Ramadan however does not call for official break-time for some but it is certainly a time to be a bit relaxed. With around 90% of the 321 million Muslim population in the MENA region fasting during the holy month of Ramadan, it is an apt time to put across your communication in a more effective yet simpler way.
Almost all the brand connect themselves to this auspicious reason and forge ahead in soaring those saturated sales figures. But what should be the strategy when it comes to redeeming the consumers by shelling few extra bucks on your marketing budget.
A new analysis by Tribal Fusion MENA aims to reflect upon the trends this Ramadan. They say that during this time along with refraining from food many will look for distraction in the form of seeking information, inside the home, and will turn to television, newspapers and, with increasing frequency, digital devices.
With this Tribal Fusion predicts that Digital Media is holding the master key to all the communication needs of marketers at least in the MENA region and how this game changing medium could help brands truly optimise their advertising spend.
The agency has revealed four pointers to better weave you communication plan:
1.Follow The Eyeballs
2.Reference your comfort zone
3.Digital will increase the share of voice for brands
4.Measure your campaign wisely
The agency suggests that you need to put advertising dollars where the eyeballs are – you need to deliver the right message, to the right person, at the right time, in the right way. Multi-tasking while consuming media has become the norm. Online has the added advantage of being able to help advertisers find their target audience through insights and by targeting audience segments. Whilst this is all well and good, advertisers also need digital partners that can work across media and device and find their audience at scale. These factors combined will provide an ever bigger incentive for brands to move their advertising spend online and enhance their existing campaign efforts.
Talking about the comfort zone, the agency says that TV still remains an important form of advertising in the MENA region during Ramadan, with 30% of TV broadcasters’ revenue earned during this time. Yet as rates for television advertising continue to soar, advertisers are starting to look for ways to make their television advert stretch further… and they’re coming online.
Online engagement and online video formats are able to incorporate the standard TV style adverts. What’s more, online campaigns can incorporate other aspects like a call to action or a click through to website, to enhance your television campaigns.
Ramadan, a time when people are at home, is an ideal time to complement your television advertising with an online engagement campaign to ensure that wherever consumers are looking, your brand is there – on the right device, in the right format, at the right time.
Within the MENA region, almost 86% of internet usage happens on devices within the home. When consumers are at home they are more inclined to engage with brands, research numerous sites and read about their potential purchases. Brand campaigns online are having a bigger and bigger impact on overall awareness for advertisers.
Finally measurement of any marketing campaign is very crucial and any campaign which is not measured properly could remain a dwarf. On this Tribal Fusion has a very specific view, thay suggest that the television metric, GRP, has now been extended into digital media to offer effective comparability between these two mediums. Whilst this is a great step forward it is worth recognising that online advertising can offer a range of metrics to allow brands to measure their results against a variety of campaign objectives.
Engagement models, which allow users to interact with the adverts, can offer metrics like Cost-Per-Engagement or Cost-Per-Full-View to ensure brands only pay when they are holding their audience’s full attention. This prevents media wastage and guarantees the most effective use of brand advertising dollars.