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 in order 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. Kunal Sharma, head of marketing and business head modern trade and ecommerce, KRBL Limited, talks to BrandWagon Online, about the dos and don’ts of digital marketing, best marketing campaigns, and more.
1. What is the difference between launching a brand in today’s digital era versus earlier?
In today’s digital era, launching a brand differs significantly from earlier times, while the core principles of effective communication and engagement remain timeless.
With the rise of social commerce, and e-commerce, brands can now launch without extensive physical presence or massive capital investment, which has democratized brand launches. Even for bigger brands like India Gate, while Basmati Rice is a channel-sold commodity, we have witnessed remarkable growth in ecommerce revenue contribution this year doubling from 4% to 8%.
Targeting capabilities of digital media enable precise audience segmentation, reducing the imminent need for large advertising budgets. However, amidst digital noise, compelling storytelling remains crucial for capturing audience attention and loyalty.
Launching a brand today is a dynamic and data-driven endeavor. While exciting opportunities exist, navigating the digital landscape requires a strategic approach, constant adaptation, and a deep understanding of your target audience.
2. What are the recent best marketing or advertising campaigns you have seen and why?
For any marketer, determining the standout marketing campaigns in recent times is always a subjective task, considering the diverse factors at play. Yet, there are a few that undeniably captivated audiences and left a lasting impression. Personally for me, there have been a few.
CRED’s “Not Everyone Gets It” campaign – With its witty communication and strategic celebrity endorsements, it brilliantly targeted a premium audience, effectively conveying the exclusivity of the platform.
Spotify India’s “Equalizer” campaign – It struck a chord by emphasizing music’s role in promoting gender equality, resonating deeply with music enthusiasts nationwide.
Lastly, Zomato’s “Emergency Heroes” campaign – This one showcased the brand’s human side, celebrating delivery personnel as real-life heroes and connecting with customers on an emotional level during challenging times.
And there definitely are more…
These campaigns exemplified the power of emotional storytelling, social awareness, and innovative strategies in achieving marketing success.
3. Which brand in the last year has made the best use of digital and how?
I’m really enthusiastic about the omnichannel world we’re embracing, and would like to highlight a brand that’s excelling in this realm.
Amazon’s digital marketing efforts have been truly impressive, showcasing a diverse array of campaigns throughout the year. From promoting Amazon Prime benefits to launching Alexa campaigns and highlighting Amazon Pay, they’ve consistently delivered impactful messages. Their strategy focuses on timely and relevant features, contributing to continuous growth and brand enhancement.
What sets Amazon apart is its ability to integrate multiple offerings within single campaigns, delivering value to consumers. For instance, their Amazon plus Alexa campaigns seamlessly navigate viewers through the extensive product catalog using voice commands. Moreover, Amazon Pay campaigns not only cater to end consumers but also consider the benefits for vendor partners.
Through these strategic campaigns, Amazon has solidified its presence across e-commerce, logistics, payment portals, tech enablement, and OTT. As a result, it has become the largest digital ecosystem and marketplace, attracting record numbers of visitors and achieving widespread penetration.
4. In a post-Covid world, what are the dos and don’ts of digital marketing?
One key thing that stands-out post-COVID-19 is that it’s imperative to approach our marketing strategies with a human touch. Empathy should be at the forefront of our messaging, acknowledging the ongoing impact of the pandemic and offering genuine solutions and support to our audience.
Flexibility is also crucial; we must be agile in adapting our campaigns as circumstances evolve, always staying attuned to changing consumer sentiment.
With the majority of interactions now happening online, prioritizing seamless and engaging digital experiences is paramount.
Leveraging data allows us to better understand our audience’s evolving needs and preferences, & utilising AI now is enabling us to personalize our marketing efforts effectively.
By adhering to these principles, we can navigate the post-pandemic digital landscape authentically and achieve our marketing goals with integrity and effectiveness.
5. One recent bad case of advertising you have seen, and why?
Let’s first talk about the unsung heroes of advertising: the creative teams. They’re the wizards behind the scenes, pouring their hearts into crafting captivating messages long before they grace our screens. Every project begins with the aim to wow us, not to flop.
On the flip side, there’s False Advertising, a big no-no in marketing. It involves spreading dishonest, incorrect, and misleading information to sell products and services. Trust me, it’s a slippery slope that can lead to a marketing disaster faster than you can blink. It’s like playing with fire, and anyone with common sense would steer clear of it.