5 Insights To Maximize Your Marketing Efforts During Ramadan

17 February 2022

The holy month is just around the corner. Depending on the Islamic calendar, Ramadan lasts 29 – 30 days and is observed by Muslims worldwide. During this time, people will want to come together, whether virtually or socially, to share joy with loved ones. And despite inevitable differences to years gone by, we will see the emergence of new discoveries and shopping behaviours.

In this marketing guide, you’ll learn how people plan to observe, celebrate and discover new products and services during Ramadan. You’ll also see recommended solutions to help you adapt and plan for the season ahead. And for a deeper dive into our insights and marketing recommendations, read our whitepaper.

1. Demand for a mobile shopping experience

The pandemic has changed the way people live, connect and shop, and mobile is seen as the safer alternative for those observing or shopping during Ramadan.

Whether it’s reducing time in stores or relying on new digital shopping methods, people want to shop at their convenience.

Mobile commerce is often a more convenient way to buy things — and now, given the changing nature of retail during this crisis, it’s more important than ever for brands to be present on mobile devices. If a retailer has a compelling offer, consumers will find it wherever they are. Moreover, with school and office closures around the world, there’s been a significant increase in mobile activity.

Mobile commerce is often a more convenient way to buy things — and now, given the changing nature of retail during this crisis, it’s more important than ever for brands to be present on mobile devices. If a retailer has a compelling offer, consumers will find it wherever they are. Moreover, with school cancellations and office closures around the world, there’s been a significant increase in mobile activity.

What you can do

  • Lay the foundations for a simple shopping experience – with Facebook pixel, Commerce, Shops and Instagram Shopping.
  • Connect with shoppers who have expressed interest in your products (or similar ones), and inspire them to buy automatically with dynamic ads
  • And if you have physical locations?

  • Promote contactless collection – via Click & Collect/Curbside – within messaging and ads.
  • Keep your audiences broad to allow the delivery system to optimise efficiency.

2. Creators offer a new source of credibility & influence

Creators can help connect you with an audience of potential customers who trust their expertise and opinion. Just mention your business’s name, website or Instagram handle in the comments of a post, and you’ll be seen by tens of thousands of people — most likely your target market.

People are more inclined to purchase from a company that a creator they admire recommends or tags. Nearly half (45%) of Ramadan observing and shopping community surveyed say they follow creators because they’re looking for trusted advice and inspiration.

You can also see what Social Media Trending in 2022 that may affect how people take decision when buy something.

What you can do

Try to discover partnership with Engage with partners and creators to help reach
new audiences in an authentic way and Collaborate with creators who can inspire, generate deals and announce trends.

3. Social conscience drives support for local communities

Ramadan is a time for reflection and renewal, with deeply personal and religious significance. But, it is also a time for the community to come together in celebration and kindness.

The theme of giving back is deeply rooted in Ramadan. There is a strong emphasis on “sadaqah” – the Arabic term for charity or voluntary giving – during this period. People are increasingly giving back with time and money – and this extends to local businesses too. As people personally contribute to their communities, they increasingly expect the same of businesses. They want brands to express their values, speak authentically and stand up for causes they care about.

According to the Edelman Trust Barometer, 61% of people in Malaysia say they would switch products or services if they knew another brand was committed to positive social or environmental impact.

Discover new ways to support

Help build your brand and drive business results, by sharing simply and clearly how you’ve helped support the community through COVID-19.

4. Unity through technology; mobile empowers family connection

For many, this is a time of spiritual reflection and renewal, but it’s also a time to connect with loved ones — even if it’s virtually. During this Ramadan, people have been forced to stay apart while they seek togetherness. But in these uncertain times, mobile remains the constant companion to help stay up-to-date and know what’s happening near and far.

During Ramadan, people look to technology, especially mobile, to stay up-to-date and connect with family and friends. They also use mobile to shop and stay entertained. Because of the COVID-19 pandemic, mobile has become the constant companion driving additional time spent on the small screen.

Discover mobile global audiences

How your business can get new mobile global audiences

Start one-to-one relationships with customers via channels they’re already using. Connect through WhatsApp and Messenger for Business. •

Expand your borders and engage global customers with multi-country multi-language dynamic ads.

5. Continuous shopping results in a surprising second shopping peak

Ramadan is one of the biggest shopping moments of the year, yet most advertisers/businesses switch off spending during this time, based on the misapprehension that most people finish their Ramadan shopping early. People are continually preparing their homes, meals and gifts for loved ones and are looking out for the best deals before and during the season. The period just before Eid has become the single biggest 10-day shopping period

Our research shows that Ramadan is a significant shopping season for many people around the world, and this trend has been growing in recent years. During Ramadan, as well as celebrating with their families, people are also busy preparing for Eid al-Fitr (festival at the end of Ramadan), which takes place on June 4th this year. People are continually preparing their homes, meals and gifts for loved ones and are looking out for the best deals before and during the season.

Google data shows that there are three major peaks in search activity around Ramadan: One month before Eid – this is when people gear up and prepare everything they need to celebrate with family, friends and colleagues One week before Eid – people perform last-minute shopping to buy gifts or clothes to wear on Eid Eid itself – searches surge as people look up recipes, gift ideas or and crafts to make.

Conclusions

Key things to consider when planning and creating your next Ramadan Marketing Plan :

  • Discover new demand
  • Discover partnerships
  • Discover new ways to support
  • Discover mobile audiences
  • Discover new opportunities

Download our Ramadan Marketing Insight to get more detail about how to maximize your business marketing efforts during Ramadan.

Let’s Talk

If what you see here is relevant for you and can help you grow your business or organisation, we’d love to discuss further with you. Drop us a message or schedule an appointment with us.

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