Five reasons why some clients still fear online advertising

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While this article does not apply to all firms and their marketing departments and agencies, the below will list and discuss the various reasons behind the fear that brands face when deciding to integrate digital media in their marketing campaigns.

1) I never paid attention to or clicked on a banner

A common comment you often hear from a marketing guru. A handful of clients still approach online media the same way they approach other traditional media. Marketers still do not fully understand that online media can be measured from the instant the user sees the banner until the moment the user registers on the client's website. Online is the most accurate, transparent, and reliable type of media.

2) Lack of agency support/knowledge

Since planning and reporting for online media is different from traditional media, you are often faced with agencies that themselves fear bringing up online advertising as a part of their integrated media proposal. Jargon such as CPM, click, page view, CTR and CPC is common in the digital world. But the question remains, how many media agencies in the Middle East really know what all of those mean? Although it is hard to quantify, to some agencies, all of the above is mumbo jumbo. Agencies should get acquainted with such terms, because, sooner or later, a client will ask about it.

3) Lack of collaboration between portals and media agencies

Based on the above, a portal which depends on advertising as a revenue source would prefer to approach a client directly if it believes that the client's media agency does not have the appropriate resources and skills to recommend online as part of the media plan. This is very true and we encounter it on a daily basis. This will ultimately backfire on the media agency and, in turn, this creates a conflict between the client, the portal and the media agency.

4) The fear of going beyond the comfort zone

Typical and old school marketing managers would still prefer to see their advertising in a magazine rather than on a portal such as Yahoo or Google. A 50 year old marketing manager raised on traditional media would not risk spending his budget on something he does not understand or maybe has no time left to tackle.

Based on our experience as an online media agency, it is much easier to communicate with a 30 year old marketer rather than an older one. The truth behind it is that a young marketing manager is more ready to take risks and is much more flexible and technology savvy. People by nature fear uncertainties.

5) Follower rather than a leader

Although it is hard to confess it, some brands in the Middle East tend to be followers rather than leaders. Look at the IT Industry and you will see that big brands such as HP, Nokia, Sony Ericsson, Samsung, LG Electronics etc are investing a good sum of money online, but is this because they truly understand online or because someone else is there filling up the digital space? The same applies to other industries.

Looking at the solutions

So, now that we know what the forces behind the uncertainty of using online media are, it would be worthwhile discussing the solutions.

Online media is the most measurable type of media. This means that we know how many users a portal has, the user's age, gender, geographical location and even their occupation. We can know who clicked on a banner and what this user ended up doing. So a comment like 'I never clicked on a banner' is, in a way, invalid.

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