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. Chandni Mehta, director of marketing, Turtlemint, 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 today differs significantly from earlier times due to technological advancements and shifting consumer media behaviors. Previously, brands relied on traditional media like TV and print, requiring substantial investment for recognition. Today, digital platforms such as social media and websites allow for rapid growth with lower costs, using targeted advertising. Interaction with consumers is now immediate through online reviews and social media, and data analytics offer real-time insights for personalised strategies. Modern marketing leverages digital channels, influencer collaborations, and viral trends, making it more cost-efficient compared to traditional media.
What are the recent best marketing or advertising campaigns you have seen and why?
I really like how Ariel has adeptly maintained the theme of gender equality in their “Share the Load” campaign with recurring, impactful pieces of work. By consistently evolving their messaging through emotional storytelling and relevant issues, they have kept the conversation fresh and engaging. This approach has reinforced Ariel’s commitment to social change while deepening the campaign’s connection with audiences over time. I also love how Urban Company’s films on the dignity of labor effectively spotlight the essential work of their partners, elevating their contributions with respect and empathy. By highlighting these often-overlooked roles, the brand fosters appreciation and aligns with broader values of respect and equality.
Which brand in the last year has made the best use of digital and how?
Spotify’s yearly Wrapped excels as a digital property by offering personalised year-end summaries that not only engage users but also generate a strong sense of FOMO (fear of missing out). The interactive and shareable content encourages users to compare their stats with friends and join the conversation on social media, amplifying Spotify’s visibility and reinforcing its role in music discovery. This combination of personalisation and social buzz keeps Spotify prominently in the spotlight each year.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In a post-Covid world, we as brands should prioritise authenticity, empathy, and adaptability to new consumer behaviours. In the race to do moment marketing, we should avoid exploiting sensitive issues or appearing opportunistic and ensure the messaging respects privacy and inclusivity. Staying agile and responsive to shifting trends while maintaining genuine connections with your audience is equally important.