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Best practices in leveraging new-age technology for successful brand campaigns

Moneka Khurana, Jury of Smarties India 2023 and Country Head and Board Member of MMA, writes about how the incorporation of cutting-edge technology in marketing has become essential and various marketing best practices that harness new-age technology to propel successful brand campaigns

In today's fast-paced and ever-evolving digital landscape, the role of technology in marketing cannot be overstated. As brands vie for the attention of an increasingly tech-savvy and digitally connected audience, the integration of new-age technology has become paramount. Successful brand campaigns are no longer solely about the product; they are about the experience, engagement, and personalisation that technology can deliver. In this article, we will explore some of the best practices within marketing that leverage new-age technology to drive successful brand campaigns.

1. Embracing data-driven decision making

The cornerstone of modern marketing practices is data-driven decision making. Brands must harness the vast amount of data at their disposal to gain insights into consumer behaviour, preferences, and trends. With the advent of big data analytics and AI-driven tools, marketers can now analyse data at scale and with precision.

Data-driven decision making empowers brands to:

  • Segment Their Audience: By understanding the unique preferences and behaviours of different customer segments, brands can tailor their messaging and offers, increasing relevance and engagement.
  • Predict Trends: Data analysis can uncover emerging trends and consumer preferences, allowing brands to stay ahead of the curve and proactively adjust their strategies.
  • Measure Campaign Effectiveness: Marketers can track and measure the performance of campaigns in real-time, allowing for quick adjustments and optimisations.
  • Personalise Experiences: Personalisation is no longer a buzzword but a basic expectation. Technology enables brands to deliver highly personalised experiences that resonate with individual consumers.
  • Optimise Marketing Spend: Data insights help allocate marketing budgets more efficiently, ensuring maximum ROI.

2. Leveraging artificial intelligence (AI)

Artificial Intelligence has rapidly become a game-changer in marketing. Machine learning algorithms can process vast amounts of data to identify patterns and make predictions. 

Here's how AI can be leveraged effectively:

Chatbots and Virtual Assistants: AI-powered chatbots can provide real-time customer support, answer queries, and guide users through the buying process. They enhance customer engagement and provide valuable insights into customer inquiries.

  • Personalisation: AI algorithms can analyse user behaviour and preferences to deliver personalised product recommendations and content. Netflix and Amazon are excellent examples of platforms that have perfected AI-driven personalisation.
  • Predictive Analytics: AI can predict future customer behaviour and trends, allowing marketers to make data-backed decisions about content, products, and advertising strategies.
  • Content Generation: AI can automate content creation, from generating product descriptions to crafting personalised email subject lines. This streamlines marketing operations and ensures consistent messaging.
  • Email Marketing: AI can optimise email campaigns by analysing user engagement data and adjusting send time, content, and frequency accordingly.
  • Dynamic Pricing: In the e-commerce sector, AI can adjust pricing in real-time based on factors like demand, competitor pricing, and inventory levels.

Case Study: L'Oréal has developed TrendSpotter, an AI system that analyses online comments, images, and videos to detect emerging beauty and fashion trends. The goal is to identify trends ahead of competitors, enabling quicker product development and marketing alignment with consumer preferences. The system scans millions of publicly available data pieces from social networks, websites, and blogs, focusing on six influential countries. L'Oréal aims to stay at the forefront of the industry by leveraging AI and machine learning to process vast amounts of data efficiently and improve its time-to-market. Around 1,800 employees have access to TrendSpotter's insights, making L'Oréal a beauty tech company.

3. Harnessing the power of voice and conversational AI

Voice technology and conversational AI are transforming how brands interact with customers. With the rise of virtual assistants like Amazon's Alexa and Google Assistant, brands have a new channel to reach their audience.

  • Voice Search Optimisation: As more users turn to voice search, brands need to optimise their content and websites for voice queries. This includes using natural language and providing concise, relevant answers.
  • Voice Commerce: Voice-activated devices are becoming a platform for e-commerce. Brands can integrate with these devices to enable voice-based shopping and streamline the buying process.
  • Customer Support: Voice assistants can handle routine customer support inquiries, freeing up human agents to focus on more complex issues. This improves response times and enhances the overall customer experience.
  • Voice-Enabled Marketing: Brands can create voice-activated marketing campaigns, such as interactive quizzes or storytelling experiences, to engage with their audience in a unique way.

4. Immersive experiences with augmented reality (AR) and virtual reality (VR)

Augmented and virtual reality technologies have opened up exciting possibilities for marketers to create immersive brand experiences.

  • Virtual Try-On: In the fashion and beauty industries, AR allows customers to virtually try on products before making a purchase. This reduces the risk of returns and enhances customer satisfaction.
  • Virtual Tours: For travel and real estate, VR provides the opportunity for virtual property tours or destination previews. This helps customers make more informed decisions.
  • Brand Activations: Brands can use AR to create interactive brand activations at events or in-store. For example, scanning a product's QR code with a smartphone can trigger an AR experience.
  • Training and Education: VR can be used for training purposes, allowing employees to immerse themselves in realistic scenarios. For instance, automotive brands can use VR to train technicians.

