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. Anmol Sahai Mathur, CMO, MARS Cosmetics, 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 launch of MARS Cosmetics in today’s digital world represents an important shift from the traditional world. The digital world allows us to take a more targeted and engaging approach, allowing us to interact directly with our audience. We can use social media to tell our brand’s story, highlight product innovations, and connect with customers with a more personal touch. Also collaborating with influencers expands our reach by allowing trusted speakers to advocate our cosmetics and interact with their audience openly. Additionally, e-commerce platforms provide a direct platform for consumers to browse and purchase MARS Cosmetics products everywhere, despite their geographical locations. Also, real-time feedback from our audience on various platforms enables fast changes and enhancements that match changing tastes. The digital era allows us to create a community around our brand, promoting loyalty through online platforms and user-generated content. This innovative approach which combines focused engagement and fast feedback, places MARS Cosmetics at the center of a new era in brand launches, generating real connections with our audience.
What are the recent best marketing or advertising campaigns you have seen, and why?
“The Whole Truth Sayers” by The Whole Truth is a recent marketing campaign that has connected with MARS Cosmetics. The campaign focuses on the universal issue of misleading influencer marketing, which is an issue that resonates with our dedication to transparency and authenticity. “The Whole Truth Sayers” stands out for its commitment to truth, encouraging influencers to give honest feedback about items. This campaign stands out for its proactive approach to criticizing the present status of influencer marketing while actively aiming to change the subject matter. The Whole Truth addresses an everyday problem while also encouraging a shift toward more honest and transparent communication with consumers by developing a platform that supports authenticity. This campaign is consistent with MARS Cosmetics’ principles as we believe in developing trust in the beauty industry through genuine interactions and true representation.
Which brand in the last year has made the best use of digital, and how?
Since MARS Cosmetics is in the beauty industry, I think Jaguar’s recent digital marketing effort for its lighting line is very impressive. Jaguar, usually connected with bathroom fittings, used digital platforms in a smart and new way to promote its lighting section. The campaign was launched during the 2022 IPL season. Jaguar’s strategy is renowned for combining comedy and a surprising twist, capturing the audience’s attention and efficiently presenting a broad range of lighting products. The campaign’s success is based on its capacity to not only entertain but also inform viewers resulting in a meaningful digital experience that goes beyond the traditional limitations of brand perception. This example motivates MARS Cosmetics to look for new ways to use digital platforms to widen our brand narrative and connect with audiences in unexpected and interesting ways.
In a post-Covid world, what are the dos and don’ts of digital marketing?
Do’s:
MARS Cosmetics has been improving the customer buying experience and increasing brand faith by smoothly incorporating e-commerce platforms into our digital strategy. Customers will have a more convenient online experience as an outcome. It maintains vibrancy through constant experimentation and reinvention, generating enhanced engagement by remaining adaptive to changing trends. Utilize data analytics to provide specific product recommendations, improve user experiences, and increase customer loyalty by modifying our offers to individual interests. This comprehensive approach places MARS Cosmetics at the forefront of a customer-centric digital environment in which innovation, adaptability, and personalized engagement meet to create a captivating brand experience.
Don’ts:
MARS Cosmetics encourages transparent communication about data usage and follows privacy rules by removing any user privacy issues. Effective online reputation management is essential in the post-Covid digital era. We ensure the safeguarding of a positive brand image by strongly resolving and decreasing negative feedback. The dedication we have to transparency and reputation management highlights our commitment to upholding trust and honesty in our relationships with customers.
One recent bad case of advertising you have seen, and why?
There isn’t a specific bad case of advertising I would like to talk about rather a very common negative aspect that I have observed in the cosmetic industry is advertisements showing flawless beauty. Models that are usually shown in the advertisement appear unrealistically perfected which can negatively impact people’s body image. This is particularly concerning in light of recent studies that highlight the detrimental effects of overly perfected beauty images. Research has shown that exposure to such digitally altered representations can lead to body dissatisfaction, depression, and anxiety, and even contribute to eating-disordered behaviours in girls and women. For a brand that plays a significant role in shaping beauty standards, it is crucial to be mindful of the potential impact and advertise thinking about the well-being of the audience. Striking a balance between promoting products and creating a healthy body image is essential to ensure responsible and ethical marketing practices.