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. Rahul Karthikeyan, CMO, Scaler and InterviewBit 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?
Earlier, the opportunities available to brands and organisations with regards to engaging their target audience were fairly limited – they could either do TV, print or radio advertisement or do BTL activities, including on-ground activations, road shows, and OOH – and these were quite cost and effort intensive with limited ROI. In a lot of cases, the reach or impact could hardly be ascertained in an effective manner. The penetration of mobile and internet across the country has completely changed the ball game. Today, any brand or organisation can directly engage with their consumers through a wide variety of channels, including social media platforms, Google and other digital advertising, emails, and push notifications, along with the traditional methods that one uses. The effectiveness of these channels is so much more easily understood and accessible. Digital marketing has its own challenges, but it has made it so much easier for marketers to converse with their audiences directly in ways that make it more impactful. From a cost point of view, it is also incredibly efficient, which is why a lot of brands these days – not just new-age companies but traditional businesses as well – are using digital mediums to launch products and campaigns. A decade ago, traditional mediums contributed close to 97% of ad expenditure as compared to today, where it has shrunk to 40-50% in some cases, and some brands are even using 90% of their budgets on digital channels.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In the initial recovery period after COVID-19, say the year 2021 and the beginning of 2022, there was a phenomenal growth that every segment saw owing to what was termed as ‘revenge shopping or travel’ and the likes. The spending power at that time was immense, and people were buying things or spending money on experiences or learning, etc, with a lot fewer criteria in their heads. But that has changed now, people are going back to the conservative outlook where they are thinking, researching and comparing before making purchase decisions. So, it is imperative for brands to make sure they are taking a smart, rational route while creating their marketing strategies and budgets. While digital marketing will continue to be the preferred channel for brands to engage with consumers, a correction is happening, and marketers will need to make sure their storytelling and other marketing efforts are in line with their product offerings and identity. There is a lot of clutter in the market, and they need to work towards creating a niche for themselves in the minds of consumers using whatever channels are relevant to their users. Sustainability, quality messaging and measured growth is the current theme across all categories – FMCG, e-commerce, consumer technology, and education, among others. Instead of spreading yourself thin across many channels, it is the time for brands to go narrow and do more direct and targeted marketing.
What are the recent best marketing or advertising campaigns you have seen and why?
My recent most favourite brand campaign and advertisement is by Sleepwell. They have been using their product research as well as insights from consumers very cleverly in their brand communication. It is relatable, humorous and truly hits a chord. I thoroughly enjoy watching them, and they have such a strong connection to the brand proposition that it has a clear role to play in their growing user base and recognition. In a fairly competitive market, they have been able to create a strong niche and identity for themselves.
Which brand in the last year has made the best use of digital and how?
Zomato has a very fun and witty way of engaging with their consumers. I love the fact that they are able to utilise every single touch point, from push notifications to emailers to their social media platforms and heartfelt advertisements with such panache. It is not only effective, it is memorable and connects with audiences. The language they use, the style, imagery, everything is very contemporary and in line with the current generation. They are one of those brands that are able to create conversations and discussions on trending topics and yet have the ability to stay relevant to their brand ethos.
One recent bad case of advertising you have seen, and why?
With a slew of sports tournaments happening over the last few months, there are several brands in the market that have the capital to engage services of key cricketers and athletes, but somehow, a vast majority of them tend to come across as gimmicky, lacking a clear messaging or brand connect. One of the biggest problems currently facing brand owners and organisations is how to utilise their celebrity ambassadors in their communication effectively. Just using a famous face is not enough; the storytelling needs to deliver a clear message about the brand that resonates with audiences, ultimately either making them purchase your product or create a unique niche for your brand. Unfortunately, a lot of companies are unable to commit to the cause fully and are banking on just the star power to deliver results.