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. Sushmita Nag, head of marketing, Fenesta Building Systems, 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?
Launching a brand in today’s digital era is significantly different from earlier methods due to the rapid evolution of technology and the digital landscape. Some of the reasons why this difference is significant can be attributed to increased personalisation, demand for cost-effective products/services, global reach with the advent of digital, among several others.
Targeting and personalisation: In today’s era, we have access to a vast amount of data and analytics that allow us to target specific customer segments more effectively. We can personalise our messaging and content to resonate with the needs and preferences of our potential customers. Moreover, today, e-commerce has revolutionised retail, enabling brands to sell products directly online, expanding their reach and providing personalised shopping experiences. In contrast, earlier, brands primarily relied on physical stores and traditional distribution.
Real-time feedback and insights: Digital platforms provide real-time feedback and insights into how the brand is performing. With tools like social media analytics and website analytics, we can measure the success of campaigns, track customer engagement, and monitor brand sentiment. Further, it aids in making adjustments on the go, allowing to optimise marketing strategies in real-time.
Cost-effectiveness: Launching a brand in the digital era is generally more cost-effective versus earlier. Digital platforms offer a wide range of affordable advertising options, allowing to reach a larger audience at a lower cost. With Long-format Digital Video Campaigns (DVCs), brands can delve deeper into storytelling, engage audiences interactively, and personalise content for specific demographics. The digital landscape enables precise metrics tracking and optimisation, making campaigns more cost-effective, transcending the limitations of TVCs. This is particularly beneficial for start-ups looking to make a mark in the market with limited budgets and still create memorable brand experiences that resonate with today’s diverse and discerning audiences.
Global reach: The advent of digital has broken down geographical barriers, enabling to reach a global audience. Through digital marketing channels like social media, search engine optimisation, and online advertising, brands can expand presence beyond physical boundaries, tapping into new markets and thereby increase customer base.
While launching a brand today differs significantly from earlier times due to technological advancements, the fundamental goals of building trust, engaging customers, and delivering value remain consistent across both eras. Therefore, brands must adapt to the changing landscape while staying true to these core principles.
What are the recent best marketing or advertising campaigns you have seen and why?
The recent advertising campaign that caught my attention was executed by JBL. Their digital marketing initiative, titled ‘Mute The World,’ conveyed the message that ‘champions mute the trolls.’ This campaign centered around the concept of personal growth and paralleled it with JBL products, known for effectively eliminating unwanted background noise.
Featuring the superstars of the Indian Premier League 2023, Rinku Singh and Yashasvi Jaiswal, the campaign had a clear objective: to encourage people to ignore unjustified criticism and instead concentrate on their own journey. This particular theme deeply resonated with me as it emphasised the resilience displayed by these two cricketers. It serves as a defining moment, reminding us all of situations where emerging from adversity may appear insurmountable. Yet, savouring triumph through resilience, tenacity, and empathy possesses its unique charm.
Which brand in the last year has made the best use of digital and how?
In the era of social media, where algorithms tend to prioritise popular pages, many other heartwarming and positive moments often go unnoticed. In a delightful twist, Cadbury Dairy Milk introduced one of its kind algorithms that mines videos with happy hashtags to filter and create a bank of the ones with low views and like counts automatically as a part of its ‘heart the happiness’ campaign.
Through this creative endeavor, the brand effectively utilised its Instagram guide section, enabling consumers to recognise and celebrate the most uplifting moments of 2022, thus concluding the year on a sweet note.
Cadbury’s innovative marketing strategies have been a consistent presence not just in the past year but over a significant period, showcasing their ability to continuously find innovative ways to promote their products through various engaging campaigns.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In a post-COVID world, digital marketing in India, like in many other parts of the world, continues to evolve rapidly. Some dos and don’ts to consider for effective digital marketing in this context include:
Best Practices:
Emphasise Online Presence: Place paramount importance on cultivating a robust online presence by maintaining a well-crafted website and active social media profiles. Ensure that the website is not only visually appealing but also optimised for search engines (SEO) and seamlessly adaptable to mobile devices.
Content Excellence: Create valuable and pertinent content that resonates with target audience’s specific needs and interests. Keep your blogs updated, produce engaging videos, and disseminate informative content across your social media platforms.
Strategic Social Media Use: Leverage social media platforms strategically, employing a thoughtful approach to engage your audience. Actively participate in conversations, provide timely responses to comments and messages, and tailor your content to suit the unique nuances of each platform.
Data-Driven Insights: Harness the potential of data analytics tools to gain profound insights into customer behaviour and preferences. Thoughtfully use these insights to inform your decision-making processes, including targeting strategies, content creation, and the optimisation of marketing campaigns.
E-commerce Excellence: If your business operates in the e-commerce sphere, concentrate on enhancing the user experience on your website. Ensure seamless navigation, swift loading times, and secure payment options.
Mobile-Centric Approach: Given the ongoing surge in mobile device usage, it is imperative that your digital marketing endeavors are designed with mobile optimisation in mind. This involves the implementation of mobile-responsive design principles and the incorporation of mobile-centric advertising strategies.
Points to Avoid
Disregarding Privacy Considerations: It is essential to exhibit due respect for data privacy regulations and user preferences. Uphold transparency in all aspects of data collection and usage, securing explicit consent for the acquisition of any personal information.
Steering Clear of Spammy Practices: Refrain from engaging in spammy tactics such as excessive keyword usage, clickbait-style headlines, or an overabundance of intrusive pop-up advertisements. Instead, focus on the provision of genuine value to your audience.
Neglecting Audience Engagement: Digital marketing should not be approached as a one-sided communication channel. Actively engage with your audience, endeavor to deliver prompt responses to comments and messages, and work diligently towards cultivating meaningful and enduring relationships.
Underestimating the Power of Video Content: Don’t underestimate the potential of video marketing. Leverage the capacity of video content to captivate and enlighten your audience effectively.
The digital marketing landscape is characterised by its dynamism. Staying current with the latest trends and consumer behaviours is imperative. Furthermore, adapt your strategies in accordance with your specific business goals and nature.
One recent bad case of advertising you have seen, and why?
In a recent case, Layer’s Shot advertisement garnered considerable attention, but unfortunately, not for the right reasons. The ad faced significant criticism due to its content, which some viewers found inappropriate and offensive, resulting in a public outcry.
The incident stemmed from the ad’s portrayal of certain themes, which appeared to disregard ethical implications and cultural sensitivities. This serves as a poignant reminder of the paramount importance of ethical and sensitive advertising that respects boundaries and cultural norms.
On a positive note, Layer’s Shot promptly responded to the situation by issuing a clarification statement. In their statement, they addressed the misunderstandings and emphasised that the brand neither endorses nor supports offensive content. The incident highlights the critical need for advertisers to thoroughly consider potential reactions to their content. It reaffirms the industry’s commitment to responsible and considerate advertising practices.