Inc.Academy

How has the marketing division evolved, since you joined?

Sutramagnus is a traditional agency with the focus on Above the line (BTL) and Below the line (BTL) activity. When I came onboard in December, I set up the digital business, which is now one of the fastest growing unit, both people-wise & businesswise.

 

What inspired you to opt for a career in the Digital Marketing Industry?

The choice was by accident. In 2004, when I was in an advertising agency, I was approached by a startup which wanted to change the way India bought travel through e-commerce. I met the founders and decided to take the plunge. At MakeMyTrip, we set the trend in digital marketing practice.

 

Having worked across brands such as Unilever & P&G, this was the first time that I could use marketing to deliver sales and measure it. The effort didn't just stop at creating a fancy campaign. 

We often hear from people that Digital is all about Marketing. Can you help us demystify few myths about  Digital Industry?

1. Digital is like a magic wand that will increase spurt the sales instantly: e-commerce needs basics to be established before it can start producing results. Minimum about 6 months to set things right and about 2 years for it to become an ROI positive channel.

2. I only need to invest in Good branded aesthetic creatives to establish my digital presence: In the digital world, the experience and the customer journey is paramount, which is essential to establish the digital presence.

 

Since there are millions of blogs and online resources, it often gets overwhelming. Tarek Reda, can you recommend few blogs or sources which one should subscribe to for the regular source of knowledge?

 

I refer to Twitter, moz.com (Randy Fishkin), marketingland.com (Danny Sullivan) & Neil Patel

 

You would agree that there is a dearth of digitally trained talent in the industry. According to your experience, which is few key Digital relates Skills required in a candidate?

 

Yes, though there are a number of folks claiming to be digital gurus. I consider following 3 key assets

Data & analytic bent of mind
Think "experience" mindset across platforms
Think innovation mindset 

 

What would be your advice for people aspiring to be a part of or already are a part of Digital Industry.

"Purpose" is a term, which I use every now and then to corroborate a decision. "Purpose" helps me decide one channel vs the other or more spends vs less. Similarly, when one is wanting to be a part of this industry or is already a part, I hope he/she has done so not because Digital is the most exciting option right now, but because his/her digital career has a unique "Purpose" in his/her career path.