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. Gunjan Khetan, marketing director, Perfetti Van Melle India, 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?
In today’s digital era, launching a brand involves a nuanced approach. The most important factor influencing our strategy is a sharper focus on brand objectives and digital can help us tailor execution to these objectives. With the diverse landscape of digital platforms, our choices are driven by the specific goals we aim to achieve, whether it’s brand awareness, engagement, or sales.
Unlike earlier times when TV dominated, today’s scenario requires a careful balance between traditional and digital channels. An omnichannel approach is crucial to ensure maximum reach and resonance among our target audience. We recognise that the audience is now split between TV and digital, and our strategy is designed to capture their attention across these varied touchpoints.
What are the recent best marketing or advertising campaigns you have seen and why?
One recent marketing campaign that has truly caught my attention is Lenskart’s ‘Glasses badlo, Vibe badlo.’ Despite not being an avid consumer of content, its impact stands out as the campaign’s brilliance lies in its ability to communicate the transformative impact of eyewear choices on personal style, making it a standout example of translating a marketing brief into a creative execution with simplicity and sharpness.
Which brand in the last year has made the best use of digital and how?
Among the myriad of brands that executed remarkable digital campaigns in the past year, one that personally stood out for its innovation and engagement is Chupa Chups. The campaign ‘Chupa Chups Halloween Hacks 2.0′ ingeniously leveraged augmented reality (AR) and artificial intelligence (AI) to create a captivating Halloween experience.
We created http://www.chupachupshalloweenhacks.com as a platform to serve as an enchanting portal, utilising AR to weave a spooky landscape within the confines of users’ homes. The integration of AI-driven features, such as the Look Generator, elevated the campaign by allowing users to experiment with Halloween-inspired avatars in a gamified fashion. Strategic collaboration with influencers like Avneet Kaur and scout (Tanmay Singh), helped to enhance the campaign’s social media reach. I believe through this campaign we not only showcased technical prowess but also demonstrated a deep understanding of consumer preferences and behaviors, making it a standout example of impactful digital marketing.
In a post-Covid world, what are the dos and don’ts of digital marketing?
The natural gravitation towards digital platforms, especially considering the younger demographic profile of India, is undeniable. However, the challenge lies in addressing the fragmented attention span. The ‘Do’s’ include crafting creative content that seamlessly cuts through the noise, concise and visually appealing communication often resonates more effectively. Additionally, respecting user privacy is non-negotiable. Striking the right balance between personalisation and privacy is crucial to building trust with the audience, and engaging in transparent and ethical data practices is a priority.
The ‘Don’ts’ involve overlooking the diversity of digital channels. A one-size-fits-all approach won’t suffice. Instead, it is important to tailor strategies to suit the specific dynamics of each platform. Additionally, avoiding intrusive marketing tactics and ensuring that promotional efforts align with the evolving values and sensitivities of the post-Covid consumer is paramount.
One recent bad case of advertising you have seen, and why?
When it comes to advertising, the top priority should be to avoid anything that could hurt people’s feelings. The main aim of advertising is to spread a positive message while promoting a product or service. Ads should be easy to understand and make everyone feel comfortable, using a subtle approach that doesn’t offend anyone.