As Ramadan comes to a close, we reflect on this year’s insights and main takeaways. We’ve seen significant growth in online marketing in the Middle East and North Africa (MENA) region, with over 175 million internet users as reported by Hootsuite, which represents over 58% of the population. This presents an enormous opportunity for businesses to leverage digital marketing to reach their target audience and grow their businesses. In this Ramadan blog series, we will explore some of the key digital marketing insights in the Arab world in 2023:
Social Media is King
Social media is the most popular online activity during Ramadan. Meta (Instagram & Facebook) is the most widely used social media platform, followed by YouTube, Twitter, and LinkedIn. Facebook has over 97 million active users in the Arab world, and Instagram has also gained popularity in recent years, particularly among younger audiences. Influencer marketing has become a significant trend on social media, with businesses partnering with social media influencers to promote their products or services.
According to Meta, 77% of Ramadan shoppers or observers have purchased a consumer goods product they discovered via personalized ads on social media.
Twitter reported an increase of 18% in tweets during the month. Moreover, Twitter users also consumed 17% more video content.
Arabic Language is Key
Arabic is the official language in the region, and it is crucial for businesses to communicate in Arabic to connect with their target audience. In fact, more than 600 million internet users are Arabic speakers. Marketers are presented with a significant opportunity to communicate effectively in Arabic to connect with their target audience.
According to a Google MENA spokesperson, ‘There’s a huge gap between the number of people who speak Arabic and the amount of content available online”
Mobile is the Future
Mobile devices are the primary means of accessing the internet. 60% of Google searches are done on mobile in Ramadan according to Global Web Index. This presents an enormous opportunity for businesses to develop mobile-friendly websites and mobile apps to connect with their target audience.
According to a Mckinsey study, Middle Eastern consumers are mobile-first: they overwhelmingly favor mobile apps as their preferred channel.
E-commerce is on the Rise
E-commerce is rapidly growing in the Arab world, with consumers increasingly turning to online shopping. According to a study by PayPal, e-commerce sales in the Arab world reached $69 billion in 2020, with an estimated 209 million consumers transitioning to online shopping during the height of the pandemic. This presents a significant opportunity for businesses to develop their online presence and offer their products or services through e-commerce platforms.
Mobile commerce is fast becoming consumers’ preferred shopping channel. As mobile searches overtake desktop––61% of Google search results now come from a mobile device––increasing numbers of shoppers are tapping Buy on their devices
Video Content is Popular
Video content is gaining popularity, with YouTube being the second most popular social media platform in the region. According to a report by Ipsos, 70% of internet users in Saudi Arabia watch online videos every day, with the majority of videos being consumed on mobile devices. This presents an opportunity for businesses to develop engaging video content to reach their target audience.
According to Google, people in the Middle East and North Africa (MENA) spend 63% more time watching online videos during Ramadan than at any other time in the year.
Influencer Marketing is on the Rise
Influencer marketing has become increasingly popular, with more businesses partnering with social media influencers to promote their products or services. According to a report by BPG Group, 84% of people in the Arab world follow social media influencers, and 40% of them have made a purchase based on an influencer’s recommendation. This presents a significant opportunity for businesses to leverage influencer marketing to connect with their target audience.
Localization is Key
Localization is crucial for businesses to connect with their target audience in the Arab world. This includes not only language but also cultural nuances, such as customs and traditions. Businesses need to ensure that their digital marketing campaigns are tailored to the local market to effectively reach their target audience. This is certainly crucial during the holy month when marketers need to put more effort into connecting with observers.
The Arab world presents an enormous opportunity for businesses to leverage digital marketing to reach their target audience and grow their businesses. Social media, mobile devices, e-commerce, video content, influencer marketing, and localization are all key factors for businesses to consider when developing their digital marketing strategy. By understanding these insights, businesses can effectively connect with their audience and achieve success.
