Ramadan is a key period for brands in Indonesia to drive sales, attract new consumers, and create long-term engagement. The evolving digital advertising landscape, particularly in mobile marketing, has made Ramadan an essential moment for businesses to optimize their strategies.
Consumer Spending During Ramadan
According to Shanti Tolani, Country Head & Board of Director of MMA Global Indonesia, 72% of global consumers view Ramadan as the best time to find shopping deals, while 80% of Indonesians make their biggest annual purchases during this period. Additionally, 88% of consumers purchase from new retailers, indicating a significant opportunity for brands to expand their customer base.
Chair of MMA Global Indonesia, Sutanto Hartono, highlighted that advertising expenditures rise by over 25% during Ramadan compared to other months. This surge reflects the critical role Ramadan plays in marketing strategies.
Mobile App Growth Trends
A study by Appsflyer, “Ramadan in SEA & Pakistan: App Marketing Insights from 2024”, reveals that app installations on iOS platforms double one month before Ramadan. This trend underscores the demand for apps that cater to Ramadan-specific needs, presenting an opportunity for developers to engage new users through relevant content, features, or promotions.
Key app categories that experience significant growth during Ramadan include:
- Shopping Apps: Demand peaks due to purchasing needs for Ramadan essentials, gifts, and home decor.
- Finance Apps: Increased activity, especially in mid-Ramadan, as consumers manage finances and prepare for Zakat payments.
- Food & Beverage Apps: Experience two major spikes—at the beginning and toward the end of Ramadan, leading up to Eid.
Key Success Factors for Marketers
To maximize Ramadan’s potential, businesses must focus on three critical strategies:
- Early Campaign Launches: Planning ahead allows brands to capture early demand.
- Market-Specific Insights: Understanding consumer behavior in Ramadan helps tailor strategies.
- Culturally Relevant Content: Engaging content aligned with Ramadan traditions ensures deeper consumer connections.
Tabah Yudhananto, Senior VP of Growth at Blibli, emphasized that defining clear marketing objectives and measuring key success factors is essential. By identifying core goals, businesses can optimize strategies and assess effectiveness.
Sustaining Consumer Engagement Post-Ramadan
While consumer interactions peak during Ramadan, retention rates tend to drop afterward. Brands must develop strategies to maintain engagement post-Ramadan by addressing evolving consumer needs.
For instance, as the holiday season transitions into the mudik (homecoming) period, consumers require convenient services such as fast grocery delivery. Understanding these shifts enables businesses to sustain long-term relationships beyond Ramadan.
By leveraging strategic marketing, consumer insights, and relevant digital engagement and advertising, brands in Indonesia can capitalize on Ramadan not just for immediate sales but also to build lasting customer connections.
This is a press release article re-written based on MMA Global Indonesia’s Media Partner: Tirto.id, authored by the Media Service Team.