Case Study: Bharti Airtel has introduced India's first Metaverse multiplex, Xstream multiplex, on the PartyNite Metaverse platform. This 20-screen platform expands Airtel's Xstream Premium offering, enabling users to engage with Airtel's content library in multiple languages. Developed by Gamitronics, it aims to enhance social engagement and offer immersive content delivery. Gamitronics, a VR and AR startup, plans to introduce its own token for NFT sales in the future. Several Indian companies are venturing into Web3.0 technologies, as the global Metaverse market is expected to grow significantly, reaching $678.8 billion by 2030 at a CAGR of 39.4%.

5. Social media engagement and influencer marketing

Social media platforms continue to be a driving force in marketing. With the advent of new-age technologies, social media offers more opportunities for engagement and brand promotion than ever before.

  • Live Streaming: Platforms like Facebook Live and Instagram Live allow brands to connect with their audience in real-time. Live streaming events, product launches, or behind-the-scenes content can create a sense of urgency and excitement.
  • Augmented Reality Filters: Snapchat and Instagram offer AR filters and lenses that can be branded and used for interactive marketing campaigns.
  • Influencer Marketing: Brands are collaborating with social media influencers to reach a wider and more engaged audience. AI tools can help identify the right influencers for a brand based on audience demographics and engagement rates.
  • User-Generated Content: Encouraging customers to create and share their content related to your brand can be a powerful strategy. It builds trust and authenticity.

Case Study: PepsiCo India launched Doritos Sizzlin' Hot, a new snack flavour, as an extension of its successful snacking platform. The launch responds to the popularity of spicy flavours and follows Lay's success in this area. The campaign, featuring brand ambassador Kartik Aaryan and director Rohit Shetty, focuses on the product's fiery heat and bold flavour. The 360-degree campaign includes TV, digital, and outdoor advertising, showcasing the collaboration with Leo Burnett after their recent account win. Sampling and engagement with retailers are key to the product's success, and Doritos also aims to tap into the gaming sector for promotion.

6. The power of automation and marketing technology stack

Automation is a critical component of modern marketing. By automating repetitive tasks, brands can streamline their operations and focus on strategy and creativity.

  • Marketing Automation: Tools like HubSpot, Marketo, and Mailchimp allow brands to automate email campaigns, lead nurturing, and customer segmentation.
  • Customer Relationship Management (CRM): A robust CRM system helps manage customer data and interactions, enabling personalised communication and improved customer service.
  • Content Management Systems (CMS): CMS platforms like WordPress and Drupal simplify content creation, publishing, and management.
  • Analytics and Reporting: Advanced analytics tools provide real-time data insights, helping marketers make informed decisions and optimise campaigns.
  • A/B Testing: Brands can use A/B testing tools to experiment with different messaging, visuals, and layouts to determine what resonates best with their audience.

7. Privacy and data security

As brands collect and leverage more customer data, ensuring data privacy and security is paramount. Customers expect their personal information to be protected. Brands should:

  • Comply with Regulations: Adhere to data protection regulations such as GDPR and CCPA. Ensure that customer data is collected and used with consent.
  • Transparent Data Usage: Clearly communicate how customer data will be used and provide options for customers to control their data preferences.
  • Data Encryption: Implement robust data encryption and security measures to safeguard customer information.
  • Regular Audits: Periodically review data handling practices and conduct security audits to identify and rectify vulnerabilities.

8. Agile marketing practices

The digital landscape is dynamic, and marketing strategies must be agile and adaptable. Brands should adopt agile marketing practices that allow them to respond quickly to changing consumer behaviour and market trends.

  • Iterative Campaigns: Launch smaller, test campaigns to gather data and insights, then adjust strategies based on results.
  • Cross-Functional Teams: Collaborative teams that include members from marketing, data analytics, and IT can make quick decisions and adjustments.
  • Real-Time Monitoring: Use real-time analytics to track campaign performance and adjust as needed.

9. Measuring success and ROI

Ultimately, the success of any marketing campaign, no matter how technologically advanced, depends on the ability to measure its impact. Brands should define clear Key Performance Indicators (KPIs) and use data analytics to track their campaigns' effectiveness.

  • Attribution Models: Use attribution models to understand how different touchpoints contribute to conversions.
  • Customer Lifetime Value (CLV): Measure the long-term value of customers acquired through campaigns.
  • ROI Tracking: Calculate the return on investment for each marketing channel and campaign.
  • Customer Feedback: Gather customer feedback through surveys and social media to understand their perception of the brand and its campaigns.

In conclusion, leveraging new-age technology in marketing is not an option but a necessity in today's competitive landscape. Brands that embrace data-driven decision-making, AI, voice technology, AR/VR, and automation are better positioned to create engaging and personalised experiences for their audience. However, it's essential to prioritise data privacy and agility while continually measuring and optimising campaigns for success. By integrating these best practices into their marketing strategies, brands can drive successful campaigns that resonate with their audience and deliver tangible results in the digital age.


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