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Digital Growth Hacks a Mena Market Perspective

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Digital Growth Hacks a Mena Market Perspective DIGITAL GROWTH HACKS A MENA MARKET PERSPECTIVE By - Adveta Dwivedi, Head of Digital, Whoopey, DUBAI, UAE Smartphone penetration in middle east KSA – 63% 65% smartphone penetration in TOP 3 MARKETS QATAR– 70% 40% smartphone penetration Across the UAE– 74% region Source : eMarketer’s latest Global Media Intelligence Report • 40.2% of the total Middle East population accesses the web • 88% of this online population uses social networking daily • Facebook is the most popular social network with 94% of the Middle East’s social media users who are on Facebook • Linkedin counts over 5.8 million users from the Middle East. • There are 258 million daily views on Youtube. 90 million of them from KSA. • 6.5 million users from the Middle East are on Twitter: 3.7 million are active users • Arabs produce around 10 million tweets EVERY day. • UAE has the highest penetration“ rate for Facebook 44% • KSA has a penetration rate of 33% for Twitter. It is the highest penetration of Twitter in the whole world • Jordan has the highest penetration rate of social networks across Internet users: 88% • UAE has the highest Linkedin penetration with 1.6 million users: A number that has increased by 45% in only 1 year SOCIAL MEDIA QUICK FACT (لغة)Language العربية/English Beauty bloggers in particular have found a huge audience in Middle Eastern countries. According to the New Yorker, it’s L’Oreal’s fastest-growing new market. It will be interesting to watch if other popular influencer verticals, such as food, fitness, and travel, become as popular on these channels for the Middle East. Fashion Brands - Gucci, Cartier , D&G, Burberry works with the popular influencers like Zahra Lyla, TV presenter Raya Abirached and others. By working with such popular influencers, brands hope to increase reach by gaining access to the influencer’s followers, most of whom are their target demographic. AGE OF INFLUENCERS Instagram following of 19.6 million, she was named by Forbes magazine as one of the top three beauty influencers in the world. Sephora, for one, was surprised at how well her lip liners (called Lip Contours because Ms. Kattan uses them to make her lips look bigger, she said) sold. As a category, lip liners are often an afterthought because they were created to support lipsticks. Yet Ms. Kattan’s Lip Contour release was “one of the biggest launches in years,” said Artemis Patrick, the senior vice president for merchandising at the retailer. - NYTIMES Saudi Princess Deena Aljuhani Abdulaziz was Vogue Arabia's inaugural editor-in-chief, appointed in July 2016 Futaim Al Falasi leads a double life. During the week, she has a job on the front desk of a bank in her hometown of Dubai. But on Saturdays, the 22-year-old drives to Abu Dhabi to produce her own online Arabic radio programme, Taim Show, which about 40,000 people tune into from all over the Middle East 25-year-old Emirati vlogger Futaim AlFalasi, whose #AskTaim YouTube channel has had almost 80 million views and who has 2.3 million Instagram followers,. 22-year-old Dubai-based comedic social-media influencer Abdulaziz Al Jasmi’s (@bin_baz), who has amassed 2 million followers thanks to his humorous videos and pictures, which appeal with the Arab millennial crowd. POPULAR INFLUENCER DIRECTORY IN ME • INFLUENCE.AE - https://influence.co/category/middle- east • FRONT ROW - http://www.frontrow.ae/ CONSUMER REFERRAL Get your customers to benefit from referring your brand to their network. Turn them into your extended sales force. Twin benefits of earned media creation and incremental revenue generation. TYPES OF REFERRAL CAREEM - UBER of ME Careem is a Middle-East based company just focussing on prominent cities in countries such as UAE, Saudi Arabia, Bahrain, Kuwait, Egypt, Lebanon, Morocco, Pakistan & Qatar. “The Middle East Consumer Trends” reports that Careem is gaining traction over Uber because it is perceived as a “local” brand as regional consumers now prefer and support a home-grown brands. Local is the key in Middle East The report also shows “Uber conversation is only 4 percent more positive than negative, while Careem conversation is 25 percent more positive than negative” DIGITAL PR A highly underutilized channel. When done well it can create short-term benefits in terms of pushing the envelope on brand awareness, credibility, referral traffic through backlinks and long term domain authority improvement for the website. DIGITAL PR Digital PR is all about combining traditional PR with content marketing, social media and search: transforming static news into conversations and bypassing media to speak directly to your target audience online. News can be spread further, faster, and more directly to a specific target audience than ever before in history. It allows us to maximize news like never before. Instead of being satisfied with a single placement, your news can be shared exponentially. Not only that, but we can now use social media, blogs, reviews and content to not just share news, but CREATE DIALOGUE. Connect. Repurpose + Value = Content Marketing #GIVEMOMBACKHERNAME UN Women – ‘Give mom back her name’ A campaign encouraging Egyptian men to say their mother’s name has helped in the fight for gender equality in the country. Within less than 24 hours of launching the film on Facebook and YouTube, the campaign – created by Impact BBDO – was the second most shared film on Facebook worldwide, with more than 25,500 shares. In the first week, more than three million views rolled in and numerous regional and global news networks ran the story. The film simply asked a number of men what their mother’s name was. https://www.youtube.com/watch?v=FF4ZslUqgDY RETHINK DIGITAL.
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