Small and medium-sized enterprises (SMEs) play a key role in supporting the economy in the Middle East, boosting GDP and driving employment growth. In the UAE for example, SMEs contribute around 59 per cent to the national GDP, whereas SMEs in Saudi Arabia contribute to over 23 per cent of the GDP. To bolster the impact of SMEs on the Middle Eastern economy, it is crucial for these businesses to implement effective digital marketing strategies.
Below are actionable digital marketing strategies tailored to help SMEs in the Middle East and North Africa (MENA) thrive in 2025, particularly in today’s competitive landscape.
Establishing a strong brand identity is essential for standing out in a crowded marketplace. According to a recent report by Lucidpress, having consistent brand presentation across all platforms can increase revenues by up to 23 per cent and this principle holds true in MENA too. Sharing authentic stories about a business’ journey or showcasing customer testimonials can humanise the brand and foster trust.
Having a mobile-friendly brand
The MENA region boasts one of the highest mobile internet penetration rates globally. In 2023, there were approximately 327 million mobile internet users, with projections reaching around 425 million by 2030. To capitalise on this trend, SMEs must ensure their websites and applications are mobile-responsive, offering seamless navigation and swift load times. With mobile devices becoming primary tools for online transactions, integrating mobile payment solutions can enhance customer convenience and boost sales.
A prime example is Neo Pay Iraq, which partnered with Infobip to enhance its digital payment infrastructure. By leveraging Infobip’s solutions, Neo Pay optimised mobile payment processes, ensuring a seamless experience for customers and merchants. This case underscores the importance of digital payment readiness for SMEs in the region.
The power of WhatsApp
Moreover, integrating WhatsApp into business communications ensures direct and instant connections with customers, improving accessibility and convenience. Given that WhatsApp is one of the most widely used messaging apps in the Middle East region, businesses leveraging its capabilities for customer service, order tracking, and marketing are at a distinct advantage.
Customers now interact with brands across multiple channels—email, social media, SMS, and messaging apps like WhatsApp. An omnichannel strategy ensures a seamless experience across all these platforms. In fact, omnichannel strategies are driving growth across MENA’s e-commerce sector, which reached $50 billion in 2024, with further expansion expected.
Consistent messaging and branding reassure customers that they are engaging with the same company, whether they are on Instagram or receiving a promotional SMS. By unifying communication channels, SMEs can collect valuable data on customer behaviours and preferences, enabling personalised campaigns and timely follow-ups.
Scaling services with chatbots
SMEs in the Middle East and North Africa (MENA) region are increasingly adopting AI to enhance customer service and operational efficiency. The AI market in MENA is projected to grow by $26.6 billion between 2024 and 2030, indicating a significant shift towards digital transformation among SMEs.
Unlike larger corporations, SMEs frequently benefit from more agile decision-making processes and less hierarchical structures, which enable them to implement AI solutions more swiftly. This agility allows SMEs to adapt to market changes and technological advancements with greater speed and efficiency.
AI-driven chatbots offer an affordable way to provide 24/7 customer support while reducing operational costs by up to 30 per cent globally. Chatbots can handle routine enquiries efficiently, such as order tracking or FAQs, freeing up time for your team to focus on more complex tasks. Additionally, AI can analyse customer behaviour and preferences, delivering personalised recommendations and services that enhance the customer experience.
Connecting with the local market
Localisation is also a powerful tool for winning customer trust and loyalty. In a culturally diverse region like MENA, tailoring campaigns to local languages, traditions, and preferences can greatly enhance brand resonance. Simple steps such as translating marketing materials into Arabic or referencing local holidays (e.g., Ramadan or National Day) can boost engagement.
Customer reviews are invaluable for building trust and credibility. 88 per cent globally of consumers trust online reviews as much as personal recommendations and 90 per cent of consumers read online reviews before visiting a business, a trend which is also reflected in MENA markets. Accordingly, businesses of all types and sizes, including SMEs, should encourage satisfied customers to leave reviews on platforms like Google or social media by offering incentives such as discounts or loyalty points.
How SMEs can leverage digital transformation in 2025
As we progress through 2025, the digital landscape for SMEs in the Middle East and North Africa (MENA) region is undergoing significant transformation. The digital economy is projected to reach $200 billion this year, accounting for over 10 per cent of private consumption. This growth is largely driven by the rapid adoption of artificial intelligence (AI) and cloud services, with IT investments in the region expected to total $230.7 billion.
SMEs are at the forefront of this digital revolution, leveraging AI to enhance operational efficiency and customer engagement. Notably, 72 per cent of SMEs in Saudi Arabia have identified AI adoption as a key priority.
To capitalise on these opportunities, SMEs are encouraged to invest in AI-driven personalisation, data analytics, and mobile-first solutions. By embracing these technologies, they can enhance customer experiences, streamline operations, and position themselves competitively in the dynamic MENA market.
By May Samaha, Mid-Market Squad Lead, Infobip MENA
