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. Maddie Amrutkar, founder and CEO, Glad U Came, 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 differs significantly from earlier times due to the fundamental shift in communication channels and consumer behaviour. In today’s digital landscape, the emphasis has shifted towards online platforms, social media, and influencer marketing. The immediacy of digital communication allows for real-time engagement with a global audience, but it also means facing increased competition and the need for unique, shareable content. Additionally, data analytics plays a crucial role in understanding consumer behaviour and tailoring marketing strategies accordingly. Therefore, the approach to brand launches in the digital era is characterised by adaptability, innovation, and a deep understanding of the ever-evolving digital ecosystem.
What are the recent best marketing or advertising campaigns you have seen and why?
The recent marketing campaign by Baskin Robbins to unveil its refreshed brand identity is a standout example of effective branding and engagement. The use of a hot air balloon as a symbol of elevation and transformation, combined with the strategic location at the Gateway of India in Mumbai, created a visually striking and memorable event.
What makes this campaign particularly impressive is the alignment between the brand’s new identity and the way it was presented. The choice of vivid colours and modern designs reflects the playful nature of Baskin Robbins, making it more appealing and inviting to customers of all ages. By making the rebranding event public and eye-catching, Baskin Robbins effectively generated buzz and excitement around the changes they’ve made.
In a world where branding and identity are crucial for standing out in a crowded market, Baskin Robbins’ campaign demonstrates how a well-executed event can not only introduce a refreshed brand but also engage and resonate with its target audience. It’s a great example of marketing that leverages both aesthetics and location to create a lasting impression. Furthermore, we had the opportunity to collaborate with their exceptional team, where we observed their creativity and unwavering dedication in action.
Which brand in the last year has made the best use of digital and how?
BoAt has undeniably emerged as a digital marketing trendsetter over the past year, leaving an incredible mark in the headphone industry. Their strategic foray into influencer marketing has been nothing short of impressive. By partnering not only with influencers but also with celebrities, cricketers, musicians, content creators, and stylists, BoAt has successfully reached audiences of all age groups, securing a multifaceted presence in the digital realm.
What sets BoAt apart is their adept storytelling through compelling social media campaigns. One standout campaign from the past year was #MoreInEveryday, which adeptly showcased the intelligent features of BoAt’s products, seamlessly aligning them with the lifestyle of Gen Z. This upbeat campaign not only provided a glimpse into the Gen Z world but also utilized social activation to engage users effectively.
Furthermore, BoAt’s recent ‘Break Through Music’ campaign on World Music Day showcased their commitment to supporting emerging artists. By acquiring 100% share of voice ad space on YouTube and targeting users based on music preferences, BoAt demonstrated a willingness to take bold steps in the digital marketing arena. This unwavering dedication underscores their dominance in the digital landscape.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In a post-Covid world, digital marketing strategies must adapt to new consumer behaviours and sensitivities. Dos include prioritising online presence and utilising data-driven insights to tailor messaging. Emphasise empathetic and relevant content that resonates with the audience’s current concerns. Leverage video and live streaming for engaging, real-time communication. Don’ts involve avoiding tone-deaf messaging, exploiting fear, or neglecting cybersecurity. Avoid excessive automation that can depersonalise interactions, and steer clear of misleading information or fake news. Lastly, don’t overlook the importance of agility; be ready to pivot your strategies as the post-pandemic landscape continues to evolve, remaining sensitive to ongoing global challenges.
One recent bad case of advertising you have seen, and why?
One recent example of a problematic advertising campaign was Zomato’s World Environment Day campaign, which ultimately sparked the “Kachra controversy.” The campaign started with a seemingly good thought, emphasising eco-friendliness and recycling, but it quickly veered into a disaster. The ad’s major flaw was its tone-deaf approach, which offended many viewers. It sparked controversy because it seemed to draw an unfortunate parallel between the character Kachra from Lagaan who belonged to the Dalit community in the movie and Kachra as waste, inadvertently reinforcing harmful stereotypes. Zomato’s use of the character in their campaign was seen as deeply insensitive and casteist. This advertising blunder serves as a stark reminder of the importance of cultural sensitivity and thorough research when crafting marketing campaigns.