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. Harish Patel, co-founder, Logicloop, 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?
The landscape for launching brands in India has undergone a dramatic transformation, particularly with the rise of the digital age. We all have witnessed this evolution firsthand, and the distinctions are stark.
Previously, reaching a wide audience necessitated reliance on conventional media such as print and television, which targeted a broad and less specific demographic. This approach incurred high costs. The process of brand building followed a linear and gradual trajectory, reliant on conventional media for recognition. Communication with consumers was principally one-way, confined to controlled messaging through these traditional channels. Establishing a brand presence required substantial investments in traditional media, with limited avenues for cost optimization.
Presently, digital platforms present an unprecedented opportunity for expansive reach and accessibility. The utilization of social media and targeted online advertising empowers brands to establish connections with precise audiences spanning multiple regions, all at a significantly reduced cost compared to traditional methods. Within the digital landscape, there exists a framework facilitating swift brand awareness with the potential for virality. The deployment and scalability of campaigns are accelerated, enabling real-time adjustments and data-driven optimizations. In this digital realm, a two-way communication channel is fostered, allowing brands to directly engage with consumers, address concerns, and cultivate more robust relationships.
Online platforms provide instantaneous insights into consumer behaviour and sentiment through analytical tools and social media interactions. This wealth of information enables brands to adapt strategies promptly, ensuring ongoing relevance. Digital marketing encompasses a broader spectrum of cost-effective solutions, empowering brands to target specific demographics. Notably, the integration of influencers to engage a committed audience has proven instrumental for brands. It presents new opportunities, it creates new communities to join and it helps the Brands to remarket. One of the most prominent examples is the success of the clothing brand HRX.
This shift in the brand launch landscape presents exciting opportunities for businesses. By leveraging the power of digital tools and strategies, brands can reach wider audiences, engage effectively, and establish themselves in the market with greater efficiency and impact.
What are the recent best marketing or advertising campaigns you have seen and why?
In the current landscape, where audiences are inundated with numerous advertisements, one campaign that notably stands out is CRED. An exception to this campaign was an advertisement featuring Neeraj Chopra, strategically leveraging topical relevance following his Olympic Gold Medal win. CRED took a distinctive approach. Their advertisements were whimsical and unconventional, deviating from the norm by not delving into the specifics of benefits or features beyond cashback. The sole call to action was to encourage viewers to download the app. Targeting the right demographic played a crucial role in CRED’s success. The focus was primarily on the age group of 26–35, a segment likely to possess substantial disposable income and engage regularly with credit cards. These consumers, who grew up in the 90s, were skillfully engaged by tapping into their nostalgia, evoking memories of Anil Kapoor, Javagal Srinath, and the Nirma ad. Notably, CRED avoided succumbing to the temptation of frequently altering campaign ideas to “keep things fresh.”
Which brand in the last year has made the best use of digital and how?
The campaign revolves around the concept of making birthdays more special through personalized birthday songs. The call to action is clear: encouraging consumers to utilize a QR code or an online link for creating these personalized songs.
By offering personalized birthday songs, the brand taps into the emotional aspect of birthdays, making the celebration unique and memorable for the recipient.
The inclusion of QR codes is a modern and convenient touch. It aligns with current technology trends, providing an easy and quick way for consumers to engage with the campaign using their smartphones. The mention of scanning the QR code or tapping on a link implies simplicity and accessibility. This is crucial in ensuring a seamless user experience and a higher likelihood of consumer engagement. The integration of both QR codes and online links embraces a multichannel approach, acknowledging that consumers have different preferences when it comes to interacting with digital content which enhances the campaign’s reach.
The emotional connection associated with birthdays presents the personalized song as a thoughtful and heartfelt gift option. This emotional appeal can significantly resonate with the target audience.
Incorporating QR codes reflects a tech-savvy strategy, indicating that the brand is attuned to current digital trends.
By inviting consumers to actively participate in creating personalized content, the campaign promotes user engagement.
In a post-Covid world, what are the dos and don’ts of digital marketing?
Do:
One of the simplest “To Do” is embracing empathy. Consumers are still navigating the world with a mix of cautious optimism and lingering anxieties. Acknowledge these feelings by tailoring the messaging and visuals to be empathetic and reassuring.
In a world saturated with online information, building authentic trust is crucial. As an agency or a brand, it is more focused on building trust. Focus on transparency, consistency, and addressing customer concerns promptly.
Create valuable content that educates, entertains, and resonates with your audience. Focus on providing solutions, not just selling products. A simple, basic yet effective point is to embrace content marketing:
Everybody is looking for acknowledgment and wants something that affects the audience personally. Hence, Leverage the power of personalisation, and utilize analytics and personalization tools to deliver targeted messages and offers that cater to individual customer preferences.
Recently, we’ve observed a significant change in the social media scene, particularly with Instagram gaining substantial popularity. Prior to COVID-19, the main audience consuming content on the platform was largely in the 18-24 age group. However, post-pandemic, there has been a noticeable shift, expanding the age demographic on Instagram to include individuals aged between 18 and 55. This transition indicates a considerable broadening of the platform’s appeal across a more diverse age range, reflecting a noteworthy development in its user base.
There has been a shift in the way people engage with content, moving from static visuals to a preference for videos. The audience now shows a clear inclination towards video content over static images, reflecting a notable change in consumption patterns.
Don’t:
Consumer behavior is dynamic their needs and preferences have evolved since the pandemic. Don’t ignore the shifts in consumer behaviour and adapt strategies to reflect this by conducting regular market research and staying updated on trends.
With the increasing use of smartphones and tablets, ensure your website and online presence are optimized for mobile devices. Do not neglect mobile optimisation
Online reviews hold significant weight in today’s world. Actively engage with customer feedback, both positive and negative, and demonstrate a commitment to improvement. Ignoring or overlooking customer reviews will not let you understand what are the customers talking about the brand and what are their expectations from you.
Underestimate the impact of social media, cause it offers unparalleled opportunities for engagement and community building. Utilize these platforms strategically to connect with your audience, share your brand story, and address customer concerns.
With increased online activity comes the responsibility for data security. Prioritize robust cybersecurity measures to protect your customers’ information and build confidence in your brand. Do not discount the importance of security of your customer’s data.
By adhering to these simple steps, businesses can navigate the digital landscape in a post-Covid world with greater success. The key lies in understanding the evolving environment, adapting your approach, and prioritizing both customer needs and best practices.
One recent bad case of advertising you have seen, and why?
There has been a shift in consumer preferences in recent years. While television advertising held significant sway in the past, its effectiveness is waning, particularly with certain content. A prime example is the recent advertisement featuring three highly-regarded celebrities promoting a pan masala gutka brand.
Certainly, these widely acclaimed celebrities possess inherent value, often associated with their public image. However, both the celebrities and the brand must understand current social factors, taking into account current general perspectives and expectations.
Historically, advertisements leaned heavily on celebrities, often neglecting the importance of engagement or a compelling narrative. However, this conventional approach has become obsolete. The new age audiences demand a strategic shift in crafting ad films, emphasizing the art of storytelling, establishing a strong connection with the brand, and employing a straightforward scriptwriting style.
The quality bar for ad films has gone up, requiring a more polished and impactful approach to meet what the audience expects.
Consumers, especially younger demographics, are progressively moving away from conventional media outlets, placing greater reliance on a variety of online content. This change in consumption patterns underscores the need for a corresponding adjustment in marketing strategies. As consumers grow more socially and ethically aware, there is an increased scrutiny of brands and practices perceived as irresponsible or detrimental.