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. Mousumi Mishra, head of consumer marketing, ShareChat and Moj, 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?
Launching a brand in today’s digital era differs significantly from earlier times due to the transformative impact of technology and the digital landscape. The key distinctions include the ability to tap into a wider audience effortlessly through digital channels, such as social media and short video platforms like Moj and ShareChat, replacing once-costly access methods. Real-time engagement, facilitated by Moj’s social features, fosters community and trust. Moreover, the digital era offers brands access to a wealth of data on consumer behaviour, preferences, and emerging trends, enabling them to make data-driven decisions and finely tune their marketing strategies. Creating and distributing content is more accessible and cost-effective than ever, with brands leveraging blogs, social media, video platforms, and other digital tools to reach their target audience.
In addition to these opportunities, social media marketing has emerged as a powerful tool for brand promotion, enabling companies to build a robust online presence, engage with their audience, and run highly targeted advertising campaigns. Through our experience at Sharechat and Moj, we recognise the profound impact of social media influencers. Collaborating with influencers who have dedicated followings on social media platforms has also become a prevalent strategy to access engaged and niche audiences. The digital era has amplified the impact of customer reviews and ratings on brand reputation, necessitating active reputation management and responsiveness to customer feedback. Brands have also embraced agility in their marketing strategies, enabling them to quickly adapt campaigns, respond to emerging trends, and experiment with different approaches to optimize results. However, it’s crucial to acknowledge that the digital age has intensified competition, with new players entering the market more easily than before.
What are the recent best marketing or advertising campaigns you have seen and why?
A prime example that comes to my mind is Apple’s recent sustainability ad, featuring CEO Tim Cook and renowned actor Octavia Spencer. This campaign masterfully reframes the concept of an environmental and sustainability report, turning it into a compelling narrative accessible to a broader audience. The choice of Octavia Spencer as the narrator adds relatability and gravitas, while the presentation of data in a simple, relatable manner makes the audience truly grasp the magnitude of Apple’s efforts. What’s striking is the inclusion of tangible targets and Tim Cook’s admission that there’s more work to be done which helps portray the authenticity in Apple’s intentions. This campaign showcases that effective marketing isn’t just about selling, it’s also about conveying a brand’s commitment to making a positive impact. In this regard, Apple’s video is a pitch-perfect example of how to effectively communicate corporate responsibility and environmental efforts to a wide audience.
Which brand in the last year has made the best use of digital and how?
There are so many D2C brands that have been utilising digital effectively for the past few years.
But one brand that stands out for me personally is Lux. This brand has a strong legacy and has transitioned seemingly effortlessly from the traditional to the digital medium over the years. Lux’s active engagement on social media platforms, collaborations with influencers, and user-generated content contributes further to their already strong brand visibility and credibility. One specific campaign that deserves a special mention is #MeraLuxKarva as part of Lux Chand Sa Roshan Chehra wherein they blended their brand promise with the culturally significant festival of KarvaChauth and used 100+creators and a lens challenge on Moj to amplify the same. Additionally, their content on social media is a perfect mix of what works as genres( e.g. travel, topicals etc.) and their category (beauty) conveyed via influencers.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In a post-COVID digital marketing landscape, it’s crucial to adapt quickly to changing consumer behaviors and market dynamics. Strengthening your online presence through a user-friendly website and active social media engagement remains a priority. High-quality, relevant content that resonates with your audience is essential, alongside personalized marketing messages tailored to user preferences. Embrace analytics to make data-driven decisions.
On the flip side, neglecting user data privacy and security can lead to severe consequences, so compliance with regulations is non-negotiable. Don’t underestimate the significance of mobile users, as a significant portion of traffic originates from mobile devices. Being socially responsible in your marketing campaigns, avoiding excessive self-promotion, and actively managing online reviews and feedback are essential. Staying informed about emerging trends and technologies ensures you remain competitive, and maintaining consistent branding and messaging across channels builds brand trust. Balancing automation with a human touch and relying on data analytics to guide your strategies are vital to success.
One recent bad case of advertising you have seen, and why?
Honestly, this is very subjective. But, what I have observed as a trend is that usually campaigns face criticism for certain aspects- for example, a particular campaign struggled due to what some viewers perceived as a lack of cultural sensitivity. It’s crucial in today’s diverse and interconnected world that advertising respects and celebrates cultural differences. When a campaign overlooks this aspect, it can lead to backlash and negative public perception. It’s essential to be attuned to the cultural nuances and sensitivities of your target audience to ensure that the message is received positively. Another mismatch that I have observed is between the choice of media and the intended audience. For example, a brand targeting a young audience below the age of 25 years doing a TV+print plan doesn’t make sense in today’s era.