The evolution of B2B influencer marketing in the Middle East is mimicking global trends, while retaining distinct characteristics shaped by culture, language and technology, according to New-York-based advertising agency Ogilvy.
Saudi Arabia ranks first globally in terms of interest and appetite for B2B communications.
The UAE closely follows, standing at 96 per cent.
The report sheds light on influence marketing by surveying marketing leaders across Europe, Africa, the Middle East, Asia Pacific and the Americas.
A staggering 92 per cent of senior marketing professionals surveyed employ B2B influencers for hyper-targeted marketing or personalised messaging constitutes an effective strategy for elevating brand consideration and customer acquisition.
It serves to pinpoint the similarities and draw comparisons between how business influence operates in different cultures and regions around the world.
Global head of influence at Ogilvy, Rahul Titus, said: “The world of influencer marketing has evolved – and grown exponentially. Goldman Sachs estimates that the Creator Economy will reach $500 billion by 2027.
“Now, with the continued evolution of eCommerce, entrepreneurs and businesses alike are capitalising on the power of Influencers to not only drive sales but to birth new businesses. Carefully selected Influencer partnerships now play an integral role in how businesses consume, verify and act on information. But not enough brands develop the deep, meaningful and complex relationships with Influencers their audience demands.”
The study revealed that while the use of influencers in consumer comms “more often demands trendsetters and tastemakers’, the b2b sector ‘requires credible expertise rooted in a proven experience that contributes to professional opinion”.
General manager of marketing at Al-Futtaim Toyota and Lexus, UAE, said: “Our responsibility as brands is to ensure that we leverage the right voices capable of impacting and delivering results as well as shaping the future of influence.”
