In Saudi Arabia and the world at large, the use of e-commerce has increased dramatically due to increasing access to the Internet. This therefore means that e-marketing is essential to increase customer satisfaction and build brand loyalty, which will go a long way in influencing customer loyalty. There have been several challenges in achieving these goals in the Kingdom of Saudi Arabia (KSA) due to various political, socioeconomic and cultural factors that are real and cannot be ignored. This essay therefore focuses on some of those challenges that hinder the effective use of the Internet among the majority of the population in Saudi Arabia. Role of e-marketing in increasing customer satisfaction and building brand loyalty in Saudi Arabia E-marketing or electronic marketing refers to achieving marketing objectives through the use of electronic communications technology, as noted by Chaffey (2006). It is the application of marketing principles and techniques via electronic media and primarily the Internet. The term e-marketing can also mean the same thing as Internet marketing or online marketing. Customer satisfaction is how satisfied a customer is with the product or service provided. It is closely related to interpersonal trust (Geyskens, Steenkamp, ​​Scheer, and Kumar 1996). Brand loyalty is the degree of consumers' loyalty to a particular brand, expressed through their repeat purchases, regardless of the marketing pressure generated by competing brands. It is the tendency of consumers to remain loyal to products or services carried by brands they know and trust. Loyalty contributes to the ongoing process of continuing and maintaining a valuable and important relationship that...... middle of paper ......S. 2002. The e-marketing mix: a contribution from the e-tailing wars. Academy of Marketing Science Journal, 30 (4): 487-499.Miniwatts Marketing Group, 2010. Saudi Arabia Internet Usage and Marketing Report. [online]Available at:Roy, M., O. Dewit, and B. Aubert, 2010. “The Impact of Interface Usability on Trust in Web Retailers,” Internet Research, vol. 11, 5:388-398. Saudi Arabian Monetary Agency, May 5, 2001. Internet Banking Security Guidelines. Singh, N. and D. W. Baack, 2004. “Website Adaptation: A Cross-Cultural Comparison of Sites US and Mexican Webs,” Journal of Computer-Mediated Communications, Vol. 9, 4. Srinivansan, S.S., R. E. Anderson, and K. Pannavolu, 2002. “Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences,” Journal of Retailing, vol. 78, 1:41-50.