Ana Ivanishvili: "Development of Any Kind is Never a Challenge, it’s an Opportunity’’

Interview with Anna Ivanishvili, Marketing Director at ACT Research & Strategic Consulting.

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

I got involved in marketing deliberately. I chose this profession while doing a Master’s Degree at Caucasus Business School, after having mastered all the major subjects and developing a general understanding of management, finance, HR and other areas of business, and I realized that marketing was what I wanted to do with the rest of my life, and every day I was further convinced of my decision. This field opens up limitless possibilities for me, it’s the most dynamic and exciting, and facing constant challenges, and ways that were effective yesterday are no longer effective today, and those that were today will not be tomorrow. It is a field that does not allow for relaxation, and gives you the power to manage someone else's preferences. It's a magical field.

What challenges do you face as a leader in marketing, during a time of technological change?

Development of any kind is never a challenge, it is an opportunity. The world is evolving, which means that every minute you have more opportunities, and technology is one of the tools to reach our goal. So today I have more ways to move forward, which I will definitely use.

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

In the first place, the importance of data has been promoted in the decision-making process; that is, the creative process has become more thorough; A data-driven approach helps marketers work more productively, create the right content faster, and deliver it to the right customer, on the right channels, at the right time.

It is also noticeable that communication has become very narrow, purposeful, and personalized. Marketers strive to bring individual communication and value to each individual customer.

Approaches have changed at both the level of project and organizational management, with new tools being introduced; I mean agile or the so-called "Coaching"model may not be directly related to marketing, or any other specialty, though this simplifies thinking, planning, and other processes, for me, this is the future we are heading towards.

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

I actually find it hard to name a company that is focused on its customers at this scale. ACT is a company where customer satisfaction and interest is the central locus, and processes and competencies develop around it. All decisions, whether it is the introduction of a new direction, technological development, product modification or anything else, come from one starting point - what value will this change bring to our customers, how much will this decision help them solve a problem?

Due to the specifics of our job, we deal with all kinds of clients, be it a private business, international organization, government structure, individual or other. Therefore, the knowledge and experience they have accumulated over the past 18 years in working with them is enormous. Our primary goal is to provide our customers with the latest innovations, and products that will further enhance and help them achieve their goals.

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

You would be surprised, but the advice sounded like, "you don't have to be perfect," that is to say, the work you do, doesn’t necessarily need to be flawless. It seems weird, but after realizing that it was the most important piece of advice, not only professionally, but also in life, because the key is to be effective, because otherwise, by the time you reach perfection, your perfect product might not be that useful. 

Think of a person who inspires you professionally. 

I get inspired by many things, so it’s hard to name one person. I get inspiration from people who have the power to create something important, a turning point that will affect the general well-being of mankind.