How to seize the golden period of Ramadan marketing? These key points cannot be ignored

Data recently released by AppsFlyer and Braze shows that there have been significant changes in consumer activity and engagement before and during Ramadan, including an increase in mobile phone usage and consumer spending, as well as user acquisition and retention rates in the Middle East, which provides excellent marketing opportunities for brands and marketers.

AppsFlyer 's research analyzed 15 million app installation data during the same period of Ramadan last year, and the data showed that the organic installation volume of shopping apps had already shown an upward trend in the month before the start of Ramadan, and increased by 40% in the two weeks before Ramadan and 30% in the week before Ramadan. The increase in the number of shopping app installations was also accompanied by a steady increase in consumer spending in mobile apps.

However, marketers failed to capitalize on this growth last year. Instead, most of their activity and marketing spend was concentrated in the first two weeks of Ramadan and right before the start of the holy month, a period during which non-organic installs increased by 60%.

Paul Wright, general manager for AppsFlyer UK, France, Middle East and Turkey, said: “Ramadan is a prime time for user acquisition, but many brands are missing out by not taking advantage of the user activity leading up to Ramadan. This is particularly true in Saudi Arabia and the UAE.”

He believes that this not only loses potential installs and revenue, but also starts marketing too early, and marketers have to retarget users acquired before Ramadan.

Braze 's data shows that the quality of customers acquired during Ramadan is relatively higher. Braze analyzed data from 15 Middle Eastern countries from April 23 to May 23, 2020, and found that the 30-day retention rate of users who joined during Ramadan 2020 was 24% higher than that of users before Ramadan 2020. The retention rate of users who joined during Ramadan was 43% higher within 42 days than before.

“Customers acquired during Ramadan tend to be more engaged and retain longer, making it a great time to improve the effectiveness of your marketing campaigns,” said Warrick Godfrey, vice president of industry solutions at Braze . To continue to drive growth, marketers can deliver personalized experiences that keep customers engaged after Ramadan ends.

middle East