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. Anurita Chopra, head of marketing, Haleon, ISC 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?
Despite the complexity, some fundamentals remain crucial, such as clear and concise positioning, addressing specific needs of the consumer, and having a sharp core insight. The key is to build connections through ongoing conversations in the cluttered and fragmented digital ecosystem.
What are the recent best marketing or advertising campaigns you have seen and why?
Of the recent Marketing or Advertising Campaigns, one of the noteworthy brand campaigns I recall is of Mondelēz, which has integrated AI while maintaining the core ethos of its brands across decades. Their use of CRM and other technological innovations seamlessly align with their core brand message. There are many brands who are also doing some fantastic work while maintaining the essence of the brand, reflecting the industry’s creativity and adaptability.
Which brand in the last year has made the best use of digital and how?
Multiple brands spanning various industries such as FMCG and telecom, have effectively leveraged digital media. The digital space has become essential for brands to navigate their presence. The advantage lies in the ability of the brand to quickly adapt content, receive real-time data, and understand what works, leading to more clicks, conversions, and authentic influencing.
In a post-Covid world, what are the dos and don’ts of digital marketing?
Digital has been a permanent fixture in our landscape, unaffected by pre or post-COVID distinctions. It is not just a passing phase but a constant presence that continues to evolve and expand.
There should be well defined measurement methods for tracking digital efforts and real-time data analysis to understand content performance. Agility to shift strategies to address changes is crucial for a brand to adapt to changing consumer needs. In addition, the brand should also focus on proliferation of platforms and endorse authentic influencing. Never underestimate the importance of authentic influencing and advocacy in the digital landscape. Furthermore, brands should not rely solely on traditional assets because agility and native platform content are the key.
One recent bad case of advertising you have seen, and why?
In the era of generating quick and diverse content, it has become a vexing challenge for many lifestyle brands to create differentiating positioning and messaging. They all look the same.
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