Top Quotes from Georgian Marketers
As the business world faces digital transformation, organizations start to think about changing their business models, which means to transform how they sell and deliver value to their customers. The way, how we market our products and services, also changes every day.
During the year of 2019, we asked marketers from 34 different Georgian companies the exact same question. We wanted to know, what kind of changes they were expecting in the field of marketing in 5 years and how was their business model.
Here are some of their answers.
Trust is Becoming a New Currency for Business and Life
Anna Shevchenko Regional Director at Noblet Media.
“Trust drives who we do business with, how we make important decisions and who we allow into our lives. This is challenging but it is compelling to find the way to provide well-trusted content to your audience”.
“ It Takes Greater Effort to Attract the Attention of a Target Audience Compared to Previous Years”
Head of PR and Marketing at Luca Polare Ani Tsitskishvili
Luca Polare, as a brand, aims to make people happy. That’s why all of our moves, whether it’s in marketing or across the company, are planned considering the users’ wishes.
“No Company or Business Can Achieve Results Without Proper Marketing”
Tamar Jincharadze, Head of Marketing Department of Hotel Chain “Ambassadori” and Public Relations and Marketing Manager of the co-working spaces “Terminal” and Vere Loft
The role of marketing in any organization is very important. Let’s say, the engine is very important for a car, but no matter how good the engine is, it wouldn’t be worth anything if it didn’t run, so no less important are the wheels. No company and business can achieve a result without proper marketing.
“The Best Source of Inspiration is a New Day with its New Challenges”
Public Relations Manager of Infrastructure Construction Association Tata Kapianidze I think research skills are very important, and take the right choice after that. Actually, this decision defines everything: you choose a segment, a message, a way to disseminate information, content, medium, form, time…
“We need to Adapt our Mindset to Technological Advancements”
Product Marketing Manager at BDO in Georgia, audit & business advisory
Along with technological advancements, we need to adapt our whole mindset. Our future target audience will be media-savvy digital natives to whom you can’t really advertise. We need to find ways to engage at a deeper level. As technology become our everyday life, people crave a more personal touch, and we need to balance.
“Marketer Represents User’s Voice in the Organization”
PSP Pharma’s Marketing Director, Tornike Guruli
Marketing Managers must be communicative, and should always be ready to receive the news. Marketing in the organization is always a user’s voice. The user and its experience are important for each organization’s development. If we listen to the details, and provide an analysis of experience, it will help us in development.
“Technological Changes have Brought many Benefits to Marketing in Analytical Terms”
Dimitri Abuladze, Marketing Director of Development Company “Axis”
In other ways, if we look at technological changes, we have brought many benefits to marketers in analytical terms. Achieving a high level of accuracy in any campaign was always a big problem for marketers. Evaluation and counting using innovative technologies became much simpler, and more accurate, as in the case of external advertising in digital media. This is one of the biggest internet pros.
"Attracting customer’s attention became much harder, but interesting’’
Nata Tsereteli, Head of Marketing and PR Service of Supermarket Network "Goodwill"
We consult with customers, focusing especially on and pay attention to dissatisfied customers, because their opinion is very important. Also, we are constantly looking for innovations, novelty. Goodwill was the first hypermarket on the Georgian market, and introduced the form to the Georgian market, and the fact that the customer has actually changed their consumer behavior. It still holds that the role of the standard bearer, and I am glad that I am contributing to this.
Almost every day, standards change, and there are more challenges to come in the future
Noka Baindurashvili, Head of Marketing and Public Relations Department for "Georgian Post"
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
"Only a drastically innovative advertising campaigns will succeed in the future’’
Irakli Nizharadze, Head of Marketing at the Development Company "Orion Group"
Small Marketing Activities Can Lead a Company Towards a Larger Purpose
BIA - Business Information Agency Marketing Manager Tamar Bezhashvili
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.
The Marketer’s approach to Project Planning has been Drastically Changed
Nino Motskobili, the Sales and Marketing Director at "Georgia Palace and Spa Kobuleti"
The future of hotel marketing is the merger of PR, sales, marketing and the revenue management service, as they are overly influenced by each-other’s results. Foreign experts have already come to the conclusion that the common goal is a priority, the specific discussion of the data of the particular department is secondary. If I follow this dictum, it will probably take us far, so I will stop here.
