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-marketing, Turtlemint, talks to BrandWagon Online, about the dos and don’ts of digital marketing, best marketing campaigns, and more.
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1. What is the difference between launching a brand in today’s digital era versus earlier?The difference between launching a brand in today’s digital era compared to earlier times is substantial. Nowadays, it’s more accessible and cost-effective due to the widespread use of the internet and social media. Digital platforms offer detailed insights into customer demographics and campaign effectiveness, enabling brands to fine-tune their marketing strategies with less upfront investment. Additionally, emerging distribution channels like influencer marketing demand greater adaptability from brands. In the past, the media and production landscape was more rigid and expensive.2. What are the recent best marketing or advertising campaigns you have seen and why?One recent marketing campaign that left a lasting impression is Nike’s “You Can’t Stop Sport.” Nike skilfully harnessed the power of storytelling and addressed relevant social issues to connect with their audience. This campaign not only resonated emotionally but also demonstrated the brand’s commitment to supporting athletes and sports enthusiasts, making it stand out.3. Which brand in the last year has made the best use of digital and how?Over the past year, Starbucks has showcased exemplary digital utilisation by introducing a highly effective mobile app. This app offers features such as pre-ordering and a gamified rewards program. The app has significantly enhanced the customer experience and, simultaneously, provided Starbucks with valuable customer data for personalised marketing.4. In a post-Covid world, what are the dos and don’ts of digital marketing?In a post-Covid world, certain practices are essential for successful digital marketing:
• Pay close attention to your online presence, including your website and social media profiles.
• Strengthen your e-commerce capabilities to meet the growing demand for online shopping.
• Emphasise safety and hygiene in your marketing efforts to reassure customers.
• Implement data-driven marketing to make more informed decisions and reach the right audience.
• Maintain a robust and engaging presence on social media platforms.Don’ts:
• Avoid insensitive or tone-deaf messaging, especially when it comes to sensitive topics like health or social issues.
• Don’t overlook online security; protect customer data and maintain trust.
• Refrain from overwhelming customers with excessive COVID-related content unless it is directly relevant to your brand or offering.
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