Natia Aspanidze: "Creating a Service for Selling a Product is One of the Important Preconditions"

Interview with Natia Aspanidze, Marketing Manager at Decoline Construction- Interior Design Company

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

I am a journalist by profession, but the field of public relations was no stranger. From my sophomore year onwards, I worked in public relations and sales, and then I became interested in marketing. I took PR and marketing courses during my maternity leave- theoretical knowledge is important by itself, but practice in any profession is key. Especially in this area, where you have an unlimited space for bold and creative ideas that come out and implement.

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

Competition and constant updates; these are two key factors that are driving forces behind all companies in marketing. The fact that everyone agrees on, is that technological development is directly linked to changes in the marketing processes. Marketing goes through several stages: production concept, product concept, selling concept, marketing concept, societal concept, and embracing the digital age. Digital marketing is one of the biggest challenges in this field. The product that those in marketing create must be interesting and necessary for the public, and the company, but must also be adapted to the environment in which we live, and we all know that we are in the age of digital technology.

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

Changes are essential in all fields and in every profession, it’s vital, as a living organism grows and develops, so does the marketing field. For the last 5 years, companies and marketing services have realized that the key is not to "sell the product" (at any cost) but to create a service, namely marketing service, as one of the most important prerequisites for selling the product. I think we need to think more about social responsibility when creating a product, along with customer needs, sales growth, increasing awareness. I don't know if there will be changes in this regard, but I would like all companies and marketing services to be focused on this.

What do you think are the most important traits a marketing manager should have, and what is his or her role in the organization in general?

Responsibility is a quality that everyone in every profession needs first and foremost. I always give this anecdote; one shouldn’t even sell a sunflower irresponsibly. And when you are in marketing, you have a triple responsibility: the community, the company, yourself and your profession.

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

We offer construction and repairs to our customers, an area where standards of quality must be upheld. What we always pride ourselves on is customer service and a highly professional approach to our business. Our success lies in the work we do; our advertisers are satisfied customers. It is also important for us to communicate effectively with the customer and keep track of what the customer wants, and when to offer what.

One word that describes your job.

It is such a broad field that it is impossible to describe it in one word, but what most closely matches is the word "important".

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

I have received many useful tips, and still get them from interesting people around me, but I still remember my professor's words, during a lecture:"Constant movement and learning (not only academic) is the key to human evolution and success"- it’s not exactly advice, but still, there is some kernel of truth in this sentence for me. 

Think of a person who inspires you, professionally.

I can’t think of a specific person, although my friends are examples of professionalism and humanity. I am constantly improving with them.