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. Mihir Jain, sales and marketing director, Insight Cosmetic, talks to BrandWagon Online, about the dos and don’ts of digital marketing, best marketing campaigns, and more.
1. What is the difference between launching a brand in today’s digital era versus earlier?
The dynamics of brand launches have transformed significantly from the past to the present. While the fundamental goal to effectively convey brand positioning and connect with the target audience remains consistent. However, today’s approach differs remarkably due to advancements in technology and shifts in consumer behavior. Previously, brand launches relied on traditional media like print, TV, and radio. Today, it requires a strong digital presence, leveraging websites, social media, and digital advertising to connect with global audiences. Brands today produce a variety of digital content, including videos, blogs, and podcasts, which can be precisely targeted using digital tools. While these digital strategies offer cost-effective methods to engage large audiences, they also increase competition, making it more challenging to achieve and maintain customer loyalty.
2. What are the recent best marketing or advertising campaigns you have seen and why? Should we talk about other brands?
One of the most impactful recent marketing campaigns has been for the Barbie movie. The marketing team skillfully employed a breadcrumb strategy, revealing bits and pieces of the film gradually to maintain audience curiosity and engagement. By using themes of friendship, diversity, and inclusivity, the campaign resonated with a wide demographic, sparking conversations across social media and beyond. The extensive use of vibrant visuals and collaborations with influencers helped the campaign reach global audiences. Additionally, mentioning other brands in discussions is valuable because it provides insight into current trends and successful strategies. By studying what works for others, we can incorporate fresh ideas and ensure our campaigns remain innovative and relevant. It also helps us learn from industry leaders and apply those insights to elevate our own brand presence.
3. Which brand in the last year has made the best use of digital and how? In the past year, Nike has made exceptional use of digital marketing. Through its personalized app experiences, Nike connects with consumers by offering tailored workout plans, product recommendations, and exclusive content. The brand has also excelled in utilising social media platforms collaborating with influencers and athletes to engage audiences and promote its latest collections.
Nike’s digital campaigns emphasize storytelling, with a focus on community-building and inspiring personal achievement, which has resonated deeply with their audience. They have also embraced data-driven strategies to optimize ad targeting and content creation, making
their digital efforts highly effective in reaching and engaging a global audience while fostering brand loyalty.
4. In a post-Covid world, what are the dos and don’ts of digital marketing? In the post-COVID digital environment, connecting with customers requires a thoughtful and strategic approach. Content is your gateway to reaching consumers, so prioritize transparent and empathetic communication to build trust. Short, engaging content that is easily digestible resonates well in today’s fast-paced world. Additionally, staying agile and responsive to shifting digital trends is essential, and using analytics to understand consumer behavior allows you to customize content for a more personal touch.
However, don’t ignore the lasting effects of the pandemic on consumer concerns. Shoppers now prioritize safety, quality, and toxic-free products. Customer service should remain a priority offering prompt and effective support to maintain strong relationships and ensure customer loyalty.
5. One recent bad case of advertising you have seen, and why?
In 2023, Zara faced significant backlash for an advertising campaign that was criticized for its resemblance to scenes of destruction in Gaza. The imagery in the campaign was seen as insensitive and sparked outrage on social media, with many accusing the brand of exploiting human suffering for commercial purposes.
The controversy highlighted a major misstep in Zara’s creative direction, as the campaign seemed disconnected from the global socio-political context. This case underscores the importance of brands being highly aware of cultural and political sensitivities. Zara quickly withdrew the campaign and issued a statement expressing regret, but the damage to its reputation was already done, showing how easily poorly thought-out advertising can backfire.