Following digital advertising tools development, it is now possible to predict the public's reaction and conduct through consumer behaviour studies. These are based on their choices, impressions and evaluation of service levels through social networks. Yehia Tharwat, Director of Link Egypt which specialises in e-commerce, believes that digital advertising in Egypt changes on an annual basis, even worldwide. Over the few past years, the marketing budget for digital advertising shares is growing due to its various advantages: low prices, ability to target the client under some specific characteristics and the quick reach for the client. According to Tharwat, it has clear and main characteristics for the targeted client.
He added that some advertisements are directed to specific categories, most prominently age and gender. The fact that advertisements have clear targets makes them more effective.
Tharwat believes that digital advertising leads to interactivity in the overall advertising sector. He added that when someone watches television advertisements, he only receives certain information, while through digital advertisements he is able to interact and express his opinion concerning the product or the service offered. This then enables the advertising company to analyse the responses to the advertisement and the number of views, to conduct accurate statistics, which is an advantage advertising has over television or radio.
According to Tharwat, the share that digital advertising owns in Egypt is lower when compared to other countries, highlighting that Egyptian companies are moving forward, but there are some issues that delay their steps. The most important issues are the lack of professionalism when it comes to planning and advertising and only seeking financial incentives.
Tharwat expressed his hope that digital advertising shares will grow in Egypt, especially through the current economic situation. He emphasised the role of big companies to reduce the budget that finances print and radio advertisements and focus on a budget financing digital advertisements. It is obvious that the spread of technology affected the culture of the Egyptian society, especially young people. It has become easy for these companies to target these classes through different social networks.
Sherif Qershi, Executive Director of QHAT which specialises in e-marketing, said some international companies do not totally depend on digital marketing companies. Instead, they launch advertising campaigns on social networks, which created new work positions in many digital marketing and social network companies, affecting their marketing budgets.
According to Qershi, marketing shares in Egypt for digital advertising is considered acceptable if we compare it to other countries. He highlighted that the internet is starting to become important in Egypt, especially since the internet era is still young in the country compared to the US and Europe. Qershi also clarified that digital marketing in Egypt is following the right steps, especially that means of social networks in Egypt have great impact on the Egyptian society and on the huge presence of online users.
