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. Dr Ashish Bajaj, chief marketing officer, Narayana Health, 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 digital era has undoubtedly transformed the way businesses build brands today.
In the past, reaching a national or global audience required extensive resources, time, and physical presence in multiple locations. With digital platforms, a brand can now reach millions of potential customers worldwide with a single social media post, website launch showcasing its offerings, or online campaign. This immediate global reach accelerates brand recognition and awareness. Also, in the digital era a lot of cost-effective mediums to advertising & marketing are also available vis-à-vis earlier when only big brands with deep pockets could think of advertising to a national or global audience. This change has really given an impetus to start-ups and small businesses to now think big and think creatively. In the digital era you can instantly connect with a global audience, get feedback right away, and adjust your strategy quickly. It’s faster, more cost-effective, and offers a level of direct engagement with customers that was nearly impossible before. Plus, the data you gather from online interactions helps you make smarter decisions to grow your brand faster than ever.
What are the recent best marketing or advertising campaigns you have seen & why?
In today’s net banking era, I really like the Vigil Aunty Campaign introduced by HDFC bank. The bank created their own social media influencer Vigil Aunty to provide customers with information on safe banking habits & make them aware of the various modus operandi used by fraudsters to steal money from people’s bank accounts. The same was done via humorous yet informative videos and content. I liked the campaign because it effectively combined humour with a serious message, making it both engaging and memorable for the viewers.
Which brand in the last year has made the best use of Digital and How?
One Indian brand that stands out for me in the digital space is Zomato. They have an extremely engaging presence in all social media platforms & I really like their witty banter with other brands and humorous content they post online to connect with the audience which makes them really stand out in an otherwise boring & crowded food delivery space. They regularly also post blogs, videos etc. on their app and website covering a wide range of topics right from food trends and recipes to restaurant reviews and city guides which makes so much sense for their category. Also their innovative campaigns such as the Zomato premier league during IPL offering discounts and deals tied to cricket matches is the kind of stuff that really engages the consumers of today. So I feel that they have understood their audience really well and using it to the best of their advantage.
In the post Covid world what are the dos and dont’s of Digital marketing?
In the post-COVID world, digital marketing has become even more nuanced and intricate.
I would say in the post covid world, Micro is the New Macro. Brands need to be constantly on the watch & stay attuned to small yet impactful consumer trends. They need to create content that resonates with the current situation, trend and consumer sentiments. Being active and engaging with what consumers are doing really helps keep your brand relevant and visible. The second would be personalisation at scale wherein brands build tailored journeys or stories for their consumers.
One recent bad case of advertising you have seen, and why?
The evaluation of advertising can be quite subjective, often based on the output or results it produces. According to me the distinction between “good,” “bad,” or “ugly” advertising often depends on various factors that go beyond the ad itself. It can be influenced by factors including audience reception, brand reputation, cultural context, impact on business goals, creativity, ethics, and industry standards. What resonates positively with one audience segment might fall flat or even offend another. So there really cannot be one example of the same.