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. Peter Yorke, SVP and head of marketing, SunTech Business Solutions 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?
Can you share some recent outstanding marketing or advertising campaigns and explain what makes them stand out?
One remarkable advertising campaign that has caught my attention recently is Ikea’s. Their ads cleverly convey the idea of furniture “growing on you” or being adaptable to your changing needs. The use of phrases and visuals is smart and engaging. Additionally, they incorporate a local touch with the slogan “Ghar aajao… Come home to Ikea,” demonstrating an excellent example of glocalization. The ads resonate with the aspirations of urban Indian families, which is precisely Ikea’s target audience. They showcase trendy and affordable furniture, creating a strong appeal. Overall, Ikea’s campaign effectively combines creativity, localization, and a deep understanding of their audience.
Which brand has effectively harnessed digital marketing in the past year and how did they do it?
The impact of the DHL Supply Chain campaign titled “The Ultimate Sidekick” was remarkable. It did away with the myth that B2B brands lack allure. It rejuvenated their brand, yielding impressive results like 5,586 leads in Salesforce for 2021 and an exceptional 90% client renewal rate. This success was attributed to their adept execution of an omnichannel strategy and personalised content creation. DHL aimed to position itself as the dependable “Robin” to its B2B clients’ “Batman,” crafting tailored content for diverse target segments, resulting in remarkable engagement metrics, including 500,000 new social media followers, full engagement from global accounts, and a substantial 56% content consumption surge from 2021 to 2022. The campaign brought ‘the ultimate sidekick’ concept to life through a carefully designed playbook, incorporating cinematic-style visuals, imagery highlighting DHL’s iconic colours, and unique ‘power shield’ graphic logos for each of DHL Supply Chain’s global solutions. What was more is that the enactment of the entire sequence on the advertising was by ordinary folk representing the various roles that DHL supports for its customers.
In a post-Covid world, what strategies should be emphasised and avoided in digital marketing?
In the post-Covid world, digital marketing should prioritise several key strategies. It is crucial to establish a robust online presence, foster customer engagement through meaningful content and personalised marketing, focus on SEO optimization, ensure mobile friendliness, utilise email marketing for lead nurturing, and adhere strictly to data privacy and compliance regulations. Compliance is now more critical than ever in today’s landscape.
On the flip side, some pitfalls to avoid include neglecting cybersecurity concerns, offering poor user experiences, ignoring analytics, resorting to spamming tactics, becoming complacent in responding, especially on social media platforms, and disregarding offline marketing opportunities. These mistakes can significantly harm your brand’s reputation and undermine the effectiveness of your digital marketing efforts.
Can you recall a recent instance of a poorly executed advertising campaign and explain why it fell short?
While I cannot cite a specific case, there are instances of advertising campaigns that can be perceived negatively for various reasons. One common issue is a lack of understanding of the target audience, resulting in ineffective messaging that doesn’t resonate with consumer needs and values. Poor creativity and execution, such as using unoriginal or offensive content, can also alienate potential customers. Additionally, overly aggressive, or intrusive advertising can create a negative user experience, driving audiences away. These factors collectively contribute to the failure of advertising campaigns.
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