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. Sarika Naik, CMO and chairperson, diversity – India, Capgemini 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 contrast to earlier times when introducing a brand was a slow process, today the notable difference lies in the remarkable speed at which brands can establish a digital presence and adapt to emerging tech trends. Launching a brand is a technologically driven expedition as it serves as the primary catalyst that pushes brands into a realm of innovation and connectivity.
From personalised marketing strategies to immersive digital experiences, technology has become the cornerstone of brand identity. Focusing on creating a seamless and enhanced customer journey with social media, e-commerce, and mobile platforms is essential, providing unparalleled opportunities for brand visibility.
However, there’s a twist – the digital era has a crowded stage. Therefore, brands must be creative, interesting, and sometimes a bit quirky to stand out. The current digital landscape not only transforms brand launches but also sets the stage for continuous evolution and adaptation in a dynamic business environment.
Can you share some recent outstanding marketing or advertising campaigns and explain what makes them stand out?
This year during Diwali, Asian Paints launched the ‘Mera Wala Mood’ campaign, which stands out due to its thoughtful exploration of the Festival of Lights. The campaign explores the deep connection between emotions, colors, and homes, with a delightful touch of technology.
At the core of “Mera Wala Mood” lies a fundamental notion: although festivals bring joy and togetherness, they also evoke a diverse range of emotions for different reasons. The campaign highlights the concept that our homes go beyond being mere structures; they serve as dynamic extensions of our moods and emotions, providing support throughout those bitter-sweet emotions during the festive season. The implementation of a face scanner as a technological intervention vividly brings this understanding into reality.
In digital marketing today, the fusion of science-based neuromarketing and digital strategies empowers brands to craft emotional and powerful advertising campaigns, essential for differentiation and capturing consumer interest. “Mera Wala Mood” campaign has beautifully harnessed that and delivered a beautiful story that resonates with most of the Indian audience.
Which brand has effectively harnessed digital marketing in the past year and how did they do it?
While a lot of brands have effectively grasped digital marketing as a tool, one that stands out is CRED. It is one brand that has successfully implemented digital marketing strategies blended with creativity, celebrity endorsement, user-centric focus, strong social media presence, innovative rewards, and a meticulously crafted brand identity. The brand’s creative content, marked by engaging and humorous advertisements has not only set it apart but also resonated with the audience, capturing their attention in a crowded market. By emphasising the positive aspects of credit card bill payments and portraying the process as seamless and rewarding, CRED established a sense of trust and attracted users looking for a positive financial experience.
The active engagement on social media platforms allowed for targeted marketing, interactive content, and the dissemination of key brand messages, fostering a community around the brand. This holistic approach played a big role in CRED’s success within the competitive digital marketing scene.
In a post-Covid world, what strategies should be emphasised and avoided in digital marketing?
Digital marketing strategies should prioritise agility, empathy, and adaptability, especially in the post-covid world. Brands must emphasise authentic and empathetic communication, understanding the changed consumer landscape. Personalised experiences, harnessing data insights ethically, etc. have become crucial to resonate with evolving consumer preferences. For example, while collaborating with influencers, it is important to associate with those who align with the brand values to enhance credibility. Investing in insightful, timely and relevant content that speaks to the audience’s changing needs has become crucial. Lastly, social responsibility and sustainability aspects should be integrated into digital marketing campaigns to reflect the current societal consciousness.
Rigidity in strategies without room for adaptation to dynamic circumstances may lead to pushing away customers. Hence, it is important to strike a balance between innovation, sensitivity, and relevance that will define successful digital marketing strategies. Additionally, keeping up with new developments in technology and emerging digital platforms might open doors for creative marketing strategies.
Can you recall a recent instance of a poorly executed advertising campaign and explain why it fell short?
Several factors can be attributed to unsuccessful advertising campaigns. Cultural insensitivity, arising from a lack of understanding or consideration for local culture and values, may result in campaigns being deemed offensive. Poor targeting, where campaigns fail to accurately identify and engage the intended audience, compromises effectiveness. Additionally, if a campaign’s messaging is disconnected from the current social or economic climate, it risks being perceived as insensitive or irrelevant. These factors underscore the multifaceted nature of advertising challenges, emphasising the need for a holistic and well-informed approach.