A STUDY ON PERCEPTIONS OF MARKETING PROFESSIONALS TOWARDS DIGITAL MARKETING IN SAUDI ARABIA

Abstract

The current study was intended to analyze the perceptions of the marketing professional toward digital marketing and digital marketing tools specifically in Saudi Arabia. Approach of this study was quantitative in nature, in which the primary sources were the marketing professionals and secondary sources were relevant journals and articles. Wilska’s (2003) instrument was used to measure perceptions of professional whereas, data was collected with the help of convenience sampling technique. Descriptive statistical analysis was used for this study. Results revealed a significant positive response in terms of agreement about perceptions of marketing professionals to effectiveness of digital marketing in Saudi Arabia. It is revealed that professionals in Saudi Arabia are satisfied with use and effectiveness of different digital marketing tools i.e., SEO Tools, Website Content, SMS Marketing, YouTube Marketing, Social Media Apps like Facebook, Twitter, and blogs. Results explored that on relying digital marketing tools, marketing professionals perceived their business at low cost and it can benefit in different ways. The limitations and suggestions of studies have been addressed.