Significance of Ramadan for Advertisers

Why Ramadan is So Important for Advertisers?

Ramadan is a time when people are more engaged with media, especially on their mobile devices. From pre-dawn to post-iftar, audiences are consuming more content, particularly on social media, streaming platforms, and e-commerce sites.

Advertisers often tailor their campaigns to align with these spending habits, ensuring their products and services are top of mind.

As people fast throughout the day, mobile content becomes a primary source of entertainment and information.

Ramadan is a time when consumers are particularly receptive to promotions and discounts, especially those that feel personalized.

Campaigns that emphasize family, community, and giving back resonate deeply with consumers.

The Cultural Significance of Ramadan

Ramadan in Saudi Arabia In Saudi Arabia, a majority of the population, 98%, actively participate in the festivities. This participation is reflected in their preference for family meals (97%) and cooking together (90%). The spirit of unity extends to visiting friends and relatives (89%) and engaging in shopping for holiday preparations (83%).

Ramadan in the UAE In the UAE, the tradition of celebrating Ramadan is deeply ingrained in the lives of local residents, with approximately 96% actively participating. The sense of community is further emphasized by the fact that 89% of respondents visit friends and relatives, while 82% engage in shopping to create a memorable Ramadan experience. Notably, a significant portion of expenses (45%) is allocated to food and beverages, and 22% of respondents prioritize charitable causes over transportation and gifts.

Creating Relevant Content with Ramadan Marketing

To attract attention and resonate with the audience with marketing during Ramadan, advertisers need to create content that is both educational and engaging.

1.Educational Content

• Provide useful tips and recommendations related to Ramadan. This could include guides on organizing festive events or advice on spiritual development.
• Share informative articles or videos about the significance of Ramadan, traditional practices, and the importance of charity during this period

2.Special Promotions

• Run promotions, discounts, or special offers to stimulate purchases. This helps companies stand out among competitors and attract more customers.
• Consider creating exclusive Ramadan bundles or offers that cater to the specific needs of the audience during this month.

3.Mobile Content

• With 81% of Muslims using mobile devices during Ramadan, creating mobile-friendly content is crucial. This includes social media posts, videos, and blog articles.
• Video content, especially culinary and gift ideas, is highly popular among 78% of Muslims. Develop engaging polls, quizzes, or games related to Ramadan to enhance audience interaction.

Target Audience of Ramadan Advertising

Marketers should target various user groups effectively during Ramadan.

• Families: Prioritize spending quality time together and participating in offline gatherings.
• Youth: Show interest in the spiritual aspects of Ramadan and may engage in offline events.
• Working Professionals: Value content that helps in balancing work and religious practices.
• Students: Seek entertaining content and resources for personal growth.
• Elderly Individuals: Appreciate content tailored to their age and religious beliefs.
• New Converts to Islam: Look for educational content about Ramadan and Islam.
• Non-Muslims Observing Ramadan: Engage in interfaith dialogues and seek information about the holiday.

Phases of Consumer Behavior During Ramadan

Understanding consumer behavior is crucial for successful marketing during Ramadan. There are four main phases, each requiring a tailored Ramadan advertising strategy:

1.Pre-Ramadan

Increased demand for products and services related to Ramadan preparations. Interest grows in recipes, decorations, and necessary items.

2.Weeks 1-2 (Ramadan)

Active purchases related to preparing festive meals and charity activities. Surge in food-related queries and recipes.

3.Weeks 3-4 (Last Two Weeks of Ramadan)

As Eid approaches, interest in gifts, beauty, and entertainment rises. Increased interest in travel and pilgrimage.

4.Post-Ramadan (Eid)

Return to normal routines, increased searching for entertainment, and a rise in online gift purchasing.

How Advertisers Benefit from Ramadan Campaigns

As we mentioned, during Ramadan, consumer activity and engagement increases, marketers can use this time to boost brand visibility, drive sales, and foster deeper connections with their audience.

Here’s how advertisers benefit from Ramadan campaigns and some tips and tricks for creating successful Ramadan advertising.