It Takes more Profound and Detailed Study of a User to Plan a Campaign Nowadays
Tamuna Rostiashvili, Marketing Director of Altaokay
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.
"Being Creative doesn’t Mean Investing too much, Original Ideas are often Simple’’
Dimitri Shvelidze, Deputy Director of the Mira-Hotel Group Ltd (Hotel Riverside Tbilisi, Tiffany Bar and Terrace, Mira Travel).
As we know, marketing in the hospitality industry involves a number of activities in terms of sales, public relations, advertising, etc. This is a complex field. One sentence that describes marketing is: the process of establishing a productive relationship with a customer, and maintaining it. A marketing manager should think outside of the box, understand the product that he offers.
“Constant Readiness and Adaptation to Novelties is the Key to Success’’
Lana Bliadze, Head of PR and Marketing Department at "Didgori" and Organization Development Specialist at “Georgian Unique Wine’’
A competitive marketing manager should never be satisfied with a result, even if she achieves more than planned. One should always be oriented towards self and company development, keep up with the competition, and should be able to make correct predictions and well-planned decisions.
The Greatest Motivation is Competition, and that Grows Daily in a World of Constant Changes
Meko Abramia, Marketing Projects Manager at the Insurance Company “Aldagi”
A Marketing Manager is a creative person who comprehends people, and communication is like breathing for them. This person manages an innovative process, where trends are created based on analysing the user’s experience and emotions towards products/services.
“Marketing Helps you Make New Discoveries”
Tiko Ratiani, Head of Marketing and Salesfor “Jikia House’’
Today, the real estate market is quite saturated, and many companies operate here. In order for you to be outstanding, it is important to think of a different product that is competitive. We try to be an outstanding and user-oriented company. Of course, we listen to customers, and take their tips, wishes and recommendations into consideration as best as we can in order to fit them in, and offer them an interesting product. In addition, we try to offer customers a different product from others, which distinguishes us from our competitors.
“Education is the key to a successful future”
Nino Kusrashvili, Head of the Public Relations and Marketing Service of "European School"
A coordinated and integrated approach with regards to our communication strategy is required. The main activity of marketing and public relations is to communicate effectively with external auditors, and plan and implement results-oriented campaigns. The right selection of a target audience in the field of education is very important.
"A Customer has the Most Power Today"
Ekaterine Siprashvili, The Head of the Marketing Department at "Dio" LLC
I think, especially in this era, watching the world from a marketing perspective is very interesting. This is an era of communications and commerce. Today, the customer has the most power.The best way to get information quickly on a social media network that allows marketers to plan effective campaigns, share news and information quickly to potential customers in different ways.
More Caution and Attention are Required for Clients
Keti Pirtskhalaishvili, Partner in the Marketing Agency “Gingers’’
Over the last five years, the efficiency and use of advertising channels have significantly changed. If earlier, television, radio and the press were the leading channels for advertising, now all efforts and attention are placed on digital channels. More caution and attention are required for clients, as communication between companies and consumers is bilateral and open.
"The User’s Behaviour Became Digital"
Salome Gulordava, Head of Marketing Department of "Hotel Museum"
Digital world develops at the speed of light, not only technologies, but also the consciousness of people in the last 5 years, the behavior of the user became digital, and soon there will probably not be web pages in the classic form, everything will become 100% mobile friendly, minimalistic, and user friendly.
"We are trying to digitize everything, along with changes in technology"
Lasha Barjadze, Marketing Manager of “Good Travel’’ and the training center “Tourism Organization’’
We always innovate in our companies, and then train our employees in these programs to deliver the results we have. For example, Facebook has added a messenger bot feature that automatically fills a customer's order and offers various options automatically, and do customer classification, demand analysis and customization. With this innovative tool, we have simplified our business and communication with our customers.
“There is no Ready-Made Formula in Marketing”
Madlena Manusachyan, Head of Sales and Marketing Department of Hotel Chain “Mgzavrebi”
This field is changing so fast that there is no ready-made formula that is constantly working and everything we knew before is gradually useless. As for change, in Georgia and perhaps in the world, Digital marketing and social media have become more demanding and priority.
