Rohith On Mobile Marketing
Please share with us about your journey in marketing
Professionally it has been over 3.5 years of a ride in marketing and going on. To be true, getting into digital marketing was an accident. Worked in an agency in Hyderabad for two and a half years, then freelancing for 3 months and now I head digital acquisition in Rapido. Now that I think of it, I actually had an interest in marketing from college, from being the presenter in hackathons to blogging and to starting the entrepreneurship cell.
What do you like about marketing?
Perspectives. As a marketer, you get to work with different teams and customers at a given point in space and time. I had many days where the first half of the day, I spend with the data team, crunching & analyzing numbers and the second half with the design team creating visualizations, scripts, etc. Along with this, as the journey of the customer and the company grows, you are exposed to various users & their perspectives, different trends in customer behaviors. As a marketer, you get a chance to work with different teams and domains like design, tech, sales & data which opens and widens one's perspectives.
What are the trends and future in digital marketing that excite you?
In the future per se, every marketing activity will have a digital touchpoint or attribution. Coupled this with programmatic and being accessible to all small and big marketers, interesting trends and ideas pop up. New platforms and technologies pave the way to reach the users in ways we haven't thought of. Seeing the rate of development of digital advertising platforms per se in the last 20 years or so, the next few years will be very exciting to be part of.
Is there a challenge in digital marketing that you feel is unaddressed?
In addition to the two challenges: Attribution and Fraud, there is one very big challenge: duopoly. The 2 giants cover most of the digital advertising dollars and as a marketer, we have very little control over the platforms. The new platforms are emerging & challenging this status quo and hopefully grow and continue to do so, giving marketers many more options and importantly: control and transparency.
What is your goto mantra for emerging marketers?
Read. Read a lot. One needs to keep updating oneself with constant developments in marketing and consumer psychology. Along with reading marketing articles, do read various other disciplines to get exposure to various things and as I said earlier grow perspectives. You can read about design, data, behavioral economics, psychology, current affairs, etc. which definitely will help you in your work. You don't need to master them but can learn tidbits of the same. I tell my team and myself, even if you read 1 article per day, every day for a year then you would have completed a book, now keep increasing that number and the trove of knowledge you will have will be amazing.