Noka Baindurashvili: Nowadays, a Small Budget is Enough to Implement an Interesting and Effective Marketing Campaigns
Interview with Noka Baindurashvili, Head of Marketing and Public Relations Department for "Georgian Post"
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
For many years, I worked as a public relations manager, working closely with marketing specialists at each working place, which led me to learn more about this field. That's why I've applied to ESM in marketing, but still kept working as a PR specialist. For the first time, in 2015, I was offered a marketing position that posed a very interesting challenge, so I agreed to it, and worked for two years as the head of marketing and the sales branch of the construction company. Then, I joined the Georgian Post team, and I work as the Head of Marketing and Public Relations.
In regards to technological changes, what challenges do you face as the head of a marketing service?
In our era, everything related to technology develops at lightning speed, which by itself affects the company and customer relationships, their behaviors and expectations. Social networks give us an opportunity to constantly listen to and monitor public opinion and their interests. For this purpose, the monitoring of social networks, blogs, web pages, analyzing the comments, feedback and trends is important, in that they adjust the company's interests. In today's digital media, it is easily possible to talk directly and freely with consumers, to manage and plan marketing campaigns. Today, a small budget is also enough to implement interesting and effective marketing campaigns. The financial side is no longer crucial, but an interesting and topical idea that the user will share. The distribution of information and delivery to a large audience has become simpler, if the information is presented in an interesting and original form. However, you need to be very cautious, since one mistake can cause great damage to the company's reputation.
What has changed in the field in the last 5 years, and what changes are expected?
In recent years, there have been big changes in the realms of marketing, advertising and PR. Digitalization has completely changed the processes, communication standards and customer requirements. Today, the number of customers has drastically increased, and therefore their requirements are much higher. Almost every day, standards change, and there are more challenges to come in the future.
What important features should a marketing manager focus on, and what are their roles in an organization?
Marketing is the process of management, and as such its main function is to satisfy the user. Significant aspects of this include the ability to make the correct forecast, and determine the profitability of certain activities, what is certain to be useful for the organization. Consequently, marketing has a vital role in any type of organization.
How do you help organizations catch up with new trends and innovations in the field of marketing?
We constantly keep track of the news, learn and analyze from it.
What’s your organisation’s business model, in terms of marketing?
The business model of our organization is based on a bilateral marketing format, which is interactive and demands the active involvement of both parties, and in which social media channels help. Advertising is still important, but the decisive area of contact with the customer, listening to their opinions, and most importantly, the ability to take into account the company's activities, branding, and advertising. So, we have to continually control the processes, and do not fall behind on the trends, catch up with news, and try to always understand what our customers want, and communicate with them.
One word that describes your job.
The most useful advice you’ve ever received in life?
Never stop learning.
Think of a person who inspires you professionally.
I can’t think of one person in particular, since our field has become very diverse in recent years, and has pushed towards an increasing rate of transformation, which in itself is a merit for many people. As for inspiration, campaigns and brands had a greater impact than the specific person. I always wondered how a brand was created, how campaigns were planned, how advertisements were filmed, how to choose messages, and how they guessed what a customer needs.