Role of Digital marketing in the context of Oil and gas business to business SMEs in Saudi Arabia

Abstract

In today's technology driven business environment and blurring boundaries with the advent of internet, digital marketing has emerged as an efficient marketing tool. It provides the companies an opportunity to cost effectively reach diverse markets and target larger customer base. It is observed that the adoption of digital marketing by companies is growing across industries globally, however little is known about how oil and gas business to business (B2B) small and medium size enterprises (SMEs) of Saudi Arabia are adopting digital marketing and its role in their business. This dissertation is focused on studying the adoption and impact of digital marketing by oil and gas B2B SMEs of Saudi Arabia. Study identifies the enablers and barriers to digital marketing adoption, preferred channels and their role in successful digital marketing campaign. Further, this dissertation proposes the research methodology to conduct primary research in this area with an aim to recommend an appropriate framework of digital marketing strategy for oil and gas B2B SMEs of Saudi Arabia.