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An Interview With Manveer Malhi, Chief Digital Officer, Triature

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ManveerManveer Malhi is a digital marketing professional with 8+ years of experience in Digital Media. In 2010, he co-founded a specialized Social Media Agency Missing Link under which he conceptualized and devised online media strategies and solutions for brands like Zapak, BigFlix, MTV, Reliance Mobile, Imagine TV, Mountain Dew India, UB Group, Iproperty.com, PIX Television, Fun Cinemas, Costa Cruises India, Everest Entertainment and many more.

In the course of his career, Manveer has trained brand heads, business owners, consultant and students as faculty at various institutions. He has been awarded as ‘Most Talented Social Media Professionals of India’ by CMO Asia in 2015 and ‘Digital Marketing Professional of the Year’ by Global Youth Marketing Forum in 2016.

Manveer has efficiently helped brands adopt the new media to derive strong and trackable business results. With seismic shift towards digital, it has become an integrated part of the overall brand strategy. Currently at Triature, he leads the digital vertical that breeds and manages the digital project portfolio of clients from different sectors.

How did you get into Digital Marketing? What interested you in learning Digital Marketing?

Manveer: Digital as a channel is dynamic and lets marketers experiment with experiences through consumer  journey. What really interested me is the MARKET SIZE. India’s total media spend amounts to 1.1% of the global total, in spite of being the second most populous country. We are growing rapidly every year and this excites me a lot.

According to you, what are the advantages of conventional marketing over Digital Marketing? Do you think that Digital Marketing is a threat to the future of conventional marketing?

Manveer:  As of now the masses are still accessible via the conventional medium. But this is soon going to get balanced out. Although Digital is a cost-effective method of marketing it isn’t a threat to conventional marketing; both will co-exist and enjoy their share of market.

Share about your 3 favorite Integrated Marketing case studies. What did you like most about them?

Manveer: 

  • #KitchenBattles – Integrated digital marketing campaign by ADF Foods, using food influencers to increase awareness and sales resulting in 300% increase in online sales
  • #BigAppShoppingDays – By Flipkart, their app was most downloaded app in India in December 2015
  • MTS Election Tracker – One stop destination for Social Media Buzz around Lok Sabha Election in 2014 By Social Samosa, 25 lacs worth media mentions, reaching out to over 11 Million people.
According to you, what are the top 3 mistakes committed by organizations today in leveraging Digital Marketing?

Manveer: 

  • Measuring the ROI too early
  • Less Allocation of budgets towards digital
  • Content Strategy – Most brands fail here
Between Agency and In-house, which approach would you recommend for maximum value of Digital Marketing? Why?

Manveer: I would recommend agency. Folks working in an agency work on wide portfolio of clients deal with multiple decision makers and are updated with latest trends.

Which are your 3 favorite Digital Marketing Tools?

Manveer: Buffer, Simply Measured and Hootsuite

What are the top 3-5 skills you look for when hiring a candidate for Digital Marketing profile?

Manveer: Attitude to learn, adaptability and communication

How do you stay updated on the latest trends in Digital Marketing? Which are the Digital Marketing resources (i.e. blogs/websites/apps) you visit regularly?

Manveer:  Buffer, Hubspot, LinkedIn Pulse to name a few.

Share the names of 3 people you respect when it comes to Digital Marketing.

Manveer: 

  • Ankita Gaba – Ex Social Samosa
  • Olivier Blanchard – Brand Builder
  • Jesse Thomas – Jess3
How do you see Digital Media evolving in future? What are the top 3 trends do you foresee for 2016?

Manveer: The medium is constantly evolving, things we use to do on Facebook in 2012 are irrelevant now. Audience is evolving, platforms are evolving and so is content consumption behaviour.

  • Videos will dominate through ads
  • Brands will invest more in native content
  • Digital campaigns will be optimized for mobile
Would you like to share few words about the work we are doing at Digital Vidya?

Manveer: 

There is a huge gap in recruiting talented individuals with digital knowledge in Indian Social media industry. Digital Vidya with its training courses have helped bridged the gap, helping individuals to learn basics of digital media marketing.

Are you inspired by the opportunity of Digital Marketing? Start your journey by attending our upcoming orientation session on Digital Marketing for Career & Business Growth. It’s online and Free :).

[Sr. Associate - Content Marketing] A content passionate, Jasleen handles the content writing and marketing activities. Additionally, she leads Digital Marketing Internship Programme. Her deep passion and enthusiasm for writing guided her towards being the Associate Editor in English for her college magazine. Only deep passion and zeal can guide a person towards a professional writing career. Apparently, Jasleen is one of those persons. She is in the content writing and marketing fraternity for 5 years now. A top-notch individual, she is proficient in writing content for multiple requirements including blogs, articles, books, brochures and social media. She embraces practical knowledge of WordPress CMS. Besides this, she is also highly engaging in Social Media Marketing activities.
  • Digital-Marketing


  • There is 1 comment


    • 1 year ago

      Jasleen Kaur   /   Reply

      Thanks Manveer for your contribution to our community through this interview. Really happy to know your feedback about the work we are doing in spreading digital (marketing) vidya :).

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