March 9, 2023
Seizing the Opportunity - Understanding the latest digital trends & the current outlook of consumer-mindset to optimise your strategy
With the cancellation of PPKM (Community Activity Restrictions), Indonesians are ready to embrace and celebrate the Ramadan spirit of compassion, gratitude and humility. People adjust their activities according to the requirements of the fast such as sahur, iftar and many Indonesians take part in the mudik tradition. Gifting is a special element as many return to their hometown to meet their families ahead of Idul Fitri (Eid). The time frame before Ramadan also marks a shift in consumer behaviour and digital media activity.
The Ministry of Finance noted a 5.4% increase in the country’s GDP in Q1 2022, which can be credited to the Ramadan 2022 festival. Despite the headwinds in the global economy, the outlook for this year is positive due to the easing of restrictions and increase in consumption during Ramadan. Consumer spending generally increases across various industries and marketers should not miss this opportunity to connect with their Muslim consumers.
Certain broad trends for Ramadan 2023 are already shaping up. A recent survey highlights that 88% of Indonesians intend to make a purchase this Ramadan and that 53% percent of Indonesians plan on spending their THR (Religious Holiday Allowance) on Ramadan instead of saving it.*1
As marketers, it is crucial for us to maximise this window of opportunity and even though the digital savvy nation relies on technology for their shopping needs, the end of restrictions also means that consumers are also going back to shopping offline.
Ramadan 2023 calls for an omnichannel marketing strategy among other solutions. A recent study reveals that 60% of Indonesians who are travelling make their primary festive purchases across both online and offline channels. Marketers should also adopt a hyperlocal approach since data from the previous year highlighted that non-metro cities saw real sales grow by between 10% and 25%.*2
Marketers should also harness the potential of AR and AI to strengthen their marketing strategies. The latest findings demonstrate that 83% of shoppers or observers who have exposure to AR agree that it had an impact on their purchasing decisions. Research also continues to affirm the effect of personalization with 64% of shoppers making purchases from personalised ads.*3
Digital consumption is also set to change during Ramadan. The data reveals that 1 in 3 Indonesians will rely on video streaming for their entertainment during the fasting month and religious content is expected to be at the forefront during the day whereas light-hearted content gains traction during Iftar.*4 There are also studies that provide insights on the other verticals that are of interest to the users of social media, for instance, 86% of users are interested in content related to Food & Beverages.*5
Ramadan Insights 2023 - Paving the way for success
After 3 years of being held virtually, Ramadan Insights 2023 will once again be held offline. Join us in this pivotal event as the sessions are geared towards offering a holistic strategic blueprint that optimises both online and offline strategies. The sessions are helmed by industry experts and thought leaders and have been curated for Brand Marketers and Agencies in Indonesia and within that, their key industry leaders, CMOs, CTOs, Head of Departments, Lead Planners and Sr. Managers that are involved in leading the Ramadan strategy.
Source:
*2. Think with Google, Navigating 2023: Consumer trends to tap into with the right marketing strategy
*3. Meta, Meet Meta this Ramadan
*4. The Trade Desk, New research shows 9 in 10 Indonesians plan to make a purchase during the upcoming Ramadan
*5. TikTok, Ramadan 2023 with TikTok Playbook
Agenda
Time | Activity |
12.00 - 01.00 PM | Lunch, Registrations, and Networking |
01.00 - 01.05 PM | Opening by MC
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01.05 - 01.10 PM | MMA Global-Indonesia Board of Director Opening Speech |
01.10 - 01.15 PM | Welcoming Remarks by Managing Director, MMA APAC CEO, MMA Global APAC | Global Head of SMARTIES WW and BOD Asia Pacific MMA Global Asia Pacific  |
01.15 - 01.45 PM | Ramadan & Beyond: Key Consumer Trends for Brands and MarketersVarying economic circumstances, increased pressure on consumers, and differing spending preferences are all areas that marketers will need to navigate in 2023 to ensure their messaging and tactics are resonating with targeted consumer groups. Especially for their Ramadan festive strategy. In order to find relevance with either consumer group, brands will cater their full-funnel and omnichannnel marketing approaches to the unique needs and goals of the individual segment. Come join us to discuss how marketers are focusing on consumer experiences and needs, to gain and stimulate, their consumer’s attention and actions during Ramadan 2023.
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01.45 - 02.15 PM | Compelling Content in a One-click WorldEvery day, thousands of hours of content are uploaded each day on the internet. At such a time, how can the content you create stand out and capture people’s attention? explore the latest channel that brands and creators today use to captivate people in fresh ways. Narayan Murthy, Director of Sales, InMobi, speaks about the latest channel that brands and creators today use to captivate people in fresh ways. |
02.15 - 02.45 PM | Magnifying Ramadan Possibilities with The Right E-Commerce StrategyMaximising the potential of Ramadan through the right implementation of successful e-commerce strategies. Tapping into increased online activity this holy month for impactful business opportunities which focus on leveraging technology and data. The panel will share their experiences and strategies for creating personalised and seamless shopping experience.
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02.45 - 03.15 PM | Tech-Infused Consumer Behavior, Insights, and Strategies in IndonesiaThis panel discussion will explore the intersection of technology, consumer behavior, and Ramadan festive in Indonesia. Experts will discuss the latest trends and strategies for leveraging these shifts to create impactful marketing and advertising campaigns connecting consumers to technologies.
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03.15 - 03.45 PM | It’s Ramadhan for me too!” said Non-FoodNot just for food, everyone has right to win during Ramadhan! There has been long belief that Ramadhan is a specific KCP only for Food. Take a look couple of years back, we have seen raising of Non-Food Brands drove much bigger talkability during Ramadhan, with their fresh, relatable, and very appealing campaign activities. P&G Brands will take you into the journey to codify the “Right to Win” Elements of Non-Food Brands during this Holy Festive Season. |
03.45 - 04.15 PM | Setting the scene for Ramadan 2023As the prolonged pandemic situation moved into bleaker shades, we continue to cherish Ramadan as a moment of reconnecting with ourselves and our beloved ones.This spirit resonates into various emotional and meaningful communication themes that establish positive connections during the fasting month.Kantar will accompany you on the Ramadan communication journey that evolves from time to time,sailing through sea-of change in pandemic storm, and anchored in the heart of Indonesian audience.
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04.15 - 04.30 PM | Closing by Country Head and Board of Director MMA Global-Indonesia
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Speakers
CEO, MMA Global APAC | Global Head of SMARTIES WW and BOD Asia Pacific MMA Global Asia Pacific |
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Who Should Attend?
- Brand Marketers
- Agencies (both creative and media)
- E-commerce players
- Ad Tech Companies
- Tele-Communication Industries
- Consultants
- Other Associations
Please click on the following links to see the highlights of our previous Ramadan Insights events:
Registration
| MMA Global Indonesia Ramadan Insights 2023 | Members | Non-members |
| Pricing | USD 100 | USD 150 |
| Register Now | Register Now |
Contact Information
For further information, contact [email protected]