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. Swati Rathi, head of marketing, Godrej Appliances, 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?
The biggest difference has come on account of the evolved shopper journey. A launch now involves thinking through the brand communication across all phases of the launch, also across multiple digital touch points, social media platforms with differing audience behaviour on each, search and display communication which will lead to a web asset, video search engines, ecom touch points, influencer communication, apart from traditional media and store presence. One also must ensure seamlessness between store and digital communication as the shopper journey overlaps across both. The big difference is therefore the numerous touch points that have started playing a role and what doesn’t change between the two eras is the fundamentals like ensuring that brand proposition and resultant communication is rooted in a strong consumer insight.
- What are the recent best marketing or advertising campaigns you have seen and why?
I quite liked the recent mango scented front page ad by Swiggy – the use of scent in a newspaper ad has been done before as well – but its use in the context of food and that too for much loved mangoes and not some processed packaged food, was creative, well timed and consumer focused.
- Which brand in the last year has made the best use of digital and how?
I think food delivery apps have done a great job of digital engagement overall – the frequency of consumer interactions with these brands have also played a big role but that doesn’t take away from the sort of creativity that has been on display to really capture people’s attention digitally.
- In a post-Covid world, what are the dos and don’ts of digital marketing?
Do’s
- Start with the basics: Keep the consumer at the center of every communication – digital or otherwise.
- Act in accordance to the changing user behaviour on every digital platform and touch point.
- Make good use of the targeting advantage that digital marketing offers.
- Ensure strong brand alignment to content – topicality without a tight brand fit doesn’t serve.
- Be clear on the objectives and develop your own yardsticks if needed, to evaluate success.
Don’ts
- More is not always better. Don’t push quantity over quality.
- Don’t ignore data! Use data to drive better content.
- Don’t be boring. Keep experimenting – with formats, tools and technologies, content and narratives – while ensuring consistency with brand identity.
- One recent bad case of advertising you have seen, and why?
Regressive advertising brandishing stereotypes has reduced but continues to be quite putting off. There are ads that objectify women and some that mislead children – all of which worry me as a woman and mother.