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. Nidhi Gupta, CMO at French Essence, 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 a vastly different experience compared to earlier times, especially in the Indian perfume industry which has a vast history of perfume and aromatic scents. However, with the advent of the digital age, the landscape has completely changed. Today, perfume brands have a plethora of digital tools at their disposal to engage with consumers and craft a personalised shopping experience. The emergence of scent technology, synthetic scents, and advanced scent extraction technologies has not only broadened the range of scented products but has also made them more accessible and affordable. Moreover, the development of synthetic scents has played a pivotal role in reshaping the perfume industry, making it less expensive to both produce and purchase scented products.
In this digital era, where the visual world dominates, recreating a smell is considered more complex than using digital imagery that employs red, green, and blue to generate every visible color. Nevertheless, the digital landscape offers perfume brands unprecedented opportunities to connect with consumers, encouraging a more inclusive and dynamic market environment.
What are the recent best marketing or advertising campaigns you have seen and why?
One of the recent best marketing campaigns that caught our attention is the #ExpressYourEze digital campaign by Eze Perfumes. This campaign is a celebration of the diverse identities and aspirations of the Gen-Z generation, and it truly stands out for its commitment to inclusivity and empowerment. The campaign goes beyond just promoting a product; it actively showcases the rich diversity that Gen-Z embraces in terms of gender expression and the breaking of traditional norms. And we at French Essence feel inspired by this campaign as it not only highlights the varied and unique identities within the generation but also reflects a societal shift towards greater acceptance and celebration of diversity.
Which brand in the last year has made the best use of digital and how?
We at French Essence have been impressed by Yves Saint Laurent’s (YSL) exceptional use of digital marketing through its AR campaign. The brand used AR filters on popular social media platforms such as Snapchat and Instagram to provide users with an engaging and interactive experience. What set this campaign apart was its seamless integration of technology to enhance the consumer’s interaction with the product. The AR filters were not only visually appealing but also user-friendly, making the experience both fun and accessible. We firmly believe that such campaigns set the bar for how brands can successfully utilise digital tools to create immersive and personalised experiences, ultimately strengthening their connection with consumers in the ever-evolving digital landscape.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In the post-COVID era, digital marketing has evolved, necessitating a strategic approach. Below are some of the dos and don’ts of digital marketing in the post-COVID era.
Do’s:
- Keep track of evolving web trends and consumer behaviours.
- Adjust your digital marketing efforts to reflect shifts in online behaviors and preferences.
- Integrate e-commerce into your plan to improve the customer shopping experience and the brand’s trust.
- Brands should continue to innovate and reinvent themselves to remain relevant and enhance engagement.
- Use data analytics to provide personalised product suggestions, thereby increasing user experiences and promoting consumer loyalty.
Don’ts:
- To avoid backlash over user privacy concerns, prioritise honest communication about data usage and follow privacy legislation.
- Proactively manage your internet reputation to address and mitigate future unfavorable reviews.
- Do not just depend solely on paid advertising.
- While paid campaigns are effective, they also focus on organic strategies, content marketing, and building a genuine online presence to foster long-term success.
One recent bad case of advertising you have seen, and why?
One recent case of advertising that left us quite unimpressed was a perfume commercial that followed the all-too-familiar editing. In today’s modern era, people are increasingly getting attracted towards authenticity and brands who know how to connect with their customers in a realistic and meaningful manner. And the use of stylish elements like sudden edits and an obscure soundtrack appears forced and lacks a genuine connection to the product being advertised. The editing tactics were once considered innovative but have become overused and can now come across as insincere or gimmicky. Such factors also impact the narrative of the entire advertisement, therefore, leaving viewers with a disconnected experience.
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