The month of Ramadan is here, and it’s time to put your digital marketing skills to the test! As Muslims around the world fast during daylight hours, businesses in Indonesia can take advantage of the increased online activity that occurs during this time to reach and engage with their target audience. But before you break your fast with a samosa and a side of FOMO (fear of missing out), let’s take a look at how you can optimize your digital marketing campaigns to make the most of this holy month.
First things first, let’s talk about timing. Just like how you need to plan your Iftar menu, you need to plan the timing of your digital campaigns. The longest fasting days are in Northern hemisphere countries such as the UK, where daylight can last up to 19 hours. Therefore, businesses should consider the timing of their campaigns, and adjust them accordingly to make the most of the increased activity that occurs during the evening, when consumers are more likely to be online.
Next up, let’s talk about the content of your campaigns. Ramadan is a time of heightened spiritual reflection and community engagement, and businesses should consider this when crafting their messaging. For example, campaigns that focus on family, community, and charity are likely to resonate more with consumers during this period. A great example of this is a campaign by a local restaurant in Jakarta, that offered a free Iftar meal to the less fortunate in their community. Not only did this campaign resonate with their target audience, but it also helped the restaurant build a positive reputation within the community.
One strategy that never fails to work during Ramadan is the use of promotions and discounts. According to a report by Criteo, e-commerce sales increased by over 20% during Ramadan, with many consumers looking to take advantage of special deals and offers. So go ahead and offer that “buy one, get one free” deal on your products, or that “25% off” on your services, just make sure to let your audience know about it through your digital campaigns.
Influencer marketing is another great strategy that businesses can use to maximize reach during Ramadan. A survey conducted by Influencer.co found that 80% of consumers are more likely to purchase a product recommended by an influencer. Therefore, businesses should consider partnering with social media influencers who have a significant following within the Muslim community, to help promote their products and services. Just make sure to choose someone who is relatable and resonates with your target audience.
Finally, don’t forget to have fun with your campaigns! Ramadan is a time for joy and celebration, so don’t be afraid to inject a bit of humor and lightheartedness into your campaigns. For example, a local ice cream shop in Jakarta created a campaign that depicted a group of friends breaking their fast with a tub of ice cream, with the tagline “Breaking fast never tasted so sweet”. Not only was the campaign lighthearted, but it also resonated with their target audience and helped to increase sales.
In conclusion, maximizing reach during Ramadan requires an understanding of consumer behavior and cultural context. Businesses should focus on sectors such as food, fashion, and beauty, and tailor their messaging to resonate with the spiritual and community-oriented nature of the month. Additionally, businesses should offer special promotions and discounts, consider the use of influencer marketing, and make sure to have fun with their campaigns. By following these strategies, businesses can tap into the increased consumer spending that typically occurs during Ramadan and drive more sales.
