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. Ankit Agrawal, director, Mysore Deep Perfumery House, 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 today’s era has transformed significantly, with communication becoming faster and more effective, enabling us to reach the last mile in no time. At MDPH, when we introduce a new product or brand, we leverage various communication modes, such as WhatsApp flyers to connect with our distributors, retailers and our own team. Additionally, we utilize social media platforms like Instagram and Facebook to engage with end consumers.
The digital era has enhanced communication by making it more efficient and visually appealing, allowing customers to experience the product virtually without waiting for it physically. However, to truly appreciate the quality and essence of the final product, consumers often need to touch and feel it, envisioning it in their own space to make a final decision. Social media provides customers with access to all relevant collaterals, enabling them to compare products online and with competitors, thus speeding up the decision-making process.
Can you share some recent outstanding marketing or advertising campaigns and explain what makes them stand out?
I’m not much of a television enthusiast, but I find the new CRED ads to be incredibly good and catchy, particularly those featuring popular sports personalities like cricketer David Warner and tennis player Leander Paes. The ads are not only appealing but also highly innovative, effectively utilizing their brand ambassadors.
The commercials are well-crafted, using Leander Paes’ tennis skills and David Warner’s famous reels on Indian culture and movies to great effect. This is one campaign I thoroughly enjoyed, as the ads are both entertaining and extremely funny to watch.
Which brand has effectively harnessed digital marketing in the past year and how did they do it? Which brand has harnessed digital marketing in the past?
I have noticed a strong connection between digital marketing and product sales. These days, many smaller brands are making a significant impact on consumers and creating positive buzz in the market. Although I’m not sure how popular they are or how much sales they generate, brands like Snitch have caught my attention through their advertisements, leading me to start using their products.
Among the brands that are thriving in the online space, I believe Nykaa stands out. While it is not a brand itself, it is a platform that has successfully brought a wide range of high-quality global and Indian cosmetics to consumers. Similarly, I find Blinkit to be an excellent, user-friendly service that efficiently meets your product needs. These are a few brands that have distinguished themselves over time.
In a post-covid world what strategies should be emphasized and avoided in digital marketing?
In my opinion, sales-based marketing should be emphasized. Solely focusing on branding can be extremely difficult and costly. Also on the other hand, if a company has lower budgets, the brand tends to get lost because digital is such a big space.
Overall, marketing and digital efforts should be sales-focused, aiming for effective conversions by reaching the actual users. Digital marketing should be more targeted, focusing on specific pin codes. Reaching the right target audience achieves two key objectives:
- It ensures transparency in promotional spending within a specific area.
- It allows the brand to spend less compared to broader, less targeted campaigns.
This approach will have a greater impact on sales and enhance brand recall, ultimately reaching a wider audience more efficiently.
Can you recall a recent instance of a poorly executed advertising campaign and explain why it fell short?
One campaign that comes to mind is the poorly executed campaign involving Poonam Pandey.
The campaign aimed to raise serious awareness about cervical cancer, a significant health issue affecting women. However, the approach was so poorly conceived that it ended up backfiring.
The campaign featured an ill-conceived stunt where a person was declared dead, causing widespread shock and rapid news spread. The next day, the same person declared themselves alive, revealing that the stunt was meant to promote cancer awareness. This tactic left a bad taste with the masses and overshadowed the serious message.
There are far more creative and effective ways to handle such a serious awareness campaign. Creative directors should ensure the message is clear and positive, keeping the brand and the cause in a favorable light. The creative process should be thoughtful and well-received, avoiding negativity and ensuring the right message is conveyed.