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2024 begins with exciting conditions for both brands and marketers in Southeast Asia. With the Lunar New Year and Ramadan festivals just around the corner, people in Southeast Asia are filled with joy and eagerly preparing for the festive period.
In this article, we look back at some of the key consumer trends observed during the 2023 holiday season and how they can help you develop a sharp, strong, and effective Christmas marketing strategy for 2024. Masu.
emotions and spending
During the 2023 holiday shopping season, 90% and 82% of Southeast Asian shoppers said they will increase or maintain their online and offline shopping budgets compared to the previous year (2022), respectively.
Furthermore, as Southeast Asians approach the 2023 holiday season, more than half of shoppers report that they are still deciding on a brand, with 67% of such shoppers choosing mid-to-high price points. showed a tendency to spend between
What this means for marketers planning for the 2024 Christmas season
It is important to be present on both online and offline channels. Hybrid shopping is growing in popularity, where consumers are more likely to engage with brands across different mediums. Therefore, it’s important for brands to build a consistent and engaging experience across channels.
Similarly, presence and persuasion are important throughout the shopper journey. Consumers think and behave differently at every stage of the shopping journey, and brands need to tailor their communications and experiences to the decision stage. Over the past few years, consumers have become more discerning and continue to research and explore brands online on mobile. They also tend to spend money once they find what they want.
Considering this, brands that provide the right mobile experience and continuously engage with their users are sure to win hearts and minds. Presence and persuasion make a big difference.
major shopping media
There is no doubt that mobile was at the center of hybrid shopping during the 2023 holiday sales season in Southeast Asia. From learning about sales and offers, researching products and brands, to finally making the purchase decision, mobile was present every step of the way.
What this means for marketers planning for the 2024 Christmas season
Mobile-first brands will be the winners. Brands that offer innovative and personalized mobile experiences will capture the attention of their audience, regardless of where they are in their shopping journey.
time involved
It’s no secret that people in Southeast Asia spend more time on their mobile phones than in most other parts of the world. Shopping is one of the important activities done on the phone throughout the day.However, the peak is in the evening. And there is a clear spike later in the day. Activity during the holiday season peaked around double-digit shopping festivals and sales, such as Singles’ Day (November 11) and Black Friday. A similar surge is expected in Southeast Asia, as major e-commerce companies plan sales on February and March 3, 2002, ahead of Lunar New Year and Ramadan, respectively. For Southeast Asians, discovery, research, and purchases occur most often before and after these sales events.
Here’s what marketers are planning for the 2024 Christmas season
Timely, targeted experiences drive impact. Attending the right audience at the right time for key sales events creates memorable experiences and fosters meaningful connections.
A brand that shines on mobile
If you’re a marketer looking for some festive marketing inspiration, here are two great success stories. Let’s check out two brands that achieved great results during Indonesia’s holiday season.
The wonders of the Walls: Promoting togetherness during Ramadan
After two years of remote celebrations, the wave of travel to Mudik during the month of Ramadan is back in full swing. Walls wanted to rise above the hustle and bustle of the season and truly participate in Indonesian family reunions while promoting their recently relaunched popular family-sharing ice cream tub, Vienetta. The brand has created an engaging and contextual campaign to draw Indonesian festive travelers to their city.
Through sharp audience and location targeting with contextual messaging in local languages, the brand brought joy directly from mobile, ultimately driving footfall and visits. 51% of engaged users got directions to the nearest store and 49% of engaged users visited an online store. This result can only be described as surprising.
Indofood Freiss’s novel approach: launching powerful packaging
During Ramadan 2023, Indofood Fries has launched new packaging with features that will delight Indonesians who love using syrups in their suhoor and iftar recipes. Industry-first spill-proof technology makes storage more manageable and cooking much less tedious.
To increase awareness, excitement, and purchase of this package, the brand is launching a mobile-first campaign that will provide Indonesians with a live stream of mouth-watering dishes before they unlock their phones during fast-breaking hours. It was started. Then, offering a sampling experience with a fun sale drove purchases, achieving 102% of his coupon redemption goals.
A three-part festival formula for marketers
Insights from the 2023 holiday shopping season and stories of brands finding success during the holiday period tell us:
1. Understanding emotions gives you relevant experiences: Knowing your festive consumers and putting their emotions at the center of your brand’s communications leads to a natural connection with your audience.
2. Engagement across every mobile touchpoint drives instant impact: Opportunities exist on every screen, from the mobile homepage to the app ecosystem.
3. Technology, timeliness, and targeting make up great experiences: It’s important to leverage these tools to create powerful, meaningful, and impactful experiences for the right audience at the right time.
With this, I hope you have a successful Lunar New Year and Ramadan.
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