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. Omkar V Joshi, head of marketing – India and International, Teachmint, 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?
Digital marketing is a powerful means for precise targeting across diverse platforms, each representing distinct user behaviours. Today, the combination of personalised communication and hyperlocal targeting brings us closer than ever before to achieving a one-on-one conversation with consumers. The ability to retarget customers based on their reactions to the creatives adds value to the brand conversations bringing brands closer to customers.
Regardless of the business stage or company, digital platforms offer a clear bridge for marketing attributions and return on ad spend (ROAS). The evolution of measurability, facilitated by AI dashboards and smart plugins, enables meticulous tracking of actions, showcasing a direct correlation between our initiatives and customer reactions. This granular understanding empowers us to adapt strategies in real time. Moreover, digital platforms serve as an invaluable testing ground for narratives. This allows us to refine our positioning before doubling down.
What are the recent best marketing or advertising campaigns you have seen and why?
Colgate’s recent advertisement -The Sweet Truth marks a departure from traditional norms, embracing a refreshing approach that positions the brand as socially responsible. The ad not only ensures viewer enjoyment but also keeps the audience captivated, eagerly anticipating the unfolding narrative with the impactful conclusion of #brushtonight. This signifies a category-building strategy, solidifying Colgate’s image as a pioneer in shaping and defining its product category.
Another thing that sets this campaign apart is how the ad skillfully taps into the cultural nuances of the tradition of enjoying sweets after dinner in India. Its well-timed launch, coinciding with Diwali, aligns the brand seamlessly into the cultural fabric too. The meticulous research and insightful approach behind the ad underscore its effectiveness in resonating with the audience while reinforcing Colgate’s status as a category leader.
Which brand in the last year has made the best use of digital and how?
Nike used AI to create an ad campaign called ‘Never Done Evolving’ with Serena Williams and launched it digitally. They created an AI-generated match between Serena’s younger self, specifically her first Grand Slam in 1999 and a more modern version of herself from the 2017 Australian Open. The grand finale was watched by millions and broke all their organic view records for their content on digital. They gave audiences unique content and through digital ensured wide reach.
In a post-Covid world, what are the dos and don’ts of digital marketing?
Audiences across various age groups have transitioned to digital media consumption, a trend no longer confined to millennials and GenZ. This shift, accelerated by the pace of digitisation in India, has bridged geographical and socio-economic gaps, aided by affordable mobile internet and the surge in OTT platform adoption. Digital holds newfound significance, accessed by and appealing to diverse age demographics.
In the realm of digital marketing, it is imperative not to generalise content for a specific age group. Customisation is key, requiring a nuanced understanding of users across different age groups and regions. Segmentation and targeted approaches are more crucial than ever, dispelling the notion of a one-size-fits-all strategy.
On the do’s side, personalised communication tailored to specific target groups has gained paramount importance, especially in the post-COVID era where social conversations play a pivotal role. Navigating social discussions requires a heightened level of sensitivity, as the chosen topics can significantly impact a brand’s image. Brands must exercise caution, ensuring their communications evoke the right responses from their audience. In the post-COVID landscape, individuals present a digital persona that may differ from their real-world personality, emphasising the need for brands to be mindful of the conversations they initiate and the responses they intend to elicit. Carefully chosen discussions can enhance a brand’s reputation, while a lack of discretion can potentially tarnish it.
One recent bad case of advertising you have seen, and why?
Brands today are in the process of adapting to the digital norm, recognising that everyone now possesses a digital persona. In this context, there’s a heightened awareness about the need to approach conversations with care and responsibility. Brands are learning to navigate the digital landscape concerning cultural sensitivities, understanding that their communications should be socially responsible. This shift reflects a broader acknowledgement that the digital realm demands a more thoughtful and conscientious approach to brand messaging and engagement.