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. Delphin Varghese, co-founder and chief business officer (CBO), AdCounty Media ,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-first era entails an omni-channel approach based on data-driven strategies which results in cost-effective marketing in contrast to conventional marketing methods wherein physical presence and traditional advertising techniques restrict reach, limit access and increase cost. The expansion of social media and the growth of digital commerce has made it possible for brands to have zero physical distribution and traditional media presence and launch effectively. Digital marketing has revolutionised branding in terms of the ‘consumer touch points’ that need to be catered to in order to boost acquisition and retention.
- What are the recent best marketing or advertising campaigns you have seen and why?
Dove’s latest #TurnYourBack campaign that took a stand against unrealistic beauty standards was beyond commendable. The ad showcases women turning their backs on the ‘Bold Glamour’ filter and embracing natural beauty. The ad was a huge success as it advocated ‘authenticity’ and established a personal connection with female consumers who then promoted the brand online. Another meaningful campaign that resonated well with the audience was Nike’s “Don’t Sweat The Tech-nique” campaign which celebrates the company’s 10-year milestone. The campaign features stalwarts of the sports world, namely footballer Eerling Haaland, athlete Phil Foden, Wimbledon-winner Carlos Alcaraz, and tennis champion Naomi Osaka. The fact that the campaign promotes the recycling of materials and entails meaningful storytelling by renowned sports personnel made it a huge success.
- Which brand in the last year has made the best use of digital and how?
From Amazon to Adidas, several companies have aced their digital presence and have set the right example of digital transformation. Keeping personalisation at its core, Adidas boosted customer satisfaction and in turn increased brand loyalty and retention. Moreover, it also leveraged social media to engage with its target audience and launched interactive campaigns like “Impossible Is Nothing” during the FIFA World Cup in Qatar which commemorates the love that unites football players and fans from all over the globe. Tech behemoth, Amazon worked wonders in the digital sphere by launching ad campaigns that highlight product or service features in an attempt to showcase value to customers. From Amazon Prime benefits to Amazon Plus Alexa campaigns highlighting their simplistic voice navigation feature, the brand has continuously expanded its influence in various sectors such as online retail, shipping and delivery services, online payment platforms, technology advancement, and over-the-top (OTT) content through a series of diverse marketing campaigns throughout the year.
- In a post-Covid world, what are the dos and don’ts of digital marketing?
The landscape of digital marketing has evolved and marketers need to adapt to the changing circumstances. Here are a few things that need to be borne in mind to ensure creation and implementation of a successful marketing strategy.
The Dos of digital marketing include:
- Establishing a solid online presence through omnichannel marketing ensures that a consistent brand statement is propagated to the target audience across all channels.
- Focusing on Content marketing and creating good quality content that resonates with potential consumers is crucial for all brands.
- Hyper-personalisation of marketing campaigns to enhance reliability and authenticity.
- Ensuring that the website and mail are optimised for mobile and opting for mobile ad campaigns like in-app ads and mobile search ads.
The Don’ts of digital marketing include:
- Not paying attention to data privacy regulations like GDPR and CCPA. Consent-oriented data collection and usage is primary.
- Ignoring SEO: This is vital for site visibility.
- Bombarding your audience with too many messages
- Neglecting reviews and feedback: Address customer concerns and use feedback to improve your products or services.