Rethinking Saudi Arabia brand strategy
Declared by the Ministry of Media as the Year of Media Transformation, 2024 marked a pivotal moment in Saudi Arabia's ambitious push to modernise its media sector, with targets set to grow the nation's gross domestic product (GDP) contribution to SAR 16bn and create more than 11,000 new media jobs by year-end. Going forward, one can expect continued investment in this space.
The marketing landscape in Saudi Arabia is undergoing rapid transformation. With the rise of artificial intelligence (AI)-driven strategies and women as significant economic contributors, the industry must navigate an evolving ecosystem demanding authenticity, innovation, and cultural relevance.
But brands must ask: are they truly addressing today's consumer needs, or simply pouring resources into external agencies and strategies while neglecting foundational issues such as product quality, logistics, packaging, export and import operations, and the right in-house talent?
AI and digital content
Artificial intelligence is no longer a buzzword; it's a fundamental tool reshaping how brands engage with consumers.
In Saudi Arabia, where digital transformation is at the forefront of Vision 2030, marketers must integrate AI to create personalised experiences, data-driven strategies, and seamless customer journeys.
But here's the catch. AI is only as effective as the strategy behind it. You can't expect an elderly person to enjoy a virtual reality (VR) journey when you're selling off-plan properties to them.
It's essential to understand the demographic shifts in the market and tailor AI efforts to meaningfully engage them.
The new force in the Saudi market
Women in Saudi Arabia are no longer just passive buyers. They are powerful decision-makers, trendsetters, and influencers. With the Saudi female labour force participation rate at 36.2 per cent, there's a clear increase in their buying power. Behind every great man is a woman making that purchase order.
According to recent data, Saudi women now control more than half of the country's household spending. This shift demands that brands acknowledge this power and connect authentically.
Many continue to operate under outdated assumptions about female consumers, failing to adapt messaging and strategies – causing missed opportunities.
Brands must develop more meaningful, inclusive marketing approaches that reflect the diverse, empowered role of women today. Let a woman market to a woman.
Are you selling what you think you are?
This is the painful bit. The ultimate question for many brands today is whether their product is truly ready for market, or if they're pushing it out simply because they were told to.
It's easy to be seduced by international agencies promising groundbreaking campaigns. But the core of any successful brand lies in the authenticity and quality of the product itself.
If your research and development (R&D) phase didn't lead to a compelling, high-quality product, no amount of marketing will save it. Re-read that phrase – it's really a break-it or save-it situation.
Many brands invest significant resources into selling a product that isn't well-researched, doesn't solve a real consumer need, or simply isn't up to par.
Without a solid foundation, your brand could find itself on the wrong side of market dynamics, no matter how sophisticated your strategy may be.
You don't want to spend millions on a branded drink that looks great but tastes … you know what I mean.
Are you hiring the right people?
There is an emerging gap in the integration between global strategy and local relevance. Are international marketing teams equipped to truly understand Saudi consumer behaviour, preferences and culture?
Too often, local talent is sidelined in favour of global agencies that might not grasp the nuances of the market. Brands must ensure teams are equipped with the right tools and possess local knowledge.
Trust your local hire to give you advice instead of the person who looks like a million bucks, flown in this morning from somewhere that's not Saudi. This means investing in the right talent for the right roles to create impactful, culturally relevant campaigns.
Saudi Arabia is filled with unwavering talent. The creativity here is among the best in the region. Give these creatives the right tools and KPIs, and see them fly.
Marketing's moment of truth in Saudi
2024 was a landmark year for government-led initiatives in Saudi Arabia's marketing, media and creative sectors.
From hard infrastructure such as financing funds, academies and regulatory frameworks to soft support such as events, campaigns and recognition, the state has taken a multi-pronged approach to develop this segment of the economy.
As Saudi Arabia continues its drive towards modernisation, marketing's role has never been more critical. The interplay of AI, digital content, and women's economic influence presents a unique opportunity for brands to rethink their approach.
However, true success comes from product authenticity, having the right talent, and marketing strategies that speak to today's empowered Saudi consumer. Reputation is at the heart of any brand's success in this market.
By Jana Bader, Managing Director, Supreme Hospitality KSA
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