Going digital for targeted advertising

The SGL Retail Jeweller India Forum 2019, which was held recently, hosted a session on ‘Understanding our consumers and changing market dynamics, and the latest in the world of social marketing’. Co-presented by Richa Singh, Managing Director, Diamond Producers Association (DPA), and Amrita Choudhary, General Manager, Wavemaker, the session saw panellists speak about the  trends in mobile consumption and why  brands are going the digital-first or digital-only route. Panellists showcased case studies of brands that have tasted success by incorporating simple digital strategies in their marketing plan.

The session was opened by Choudhary, who spoke about the success of Daniel Wellington (DW) watches, and the company’s focussed digital marketing strategy, which has played a crucial role in DW becoming one of the fastest-growing brands in Europe in just a few years. Elaborating on it, she said, “When they started out, the founder decided to reach individuals directly, and not spend on traditional mediums of advertising. Influencers with a decent following were targeted and were asked to post pictures with DW watches. The brand also resorted to other simple strategies, such as reposting user-generated content and creating special hashtag moments, thus keeping the engagement with the target audience alive. As it grew, DW signed on Kendall Jenner, who boasts of 100 million followers. The brand has always invested in influencer marketing strategy, and with all the user-generated content, the DW Page has over 4.5 million followers and more than 6,000 posts today.”

As the session progressed, it came to light that an important behavioural trend has been noticed — women in the age bracket of 25 to 45 are spending more time on the smart phone than men. This has led to women-oriented brands such as Nykaa and FabAlley taking the digital-first approach or the digital-only approach so as to target consumers.

Presenting the case study of the iconic brand Tiffany, Singh said, “When Tiffany launched their Paper Flowers collections, they wanted to talk to millennials, but not at the cost of alienating their existing customers. From opening a café, doing pop-ups and going diverse, the idea was to stay relevant to their target group. They spent more money on behind-the-scenes videos than on TVCs because they realised that consumers are more interested in getting a peek into the lives of celebrities. Tiffany has not done away with its classical approach to marketing, but has added more to it.”

 After its first digital-only campaign, Tiffany managed to reverse its declines and saw an 8 per cent improvement in sales. It managed to redefine itself vis-a-vis other classic brands of the US.

Similarly, DPA has also increased its ad spend on the digital platform and is churning out content that is contextual and highlights the precious moments in a woman’s life. “We have started with geo-targeting in Delhi so that when customers walk to the catchment area, our ad pops up on their phone. In addition to this, we are also doing a lot of educational content in a volume that is acceptable to our target customer, keeping in mind their attention span. A lot of people say that diamonds are not part of our culture, so we are trying to say that what was relevant earlier is still relevant today. Our most recent tie-up with Lakme Fashion Week was a digital first for us; our intention was to be part of fashion, something that the world is looking for,” said Singh.

She added, “We know that digital is not a sure-shot success route, because brands such as Nykaa or Label Life, which started digital, are now opening their brick-and-mortar stores because Indians love to get a touch and feel of the products before they buy them. Going digital should not mean doing away with the personal touch and attention that retailers give to their consumers. It should be seen as a meaningful additional engagement with the target audience.”