Murtaz Putkaradze: "Technological Change has made it Easier to produce High-quality Content"
Interview with the Head of Marketing at MY.GE (combining myhome, myauto, mymarket, myjobs, myparts and myads), Murtaz Putkaradze.
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
Even before I got to university, I probably had a consistent desire to work in marketing from the age of 14-15, and I couldn't imagine what else I would do. I always say that, even if I didn't get paid, I would do exactly what I am doing now, because I was lucky, and my profession is more of a hobby than a job. The main reason why I went into marketing is that the field is probably all about creativity, with a combination of analytical skills, so it’s also dynamic. The situation is constantly evolving and changing, which is a pleasant challenge.
What challenges do you face as a leader in marketing, during a time of technological change?
I started my marketing career directly, through digital channels, so it was easier for me to deal with these challenges. Today, technological change has made it easier to produce high-quality content, and brands can communicate with a much smaller budget, which has lead to a fundamental shift in society. Because of this buzz, users are no longer responding to general calls, and we have to constantly struggle to stay relevant. One of the challenges in a dynamic and ever-changing environment is to keep the brand's core promise, to stay true and follow the vision.
What has changed in the field in the last 5 years, and what changes are expected?
The major change that has taken place in the last 5 years is that brands have begun to engage in dialogue with customers, and these conversations aren’t one-sided. Channels that have changed can deliver the brand to consumers. Much more importance was given to analysis, to the correct definition of the strategy. The pace of change will accelerate even further over the next 5 years, and in the process, I think all marketers should take care to create a personalized experience, a communication channel for each customer. Focus on ‘Brand Attention,’ not ‘Brand Awareness.’
What do you think are the most important qualities a marketing manager should have, and what is his or her role in the organization in general?
In my opinion, the most important thing for a marketer is to understand the importance of strategy and analytics, and to love the work we do, because in such a dynamic and highly stressful industry, it is difficult to maintain one’s motivation. The main role of the marketer is to maintain the relevance of the organization in the eyes of the consumer, and to create a feeling for the product, without which we cannot create a single customer, a brand ambassador.
What do you do to keep the organization from falling behind on new trends, and keep applying innovative approaches to marketing?
One of the main approaches we have in every department of MY.GE is to constantly introduce new trends and innovative approaches, such as relevant AI and Big Data analytics. To do this, we provide both internal trainings seminars and workshops with the help of invited trainers, as well as the fact that any staff member has access to online courses and training programs, that the organization will pay for, 100%.
What’s your organization’s business model, in terms of marketing?
The main promise of the MY.GE brand is to create a personal experience for our 2.2 million monthly visitors, who are codified by customer orientation. The content of our platforms is exactly what these people are creating, and when planning any updates/improvements, the first question we ask is how much this will improve the user experience.
One word that describes your job. Chaos. The most useful advice you’ve ever received in your life?
A phrase from a book by Simon Sinek: Start with why; if you know why doing a particular activity, everything else can be achieved. Think of a person who inspires you professionally. Seth Godin, who has been at the center of digital transformation, and one of the leading contemporary brands - Google has been developed with his signature approaches.