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Due to Rapidly Evolving Technology, the Marketing Landscape is Growing at a Accelerating Pace

An interview with Marika Lomtadze, Head of Marketing Department at Alliance Group Holding.

Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?

-It was like love at first sight. At that moment, I was studying at the Caucasus School of Business BBA program, when on the 2nd course I started to study Basic Marketing. During the first lecture, I already knew that I wanted to continue my career in the field. Since then, I have been in the marketing field, and had the opportunity to work in the Pharmaceutical, Information Technologies, Retail, Manufacturing and now Financial and Consulting sectors. Work experience in such diversified sectors, combined with BBA studies at the  Caucasus School of Business and later on MBA studies at the Maastricht School of Management in the Netherlands, helped me to become a professional and developed  as a manager.

Furthermore, I continually concentrate on building professional relationships both inside and outside the workplace, and demonstrate sound business ethics, show commitment, and am ready to step up to give advice in the field I am qualified to give.

In regards to technological changes, what challenges do you face as the head of a marketing service?

-It is an opportunity rather than a challenge. We, the marketers, ought to have a strong focus on applying technology based platforms and marketing analytical tools in everyday marketing operations. Hence, it is vital for Marketing Department to use technologies for growing opportunities, customer leads, opportunities and communications.

Marketing is a multifaceted business process that involves creativity and innovation, alongside with analytics and strategy structuring, and therefore the contemporary marketing strategy, program and campaign is hard to imagine without digital technology, digital business models, and other applications of technology.

What has changed in the field in the last 5 years, and what changes are expected now?

-The marketing field has undergone a metamorphosis over the recent years, and it still continues to change. Digitalization and globalization have affected the field to a great extent, created challenges, and brought enormous business opportunities. There is a great shift from traditional to digital marketing strategies. New technologies were introduced that transformed the way of implementing various marketing programs and communication strategies.

Due to rapidly evolving technology, the marketing landscape is growing at a accelerating pace, and I think  more changes are to be expected in the future that will dramatically affect the behaviors of the customers and the approaches that companies take in marketing.

What important features should a marketing manager focus on, and what are their roles in an organization?

-Especially in the era of globalization, the role of marketing is pivotal for every organization to succeed on the market. A contemporary marketer needs to have a diverse set of skills in order to drive the organization towards growth and success. Among the key traits necessary for a successful marketer is to be a visionary, flexible and creative thinker, with expressed customer centric and relationship building skills. Besides, the recent rise of the use of marketing technology for engaging customers, the increased need for marketers to acquire more technology skills and qualifications.

What steps did you take, as an organization, to catch up with new trends, and use innovative approaches in the field of marketing?

-Alliance Group Holding is an innovative, diversified, leading company in the field of investment and advisory services, that aims to invest in the projects that are innovative and strategically important for the development of the local economy. The company manages subsidiary companies with a diversified core businesses in financial, consulting, leasing, energy, property valuation, business information and its new business in education (the recently established first Finnish School in Georgia) sectors.

As a marketer, I constantly distill recent marketing trends, research and transform business data into customized service offerings, and these communications and activities drive demand by connecting with customers.  Besides, cross-departmental communication and collaboration is vital in order to brainstorm, link every unit together, ensure their involvement to accomplish projects and achieve business goals.

What’s your organisation’s business model, in terms of marketing?

-Alliance Group Holding aligns its business goals with those of the customers. Developing trusted, long-standing relationships with customers is a cornerstone of our company philosophy. The distinctive culture and values act as a moral compass, and are reasons why customers choose to partner with AGH and its subsidiary companies. The company acts according to its five core values, which  are professionalism, good governance, diversity, stability and integrity.

One word that describes your work.

– Continuous growth.

The most useful advice you’ve ever received in life?

-Always see the big picture if you want to succeed.

Think of a person who inspires you professionally.

-Nothing is more inspiring than accomplishing successful projects, and  seeing its value and development in the long-run.