BrandWagon Adtalk with Redington’s Puneet Chadha

Q1. What is the difference between launching a brand in today’s digital era versus earlier?

Launching a brand in today’s digital era is vastly different from earlier times due to the immediacy, reach, and personalization that digital platforms offer. Previously, brand launches relied heavily on traditional media like TV, radio, and print, where the communication was largely one-way. Now, the focus is on building relationships and engaging with customers through multiple channels, including social media, search engines, and influencers.

One of the most significant shifts is the importance of data and related analytical tools. In the digital age, data is the new currency. The ability to gather, analyse, and act on data in real time has become crucial for successful brand launches. Analytical tools allow marketers to understand customer behaviour, preferences, and trends, enabling more targeted and effective campaigns. This data-driven approach ensures that brands can tailor their messaging to specific demographics, making the launch more personalised and impactful.

Modern marketers need a blend of creativity, business acumen, and analytical skills. Crafting compelling stories and innovative campaigns is essential, complemented by a deep understanding of data and technology. Marketers interpret data, derive insights, and creatively guide customer journeys across touchpoints. Additionally, the tech stack available today plays a crucial role. Modern marketing relies on a sophisticated array of tools and platforms that integrate customer relationship management (CRM), marketing automation, social media management, and analytics. This enables marketers to use data creatively and effectively, ensuring that every touchpoint in the customer journey is optimised for engagement and conversion.

Marketers prioritise time and urgency. Brands like Apple or Tesla, for example, generate global buzz rapidly through tweets or live-streamed events. The digital era enables real-time feedback and messaging adjustments based on audience reactions. At Redington, we leverage data and creativity to ensure successful brand launches

We’re also actively leveraging AI in our marketing efforts right from content creation to predictive analytics. AI, however, is a powerful technology that requires responsible use. We’re all too familiar with what AI can do if it’s in the wrong hands.

In essence, launching a brand in today’s digital era is a more dynamic, interactive, and consumer-centric process that requires a strategic and integrated approach to effectively engage with consumers.

Q2. What are the recent best marketing or advertising campaigns you have seen and why?

Recently, we’ve observed a growing trend of brands integrating Artificial Intelligence (AI) into their marketing and advertising strategies to deliver more personalized experiences to customers.

One of the standout campaigns in recent times is Apple’s “Shot on iPhone” campaign. The brilliance of this campaign lies in its simplicity and user-generated content. Apple effectively turned its customers into brand ambassadors by encouraging them to showcase the photography capabilities of the iPhone. This not only created a massive amount of free, high-quality content but also built a community around the brand. The campaign’s success is a testament to the power of leveraging user-generated content in a way that resonates with people on a personal level.

Another excellent example is Microsoft’s “The Surface Pro” campaign. Microsoft targeted creative professionals by highlighting the versatility and power of the Surface Pro, particularly its ability to handle complex creative tasks. The campaign focused on real-world applications, showing how professionals from different industries use the device to bring their ideas to life. This approach effectively demonstrated the product’s value and solidified Microsoft’s position in the competitive market of high-performance tablets.

Lastly, Nike’s “You Can’t Stop Us” campaign during the pandemic is a masterclass in storytelling. The campaign used split-screen video editing to connect different sports and athletes worldwide, conveying a powerful message of unity and resilience in the face of adversity. The campaign resonated deeply with audiences globally and reinforced Nike’s position as a brand that stands for more than just sportswear. By focusing on the shared human experience during a challenging time, Nike was able to create a campaign that was both emotionally impactful and widely shared.

These campaigns demonstrate how leading tech and non tech brands are using innovative approaches and storytelling to connect with their audiences, drive engagement, and reinforce their brand identities. They show the importance of aligning marketing strategies with the brand’s core values and leveraging the latest technologies to create memorable and effective campaigns.

Q3. Which brand in the last year has made the best use of digital and how?

