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Interview With Reema Prasanna, Ex-Googler And SEM Expert
Reema is a qualified journalist bsed in Mumbai and used to write for Times of India and later for DNA before she got into Digital Marketing. For the last six years though, she has been working on Search Engine Marketing and Auction Based Display Advertising, on the AdWords platform. She is also a content and Twitter content strategist for F&B and FMCG companies, SEM consultant for startups, a food consultant and a food blogger. Apart from all that, she also conducts search engine marketing workshops on behalf of Google and Digital Vidya.
Digital Vidya: How did you get into Digital Marketing?
Reema: I got into Digital Marketing when I joined Google in Hyderabad in 2007. I was there for a little over three years. In Google, I worked in the quality control and policy teams & eventually, in DCS servicing some of Google’s top clients in the US and Canada, focused on the B2B, Industrial Markets, F&B and Healthcare verticals. I later worked in Reprise Media as a Senior SEM manager and at BriefKase Digital as a Search Director for a year.
Digital Vidya: Why do you think it’s important for entrepreneurs, marketing professionals and students to learn Digital Marketing today?
Reema: It is not an option anymore. Increasingly, marketing budgets are moving online. People are spending inordinately large amount of time consuming content on their desktops, mobiles and tablets. The first moment of truth has given way to the zero moment of truth which is now experienced primarily online. Marketers are moving to where their target audience is, so should you.
Digital Vidya: According to you, what are the top mistakes committed by organizations today in leveraging Digital Marketing?
Reema: The biggest mistake they commit is that they expect Digital Marketing agencies and experts to fix every problem that are essentially part of their own business model. If you do not have a good, user-friendly website, you can hardly expect it to rank well or for your potential customers to actively engage or transact on your website. Digital Marketing can get qualified traffic to your website but making them convert is an onus that the organization shares. Essentially, digital marketers must be treated as marketing partners who help you complete your sales cycle and not as people solely responsible for fixing all your existing problems.
Digital Vidya: You led ‘Search Engine Marketing for Quality Lead Generation’ Webinar for Digital Vidya’s community. How was your experience in leading the Webinar?
Reema: Very interesting, actually. As a digital marketing expert, I work everyday with multiple clients across multiple verticals. But my audience for the webinar was a very qualified one and was looking for a very specific goal – generating quality leads. I realized through this session that most often, our answers lie in the basics. Digital Marketing is very trackable and gives us very granular level analysis and data so it is easy to get caught up in the details and the plethora of details. But ultimately, the answer lies in simplicity: delivering value. It is easy to forget this as a marketer but the session reminded my audience and me that most often, the answers are simple.
Digital Vidya: Please share top 5-7 takeaways from the Webinar you would like to share with our community.
Reema: If you are attending a webinar, do make sure you sign up for a session that adds maximum value to your requirements. If you are unsure about the exact nature of the webinar, send out an email to Digital Vidya and they will clarify your doubts. Secondly, give Digital Vidya a detailed update on what your expectations from the seminar are. That way, we can tailor the course to suit the audience or slot you into an audience whose expectation matches yours. Keep your questions relevant to the group. If your question will help the entire group develop their understanding of the subject, go ahead and ask. If your question is very specific and is connected to a particular situation you are facing, you can send in your question later via email and we will answer it as soon as can. Finally, there are no stupid questions so make sure you do get your doubts cleared.
Digital Vidya: Do you have any suggestions for us to further increase the value of our Digital Marketing Webinars for our community?
Reema: It would help the audience and the trainers if we have a complete background of the audience. That way, we can add maximum value in the allotted time and tailor our trainings, accordingly. On the same lines, it would help if the audience is well acquainted with who their trainer is so they have a context.
Digital Vidya: Would you like to share few words about the work we are doing at Digital Vidya?
Reema: What Digital Vidya is doing right now is extremely relevant. Digital Marketing is growing at a rapid pace and no educational institution brings you up to speed and prepares you for the real world the way Digital Vidya does. This happens primarily because the trainers at Digital Vidya are highly qualified and bring tons of experience to the table. Moreover, since the audience is also varied, it helps us as trainers to make sure we are able to deliver value to them, whether they are beginners or are a qualified audience. Besides, Richard Bach said that we teach best what we need to learn the most. As trainers, we are lucky to be able to interact with our audience – it’s one of the best ways to broaden our horizons.