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. Nitin Mehta, chief distribution officer – partnership distribution and head marketing, Bharti AXA LI, 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 today’s market, brands are more than just products or services; they are seen as partners in solving consumer problems. Brands are no longer launched as commodities but as holistic offerings that address the concerns of conscious consumers.
Historically, brand launches relied heavily on traditional media channels like television, print, and radio. These channels offered limited targeting and slow feedback. Building brand awareness and reputation was a gradual process.
The digital landscape has transformed brand launches. Social media, search engines, and content marketing allow brands to reach a global audience instantly. Engagement and feedback are rapid, and data analytics provide real-time insights into consumer behaviour, enabling agile marketing adjustments.
E-commerce has empowered brands to bypass traditional retail channels and build direct relationships with consumers. This direct-to-consumer model offers personalized experiences and stronger connections with the target audience.”
What are the recent best marketing or advertising campaigns you have seen and why?
Swiggy Instamart: ‘Yeh se leke woh tak’ campaign. The campaign highlights Swiggy Instamart`s extensive product catalog in a fun way and promise of delivering groceries under 10 minutes. Its playful way of showcasing the products reinforces Swiggy Instamart as the go-to place for everyone and also highlights the app`s user-friendly design.
Which brand in the last year has made the best use of digital and how?
Lufthansa’s ‘Teleportation Café’ offered customers a unique experience: the illusion of teleporting from Delhi to Europe. This immersive campaign aimed to evoke the excitement and anticipation of travel. Lufthansa’s innovative approach to engaging with customers sets it apart from traditional airline marketing.
In a post-Covid world, what are the dos and don’ts of digital marketing?
“The COVID-19 pandemic dramatically altered consumer behavior and expectations, reshaping the digital marketing landscape. This shift led to the emergence of digital-first brands across various product and service categories.
While a checklist of digital marketing dos and don’ts is valuable, it’s crucial to provide an omnichannel experience for brands operating both online and offline. This ensures a seamless customer journey across all channels.”
Here are some key dos and don’ts to consider in a post-Covid world:
Dos:
Focus on Empathy: Understand the challenges and concerns your audience is facing. Tailor your messaging to address their needs and provide value.
Prioritize Customer Experience: Ensure your website and digital channels are user-friendly, accessible, and provide a seamless customer journey and enablers to address customer concerns and provide a solution.
Leverage Video Marketing: Video content has become increasingly popular. Use platforms like YouTube, TikTok, and Instagram Reels to engage your audience visually.
Invest in Social Listening: Monitor social media conversations to understand customer sentiment, identify trends, and respond to queries promptly.
Embrace Omnichannel Marketing: Integrate your digital and traditional marketing efforts to create a cohesive customer experience across all channels.
Prioritize Data Privacy: As privacy concerns grow, ensure your digital marketing practices comply with regulations.
Don’ts:
Ignore Traditional Marketing: While digital marketing is essential, don’t neglect traditional channels like print, radio, and TV, especially if they align with your target audience.
Over-rely on Ads: While paid advertising can be effective, focus on building organic reach through content marketing, SEO, and social media engagement.
Neglect Email Marketing: Email remains a powerful tool for nurturing leads and building customer relationships.
Ignore Mobile Optimization: With the increasing use of smartphones, ensure your website and digital content are fully optimized for mobile devices.
Engage in clickbait or misleading tactics: Prioritize transparency and authenticity in your marketing efforts to build trust with your audience.
Fail to Measure and Analyze: Track key metrics to assess the effectiveness of your digital marketing campaigns and make data-driven adjustments.
One recent bad case of advertising you have seen, and why?
I believe there is no good or bad marketing but just learnings. Sometimes the strategy works, and sometimes it fails to deliver. This can be due to various parameters—unethical advertising, miss of cultural nuances, incorrect audience selection, etc.
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