Amna Ali, Senior Communications Manager, TRACCS KSAThe Saudi Arabian marcomms landscape has undergone a remarkable metamorphosis in the past decade, a transformation as dramatic as the giga-projects reshaping its skyline. From a traditionally oriented market to a digitally driven powerhouse, KSA’s marcomms evolution is a masterclass in swift adaptation and forward-thinking strategy. This isn’t just about keeping pace; it’s about setting the pace.
Ten years ago, the sector was dominated by conventional media. Today, with a staggering 99 per cent internet penetration, Saudi Arabia is a digital marketing crucible. The pandemic accelerated this shift, tossing e-commerce and digital communications into the mainstream. The projected $3.14bn advertising market by 2030, growing at a 5.61 per cent compound annual growth rate (CAGR), underscores this digital revolution. It’s a shift towards data-driven, personalised campaigns that resonate deeply with a tech-savvy population.
Vision 2030 is the cornerstone of this transformation. It’s not just a blueprint; it’s a call to action. Projects like NEOM, The Red Sea Project, and Qiddiya demand innovative marketing approaches that blend cutting-edge technology with deep cultural understanding. NEOM, for example, isn’t just a city; it’s a vision of the future that requires a narrative that resonates both locally and globally.
However, success in this dynamic market hinges on local know-how. A 2024 study revealing that 62 per cent of foreign companies partnering with local entities achieve faster market entry speaks volumes. It’s what I call “glocalisation” – thinking globally while acting locally.
Glocalisation – the buzzword isn’t just a marketing tactic here; it’s a necessity. You can’t simply transplant international campaigns and expect them to resonate. This is especially crucial when engaging with Saudi youth, a demographic that’s both globally connected and deeply rooted in their heritage.
Influencer marketing has surged, becoming a potent tool for brands. Yet, it’s not about chasing follower counts. It’s about aligning with influencers who embody the values of both the brand and Saudi society. This nuanced approach requires a new breed of marketing professionals who understand this complex landscape.
Technology, particularly AI, is reshaping the marcomms landscape. From chatbots to predictive analytics, AI is enabling more targeted and efficient campaigns. The Saudi government’s investment in media initiatives, including a communications academy, demonstrates a commitment to nurturing local expertise in cutting-edge marketing technologies.
Interestingly, traditional media is also experiencing a renaissance, albeit with a modern twist. The opening of cinemas has created new advertising avenues, while digital billboards now offer dynamic, context-aware messaging.
Saudi Arabia is also proactively reaching out internationally, showcasing its rich cultural heritage. Consider the Saudi orchestra performing globally, Historic Jeddah taxis making a splash in London, or the Diriyah Company’s immersive event at Outernet London, offering a taste of Saudi hospitality and history. These initiatives create a sense of belonging and cultural exchange, demonstrating Saudi Arabia’s openness and global vision.
And let’s commend brands that have navigated this cultural landscape successfully. Nike, for instance, with its “Pro Hijab” campaign, demonstrated a deep understanding of Saudi culture, creating a sense of belonging and relatability that resonated profoundly with its target audience. They didn’t just sell a product; they celebrated the aspirations of Saudi women, fostering a genuine connection.
Looking ahead, the Saudi marcomms industry stands at an exciting crossroads. The challenge – and opportunity – lies in balancing innovation with cultural sensitivity, global best practices with local insights. Success will depend on navigating this complex landscape with agility and a profound understanding of the local culture.
The Saudi marcomms revolution is far from over. As the Kingdom marches towards Vision 2030, the opportunities for bold, innovative marketing have never been greater. The question isn’t just about seizing these opportunities but doing so with wisdom, respect, and a genuine desire to connect. Are we ready to ride this wave?
By Amna Ali, Senior Communications Manager, TRACCS KSA
