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. Rumi Ambastha, AVP, brand marketing, Swiss Beauty 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?
This is one question that I think about a lot because I find myself lucky to have seen the journey of advertising. I started my journey in 2009. Back then, the scenario was different and, dare I say, it was a simpler time.
I used to refer to it as the “holy square” of advertising: TV commercials, radio ads, print media, and billboards. Since there were only a few mediums, the turf fight was high. In order to be seen on these limited mediums during prime time or prime spaces, one needed deep pockets and connections. It was a challenging and highly competitive landscape.
Today, with the advent of digital, it’s a level playing field. There are two major differences. First, digital is an open, progressive and unbiased medium. In the age of digital, the power is in your hands to make the brand whatever you want it to be, and the consumers will laud it, celebrate it and make it a success. Sometimes success is achieved even overnight if you have done your job well. Traditional media was a test cricket, not 20/20.
Secondly, with the power of information, multiple choices and virality, the burden of creating an impact becomes too much. Unlike yesteryears, now the conversation is two-way. Through television, radio, print or hoarding, the conversation was always by the brand – one-sided. But now it’s a relationship that needs to be nurtured and demands all your attention. When launching a brand, one needs to take a hyper-personalised approach, and anything less than that just doesn’t work.
What are the recent best marketing or advertising campaigns you have seen and why?
I really liked the campaigns by Jaguar and Tinder, but they are not recent. Jaguar Lights commercial works at so many levels. It’s a perfect blend of insight, quirk and product integration. It’s intriguing how Jaguar seems to have a rather straightforward problem where people primarily associate it with bathroom fittings. However, this commercial takes quite an unconventional approach to address this issue, adding a unique and quirky twist to the brand’s image.
The other one is Tinder’s ‘You Up’ campaign. I was bowled over by not just the storyline or acting but the whole choreography, if I may call it. Adding to it, the track is amazing. You can’t help but hum long after you have heard it.
Which brand in the last year has made the best use of digital and how?
Recently, Britannia used AI and launched a campaign this August called ‘1947% more history’. First of all, kudos to the name of the campaign. Secondly, what a beautiful way of illustrating stories of the last living freedom fighters through AI. I found the idea absolutely inspiring.
In a post-Covid world, what are the dos and don’ts of digital marketing?
Primarily, I think we should realise and accept that this is the new normal and it will stay this way. While we have forgotten the COVID period in the real world in a lot of ways, there have been pretty seismic shifts in the digital world which can’t be ignored or brushed away.
The world has moved to digital for daily consumption, so digital advertising can’t be an afterthought or ignored. Also, brands should avoid exploitative content or keywords. For example, keywords like COVID, vaccine, and quarantine might be high, but don’t go down that route. Post-COVID sensitivity is a real thing. Moreover, humour is a great tool when used with discipline, especially since the pandemic. Before using humour to lighten a certain content, make sure it doesn’t bring back the COVID-19 sensitive moments.
One recent bad case of advertising you have seen, and why?
I can’t recall a bad case of advertising, but I wish brands would wake up to the new waves of advertising. There is a certain deodorant brand that was the king of the category in the 2000s with commercials like ‘Even Angels Will Fall’. While it was iconic, using the same thought of women falling for the guy when he sprays the said deodorant seems dated and lazy.