Saudi consumers have embraced digital technologies at a rapid pace. With widespread smartphone usage and improved internet connectivity, online shopping, mobile banking and digital payment methods have gained popularity. E-commerce platforms have witnessed significant growth, leading to a shift in consumer behaviour towards online purchasing.
Also consumers now seek personalised experiences and tailored products. They expect brands to understand their preferences and provide customised offerings. This trend has led companies to invest in data analytics and develop personalised marketing strategies to cater to individual consumer needs.
Saudi consumers have become more discerning, placing a greater emphasis on product quality and brand reputation. They value authenticity, reliability and trustworthiness when making purchasing decisions. Companies need to focus on maintaining high standards and building a strong brand image to gain consumer loyalty.
Social media platforms play a significant role in shaping consumer behaviour in Saudi Arabia. Consumers actively engage with brands and influencers on platforms like Instagram, Snapchat and YouTube. They rely on social media for product research, reviews, and recommendations, making it crucial for businesses to have a strong digital presence and engage with consumers effectively.
Understanding and adapting to these evolving consumer preferences is essential for companies to remain competitive and meet the evolving needs of Saudi consumers.
Clients in Saudi Arabia are embracing digital transformation and looking for innovative technological solutions. This leads to demand for advanced digital platforms, mobile applications, e-commerce solutions and online service delivery. Additionally, clients are interested in emerging technologies such as AI, blockchain, and the Internet of Things (IoT) to enhance their daily lives and business operations.
THE CHANGING SAUDI ADVERTISING AGENCY MODEL
The rise of digital technologies has revolutionised the advertising landscape in Saudi Arabia. Advertising agencies have shifted their focus from traditional mediums, such as print and television to digital platforms. They now offer a wide range of digital marketing services, including social media marketing, search engine optimisation (SEO), pay-per-click (PPC) advertising, content marketing and influencer marketing.
Advertising agencies in Saudi Arabia have recognised the importance of compelling storytelling and content creation. They now offer services that go beyond traditional advertisements, focusing on creating engaging and shareable content that resonates with the target audience. This includes video production, branded content, viral campaigns and immersive storytelling techniques.
Advertising agencies now heavily rely on data and analytics to inform their strategies and decision-making. They leverage customer data, market research, and analytics tools to gain valuable insights into consumer behaviour, preferences and trends. This data-driven approach enables agencies to optimise their campaigns, target specific audience segments and measure the effectiveness of their advertising efforts.
Influencer marketing has gained significant prominence in Saudi Arabia. Advertising agencies collaborate with social media influencers and content creators to promote products and services. They facilitate influencer partnerships, negotiate contracts and develop creative campaigns that leverage the influence and reach of popular social media personalities.
Advertising agencies in Saudi Arabia recognise the importance of cultural sensitivity and localisation in their campaigns. They understand the nuances of the local culture, traditions and values, and adapt their strategies and messaging accordingly. This approach ensures that the advertising content resonates with the Saudi audience and effectively communicates the brand’s message.
Digital technology advertising agencies are also adapting their offerings to reflect changes in Saudi Arabia. Agencies have focused on localising their offerings to cater to the unique cultural and linguistic aspects of the Saudi Arabian market. This involves understanding local consumer behaviour, preferences and values to create advertising campaigns that resonate with the target audience.
Given that Arabic is the official language in Saudi Arabia, agencies have been expanding their Arabic language capabilities. This includes hiring bilingual or Arabic-speaking professionals who can effectively communicate and create content in Arabic. By offering Arabic language services, agencies can better connect with the local audience and deliver messages that are culturally relevant.
Recognising the importance of Islamic values and sensitivities in Saudi Arabia, agencies have incorporated these considerations into their offerings. They may provide guidance to clients on how to align their advertising messages with Islamic principles and ensure their campaigns respect local cultural norms.
Social media platforms such as Twitter, Instagram and Snapchat are widely popular in Saudi Arabia. Agencies have adapted their offerings to include specialised social media marketing services. They help clients navigate the nuances of each platform, develop engaging social media content and leverage influencer marketing to effectively reach the Saudi Arabian audience.
With the increasing popularity of e-commerce in Saudi Arabia, agencies may have expanded their offerings to include e-commerce solutions. This includes helping businesses establish and optimise their online stores, implementing secure payment gateways and developing digital marketing strategies specifically tailored for e-commerce platforms.
By Amir Harby, Deputy CEO at Speakol