{"id":754,"date":"2023-01-18T16:10:03","date_gmt":"2023-01-18T16:10:03","guid":{"rendered":"http:\/\/aqaba-admin"},"modified":"2023-01-18T16:10:03","modified_gmt":"2023-01-18T16:10:03","slug":"ramadan-reboot-how-to-market-your-business-differently-during-the-holy-month","status":"publish","type":"post","link":"https:\/\/eleven777.com\/ar-ae\/2023\/01\/18\/ramadan-reboot-how-to-market-your-business-differently-during-the-holy-month\/","title":{"rendered":"Ramadan Reboot: How to market your business differently during the Holy Month"},"content":{"rendered":"

Over 22 years of being a marketing specialist in the Middle East, I have frequently found myself wondering why some aspects of marketing, particularly the annual events and celebrations, haven\u2019t really evolved much in terms of creative approaches and innovation.\u00a0<\/span><\/p>\n

Case in point: Ramadan campaigns. With the season fast approaching, now is a good time to consider some \u2018common sense\u2019 fixes \u2013 and even some uncommon approaches \u2013 that, as a business owner, CMO or marketing executive, will hopefully get you to see Ramadan marketing in a new (moon)light.<\/p>\n

It goes without saying that the ninth month in the Islamic calendar is of great spiritual, cultural and social importance to Muslims around the world. Of course, as with anything of such significance, businesses rely greatly on the patronage of those celebrating the Holy Month\u2019s cultural and religious aspects \u2013 ironically, however, little effort is made to differentiate their offerings, or even to market themselves intelligently. Seasonal campaigns tend to rely heavily on stereotypical approaches that are often outdated and fail to resonate with modern, well informed and innovation-hungry customers. From the excessive use of gaudy moons and lanterns to generic images of Arab families sharing traditional meals, it is often hard to distinguish one campaign from the other or to find offers that truly inspire and engage.<\/span><\/p>\n

This unfortunate lack of creativity and originality indicates a gap in understanding the many interesting facets and traditions of the month, and the \u2018unexplored\u2019 sub-sections of the larger audience. Today, I want to focus on moving away from obsolete approaches by discussing:<\/span><\/p>\n