About Rafi: Among the pioneers of Digital Marketing, Mohammed Rafi Syed son of Syed Pedda Khaja & Syed Fatima From Narasaraopet, Guntur District, Andhrapradesh has been part of the Internet Industry since 2016. He has been a serial entrepreneur for last 4 years and is currently founder & CEO of Hoax360 Technologies, a leading Digital Marketing company in Hyderabad.
Being one of the pioneers in digital marketing you have helped many professionals and Companies to solve their digital marketing challenges. What are some of the common challenges that the companies are facing across industries?
Rafi : As a user of digital marketing since last 4 years and as an enabler of digital marketing since last 4 years, I have observed the following key challenges faced by companies across industries:
- Finding Talent: Given this industry is still evolving, finding right talent is one of the most difficult tasks.
- Finding Agency Partner: The entry barrier to form an agency is too low. Moreover, organizations don’t have sufficient understanding of what to expect/not from agencies. Finally, working with agencies as a vendor (vs partner) is another reason for significantly higher failure rates.
- Adapting to the Changes: Digital marketing is one of the most dynamic industries. For traditional organizations, it’s hard to unlearn and do fast experimentations, which are essential for success in digital marketing
- Using measurability to its advantage: While measurability is one of the key advantages of digital marketing, yet it’s not used to its advantage. Even today, how to measure ROI of digital marketing is an unsolved puzzle for a large number of organizations.
How do you see Digital Marketing is impacting enterprises in India? What are top trends you see are entering the marketplace?
I would want to replace Digital Marketing with Digital Media here as the contribution of new media is beyond marketing such as customer insights and loyalty. Given the majority of organizations have their stakeholders, which include customers, employees and partners all present online, not using digital marketing is no more an option.Some of the relevant trends to ride on in digital marketing include:
- Content Marketing
- Marketing Automation
Video content has become the most popular part of a Social Media Campaign Nothing is as much catchy and attractive as a video content is. What kind of content must a marketer highlight to garner maximum attention of the viewers?
Yes, we’ve seen a shift happening from text to image to video. The success of any content including video relies on the fundamental aspect: is your content fulfilling the objectives of your target audience? followed by your ability to distribute the content to right audience.
Unfortunately, many organizations treat digital marketing as a technology function and the core of understanding of the customer is not being used in their communication. The same is reflected in Video Marketing.
With all the companies incorporating the latest technological advancements into their marketing campaign what will help organizations stand out and differentiate themselves from the competitors in the long run?
Firstly, one needs to understand that technology is a means to an end and not the end in itself. As I shared earlier, the ownership of digital marketing should stay with people who own the customers. If this is not in place then nothing including technology advancements will make any meaningful contribution.On this foundation, one should leverage technology to fulfill multiple objectives including:
- Achieve Scale
- Derive Customer Insights
- Integrate efforts across various digital media
The agility to experiment will be the key to operationalize technology functions.
According to you, what are the top 3 mistakes committed by organizations today in leveraging Digital Marketing?
As shared earlier, I am listing some of the common mistakes committed by organizations –
- Working with Agencies as Vendor (vs Partner)
- Digital Marketing taken care of by the Technology Team
- Lack of agility to experiment including failing fast
Between, agencies and in-house, which approach would you recommend for the maximum value of Digital Marketing? Why?
Both the approaches are fine and in many cases organizations chose a hybrid approach. In-house is an ideal choice if the leadership team has the capability to manage the digital marketing strategy.
Alternatively, the organization must bring in a digital marketing champion, who can then further build in-house capabilities or work with an external agency. As I shared earlier, when working with an agency, the organization must work with their agency as their partner (vs a vendor). Moreover, even when working with an agency, the key marketing person should manage the overall digital marketing strategy.
What does the future hold? Where is the company headed?
This year we have improved our SEO and social media software & strategies, client to agency transparency, monthly and quarterly reporting. In doing so we are providing more accurate services while instilling a more fruitful and trusting relationship with our clients. The agency is looking forward to continuing growth with our current and future clients while improving our processes, industry knowledge, software and on boarding new team members.
You can learn more about Hoax technologies at www.hoax360tech.com and follow him on;
Note: This interview was conducted over the phone, and we have followed social distancing during Covid-19 lockdown. We request you to follow the same.