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. Sachin Vashishtha, CMO, Paisabazaar, talks to BrandWagon Online, about the dos and don’ts of digital marketing, best marketing campaigns, and more.
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What is the difference between launching a brand in today’s digital era versus earlier?
Another key change is the availability of data. Most brand and marketing decisions today are based on data, which can make marketing campaigns sharper and cost effective.
On the flip side, the clutter and noise today is more than it ever was. So while reaching the audience may be easy, engaging and making a place for yourself is tougher than what it was. Marketers today have to be mindful of the fact that we are living in times of hyper personalisation and increased competition. There is this constant challenge of adapting to evolving digital landscapes.
What are the recent best marketing or advertising campaigns you have seen and why?
One campaign that comes to my mind is Google’s recent brand campaign #DhoodengeTohMilega. It was wonderful how Google used real life stories and real life characters and not actors to drive its brand narrative. This campaign resonated a lot with our brand philosophy of emotive storytelling that humanises the brand and helps create a deeper connection with the consumer.
Which brand in the last year has made the best use of digital and how?
Going a little further back, it would be Mondelez’s NotJustACadburyAd. The marriage of two of the best of both worlds – Shahrukh Khan and AI – struck the right chord for the right purpose. As the world was recovering from the impact of Covid, Mondelez used NotJustACadburyAd to allow local stores to create their own personalised advertisement for their shops featuring Shahrukh Khan. It was aimed at helping local shops recover from the impact of the pandemic without them spending a single penny on endorsement. It was a wonderful and innovative initiative, especially in the context of covid and its impact.
In a post-Covid world, what are the dos and don’ts of digital marketing?
While there are several dos and don’ts, I would pick two of the most critical ones that each digital marketer should focus on. The first would be to understand your audience, the more insights you have on it, the sharper and more personalized your campaigns can be. Razor sharp segmentation of your audience is a must do. The second is to measure everything. One of the mantras we have at Paisabazaar is to measure everything we do on the right metrics. Some functions may not have straightforward measurable numbers, for those, we have built in-house measuring models to gauge impact and effectiveness.
One recent bad case of advertising you have seen, and why?
A lot of hard work goes behind creating an advertisement. For brand marketers, it is a piece of emotion. At times, a strategy works, at times it doesn’t. It won’t be right on my behalf to pick on a brand. Every brand marketer has seen failure, it’s part of the learning curve.
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