The pandemic has brought about significant changes in many industries, and this was no different in business. Today, digital marketing has become an important factor in acquiring new customers and retaining existing ones. In our weekly BrandWagon Ad Talk series, industry experts highlight what has changed over the past two years and, most importantly, why these changes exist. Krutika Lal, co-founder and chief marketing officer (CMO), Aretto, talks to BrandWagon Online, about the dos and don’ts of digital marketing, the best marketing campaigns, and more.
What is the difference between starting a brand in today’s digital age versus in the past?
In today’s digital age, launching a brand has become easier and cheaper thanks to the proliferation of digital marketing strategies and e-commerce platforms. These tools allow for greater reach, targeting, and measurement of marketing efforts. In addition, the rise of social media has made it possible for people to communicate directly and work with customers and has made it easier to build a community around a brand. In contrast, in the past, launching a brand required a lot of investment in traditional advertising channels such as television and print, and it was difficult to communicate directly with customers.
What are the best marketing or advertising campaigns you’ve seen and why?
There are three campaigns that stood out to me. Netflix’s advertising campaign for their show ‘Money Heist’ was noted for its unique and engaging approach. The event of the show in Madrid where the fans were locked in a hostage situation by the show’s promoters made the show strange for the fans. Netflix has also partnered with promoters and musicians to create special features such as customized music to promote the show.
Another campaign was Greater Than Gin’s ‘Greater Lane’, which focuses on community experience and supporting local artisans. The company asked photographers to submit popular photos that were sold on their website. This approach reflects the company’s emphasis on engaging with the community and supporting local professionals and creating a sense of brand loyalty among their customers.
Finally, LensKart’s ‘The War of Fair Prices’ campaign featuring Karan Johar and the company’s CEO, Peyush Bansal, was brilliant and showcased the affordability of the products. This campaign is unique because it defies the expectation that most ads with low-cost content will show the winner interested in their potential. In fact, in the ad, Johar is disappointed with the prices of LensKart’s offerings because they are too low, and he feels that he cannot wear the frames in public. This campaign shows the company’s commitment to offering good prices on its products.
Which brand has made the most of digital in the past year and why?
Cadbury 5 Star’s digital marketing strategy was brilliant. By simplifying their logo to a five-star icon and using a calculator that is available on most apps, they were able to turn the system into an ad without the need to do so. This allowed them to appear on all programs without the need to spend money on advertising, increasing their reach and visibility without spending a lot of money.
I also appreciate the idea of the brand ‘stealing’ other free advertising channels in the coming weeks, as it shows a willingness to think outside the box and be creative in the marketing process. This strategy is a great example of how a brand can survive in a crowded market by thinking creatively and using the platforms available to reach its target audience. I believe that this is the best way to get profit from digital marketing and it is a good way to save budget. It shows how relevant the brand can be to consumers and how it can be seen as a product that is part of consumers’ daily lives.
In a post-Covid world, what are the do’s and don’ts of digital marketing?
Digital marketing in a post-Covid world needs careful planning and attention. It is important for digital marketers to prioritize empathy and flexibility in their strategies. This includes being sensitive to weather conditions and making important changes to communications and campaigns. In addition, it is important to continue to focus on creating real connections with customers through personal and authentic experiences. When it comes to things to avoid, let’s not ignore the rise of online shopping and the need to stay relevant and relevant to customer interactions. We should also avoid making false promises or being untruthful, because customers appreciate transparency and honesty. Trust and good relationships with customers are very important in digital marketing. Instead of buying followers or using gimmicky tactics, let’s focus on organic growth and increase the interest of groups and customers.
What’s a recent bad marketing case you’ve seen, and why?
I don’t want to point to advertising too soon. Today, the marketing industry is constantly changing. With the rise of new technologies and platforms, it is becoming an ever-changing environment. It is a game of trial and error and there is no right or wrong way to do things. Marketing is a guessing game, and what works for one brand may not work for another. It’s all about bringing in the target audience. It is important to remember that every brand is trying to adapt to this new environment, and sometimes they can make mistakes in marketing their products.
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