The Evolution of Marketing in Saudi Arabia: From Umm Al-Qura to TikTok and Mawthooq

Marketing costs in Saudi Arabia have fallen by more than 60 percent over four decades. This drop did not come from cutting budgets but from a shift in tools, moving from wall posters and print newspapers to algorithms and artificial intelligence (AI), according to specialists who spoke to Al-Eqtisadiah. The change is reshaping how brands reach Saudi audiences today.

How has marketing changed in Saudi Arabia over 40 years?

The transformation involved a gradual move from traditional methods like wall advertisements and print newspapers to modern digital technologies and smart algorithms. Spanning 40 years, this journey saw marketing costs shrink by more than 60 percent while improving efficiency in reaching customers, according to a report published by Al-Eqtisadiah newspaper on September 27, 2026.

The change was not sudden. It unfolded through successive stages that tracked the Kingdom's technological development. It began with simple methods relying on direct physical contact, expanded into printed media, and eventually reached the full digitization that dominates the current marketing landscape.

How did traditional advertising start in the Saudi market?

Marketers initially relied entirely on physical materials inside their offices and on property facades. These early efforts were basic, requiring direct manual work to reach potential clients without any technological intermediary.

Musa Al-Saadoun, head of Al-Saadoun Real Estate Company, recounted his four decades of experience in real estate marketing. He explained that they first used wall advertisements inside the office—newspaper pages pinned to interior walls listing properties for sale or rent. While somewhat effective at the time, they later moved to placing signs directly on properties with a phone number, which was the only way for interested buyers to make contact, as reported by Al-Eqtisadiah newspaper.

When did print newspapers and auctions enter the marketing scene?

Print newspapers marked a leap in audience reach, becoming the most powerful tool for marketing real estate in the late nineteen eighties. Marketers shifted to newspaper ads, where a single property listing cost just 120 riyals. Al-Saadoun noted these ads were highly effective; they would list their single phone number and receive heavy call volumes that often led to a sale within days. This occurred around 1409 AH (1988), during a period of stagnation in the real estate market. Advertising eventually expanded to front-page placements.

For real estate auctions, marketers distributed leaflets detailing property types along with auction dates and times. They also conducted field visits to potential buyers. These efforts ran alongside newspaper ads, public relations, and direct phone calls.

How did email and text messages change communication tools?

At the start of the new millennium, basic digital communication tools began taking their place in marketing work. Al-Saadoun explained that as communication methods developed, they started using email to share information about properties and auctions during the first decade of the millennium. They later shifted to text messages, according to Al-Eqtisadiah newspaper. This shift reduced reliance on direct phone calls and accelerated the delivery of information.

What is the timeline of advertising evolution in Saudi Arabia?

Advertising in Saudi Arabia passed through successive stages over 40 years. Here is the timeline of those shifts as reported in the sources:

1. Wall ads and signboards: Hanging newspapers inside offices and placing signs with phone numbers on properties (before 1988).
2. Print newspapers: Publishing ads starting at 120 riyals each, eventually reaching front pages (around 1988 / 1409 AH).
3. Leaflets and field visits: Distributing auction brochures and visiting potential clients alongside newspaper ads.
4. Email: Used to send property and auction details during the first decade of the millennium.
5. Text messages: Adopted as a direct communication tool following email.
6. Algorithms and AI: The current phase, which has cut costs by more than 60 percent.

How do academic institutions and government bodies support this digital shift?

The marketing transformation extends beyond the private sector to academic and government institutions keeping pace with labor market demands and Saudi Vision 2030. King Abdulaziz University approved a Doctor of Philosophy program in Communication and Media within the Department of Journalism and Digital Media in 1447 AH, following a university council decision at its fourth meeting held on 4/6/1447 AH, corresponding to 25/11/2025. The program features four specialized tracks: public relations, marketing communication, journalism and digital media, and audiovisual production, aligning with the goals of Saudi Vision 2030, according to the King Abdulaziz University website.

Government agencies are also developing digital solutions to improve access and independence. The Ministry of Human Resources and Social Development created digital services that include issuing a privilege card displayed automatically in the ministry’s “Afrad” application and linked to the “Tawakkalna” app, alongside making services available electronically, according to the Ministry of Human Resources and Social Development.

In the banking sector, the focus is on data analysis to understand customers. Al Rajhi Bank continues to strengthen its customer engagement strategy by segmenting clients based on their financial needs and integrating data-driven insights with advanced technologies to create personalized journeys, according to Al Rajhi Bank’s 2025 Unified Annual Report.

What are the key figures in Saudi Arabia's marketing history?

• Duration of the marketing shift: 40 years (Al-Eqtisadiah newspaper).
• Reduction in marketing costs: More than 60 percent (Al-Eqtisadiah newspaper).
• Cost of a print newspaper ad: 120 riyals per listing (Al-Eqtisadiah newspaper).
• Year heavy reliance on newspapers began: Around 1409 AH / 1988 (Al-Eqtisadiah newspaper).
• Doctoral program tracks in communication: Four tracks, including marketing communication and digital media (King Abdulaziz University).
• Date the doctoral program was approved: 25/11/2025 (King Abdulaziz University).

What should marketers watch next?

Marketers and business owners in Saudi Arabia cannot rely on a single channel to reach their audience. The 40-year record proves that platforms change rapidly; what worked yesterday, like print newspapers, is now history compared to algorithms. Tracking developments in academically accredited marketing communication programs and observing how government agencies and banks use data to deliver personalized experiences defines the new standard of efficiency in the Saudi market.