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. Shyam Motwani, business head, Godrej Locks & Architectural Fittings and Systems, 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 presents both greater complexity and heightened effectiveness compared to pre-digital times. Digital marketing is more cost-effective, allows for targeted campaigns, and enables brands to reach a global audience. The landscape has transformed dramatically, with a significant transition in channels, content formats, and consumer mindset.
Consumers now consume content on demand and are influenced less by what is pushed to them. Social media, internet advancements, and emerging communication modes have made reaching a wider audience easier, but that also requires a deeper understanding of consumer behaviour for strategic marketing. Adaptability to evolving trends and preferences is crucial. New-age brands must find and communicate their true purpose to connect with a generation attracted to positive societal contributions. Previously, establishing a brand presence required substantial investments in traditional media.
- What are the recent best marketing or advertising campaigns you have seen and why?
In the past years, numerous innovative marketing campaigns have been launched, showcasing exceptional creativity. It is fascinating to observe how brands are elevating their creative strategies, each reflecting a profound understanding of their audience and a steadfast commitment to their brand ethos. Here are some standout campaigns:
Surf Excel – Daag Acche Hain
Surf Excel’s evergreen ‘Daag Acche Hain’ campaign captured the essence of childhood by emphasizing that stains are not a problem, especially if they come from good deedsThis campaign celebrated the idea that getting dirty is part of growing up and learning.
- Which brand in the last year has made the best use of digital and how?
It is challenging to single out a brand that has excelled in digital marketing, as it has become a fundamental component of every marketing strategy. Many brands have distinguished themselves with innovative and impactful digital campaigns. Cred’s ‘Not Everyone Gets It’ campaign cleverly used popular Bollywood celebrities from the 90s to evoke nostalgia while surprising viewers with quirky narrative twists, humorously critiquing the typical approach of using celebrities to promote products. Myntra has leveraged cutting-edge AI and machine learning to deliver highly personalized shopping experiences through advanced recommendation engines, virtual dressing rooms, and dynamic marketing campaigns, enhancing customer satisfaction and driving sales. These campaigns demonstrate the immense power and potential of digital marketing in today’s landscape by creating personalized and immersive experiences that effectively connect with audiences and drive brand loyalty.
- In a post-Covid world, what are the dos and don’ts of digital marketing?
At Godrej Locks, we’ve recognized the transformative impact of digital marketing, especially in a post-pandemic era where consumer behaviours and expectations have evolved significantly. Our approach has been anchored in empathy and strategic agility.
DOs:
- Empathy at the Core:We’ve centered our digital campaigns on understanding and addressing the heightened need for security and trust among consumers post-Covid. This approach has resonated well, allowing us to build meaningful connections with our audience.
- Customer-Centricity:While expanding our reach is crucial, nurturing existing customer relationships has been equally vital. We’ve leveraged digital tools to offer personalized experiences and support to our loyal customers, ensuring their needs are met effectively.
- Data-Driven Insights:Data analytics has been instrumental in shaping our strategies. By analysing consumer behaviour in real-time, we’ve optimized our campaigns to deliver relevant and timely messages, enhancing engagement and conversion rates.
- Innovation and Adaptability:Staying ahead of digital trends has been a priority. Embracing technologies like AI has enabled us to innovate in customer engagement and product offerings, keeping our brand at the forefront of the industry.
- Authentic Engagement:Genuine interaction with our customers has been key. We actively listen to feedback and reviews, using insights to continuously refine our approach and maintain trustworthiness.
Precautions to be Taken:
- Avoiding Insensitivity:Ensuring our messaging aligns with current sensitivities has been non-negotiable. We’ve been mindful to communicate with empathy and awareness of societal concerns, safeguarding our brand reputation.
- Ensuring Accuracy:Upholding authenticity in our communications has been paramount. We’ve taken rigorous measures to verify information before dissemination, mitigating the risk of misinformation and maintaining credibility.
- Monitoring Market Dynamics:Keeping a pulse on market trends and competitor activities has been crucial. This proactive approach has enabled us to adapt swiftly and capitalize on emerging opportunities in the digital space.
Navigating these dos and precautions has been instrumental in our digital marketing strategy at Godrej Locks. By staying true to our core values of empathy, innovation, and authenticity, we aim to continue building trust and delivering value to our customers in the evolving digital landscape.