Interview Series – Decoding Digital Marketing Careers
With the entire world facing a pandemic together, the significance of the digital world has been magnified. We were already moving towards a digital economy; the coronavirus only sharpened its need and brought it into the spotlight. In a contactless world, the vast majority of business activities must take place virtually, one of which is marketing. With rare exceptions, operating digitally is the only way to stay in business through mandated shutdowns and restricted activity. For the marketing industry, the pandemic means a strong increase in competition and enhancement of the digital presence of businesses - it's either go big or go home. In such a situation, businesses must ensure that they have professionals on board to execute a strong digital strategy to protect themselves from being pushed out of the industry. A digital strategy will not only protect the business from lockdowns but will also ensure that the company emerges stronger from the pandemic and is ready to fight its competition.
In this interview, Leena Guha Roy, currently a Lead Consultant for Digital Marketing at Uplitude, talks about her journey and role, along with advising our future digital marketers.
Leena is a strong believer of the idea that perspective is key in the communication and marketing sphere to understand a brand and cater to them to maximize their outcome and achieve goals. She believes that the path to success in content is to publish good stuff, to understand what your readers want, and to meet their expectations consistently, across all platforms. She has worked as a Digital Marketing Specialist at various organizations such as Lotomation, The Wave Group, Infinity Advertising Services, and Amplio Technologies India. A dependable and motivated individual, she has won various awards of distinction such as the Special Jury Award at Drivers of Digital Awards 2016, the Gold Award at Brand Slam Awards 2017, and the award for best in Online content by Times Network in 2017.
You’ve been in the digital industry for so many years now, how has your journey been?
Leena G Roy: I started my digital marketing career with an aptitude that lies in understanding the perspective. That’s not a tangible business skill; but it encompasses the key thing that a marketer always needs in every step of marketing i.e. strategy, planning, execution.
Born in IT and bred in Convergence, I have an innate capacity to explore and conduct fanatical experiments with new things. This gave me a multi-layered opportunity to achieve a lot, in the form of amazing feats.
Today’s marketing is not what it was even 8 years back. We used to then focus on budget, tools, and skills. Now we are using artificial intelligence, GDPR, agile workflow etc. to meet the increasing demand of customer satisfaction. And all these certainly call for a tech savvy marketer. I am lucky that with continuous effort and passion, I have skilled myself to emerge as a digital native marketer.
As a digital marketer, what keeps you inspired & motivated to perform with your best interest?
Leena G Roy: I always focused on the pure growth of the business. Data has always been a lifeline for me to perform and produce better results. It helped me enable cutting-edge customer segmentation, deep personalization and relevant messaging to customers and prospects.
What evolution have you seen in Digital Marketing over the last few years?
Leena G Roy: The answer is a paradigm shift in what customers want. Customers’ buyer behaviour has changed a lot in the last few years. Providing customer service after they purchase has become outdated now. They prefer to experience the product before they make a purchase. So, it is essential to unlock their underlying emotions while marketing.
Which is that one digital campaign that stands out for you?
Leena G Roy: #ConnenctingSigns to break the barriers of communication by educating people about different sign languages commonly used in India.
If you were asked to list down the three must-know tools for a budding digital marketer, what would they be?
Leena G Roy: Marketing automation tool, Data Analytics tool and Social Listening tool
According to you, which is the biggest challenge currently being faced in this career profile?
Leena G Roy: Digital marketers are facing challenges in scaling up personalization. There is a roadblock that lies not just in data collection, but in organizational ailment, goal sharing and continuous communication.
Lastly, what do you think is the next major trend in Digital Marketing?
Leena G Roy: The next big thing for a digital native marketer is product led growth. It will not be like “sell it and forget it” strategy. Even it is not a quick fix tactic. Marketers require a holistic approach to transition from typical sales-led growth. Thus, business can upend the traditional way of doing things.