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. Ganesh Kamath, co-founder, Earthraga, talks to BrandWagon Online about the dos and don’ts of digital marketing, best marketing campaigns, and more.
1. What is the difference between launching a brand in today’s digital era versus earlier?
Launching a brand today contrasts sharply with methods from the past, primarily due to the shift from traditional marketing mediums—such as television, billboards, and business cards—to digital-first approaches. In the past, establishing a brand could take 7-8 years and involved significant investment. Today, the process is more streamlined and cost-effective. With digital platforms, a brand can gain insights from day one about which products are selling well and where. In contrast, physical market studies used to require considerable time and effort.
The evolution in how we consume information and interact has fundamentally altered the brand launch process. A brand can now successfully establish itself without a physical store or traditional presence. Digital platforms, including social media, e-commerce, and quick-commerce, allow brands to connect directly with audiences at a fraction of the cost.
The emergence of Direct-to-Consumer (D2C) models underscores this transformation. Smaller businesses can launch and scale rapidly using social media and digital commerce, bypassing the need for substantial initial investments. Furthermore, digital channels enable precise targeting and retargeting of audiences, making advertising spend more effective compared to traditional media.
For skincare brands, this shift has been particularly advantageous. As consumers increasingly seek natural and sustainable products online, digital platforms and marketplaces offer an immediate way to highlight ingredient transparency, share skincare routines, and engage with customers about their specific needs.
Despite these advancements, one fundamental principle remains unchanged: connecting with your audience. Crafting a compelling narrative is crucial to capture attention. Without engaging content, even the most sophisticated digital strategy can falter, leading to potential launch failures. Thus, achieving success in the digital age requires a balance of innovation and genuine engagement.
2. What are the recent best marketing or advertising campaigns you have seen and why?
One standout campaign that I really liked recently is BigBasket’s “Yehi Hai Humara Ad” featuring Virat Kohli. The ad cleverly emphasizes the brand’s commitment to delivering orders within 10 minutes, mirroring this promise by showcasing the production of the ad itself in just 10 minutes. The playful tagline, “Bas ye hai tumhara ad!” was a genius take. This ad highlights BigBasket’s dedication to speed and reliability. By focusing on speed, convenience, and humor, BigBasket effectively captured the attention of busy, urban consumers looking for fast, reliable grocery delivery. I think it was very well thought out and executed.
3. Which brand in the last year has made the best use of digital and how?
Nykaa stands out as one of the most successful digital brands over the past year. With the boom of ecommerce and beauty influencers, Nykaa has capitalized on its strong digital presence, using platforms like Instagram, YouTube, and its own app to engage consumers. Their digital first strategy allowed them to scale quickly, and they leveraged user-generated content, influencer partnerships, and seamless integration between online and offline shopping experiences.
4. In a post-Covid world, what are the dos and don’ts of digital marketing?
In the aftermath of Covid, digital marketing has increasingly focused on delivering concise, personalized interactions. With consumers’ attention spans becoming shorter, it’s important to create engaging, bite-sized content that captures attention quickly. Avoid overwhelming your audience with lengthy, irrelevant messages. Authenticity and transparency are more critical than ever, as customers gravitate towards brands that demonstrate genuine care and purpose.
For skincare brands like Earthraga, transparency is vital. Consumers are now more attentive to product ingredients, sourcing, and sustainability, so it’s essential for brands to regularly communicate these aspects. Additionally, user-generated content (UGC) has emerged as a powerful tool. Consumers trust real testimonials and personal experiences, so showcasing authentic reviews and stories from users can build trust more effectively than traditional advertising.
Another key focus should be on product quality. Emphasize the strengths of your own products rather than criticizing competitors. Unlike a decade ago, where highlighting competitors’ shortcomings was more common, today’s landscape demands a more positive approach. Focus on showcasing what sets your brand apart and how it meets consumer needs.
Furthermore, there’s a growing willingness among consumers to pay a premium for products that are sustainable, safe, and ethically produced. However, a misalignment between a brand’s stated values and actual practices can lead to social media backlash, potentially causing a PR crisis. To avoid this, brands must ensure that their ethical practices are consistently reflected in their digital communications. Keeping content honest and aligned with brand values is crucial for maintaining long-term consumer trust.
5. One recent bad case of advertising you have seen, and why?
Creating an advertisement is a meticulous process that involves extensive planning, creative brainstorming, and significant resources. Advertisers and creative teams invest a great deal of effort to ensure that their messages resonate with audiences. No team intentionally creates poor advertising, as there is simply too much at stake—reputations, customer trust, and brand image are all on the line. However, even the most well-intentioned campaigns can sometimes fall short or be perceived negatively. For instance, Google’s ad for the 2024 Olympics. The ad, which featured Google’s Gemini AI helping a child write a letter to her favorite athlete, sparked criticism for undermining the authenticity of personal communication. AI is new and everywhere today. All the companies are promoting it, so it is uncharted territory. So sometimes, companies do miss the mark. The same is true for the Zomato veg fleet announcement as well. The idea backfired when plans to introduce a separate green-clad fleet for vegetarian orders were criticized as discriminatory and impractical. The initiative was quickly scrapped, raising issues around delivery driver income disparity and safety concerns.
Both examples highlight the importance of considering public sentiment and context, particularly when promoting sensitive topics like AI and segregation.