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. Sumeet Bhojani, head – brand and strategic insights, Godrej & Boyce, talks to BrandWagon Online about the dos and don’ts of digital marketing, best marketing campaigns, and more.
Q. What is the difference between launching a brand in today’s digital era versus earlier?
Ans. The digital revolution has fundamentally reshaped brand launches. Previously, marketing campaigns were dominated by traditional mediums like television and print, with digital playing a supplementary role. Today, we adopt a “digital-first” approach, crafting content specifically for online platforms. This ensures our message resonates effectively with today’s digitally savvy consumers.
Furthermore, gone are the days of a single launch event. Today’s landscape demands a multi-stage approach. At Godrej Interio, we meticulously plan pre-launch activities to build anticipation, followed by engaging launch day initiatives. But our efforts don’t stop there. We employ post-launch strategies, such as influencer partnerships and targeted “shoulder content,” to maintain momentum and reach a broader audience.
The customer journey is no longer a one-way street. Consumers seamlessly navigate between online and offline touchpoints. To address this, we prioritize seamless brand integration across all channels, from social media and our website to physical stores and call centers. This ensures a consistent and positive experience at every stage, fostering brand loyalty and advocacy. In essence, creating a successful brand launch in today’s digital age requires a well-orchestrated approach, and marketing teams must strive to be the conductor leading the way.
Q. What are the recent best marketing or advertising campaigns you have seen and why?
Ans. As a marketer, I constantly study innovative campaigns that capture attention and achieve results. Here are a few that resonated with me recently:
- Apple’s “Mother Nature” video: A powerful example of how creative storytelling can elevate even complex topics like sustainability.
- Lay’s “No Lay’s, No Game” campaign: This collaboration with Beckham and Henry masterfully leveraged celebrity power while seamlessly integrating digital and on-ground experiences.
- Tanishq’s “Fathers Raised by Daughters”: A progressive and relatable campaign that speaks directly to the modern audience’s evolving family dynamics.
- Acko Insurance’s “Munnabhai” campaign: A fun and memorable ad that uses a pop-culture icon to disrupt the insurance category and highlight their unique offerings.
- Cadbury’s “My Ad” campaign with Shah Rukh Khan: This campaign goes beyond celebrity endorsement, showcasing the power of AI to create a personalized and highly engaging experience.
These campaigns demonstrate the effectiveness of various approaches – from emotional storytelling to leveraging cultural touchstones. They all share a common thread: a deep understanding of their target audience and the messages that resonate with them.
Q. Which brand in the last year has made the best use of digital and how?
Ans. In the dynamic world of digital marketing, several brands are truly excelling. However, two names that consistently impress me are Swiggy and Zomato. Their success lies in a comprehensive digital strategy that encompasses the entire customer journey. They’re present across all relevant touchpoints and channels, ensuring a seamless brand experience at every interaction. Particularly noteworthy is the sheer volume of high-quality content they generate. This keeps them top-of-mind for consumers and fuels engagement across the digital landscape
Q. In a post-Covid world, what are the dos and don’ts of digital marketing?
Ans. The post-pandemic landscape demands a nuanced approach to digital marketing, one that goes beyond a simple “dos and don’ts” list. Here are some core principles to guide us:
1. Context is King: Adapt your message to the platform and user behaviour. Consider how content is consumed – will a video be watched on mute? Can your message resonate even without sound?
2. Grab Attention, Fast: Consumers’ attention spans are shrinking. Craft impactful messaging that cuts through the clutter and delivers your message in a concise way.
3. Storytelling Still Matters: Don’t drown out your message with noise. Compelling stories have always been the heart of successful campaigns, and that’s still true today. Will your story stick with viewers, even after they scroll past? Does it create a lasting impression, or is it just forgettable? Compelling narratives are the foundation of successful campaigns. Focus on creating stories that will be remembered, even in a world overflowing with content.
4. Brand Identity is Key: Don’t sacrifice your brand identity for short-term digital trends. Maintain consistency across all touchpoints using logos, colours, fonts, and tone of voice to establish a strong, recognizable presence. Align everything you do, from the creative, to the choice of media to influencers with your brand values.
By embracing these principles, brands can navigate the complexities of the digital world and forge stronger connections with their audiences.