Several brands have excelled in digital marketing over the past year, but a few stand out for their innovative and effective use of digital platforms:

• Apple: Apple’s approach to digital marketing is characterised by its focus on quality over quantity. Rather than overwhelming platforms with daily posts, Apple carefully curated content that is exclusive and impactful. Their social media strategy revolves around authentic user experiences, showcasing how their products enhance lives. This content, though limited, is highly cohesive and consistent across platforms, reinforcing Apple’s strong brand identity. By focusing on genuine user experiences, Apple ensures that each piece of content resonates deeply with its audience, making it instantly recognisable and aligning with the brand’s image of premium quality.
• Airbnb: Airbnb has transformed its digital marketing strategy by focusing on user-generated content and authentic engagement. Through platforms like Instagram, and Facebook, Airbnb shares images and videos from travelers and hosts, creating an organic connection with its audience. This strategy has allowed Airbnb to showcase diverse travel experiences and destinations, aligning with the brand’s identity as a facilitator of unique travel experiences. During the pandemic, Airbnb’s introduction of Online Experiences demonstrated the brand’s adaptability, allowing hosts to generate income while offering virtual travel experiences. This innovation not only maintained Airbnb’s relevance during a challenging time but also showcased its commitment to supporting its community.
• HubSpot: HubSpot’s digital marketing success is rooted in its commitment to high-quality content. Known for its influential blogs and guides, HubSpot has effectively used content marketing to align with current trends and digital marketing strategies. In 2023, HubSpot embraced the growing interest in AI by introducing AI-powered tools and sharing AI-centric content. This strategy not only amplified the visibility of their products but also positioned HubSpot as a thought leader in the industry. HubSpot’s emphasis on relevant, quality content supports their SEO efforts, educates their audience, and builds credibility, making their digital marketing approach highly effective.

Each of these brands has used digital marketing to strengthen their connection with their audience, leveraging platforms and content strategies that align with their brand values and goals. Their success lies in their ability to create engaging, authentic, and relevant content that resonates with their target audience.

Q4. In a post-Covid world, what are the dos and don’ts of digital marketing?

The importance and impact of digital marketing have increased substantially after Covid-19. During the pandemic, businesses and consumers shifted online, leading to an increase in digital activities. Consequently, digital marketing emerged as a crucial strategy for businesses to connect with their customers, sustain their presence, and stimulate growth. This shift has continued into the post-Covid world, making digital marketing more significant than ever.

Do:

• Focus on empathy and value. People are more receptive to brands that understand their needs and concerns. Create content that addresses their post-pandemic realities and offers solutions or helpful information.
• Prioritize mobile optimisation. More than ever, users are on their phones. Ensure your website and marketing materials deliver a seamless mobile experience.
• Embrace AI for personalization. AI can be a powerful tool for segmenting your audience and tailoring messaging to their specific needs and interests. However, use AI responsibly – prioritize transparency and avoid practices that erode user trust.
• Be authentic and transparent. Consumers crave genuine connections. Be upfront about your brand values and how you operate.

Don’t:

• Neglect customer experience (CX). A positive CX is crucial for building brand loyalty. Use data and feedback to continuously improve your online presence and interactions.
• Resort to hard-sell tactics. People are bombarded with marketing messages. Focus on building relationships and trust through informative and engaging content.
• Ignore privacy concerns. Data privacy is a top priority for many consumers. Be clear about how you collect and use customer data, and prioritize strong security measures.
• Underestimate the power of community. Social media thrives on connection. Foster conversations, respond to comments and messages, and build a community around your brand.

Q5. One recent bad case of advertising you have seen, and why?

One recent example of a poorly received advertising campaign was the Bud Light campaign involving influencer Dylan Mulvaney. In an attempt to promote inclusivity and tap into a new audience, Bud Light partnered with Mulvaney, a transgender influencer, for a social media campaign. While the intention behind the campaign was to broaden the brand’s appeal and support diversity, it backfired significantly.

The campaign faced a massive backlash from both sides of the political spectrum. Some conservative customers felt alienated by the brand’s perceived political stance, leading to boycotts and a significant drop in sales. On the other hand, supporters of the LGBTQ+ community criticized the brand for not standing firmly by the partnership after the controversy erupted, seeing it as a lack of genuine commitment to the cause.

The key lesson from this debacle is the importance of understanding your core audience and the potential consequences of aligning your brand with polarizing social issues. While inclusivity and diversity are vital values, brands must approach these topics with authenticity and a clear understanding of their audience’s sentiments. Bud Light’s failure to anticipate the strong reactions and the subsequent mixed messaging resulted in a loss of consumer trust and significant damage to the brand’s reputation.

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