Digitect’s Faisal Ali Aleisawi shares how increasingly digital-savvy consumers are changing client demands in Campaign Middle East’s Industry Snapshot.
HOW HAVE SAUDI CONSUMERS CHANGED IN RECENT YEARS?
In recent years, Saudi consumers have become increasingly digital-savvy, demanding more personalised, culturally attuned content.
This shift is driven by a young, globally connected demographic that values transparency and authenticity from brands.
In response, clients are seeking comprehensive digital solutions that encompass traditional advertising, data analytics, AI-driven insights, and personalised marketing strategies.
AI-enabled tools are crucial here, enabling deeper consumer behaviour analysis and more effective, targeted marketing campaigns. Clients also require robust social media management to navigate these platforms effectively.
WHAT NEW THINGS ARE CLIENTS ASKING FOR?
The agency model in Saudi Arabia has adapted by expanding from traditional media services to include a full spectrum of digital marketing, content creation, and data analytics, heavily supported by AI technologies.
This evolution reflects broader changes within Saudi society, notably influenced by Vision 2030 initiatives, which have increased women’s participation in the workforce, boosted sectors like entertainment and technology, and opened the country to international tourism.
HOW HAS THE SAUDI AGENCY MODEL/OFFERINGS CHANGED?
The integration of AI tools has revolutionised how agencies operate, from automating routine tasks to providing sophisticated consumer insights and predictive analytics.
This technology empowers agencies to deliver more customised, efficient and impactful marketing strategies that resonate with the modern Saudi consumer.
WHERE DO YOU SEE THE BIGGEST POTENTIAL FOR GROWTH IN SAUDI AND WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
Looking forward, the digital economy and entertainment sectors present the greatest growth opportunities.
The rise of e-commerce and tech startups, driven by substantial government investment and a tech-savvy population, underscores this potential.
However, the challenges are significant – keeping pace with rapid technological advances, adapting to regulatory changes, and ensuring our workforce is proficient in the latest digital and AI technologies.
Additionally, maintaining a balance between modern marketing techniques and the traditional values of Saudi society continues to be essential.
These developments indicate a dynamic shift in how brands engage with Saudi consumers and how agencies must continually evolve to meet these changing demands, increasingly relying on AI to drive innovation and efficiency in their operations.
By Faisal Ali Aleisawi, Regional Managing Director, Digitect
