BrandWagon Ad Talk with Hashtag Orange’s Mukhesh Vij
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. Mukhesh Vij, Founder of Hashtag Orange, Talks to BrandWagon Online About Digital Marketing Dos and Don’ts, Best Marketing Campaigns, and More
What’s the difference between launching a brand in today’s digital age and before?
It used to be that a brand that wanted to engage with prospects would place an ad in the newspaper or invest in a poster campaign. Customers are now actively searching for businesses through digital media, shifting brand control to the consumer. In addition to spending an unusual amount of time with digital devices, customers are also interacting with the brands they support at an unprecedented rate.
Bringing a brand to market has never been easier. To generate awareness, digital and social media provide the means to quickly and easily present new products to customers. For distribution, e-commerce platforms are eagerly waiting to match products to customers and facilitate transactions.
Branding has been an essential aspect of marketing since at least the 1950s, although the art has evolved considerably since the days of Mad Men. Consumers are now spending more time with different media and on more channels than ever before, and businesses must adapt by tracking their audience on these digital platforms. Brands need to take a digital approach to establishing and managing their modern identities in order to be accessible and engage in a connected world.
What are the best recent marketing or advertising campaigns you’ve seen and why?
Cred’s “Not everyone understands” campaign
This advertising campaign received the “well-deserved” Blue Elephant award at the 2022 Kyoorius Design Awards. The idea of this campaign was to take advantage of the most popular Bollywood celebrities of the 1990s to induce nostalgia but surprise viewers with fun closing story.
The creative strategy behind the campaign was to use surprise to draw viewers in, tricking audiences into expecting an old story, then shocking them with a new twist. The creative execution involved a vivid use of theatricality and its rejection in favor of a simpler approach – perfectly reflecting the spirit of the creative strategy.
The ad pokes fun at the common practice of brands hiring celebrities to promote their products or services. Thus, the interpreters are called upon to audition and deliver all the usual plays. They described a great concept including customer segmentation, social listening, adapting to technological developments, and impactful yet relevant hashtags.
Which brand over the past year has made the best use of digital and how?
Adobe collaborated with artist Billie Eilish in 2021 to create a creative-focused digital marketing campaign. The campaign was designed to increase engagement and awareness of Adobe Creative Cloud, a subscription-based set of tools and services. What sets Adobe products apart is that they ignite creativity while remaining affordable to everyone. These selling points run throughout the campaign, from Billie Eilish’s video describing her creative process to the tutorials featured on their website. The campaign shows what people can achieve with the tools and how Adobe can help them. He speaks to his target audience.
In a post-Covid world, what are the do’s and don’ts of digital marketing?
Here are some do’s and don’ts for post-pandemic marketing:
● Perform the following tasks: communicate with customers, restructure and target your marketing strategy, and review your automated marketing activities.
● Don’t: Stop producing content. Instead, increase your content creation efforts and make sure some of your content answers critical questions your customers may have.
Smart decisions and consistent marketing are the keys to ensuring the practice is still going – and stronger than ever – once the crisis has passed.
A recent bad case of publicity you saw, and why?
Global digitalization is changing the advertising industry both positively and negatively. And, no matter what, the appalling examples of marketing are always thought-provoking.
Not brand specific, but there were certainly few brands that weren’t able to express the right context through advertising.
Also read: Technology is key to delivering personalized digital experiences to customers across all channels
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