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 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. Dr. Gauri Bhasin, executive director- marketing and chief operating officer, Manav Rachna Vidyanatariksha, 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?
Owing to digital advancements, launching a brand today has become way easier than ever. From the ability to reach a worldwide audience to real-time interactions for refining strategies to predictive data analytics for rich data-driven decision-making, the digital era offers faster, more interactive opportunities for brand launches. Add to it the cost-effectiveness in deriving maximum quality grade traffic, and even small brands are now competent in creating great impacts through digitised marketing strategies. However, the role of traditional media like TV, radio, and print in offering broad audience access and high credibility cannot be undermined. Integrating traditional and digital media can ensure an enhanced brand image and high-performance campaign execution.
What are the recent best marketing or advertising campaigns you have seen and why?
New-age companies that I admire are bold enough to pitch innovative campaigns and smart enough to connect with their target audience like never before. Here are some examples:
Coldplay – The band released a sustainability report highlighting their use of plant-based LED wristbands and kinetic dance floors to generate energy during concerts. For every ticket sold, they pledged to plant one tree, resulting in 5 million trees. Moreover, their shows were powered by 100% renewable energy, reducing CO2 emissions by 47% compared to their previous tour.
Another memorable campaign is Cadbury’s Diwali campaign, “Not Just A Cadbury Ad,” which recognised small businesses and store vendors within their distribution network, instead of just promoting their brand. In phase 2, it created AI-generated hyper-personalised ads for its customers and later leveraged QR codes on their packs to anchor in hawkers selling Cadbury products, close to their existing clients.
Which brand in the last year has made the best use of digital, and how?
I believe Netflix has set a strong precedent in the AI space since last year. As a subscription-based service available in over 190 countries, Netflix exemplifies the concept of “Precise Targeting = Heightened ROI.” The company has significantly advanced the hyper-personalised recommendation game. Through Instagram sneak peeks, meme marketing, provisions in 45 languages, and celebrity endorsements, Netflix’s marketing strategies have been highly impressive.
Netflix’s use of AVA technology to screen and select client preferences, along with personalised thumbnails for a customised screen display, has captivated users like never before. This smooth, smart, and magnificent move has solidified Netflix’s position as a leader in innovative and effective marketing strategies.
In a post-Covid world, what are the dos and don’ts of digital marketing?
The pandemic has been a catalyst for seismic shifts in consumer behaviour and expectations. I think what people engage with the most falls into 3 categories – Authenticity, Relatability, and Motivation. Having said that, if I have to list down do’s and don’ts, it would be:
Dos:
Authenticity is paramount: Brands must establish genuine connections by aligning their messaging with social causes, embracing diversity, and showcasing corporate responsibility. This also helps in building trust.
Personalisation is king. Leveraging data-driven insights to deliver hyper-personalised experiences across channels is no longer a luxury; it’s a necessity to capture the fickle attention of modern consumers. However, prioritising ethical and stringent data privacy practices is equally important.
Omnichannel presence is vital: Seamless integration across digital touchpoints, from social media to websites, and PR, ensures a cohesive brand experience that resonates globally.
Agility is key: The ability to pivot strategies swiftly, based on real-time consumer feedback and market dynamics, separates the winners from the laggards.
Creativity reigns supreme. In a world saturated with digital noise, innovative campaigns that evoke emotion and surprise will captivate audiences and cultivate brand loyalty.
Multimodal search optimisation is crucial: Visual search and voice search are booming globally, necessitating robust SEO strategies for visual content and voice queries optimised for platforms like Google’s SGE.
AI adoption is the new frontier: Artificial intelligence is reshaping data modelling, task automation, and product data enrichment. Brands must leverage it judiciously to recognise errors, generate keyword-rich content, and elevate digital marketing efforts.
Less is more: Nobody wants to read long paragraphs. The ability to convey your message and thought process to the audience in minimum words is what catches attention.
Don’ts:
Tone-deafness is a cardinal sin: Brands must exhibit empathy and cultural sensitivity, avoiding gaffes that could alienate diverse global audiences.
Hard-selling is a turn-off: Consumers crave value-added content and experiences, not blatant sales pitches.
Ignoring data is detrimental: Failing to leverage analytics and insights results in strategies disconnected from consumer preferences.
Complacency is a recipe for failure: Resting on laurels and neglecting digital transformation will render brands obsolete in the face of ever-evolving consumer demands.
If brands adhere to these principles, they can craft digital marketing strategies that resonate with audiences worldwide and thrive in the coming time.
One recent bad case of advertising you have seen, and why?
One bad case of advertising that hurt the sentiments of the community was that of ‘Burger King’ and that too on the occasion of globally celebrated ‘Women’s Day’; when they tweeted that “Women Belong in the Kitchen”. The intention was outright noble- to highlight a scholarship for women chefs but the campaign ended up receiving a massive backlash. Instead of going for sexist bait and click, the firm should have opted for a campaign that exuded sentimental positivity and humaneness for the masses. Empathy and consideration are critical to connecting with new-age clients.