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. Amit Ghatak, CMO, Khemani Group 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?
Digital marketing has emerged as a formidable tool for brands to establish deep connections, seamless integration, and engaging interactions with consumers, surpassing the capabilities of traditional mediums. It offers unique advantages such as cost-effective reach, precise geo-targeting, and the ability to optimize communications strategies.
One of the distinctive features of digital marketing is the power of online reviews, originating from experts, online influencers, and consumers themselves. These reviews not only shape brand perception but also provide valuable insights into consumer sentiment and preferences. Moreover, collaboration and influencer marketing have become integral components of digital strategies, allowing brands to tap into the reach and credibility of influential individuals or entities to expand their presence and connect with their target audience effectively.
What are the recent best marketing or advertising campaigns you have seen and why?
There are very interesting campaigns done by various brands – the top ones which come to me are Pepsi New Campaign- ‘Rise Up, Baby!’, Phone Pe- ‘just one thing works with everything’, Sleepwell-‘Did You Sleep Well’.
Which brand in the last year has made the best use of digital and how?
The advent of Jio Cinema’s decision to broadcast IPL matches without imposing a paywall has set the stage for a remarkable surge in digital advertising. This extraordinary move has inspired numerous brands to embrace digital advertising with remarkable fervor and creativity. While it’s challenging to single out one specific brand in this wave, it is noteworthy to observe that beverage brands, as well as emerging digital payment and fintech platforms, have harnessed this opportunity with exceptional ingenuity.
The platform’s newfound accessibility has provided an ideal canvas for these brands to craft engaging and captivating narratives. Beverage companies have employed this space to elevate their products, creating immersive and memorable experiences for the audience. Simultaneously, digital payment and fintech pioneers have utilized this platform to showcase their innovative solutions and services, cementing their presence as indispensable players in the modern consumer landscape.
This digital advertising renaissance, catalyzed by Jio Cinema’s decision, has not only amplified brand visibility but has also redefined the art of storytelling in the digital realm. It showcases the agility and creativity of brands, further underscoring the significance of seizing such strategic opportunities to connect with their audiences in a profound and resonant manner.
In a post-Covid world, what are the dos and don’ts of digital marketing?
Firstly, let’s focus on the do’s.
In a post-COVID world, digital marketing retains its central role in business strategies. However, this landscape has evolved, necessitating a set of essential dos and don’ts for brands to navigate successfully.
Embracing a strong online presence is paramount. This entails maintaining an updated and mobile-friendly website that offers a seamless user experience. It also involves leveraging social media platforms, content marketing, and email marketing to connect and engage with your audience effectively. An active and engaging online presence is the foundation upon which modern digital marketing strategies are built.
Personalization is another key facet to focus on. Tailoring your marketing efforts to individual preferences can significantly enhance engagement and conversion rates. The more you can customize your content and communications to resonate with your audience on a personal level, the more impactful your digital marketing will be.
Content quality remains a cornerstone of digital marketing. Producing high-quality, relevant, and valuable content is non-negotiable. Your content should not just inform but also provide solutions to the problems your audience faces. Content marketing, in all its forms, continues to be a powerful tool for connecting with your target demographic.
Data-driven decision-making is the heart of modern digital marketing. Leveraging data and analytics allows you to make informed choices and optimize your strategies. Regularly monitor website traffic, email campaign metrics, and social media insights to ensure you’re on the right track.
For e-commerce businesses, optimizing the online shopping experience is critical. Ensure fast load times, easy navigation, and transparent checkout processes for a seamless and secure shopping journey for your customers.
Remaining adaptable to new digital platforms and emerging technologies is a must. Be open to innovations like augmented reality (AR), virtual reality (VR), and emerging social media platforms. These can be valuable tools for reaching and engaging with your audience in new and exciting ways.
Social and environmental responsibility should not be overlooked. Showcase your brand’s commitment to ethical practices and supporting important causes. Consumers increasingly value companies that demonstrate social and environmental responsibility, and this can be a potent aspect of your brand’s identity.
Finally, email marketing remains a potent tool for communication, customer retention, and lead nurturing. However, it’s essential that your emails provide value to recipients and don’t come across as overly promotional. An effective email strategy can build and strengthen customer relationships, which is vital in the digital landscape of today.
In the realm of digital marketing, it’s also imperative to be mindful of certain critical “don’ts” that can make or break the effectiveness and ethics of your strategies.
Firstly, ignoring the mobile user experience is a cardinal sin. With a significant portion of internet traffic originating from mobile devices, it’s crucial to ensure that your website and marketing materials are mobile-friendly. Neglecting this aspect can lead to alienating a substantial portion of your audience.
Equally important is not to overlook the significance of search engine optimization (SEO). Disregarding SEO can be a missed opportunity, as it’s indispensable for organic search visibility. Ignoring it means forfeiting the chance to attract valuable organic traffic.
Spammy marketing tactics, such as unsolicited emails, aggressive pop-ups, and excessive ads, should be avoided at all costs. These intrusive methods can not only drive users away but also tarnish your brand’s reputation.
Cybersecurity is another critical area not to underestimate. Protecting customer data and sensitive information is not only a legal requirement but also essential for maintaining trust and credibility.
In an era where ethical considerations are paramount, it’s important to be sensitive in your marketing approach. Avoid exploiting sensitive topics, like the pandemic, for marketing purposes, and always strive to be empathetic and considerate in your messaging.
Listening to customer feedback, whether it’s positive or negative, is vital for improvement. Disregarding this valuable source of insight means missing out on opportunities to enhance your products and services to better meet customer needs.
For businesses with physical locations, local SEO should never be underestimated. Ensuring your business is easily discoverable in local searches is essential for attracting nearby customers and driving foot traffic.
Lastly, don’t underestimate the power of data and analytics. Regularly reviewing and analyzing the performance of your digital marketing efforts is crucial. Data-driven insights enable you to make informed decisions and optimize your strategies for better results.
One recent bad case of advertising you have seen, and why?
I presently cannot recall any such example. However, I should state that Any attempt that lacks consumer sensitivity and veers away from ethical considerations is bound to face severe repercussions, often in the form of poor reviews and consumer backlash. In an era where consumers are more discerning and socially conscious than ever, brands that do not prioritize ethical, sensitive, and responsible marketing may find themselves facing public criticism and a decline in reputation, making it imperative for businesses to act with integrity and respect for their target audience’s values and concerns.