By Maha Ayash, Head of UAE at TEAM LEWIS
As we approach the midpoint of the holy month of Ramadan, consumer behaviors undergo noticeable fluctuations, prompting brands to adapt their strategies accordingly. In this dynamic landscape, the question arises: How can brands fine-tune their marketing plans to effectively connect with their audience during Ramadan?
Recently, global marketing agency, TEAM LEWIS conducted a survey to understand the consumer behaviors of those in the UAE during Ramadan. This is to understand everything from how and when individuals prefer to be marketed to during Ramadan.
Strategizing a Ramadan Campaign
For marketers and advertisers, grasping consumer behavior is more than essential — it's the cornerstone of effective strategy. According to TEAM LEWIS’ survey, 75% of respondents observed a surge in advertising during Ramadan, with 45% expressing a strong inclination towards purchasing from Ramadan-specific campaigns. This underscores not only the heightened visibility of marketing efforts during this period but also the significant opportunity for brands to leverage consumer engagement.
Diversify Your Offerings
While food-related products see the highest level of advertising in Ramadan (86%), there's ample room for non-F&B businesses to shine. The survey findings reveal that brands including home goods and clothing can also effectively capture consumers' attention during Ramadan. They can capitalize on the cultural significance of Ramadan. Additionally, they can adapt their products accordingly.
In addition to determining the optimal product for marketing during this period, it's crucial to understand the most effective channels to engage your audience. According to the Consumer Behavior survey, the majority of respondents (72%) believe that social media posts are the preferred method to reach a brand's audience. During this time, 41% are highly likely to engage with Ramadan-specific content on social platforms.
But which platform dominates? The survey reveals that Facebook and YouTube are at the forefront, with 66% and 65%. Additionally, television advertisements have proven successful, garnering a positive response from 63% of participants. This is due to increased time spent indoors with family and friends.
Timing is Everything
Understanding the rhythms of Ramadan is crucial for optimizing ad placement. Engagement may be lower during fasting hours. According to the TEAM LEWIS survey, users are more likely to engage with ads after Iftar (48%). They also prefer to shop late in the evening after Taraweeh prayers (38%) or early in the morning before fasting (24%). Aligning campaigns with these patterns can significantly enhance their effectiveness.
Embrace Cultural Relevance
Incorporating Ramadan-related themes and symbols into marketing materials is also important for establishing stronger connections with consumers. While it may appear minor, integrating elements such as the crescent moon, traditional lanterns, or other cultural motifs can enhance authenticity. This approach can deeply resonate with your audience.
In today's digitally driven landscape, authenticity and cultural sensitivity reign supreme. By aligning your marketing efforts with the values and traditions of Ramadan, you can cultivate meaningful connections with your audience. This can drive engagement and foster loyalty.
