The Shift to Digital Marketing
With the rapid advancement of technology, companies in Indonesia are increasingly utilizing social media and artificial intelligence (AI) to enhance their marketing strategies, particularly for Gen Z. As Ramadan approaches, businesses are leveraging data-driven insights to better understand consumer behavior.
According to Danar Hardianto, General Manager at PHd, the advertising landscape has shifted from traditional television to online platforms. This transition is primarily driven by the high social media engagement of Gen Z.
“When discussing audiences, Gen Z and millennials are always online. This shift has encouraged brands and marketers to move advertisements from TV to online platforms,” said Danar at MMA Innovate Indonesia 2025 in Jakarta on January 22.
The Power of Influencer Marketing
Danar also emphasized the growing preference for authentic influencer-driven content rather than overly polished advertisements.
“Consumers now prefer real, relatable content from influencers rather than overly curated ads. As a result, many brands collaborate with content creators to engage their audiences more effectively,” he explained.
Localized Campaigns and Emotional Connection
During Ramadan, brands are leveraging localized content to establish deeper emotional connections with consumers. Danar noted that nostalgia and social connections play a significant role in engagement.
“Ramadan is about reconnecting with old friends and family. This emotional trigger can be effectively utilized in marketing campaigns to enhance audience engagement,” he added.
Telecommunication Trends During Ramadan
Chandra Pradyot Singh, Executive Vice President & Head of Circle Business at Indosat, highlighted shifting telecommunication usage patterns among Gen Z during Ramadan.
“Telecommunication usage shifts towards nighttime during Ramadan. The peak hours range from post-iftar to midnight and sahur, leading to a surge in digital platform consumption,” Chandra explained.
Understanding these behavioral shifts allows companies to tailor their marketing efforts more precisely. Indosat, for example, aligns its campaigns with consumer activity cycles to maximize engagement.
Data-Driven Marketing Strategies
To optimize marketing efforts, businesses are increasingly relying on real-time data to create personalized campaigns. By analyzing usage patterns, brands can strategically position their ads during high-engagement periods.
“Our campaigns and activities are designed based on consumer behavior patterns within a 24-hour framework, ensuring that our products and services align with their needs,” Chandra concluded.
As digital consumption continues to rise, leveraging AI and data analytics will be crucial for brands aiming to maximize their reach during Ramadan. Companies that adopt these strategies effectively will be better positioned to engage with the evolving consumer landscape.
This is a press release article re-written based on MMA Global Indonesia’s Media Partner: Merdeka.com, edited by Yacob Billiocta, Reporter in charge: Muhammad Genantan Saputra
