Wednesday 15 May 2019

Blis: convenience trumps loyalty during Ramadhan

Mobile will be key to taking advantage of a marked increase in travel, eating out and shopping for gifts during Ramadhan. Ramadhan is usually the busiest ad season of the year for core markets like Indonesia and Malaysia, making it an optimal time to meaningfully capture people’s attention – and keep it.

Blis cites Facebook reports that in both Indonesia and Malaysia, four in five sales conversions during Ramadhan happen on mobile, and says that by up-levelling marketing efforts with real-world intelligence built on the most accurate location data, brands can ensure people see more personalised and timely messages, which will result in greater conversion.

“We’re experts in deciphering location data into real-world intelligence, helping brands create more relevant, engaging and effective digital marketing,” said Richard Andrew, MD of Asia, Blis.

“With the right analysis we can identify the moment when consumers are most ready to purchase."

Blis' top tips for marketers in the fast-moving consumer goods (FMCG), dining and travel industries are:

FCMG

Southeast Asian consumers place a high value on convenience, no matter how loyal they appear to be to any brand or chain. Marketers should make sure their goods are stocked at as many major outlets as possible as convenience trumps loyalty over this period.

Search and browsing activity spikes in the early hours before sunrise, 4-5 am, and in the evening hours of 5-8 pm, often when people are sitting in traffic or on the way home after a busy day. Muslims fast between the hours after sunrise and before sunset. This year, sunrise in Singapore is around 5.30 am while sunset is around 7.10 pm.

Marketing for gifts and personal items is most effective when launched earlier in the month, Blis said. Last year in Indonesia sales picked up 10 days into Ramadhan and lasted until two weeks before Eid. Ramadhan lasts 29 or 30 days each year, and is immediately followed by Eid al-Fitr which marks that first three days of Shawwal, the Islamic month after the month of Ramadhan.

Consider the importance of the commute, Blis adds, adding geofencing to the marketing strategy to incorporate bus stations for example. This has both the advantage of dwell time as well as opening an opportunity to link out-of-home (OOH) and mobile campaigns.

Advertisers and marketers should continue to engage shoppers throughout and even beyond Eid in order to maintain the connections they have built to stay top of mind with gift-buyers, Blis further said.

Dining

Convenience-minded attitudes also exist when it comes to eating, as fast food options are incredibly popular after sunset. Muslims are encouraged to break the fast immediately after sunset so food that takes longer to prepare, potentially being ready past the time of sunset, is typically avoided.

Dining with family is a priority during Ramadhan. Blis recommends that marketers target office workers near their restaurants who are looking to skip traffic, but still meet up with their families at popular eateries.

Attract new customers through targeted offers for family meals on mobile devices. By using geofencing, it is even possible to raise brand awareness when consumers are at a rival eatery.

Blis research in Indonesia revealed that Burger King is the most popular eatery, followed by Carl’s Jr. But as with retail, loyalty in the fast-food category is not absolute. When loyalty is absent convenience is often the primary decision-making factor. While 44% of Carl Jr’s customers visited a Burger King, only 13% of the King’s fans went in the other direction to the more expensive eatery.

Similarly, 78% and 63% of Burger King customers also visited Pizza Hut and KFC respectively, which Blis says suggests that timely brand presence—like serving an ad in proximity when it’s time for iftar (breaking fast)—can sway micromoments in marketers' favour.

Travel

Millions will be travelling for mudik, the Indonesian term for returning home for Eid, and will be relying on the Internet to plan their trips. To make the most of the season, travel marketers can use real-world intelligence gleaned from mobile devices captured at travel hubs in previous years.

Travellers value travel updates, discounts and promotions, advice on the best routes and the entertainment they can view while travelling. That is why it is vital to directly target devices in airports, train stations and bus stations on peak travel days, Blis advises.

The final tip, relevant to all advertisers and marketers, is to not just measure the success of this year’s campaign, but also accurately attribute their success to the right online and offline channels, in order to make next year’s Ramadhan even better.