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. Anushree Jain, co-founder, SocialTAG, 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?
According to me launching a brand today is like stepping into a bustling online marketplace. Unlike earlier, we now rely heavily on social media, influencers, and targeted online ads. The digital era allows for quicker reach and direct engagement with our audience, but it also means we need to be more creative to stand out in the digital noise. Authenticity is key today; people want real stories, not just polished ads. Brands must navigate the online landscape strategically, leveraging the power of social platforms and personalized content to make a lasting impact.
What are the recent best marketing or advertising campaigns you have seen and why?
Not very recent. But for me, the campaign that stands out as one of the best marketing initiatives is the Amul Girl campaign. Amul’s iconic mascot, with her witty and timely commentary on current affairs, resonates with the audience. The brilliance lies in its simplicity and relevance, making it a timeless and relatable campaign. The consistent use of humor and cultural references not only promotes brand recall but also establishes Amul as a socially aware and approachable brand. The campaign’s success lies in its ability to seamlessly blend brand promotion with societal commentary, creating a unique and enduring connection with consumers. The consistent use of humor and relatable content has contributed to the campaign’s longevity, making it a classic example of effective and culturally relevant advertising.
Which brand in the last year has made the best use of digital and how?
I think the recent #BraveTogether campaign by Maybelline India was the best use of digital in the last year. By leveraging social media platforms, the campaign empowered individuals to embrace their uniqueness, fostering self-confidence and self-love. Influencers shared personal stories of overcoming challenges and creating a supportive online community. The brand’s strategic use of user-generated content and interactive elements encouraged active participation. The campaign not only strengthened Maybelline’s digital presence but also positioned the brand as an advocate for empowerment and authenticity, resonating with a wide and appreciative audience. By blending product promotion with a purpose-driven narrative, Maybelline India successfully harnessed the power of digital media to connect with and uplift their audience.
In a post-Covid world, what are the dos and don’ts of digital marketing?
I believe in the post-Covid era, it’s crucial to be authentic and empathetic in digital marketing. Hence, Do focus on building trust, providing value, and adapting to changing consumer behaviors. And don’t underestimate the power of social responsibility; consumers appreciate brands that contribute positively to society. Avoid being overly promotional without considering the current sensitivities. Striking a balance between promotion and empathy is vital to foster a positive brand image in the post-Covid digital landscape.
One recent bad case of advertising you have seen, and why?
While it’s important to be constructive in feedback, a recent advertising campaign I saw lacked clarity in its messaging, making it challenging for the audience to connect with the product or brand. The visuals and content failed to resonate with the target demographic, resulting in a disconnect between the campaign and consumer expectations. The ineffective use of storytelling and a lack of authenticity contributed to the campaign’s shortcomings. The lesson here is that successful advertising requires a deep understanding of the audience, compelling storytelling, and a genuine connection to create a lasting impact.