Nata Tsereteli: "Attracting customer’s attention became much harder, but interesting’’
Interview with Nata Tsereteli, Head of Marketing and PR Service of Supermarket Network "Goodwill".
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
When I was a student, marketing was not popular in this country, and I attended a marketing lecture course by chance, and became acquainted within the project. I was amazed by the depth of marketing, starting from a psychology basis, to a character’s view of the advertisement, everything is to be considered and thought out. Diversity is what I like about my profession; you need creativity and skill for a deep analysis.
In regards to technological changes, what challenges do you face as the head of a marketing service?
First of all, it has become much more interesting and interactive. With developments in technology, we need to think more about not just what the brand says, but how and why it says what it says. With the background of a huge source of information, attracting the attention of the user became much harder, but at the same time more interesting.
What has changed in the field in the last 5 years, and what changes are expected?
More attention is paid to the behavior psychology of a customer, neuromarketing. I think that the behavior of the user is ever evolving, making it more mobile and simple. The challenge is that the brand has to be simple, and easy to remember. Everything genius is simple.
What important features should a marketing manager focus on, and what are their roles in an organization?
I have read somewhere that there are two deadly sins in business - to act recklessly and do not to act at all. You need a strong and bold marketing team, full of ideas that will be aimed at achieving the main goals of the company in order to avoid these sins. The qualities are the same - courage, love for work and diligence.
How do you help organization catch up with new trends and innovations in the field of marketing?
We consult with customers, focusing especially on and pay attention to dissatisfied customers, because their opinion is very important. Also, we are constantly looking for innovations, novelty. Goodwill was the first hypermarket on the Georgian market, and introduced the form to the Georgian market, and the fact that the customer has actually changed their consumer behavior. It still holds that the role of the standard bearer, and I am glad that I am contributing to this.
What’s your organisation’s business model, in terms of marketing?
The existence of the supermarket, a network without a customer orientation is impossible. So, the starting point is a customer, and that we've been around for 15 years now.
One word that describes your job.
Love.
The most useful advice you’ve ever received in life?
Never be afraid of novelty. Often, we are afraid of the unknown, learning and self development is a way to overcome this fear. Once I got this advice, which became a personal habit, and today I’m looking forward to new challenges.
Think of a person who inspires you professionally.
I can not name one person, because sometimes this can be a real person, or sometimes a character in a book or movie, or just a subject. Inspiration is a very subjective thing, and because of that, it is possible to get a very good and valuable idea from nothing.