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. Neelima Burra, chief strategy and transformation officer, Luminous Power Technologies, 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 the digital era differs significantly from earlier times due to the vast opportunities and challenges brought forth by the digital landscape. In the past, brands relied heavily on traditional media channels such as television, radio, and print to promote their products or services. However, in the digital era, brands have access to a multitude of digital platforms and tools, allowing them to reach a wider audience, target specific demographics, and engage in personalized marketing efforts. Additionally, the rise of social media has transformed the way brands interact with consumers, enabling direct communication, real-time feedback, and the ability to build strong online communities. With the speed and reach of digital communication, launching a brand in the digital era demands a strategic and integrated approach that harnesses the power of digital technology to effectively connect and engage with consumers on a more personalized level.
What are the recent best marketing or advertising campaigns you have seen and why?
This year has witnessed some remarkable marketing campaigns, and one that I personally liked was by Reliance Digital. The campaign carries a powerful message: ‘Technology se rishta jodo,’ meaning ‘Connect with technology.’ What makes it stand out is its ability to capture the sentiments of those who may feel left out in the rapidly evolving world of technology. The campaign sheds light on often overlooked individuals, such as homemakers, dads, and grandmothers, who might not be well-versed with the latest gadgets. It serves as a gentle reminder for all of us to be patient, understanding, and inclusive. The core message is clear – technology is for everyone, and we should ensure that everyone is a part of this transformative journey.
What sets this campaign apart is its emphasis on more than just gadgets. It goes beyond showcasing products; it’s about empathy and embracing the fact that we all have different levels of familiarity with technology. In a landscape filled with flashy tech ads, this campaign tugs at the heartstrings by reminding us that behind every device lies a unique and valuable human connection. This is a great example of what great marketing is truly about – connecting with people on a human level.
Which brand in the last year has made the best use of digital and how?
I personally liked Nike campaign this year. In 2023, Nike emerged as the brand that made the best use of digital media. Leveraging their strong presence on various digital platforms, Nike effectively communicated their brand message while engaging with their target audience in a meaningful way. Nike’s digital campaigns creatively utilized augmented reality (AR) and virtual reality (VR) technologies to provide customers with immersive experiences. For instance, Nike’s AR app allowed customers to virtually try on their latest shoe releases, enabling them to make informed purchasing decisions. Additionally, Nike’s collaborations with social media influencers and personalized retargeting strategies ensured effective reach and engagement. Overall, Nike’s innovative approach towards digital media combined with compelling content made it the best brand in 2023.
I also feel Women in Energy Campaign by Luminous Brand was very impressive on social media to create conversation in energy sector. Brand collaboration with TOI and debate on role of women in driving economic growth was a powerful, meaningful statement by the brand leading energy solutions industry.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In the evolving digital landscape post-Covid, it’s crucial for brands to adopt a more genuine and compassionate approach. The dos include showcasing empathy and understanding towards your audience’s changing needs. Collaborating with micro-influencers who have a strong connection with specific communities can add a personal touch to your outreach. Prioritizing user-centric content that aligns with the values of your audience enhances relatability. It’s important to remember that authentic connections matter in this digital age where people seek more meaningful interactions.
On the other side, it’s important not to focus on negative stuff when you talk to people online. Try to keep things positive to make your brand feel good. Automated tools can be helpful, but don’t only use them. Look at the data, but also remember to be real and connect with people. It’s crucial to find the right balance between using technology and being genuine to ensure our online journey is friendly and successful in this ever-changing digital world.
One recent bad case of advertising you have seen, and why?
In recent times, several brands have updated their logos and names to refresh their image. The issue here is that brands are like symbols that people recognize and have feelings about. They help us decide what to choose. When a brand changes its iconic stuff, like the logo, it can make it harder for people to recognize and connect with it. This can be risky because it might take away the special and easily recognizable image that the brand worked hard to build over the years. It could make it less clear for people when they see the brand, and that might not be a good thing.