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. Arvind Saxena, head – marketing centre of excellence (MCoE) – global smart cities (GSC), NEC Corporation & CMO, NEC Corporation India, talks to BrandWagon Online about the dos and don’ts of digital marketing, best marketing campaigns, and more.
1. What is the difference between launching a brand in today’s digital era versus earlier?
In today’s digital era, launching a brand is easier than ever, thanks to AI, data analytics, and digital platforms providing real-time insights. However, sustaining a brand’s equity and reputation amidst shifting market dynamics, evolving customer needs, and heightened competition is far more challenging. Legacy brands like NEC, with their deep-rooted values, have had to evolve, balancing tradition with innovation while adapting to the changing expectations of modern consumers.
2. What are the recent best marketing or advertising campaigns you have seen and why?
In my opinion, while marketing strategies can vary, there’s undeniable power in combining technology with emotional resonance, and Sphere, a futuristic entertainment venue, achieved this perfectly with its launch. By selecting U2, an iconic band with global appeal, they tapped into both nostalgia and cultural relevance while showcasing their cutting-edge technology. This blend of innovation and emotional connection created more than just a spectacle—it delivered a truly memorable experience for people to cherish for a long time to come. It’s a great example of how well-executed experiential marketing can captivate audiences and leave a lasting impact.
3. Which brand in the last year has made the best use of digital and how?
One brand that stood out in the past year for its innovative digital strategy is BlinkIt. Their marketing approach is a great example of how digital platforms, combined with creativity, humor, and relatability, can drive strong engagement. A standout instance was their viral Twitter campaign, where BlinkIt transformed a casual tweet into a marketing success by humorously responding to a user with a clever delivery-related joke. This interaction quickly gained traction, boosting brand visibility and helping the brand seamlessly connect with a broader audience.
4. In a post-Covid world, what are the dos and don’ts of digital marketing?
In the post-COVID world, effective digital marketing hinges on a few key principles: a 360-degree approach that leverages organic channels, storytelling that resonates on a personal level, and cultivating brand advocates. One of our campaigns, ‘NEC Makes it Happen’ is a prime example of this strategy.
We utilized a range of owned channels, including PR and SEO, to showcase how technology is transforming everyday life—making it safer, more efficient, and solving real-world problems. By aligning our message with the aspirations of the common man, we have not only built stronger connections but also fostered brand advocacy. More importantly, it’s allowed us to become part of their story, rather than just telling ours.
5. One recent bad case of advertising you have seen, and why?
Bold claims in advertising can undoubtedly capture attention and drive engagement, but they must be backed by concrete, verifiable data to sustain credibility. Recently, a brand positioned itself as the ‘4th largest EV company in the world.’ While this ambitious statement initially garnered attention, closer scrutiny revealed numerous qualifiers hidden in the fine print, which diluted the claim’s legitimacy. This lack of transparency sparked widespread backlash, particularly on social media. The lesson here is clear: in today’s hyper-connected world, consumers demand authenticity. Ambitious messaging, when not grounded in solid evidence, can quickly erode trust, damage reputation, and overshadow even the most well-intentioned campaigns. Trust is hard to earn but easily lost, especially when expectations don’t align with reality.