Interview Series – Decoding Digital Marketing Careers
In today’s technologically advanced world, digital marketing is the new way to promote and sell products. Compared to traditional marketing, it is cost-effective, easily managed, and simple to analyze and learn. In a society where we struggle with scarcity and rising prices, digital marketing is the way to turn that around. The internet is easily accessible by everyone in any part of the globe. It is easier to connect with potential customers without having to meet them. This is a dominant field today which provides numerous opportunities to current and future generations. It is incredibly convenient for people to buy anything required from the internet without taking a foot outside of their homes and also saves time as they can easily compare prices on multiple websites and pick what is best suited to their needs. It also helps businesses themselves, big or small. The traders can advertise for less money, or even for free if one knows how to do it well. Products can often go viral without any money being invested in marketing. Digital marketing is definitely a major boon to the industry.
In this interview, Sonia Grover, currently a Digital Marketing Manager at NAV Fund Administration Group, gives us an insight into the world of digital marketing through her own experience.
Sonia has close to 7 years of experience in improving the online presence of leading brands across various industries. Her expertise spans over B2C and B2B domains and specializes in ROI-driven strategies. She has played pivotal roles in the marketing teams of companies such as Shapoorji Pallonji Group, LogiNext (funded by PayTM) and is currently managing the online marketing of a hedge fund company in the United States. Sonia is also involved in several personal projects that include an upcoming property start-up scheduled to launch in 2021.
You’ve been in the digital industry for so many years now, how has your journey been?
Sonia G: Been close to 7 years for me in the digital industry. The journey has been extremely enriching with a lot of learning.
As a digital marketer, what keeps you inspired & motivated to perform in your best interest?
Sonia G: I love my work - is what keeps me going. I enjoy every minute of it, no kidding. Before my MBA, I was offered the role of a developer in an IT company as I wanted a job that includes Business Strategy + Tech, sadly there was no such role at that time (talking about close to 8 years back). So, I decided to learn Business after my engineering - and fortunately, Digital Marketing was kicking off at the time when I was about to complete my MBA. So, I decided to get into this field with a very low-paying job, while my friends got great packages in sales, operations, etc. So, that's what keeps me going - keen interest & love for it! Might be difficult to believe, but I don't get bored of my work. *wink*
What evolution have you seen in Digital Marketing over the last few years?
Sonia G: A lot of things have changed in the last few years, a couple of them being:
- Organizations have started giving importance to Marketing Automation, which wasn't the case 5 years back.
- More importance to Search Ads.
- Industry has seen the rise of Influencers across social media, it is crucial for brands (especially B2C) to be present on social media.
- Organizations are investing in BI, so Marketing can be more data-driven.
Which is that one digital campaign that stands out for you?
Sonia G: Many campaigns stand out for me. Some were successful, some not so much. One of these was during my time at Loginext, a logistics SAAS company where our objective was to improve conversions of leads in the pipeline and existing clients. Using HubSpot, several automated processes were built to effectively nurture the leads into opportunities and eventually customers. Through our automation campaigns, users were shown customized messages based on their behavior and were served messages by putting them into well-defined cohorts.
The result - shorter sales cycles, positive effect on customer delight, better Net promoter scores, a 5-fold increase in website traffic - all with 70% lesser manual effort. This led to growth by 150% in the first year and 20% growth MOM since the launch. The success of this campaign was so noteworthy that HubSpot themselves covered it on their website.
If you were asked to list down the three must-know tools for a budding digital marketer, what would they be?
Sonia G: Good to begin with the following tools:
1) Google AdWords
2) Google Webmasters
3) Google Analytics
4) Facebook/Twitter Analytics
5) HubSpot Certification
According to you, which is the biggest challenge currently being faced in this career profile?
Sonia G: Too much information which isn’t credible. Competition. The dominance of Google.
Lastly, what do you think is the next major trend in Digital Marketing?
Sonia G: The industry is moving towards Video Marketing and Influencer Marketing.