Integrating New Technologies is Key to Having an Impactful Marketing Strategy

Asia Business Outlook recently got a chance to interact with Rokas, wherein he shared his insights on various aspects pertaining to branding & marketing. Below are the key extracts from thee exclusive interview –

Throw some light of the advantages of having a marketing strategy, and how digital branding & marketing impact enterprises.

The primary goal of marketing for any brand is to achieve growth, which is the ultimate goal for almost all businesses. Efficient marketing enhances a brand’s ability to expand and hire both new & experienced talent. Digital branding and marketing has completely changed the way business go about their marketing efforts. If you look at the traditional marketing techniques 30-40 years ago, the most optimal channels were television and radio. Back then, it was impossible to track the efficiency and results of these marketing campaigns, and business only had a rough estimation of their target audience and the viewership of their marketing campaigns.

Digital marketing has now enabled companies to have a clear accountability of every single dollar being spent on branding or marketing, along with tracking and analyzing various aspects of thee marketing campaigns. Thus, implementing latest technologies into their marketing strategies is paramount for every organization looking to improve its brand image and make educated decisions.

As an experienced industry professional, what according to you is the secret to creating a solid and effective team?

To have an effective team, it is very important to make sure that the team comprises of personnel having a diverse variety of skillsets. Once you have that, matching them together into a cohesive team is the next big challenge. When you look at the current landscape of digital marketing, there are a massive number of roles and functions pertaining to marketing that every organization must have in order to achieve maximized results. I strongly believe each & every single aspect and marketing skill plays a crucial role in a company having a cohesive team. However, budgetary constraints and finding the suitable workforce are more often daunting tasks in this process.

What are some of the key aspects every brand must keep in mind for their marketing efforts to be successful?

Understanding your customers and current market trends by leveraging data is key in this regard. For example, in most South-East Asian markets, around 80-90 percent of the revenue comes from the organized sector. With the help of analytics and efficient tracking tools, we are able to capture that information and understand various customer-related aspects. Thus, I personally believe that any decision that you make must be based of hard data so that every single dollar that you spend is streamlined into the right channel and towards the right user. As a business owner, this has allowed to make very educated decisions in terms of our money spending, managing projects & campaigns and measuring the outcomes of those campaigns.

How can businesses integrate new technologies into their existing marketing workflows to simplify marketing activities?

We are fortunate to be living in this ‘golden age’ of marketing, wherein we now have access to some wonderful tools to measure and track the performance of our app or website. These being offered as standalone services is one of the biggest that we can enjoy today because even small business are able to buy them, plug them into your app/website backend and immediately start reaping the variety of benefits that these tools offer. Also, modern day technologies have made the world a very small place, wherein any business operating in any region of the world is now able to use tools developed in even the farthest places and optimize its marketing functions.

"A majority of business in the South-East Asia region are now embracing modern day technologies to be a part of today’s digital ecosystem and stay ahead of their competition"

Data analytics is one technology that is simplifying the marketing efforts by enabling business to have a clear understanding of the product they are selling and the impact it will have on the consumers. Any organization that is open to leverage data in an effective way to understand the pulse of the market is sure to achieve enhanced optimization of their marketing campaign and taste success.

Should South-East Asian businesses have to consider participating in digital ecosystems to promote sustainable growth if they want to build effective digital ecosystems in the region?

Across most of the South-East Asian markets that we operate in, a majority of people do not own a credit card. The answer to how this segment of the population can become active members of the digital community, lies in digital e-wallets that can be downloaded easily and be used to make transactions.  Also, this region comprises of a massive number of younger aged population who are very tech-savvy and the adoption of technology is one of the fastest in the world. As a result, a majority of business in the South-East Asia region are now embracing modern day technologies to be a part of today’s digital ecosystem and stay ahead of their competition.