The Kingdom of Social Arabia. Gearing up for the Digital Age and Inbound Marketing

      Аннотация: The Saudi consumers have embraced the digital technologies. The penetration of the internet, smartphone, and social media platforms or applications are on a continuous rise year over year. The integration of the digital tools into all facets of the country’s life is on the rise. Consequently, many organizations in the private and public sectors try to respond back to this phenomenon by entering the digital world to co-op with the trend. The Saudi consumers are the ones who lead the country’s digitization charge. However, still, the public and private sectors have not fully embraced the digital opportunity yet. Most of the Saudi consumers are millennials, and around (50%) of the population is youth. This generation is characterized by the heavy use of the mobile devices and the social media networks. They are the trendsetters in the society, and they have high spending power. Therefore, all the successful brands target the millennial consumers and turning them into their brands’ ambassadors. Therefore, it is important to understand how this generation is connected, what does it connect to, how its lifestyle and behavior have changed, and how brands can connect to this generation.

Ключевые слова: Brand Management, digital media, Millennial generation, Purchase decision, Saudi Arabia, Social Media, inbound marketing, internet penetration, mobile devices penetration