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. Ben Lewis, VP marketing growth, Infobip 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 versus earlier involves several differences, primarily driven by technological advancements and changes in consumer behavior. Earlier, brands relied heavily on expensive advertising channels such as TV, print, and outdoor billboards. These methods required substantial budgets, often limiting extensive campaigns to larger companies with significant financial resources. Additionally, these were the only channels that dominated the marketing strategies. Despite spending a lot of money, the reach of traditional channels was confined by geographical and temporal limitations. For instance, TV ads were shown at specific times, and print ads reached only those who bought or subscribed to the publications. It was a challenge to identify and target specific demographics. Companies relied on broad audience data and generalized marketing strategies rather than targeted campaigns. Lastly, the feedback from campaigns, such as radio ads, was slow. Brands had to wait for sales reports, consumer surveys, and other indirect feedback mechanisms to gauge campaign effectiveness.
Today, brands leverage a multitude of digital platforms, including websites, social media (TikTok, Instagram, Facebook), and video sharing (YouTube). These platforms enable massive reach and engagement at relatively low costs. Building a brand profile and company identity can be achieved through engaging, cost-effective content like videos, social media posts, and influencer collaborations. Digital advertising offers highly precise targeting options. Brands can use data analytics to pinpoint specific demographics, interests, and behaviors, ensuring marketing efforts reach the most relevant audiences. Immediate feedback mechanisms allow brands to track campaign performance in real-time. Likes, shares, comments, and other engagement metrics provide instant insights, enabling quick strategy adjustments. Brands are no longer limited to a single medium. They use a blend of different channels, such as podcasts, blogs, vlogs, and social media, to reach a broader and more diverse audience. Modern brand launches often involve integrated campaigns that use a mix of digital and traditional media. For instance, a brand might combine social media buzz with strategic billboard placements or radio spots, creating a holistic marketing approach. The wealth of data available from digital platforms provides deeper insights into consumer behavior and preferences. Brands can adapt their strategies quickly based on real-time data, making marketing efforts more responsive and effective.
What are the recent best marketing or advertising campaigns you have seen and why?
First is Surreal Cereal, a UK-based brand. It has garnered significant attention with its innovative and playful approach to marketing. Competing in a market dominated by big players, Surreal Cereal stands out through its clever content and edgy messaging. Their “Fake Celebrity” campaign is a prime example of turning a limitation into a unique strength.
Instead of relying on traditional celebrity endorsements, which are often costly, Surreal Cereal identified everyday individuals who share names with famous personalities. This included people like a bus driver named Serena Williams, a student named Michael Jordan, and a regular Joe named Dwayne Johnson. This approach was not only budget-friendly but also highly engaging. It sparked curiosity and conversation, both online and offline, making the campaign memorable.
Second is British Airways’ ‘Windows’ Campaign. British Airways took a minimalist yet striking approach with their recent billboard marketing campaign named ‘Windows’. The campaign consists of billboard posters featuring a person looking out of an airplane window. The British Airways logo is partially visible, but there’s no additional text or detailed information. The strength of this campaign lies in its simplicity. By focusing on the evocative image of someone gazing out of an airplane window, British Airways taps into the universal experience of flying and the emotional response it elicits. The minimalist design sparks curiosity among viewers like myself.
Which brand in the last year has made the best use of digital and how?
Nike’s strategic use of digital platforms through the Nike Training Club app exemplifies how a brand can effectively engage with its audience in the digital age. By leveraging social media, creating interactive fitness challenges, building a global community, and partnering with influencers, it has enhanced user engagement and also strengthened its brand loyalty and market presence. This multifaceted approach is required for effective digital marketing and to lead in a competitive landscape.
In a post-Covid world, what are the dos and don’ts of digital marketing?
Some must-dos in the digital marketing world post-pandemic include ensuring that your website and social media profiles are up-to-date and fully optimized. This includes regularly updating social media with engaging content, such as polls and quizzes, to keep your audience active and interested. Use data to personalize your marketing messages based on individual behaviors and preferences. Tailor your content to meet the specific needs and interests of your audience. Leverage analytics to understand your audience better and create more targeted campaigns. Given the current global situation, it is really important to show empathy in your messaging by acknowledging the challenges people face, such as higher costs of living and inflation. Support relevant causes and demonstrate corporate social responsibility, which can resonate deeply with your audience.
Furthermore, all digital content needs to be optimized for mobile devices. With the rise in remote working, people are accessing content on-the-go more than ever. So as brands, you have to provide a seamless user experience across all devices, ensuring that navigation and usability are consistent. Be mindful of where your audience is located and tailor your content to appeal to remote workers. This can include flexible service options and acknowledging the different time zones and cultural nuances.
For don’ts, avoid bombarding your audience with excessive content. Balance the frequency of your communications to prevent content fatigue. Keep the focus on quality over quantity. Provide valuable, relevant, and engaging content rather than overwhelming users with too much information. Be mindful of campaign fatigue. Continuous exposure to the same or similar campaigns can lead to diminished interest and engagement. Rotate your campaigns and introduce fresh content to keep your audience engaged and interested. Balancing these dos and don’ts is the key to navigating the evolving digital landscape successfully.
One recent bad case of advertising you have seen, and why?
Although not recent, Peloton’s holiday ad remains a vivid example of how a marketing campaign can backfire. The ad featured a man gifting his wife a Peloton exercise bike for Christmas, which sparked significant backlash and was widely criticized for being tone-deaf and offensive. It also serves as a cautionary tale about the potential pitfalls of poorly conceived advertising. The ad’s insensitive implications led to widespread criticism and damaged the brand’s reputation. This incident highlights the critical need for marketers to craft thoughtful, inclusive, and respectful messages that resonate positively with their audience.