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 for acquiring new customers and retaining existing customers. In our weekly BrandWagon Ad Talk series, industry experts highlight what’s changed over the past two years and, more importantly, are those changes here to stay. Prashant Deorah, CEO of Puretech Digital, talks to BrandWagon Online about the dos and don’ts of digital marketing, the best marketing campaigns of recent times, and more.
What’s the difference between launching a brand in today’s digital age and before?
Launching a brand has evolved in many ways over time. From media to messaging to performance and analytics, there has been an influx of several alternatives that have made it imperative for marketers to find the right mix before communicating and launching their brand. Whereas previously there was a path including introduction, testing, acceptance and market rise of the brand, now we see multiple PR strategies, internet storming moments and influencer marketing programs to launch a brand. while making adequate contextual noise about it. With digital being the main enabler here, we’ve certainly come a long way to meaningfully define a difference between a brand launched then and now.
What are the best recent marketing or advertising campaigns you’ve seen and why?
This must be Netflix’s campaign for its show Lupin. To promote its next show, Netflix pulled off a real heist. The touch of drama, intriguing the audience, got everyone talking, even the media. It was a great initiative to create a buzz around the art thief. Simply good guerrilla marketing!
Which brand over the past year has made the best use of digital and how?
Without a doubt, it must be Zomato! The brand has it all figured out with its crisp, thumb-stopping copy,
engaging memes, original newsletters, impactful commercials and customer awareness
awareness through its spot-on marketing strategies and techniques.
Relevance and timing are crucial when dealing with the digital first audience. Thanks to their strike
Independence Day post to follow the cricket fever thanks to the #ZPL campaign and not to
forget their heartwarming #OrderForHer campaign on Mother’s Day, Zomato is emerging as a brand
which has the digital ecosystem well captured.
In a post-Covid world, what are the do’s and don’ts of digital marketing?
Communicate with creativity and empathy
Let agility be your middle name
Try it, test it, iterate
If you want people to listen to you, you need to stand out, personalize
Give something, really!
People are more responsive than ever and cancel culture can prove to be detrimental to your
Mark. Make sure you are present effectively and consciously. Try another media mix, go beyond
traditional strategies and offer more to your customers. These attributes not only help to
business, but also to enhance brand recognition.
A recent bad case of publicity you saw, and why?
Looking cool and being cool are two different things. Not all brands have to have slang
incorporation. Communicate with a tone and language that resonates with your brand and avoid
masked personality to the maximum.
Read also : The constant need to reboot to maintain the originality of campaign ideas