2025 is shaping up to be a pivotal year for marketing strategies as brands adapt to shifting consumer behaviors. Insights from notable companies like Matt Sleeps and Almarai reveal innovative approaches to engaging customers during key seasonal events like Black Friday and Ramadan.
Black Friday has evolved from being just one day of deals to becoming an entire season of shopping. Maikel Purvis, responsible for digital channels at Matt Sleeps, emphasized this transformation. "Black Friday isn’t just a single day; it is now a season," he stated. This shift reflects how consumers are now less likely to wait for the day itself to spend their money, making earlier engagement strategies increasingly important.
To prepare for the 2024 shopping peak, Matt Sleeps implemented a comprehensive full-funnel marketing approach. Purvis and his team recognized the necessity of connecting with potential customers before the peak season began. They worked with Google and their agency, Roots Network, to develop tactics focused on brand awareness. By investing in top-of-funnel activities, they reached audiences who might not have previously heard of the brand.
During the weeks leading up to Black Friday, they used targeted messaging and video campaigns aimed at piquing curiosity about their mattresses. The intent was to transition from generic searches such as 'best mattress' to branded searches like 'Matt Sleeps mattress', as consumers became more aware of their options. Purvis noted, "We proved with the right strategy and the right tools, you can achieve remarkable results, even with a small team." Their results were impressive, with purchases from Google Ads tripling compared to the previous year.
To capture the varying stages of the customer decision-making process, Purvis's strategy intensified as Black Friday approached. The middle of the funnel focused on engaging high-intent shoppers through dynamic content and user-generated testimonials. This continued the narrative drawn from brand awareness efforts, reinforcing why consumers should choose Matt Sleeps when considering their next mattress purchase.
Meanwhile, Almarai, the MENA region's leading dairy company, took its approach to marketing during Ramadan to new heights by moving away from traditional advertising. Nabil Sleiman, who heads marketing communications, introduced the 'non-sponsored sponsorship' strategy for their Ramadan campaign. Rather than traditional TV spots, they opted to align ads with desirable YouTube content watched during the holy month.
With 57% of residents in UAE and Saudi Arabia increasing their grocery spending during Ramadan, competition reached new heights - propelling Almarai to innovate. Their focus on YouTube allowed them to connect with viewers during peak viewing moments, particularly around iftar. "Mixing smart, creative marketing with the speed of AI? That's a recipe for success, for sure," Sleiman remarked, emphasizing how audience engagement strategies capitalized on timely content.
Through thorough analytics and audience research, Almarai created over 1,200 unique ads suitable for different viewer interests. Leveraging AI was key to designing relevant advertisements for diverse cooking and recipe-related programs. This helped avoid viewer fatigue and ensured ads were timely and engaging, nurturing their interest and mirroring the Ramadan spirit.
The campaign aimed not just for visibility, but genuine connection, drawing on the popularity of cooking content during this time. Almarai targeted specific products to accompany high-engagement shows. Utilizing real-time analytics and audience behavior, they secured impressive metrics, reaching 29.4 million people and ensuring 56.8% of those viewers watched their ads to completion.
Both companies exemplified how adapting marketing strategies is more than just following trends; it's about fostering relationships and capturing consumer minds before they even enter the buying stage. With significant events now reshaping consumer behavior, integrating digital marketing efforts as part of these plans will become the norm.
Looking forward, retailers will benefit from continuing to blend creativity with analytical insights, developing efficient strategies aimed at building consumer trust and awareness. The race to innovate and capture mindshare will be more competitive than ever, illustrating the importance of agility and responsiveness to shifts within consumer sentiment.
For 2025, brands must not only adjust to these trends, but embrace them, preparing for the rich opportunities lurking within changing consumer behaviors during significant events throughout the year.