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A Quick Guide to Muslim Digital Marketing and Purchase Intention

A Quick Guide to Muslim Digital Marketing and Purchase Intention

Written by Alwi Sulieman, Marketing Lead at Muslim Ad Network (MAN).

Muslim digital marketing agency, Muslim Ad Network recently published the first comprehensive and extensive guide to understanding, engaging, and converting Muslim audiences into customers. This article is an extraction from the 127-page guide about the size and potential of the Muslim market and why many brands fail in their digital marketing strategy when it comes to penetrating this market.

The Halal Economy is Worth $3 Trillion!

Online Muslim consumer outreach has always been difficult, costly, and time-consuming. Customers are also frustrated because they believe Muslims are not being heard or, if they are, are not being understood. Big and small firms have made numerous unsuccessful attempts to appeal to and win over Muslim consumers.

Muslim Consumer Market Stats

Halal is worth $634bn (£432bn) which is 16% of the global food market.

Source: Nestlé

There are 1.57 billion Muslims living in the world today.

Source: US’ Pew Business Center

Islamic products and services that conform to Islamic Law are worth $2 trillion (£1.3 trillion)

annually.

Source: marketingweek.com

Muslims are predicted to account for 30% of the world’s population by 2025.

Source: marketingweek.com

What is Driving Growth in the Halal Economy?

The Muslim Population Size and Growth Rate

“The Muslim population is forecast to grow at about twice the rate of the non-Muslim population over the next two decades – an average annual growth rate of 1.5% for Muslims, compared with 0.7% for non-Muslims”

Source: Pew Research Center

This indicates that by 2030, Muslims will make up more than a quarter of the global population. Even without considering the Muslim population’s exponential increase, every businessperson will tell you that population growth is advantageous for their industry.

The Muslim Population is Young and More Aware of Its Islamic Identity

People under the age of 30 make up about 66 percent of the Muslim population. Customers in this market are looking for brands that respect their religious beliefs and goals.

Your company has the chance to give people a platform to express themselves outside of preconceived notions.

Muslims are Becoming More Digitally Connected

Just like with everyone else, COVID-19 has impacted Muslim consumer behavior – and for good. The social distancing measures have contributed to more cross-border e-commerce and mobile commerce.

This has added impetus to the demand for pragmatic, digital Islamic economy solutions. The

demand covers various sectors from Islamic finance and halal food to Islamic lifestyle products

and services.

The One Reason Brands Have not Tapped into the Muslim Consumer Market Effectively So Far

With the internet becoming more accessible in Muslim homes, Muslim consumers’ shopping

is shifting drastically from traditional in-store shopping to online shopping. Moreover, online

shopping is more common among online users, as it is suitable for Muslim consumers who live busy lifestyles.

Muslim Online Purchase Intention

We must examine internal impacts as well as external influences and online shopping experiences if we want to comprehend the aspects that influence Muslim customers’ intentions to purchase online.

Most businesses skip over this step or even fail to recognize that it ought to be a significant component of their web marketing to Muslims.

Internal Influences

Social conventions, culture, and lifestyle have a significant impact on perception and attitude, but in the case of Muslim consumers, their religious beliefs and rules have a much greater impact.

In order to develop precise digital marketing strategies and targeting, you would need to grasp these beliefs and attitudes as the owner or marketer of a company that caters to Muslims.

External Influences

Purchase intention is also influenced by outside circumstances. Examples of external variables include color, layout, social perspectives, and overall user experience.

A history or experience with online shopping gives the user a sense of ease and familiarizes them with its benefits. This in turn affects the decision to buy.

Where Does Digital Marketing Come into Play?

It’s not difficult to determine the answer to this query. Three factors are depicted in the model above as influencing the Muslim consumer’s intention to make an online purchase. Only one of the three factors—internal influences—cannot be significantly changed by digital marketing in the near term.

Business owners and marketers have a great chance to persuade Muslim consumers to buy their goods or services thanks to the other two factors. Muslim customers’ emotional responses to a brand are, however, largely a result of internal factors. Many large brands have struggled in this area while trying to appeal to Muslim consumers.

There has been a lot of discussion on how major corporations turn away Muslim customers by failing to comprehend their values and ultimately insulting them through their advertising. They, therefore, fall short on the internal influence front since some of the initiatives they execute may not be consistent with Islamic principles.

The recent Nike ad, “You Can’t Stop Us”, that shows a Muslim skateboarder in a niqaab (face veil) transforming into a short-haired LGBTQ person is yet another example. What affected Muslims even more, are the words “and if we don’t fit the sport, we’ll change the sport”. It does not take a genius to read between the lines there.

If you’re wondering what the big deal is when you read this, just flip the script and make an LGBTQ person into a niqabi. Then, just sit back and envision the outcry. However, these brands also fall short when it comes to outside factors and shopping encounters.

Their campaigns have the appearance of short-term exploitation of a seasonal opportunity, like Ramadan, for instance. An established brand that one is accustomed to suddenly has a mosque-like appearance.

This gives the impression that the brand doesn’t really care about Muslim customers or take an effort to understand them, and that Muslims are being used as a scapegoat.

This problem affects customers in general, not just Muslims. A study from the Wharton University of Pennsylvania demonstrated how devoted customers were leaving companies they had been purchasing from since they were young because they had changed too much.

In the 2019 article ‘Nostalgia Is Not Enough: Why Consumers Abandon Legacy Brands, Santiago Gallino, a Wharton Professor of Operations, explains that Sears ended a nine-decade presence in Lincoln, Nebraska, but also closed two stores in Colorado. The brand had lost touch with the consumer because it had changed too much.

Where then does digital marketing fit in? The three factors—internal influences, external influences, and internet purchasing experiences—all play a role, especially for Muslim consumers.

Most marketers focus their efforts on outside variables. Retargeting users is one of the most often used strategies in the eCommerce industry for identifying and tracking the purchase intent of those who left their shopping cart unattended online. Those who don’t use eCommerce will direct customers to particular pages that indicate the user is interested in buying the solutions they provide.

There is obviously a need to be strong on all three of them in order to effectively market to Muslim consumers.

If you liked this chapter please download the Muslim Consumer Guide Ebook below to read more : https://www.muslimadnetwork.com/muslim-consumer-market-guide/

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