2023 GMT Saudi Arabia Data

2023 Global
Marketing Trends
Resilient Seeds for Growth
Saudi Arabia Respondents
Agenda
1 2023 Global Marketing 4 Trend Three
Trends Introduction Creativity as a force for growth
Resilient seeds for growth
2 Trend One 5 Trend Four

Brands answer economic instability with marketing Rising technologies for marketers to watch
investments
3 Trend Two
Chief marketing officers drive growth through
internal sustainability efforts
2 | Copyright © 2023 Deloitte Development LLC. All rights reserved. 2023 Global Marketing Trends
2023 GLOBAL MARKETING TRENDS
We surveyed 1,015 global executives

including 50 Saudi executives to better
understand how top brands are meeting
the needs of today’s customers.
n = 1015
Source: Deloitte Global Marketing Trends Executive survey, June 2022
The 50 Saudi Respondents | Role
ROLE
Chief Marketing Officer 46%
Chief Digital Officer 20%
Chief Revenue Officer 8%
Chief Commercial Officer 6%

Marketers wear many hats –
and their titles reflect the
Chief Merchandising Officer 6%
Chief Creative Officer 4%
Chief Brand Officer 4% evolving demands of their role.

Chief Content Officer 2%
Chief Growth Officer 2%
Chief Customer Officer 2%
Chief Experience Officer 0%
Base: Saudi Arabia (n=50)

The 50 Saudi Respondents | Demographics
INDUSTRY BUSINESS TYPE
4%
10%
Consumer B2B 16%
26%
12%
ER&I
FS B2C
LS&HC 14%
Mix of both B2B 80%
TMT 38% and B2C
ANNUAL REVENUE ANNUAL GROWTH RATE
12% 14% 8% 26% 26% 14% 6% 62% 28% 2% 2%
$250 million to less than $500 million $500 million to less than $1 billion Increased by more than 25% Increased by 10%-25%
$1 billion to less than $5 billion $5 billion to less than $10 billion Increased by less than 10% Stayed the same
$10 billion to less than $25 billion $25 billion or more Decreased by less than 10%
TREND 1
Brands answer economic instability

with marketing investments
Financial uncertainty such as inflation, supply issues
and a looming recession is the top-of-mind concern
for brands globally. Rather than cost cutting, brands
surveyed are planning to weather financial uncertainty
with marketing investments.
Globally, the top three strategies include:
1 Accelerating to new digital

platforms/technologies 2 Expanding into new markets,
segments, and geographies 3 Implementing systems (such as AI) to
create greater customer personalization
Base: Global results (n=1015)

Top External Challenges | Saudi Arabia
ALL INDUSTRIES
Cyber risk 54%
Financial/market instability/inflation 38%
Pandemic 34%
Supply chain disruption 30% In contrast with global results, Saudi

Natural disasters 30% CMOs’ top concern lies in cyber risk,
Crises of trust (e.g., spread of misinformation) 26%
topping financial instability by a
wide margin.
Labor/skills shortage 24%
Geopolitical instability 24%
Ideological polarization 22%
Changing regulations 18%

Top Priorities | Saudi Arabia
Developing, acquiring, and retaining talent 40%
Deploying brand as an enterprise-wide strategy 32%
Creating new products or services 28%

Saudi CMOs’ priorities differ
Expanding into new markets 28%
significantly from the global results.
Addressing regulatory environments 26%
Developing, acquiring, and retaining

Implementing systems to enhance customer personalization 24%
talent is Saudi CMOs’ #1 priority.
Collaborating across functions to drive initiatives 24%
Activating purpose as an enterprise-wide strategy 24%

Deploying brand as an enterprise
strategy comes in at #2.
Reducing operational or product costs 20%
Accelerating the move to new digital capabilities 18% Creating new products and expanding
Building more sustainable capabilities 18%
into new markets tie for the #3 priority
among Saudi CMOs.
Building more inclusive capabilities 18%

TREND 2
Chief marketing officers drive growth

through internal sustainability efforts
Leading by example
While there are many potential approaches to sustainability, brands surveyed are
concentrating their efforts on shoring up the sustainability of their own internal
practices, rather than trying to influence customer behavior. These efforts not only establish an
authenticity to brands’ marketing initiatives but leverages heightened awareness of global
uncertainties to help build a more secure, sustainable future.
Globally, the top three sustainability strategies include:
1 Improving sustainability of
internal marketing practices 2 Promoting more sustainable
product and service offerings 3 Establishing long-term
sustainability commitments
Base: Global results (n=1015)

Top Sustainability Strategies | Saudi Arabia
Q20. Which of the following environmental sustainability initiatives are part of your current marketing strategy?
Highlighting internal sustainabilty practices 64%
Establishing long-term commitments 56%
Improving sustainability of internal marketing practices 44%

