Wikimedia Commons/Alexander Cook
Ramadan has long been a specialised period for brands in the Middle East, marked by an emphasis on community, reflection and charity.
Historically, marketing strategies centred on television commercials, aiming to engage families gathered for Iftar.
However, ongoing digitalisation has reshaped how brands approach the holy month. Marketers are now focused on using integrated advanced technologies and personalised content to resonate with contemporary audiences.
While television remains a staple of Ramadan, especially with prime-time dramas tailored for the season, there is a clear shift towards digital platforms.
“Connected TV” – televisions or devices that allow users to stream internet content – has emerged as an important medium, delivering premium content directly to viewers.
Its advanced advertising capabilities allow for precise targeting, making it increasingly popular among marketers during the holy month.
This transition is driven by changing consumer behaviors. Audiences are now engaging more with on-demand streaming services, social media platforms and mobile applications.
The global insights company TGM Research found there was a significant increase in mobile content consumption during Ramadan 2024, with a large percentage of Muslims actively using smartphones for social media, video streaming and reading blogs.
AI-driven personalisation
Brands are using AI to analyse consumer behaviour, allowing them to deliver highly personalised content and offers. This approach ensures that marketing efforts align closely with individual preferences, improving engagement and conversion rates.
A recent example can be seen with the collaboration between a major Saudi charity and Google to integrate AI during Ramadan. This initiative optimised advertising strategies, saving time and resources while effectively reaching potential donors.
In addition, AI-powered audience segmentation enables brands to craft targeted messages for specific demographics.
The beauty brand Sephora Middle East used AI-driven campaigns to achieve a significant increase in beauty product sales in the UAE, demonstrating the effectiveness of personalised marketing.
The rise of influencer and AI content
Influencer marketing continues to be a powerful strategy during Ramadan, as consumers seek authentic and relatable content.
In the UAE, a large percentage of consumers believes that social media posts are the most effective medium for Ramadan advertising campaigns. Platforms such as Facebook, YouTube and Instagram see heightened engagement, making them ideal for influencer collaborations.
A growing trend is the use of AI-generated virtual influencers. These digital personas provide brands with controlled messaging and cultural alignment, which is particularly valuable in the Gulf region.
By using AI-generated influencers, brands can ensure consistency and adherence to cultural sensitivities, building deeper connections with their audience.
Consumer behaviour and trends
Ramadan significantly influences consumer behaviour, leading to noticeable shifts in shopping patterns and content consumption.
In the UAE, nearly all of those surveyed by TGM Research actively participate in Ramadan festivities, with a high percentage intending to visit friends and family, highlighting the communal nature of the month.
There is also an increase in online searches related to Ramadan preparations. For example, in the lead-up to Ramadan, search interest for “house cleaning” increased sharply and searches for “Ramadan henna” also rose significantly. This indicates strong engagement with cultural and traditional practices.
Future trends in Ramadan marketing
Brands should consider the following strategies to enhance their Ramadan marketing efforts in the coming years:
AI-powered customer engagement AI-driven tools, including chatbots and personalised ad campaigns, will improve customer interaction during Ramadan by providing timely and relevant content.
Sustainability initiatives There is a growing focus on sustainability, with consumers appreciating brands that incorporate eco-friendly practices into their Ramadan campaigns. This aligns with the values of charity and mindfulness that are central to the month.
Omnichannel marketing approaches Integrating platforms such as social media, connected TV and mobile applications ensures a comprehensive reach, catering to the diverse media consumption habits during Ramadan.
The evolution of Ramadan marketing reflects broader shifts in technology and consumer behaviour. Brands that embrace digital platforms, use AI for personalisation and engage authentically through influencers will connect meaningfully with audiences during this sacred period.
As the landscape continues to change, staying attuned to emerging trends and cultural nuances will be essential for crafting effective and impactful Ramadan campaigns.
Mnawar Mohammed is founder and CEO of CopyArabia
