By Vineet Chugh
You scroll through social media platforms almost every hour. Have you noticed how different brands try to capture your attention with the products or services they are offering? Through social media posts, sponsored ads, or influencer marketing, brands are leaving no stone unturned to cut the clutter and make the most of digital platforms. We are living in a hyper-connected world where the digital landscape has become a battleground for businesses to garner customer attention. As businesses navigate the ever-evolving digital realm, mastering cutting-edge strategies becomes paramount for success.
Digital Marketing and AI
Gone are the days when a mere online presence was enough. In today’s competitive market, businesses strive for attention, engagement, and conversions, which makes establishing a robust digital footprint mandatory. The first step in mastering the digital market is understanding the landscape and recognising the wide array of channels, like social media platforms and search engines. The second factor in gaining expertise in digital marketing is understanding your data. By leveraging data analytics tools and techniques, businesses can gain a deeper understanding of their target audience and craft their marketing strategies accordingly.
To scale business, brands are embracing the transformative power of artificial intelligence (AI) and chatbots. For instance: industry stalwarts like Swiggy and Zomato leverage AI to streamline customer interactions, elevating the overall user experience. According to HubSpot, a staggering 62% of marketing leaders have already integrated AI into their company’s arsenal. AI is no longer the exclusive domain of tech experts. Today, affordable AI solutions empower businesses of all sizes to automate mundane tasks and gain actionable insights.
Content is Still King
While technological innovations continue to propel business growth, creating captivating content remains the backbone of successful marketing endeavours. Crafting narratives that resonate deeply with audiences is paramount. Content can make or break the success of a brand. Effective marketing involves engaging with your target audience across different platforms, be it offline or online. Maintaining a consistent presence on social media, interacting with your audience, and responding to feedback can help you build brand loyalty. However, the scope of your content strategy extends far beyond your website, app, and social media campaigns. Every touchpoint where consumers engage with your brand is a chance to leave a lasting impression and foster a meaningful connection. New age Quick Commerce brands such as Blinkit and Zepto exemplify this ethos by ingeniously utilising every touchpoint—even packaging—to encourage personalised connections with customers.
The Video Revolution
Traditionally, videos have long been considered the medium for marketing products and services. However, in an era dominated by fleeting attention spans, short-form videos reign supreme across social media platforms. Brands are now focusing on crafting captivating short videos to capture the attention of their consumers. They’re also collaborating with social media influencers who can create content that resonates with their target audience on a personal level. Embracing this paradigm shift is crucial for creating content that captivates and resonates with modern audiences. As per a report, 85% of marketers credit videos as an effective way to gain online attention. Drawing inspiration from bold and disruptive video campaigns, such as those pioneered by Cred, highlights the undeniable potency of this format.
Optimise for Every Screen
In today’s digital era, with mobile devices seamlessly integrated into every facet of our lives, the significance of optimizing content for all screens cannot be overstated. Whether consumers are accessing content from the palm of their hand or on a desktop screen, they engage with brands across various devices and platforms. Thus, ensuring a seamless experience across every screen isn’t merely desirable—it’s essential. To truly engage your audience, you must cater to their media consumption or browsing habits, whether they’re using a smartphone, connected TV, tablet, laptop, or desktop computer. Your videos, social media posts, emails, and messaging on platforms like WhatsApp should seamlessly adapt to each screen size. For example, Instagram Reels and YouTube shorts are suited for quick vertical format videos, your conventional HD format TV ad loses its impact there. This approach not only enhances user experience but also underscores your dedication to accessibility and convenience.
Purpose – The new P of Marketing
The concept of the “4 Ps of Marketing” coined by Marketing Professor E. Jerome McCarthy in 1960, which encompass Product, Price, Promotion, and Place, remains foundational in marketing principles. However, in today’s dynamic business landscape, a new element has emerged: Purpose. Beyond mere profit margins, modern consumers are increasingly drawn to brands with a meaningful ethos. By defining your company’s mission—whether it’s centered around sustainability, social impact, or another heartfelt cause—and seamlessly integrating it into your brand narrative, you can forge deeper connections with your audience. A shining example of this approach is Paper Boat, a brand that taps into nostalgia while preserving traditional flavours, thereby forging personal connections with consumers. Similarly, the renowned Indian conglomerate Titan exemplifies this commitment through its sustainability measures. Notably, Titan prioritizes the ethical sourcing of materials for its products, particularly in the case of Tanishq Jewelry. Through initiatives like these, Titan ensures responsible sourcing of precious metals and gemstones, adhering to ethical and environmental standards across its supply chain.
A Marketing Legend’s Wisdom
Philip Kotler, often hailed as the “father of modern marketing,” advocates for a departure from mass marketing strategies. Instead, he emphasises the significance of segmenting markets, identifying ideal targets, and meticulously tailoring approaches before delving into the classic marketing mix framework. Above all, Kotler asserts that marketers have the power to influence not just advertising but also product development and distribution.
In this fast-paced digital ecosystem, mastering marketing entails a blend of technological expertise, business acumen, creative ingenuity, and a profound understanding of the consumer psyche. By embracing these expert insights and adapting to the ever-shifting landscape, businesses can stay ahead of the curve.
The author is head of marketing, QueueBuster