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. Sindhya Ravikumar, AVP – marketing, Cybernetyx, 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?
Response: In today’s digital era, we have a plethora of technological options for launching a brand. However, the core principles of brand creation have remained largely unchanged. Brands that establish a genuine human connection have always stood out. The main challenge now is cutting through the noise and capturing attention amidst the abundance of information. Brands need to focus on creating viral, shareable ideas to make a lasting impact. Additionally, in an era where individuals are becoming brands themselves, it’s crucial for a brand to establish a unique identity through strategic positioning. Simple ideas that resonate with current trends also play a significant role. Overall, while the tools and channels have expanded, the essence of effective brand launch lies in connecting with the audience on a meaningful level.
- What are the recent marketing or advertising campaigns you have seen and why?
Response: When it comes to marketing campaigns, I believe the best ones are those that go beyond a simple video or image creative with a message. The most impactful campaigns are those that effectively drive objectives, whether it’s promoting a social cause, achieving specific business outcomes, or creating a strong brand identity that resonates with customers.
One example of a remarkable campaign is Samsung’s Galaxy S24 AI campaign. Through a series of campaigns, they showcased the AI features of their product, effectively capturing the attention of their target audience. What made this campaign stand out was Samsung’s sequential plan of organizing virtual experience demo centers for online demos. This allowed people to truly experience and understand the capabilities of the AI features, creating a memorable and immersive brand experience.
Another brand that has caught my attention is Zomato. They have successfully created multiple campaigns based on social media trends and special occasions, which have generated significant interest and engagement from the audience. In a highly competitive food delivery market, Zomato’s ability to stay on top of trends and remain in the minds of people has undoubtedly contributed to their larger market share.
Additionally, when it comes to creating a strong brand identity, Red Bull’s campaigns are worth mentioning. Red Bull positions itself as an energy drink brand that is synonymous with adventure and thrill. Their social media pages are focused on showcasing exciting and adventurous content rather than just promoting their product. This approach helps create a distinct brand identity and resonates with their target audience.
- Which brand in the last year has made the best use of digital and how?
Response: One brand that stands out for making excellent use of digital is Canva, the visual workspace platform. Canva’s marketing campaigns have successfully showcased the ease and simplicity of their product, encouraging users to take immediate action and sign up. Their campaigns effectively convey the message that anyone can be a graphic designer with Canva.
As a result of their digital marketing efforts, Canva with its latest AI features experienced remarkable growth in its customer base. Canva’s strategic use of digital channels, like Instagram & YouTube for influencer marketing combined with their compelling campaigns on other display channels, has undoubtedly contributed to their success in expanding their user base and solidifying their position in the market.
- In a post-Covid world, what are the dos and don’ts of digital marketing?
Response: In the post-Covid era, there are several key dos and don’ts to consider for effective digital marketing strategies.
Dos:
Adopt an integrated approach: An integrated approach improves brand recall and consistency by ensuring a cohesive marketing message across various digital channels.
Nurture leads in the sales funnel: Nurturing leads in the sales funnel through personalized communication and valuable content helps increase conversion rates and build customer loyalty.
Focus on customer success: Digital marketing efforts should extend beyond acquiring new leads. Prioritize customer success to increase customer lifetime value and stimulate new sales through referrals.
Data-driven marketing: Utilize analytics tools like search console, trends, and platforms such as Amazon brand analytics to gain insights into customer behavior and competitive landscapes.
Don’ts:
Exploring all marketing channels simultaneously: Instead of spreading resources thin, focus on a select few channels that align with your target audience and marketing objectives.
Replicating strategies of other players: Avoid blindly copying marketing strategies from competitors. Instead, analyze their approaches and adapt them to fit your unique brand and target audience.
Waiting to execute ideas: In the fast-paced digital world, it’s crucial to act swiftly and execute ideas promptly to seize opportunities and maintain a competitive edge.
- One recent bad case of advertising you have seen, and why?
In recent times, there have indeed been instances where advertising campaigns have faced negative backlash and missed the mark. It is important to acknowledge that not all campaigns are successful, and some can unintentionally trivialize serious social issues when used as a marketing tool.
One example of a campaign that faced backlash is Gillette’s “The Best Men Can Be” campaign. While the intention behind the campaign was to address toxic masculinity and promote positive behavior, it received significant criticism. Some viewers felt that the campaign portrayed men in a negative light and made sweeping generalizations, leading to alienation among a portion of the brand’s target audience.
This example serves as a reminder of the importance of having a clear and well-thought-out strategy that aligns with the brand’s values and resonates with the intended audience. It is crucial for marketers to carefully consider messaging, context, and audience perception to avoid unintended consequences and backlash.