The pandemic has brought significant changes across industries, and marketing is no exception. Today, digital marketing has become a critical aspect to attracting new customers and retaining existing customers. The BrandWagon Ad Talk series features industry experts to highlight what has changed in the last two years and, more importantly, these changes will continue. Socheers co-founder and CEO Mehul Gupta talks to his BrandWagon Online about digital marketing dos and don’ts, the best marketing campaigns and more.

What is the difference between launching a brand in the digital age today and in the digital age before?

Digital advertising dynamics have evolved significantly over the years, and so have consumers. Today, unlike before, it’s all about two-way communication. Consumers love to hear and act in real time. So to launch a brand in this environment, and to launch and sustain a brand compared to before, it’s all about building consistent two-way communication and an omnichannel presence across platforms. There is a difference in establishing a feeling. This adds measurable value to your brand, amplified by employing a healthy mix of traditional and digital media.

What’s the best recent marketing or advertising campaign you’ve seen and why?

Ariel’s #ShareTheLoad Campaign – Every time we tell a story that resonates and hits the code for practical change. Also from Cadbury Five Stars, Eat Five Stars. ‘Do Nothing’ not only seamlessly levels up the brand’s ‘do nothing’ proposition, but also skillfully portrays the emergence of digital currency in a very compelling way. Did.

Which brands made the most of digital last year and how?

Cadbury combines powerful insights with the use of celebrity experts in the “Not Just A Cadbury Ad” campaign by Shahrukh Khan ft. Sharukh Khan, expertly leveraging advanced AI (artificial intelligence) technology . The ad was even more successful and strengthened the channel’s relationship with his partners.

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

In fact, the pandemic has accelerated digital growth by pushing millions of users into the internet age, making many brands realize its potential. Since then, the amount of time people spend on the Internet has increased relatively. Therefore, brands should be mindful of their communication strategies, be authentic, and strictly avoid the spread of fake or unverified news. As providers of information, we have responsibilities both inside and outside digital channels.

Tell us about a bad example of a recent ad you’ve seen and why.

A recent ad series by Layer’r Shot Body Spray fell short when it came to demonstrating a true understanding of the audience’s emotions, especially in today’s digital space. This led to a huge backlash for the brand.

Also Read: The role of the metaverse in influencer marketing

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