Salman Yahya | Head of Media – Digitz Pvt Ltd
How do you define digital marketing?
In comparison to traditional mediums what’s unique about digital media is the interactivity. It allows the brand and consumers to be better connected to each other. This is a rich interaction where consumers communicate, react, respond and relate. At the heart of it all is the data that is being generated for better audience categorization and message customization.
Where do you see yourself in this industry within next 5 years?
It’s is very difficult to comment on this because the pace of evolution in this industry is very rapid. There is something new to learn everyday! Newer builds, changes, policies, practices and formats pave newer paths, challenges and opportunities. I have been a part of this industry for over 6 years and what I can say for sure is that the industry will further grow exponentially.
Is there anything big brands are lacking in social media marketing and need to focus on?
There is a lot that can be implemented in Pakistan from digitally mature and tech savvy markets. We have barely scratched the surface with this medium and it has so much to offer. Brands need to become bolder!
How can one analyse or track if the social media campaign was a success?
It is important from the get-go; right from the planning phase that objectives of the campaign are setup correctly so that success can be gauged. There are various metrics that can be pegged for success – number of platforms activated, capitalising on contextual relevance, reaching the right audience at the right time.
If you get a chance to work with a new venture how do you make its impact through social marketing?
I believe, for a new venture it is important to first understand who their audience is. They need to be more targeted and precise with their audience and build an affinity with them rather than wasting their budget on an audience that is not interested in them.
Which is the most successful social media campaign according to you and why?
To comment on the success of a campaign without knowing the objective is a bit difficult. What can be gauged is the execution but still judging on execution alone is not justified – there are many cases where the execution has been phenomenal yet the objectives weren’t met.
Which is the worst digital campaign according to you and why?
It would be too harsh of me to say which campaign has been the worst one. There is learning for everybody in the industry right now.
Who admire you the most in digital marketing field?
Don’t have a name to quote. There are some great executions for which I would like to know who executed them, probably then I’ll be able to give you a name.
How do you maximise the reach of a campaign within limited budgets?
With limited budgets you have to bet on selected creative/content pieces. Some perform better than others
Every platform has its different approach to reach the target audience, as a marketer I always believe in media mix strategy cater every platform and plan based on the user behaviour as per the platform.
What is the future of Digital marketing according to you?
Now is the new Future I would say 🙂
Digital marketing is now..