The pandemic has brought about notable shifts across industries, and the case has been no different for marketing. Today, digital marketing has become a crucial aspect to acquire new customers and retain existing ones. In our weekly BrandWagon Ad Talk series, industry experts highlight what has changed over the past two years and more importantly, are these changes here to stay. Atul Monga, co-founder and CEO, Basic Home Loan, talks to BrandWagon Online, about the dos and don’ts of digital marketing, best marketing campaigns, and more.
What is the difference between launching a brand in today’s digital era versus earlier?
Launching a brand in today’s digital era differs significantly from earlier times due to the pervasive influence of technology and online platforms. Previously, brand exposure relied on traditional advertising channels such as print, TV and radio, often requiring substantial budgets. Now, with social media, e-commerce and search engines, brands can reach a global audience inexpensively. Direct engagement with consumers through platforms such as Instagram and TikTok is also prevalent, enabling real-time feedback and community-building. Additionally, data analytics provides invaluable insights for targeted marketing strategies. In essence, the digital era offers unprecedented opportunities for brand visibility, interaction and adaptability, revolutionising the way brands establish themselves in the market. Such as our campaign ‘Tarakki Pakki’, leverages online platforms like YouTube for targeted, interactive marketing. This shift allows for real-time feedback, tailored messaging and lowered barriers to entry.
What are the recent best marketing or advertising campaigns you have seen and why?
The recent best marketing campaign is Ikea’s “Proudly Second Best” campaign. This campaign is particularly impactful for several reasons. The main brilliance lies in its subtlety, which might be easily overlooked upon first viewing. The campaign consists of three short video clips, each depicting a heartwarming scene between a parent and their child, accompanied by the words “Proudly second best.”
Upon closer look, it becomes evident that in each ad, one of Ikea’s most popular products is intentionally left empty, prioritising the presence of the parent over the product itself. This subtle but powerful message resonates deeply, emphasising the importance of family and the value of spending quality time together. This approach not only showcases Ikea’s products but also highlights their commitment to fostering meaningful connections and experiences within the family unit. The campaign’s timing, coinciding with Mother’s Day, adds an extra layer of emotional resonance, making it a truly impactful and memorable marketing effort.
Which brand in the last year has made the best use of digital and how?
Zomato’s exceptional digital campaign effectiveness in the past year sets it apart in the food delivery industry. Through engaging social media content that resonates with a younger demographic, personalised email marketing for tailored recommendations and leveraging user-generated reviews for authenticity, Zomato has effectively connected with its audience. Real-time customer support and targeted advertising further enhance the customer experience. Initiatives like the Zomato Premier League creatively combined cricket and food delivery, actively engaging users. This comprehensive digital strategy, blending humour, relevance, user engagement and excellent customer service, has solidified Zomato’s brand presence and recall in the competitive market.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In the post-Covid era, digital marketing remains a crucial tool for reaching and engaging audiences. Authenticity and utility are key. Brands must genuinely empathise with their audience’s experiences and create genuinely helpful content. Additionally, it’s essential to optimise websites and apps for mobile usage since that’s where the majority of people are browsing.
Smart utilisation of data ensures that the right audience sees the right ads at the right time, but it’s vital not to inundate people with excessive messages, as it can lead to disengagement. Transparency in data usage is also critical, as online privacy concerns are widespread.
Furthermore, it’s worth noting that video content often captures people’s attention more effectively than mere text or images.
For instance, consider the campaign we launched two years ago, “Ghar ka loan ab BASIC Hai.” It conveyed a sense of warmth and addressed the newfound significance of homes as not only living spaces but also remote work locations.
One recent bad case of advertising you have seen, and why?
A recent advertising incident concerning the India vs Pakistan World Cup match in Ahmedabad, Gujarat has raised significant concerns. The front page of Ahmedabad Times featured an ad from MakeMyTrip and Homestays and Villas, offering an “open invitation to Pakistani fans” with discount coupons linked to specific conditions, including Pakistan’s performance in the cricket match. This ad ignited controversy and faced widespread criticism. Homestays and Villas, via a social media statement, distanced themselves from the ad, condemning it as “absolutely disgraceful” and attributing it to MakeMyTrip. They clarified their policy on accommodating Pakistani citizens, emphasising their allegiance to their country over business interests. This incident is troubling as it fosters division and nationality-based discrimination, running counter to principles of inclusivity and fairness. It also casts a negative light on both MakeMyTrip and Homestays and Villas, underscoring a lapse in oversight and responsibility in their marketing strategy. This incident reminds us how important it is to be careful and thoughtful when advertising, especially in situations involving sensitive issues.