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Tamar Jincharadze: “No Company or Business Can Achieve Results Without Proper Marketing”

An interview with Tamar Jincharadze, Head of Marketing Department of Hotel Chain “Ambassadori” and Public Relations and Marketing Manager of the co-working spaces “Terminal” and Vere Loft.

Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?

I had already selected this profession when I got into the faculty of journalism, as there was no such program as marketing and public relations. These two professions are very close to each other. I worked as a journalist for about 10 years. This experience has helped me in my future, as I have been reporting various fields and business activities during my time as a reporter, analyzing their successes and mistakes, which was very helpful for the future.

In regards to technological changes, what challenges do you face as the head of a marketing service?

I wouldn’t call it a challenge, on the contrary, communication channels with customers are simplified. If it was very difficult to provide information on a specific product to a user, as well as to get useful feedback , all this is available in the internet era. Thus, I think our profession is becoming more flexible, along with technological development, which gives even greater opportunities.

What has changed in the field in the last 5 years, and what changes are expected now?

The language of flyers and banners was replaced by social networking posts, the print media replaced by internet media. Digital marketing allows us to introduce a particular product to any market segment, whether to someone living in Yerevan or Malta. The new technologies facilitated the calculation of results, statistics and defining future risks that prevent possible errors.

As for changes, I don’t know what inventors are planning, but this field develops so rapidly, I’m sure a lot novelties are yet to come.What important features should a marketing manager focus on, and what are their roles in an organization?

This field does not only require mathematical skills. The most important thing is human qualities like communication, awareness, sensitiveness, feeling the market segment, knowing a product well, and much more.

The role of marketing in any organization is very important. Let’s say, the engine is very important for a car, but no matter how good the engine is, it wouldn’t be worth anything if it didn’t run, so no less important are the wheels. No company and business can achieve a result without proper marketing.

What steps did you take, as an organization, to catch up with new trends, and use innovative approaches in the field of marketing?

In reality there is no new or old trends. In parallel with the developments in this country, technology and economy, customer requirements are also changing, and therefore there is no written formula. Any business is idiosyncratic, and requires individualized approaches.

What’s your organisation’s business model, in terms of marketing?

My companies operate in the service sector, so a customer’s comfort is most important.

One word that describes your work.

Constant communication.

The most useful advice you’ve ever received in life?

‘I’m the busiest, when I’m taking a rest’’- I don’t remember where I read it.

Think of a person who inspires you professionally.

I do not have an inspiring person in mind, my source of inspiration is interesting and innovative challenges.