What turns a new platform or tool from a trendy gimmick into an essential enabler?
How do we weed out those that stay in the realm of playful activations by marketers from those that will become indispensable tools that augment our everyday experience?
While some might argue that the more functional and practical a tool is, the more likely it will stick than those that are made to entertain. Yet the lines are blurry.
Entertainment platforms such as TikTok are now competing with search engines such as Google Search, with over 51 per cent of Gen Z’ers choosing TikTok over Google as their search engine.
Or consider gaming platforms in Saudi Arabia, which clock in, as of a recent
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