Tamar Bezhashvili: Small Marketing Activities Can Lead a Company Towards a Larger Purpose

Interview with BIA - Business Information Agency Marketing Manager Tamar Bezhashvili

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

Marketing was my conscious choice. I wanted to do something that I was actually interested in, so I was constantly in the process of searching, and what I was interested in several times during my studies. I think I made the right choice, because I never lose my enthusiasm, and I like the work process.

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

The main challenge as regards to technological changes is that processes are developing very rapidly, and a specialist should catch up with that. Technologies are improved every day, and marketers follow the trends. In general, I think, such developments make the process simpler. The more tools are introduced, the easier it is to research, respond to events on time, and more importantly, it is easier for marketers to reach a targeted segment with the right channels, and get feedback. However, this is also a challenge because, through social media or other instruments, active communication is available for more and more companies. Therefore, it is important that information in distinguished and visible in the background of such flow.

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

The most interesting thing for me is that the consumer's opinion has become more important. People slowly realize that their business reputation is dependant on the customer’s opinion. I think this is a positive phenomenon, and a good opportunity for companies to become more customer-oriented. Competition is growing, and I think that, in the future, customers will choose those companies that have corporate social responsibility, and care for the interests of the public.

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

Most importantly,  both employees and customers should understand the values of the company. I try to maximize each marketing activity based on our values. I think the main role of a marketing manager is to help promote the company the right direction. The main thing is to see the whole picture, and realize how small actions can lead to a bigger purpose.

How do you help organizations catch up with new trends and innovations in the field of marketing?

Based on Bia’s specific situation, various programs and trainings are available to help employees in the work process starting from the first day. To ensure that an organization is not behind on new trends, first of all, the news must be accessible for employees. That's why Bia Marketing Team, as well as other departments work in coordination, and through local and international partners we try to introduce all the new, innovative approaches that are available.

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

The main goal of Bia is to help business growth and development. Consequently, marketing activities are completely focused on companies and their needs. Products are constantly evolving, and are more suited to the customer. It is important for us to create a fair value for businesses, in order to achieve success both locally and on international markets.

One word that describes your job.

Challenge is that word. I can’t imagine development without challenges.

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

I’ve often been told to do business that sounds incredible. This principle works well as for personal, as well as company development.

Think of a person who inspires you professionally.

It’s hard to name one. Often, inspiration can be the ultimate result. When you see a successful project, you realize how much work it took until it was successfully implemented. The product is mostly created by a marketing team, which is always a collective job, so the source of inspiration is often a motivated team.