Saudi marketers’ top three
sustainability strategies differ from
Highlighting external actions that promote sustainability 40% global results.
Realigning core brand messaging and values around sustainability 36% At 64% of Saudi marketers, the top
strategy is highlighting internal
Nudging consumer action that promotes sustainability 34% sustainability practices.
Promoting more sustainable offerings 30% Close behind at 56%, establishing long-
term commitments is the #2 strategy.
General awareness messaging 20%

TREND 3
Creativity as a force for growth

High-growth brands surveyed are prioritizing
creativity as a force for long-term growth over their
low-growth counterparts. High-growth brands also
place a higher priority on increased risk taking, cross-
functional collaboration, and looking to the marketing
function for its most creative ideas.
83% The organization's long-term success

of respondents depends upon its ability to foster creative
agree ideas that can transform the business.
Creativity | Saudi Arabia
Q21. Please rate your level of agreement with the following statements regarding the role of creativity in your organization: (Strongly Disagree,
Disagree, Neither agree nor disagree, Agree, Strongly Agree, Not Applicable)
Filtered by Strongly Agree
66%
62% 62%
54%
40%
The organization fosters innovation The organization relies on the The organization's long-term success The organization promotes cross- The organization's long-term success
by encouraging risk-taking and marketing function for its most depends upon its ability to integrate functional collaboration to foster depends upon its ability to foster
allowing room for failure. creative ideas. sophisticated analytical capabilities new ideas. creative ideas that can transform the
into its strategy. business.
Marketer’s Timeline To Partner With Creators | Saudi Arabia
Q12: In what timeframe, if at all, do you plan to partner with creators/influencers as part of your marketing strategy?
Within the next 12

Currently do
months
48% 48% 4%
Saudi CMOs have much more aggressive plans for More than
creator partnerships in contrast to global results. 24 months

TREND 4
Rising technologies for

marketers to watch
Which new technologies most interest marketing leaders
this year—and which are likely to sustain their interest over
the long term? Marketers have their eye on expanding
their investment in blockchain and the metaverse.
38% 41% Although nascent, marketers are laying the

groundwork for adoption of new technologies
have plans for
are making plans this year. To stay relevant, brands should
implementing
for the metaverse consider laying out strategy that will benefit
blockchain this
this year
year them in the long term.
(n=1015)
Marketer’s Timeline For Engaging The Metaverse | Saudi Arabia
Q11. In what timeframe, if at all, does your brand plan to actively participate within the metaverse?
45%
42%
40%
40%
35%
30%
25%
20%
15%
12%
10%
5% 4%
2%
0%
Currently do Within the next 12 12 – 24 months from More than 24 months No plans at this time
months now from now

Blockchain Technologies | Saudi Arabia
Q14. In what timeframe, if at all, do you plan to support your advertising strategy with blockchain technologies?
60%
50% 48%
40% 38%
30%
20%
10%
10%
4%
0%
0%
Currently do Within the next 12 months 12 – 24 months from now More than 24 months from No plans at this time
now
Gain insights to build resilient seeds for growth here:
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2023 Global

Resilient seeds for growth

2 Trend One 5 Trend Four

We surveyed 1,015 global executives

Chief Marketing Officer 46%

Chief Digital Officer 20%

Chief Revenue Officer 8%

Chief Commercial Officer 6%

Chief Creative Officer 4%

Chief Brand Officer 4% evolving demands of their role.

Chief Growth Officer 2%

Chief Customer Officer 2%

Chief Experience Officer 0%

Base: Saudi Arabia (n=50)

INDUSTRY BUSINESS TYPE

ANNUAL REVENUE ANNUAL GROWTH RATE

12% 14% 8% 26% 26% 14% 6% 62% 28% 2% 2%

Base: Saudi Arabia (n=50)

Brands answer economic instability

Globally, the top three strategies include:

1 Accelerating to new digital

Base: Global results (n=1015)

Cyber risk 54%

Financial/market instability/inflation 38%

Supply chain disruption 30% In contrast with global results, Saudi

Geopolitical instability 24%

Ideological polarization 22%

Changing regulations 18%

Base: Saudi Arabia (n=50)

Developing, acquiring, and retaining talent 40%

Deploying brand as an enterprise-wide strategy 32%

Creating new products or services 28%

Developing, acquiring, and retaining

Activating purpose as an enterprise-wide strategy 24%

Base: Saudi Arabia (n=50)

Chief marketing officers drive growth

Globally, the top three sustainability strategies include:

Base: Global results (n=1015)

Highlighting internal sustainabilty practices 64%

Establishing long-term commitments 56%

Improving sustainability of internal marketing practices 44%

Base: Saudi Arabia (n=50)

Creativity as a force for growth

83% The organization's long-term success

Filtered by Strongly Agree

Within the next 12

Base: Saudi Arabia (n=50)

Rising technologies for

38% 41% Although nascent, marketers are laying the

Base: Saudi Arabia (n=50)

2023 Global Marketing Trends

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