Interview with Dimitri Abuladze, Marketing Director of Development Company “Axis”.
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
I am honest, and will reveal to you that I chose the direction of marketing at university by a method of exclusion, because other directions were much more boring to me. This is logical, because Georgian youth have to make a choice of a lifelong profession at an early age, when we have no experience, and we are going through the initial stages seeing the world. I realized that this was a matter of course, but I knew it was precisely that it was a great chance to change my profession in the future.
With developments in my career, marketing was gradually emerging as the main, driving force in the business, and the organization’s income depended on that and its future success. I realized that this direction was in line with my ambitious plans, and I just told myself – yes. Perhaps this is the decision, after which you start on the endless path success.
In regards to technological changes, what challenges do you face as the head of a marketing service?
New technologies have penetrated all areas, including communication. The challenge is to find the target audience for you, with the best possible behavior, behavior that is increasingly rapidly changing. Digital marketing developed with digital technologies. Why? Because the audience moved to the internet, and find themselves easier in the virtual space. Accordingly, today, it is necessary not only to own digital platforms, but also to, ideally, use the so-called content that is often created on this communication channel.
In other ways, if we look at technological changes, we have brought many benefits to marketers in analytical terms. Achieving a high level of accuracy in any campaign was always a big problem for marketers. Evaluation and counting using innovative technologies became much simpler, and more accurate, as in the case of external advertising in digital media. This is one of the biggest internet pros.
What has changed in the field in the last 5 years, and what changes are expected?
It has changed in that communication does not work only for communication. Just the appearance and the message is no longer enough to attract the attention of your target audience. The user has refined their tastes, and no longer believes what they had previously believed. Previously, the marketers tried to work on the rational part of the consumer brain, without any emotional components, but everything changed, and today it is different.
The macro-environment has had an influence, ie the country’s current economic processes that are directly proportionate to the company’s revenue and according to the annual marketing budget.
2014 was a remarkable year, when we looked into communications products, including outstanding Geocell and Alta/Huawei campaigns that the Alta marketing team contributed to. However, after 2014 we looked at the market, and saw that that companies are trying to get result with a smaller budget, and reach the target audience through digital channels.
What important features should a marketing manager focus on, and what are their roles in an organization?
I believe that a good marketing manager is a good project manager, and perfectly manages a given project, approves, perfectly distributes in various communications channels, etc. This adds experience, contacts and other personal qualities, which helps them to be advanced in career development.
It’s a very interesting marketing role in different organizations. In many cases, you have to fight for the burden of marketing, in which situations a lot of people will fight with you. Marketing is a field in which everyone likes interference and participation, and in this area everyone thinks they’re wise, and that’s right. That is why it is very difficult to listen to everyone with a calm face, to analyze, to consider, to argue on all sides and to do professional work.
What’s your organisation’s business model, in terms of marketing?
“Axis” is a centralized system, though horizontal. Marketing managers are project managers who are fully responsible for their project. The horizontal system also means that any co-worker has the right to delegate to any other member of the department.
One word that describes your job. Orchestra.
The most useful advice you’ve ever received in life?
I was told that you need to look at every single activity, even if it’s small, as a project, not only in marketing but in life, too. This perception makes things easier.
Think of a person who inspires you professionally.
Unfortunately, I can not say it because I am against of having authorities in my field. It only hinders new energy, and stamps out out a fire that can do an incredible job. I would like to say the same thing to beginners who believe that an energetic brain is much better than an experienced and not-so-motivated specialist. So everything is ahead of you for those who start today!