Tamuna Rostiashvili: It Takes more Profound and Detailed Study of a User to Plan a Campaign Nowadays
Interview with Tamuna Rostiashvili, Marketing Director of Altaokay
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
I studied Business Administration, and we didn’t have a specific specialization, we did each module separately, among them marketing. I continued doing my Master’s in the field of finances. My first steps in my career was in marketing, and I found it very interesting, so I decided to stay in this field. My background knowledge in finances helps me to plan marketing activities more efficiently.
In regards to technological changes, what challenges do you face as the head of a marketing service?
People tend to spend more time with their gadgets, nowadays. Markers are faced with the challenge of getting in touch with a customer through different channels to create campaigns on social networks, display an advertisement, and do e-commerce.
Today, a marketing department should be able to combine the creativity and technical side of the database, digital engineering and analytics.
The digital revolution changed three things in marketing : the speed, relevance and reach of campaigns. It's possible to target and send certain content to a particular group that increases efficiency.
It is worth mentioning the budget issue, as it became possible to plan a successful and interesting campaigns with a small budget. I can not even underestimate the value of evaluating results, because everything in the digital world is measurable. Statistical data, analytics can be checked every second.
What has changed in the field in the last 5 years, and what changes are expected?
Many things have changed over the last 5 years. First of all, it is worth mentioning the digital transformation. The source of traditional media has changed, and the internet, where a large amount of content is created and shared. Customers' behavior have also changed accordingly. The moves were efficient for customers and, in some cases, it may not be effective anymore. Marketing activities and planning campaigns requires more detailed study of the user, and more profound and intuitive insights.
What important features should a marketing manager focus on, and what are their roles in an organization?
The role of marketing in the company is quite high, especially in such a competitive market. It is important to communicate with the customer, take care of the image of the company, customer satisfaction, determining the right strategy, planning, effective budgeting, and getting the results. It is important that marketing managers have the ability to properly plan, define the effectiveness of campaigns, constantly develop and follow innovations and changes.
What’s your organization's model?
The customer is most important for us, so all of our activity is oriented to them.
The most useful advice you’ve ever received in your life?
The first thing I remembered is "push all the time", always try to reach the end result, calmly and patiently plan, strengthen communication, change the direction, but never give up in the middle.
Think of a person who inspires you, professionally.
I can’t think of one person. My inspiration is specific campaigns, interesting work and challenges.