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 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. Ruhie Pande, Group CHRO and head of marketing and communications, Sterlite Power, talks to BrandWagon Online, about the dos and don’ts of digital marketing, best marketing campaigns, and more.
1. What is the difference between launching a brand in today’s digital era versus earlier?
Launching a brand in today’s digital era presents both greater complexity and heightened effectiveness compared to pre-digital times. Digital platforms like social media, search engines, and email marketing enable brands to access a global audience instantly and cost-effectively. Digital branding offers unparalleled precision through data-driven insights and targeted marketing, allowing brands to analyse user behaviour, preferences, and demographics to tailor their messages for higher engagement and conversion rates. Moreover, real-time analytics empower brands to continuously monitor and optimise campaigns, swiftly adapting to market changes and consumer feedback.
Another key difference is the interactive nature of digital branding. Unlike traditional methods where communication was largely one-way, digital platforms facilitate two-way interactions between brands and consumers. This fosters a sense of community and engagement, as brands can directly interact with their audience through comments, messages, and social media posts. Such engagement helps build loyalty and trust, essential components of a strong brand.
2. What are the recent best marketing or advertising campaigns you have seen and why?
There have been several noteworthy advertising campaigns in the recent past, but one that particularly stands out to me is Vedanta’s latest campaign for their Nand Ghar initiative. Tackling the crucial issue of access to proper nutrition demands a delicate balance of sensitivity and engaging storytelling. The #KhaanaKhaayaKya campaign achieves this by ingeniously leveraging a commonly used phrase to underscore the profound link between childhood nutrition and future success. Getting Manoj Bajpayee to deliver this message was a stroke of genius, as his own journey serves as an inspiration for many. His involvement urges audiences to rally behind the cause and play their part in making a positive difference.
3. Which brand in the last year has made the best use of digital and how?
Over the past year, several brands have stood out with their creative and strategically superior use of digital marketing. A key commonality among these brands is their focus on humanised and authentic storytelling that has struck a chord with audiences across the spectrum. I particularly liked Dove India’s StopTheBeautyTest (Dove | The Beauty Report Card #StopTheBeautyTest (Hindi) (youtube.com) film walked us through hard-hitting, real stories of beauty-based judgment. They effectively utilized social media platforms like Instagram and X to showcase real people stories. I feel leveraging cultural moments and trends and capitalizing on user-generated content to forge direct, authentic connections with consumers, has been transformative for brands.
Some of the best cases of using digital for multifaceted approach can be also observed during the recent IPL season. From FMCG to Food Delivery and B2B to B2C, leading brands across the board showcased their creative genius during IPL, exploiting the immense popularity of the event to amplify their digital marketing outcomes.
4. In a post-Covid world, what are the dos and don’ts of digital marketing?
The COVID era served as a powerful catalyst for digital transformation, compelling companies and consumers to quickly adapt to a contactless world. This reshaped the way we work, shop, pay, and interact with each other. For brands too, this necessitated a rapid evolution of strategies to meet changing consumer demands and digital advancements. Today, data has emerged as an incredibly powerful tool, enabling targeted marketing efforts and the creation of content tailored to individual preferences.
However, all of this has also created significant concerns regarding security and privacy, giving rise to unethical practices. In the long term, cultivating trust is what’s important, and this cannot be achieved without data security measures in place. Moreover, as AI gains prominence and content generation reaches peak frequency, maintaining authenticity and fostering genuine connections with the audience should remain primary objectives.