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. Shilpi Kapoor, chief marketing officer, Airtel Payments Bank, 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?
In this digital era, products and brand launches have undergone a profound transformation compared to earlier periods. Technological advancements and the widespread use of the internet have altered the way businesses introduce their offerings to the market.
Consumer expectations have evolved to an extent where they want to be ‘treated as an individual rather than a data point.’ The prevailing sentiment among customers today is, ‘Don’t simply talk about your product; show me how you or your product can address my needs and solve my problems.’
Further, the geographical constraints that once confined the product or brand launches to local events or gradual rollouts have been obliterated thanks to the digital revolution. Brands now can launch products globally, instantly reaching a vast audience. Through the power of digital platforms, brands can transcend borders and time zones, connecting with consumers worldwide.
Moreover, earlier communication with consumers was slow and one-directional, inhibiting quick responses to market dynamics. Today, consumers expect ‘AAA – Anytime, Anywhere and Any Device engagement.’ Brands now have the capability to instantly engage with their audience, addressing concerns, answering queries, and leveraging user-generated content. This shift is evident in the contemporary consumer expectation: “I tweeted 10 minutes ago, why has no one responded to me?”
By capturing this real-time dynamic, brands can not only foster stronger relationships with their customers but also stay agile in addressing their ever-changing needs and preferences. This heightened level of engagement reflects a fundamental shift in how brands and consumers interact, emphasising the pivotal role of instantaneous, responsive communication in the digital marketplace.
Traditionally, market research was time-consuming and costly, relying on surveys, focus groups, and other conventional methods to understand consumer behaviour. However, in today’s digital age, unparalleled access to consumer data is available. Companies can analyze online behaviour, track social media metrics, and utilise advanced analytics to gain profound insights into their audience. This data-driven approach facilitates informed decision-making, personalised marketing strategies and targeted product launches.
The digital age has irrefutably revolutionised product and brand launches. With global reach, real-time engagement and data-driven insights, companies now possess an array of tools to create impactful launches. Incorporating influencer marketing, dominating e-commerce and hosting virtual events further amplify their reach. Embracing these digital strategies is imperative for businesses aiming to thrive in an ever-evolving global market.
What are the recent best marketing or advertising campaigns you have seen, and why?
For me, L’Oréal’s #ImWorthIt campaign has stood out in recent times. When the entire world is moving towards airbrushed pictures, Instagram filters and Gram Worthy content, it’s a bold move for a cosmetic brand to collaborate with a globally acclaimed celebrity like Kate Winslet to advocate being real #being yourself and making your scars your stars. The campaign not only advocates for self-worth but also underscores the significance of embracing one’s true self. It has taken a bold call to address the need to be picture-perfect, flawless and filtered.
Which brand in the last year has made the best use of digital, and how?
Ariel’s #ShareTheLoad initiative is a remarkable demonstration of leveraging digital platforms to addresses the issue of gender specific roles, particularly the prevailing belief that laundry is exclusively a task for women. The campaign boldly addressed the unconscious bias ingrained in household tasks, shedding light on the unspoken tensions these stereotypes create within relationships. Through its strategy I feel, the utilisation of digital platforms and collaborations with content creators, Ariel’s #ShareTheLoad campaign not only marketed a product but also played a role in fostering a cultural transformation towards more equitable sharing of household chores.
In a post-Covid world, what are the dos and don’ts of digital marketing?
Post-COVID, consumer behaviours has undergone a profound transformation, with everyday activities like grocery shopping shifting online for convenience. Concerns around safety and convenience now heavily influence purchasing decisions. Even basic services such as banking have evolved, allowing digital account opening and real-time money transfers, while medical facilities are now accessed online.
The key to successful marketing post-pandemic lies in being present where the customers are – predominantly online. Millennials and Gen Z engage with content online, while Gen X and baby boomers still rely on TV consumption.
Further, there is a noticeable trend towards DIY installations for furniture and services, with consumers preferring online support over in-person technician visits. FMCG companies are adapting by employing chatbots for FAQs and providing how-to videos on their digital channels. For marketers, adapting to this new landscape means prioritising online presence, tailoring content to different demographics, and emphasising safety and convenience in product or service offerings. Investing in digital customer support and interactive content like how-to guides becomes crucial in catering to evolving consumer preferences post-pandemic.
This revision provides a more structured and detailed overview of the shifts in consumer behavior post-pandemic and offers clearer advice for marketers on how to adapt their strategies.
One recent bad case of advertising you have seen, and why?
Considering the significant efforts put in by advertisers and creative teams to develop communication pieces before reaching consumers, I hold the belief that no team deliberately produces subpar communication. However, I am not in favour of celebrity endorsements for high-calorie fast foods in today’s context. Eighty-five percent of children in metropolitan areas are obese and seldom engage in physical activities in this digital age. When celebrities, who serve as role models, endorse unhealthy junk food, it sets a wrong example for today’s generation.
Another concerning example is the marketing of fairness creams or cosmetics, promising guaranteed attention from the opposite gender upon using their products.