Interview Series – Decoding Digital Marketing Careers
The Internet has become like a breath for our lives every day today. Like the Stone Age, Bronze Age, and Iron Age, we can call this ‘The Digital Age’ with about 59% of the world’s population having accessibility to the Internet. Just like the growth of the Internet, the competition has also increased drastically. It becomes difficult to grow businesses only by the influence of people. Shifting strategy along with the development of technology is the motto for survival. Coincidentally or not, it is also what digital stands for. Digital marketing, with its ease of operation and low budget requirement, defies the quote “Easier said than done.” However, increased competition - both in the digital and physical spheres - has heightened the need for excellence in this field. More and more companies are moving towards outsourcing digital marketing operations to other specialized companies for this reason and will continue to do so in the coming years.
In this interview, Vivek L, currently the AVP for Paid Media & Programmatic at Social Beat, gives us an insight into the world of Digital Marketing through his own experience.
Vivek is a thought leader in Digital Marketing and Advertising. Over the last 9+ years, he has used his expertise to provide business value and drive online sales for several leading clients in competing markets. He has been defining and initiating projects, managing cost, scheduling, and analyzing performance while working to ensure the ultimate success and acceptance of the digital strategy for the brand.
His passion for the ever-changing digital space has always kept him inspired to stay updated on new trends and implement better and stronger solutions for clients.
Having worked across sectors like Real estate, FMCG, E-commerce, Health care, BFSI, and Fintech, some of his notable clients are Malabar Gold and Diamonds, Himalaya Wellness, Sundaram Mutual Funds, Prestige Construction, Mfine, and CasaGrand.
You’ve been in the digital industry for so many years now, how has your journey been?
Vivek L: I have evolved as a digital marketer over the last decade gathering valuable industry experience and keeping up with best practices. I have gathered over 9 years of industry experience and grown to become an AVP at Social Beat. Paid media and programmatic was something I took in my initial years and my affinity towards numbers and the excitement they evoked as data helped me make further inroads into the domain.
I'm continuously looking at new trends in the digital space and implementing the same for my clients. One of the advantages of working in an agency is the wide spectrum of business verticals that I can experiment with and run ads to check what works and I have utilized it to full advantage.
Performance advertising and paid media thrive on economies of scale and I have been consistently getting a good ROAS that brings a smile across my clients and widens my portfolio as well. Having said that, I work with multiple clients across real estate, FMCG, E-commerce, healthcare, BFSI, and fintech. Some of the notable clients are Malabar Gold and Diamonds, Himalaya Wellness, Sundaram Mutual, Prestige Constructions, MFine, and Casagrand.
As a digital marketer, what keeps you inspired & motivated to perform in your best interest?
Vivek L: Extremely exciting and enjoying it and learning new things every day. I have seen the industry grow from day 1 of my career as a digital marketer for the past 9 years.
What evolution have you seen in Digital Marketing over the last few years?
Vivek L: People are consuming digital content daily. Very soon, traditional marketing platforms will disappear, and the digital market will completely take over.
You can reach a larger audience in a shorter period. Technological advances have resulted in considerable attrition of the customer base of traditional marketing agencies & departments. People have moved on to tablets, phones, and computers, which are the areas where digital marketers have gained the most ground.
Which is that one digital campaign that stands out for you?
Vivek L: Good Netizen Good Citizen - An initiative by the Murugappa group.
The campaign is aimed at raising social awareness on the responsible use of social media and the Internet.
If you were asked to list down the three must-know tools for a budding digital marketer, what would they be?
Vivek L: According to me, the three must-know tools for a budding digital marketer are:
1) Google Analytics
2) SEM Rush
3) Excel/Google Spreadsheet
According to you, which is the biggest challenge currently being faced in this career profile?
Vivek L: The ability to constantly keep yourself updated, up-skilled, and relearn go hand in hand in this domain. This might be a major challenge for some budding digital marketers.
Lastly, what do you think is the next major trend in Digital Marketing?
Vivek L: AI based Automation Marketing and Data Insights might be the next major trend.