Ramadan is a special occasion in the Middle East and North Africa (MENA). People have different habits and different lifestyles, and their behavior is so distinguishable, as well as their buying experiences. Hence, different digital marketing strategies to implement. Here are some suggestions for establishing a winning marketing strategy during the holy month.
Be Present
Putting a campaign strategy based on consumer behavior, what they are doing and what they are searching for will make a brand win out. One of the most helpful tools to do this is Google trends. It can help businesses analyze the popularity of top search queries, compare between keywords, and see results based on region and sub-region. It is best to start as early as possible to better optimize during peak moments.
Be More Targeted
Tailoring campaigns to the consumers help them find a product more easily. the best way to do this is through customer segmentation. This means breaking down an audience into smaller groups based on demographics, psychographics, and needs-based segmentation. These things change during the holy month in the Middle East and North Africa (MENA).
Set The Right Goals
One of the common mistakes people make is not setting goals during Ramadan or not setting goals at all. So, during this month, it is best to use OKRs, which stands for OBJECTIVES and KEY RESULTS. Key results should be as specific as possible. For example, if the objective is to increase awareness about a disease during Ramadan, the key result should be making X people see and engage with our campaigns by the end of this month.
Based on an article on thinkwithgoogle.com “Search interest increased for “ad” more than 13X on YouTube during last year’s holy month in MENA. And the three top-watched YouTube videos across the UAE, Saudi Arabia, and Egypt were ads too. Consumers turn to videos for ideas, inspiration, deals, and recommendations during Ramadan, so it’s important to stay on top of the latest content trends and create video creative that converts.”
Be data-driven
There is a reason why every digital platform has built-in analytics. It helps brands understand their customers. The more you collect data, the more persuasive you are. In addition to that, it helps identify whether a campaign is successful and whether the business needs to make changes.
Planning For Eid Al-Fitr
Many shoppers plan for Eid Al-Fitr weeks before the occasion. Online shopping is particularly strong before and during the holy month, with 35% of consumers in the MENA region saying they would rather shop online during Ramadan. So, it is good to put that in mind while planning for content and putting strategies to increase sales.
Do you want to make an impact by marketing your brand online? Contact one of our team members and get more people to engage with you online now!
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