Ramadan is one of the most exciting months in Bangladesh. The festivities of Eid provide business owners and brands an opportunity to engage in a month-long Ramadan campaign. With everyone running campaigns for this month, especially on digital platforms, it becomes essential to stand out among the masses to capture everyone's attention.
Lessons from 2020
Last year Bangladesh went into a nationwide lockdown that initially caused disruptions to all businesses. Business owners suffered terribly since Ramadan happens to be one of the busiest times of the calendar. Some companies even claim to generate a majority of their revenue during this time. Things looked bleak for all types of businesses ranging from large corporations, SMEs, agencies, and even freelancers.
However, the lockdown helped push Bangladeshi businesses to develop or focus on the digital aspect of their businesses. The use of digital platforms proved to be a turning point. The extensive use of digital platforms, specifically Facebook, has ensured that brands remain connected with their customers and engaged with their followers. It also confirmed that communities remain interconnected. Bangladesh has not previously experienced rapid digital transformation; therefore, brands need to be made aware of the shift, enabling them to be more receptive to the changes in consumer mindsets.
Change in Consumer Behavior
Consumer behavior tends to change drastically both online and offline in the month leading up to Ramadan. Practicing Muslims have been known to bring about changes to their sleep and work schedules and are more focused on praying and spending time at home with family. Online expenditure behind groceries, clothing, and home appliances tend to increase during this time. With the uncertainty surrounding the second lockdown imposed by the Bangladesh Government, it is safe to say that businesses should focus more on their digital practices this year.
Running campaigns while keeping customer needs in mind
According to a whitepaper published by Httpool on Ramadan Insights, brands tend to spend 20% more on advertising during Ramadan. But just increasing the amount will not generate good leads for the business nor help the brand stand out among the already crowded pool. Business owners need to keep in mind what the customers want and run campaigns accordingly.
Shoppers are increasingly price-sensitive and look to Facebook for deals and inspiration. According to "Facebook's Ramadan and Eid Study" by YouGov, 3 out of 4 people tend to look for bargains during Ramadan/Eid. In contrast, 57% of people surveyed said that they use Facebook platforms to shop for themselves or others.
Keeping all this in mind, brands should run digital advertising campaigns on platforms like Facebook with more empathetic and authentic tones. At the same time, their campaigns should be able to "delight consumers" that are more likely to generate quality leads. As mentioned earlier, people are already more focused on worshiping and spending time with family, so anything less than delightful will not capture their attention. Campaigns that have offers, discounts, or seem like bargains will bring the consumers to your business doors.
Having a concrete mobile strategy
An interesting statistic from the Indonesian market showed that the mobile-first market has an estimated 71% mobile internet user penetration rate in 2021. While we do not have exact data on the Bangladeshi market, 85% of Indonesian people celebrate Ramadan, which is similar to us. People will be on the move during these festival seasons, and users will spend more time on mobile than ever before. This could mean that if business owners are trying to stand out with their Ramadan campaigns, then it is essential that a dedicated mobile communication strategy will add reach and help gain improved engagements.
Last year's digital activities led to a massive spike in retail and e-commerce businesses in Bangladesh. The citizens will likely be already occupied with other pressing matters such as prayers and worship; therefore, brands should improve the user's online shopping experience. A smoother experience and faster delivery time might help increase those sales figures.
Ramadan is a significant month for all business owners in Bangladesh, seeing how they generate the highest revenue during this time. Given the current situation, utilizing digital platforms is the most sensible approach going forward, and hence, digital advertising is crucial. Thus it is essential to know the mindset of consumers before running campaigns for Ramadan.
Kazi Monirul Kabir, Country Director, Httpool Bangladesh