Advertising During the Month of Ramadan

Islam is now officially the fastest growing religion on Earth. With an estimated population of 1.6 billion, Muslims are a large market segment that business should be seeking to appeal to.

From Sunday June 5 to Thursday July 5, Muslims will be taking part Ramadan. Digital marketing firms around the world have a niche opportunity they should seize during this time.

What Is Ramadan?

Ramadan is a month long fast that occurs during the ninth month of the Islamic calendar year. Observance of Ramadan is one of the Five Pillars of Islam. Strict fasting is observed during this time from sun up to sun down. This fast is intended to bring the faithful closer to God through the reminder of the suffering of the less fortunate.

Not only do the faithful refrain from eating, but they also do their best to avoid false speech, anger, or any other sinful behaviors. So in a month of abstinence, what are digital marketing firms supposed to take advantage of?

Opportunity Is Knocking

Not only is it a holy month where faithful followers are closer to God. Ramadan is a month of feasts before the sun rises and after it sets. One UK grocer caught onto the high Muslim population that is often ignored by retailers and sent out discount mailers for Ramadan food.

Digital marketing firms have noticed a trend of increased smart phone use during Ramadan. Many participants use an increased amount of social media throughout the day to take their mind off their hunger during the fast. This is a reminder to advertisers to boost positive content surrounding family, as Muslims take part in spiritual and physical cleansing.

The biggest tip to follow when advertising during Ramadan is to start your campaign early while families prepare for the fast. Known as a time of generosity, many Muslims purchase gifts for family members and friends weeks before and after the month of fasting. The lingering ads catch the late purchasers.

Follow This Advertising Giant’s Example

In 2010, the McDonalds restaurants in Indonesia received extreme praise on their respect for the celebration. During the day, each restaurant covered their windows in solidarity.

Digital marketing firms watched the difference between the ads McDonalds ran depending on the time of day. When it was daytime and the fast was being observed, all of their ads featured food that was still wrapped. It wasn’t until after sun down that they ran the same ads featuring the unwrapped product.

This advertising giant gives us a reminder to do our research before tackling something as ambitious as a Ramadan campaign.

Kenadee Hatch writes for Fusion 360, an SEO and content marketing agency. She writes for many other clients as well. Follow on Twitter.