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Editor’s note: ‘MoCuan di Bulan Ramadan’ is an initiative by MoEngage. In these articles, we talk to our customers to understand their customer growth strategy, engagement tactics, and best practices across product and marketing during Ramadan.

Please share a brief overview of your background and your role at MNC E-Commerce.

MNC Group is one of the leading enterprise brands in Indonesia. Established in 1989 as a securities company, the brand has explored different industries and services, with the four main pillars being – Media and Entertainment, Financial Services, Hospitality, and Energy. We also forayed into the E-Commerce space a few years ago, back in 2016, and have gained continuous growth and success ever since. 

My role here at MNC Group as the head of digital marketing for the E-Commerce and Travel units is to strategize and supervise the planning and execution of all campaigns to drive revenue and market share.

When do you start strategizing for Ramadan campaigns?

We start planning our Ramadan campaigns 30 days before the festive season begins. We noted that consumer spending habits had increased over the past few Ramadan seasons. 

This uptick is especially relevant when looking at the pandemic as a catalyst. The country was suddenly undergoing a digital transformation, with more and more consumers accessing smartphones, social media, and the internet. 

We observed that customers’ preferences and buying patterns had changed for Ramadan campaigns before and after COVID. And 2023 Ramadan will be the most high-spending one of them all! 

How important is it to drive hyper-personalized campaigns to humanize your brand?

We at MNC E-Commerce personalize our customers’ experience from the get-go. From acquisition and onboarding to retention, we give customers recommendations based on what they are interested in buying.

Observing data before COVID and post-COVID during the Ramadan season MUST be part of your checklist. This helps us envision our acquisition and retention strategies, which ultimately boost overall transactions and increase the lifecycle of the average customer.

What advice would you give brands to run impactful campaigns for Ramadan?

I’d like to give not just one piece of advice since it doesn’t take just one factor to make a Ramadan campaign great. So here are my recommendations that have to act together in unison to make your Ramadan campaign a successful one this season:

• Forecast your current market demand
• Get any and all valuable insights from Ramadan campaigns of the past
• Make sure your customers and target audiences are accurately segmented
• Ensure your campaign strategy matches your business objectives

How can Consumer Brands Drive Better Engagement During Ramadan

Businesses in Indonesia are prepared to make the most of the Ramadan-driven increment in consumer spending, especially given the digitally savvy audience.

Of late, there has been a massive increase in the online demand for goods and services, which consumer brands should pay heed to.  

Here are a few actionable strategies that consumer brands can use:

1. Increase the spending on social media and promote products (and services), with a focus on special offers, deals, and discounts.
2. Leverage customer data and insights to create personalized campaigns catering to unique individual needs.
3. Utilize CSR initiatives. This could include partnering with a charitable organization or donating part of the profits to a noble cause, to be empathetic and build trust.
4. Drive innovative marketing strategies to stand out. Indonesian brands need to build creative campaigns that can engage customers in new and exciting ways. 

This Ramadan season is going to be exciting and marketers can benefit from increased consumer spending and engagement by using the trends and actionable strategies mentioned above!