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. Vaishal Dalal, co-founder and director of Excellent Advertising, talks to BrandWagon Online about the do’s and don’ts of digital marketing, the best marketing campaigns and more.
What is the difference between launching a brand in today’s digital age and before?
Launching a brand in today’s digital age differs significantly from previous eras due to technological advances and changes in consumer behavior. It has given us access to a global audience and has become more profitable. It has also made it easier for us to target our audience more precisely and helped us get real-time feedback with improved customer engagement, previously you could only get your target’s attention through newspapers, TV, radio and billboards. public, which was more uncertain.
Some of the benefits you get by launching your brand in today’s digital age include global internet usage, digital advertising spend, social media penetration, mobile internet usage, conversion rates, social media engagement, online reviews and trust, influencer marketing ROI, and more.
What are the best marketing or advertising campaigns you’ve seen recently and why?
iPhone 12 fumble: In 2021, Apple’s advertising focused on a single feature: the durability of its iPhones. Through captivating videos, they demonstrated how iPhones can withstand accidental drops, exciting consumers to own a smartphone that resists damage. This campaign showed the effectiveness of keeping marketing messages simple and highlighting a compelling aspect.
Dove India Stop the Beauty Test Campaign: Dove’s marketing campaign addresses the issue of Indian women facing appearance-based rejection in arranged marriages. It highlights the detrimental impact on their self-esteem and calls for a change in society’s beauty standards. This powerful social media campaign is Dove’s most impactful effort to date, challenging norms and promoting inclusivity.
CRED is great for a good campaign: CRED India unveiled an ad campaign featuring Rahul Dravid, Neeraj Chopra and Jim Sarbh to promote its rewards-based credit card payments. The ads focused on the rewards and cash back program, reaching millions of people. The success of the campaign lies in its innovative and entertaining approach to advertising.
Which brand over the last year has made better use of digital and how?
Among all the advertising campaigns we have seen, 5 Star surely used the digital platform in the best way. Cadbury’s 5 Stars Everywhere campaign was a combination of intelligence and quirks. Cadbury 5 Star stood out during the holiday season with a unique approach to its advertising campaign. While other brands invested heavily, 5Star chose to do nothing. The campaign tagline, “When you #DoNothing and the whole world does your work for you,” highlighted the idea of brand visibility through apps without spending anything. Every time an app asked for a rating, the five blank stars resembled the new 5Star logo, ensuring brand presence.
The ad garnered an impressive 37 million views on social media in just three weeks. By deviating from purpose-driven advertising, 5Star distinguished itself and attracted the attention of experts.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In a post-Covid world, digital marketing continues to play a crucial role in reaching and engaging audiences. To ensure success and navigate the evolving landscape, here are some digital marketing dos and don’ts:
From:
Adapt to changing consumer behavior: Stay abreast of the changing needs, preferences and behaviors of your target audience. Adjust your digital marketing strategies accordingly to meet their expectations and provide relevant solutions. Optimize for mobile: With the increasing use of mobile devices, make sure your website, emails and digital content are mobile-friendly and responsive. Mobile optimization is essential to deliver a seamless user experience and reach a wider audience. Embrace Personalization: Leverage data and analytics to personalize your digital marketing efforts. Tailor content, recommendations, and offers based on user preferences and behaviors to create a more personalized and engaging experience for your audience. Use social media effectively: Maintain an active presence on relevant social media platforms. Engage with your audience, share valuable content and engage in conversations. Leverage social media advertising and influencer partnerships to expand your reach and increase brand awareness. Focus on SEO, Content Marketing and Video Marketing – Invest in Search Engine Optimization (SEO) to improve your website’s visibility in search results. Create high-quality, informative, and engaging content that resonates with your audience, drives organic traffic, and establishes your brand as an authority in your industry. Along with this, don’t forget to invest in video marketing as the rate of people engaging with video content has increased significantly post-Covid.
No:
Neglect data privacy: Respect user privacy and comply with data protection regulations. Avoid unethical practices such as unauthorized data collection, spamming, or sharing customer information without consent. Build trust by being transparent about your data collection and use practices. Bypass cyber security – ensure the security of your digital platforms and customer data. Implement strong security measures to protect against cyber threats such as data breaches or hacking attempts. Regularly update and patch your systems to maintain a secure online environment. Rely solely on automation: While marketing automation can streamline processes, don’t completely rely on it without human oversight. Strike a balance between automation and personalized human interaction to ensure a genuine connection with your audience. Ignore customer feedback: Encourage and actively seek customer feedback through surveys, reviews, and social media interactions. Respond quickly to feedback, address concerns, and use the insights gained to improve your products, services, and digital marketing strategies. Don’t overlook the importance of analytics: Leverage data analytics tools to track and measure the performance of your digital marketing campaigns. Analyze key metrics such as website traffic, conversion rates, and engagement levels to gain insights and make data-driven decisions for continuous improvement.
What’s a recent bad case of advertising you’ve seen and why?
Bournvita’s #Faithnotforced campaign sought to convey a positive message about supporting children’s true talents and aspirations rather than forcing them into predetermined roles. However, the execution of the campaign was short. The ad featured the Bournvita brand on everyday items like tissue boxes, cleaning product bottles and cookie jars, but it lacked relevance and relevance in today’s changing times. Unlike successful campaigns like Whisper’s “Run Like a Girl” and Ariel’s “Share the Load,” Bournvita’s campaign failed to execute its message effectively, resulting in mixed reviews from viewers of the whole country In the end, the campaign felt a bit too forced and didn’t reach as many people as the brand would have liked.
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