BrandWagon Adtalk with Usha International’s Anju Munjal – Brand Wagon News

        What is the difference between launching a brand in today’s digital era versus earlier?

In the digital era brands can establish themselves much faster using websites, social media and Ecom to directly target specific consumer cohorts as opposed to earlier when brands relied on traditional media like TV, print and radio where targeting specific consumer groups was not so focussed, more expensive, and time consuming. Additionally, today’s advanced analytics allow brands to gather real time data on consumers and enables course correction of communication as opposed to earlier when one had to rely on more time consuming and expensive market research.

       What are the recent best marketing or advertising campaign you have seen and why?

I particularly liked the ‘Cadbury Celebrations – My birthday song’ campaign. This campaign enables a person to make their loved ones feel special by creating a customized birthday song. Cadbury’s created a microsite that enabled people to scan the QR code on a Cadbury’s celebration pack which took them to the site to use AI to craft personalised birthday songs – songs that were downloadable, complete with personalized lyrics, music and vocals! This helped the brand become a more integral part of loving moments.

        Which brand in the last year has made the best use of digital and how?

Again, it’s a ‘Not just a Cadbury ad’ campaign that comes to mind. This was a brilliant collaborative effort between Cadbury and Shah Rukh Khan. It empowered local stores in India to use AI and machine learning to create personalised ads featuring their store name and Shah Rukh Khan’s face and voice. This solidified brand recall and also made the ads more relatable and engaging.

       In a post-Covid world, what are the dos and don’ts of digital marketing?

Today, in the post-COVID world, digital marketing has seen significant shifts to adapt to changing consumer behaviour and preferences.

A few things to be kept in mind in while planning a digital marketing campaign include the following:

           The focus must be on authenticity and transparency as consumers have evolved too and are today aware, valuing genuine and clear communication from brands. Treat your consumers as intelligent beings and be honest about your products and services to engage with them.

            With the surge in online shopping especially during covid, ensure your e-commerce platform is robust and user-friendly. Optimize your website for search engines (SEO) and ensure a smooth and seamless user experience.

           Utilize social media and influencer marketing for impact as social media platforms have become crucial for engaging with your audience. Collaborate with influencers who align with your brand values to create engaging content, reach a broader audience, and build trust.

What is equally important is to watch out for some of the pitfalls on digital marketing that can be counterproductive. These include:

           Avoid over-promotion as constantly pushing promotional content can really turn off your audience. A good way to do this is to balance your marketing efforts with informative and engaging content that provides value and grows brand recall without always trying to sell.

       DO NOT ignore customer feedback as they are your biggest brand ambassadors. Pay attention to customer reviews, comments, and feedback. Use this information to improve your products, services, and marketing strategies.

    Don’t fail to adapt to changing trends given that the digital landscape is constantly evolving. Stay abreast with the latest technologies of digital marketing and respond with agility to revise, or if needed reinvent your strategies accordingly.

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