Tornike Guruli: Marketer Represents User’s Voice in the Organization
Interview with Tornike Guruli, PSP Pharma’s Marketing Director
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
I graduated from University with a focus on PR, in Georgia. Then, I continued to study in Germany, as strategic communication was always interesting to me. I passed my doctoral studies in business, and my dissertation’s theme was in marketing. I liked the field of communication, and I did not think much about choosing a profession. I chose what I liked.
In regards to technological changes, what challenges do you face as the head of a marketing service?
We live in an era when the user has great power. If only mass media could disseminate information, the user has the power of social media networks. Consequently, each customer’s satisfaction is of the utmost importance. Anyone can communicate with the broad public about the brand, so it is very important to analyze user experience.
What has changed in the field in the last 5 years, and what changes are expected now?
The role of influencers in strategic communication has become very important. This direction has evolved well, abroad, and we are catching up with that. Specialist literature is also being written. Three types of influencers are described in the literature: 1.Celebrities 2. Vloggers 3. Experts in the field, who write and care about the user’s education. In the future, this direction will be dramatically developed. In the past five years, the print media has changed sharply. If they do not own online resources, they only go on a very narrow segment, which is no miracle for the marketers.
Facebook groups are becoming influential. A large number of people join in different groups, and receive information from other people. The majority of companies will plan future communication campaigns on these groups as the segmented group will be available and information will spread to relevant people.
What important features should a marketing manager focus on, and what are their roles in an organization?
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.
What steps did you take, as an organization, to catch up with new trends, and use innovative approaches in the field of marketing?
Most of what I do. I read professional online publications. I also watch trend setting media regularly. I’m also busy teaching and constantly preparing for every lecture. I am trying to do this in every lecture, bring something new and interesting to my students.
And that’s important; I constantly try to keep track of the user’s behavior. I’m constantly trying to find out what the customer needs. If you’re a marketer, you should go to the subway, and the market, to know the people’s consumer behavior and lifestyle, and not only your own decisions.
What’s your organisation’s business model, in terms of marketing?
We are a service brand. As you know, there are product brands and service brands. There are mixed ones, but mainly brands are in these two directions. PSP’s service is a brand. Consequently, it is very important for us to focus on the customer. A permanent care for consumers and experts The pharmacists and consultants are prerequisites,and we are leaders in the pharmaceutical market today.
One word that describes your job.
There’s only one idea: care for the customer.
The most useful advice you’ve ever received in life?
This advice does not only apply to marketing, but also to develop managerial skills. Previously I was working in a German organization, and the teacher taught me: never make a decision with a hot head. It’s better to think about it, sleep it through, and then analyze the situation, make the decision the next day, and stand behind this decision.
Think of a person who inspires you professionally.
David B. Fischer.