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 the past two years and more importantly, are these changes here to stay. In our weekly BrandWagon Ad Talk series, industry experts highlight what has changed over Rishi Sharma, CMO, Bonito Designs, 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?
I believe that launching a brand in today’s digital landscape diverges significantly from traditional methods. Previously, print, television, and word-of-mouth were the main avenues to connect with the audiences, with brand campaigns and activities meticulously planned well in advance. The metrics solely relied on sales figures and market share. However, brands now have a variety of digital tools and platforms at their disposal.
Marketers can now do quick campaign launches and run various discounts and offers to reach their audience wider. The metrics are measured through website traffic, social media engagement and customer satisfaction. Consumer interactions have transitioned from one-way to real-time engagement, with brands engaging in immediate conversations and addressing queries and concerns with customers through social media and interactive online platforms. Digitalisation has reshaped the brand’s journey by offering virtual experiences and technologies like virtual reality that eliminate geographical constraints and enable global outreach through content marketing, blogs and videos. Therefore, the rapid pace of technological innovation is consistently shaping a dynamic business environment.
What are the recent best marketing or advertising campaigns you have seen and why?
I recently came across IKEA India’s TVC campaign, and that remarkably determines the brand’s keen understanding towards the Indian consumers. It skilfully addresses the need for multifunctional and adaptable home furnishing solutions. By interweaving relevant scenarios within Indian households, the campaign acquaints with surprising elements that creates a strong connection with audiences. What sets this campaign apart is its emotional appeal, addressing the practical yet sentimental aspects of home life. The campaign, through its thoughtful approach, not only captures attention but also genuinely engages the target audience.
Which brand in the last year has made the best use of digital and how?
An ingenious Cadbury ad campaign in India featured an AI-generated video of the beloved Bollywood actor, Shah Rukh Khan, personally inviting pedestrians to explore the delights of shopping at stores. This inventive use of technology not only made the campaign engaging at the point of sale but also injected an element of virality and public relations prowess. The ad ingeniously urges the audience to visit offline and kirana stores, creating virality and the aspirational thrill of potentially being part of an advertisement alongside the iconic Shah Rukh Khan.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In the post-COVID digital marketing landscape, brands must prioritise empathy and authenticity by acknowledging audience challenges and offering cooperative, reassuring content. Transparency is key, with brands encouraged to share authentic stories openly to build trust. Meaningful conversations with customers, informed by data-driven insights, help shape resonant marketing strategies. Adaptation to a mobile-first approach is crucial, avoiding the exploitation of situations for financial gain in favour of a sustained, empathetic brand image. Building personal connections with clients, avoiding overcommunication, staying adaptable and leveraging social media for genuine connections are essential practices for navigating the post-COVID digital era.
One recent bad case of advertising you have seen, and why?
MakeMyTrip’s ‘BoysPlayedWell’ ad campaign stands out as a notable example of misguided marketing that faced severe backlash if I say it from my perspective. The campaign, which offered discounts to Pakistani cricket fans based on the margin of their team’s loss against India, was widely criticised for its insensitive and mocking tone.
Moreover, the campaign failed to consider the feelings of Pakistani fans, disregarding the potential offense it could cause and falling short of fostering goodwill. ‘BoysPlayedWell’ ad served as a stark example of a marketing misstep, emphasizing the importance for brands to uphold cultural sensitivity, ethical considerations, and responsible advertising practices. The negative reception serves as a valuable lesson, highlighting the need for empathy and respect in advertising endeavours.