A feature on Jordan's future with digital media. June 2011. Published by Communicate magazine - Levant.
Quote: Clients need to understand that their target groups are talking about them; whether they have online presence or not. It is not the new guerrilla in space that cannot be controlled, it is the rising need to let go of classic schools of marketing and prepare to enter this rewarding
ambiance by adopting rigid internal communications
and crisis management programs", Wael M. Barghouti. Head of Business Development, Insight Group
2. COVER STORY | JUNE 2011
Do Jordanians dream of
electric sheep?
How one country strives to stand out in the region's digital landscape by Samer Zouehid
T he online future in the region may not be a new
piece of software or a social network site, but a
country. Something interesting has been happening
digital generation into the crowning glory of its
workforce. And investment in youthâs digital po-
tential is starting to pay off. Not only are public
blogging website. And Jordan was also the first
market to introduce really localized online tar-
geting; Jordanians are close to the region, they
in Jordan, and as a new generation of user-friendly authorities heavily involved in supporting the digital understand it well.
Jordanians enter the work force, it might not be industry, but the private sector is also doing its One of the main reasons for this is the people.
too long before we see them leading the digital part and big regional companies are offering their Jordan is a big students country, a high percentage
market, like they used to 10 years ago. expertise to nurture Jordanian talent. of the population is made up of students, a lot of
Figures on Jordanâs Internet penetration tell However, while the blueprints are in place, there whom have a strong interest in IT, the Internet
a story heard all over the region. The Internet is evidence that companies are slow to embrace and digital technologies, and are tech-savvy. This
penetration rate is still quite low â at 27 percent the new power dynamic, and the foundations for a talent and this eagerness to grow have paved the
â but it has been growing steadily and rapidly, solid local digital market have yet to be laid. The way for other players in the region.â
standing at 17 percent at the end of 2007 and then industry is still waiting for planning permission
20.5 percent at the end of the first half of 2008, from clients to build the sector. Below, we look Nicolas Geahchan, executive creative director, JWT
according to the Jordanian Telecommunications at developments, trends, issues and changes that âJordan has all of the right ingredients to lead the
Regulatory Commission. Plans are to reach 50 will shape Jordanâs digital future. region: it has one of the best and most affordable
percent by the end of 2011, but things may move Internet services regionally, fair Internet penetra-
even faster as more people take to the streets and ON WHY JORDANâS DIGITAL INDUSTRY SHOULDNâT tion among the population, and the right talent and
are followed not only by the security apparatus, BE OVERLOOKED knowledge available in the market.â
but by an increasing number of people on Twit- Dana Adhami, director digital, Mindshare
ter. This growing movement of people using the âThe whole digital scene in the region started in Wisam Suheimat, managing director, Memac Advize
Internet is bound to induce a shift in Jordanian the early 2000s when the dot-coms began to boom, âThe entire range of sophistication is there, from
consumer behavior. and Jordan was the first country in the region to simple banners to viral campaigns, UGC and even
Jordanians' footprints are visible on a large start building its own infrastructure, with many CRM and loyalty programs using smart phones,
number of regional campaigns and online brands online ventures establishing their hub there. location-based promotions, online advergaming
that were developed in Jordan. The kingdom has In the past five years, Jordan was also the and the full range of using social networking as
quickly, and as early as 10 years ago, caught onto country from where some of the most innovative a platform to promote and engage with brands.
the fact that it has a new natural resource â its digital ventures came, in terms of content and We also have numerous companies developing
tech-savvy, vast digital natives community â so communication; Maktoob, which was the first to and launching smart phone apps for brands that
it is putting programs in place to turn this new offer e-mails in Arabic, or Jeeran, the first Arabic have been pioneering and are quite sophisticated.â
Communicate Levant I 17