brand to consider online options?
Positive trends
Despite all of all the above, there are positive signs that online media is picking up. Some trends which are noticeable and which will definitely change the way brands perceive online are:
1) Google's approach to the Middle Eastern market through opening a regional office in Egypt.
2) International and local brands assigning their own digital marketing specialists.
3) Media agencies integrating an online media division within their agency.
4) The steady and growing trend in the online media budgets (above 50% annually, according to Madar Research)
5) The use of sophisticated ad serving and tracking software which in turn ensure a better experience for the marketers.
6) The increasing number of seminars, workshops and conferences focusing on the advantages of, and use of, digital media in the Middle East region.
In conclusion, while obstacles still persist in following a systematic approach in tackling our online media initiatives, brands are keeping an open eye to the advantages of online advertising. Portals, media agencies and clients all share the same responsibility of taking digital media into a real point of contact with the online audience.
By Mohammad Itani, Head of Media, Neo Digital
