HOW HAVE SAUDI CONSUMERS CHANGED IN RECENT YEARS?
The paradigm shifts inspired by Saudi Vision 2030 has driven Saudi society towards digital adoption, with a 99 per cent internet penetration rate.
The young Saudi community is among the most digitally engaged in the world. Whether in communication, entertainment, or e-commerce preferences, they demand more personalised experiences and this will keep on getting better with AI and digital advancements.
In addition, Saudi consumers are reshaping their priorities in tandem with global themes as they increasingly adopt sustainable behaviour and move towards having more socially conscious decisions.
WHAT NEW THINGS ARE CLIENTS ASKING FOR?
More brands want authenticity in content, as they aim to engage with their clients on trust and true value exchange basis where they can have an opportunity to highlight their business’s culture and operational sustainability, while demonstrating new priorities for meaningful connections.
While social media advertising maintains its growth in the Saudi market (Ad spending in the social media market could reach $453.80 million this year), we see more interest in new innovative solutions such as brand-funded podcasts, Influencer marketing (micro and nano in particular), video marketing and other solutions.
HOW HAS THE SAUDI AGENCY MODEL/OFFERINGS CHANGED?
The Saudi agency landscape is shifting towards digital-led integration. Agencies now stand shoulder-to-shoulder with clients as strategic partners, actively participating in decision-making, fostering innovation, and strengthening connections.
Saudi Focus: Read more insights, opinions, and work from the Kingdom
Leveraging localised expertise, we delve into the nuances of local culture and economic landscapes within all-digital frameworks, embracing the power of generative AI, VR and AR solutions. Additionally, more marketers are considering expanding their presence in blockchain and the metaverse.
WHERE DO YOU SEE THE BIGGEST POTENTIAL FOR GROWTH IN SAUDI?
Saudi Arabia is the dream for every marketer, offering a once in a lifetime opportunity for brand and communication experts to help promote visionary Giga projects like NEOM, RED SEA Global, and Qiddiya, or playing a pivotal role in global spectacles like Riyadh Expo 2030 and the 2034 FIFA World Cup.
In addition, Saudi Arabia’s position as an emerging business hub attracts global enterprises, entrepreneurs, and startups alike. Newcomers are bringing more projects in technology, construction, and consulting, among other sectors.
The government’s commitment to increasing the digital economy’s GDP contribution to 19.2 per cent by 2025 signals substantial untapped opportunities in tech-adjacent sectors like esports and e-commerce. For communication agencies, this translates into opportunities to expand their reach and invest in tech solutions like gamification and AI marketing to catalyse engagement.
WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
The rise of new developments and major marketing projects are attracting industry leaders. This competition demands more inventive offerings. Agencies that thrive are those that adapt to radical transformations while being culturally aware.
Digital disruption is another element to factor in. It demands agile operational redesigns but also drives novel content creation and talent upskilling. Talent Agencies need to keep up with constant shifts. How do we manage this? A blend of credibility, expertise, and cultural insight fosters trust and relevance in our communication.
By Loma Jaber, Managing Director, Hewar Group
