The new mantras of marketing 

By Ananya Ranjan

The outbreak of the Covid-19 has changed the dynamics of the brand’s marketing strategies. The momentum of digital marketing has gained eye-catching responses. One of the adages goes by “If Content is king, then engagement is the queen and the Context is the Emperor”. The power of social media is driven by the above-stated rule. 

With consumers engaging with never-ending content, brands have now realised the importance of “powerful content”. Consumers have become selective about the content being offered. They do not want to indulge unless brands have an impact on their lives. 

Necessity is the mother of invention. The era of digital marketing is the new home for brands. Be it small or big, everyone’s trying their hands for marking their way to the mind of the consumer. While some brands are still exploring experiential marketing, others have reached a step closer to the mind of the consumers:

1.Inclusive Marketing

In an unprecedented time when people ask – does it matter or not? Inclusive marketing has strategically paved its way into the mind of the consumer. Here, the brand plans and crafts messages that are relatable to people’s lives. They weave into the lives of consumers and make them seen, cared and heard for. Vick’s #TouchOfCare campaign is one such great example.  The film captures the relationship of transgender mother Gauri – the caregiver, who against all odd, raises an orphaned girl Gayatri as her own. The campaign highlights the importance of being a caregiver and what family means in the contemporary world. They make us accept the unaccepted in our society.

2. Storytelling is an art 

The art of storytelling never dies. Studies have shown that brands connect more with the audience while focusing on the storytelling and emotional aspects rather than on pitch for lead generation of the content. Lifebuoy’s “Help A Child Reach 5” campaign garnered 25 million Youtube views and 16 million pledges by the simple art of storytelling. In Thesgora (the village shown in the advertisement),  diarrhoea  fell by 75%. Hence, knowing how to communicate to your niches can help the brand stand out.

3. Focus on Social Cause 

Building and showcasing the humanitarian side of the brand that can help them connect with society has now become a new norm in the marketing world. Famous influencers like Saurabh Ghadge and Sonu Sood have become the “Influencer for cause”. They used their enormous reach to provide helpline numbers, medical assistance, etc to the audience in the dire need of the hour. Brands like Tata Group imported 24 cryogenic oxygen cylinders containers to meet the severe oxygen needs of  India. 

4. Higher Engagement is inversely proportional to Higher data-driven content 

 Understanding the need of the hour and changing with it, can help the brand sustain the race. Shifting focus from Sales Driven content to higher engagement content has been fruitful for the organisation. This is why the brand must invest more time understanding consumer behaviour and getting deep into the type of content they prefer. Amul Moment Marketing churns consumers’ interest and makes content engaging.

5. Re-defining the Customer Experience

In this era of social media, brands need to give the best user experience and publish the journey of users on the web. Customer experience is the most essential component for any brand to sustain itself in the market.   With the help of Artificial Intelligence, live assistance can help enhance customer experience with the brand. Brand marketing tactics like Live Shopping Friday with Facebook have helped boost business without any boundaries.  

After extensive research, brands today have narrowed down to 5 Media Mantras that can help share organizations’ stories in a simple yet significant manner. The world is witnessing a never seen before intersection of the reel and real content that is creating a unique user landscape for the coming generation. All one needs to do is find a real connection with the hearts of the consumer. These approaches may not be a long-term solution as the dynamics of marketing are always evolving with technological advances but they can act as short-term tactics for driving brands forward.