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. Zoher Kapuswala, regional marketing manager- Pralines, Nutella, Tic-tac- Ferrero India, 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 launching a brand in earlier, pre-digital times. The earlier methodology was “Spray and Pray” the new methodology is that marketing is a lot more “Performance and Precision Driven”. Marketing which was only a creative think tank is now performance-driven and hence a sum of “Left Brain and Right Brain”.
The new media and e-commerce give an advantage to the new players and reduce the barrier for entry which was enjoyed by the traditional companies. This real-time connect social listening makes it launches more live wire and consumers are also evolving by the rapid evolution of technology and changes in behaviour as well. The new tech gives a lot more novel media to communicate and engage with the consumers.
For example, when we onboarded bollywood actor Ranveer Singh as a brand endorser and launched a limited-edition Nutella jar with an augmented reality experience, it was a great illustration of how brands can leverage digital tools and technology to create unique and memorable experiences for their audience. Thus, launching a brand in today’s digital era offers greater accessibility, data-driven insights, and faster communication, but it also comes with increased competition and the need for constant adaptation to evolving technologies and consumer behavior. Building a successful brand today often involves a strong online presence, social media engagement, and a deep understanding of digital marketing strategies.
What is the recent best marketing or advertising campaigns you have seen and why?
There have been numerous notable campaigns in the past year, one that particularly impressed me was Spotify’s ‘There’s a Playlist for That’ campaign. The brand took a traditional advertising approach by placing billboards in different cities across India. Interestingly, these billboard ads gained substantial attention on social media platforms. The campaign aimed to connect with individuals from various backgrounds and capture relatable moments. To achieve this, the advertising company created an astonishing 3 billion playlists, catering to a wide range of emotions and demographics. For me, it stands out as one of the most inspiring, positive, and heartwarming campaigns I’ve come across recently.
Even our recent campaign for Raksha Bandhan with Sara Ali Khan was a remarkable one, since we not only launched a digital film but also introduced an exquisite new range of packs. These packs were carefully curated for self-consumption, sharing, and gifting during everyday memorable occasions, aligning perfectly with the cultural significance of Raksha Bandhan.
Which brand in the last year has made the best use of digital and how?
The one digital initiative that captures my attention is Nike’s ‘Best Day Ever’ campaign. This campaign has truly excelled in motivating athletes and envisioning the future of sports. It brilliantly highlights the importance of fostering creativity in the days ahead.
Speaking of our marketing efforts, when I reflect on the overwhelming response we received for our diwali campaign last year, it became evident that we needed to continue our engagement with Hrithik for the christmas and New Year season as well. As a premium brand, we believe that our partnership with Hrithik Roshan for this festive season, along with a robust digital campaign, has played a pivotal role in reinforcing our brand’s premium identity.
In a post-Covid world, what are the dos and don’ts of digital marketing?
Having a robust online presence is crucial in the current era. Many individuals rely on the internet for information and purchasing decisions. So, making sure that a brand is active on websites, social media and other digital places where people spend their time is a major step when comes to digital marketing.
Online response management is also which brands need to work on. Also, in this cluttered world and consumers are moving to non-advertising platforms and permissive content is one key route needs to be connected with the consumer in a more receptive way.
When creating online content such as stories or tips, it’s imperative that the material is not only captivating but also genuinely beneficial to the audience, adding tangible value to their lives and fostering engagement with brands. Succeeding in digital marketing post-COVID-19 necessitates the establishment of an online presence while consistently sharing informative and transparent content. It’s equally vital to refrain from engaging in deceptive practices, prevent overwhelming the audience, safeguard individuals’ privacy and acknowledge the significance of human interaction in building enduring connections with customers.
One recent bad case of advertising you have seen, and why?
Advertisers invest a lot of time in crafting communications before they reach consumers. Research is directional. There is no “Black or White in Marketing, It’s an Art and a science that plays in the Grey Areas” and hence there is a lot of intuition required in marketing and communication development.
I strongly believe that no team deliberately produces sub-par communication or advertising. However, occasionally, due to the complex and diverse Indian market even some well-thought-out plans can go wrong.