Editor’s Be aware: Persevering with with our particular version of Ramadan Bytes, the place entrepreneurs from identified manufacturers within the area share their ideas on Ramadan 2023 and the adjustments they anticipate, we spoke to Mr. Paras Rishi, Senior Supervisor Advertising at GMG, in regards to the tendencies throughout Ramadan and what manufacturers can do to attach with their prospects.
Please share a quick about your background and your function at GMG.
I’m at the moment the Senior Supervisor Advertising at GMG. I’m an omnichannel advertising and marketing skilled enthusiastic about technology-driven progress. I at the moment lead all issues advertising and marketing for GMG’s E-commerce enterprise facet, the place I’m accountable for digital advertising and marketing, internet online affiliate marketing, search engine optimisation demand era, and so forth.
Previous to becoming a member of GMG, I held varied advertising and marketing roles at corporations like Flipkart and Myntra.
Ramadan is a particular interval for patrons and entrepreneurs alike. Nevertheless, 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 loads of pleasure for a lot of retail manufacturers. Whereas issues are again in full stream and prospects are stepping out, E-commerce demand has additionally remained sturdy. In reality, regardless of all pessimistic views, on-line buying has witnessed constant progress.
Because the holy interval inches nearer, retailers are constructing the precise assortment and stock with E-commerce provide chain capabilities being ramped up. As a retailer, we predict sturdy demand in numbers this season, and this in all probability would be the case throughout the trade 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 often intrigued by loads of FMCG model campaigns, with meals being the strongest class because it resonated with Ramadan. That is actually adopted by different verticals like vehicle, journey, and E-commerce.
However, as a marketer, I’m observing some new tendencies, like how automation and AI intervention is enjoying an important function. It could 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 feel these campaigns are going to positively impression the trade, and plenty of retailers and omnichannel manufacturers plan to comply with this development.
Moreover, additionally it is vital for the consumer-tech trade 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 trade 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 just look in the direction of whereas drawing up a marketing campaign?
Shopper habits round Ramadan is complicated. The insights for classes like grocery, magnificence, journey, and trend 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. Nevertheless, the largest peak, as per the trade information in recent times, is within the latter half of Ramadan. It is extremely a lot much like the 11/11 Singles Day spike that we witness throughout November.
What’s the function of a buyer engagement platform throughout such a interval?
An engagement platform permits a excessive degree of segmentation and personalization, which is significant for enhancing conversions throughout channels.
We have now been utilizing MoEngage, amongst different instruments, to efficiently obtain our enterprise targets.
Nevertheless, whatever the martech stack or an engagement platform, it’s crucial for manufacturers to have a sturdy technique by way of advertising and marketing instruments, particularly throughout Ramadan, the place the buyer spike is way greater than standard.
In the end, a sturdy technique will allow you to ship goodness for an prolonged time period.
What are some methods manufacturers ought to develop to make sure that there’s not a serious drop in engagement metrics put up the vacation season?
After an extended interval of extreme advertising and marketing, offers, and excessive shopper intent, there’s an anticipated drop in platform metrics throughout the trade.
Throughout a festive time, customers are uncovered to a lot advertising and marketing that there tends to be buying fatigue in the long run.
However, within the case of Ramadan, it affords manufacturers a possibility to ship a baseline shift in enterprise as standard (BAU) numbers.
Nevertheless, in case your model doesn’t see that baseline progress post-Ramadan, it might be an excellent time to deep-dive into your buyer accusation technique and in addition CLTV metrics throughout advertising and marketing channels.
Additionally, in case your baseline numbers aren’t greater than the pre-Ramadan ranges, then you haven’t acquired the proper of shoppers that it’s best to have been specializing in.
Thanks a lot, Paras, for chatting with us and sharing your ideas on how manufacturers can have interaction with prospects 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.
What to Learn Subsequent:
- Driving Engagement Throughout Ramadan with Sustainability
- Advertising Throughout and Put up-Ramadan: Insights From Attire Group
- Decoding Hyper-personalization in Retail Advertising with Sharad Harjai
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