By Farah Basmaji, executive at OMG Transact, the e-commerce agency of Omnicom Media Group
Ramadan is more than a moment. It’s a crucial season in brands’ calendars as well as consumers’. Allocating close to 40 per cent of their advertising budgets, the region’s retailers scramble to increase their volume or revenue share in those four weeks.
Yet, e-commerce advertising and media during the Holy Month often rely on traditional recipes and content, ignoring the latest trends in consumer shopping behaviour.
When Covid-19 pushed consumers and businesses to transact online, retailers had to adopt and adapt their online c
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