You might have heard, seen, read, or even practiced various digital marketing tips. Here’s one of the most interesting compilation of digital marketing tips – featuring how human sentiments can be affected when advertisements go wrong.
Advertisements have an unleashed potential to evoke multiple thoughts and feelings. From the epitome of creative intelligence to absurd display of unawareness about the culture, there are ads of all sorts.
The game of advertising has become much arduous with the advent of digital media platforms. Yes, it provides a platform for advertisers to reach out to their audiences. At the same time, it gives a podium to audiences to voice their thoughts, thus making brands more susceptible to trolls and backlash.
While we witnessed many new innovative ads with the coming of the digital era, few are imprinted in our mind for a protracted period of time. Unfortunately, the reason is not the excellence, but the backlash it received for misrepresentation of communication.
Without wasting much time, let’s take a look at few of them.
Dove Racist Ad
Dove, a global beauty brand, was accused harshly for the wrong portrayal of racism. In one of the Facebook ad for Dove body wash, a black woman removes her brown t-shirt to uncover a white woman in a white t-shirt hidden underneath. What was actually one of the attempt to represent diversity in skin colour, was considered offensive and was subjected to countless trolls for misrepresenting beauty by tethering it the colour of the skin.
One Facebook user even commented, “What was the mark… I mean anyone with eyes can see how offensive this is. Not one person on your staff objected to this? Wow. Will not be buying your products anymore.”
If this was not enough, it again had to face an outcry for misrepresenting diversity in one of its YouTube ad captioned as ‘Celebrate the many shapes and sizes of beauty.’
And Dove is not the only isolated brand. In April 2017, Nivea launched its new deodorant ad that read, ‘White is purity.’ In few minutes, it received backlash and the makers were forced to pull it down.
And these are not just selected ads, there are many more examples of a company who went lazy or negligent with their values and ethics while marketing their product / services.
Here are the unethical dilemmas which a digital marketer has to face
Bait and switch: In order to boost sales, many companies disrupt the morals and values. Over here, customers are ‘baited’ by the advertisement for products / services priced at a lower price, only to find out in reality that the product is unavailable or is switched to a costlier product.
Planned obsolescence: In this gimmick, a marketer designs a product with limited useful life. Once the functional period is over, more customers tend to purchase another product again.
Comparison marketing: There is nothing wrong in showing the competition as long as you don’t cross the boundary.
Following are most important digital marketing tips
Don’t joke about racism or beauty
Much has been covered about this concern in the story. However, we have seen good advertisements in the realm of hair and beauty space which have been conceptualized and executed with the utmost care. Dabur Vatika marketing campaign #BraveAndBeautiful was adulated by the viewers as it really focused on changing the definition of beauty by using an impeccable combination of creativity, empathy and inspiration.
If you commit a blunder, accept it and apologize
Maggi is a classic example which depicts that if you are really serious about rectifying your mistake, customers may be willing to give you another chance.
Make sure you avoid using slang
Even though this is an exception, in terms of being classified under OOH marketing, even digital marketers can learn basic digital marketing tips from Zomato’s recent OOH campaign. While the earlier creatives were widely appreciated, this particular OOH campaign received a lot of outrage for its connotation with slang.
Don’t hurt the sentiments of any political / ethnic / community group
Trust me, you don’t want to fall into a tussle with any of the political parties or community groups.
Lastly, in order to avoid any mistakes, double check everything.
Life it too short to learn from your own mistakes. The point of this story is to advice digital marketers to be careful before posting anything online.