Interview with Nutsa Kistauri, Head of PR at Georgian Co-Investment Fund.
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
I chose to get a BA in Global Communications with a minor in Social Psychology. These studies gave me the opportunity to identify, connect, share, relate and mobilize across geographic, political, economic, social and cultural divides, which is drastically important for my personal and professional growth. It all started with my interest in international marketing, and it’s value proposition allows for a whole bundle of benefits which the firm promises to deliver, not just the benefits of the product itself.
In regards to technological changes, what challenges are you facing as a marketer?
Web cultures have been transforming marketing in ways that we have so far had little opportunity to analyse or understand. The major, defining characteristic of these changes has been the increasing involvement of users in the creation of content itself. Terms like social-network sites, user-generated content, me-media and many others are becoming familiar to use when conceptualizing a terminology that will be used in future for such changes.
What has changed in the last 5 years in the field, and what changes are expected now?
I believe that in the coming years, most communication will be automated between intelligent devices. Humans will intervene in only a tiny fraction of that flow of in communication. Most of it will go on unnoticed and ultimately unknown by humans.
What important features should a marketing manager hold their focus on, and what are their roles in an organization?
- Customer-orientation skills– as the market consists of people with wants and needs, money to spend and different degrees of willingness to spend money on those wants and needs;
- Marketing Research skill;
- Marketing Planning ability;
- Ability to analyze customer satisfaction;
What steps did you take as an organization to catch up with new trends and use innovative approaches in the field of marketing?
One should be active every single time, and oriented to work towards self-development and self-growth. That’s the most important factor for every job.
One word that describes your work.
The most useful advice you’ve ever received in life?
“Do everything you can to understand your target audience. The better you understand what reality looks like through their eyes, the easier it will be for you to make the right marketing decisions.“