Growth Opportunities for Brands During Ramadan

Ramadan is a holy month on the Islamic calendar that perpetuates humane values of love, compassion, empathy and charity around the world. It is also a popular marketing season with the highest engagement from customers in the MENA region as many people are purchasing gifts and consumer goods during this month. Therefore, marketers need to create a concrete understanding of the target audiences and formulate strategies that drives growth through sales and promotional activities.

In this blog, you will learn expert tips on finalizing the best marketing campaign during Ramadan and capture the attention of your target demographics effectively.

Formulate your keywords practically

Search Engine Optimization (SEO) is the most effective form of organic marketing to get improve your website ranking. During Ramadan, it is important to optimize your keywords so it appears on the first page when users find related keywords. A Webpals report indicates that website traffic increased to 230% while conversion rates improved at 30%. Google data also shows that ‘Ramadan promotions’ and ‘Online deals’ were some of the most searched keywords during the holy month.

  • Utilize social media platforms

Consumer behaviour is different during Ramadan with greater social media traffic than usual, especially during 3 am where it increases by 200%. This is because of factors such as religious commitments, differing office hours and dining patterns. It is also due to users searching for offers and using hashtags such as #Ramadan to engage on various platforms. Data shows that 41% of people in the UAE increasing spending, 40% search for promotions and 49% are looking for discounts. Facebooks Ramadan Research Insights also show that 90% of people in the UAE use the app during Ramadan and 76% surveyed find social media to be effective to connect with brands.  

  • Improve communications with loyal customers

Engaging with customers is important as it helps to retain old customers and build long lasting relations. Webpals data shows an increase in customer loyalty with a rapid increase in online visits and purchases during the holy month. According to WordBank Data, 78% of UK Muslim consumers want greater engagement from brands that are internationally acclaimed. Furthermore, consumers are also looking for convenience while making purchases so brands need to ensure that they offer this to their users.

  • Promote your app through advertising

The Webpals data found an increase in app downloads by 40% during Ramadan and an increase in purchases by 35%. In addition to this, the global pandemic means that many Muslim consumers will stay indoors and be on their devices. This presents a great opportunity for Halal restaurants to partner with apps to improve sales and let customers order conveniently.

  • Understand your target audience

Ramadan is the month of celebrations and customers are looking for different things at this time. Marketers must understand their segments and target advertisements to these audiences. The first audience are foodies that search for Iftar and Suhoor recipes so creating content on YouTube or providing information on promotions is ideal. The second is the travellers that want to book hotels for Eid and spend time with family and friends. People are also looking to gift trendy items to loved ones and groom themselves with beauty packages for Eid gatherings. Therefore, brands should be mindful and provide the best services they can to varied audiences.

During the holy month, marketers must entrust time and money on their social media campaigns and connect with their prospective and previous customers by sending across the message of Ramadan, by offering exclusive content and providing promotions to grow the business.

4 Ways to Create a Winning Marketing Mix Strategy

What’s a marketing mix?

According to Investopedia, a marketing mix consists of different focus areas as part of a comprehensive marketing plan. To put it simply, the marketing mix refers to the four elements, more popularly known as the 4 P’s — product, price, place, and promotion.

These four elements are often, if not always, dependent on one another and once you master these elements, the perfect formula for success is just at your fingertips.

Here are the steps you must follow to create a winning marketing mix strategy:

1.  Product: Invest in product development and market research.

Your product is a major factor in determining your success. You need to build a solid foundation to launch your product successfully. Product development includes the product’s whole journey, from conceptualization and design to testing, marketing and distribution. Do a comprehensive market research to identify the need of your target market.

  • Study the market to know your target audience’ needs.
  • Know the insights of your existing customers.
  • Monitor industry trends.
  • Learn about your competitors.
  • Test your product.

2. Price: Determine a reasonable selling price.

To maximize profits, cost should be taken into account. At this stage, don’t miss out on these steps:

  • From your market research, determine your product’s target selling price.
  • Determine how to make your product cost-effective.
  • Liaise with finance team to identify realistic sales forecast.
  • Work with the sales team to know the extent of discounting you can offer.
  • When selling via resellers, know how you can make price adjustments and estimate revenues.
  • Consider the customer’s perceived value of your product. If you have few competitors and offer outstanding benefits to customers, you can further mark up your product.

3. Place: Choose where to sell your product.

Your distribution channels can be a combination of a physical store, online or a distributor’s store. Before promoting your product, make sure to do these steps:

  • Know where your product will fare best.
  • Consider geographic location. Ensure that supply meets demand in a particular city, state, country, region or worldwide.
  • Negotiate with resellers and retailers in terms of margins, markups, and retail price.
  • Determine the number of salespeople you need to meet your target.

4. Promotion: Create your promotion strategies.

This element is largely related to marketing, but this should be the last stage since you must first build a good foundation for the elements of product, price, and place in the marketing mix.

Before thinking of promotion strategies, it is best that you know very well about the product you will promote, the reasons why you must promote it, and where you will make it available.

During the promotion stage, choose from different channels that can best highlight your product to your target market. There are a lot of methods you can use to promote your product, service or your business such as:

  • Social media marketing — Facebook, LinkedIn, YouTube, Twitter, Instagram, and TikTok
  • Content marketing strategies like blogging, website development, and content creation
  • Event marketing – you can host your event or participate in industry events
  • Search engine ads
  • Public relations or getting influencers
  • Referrals or customer marketing
  • TV, radio, print or OOH ads

Working on your marketing mix will give you a more systematic structure to make strategic decisions when you launch a new product or modify the existing ones. We can help you in every stage of the marketing mix and create a successful marketing strategy for your business. Just reach out to us if you need a dedicated team of marketing experts and we’ll help you get the job done.