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. Valay Lakdawala, co-founder and CMO, NeoNiche Integrated Solutions, 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 the current digital landscape, the approach to brand launching has undergone a significant transformation, driven by technological advancements and the application of AI. Brands are now leveraging data analytics and AI to gain a deeper understanding of consumer preferences, facilitating a shift towards more personalised marketing strategies. This data-centric approach is a departure from traditional methods, which predominantly relied on general market research.
The role of digital channels, particularly social media, has become paramount in disseminating brand messages, a notable change from the previous reliance on print and television media. Programmatic advertising, utilising AI for automated and targeted ad placements, has emerged as a key component in modern marketing strategies, optimising efficiency and reach.
Diversity in content format, including videos, podcasts, and augmented by AI-generated material, alongside influencer marketing, plays a significant role in authentic audience engagement.
For successful brand launches in this era, an omnichannel approach is crucial, ensuring a seamless customer experience across both digital and physical platforms. Additionally, brands must employ advanced digital tracking and AI for precise measurement of ROI and campaign effectiveness. In this evolved marketing environment, brands are expected to be agile, uphold ethical standards, and maintain a strong customer-centric focus in their strategies.
2. What are the recent best marketing or advertising campaigns you have seen and why?
In 2023, both globally and in India, several marketing and advertising campaigns stood out for their success, creativity, and effective engagement with audiences. I will highlight one each which is close to my heart.
Mattel and Warner Bros. for ‘Barbie’ Movie: This campaign rejuvenated the Barbie brand by tapping into a mix of modern inclusivity and nostalgia. It not only celebrated Barbie’s new diversity-focused image but also evoked a sense of nostalgia, reminding adults of their childhood connections with Barbie. The integration of experiential activations and product collaborations with various brands created a multifaceted campaign that resonated across different age groups, effectively propelling Barbie back into cultural relevance and
CRED – Fills most voids ft. Zeenat Aman
Featuring legendary Bollywood actress Zeenat Aman, this ad stood out for its blend of humor and nostalgia. It effectively promoted CRED’s services while engaging audiences with a mix of existential musings and practical solutions.
3. Which brand in the last year has made the best use of digital and how?
As of 2023, several brands in India have effectively leveraged digital media for brand marketing. These companies have utilised various online platforms, including social media, influencer partnerships, content marketing, and more, to enhance their brand presence and engage with their audience.
The top two being
Zomato: Known for its creative and often humorous social media campaigns, Zomato has been a frontrunner in utilising digital media for brand marketing. Their social media posts often go viral for their witty and relatable content, which resonates with a young, internet-savvy audience.
Tata Motors: In the automobile sector, Tata Motors has embraced digital marketing to enhance its brand image and reach potential customers. They have used virtual reality experiences, social media campaigns, and digital showrooms to engage with a tech-savvy audience.
4. In a post-Covid world, what are the dos and don’ts of digital marketing?
In the post-COVID world, digital marketing has become even more pivotal for brands as consumer behaviors and preferences have shifted significantly. As a brand marketing expert, here’s a comprehensive list of the top dos and don’ts in this evolving landscape:
Dos – Prioritise Customer Experience: Ensure a smooth and enjoyable customer journey across all digital touchpoints, from the first interaction to post-purchase support.
Leverage Video Marketing: With the increasing consumption of video content, invest in video marketing to communicate your brand story, demonstrate products, and engage with your audience.
Embrace Personalisation: Tailor your marketing messages and content to meet the specific needs and preferences of your audience. Use data analytics to understand customer behavior and personalise your approach.
Invest in Quality Content: Focus on creating high-quality, relevant, and engaging content. Content is not just king; it’s the kingdom in digital marketing. This can be in the form of blogs, videos, podcasts, or infographics.
Donts –
Don’t Ignore Customer Feedback: Negative feedback should be addressed promptly and constructively. Ignoring it can damage your brand reputation.
Avoid “One Size Fits All” Strategies: What works for one demographic or platform may not work for another. Customise your strategies accordingly.
Avoid Being Inconsistent: Inconsistent messaging across different channels can confuse your audience. Maintain a consistent brand voice and message
Avoid Being Too Sales-Centric: While conversions are important, overly sales-centric messaging can deter customers seeking valuable, informative, or entertaining content.
5. One recent bad case of advertising you have seen, and why?
One example that I personally feel is not a great example of advertising is Kent RO Systems’ “Atta and Bread Maker”
Kent RO Systems, primarily recognised for its water purification products, ventured into promoting a kitchen appliance – an “Atta and Bread Maker” – during the height of the COVID-19 pandemic in 2020. The aim was to market this product as a hygienic solution for preparing dough in Indian households.
Controversy:The ad emphasised the machine’s ability to knead dough without human touch, suggesting this method was more hygienic than traditional hand-kneading. It featured the tagline, “Are you allowing your maid to knead atta dough by hand? Her hands may be infected.”
Public Reaction: This message immediately sparked controversy. The advertisement was perceived as displaying a lack of empathy towards domestic workers, insinuating that they were unsanitary. This was particularly sensitive given the socio-economic impact of the pandemic on this labor segment.
Cultural Insensitivity: The ad was also criticised for being culturally insensitive. In India, where cooking is deeply ingrained in the culture and often involves traditional methods, the suggestion that hand-kneading was unhygienic struck a discordant note with many.