When the holy month of Ramadan has begun, brands have geared up to make the most out of this festive season. Every app marketer desires to cater to their consumers with the best of their needs but during the festivities, the marketing practices get accelerated because of the exclusive deals that enable brands to bridge the gap between them and users. Moreover, marketers also put in extra effort to maximize the brand’s reach by tapping into the potential audience. Hence, here is my viewpoint for brand owners and campaign managers about how they can boost their brand awareness and ROAS during Ramadan which can give an edge to their advertising practices with effectiveness in campaign performance.

Ramadan is a time for praying and celebrating together where people tend to buy gifts and goodies for their beloved ones. And, focussing on the Indonesian market; since 2022, 46% of people prefer to make online purchases via their mobile during Ramadan (source: Statista). So, the foremost step for the effective execution of the Ramadan campaign is knowing and analyzing the consumer behavior and their expectations from the brand since it can make a difference in its presence and ROAS. This is because a better Understanding of Consumer Behaviour helps marketers with users’ purchasing habits and buying patterns, based on which, they can strategize their advertising campaign and build a connection with their audience.

Moreover, users nowadays are mobile-friendly; hence, Mobile First Approach can help brands set themselves apart from competitors. Since 2022, netizens in Indonesia spend an average of 5.7 hours daily on their mobile device, exploring new products, comparing prices and knowing more about the latest discounts (source: Statista). Therefore, tapping into the mobile-first users during Ramadan can be beneficial for marketers because they get many touchpoints to interact and engage with the audience which results in quality ROAS along with better user acquisition and retention rates. In fact, mobile apps backed with MMPs can also help marketers keep users first as it provides detailed user insights that further assist them to make informed business decisions.

Thus, focussing on online consumerism, app marketers can plan the respective inventory wherein, Rich Media Ads can do wonders in establishing the brand’s footholds and drawing users’ attention towards a campaign. Incorporating such ads in a campaign can be a powerful way to reach out to the target audience as it helps in showcasing engaging content that efficiently builds a brand recall value. These ads include innovative and eye-catchy components that compel users to pay attention to the campaign and interact with it to know more about the brand’s offerings and USPs. As a result, it helps in driving better impressions, CTRs and also assures brand visibility with achievable ROAS.

The month of Ramadan is crucial for every advertiser and app marketer as they want to grip consumers’ interests in a way that they choose their brand over competitors. Thus, Moment Marketing can do great wonders for brand promotion since online shoppers become a little proactive and spend quality time on their smartphones exploring what different brands have in store that matches their requirements. Moreover, during these holy days, even the unplanned shoppers desire to make online expenses as exclusive deals and discounts entice them where moment marketing can encourage them to make certain actions or purchases from the brand. As a result, it drives better brand visibility, creating a powerful buzz and impact that brands often remain at the top of consumers’ minds while making online actions.

Adding to this, marketers can also go with Vernacular Advertising to make the Ramadan campaign winning and successful. Though people love to explore online offerings and content wherein, a campaign depicting the story in users’ native language greatly resonates with them as it comes with high relatability and relevance. When people get catered with the content in their dialects, they give priority to those as compared to others and feel valued because they think that marketers are aware of their needs and care for them too.

Marketers by adding such strategies to their advertising practices can see the difference in their brand presence, reach and recognition. These marketing tactics help in holding onto users’ 3Es, i.e., Entertainment, Excitement and Engagement which boost sales and maximize ROAS, especially during the Ramadan’s festive season.

Written By: Edo Fernando, Country Head – Indonesia, Xapads Media