"Creating a Service for Selling a Product is One of the Important Preconditions"
Natia Aspanidze, Marketing Manager at Decoline Construction- Interior Design Company
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
“A Rating is a Symbol that Shows Trust, and Trust is the Same as a Guaranteed Customer”
Nia Zotikishvili, Marketing Manager at Twins Wine Cellar
Nowadays, it is important for marketers to find the accurate and necessary keywords in an SEO search engine for brand ranking. A rating is an image that shows trust, and trust is the same as a guaranteed customer.
"Marketing Department Must Be Able to Combine Creativity and Analytics"
Salome Gelashvili, Marketing Manager of JSC International Insurance Company Kamara
Today, the marketing department must be able to combine creativity, the ability to keep pace with technology innovation, and analytics.
Constant Development and Adaptation of Strategies to all Modern Challenges is a Must in Order to Succeed
Head of Marketing and Commercialization Departments of Tbilisi Mall (Rakeen Uptown Development), Nata Gogoladze
Marketing plays a key role in any company, nowadays. Marketing comes up with the idea of the product/service, tests it on market through research, finds a targeted market for the product, determines prices, gives a recommendation as to how to present a product or service, promotes it, analyses sales and correlates it with money spent on COG and promotion, decides when it is no longer in demand, and when it should be removed from the market.
"The Future is in New and Digital Media"
Marketing Director at "Business Partner," David Baghashvili
We need to be curious, strategically creative, organized, and most importantly, brilliant communicators. We need to be able to articulate the issues clearly and easily, and always have a strategy to move to a new stage. We need to know how to bring any form of communication to a particular goal, and that we are moving to positive results.
"Nowadays it is Impossible to have an Effective Business Model without the Use of Digital Technologies"
Natalia Goderdzishvili, Caucasus Marketing Supervisor for Borusan Cat Georgia
Let me start by saying that the Borusan Cat's slogan is "We create solutions", which clearly indicates that our customer is the core of our company. In addition to offering premium quality products and services, our goal is to help users succeed. We repeatedly point out to our customers that we represent not only their suppliers, but also valuable consultants who can get advice at any time.
"As Technological Changes Advance, Challenges Increase"
Tamar Kalandarishvili, Head of Public Relations and Marketing at Insurance Company Euroins Georgia
Our marketing team continually strives to deliver ideas and conceptions, constantly learning, researching the market, tracking technological changes, trends, understanding what the customer wants. Most importantly, we are never afraid to take risks; it is impossible to succeed without this,, we are not afraid of failure, difficulties,on the contrary, it aggravates our desire to move forward. A postponed case is not a case anymore, we need to start action today, if we want to make it work.
"We are Facing Really Big Challenges in Terms of Technology"
Rusudan Muzashvili, PR and Marketing Head of Gurme Ltd In terms of technology, we are facing really big challenges. In light of limitless information, you should make it interesting for the customer, and provide the right information. You need to define your segment and work on communicating with them properly.
In terms of technology, we are facing really big challenges. In light of limitless information, you should make it interesting for the customer, and provide the right information. You need to define your segment and work on communicating with them properly.
"The Environment Is Changing, That Is, Continuing Innovation Is Needed For Survival And Development"
Tinatin Imnadze, Marketing and Sales Manager at Schuchmann Wines Georgia
From personal experience, what helps me the most is the maximum involvement in the processes. Having gone through so much detail and so many steps, I have come to realize that superficial management and giving orders from the top office cannot be as effective as being on-site and dealing with staff. Competence and the ability to prioritize well are also essential.
"Today's Marketing Approach has Changed Completely"
Lado Tsimakuridze, Master of Social Sciences, Head of the Marketing Department at “Khareba Winery”
There are not many such free niches left, thus marketing has to create innovative, exciting and attractive brands, and then find and retain customers, win over loyal segments of the competitors, and also attract neutral, new consumer groups.
"The Rise of Digital Resources has Given us a Good Opportunity for Effective Communication with the Public"
Salome Macharashvili, Head of Public Relations, Marketing and Communications at the Innovations and Technologies Agency
The evolving development and diversity of digital resources has given us a good opportunity to communicate effectively with the public, and simplify the feedback process. Technological development is a very lively process, hence the digitization of services, the creation of simple and flexible services, etc. is very important today.