Ramadan 2020 represents a time of unprecedented challenge for consumers and businesses alike. Last month, ADA, a data and artificial intelligence company that designs and executes integrated digital, analytics, and marketing solutions, reported data trends around Ramadan that marketers should be looking at. However, as most of Southeast Asia goes into social isolation, people are starting to fear its effects on Ramadan and the festive period that follows.
With experts warning that we may have to undergo social distancing for at least 6 more months, Ramadan during COVID-19 will look very different. Here are some updated data trends and strategies uncovered by ADA for marketers in Singapore, Malaysia and Indonesia. Key findings include:
Offline activities will continue to fall, but this doesn’t mean your consumers have disappeared.
- Less travel out of the country will create displaced individuals, as many will not be able to return to their hometowns.
- Mall footfall didn’t decrease as expected, as data shows there were even spikes of panic buying.
- Expect to see people’s enthusiasm for cooking to plateau eventually as more will start seeking out more convenient alternatives, such as ready-to-cook meals and food delivery services.
Many will seek out online substitutes instead, creating a new stay-at-home version of Ramadan.
- As countries move to ban religious gatherings, more will seek alternative resources online such as religious apps.
- Reality now beats entertainment. There is more interest in content from celebrities and influencers as production houses develop no more Ramadan-specific programming, dramas or episodes.
Brands need to make 3 key data-driven changes to their marketing strategies in order to survive.
- Don’t go dark on your customers. Instead, reach them through their crisis personas.
- Look to how your brand can fill different gaps as people search to recreate social gatherings, yearn for certain cuisines, or have the desire to give back to the community.
- 57% of Southeast Asians are now experiencing high levels of fear. Brands need to change the way they portray the “togetherness aspect” of Ramadan.
Read the full report here.