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. Sidhant Keshwani, founder and CEO, Libas, talks to BrandWagon Online about the dos and don’ts of digital marketing, best marketing campaigns, and more.
What’s the difference between launch a brand in today’s digital era versus earlier?
The key difference between launching a brand today versus earlier lies in the impact of digital transformation. Previously, brand launches depended heavily on traditional media like print, TV, and billboards, with slower feedback and one-sided customer engagement. Today, it’s more dynamic, data-driven, and accessible, with social media, e-commerce, and digital marketing enabling brands to connect directly with their audience in real-time. Brands can now adapt quickly based on instant feedback, focusing on community building, influencer partnerships, and authentic storytelling, whereas earlier it was about securing large-scale visibility through traditional channels.
In a nutshell, the digital era has totally transformed how brands are built, marketed, and perceived, emphasizing agility, engagement, and authenticity.
What are the recent best marketing or advertising campaigns seen and why?
A recent ad campaign that stood out to me is the Whisper ad, which promotes education among young girls in a compelling and impactful way. What makes this campaign remarkable is how it addresses a sensitive issue—menstrual health—and ties it to the larger message of empowerment through education.By breaking taboos and starting conversations around menstruation, Whisper effectively raises awareness while also promoting confidence among young girls. The campaign balances emotional storytelling with social responsibility, making it not just a product promotion but a movement aimed at societal change. This kind of purpose-driven marketing is powerful because it connects with the audience on a deeper level, fostering brand loyalty while making a positive impact.
In a post covid world, what are the do’s and don’t of digital marketing (share 4 pointers for each)
Do’s:
- Focus on Authenticity- In a landscape where consumers are increasingly skeptical, showcasing genuine brand values and transparent communication is essential. Brands that share their true stories and acknowledge their flaws can foster deeper emotional connections with their audience, particularly among younger demographics like Gen Z, who prioritize authenticity in their interactions with brands.
- Leverage Data and Personalization- Utilizing data-driven insights allows brands to create tailored marketing experiences that resonate with individual customer preferences. By analyzing consumer behavior and preferences, businesses can implement hyper-personalization strategies that significantly enhance engagement and conversion rates, ultimately leading to higher ROI.
- Invest in Omnichannel Presence- A robust omnichannel strategy ensures that brands maintain a consistent presence across various platforms, meeting customers where they are. This approach not only enhances customer experience but also allows for seamless interactions, reinforcing brand loyalty as consumers engage with the brand through multiple touchpoints.
- Engage Through Value-Driven Content- Creating content that provides real value to consumers is crucial for engagement. By focusing on educational, informative, or entertaining content, brands can build trust and authority within their industry, encouraging ongoing interaction and fostering a loyal customer base
Don’ts:
- Don’t Overlook Customer Experience- Neglecting customer experience can lead to dissatisfaction and loss of loyalty. In a world where consumers expect seamless interactions, failing to prioritize this aspect can drive customers away. It’s crucial to ensure every touchpoint is optimized to meet customer needs and expectations.
- Avoid Hard-Selling- Aggressive sales tactics can alienate potential customers. Instead of focusing solely on pushing products, brands should aim for meaningful engagement. Hard-selling can damage relationships and lead to negative perceptions, so it’s important to adopt a softer, more value-driven approach.
- Don’t Ignore Data Privacy- With growing concerns around data security, overlooking data privacy can seriously harm your brand’s reputation. Failing to protect customer information not only risks legal issues but also erodes trust. It’s essential to prioritize transparent data practices and ensure compliance with privacy regulations.
- Avoid Irrelevant Trends- Jumping on every trend without consideration can dilute your brand message and confuse your audience. Pursuing trends that don’t align with your values or target market can lead to disengagement. It’s important to stay focused on what truly resonates with your audience to maintain authenticity and relevance.
Can you recall a recent instant of poorly executed advertising and campaign and explain why it fell short?
In my view, no campaign can be labelled strictly as good or bad; it largely depends on individual perspectives and contexts. The essence of a successful advertising campaign lies in its ethical approach, authenticity, distinctiveness, and simplicity.
When a campaign resonates with its audience, it often stems from a genuine understanding of their values and needs. Authenticity builds trust, while a unique angle helps the message stand out in a crowded market. Additionally, clarity is crucial; a simple and straightforward message is more likely to engage consumers effectively. Ultimately, every campaign provides valuable lessons and insights, and the focus should be on continuous improvement and learning within the industry.