May 16, 2019 / by admin / in: Blog
Like every year, Ramadan comes back with good and blessings but people are using screens more than ever, making brands compete to rank the best among Ramadan Ads.
Moreover, it’s a good chance for brands and companies to serve and connect with the right people.
In order to do that, there must be an understanding of the consumer and how he behaves during special occasions.
The Importance of Online Marketing in Ramadan 2019 And How Ramadan Affects the Strategies
The consumers’ behavior dramatically changes in Ramadan due to the change in their lifestyles. Therefore, will need a different strategy to address the right people at the right time.
For instance, many people buy their foods right before the month starts. Others prefer to buy new clothes preparing for Eid-Al-Fitr in order to minimize going out during Ramadan and make time for worshipping. This means it will affect the time by which those products and brands should start their advertising campaigns.
Another example is the time when people are most active during the day. If you check the insights page on social platforms mainly Facebook, you’ll find a totally different chart. People usually go back home earlier, chill out right after Iftar time, many of them are awake after midnight to eat their Sohur. This peaks that appear on the chart and the times when you’re supposed to post content.
People’s behavior also changes due to the more time they spend in family gatherings and less working hours.
How to set a winning strategy in Ramadan
Start Campaigns At The Right Time
Maloox campaign – Eureka Digital Inc.
In Egypt, the demand for food and clothes increase right before the month starts or in the first few days of Ramadan, as mentioned before.
During the month the demand increase on products like middle eastern dessert, and at the end of the month, the demand increases on foods for Zakat Al Fitr.
Know Your Audience
Telfast – Eureka Digital Inc.
Understanding the challenges your audience might be facing, the behavior of the users, demographics, where they go, what they buy, what they consume the most all play important role in determining the best way to set a solid strategy.
For example, the type of content you use to target mothers will differ from the type of content you use for singles or a just married couple.
The way people welcome Ramadan or the lifestyle during the month differs from a country to another. So, you’ll need to consider all the demographics when creating a piece of content.
Set Your Strategy
Bronchicum – Eureka Digital Inc
Attract customers to your website or social account by creating relevant, entertaining and educational content. Then you need to engage them by being responsive to emails, comments or chats, and finally, delight them by being their advisor or the expert.
Engage with Ramadan
Qv Middle East – Eureka Digital Inc
combining symbols with the products people consume the most in Ramadan according to the demographics to increase the engagement rate.
Saying everything through visual communication in one creative visual gets the audience to share your content again and again, particularly in an occasion when people like to send, post greetings on social media and tag their friends.
Whether it’s a gif or an image, creating visuals that integrate some of Ramadan’s symbols that are common in a particular country with the value or the brand of the company all in one visual really stands out and get doubles the engagement in normal days
Almost nobody hasn’t heard or watched the latest video ad for Etisalat, Van Damme showing with Mohammed Ramadan and speaking in Arabic. Many users have followed their Youtube channel just after it was published. Also, received a tremendous cheer engagement from the audience which appeared in the comments. Turned their customers into promoters in minutes.
In a Nutshell
Every brand needs to be engaging, authentic and set their customers in the center of their attention in order to make the most out of their campaigns.
May Allah bless your Ramadan and accept your Fasting!
Abeer Mostafa Webmaster/Copywriter