Editor’s Word: Persevering with with our particular version of Ramadan Bytes, the place entrepreneurs from recognized manufacturers within the area share their ideas on Ramadan 2023 and the modifications they anticipate, we spoke to Mr. Paras Rishi, Senior Supervisor Advertising and marketing at GMG, in regards to the tendencies throughout Ramadan and what manufacturers can do to attach with their clients.
Please share a quick about your background and your position at GMG.
I’m at present the Senior Supervisor Advertising and marketing at GMG. I’m an omnichannel advertising skilled obsessed with technology-driven progress. I at present lead all issues advertising for GMG’s E-commerce enterprise facet, the place I’m accountable for digital advertising, internet online affiliate marketing, website positioning demand era, and so forth.
Previous to becoming a member of GMG, I held varied advertising roles at firms like Flipkart and Myntra.
Ramadan is a particular interval for patrons and entrepreneurs alike. Nonetheless, within the final couple of years, there was a shift within the tendencies. How do you see this Ramadan interval enjoying out by way of buyer interplay this yr vs. the final yr?
Ramadan is a particular month that infuses numerous pleasure for a lot of retail manufacturers. Whereas issues are again in full circulate and clients are stepping out, E-commerce demand has additionally remained sturdy. In actual fact, regardless of all pessimistic views, on-line procuring has witnessed constant progress.
Because the holy interval inches nearer, retailers are constructing the appropriate assortment and stock with E-commerce provide chain capabilities being ramped up. As a retailer, we expect sturdy demand in numbers this season, and this in all probability would be the case throughout the business within the Center East area.
In your opinion, what are some sorts of campaigns that manufacturers are planning to run this yr?
As a shopper, I’m normally intrigued by numerous FMCG model campaigns, with meals being the strongest class because it resonated with Ramadan. That is actually adopted by different verticals like car, journey, and E-commerce.
Alternatively, as a marketer, I’m observing some new tendencies, like how automation and AI intervention is enjoying an important position. It will even be attention-grabbing to see how entrepreneurs depend on new-age marketing campaign codecs like Meta benefit plus and Google’s efficiency campaigns.
Personally, I believe these campaigns are going to positively influence the business, and lots of retailers and omnichannel manufacturers plan to observe this pattern.
Moreover, additionally it is necessary for the consumer-tech business to have sustainable progress on the again of sturdy margins – that means – E-commerce manufacturers must transfer away from deep discounting to make sure that the business stays in a wholesome state.
Information has been coined as the brand new oil, and types are leveraging information to derive insights and improve buyer engagement. What are some information factors that you simply look in the direction of whereas drawing up a marketing campaign?
Client conduct round Ramadan is complicated. The insights for classes like grocery, magnificence, journey, and vogue differ from each other. One perception for the style E-commerce class that’s evident is that there’s an uptick in income beginning two weeks earlier than the Ramadan month, and this continues till the Eid holidays. Nonetheless, the most important peak, as per the business information lately, is within the latter half of Ramadan. It is vitally a lot much like the 11/11 Singles Day spike that we witness throughout November.
What’s the position of a buyer engagement platform throughout such a interval?
An engagement platform allows a excessive degree of segmentation and personalization, which is important for enhancing conversions throughout channels.
We’ve been utilizing MoEngage, amongst different instruments, to efficiently obtain our enterprise targets.
Nonetheless, whatever the martech stack or an engagement platform, it’s crucial for manufacturers to have a strong technique by way of advertising instruments, particularly throughout Ramadan, the place the patron spike is way greater than ordinary.
In the end, a strong technique will allow you to ship goodness for an prolonged time frame.
What are some methods manufacturers ought to develop to make sure that there’s not a significant drop in engagement metrics put up the vacation season?
After an extended interval of extreme advertising, offers, and excessive shopper intent, there’s an anticipated drop in platform metrics throughout the business.
Throughout a festive time, customers are uncovered to a lot advertising that there tends to be procuring fatigue ultimately.
However, within the case of Ramadan, it gives manufacturers a possibility to ship a baseline shift in enterprise as ordinary (BAU) numbers.
Nonetheless, in case your model doesn’t see that baseline progress post-Ramadan, it could be time to deep-dive into your buyer accusation technique and in addition CLTV metrics throughout advertising channels.
Additionally, in case your baseline numbers will not be greater than the pre-Ramadan ranges, then you haven’t acquired the proper of shoppers that you must have been specializing in.
Thanks a lot, Paras, for chatting with us and sharing your ideas on how manufacturers can interact with clients throughout such a particular time.
Readers, you may join with Paras for extra suggestions and recommendation on buyer engagement throughout Ramadan and in addition be careful for his upcoming podcast on Ramadan Buying Competition.
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