The pandemic has caused remarkable changes across industries, and marketing has been no different. 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’s changed over the past two years and, more importantly, whether those changes are here to stay. Amit Ghatak, CMO, Khemani Group talks to BrandWagon Online about digital marketing do’s and don’ts, best marketing campaigns and more.
What is the difference between launching a brand in today’s digital age and before?
Digital marketing has become a formidable tool for brands to establish deep connections, seamless integration and engaging interactions with consumers, surpassing the capabilities of traditional media. It offers unique advantages such as cost-effective reach, precise geographic targeting and the ability to optimize communication strategies.
One of the distinctive characteristics of digital marketing it’s the power of online reviews, from experts, online influencers and consumers themselves. These reviews not only shape brand perception, but also provide valuable insights into consumer sentiment and preferences. In addition, collaboration and influencer marketing have become integral components of digital strategies, allowing brands to leverage the reach and credibility of influential individuals or entities to expand their presence and connect with your target audience effectively.
What are the best recent marketing o advertising which campaigns have you seen and why?
There are very interesting campaigns done by various brands: the main ones that come to mind are Pepsi New Campaign- ‘Rise Up, Baby!’, Phone Pe- ‘only one thing works with everything’, Sleepwell- ‘Did You Sleep Well’.
Which brand over the last year has made better use of digital and how?
The advent of Jio Cinema’s decision to broadcast IPL matches without imposing a paywall has set the stage for a notable surge in digital advertising. This extraordinary movement has inspired numerous brands to embrace digital advertising with remarkable fervor and creativity. While it is difficult to single out a specific brand in this wave, it is noteworthy that beverage brands, as well as emerging fintech and digital payment platforms, have seized this opportunity with exceptional ingenuity.
The new accessibility of the platform has provided an ideal canvas for these brands to create engaging and captivating narratives. Beverage companies have used this space to elevate their products, creating immersive and memorable experiences for audiences. Simultaneously, digital payments and fintech pioneers have used this platform to showcase their innovative solutions and services, consolidating their presence as indispensable players in the modern consumer landscape.
This digital advertising renaissance, catalyzed by Jio Cinema’s decision, has not only amplified brand visibility but also redefined the art of storytelling in the digital realm. It showcases the agility and creativity of brands, further underscoring the importance of seizing these strategic opportunities to connect with their audiences in a deep and resonant way.
In a post-Covid world, what are the dos and don’ts of digital marketing?
First, let’s focus on the things to do.
In a post-COVID world, digital marketing maintains its central role in business strategies. However, this landscape has evolved, requiring a set of essentials for brands to navigate successfully.
Adopting a strong online presence is paramount. This involves maintaining an up-to-date, mobile-friendly website that provides a seamless user experience. It also involves leveraging social media platforms, content marketing, and email marketing to connect and engage with your audience effectively. An active and engaging online presence is the foundation upon which modern digital marketing strategies are built.
Personalization is another key facet to focus on. Tailoring your marketing efforts to individual preferences can significantly improve engagement and conversion rates. The more you can personalize your content and communications to resonate with your audience on a personal level, the more impact your digital marketing will have.
Content quality remains a cornerstone of digital marketing. Producing high quality, relevant and valuable content is non-negotiable. Your content should not only inform, but also provide solutions to problems your audience faces. Content marketing, in all its forms, remains a powerful tool for connecting with your target demographic.
Data-driven decision making is at the heart of modern digital marketing. Leveraging data and analytics allows you to make informed decisions and optimize your strategies. Regularly monitor your website traffic, email campaign metrics, and social media stats to make sure you’re on track.
For e-commerce businesses, optimizing the online shopping experience is critical. Ensure fast loading times, easy navigation and transparent purchase processes for a safe and smooth shopping journey for your customers.
Staying adaptable to new digital platforms and emerging technologies is essential. Be open to innovations such as augmented reality (AR), virtual reality (VR) and emerging social media platforms. These can be valuable tools for reaching and engaging with your audience in new and exciting ways.
Social and environmental responsibility should not be overlooked. Show your brand’s commitment to ethical practices and supporting important causes. Consumers increasingly value companies that demonstrate social and environmental responsibility, and this can be a powerful aspect of your brand identity.
Finally, email marketing remains a powerful tool for communication, customer retention, and lead nurturing. However, it is essential that your emails provide value to the recipients and not come off as overly promotional. An effective email strategy can build and strengthen customer relationships, which is vital in today’s digital landscape.
In the realm of digital marketing, it’s also imperative to keep in mind certain critical “don’ts” that can make or break the effectiveness and ethics of your strategies.
First, ignoring the mobile user experience is a cardinal sin. With a significant portion of internet traffic coming from mobile devices, it’s critical to ensure your website and marketing materials are mobile-friendly. Neglecting this aspect can lead to alienating a substantial part of your audience.
Equally important is not to overlook the importance of search engine optimization (SEO). Ignoring SEO can be a missed opportunity, as it is indispensable for organic search visibility. Ignoring it means missing out on an opportunity to attract valuable organic traffic.
Spammy marketing tactics such as unsolicited emails, aggressive pop-ups and excessive advertisements should be avoided at all costs. These intrusive methods can not only alienate users, but also tarnish your brand’s reputation.
Cybersecurity is another critical area not to be underestimated. Protecting customer data and sensitive information is not only a legal requirement, but also essential to maintaining trust and credibility.
In an age where ethical considerations are paramount, it is important to be sensitive in your marketing approach. Avoid exploiting sensitive topics, such as the pandemic, for marketing purposes, and always strive to be empathetic and considerate in your messages.
Listening to customer feedback, whether positive or negative, is vital to improvement. Ignoring this valuable source of information means missing opportunities to improve your products and services to better meet customer needs.
For businesses with physical locations, local SEO should never be underestimated. Ensuring your business is easily found in local searches is essential to attracting nearby customers and generating foot traffic.
Finally, don’t underestimate the power of data and analytics. Regularly reviewing and analyzing the performance of your digital marketing efforts is crucial. Data-driven insights allow you to make informed decisions and optimize your strategies for better results.
A recent bad case of advertising you’ve seen, and why?
I do not currently recall any such examples. However, I should state that any attempt that lacks consumer sensitivity and departs from ethical considerations is bound to face serious repercussions, often in the form of poor reviews and consumer backlash. In an age where consumers are more demanding and socially aware than ever, brands that do not prioritize ethical, sensitive and responsible marketing can find themselves facing public criticism and a diminished reputation, making it imperative that companies act with integrity and respect for the values and concerns of their target audience.
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