Saudi Arabia, a beacon of economic prowess in the GCC and the Arab world, has long been a focal point for brands and advertisers seeking growth.
Over the years, they’ve tailored their strategies to prioritise the Kingdom, measuring success against its burgeoning market. Today, amidst a landscape of transformation, Saudi Arabia offers boundless opportunities and innovations, drawing attention from marketers worldwide.
This transformation isn’t merely economic; it’s a cultural shift embraced by Saudis, particularly the youth. With half the population under 30 and 40 per cent representing an addressable youth audience aged 15-40, the Kingdom’s young demographic steers the course of change. Their receptivity to innovation, coupled with a robust cultural foundation, creates an environment ripe for progress.
In the digital realm, Saudi youth reign supreme, spending over seven hours daily navigating the online landscape. Social media, Video Streaming, Gaming, and Music Streaming dominate their digital pursuits, with mobile devices serving as their gateway to this interconnected world.
Mobile traffic accounts for a staggering 79 per cent of internet usage, highlighting its pivotal role in reaching this demographic. Moreover, with 94 per cent of internet users actively engaged on Social platforms, brands find fertile ground for audience engagement.
This digital fervour fuels a booming advertising industry, with spends rising by approximately 12per cent annually, nearing the $1.8 billion mark in digital advertising alone (75 per cent of total advertising spend in KSA).
However, it’s essential to note that despite the digital surge, traditional advertising channels like television and outdoor still enjoy 90 per cent penetration across the kingdom.
Fusion of tradition and digital innovation
Amidst this digital renaissance, these traditional mediums maintain their relevance. To truly maximise penetration and reach among Saudi youth, brands must adopt a holistic approach that seamlessly integrates digital and traditional mediums.
While offer unprecedented reach and targeting capabilities, traditional channels provide a sense of familiarity and tangibility.
By harmonising the strengths of both, brands can craft compelling narratives that deeply resonate with Saudi youth. Embracing this blend of tradition and innovation isn’t just a strategic imperative; it’s a cultural necessity in the Saudi market.
In addition to understanding media consumption patterns and media preferences, it is crucial to consider the nature of youth in general and specifically in Saudi Arabia when devising marketing strategies. Targeting the youth demographic poses challenges due to their complex behaviour and evolving mindset.
Today’s youth are highly interconnected and have unparalleled access to technology and information, shaping their perspectives and preferences in unique ways.
Unlike in the past, brand loyalty has waned among the youth, with a shift towards prioritising individual desires and the value that products offer. Their choices are heavily influenced by peers, social environments, and social media trends, which have a significant impact on what is deemed popular and valuable.
The rapidly changing landscape of social media trends makes it challenging for brands to capture and maintain the attention of the youth market.
What was trending today might be forgotten tomorrow, with trends appearing and disappearing at a quick pace. Unlike earlier times when brands dictated consumer preferences, today’s youth are guided by trendsetters, influencers, and peers in determining what gains prominence.
Content, creativity, and relevance
In this contemporary environment, the focus has shifted away from big corporations and mainstream media towards content, creativity, and relevance.
Emerging platforms like podcasts, video content, and influencers have gained traction over traditional mediums such as radio and television.
To successfully engage with the youth demographic, brands need to adopt a versatile approach that integrates various platforms, embraces integration, and leverages a mix of media channels to effectively communicate their message.
It is no longer a matter of choosing between digital, social, or traditional marketing approaches but rather combining different elements to achieve marketing objectives successfully.
No one-size-fits-all
There is no one-size-fits-all strategy in this youth-oriented market, reinforcing the need for tailored and diverse approaches to resonate authentically with the dynamic preferences and trends of the target audience.
In conclusion, the dynamic landscape of advertising to Saudi youth necessitates a strategic fusion of tradition and digital innovation to effectively engage with this influential demographic.
With Saudi Arabia at the cusp of economic and cultural evolution, brands must adapt to the shifting preferences and behaviours of the youthful population. By harmonising the familiarity of traditional advertising channels with the reach of digital platforms, brands can craft compelling narratives that resonate authentically with Saudi youth.
Understanding the ever-changing nature of trends, influenced by social media and peer interactions, and emphasising content creativity and relevance are vital in navigating this rapidly evolving market.
As the marketing focus shifts towards individual desires and value-centric approaches, tailored strategies that integrate diverse platforms and media channels are essential to establish meaningful connections and effectively capture the attention of the Saudi youth demographic.
