Usman Haroon | Digital Media Lead – Orientm McCANN
How do you define digital marketing ?
Digital Marketing is not just advertising on a new platform, it is a mindset, it is a phenomenon that needs recognition as the only future of advertising in the very near future. In Pakistan, Digital has a general perception of being restricted to Social media only but in reality it is much more than that and we need to realize this before it gets too late.
Where do you see yourself in this industry within next 5 years ?
I see myself as a professional who is leading the way of developing new trends along with implementing digital first strategies in the market.
Is there anything big brands are lacking in digital marketing and need to focus on ?
Technology has to be at the forefront of every strategy. Consumers are moving away of seeing a plethora of irrelevant ads and are bored of the usual methods of advertising. They need a brand to actually talk to them as not just a commodity but as a human being who understands them and can provide solutions to their needs.
How can one analyse or track if the digital campaign was a success ?
I think every campaign has a different success metric to it. One cannot equate a lead generation campaign’s KPI to that of awareness, so if you’re actually getting return to what you’re paying off must be your metric of determining the success of your campaign.
If you get a chance to work with a new venture how do you make its impact through digital marketing ?
I think, it depends on the nature of what kind of business I am working for, but I think the conversation building must be taken online now because more and more population is leaving the conventional methods of conversations.
Which is the most successful digital campaign according to you and why ?
There are many, I think Pak Suzuki’s campaign #MySuzukiMyStory was a hit given the fact that a general consumer has a very low perception of the brand yet has a lot of emotional memories connected to it. And I think that campaign really brought out the emotion and connect of that First car that you owned by Suzuki.
Which is the worst digital campaign according to you and why ?
I don’t like to categorize any campaign as the worst one, its just that, sometimes they click, sometimes they don’t. it is as simple as that.
Who admire you the most in digital marketing field ?
There are a lot of people who have inspired me throughout my career, naming just a few of them wouldn’t be fair, but I like to take inspiration from anyone I come across, because I believe everyone has something to teach you, to inspire you to do things differently.
How do you maximize the reach of a campaign within limited budgets?
I think your content plays a huge role in any campaign that you do. To be on the level of understanding your general consumer has makes you the talk of the town even with lower budgets.
which is most powerful tool for reach target audience and why?
For now, I think Facebook has the most reach when it comes to generating conversations but YouTube has also seen a huge spike in the recent years in terms of more content viewed, but Facebook I think has to be on top.