Interview Series – Decoding Digital Marketing Careers
Today almost everything is available at a click of a button or a swipe on an app. Internet and connectivity have indeed helped businesses and companies to market themselves to a wider audience which hitherto was unimaginable. Just think about it, nowadays we can buy products and avail services sitting in the comforts of our house from businesses located thousands of kilometers away. This is one of the many wonders of science and technology which is helping people better their lives. Whether it is a startup or a multinational conglomerate, today almost every business uses digital marketing services to expand its operations and reach a larger section of the population. Digital marketing solutions have helped these corporations to expand their footprints in different corners of the world with the technology.
In this interview, Jay Shah, currently the Marketing Manager at PayNearby, talks about the potential of the Digital Marketing field and the latest trends.
Spending 4 years in the industry, Jay has championed cross-functional team management, interpreting client needs, communicating across all managerial levels, social media management while thriving in high-pressure situations. He has successfully managed the end-to-end strategy planning and delivery for marketing projects and campaigns for the BFSI, Entertainment, and Retail industry. He believes in collaborative work and as a team leader, feels the need to be responsible and instrumental in the growth and development of all team members. His diverse portfolio includes lucrative work for companies like HDFC Bank, Aristocrat, and Morphy Richards along with award-winning work for Colors (Viacom18) and ALTBalaji. His zeal and inclination towards brands, especially their digital content, make him a hungry learner every day.
You’ve been in the digital industry for so many years now, how has your journey been?
Jay S: I have been in this industry for around 4 years and to summarize my journey in a nutshell, it has been an exponentially growing curve. The experience has been dynamic and learning exposure has been great.
As a digital marketer, what keeps you inspired & motivated to perform in your best interest?
Jay S: As a marketer, I have always been motivated in creating something new and out-of-the-box through creative projects, teamwork & the opportunity to lead the campaigns right from ideation to the launch phase. The process of learning has been a constant inspiration and has helped me to grow.
What evolution have you seen in Digital Marketing over the last few years?
Jay S: While in the last year of my post-graduation, I sensed the transformation happening and social media was adopted by every brand. When I began my journey, there were 3 platforms that every brand would be present on to achieve their marketing goals. With constant evolution and change, today one can adopt more than 15 platforms to build the community and advertise. The growth that we have witnessed is tremendous and for future purposes, digital marketing will be a necessity.
Which is that one digital campaign that stands out for you?
Jay S: The Swiggy Voice of Hunger Challenge campaign stands out for me. This campaign has not only engaged consumers in a fun and quirky manner by using the voice note feature on Instagram but also presented how one is well versed with the platform and can create a unique value proposition by leveraging new features to engage with the audience.
If you were asked to list down the three must-know tools for a budding digital marketer, what would they be?
Jay S: According to me, the most significant tools for the new digital marketers are:
1. Google Analytics
2. Facebook Ads Manager
3. Google Adwords
According to you, which is the biggest challenge currently being faced in this career profile?
Jay S: Work-Life Balance, need to stay relevant and in trend.
Lastly, what do you think is the next major trend in Digital Marketing?
Jay S: Programmatic advertising will be the new trend due to the effectiveness, efficiency & control that it gives to mobile marketers. Also, the rise of vernacular content will continue to grow as a lot of opportunities have been created for the key categories like OTT, Ecommerce, Digital Payments, News, etc. Pandemic has accelerated the growth of users towards digitization, making brands adopt vernacular marketing content.