Think with Google says that there is currently no playbook for marketing during a crisis, but data may show a way. "Now more than ever, we rely on digital platforms to seek information,
entertainment or buy what we need. Understanding this behavior is
essential for marketers to develop truly agile campaigns for Ramadan," say Dina Barakat, Sara Hamdan and Muriel Makarim in an April blog post.
Barakat, Hamdan and Makarim - who are a Product Marketing Manager with Google, Editor of Think with Google MENA and Large Advertiser and Agency Marketing Manager of Google Indonesia respectively - say that users are spending more time online consuming content, learning new skills and investing in new hobbies. They are also shopping for essentials from home. Google data shows a 1.8X growth in delivery searches worldwide.
In connecting to consumers thoughtfully, the authors suggest three tips:
- Capture the feeling of being together without being physically together
Take into account how social distancing changes Ramadhan traditions while delivering the same message of care and love:
Indonesian beauty brand Wardah has created a virtual platform where users can try on different shades of lip colour, the blog post notes. Other suggestions include broadcasting content that can be watched together; enabling people to add filters to shared pictures and videos, and using Google's Qalam app which sends customised Ramadhan greeting cards.
- Embrace changes in Ramadhan consumer trends
People are unlikely to shop at brick-and-mortar stores, and will request contactless delivery solutions, the blog authors said.
Given that e-commerce will likely be popular, Google recommends that e-commerce sites enhance the user experience with options such as gift-wrapping, customised cards or discounted add-ons.
Cooking will be another bright spot, with Google observing that search queries for recipes have surpassed 2019 peaks in Indonesia. Innovation ideas include recipe recommendations and online cookalongs.
Other possibilities for a better experience could include no-penalty date changes and refunds for event tickets, as airlines in Singapore have offered, and real-time updates for available inventory, and providing accurate delivery times.
Ensuring that a website loads easily is another Google tip. Google has a tool called Test My Site which measures a mobile site's loading speed.
- Contingency plans
Incremental changes to existing assets, refreshing assets without filming through animation or repurposing existing creatives, as well as keeping up to date with Google Trends will help brands stay responsive, Google said.