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. Mini Sood Banerjee, assistant director and head of marketing, Amorepacific India (Innisfree and Laneige), talks to BrandWagon Online about the dos and don’ts of digital marketing, best marketing campaigns, and more.
What’s the difference between launching a brand in today’s digital era versus earlier?
Launching a brand today significantly differs from earlier times, due to technological advancements, shifts in consumer behaviour and increased industry competition. Earlier, brands relied heavily on traditional channels like print, online, and in-store promotions to create awareness, however, the internet has revolutionized how brands reach and engage with its consumers. A strong online presence is now essential encompassing websites and social media. Digital platforms enable rapid testing and iteration, allowing brands to adjust their real-time strategies. Today’s consumers also value authenticity and transparency, making it vital for brands to communicate their values and ethics. As a result, effective storytelling and staying relevant in the market have become crucial components of brand success.
What are the recent best marketing or advertising campaigns seen and why?
I’ve been blown away by the Barbie movie’s digital campaign! As a marketer, it’s refreshing to see brands seamlessly collaborating to foster community engagement. From Airbnb listing ‘Barbie’s Dreamhouse’ for rent on its platform to Barbiemania graphics spread across the globe, the movie’s marketing tactics have made a subsequent mark on the industry.
Which brand in the last year has made the best use of digital and how?
I like the Gatorade Turf Finder campaign. Gatorade, PepsiCo India’s hydration brand, has introduced its ‘Turf Finder’ initiative to promote the love and will for playing sports, amidst the hustle and bustle of India’s metropolitan areas. Addressing the scarcity of recreational space in urban India, Gatorade’s Turf Finder initiative is committed to finding places to play, wherever and whenever space permits in the city. Utilising Google Maps data, Gatorade will pinpoint appropriate locations, including vacant parking lots or empty streets, and transform them into accessible playing areas for citizens across India’s metropolitan cities. I think this is a great ad and the best use of digital and helps people to be physically active.
In a post-Covid world, what are the dos and don’ts of digital marketing?
As consumers increasingly shift online, brands progressively allocate resources to digital marketing strategies, to effectively target their audience. However, capturing attention and fostering genuine connections are two distinct challenges. Modern-day consumers seek authentic relationships and tailored experiences. By leveraging data and analytics, brands can better understand their audience’s needs and preferences, allowing them to create content that highlights their story, values, and commitment to social responsibility. Utilising social media and influencer partnerships can significantly enhance brand awareness and credibility, helping to forge personal connections with consumers.
It is important for brands not to resort to a standard one-size-fits-all approach. Their communication should be more customer oriented and campaigns should be more focused. Identifying relevant trends within your niche is also crucial. Trying to tap into every trend can overwhelm consumers, especially as they are now more sensitive to hard-selling tactics. By being selective and strategic, brands can create meaningful interactions that foster loyalty and trust in a crowded digital landscape.
Can you recall a recent instance of a poorly executed advertising campaign and explain why it fell short?
In 2023, when Levi’s introduced AI-generated models in its advertising campaign to promote inclusivity by showcasing a range of body types and skin tones, was met with criticism for its shortcomings in authenticity with most people feeling that it should have used real inclusive differences in the models instead. All of this stirred up bigger discussions about where the line should be drawn on digital representation and genuine connections, as the brand failed to foster real-time relevance.