Posted: 3 years ago

Ekaterine Siprashvili: "A Customer has the Most Power Today"

Interview with Ekaterine Siprashvili, The Head of the Marketing Department at "Dio" LLC.

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

I have a degree in business administration, and I studied marketing. Then, I decided to apply for GIPA’s Public Relations Master Program. At the beginning of my career, my first steps were in sales, and this experience has taught me a lot of things that I find useful for planning the right marketing strategy.

Diversity, interesting news, observing people, listening to the user - ie market research, including all kinds of promotion, and a colorful profession - that’s how I see marketing. A profession that constantly challenges, and gives you the chance to constantly make new discoveries. That’s very interesting for me.

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

I think, especially in this era, watching the world from a marketing perspective is very interesting. This is an era of communications and commerce. Today, the customer has the most power.

The best way to get information quickly on a social media network that allows marketers to plan effective campaigns, share news and information quickly to potential customers in different ways.

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

It’s such a lively field that it’s constantly changing and developing. Many things have changed over the last 5 years, especially the transforming digital space. Traditional media has been replaced by the internet. In comparison with previous years, many of them previously used channels which are no longer active - it has allowed us to  make interesting and effective marketing campaigns on a small budget.

The user has become more informed in everything, so we have more motivation to take care of them, to think outside of the box to exceed the expectation.

Each customer's satisfaction is of the utmost importance. Social networks influence the behavior of the user, and make decisions faster, and share their experiences faster. Facebook groups are becoming more influential. A large number of people join different groups, and receive information from other people. The majority of companies will plan their communication campaign for these groups, as the segmented group will be easily accessible, and information will be distributed to the specific target.

Today, video content, influencers, bloggers play an important role. 

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

The marketing manager's role is quite important in the company, especially in such a competitive market. It is important to correctly distribute scheduled time, strong characters, creativity, logical & analytical thinking, adaptability and tHE ability to simultaneously deal with several problems. The knowledge of social sciences, flexibility, humor and the ability to do independent, creative work is essential. One must be oriented towards self-development, follow innovations, novelties and catch up with changes. 

What are you doing to help the organization keep up with new trends and use innovative approaches in the field of marketing?

"Dio" is a very interesting company with 70 products. The company tries to offer customers a product and service that will foster a unique environment, maximum comfort, and at the same time, will be of a high quality, and will fully take into account modern standards.

That's why we have to take different actions to reach the audience. I often read online publications, watch or listen to the news in the field, I learn about global giants in this profession, so that neither I or organization lag behind.  

What’s your organization’s business model regarding PR and marketing? 

At all stages of the development of "Dio", it was important to create a business model that was designed to meet customer requirements. We create something the customer values, which are based on high quality, tasteful products, taking users’ wishes into consideration.

 I am very happy that the "Dio" user is highly qualified, educated and tasteful. We take care to maximize the level of customer satisfaction. No matter what we do, the user is the main priority. Therefore, taking care of them daily, thinking about offering innovations is an integral part of everyday work.

One word that describes your work.


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

Make some time for self-development every day, and walk forward, otherwise competitors will catch up in a blink. 

Think of a person who inspires you, professionally.

I can not name one person. The sources of my inspiration are always a specific campaign, interesting work and challenges.