The UAE has one of the highest smartphone penetration rates in the world, which in turn provides brands with an exciting opportunity to create audiences who have opinions, spark and engage in conversation and influence others within their own network - something that is being referred to as ‘now’ media or bottom-up conversation. Historically too many companies look at a social media checklist and as long as they can tick off a Facebook page, Twitter feed, LinkedIn profile and maybe Instagram, they think they have it covered.īut the way brands are now utilising their on-line presence to engage is changing, and today we are seeing consumers becoming more dependent on certain influencers present within their communities.
It means companies have to be more nimble with their engagement strategies.Īccording to Technorati’s 2013 Digital Influence Report, influencers are becoming more successful in shaping opinions and purchasing decisions of consumers than social networks alone.
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In fact, according to Search Engine Journal, 72 per cent of consumers surveyed said that they trusted online reviews as much as personal recommendations.Īccording to CrowdTap, 66.4 per cent of shoppers update their Facebook status to tell friends about the best offers and finds on the market.