Andriy Dzhmil: Effective marketing is not about advertising, but about realization of the company's business goal.

- Andrew, tell us, how did the idea of ​​creating a marketing company come to mind, what preceded it?

For 4-5 years I developed various projects, somewhere I was a brand manager, I launched some projects myself and was a consumer of marketing services in other agencies.

Since the second year of university I was engaged in practice in marketing, I knew what task to set and how to understand the effectiveness of each action. But I wanted to find a team that could effectively coordinate the entire marketing process and be fully responsible for the result.

I did not find an agency to which I could entrust the whole budget, because someone is doing one thing well, someone is doing another.

In addition, most companies sold us a tool or a specific service (setting up advertising on Google, attracting customers from social networks). At the same time, there was no important, key component - marketing. Contractors did not immerse themselves in defining messages for the target audience based on customer pain, did not think about our business goal, our customer focus, the value of the product to the consumer, increasing the frequency of purchases, etc. I have not met such a comprehensive and reasoned approach in any company.

I wanted to solve this problem. So I created my own team.

- You acted on the principle: "If you want to do good - do it yourself." When you realized that it is not possible to find a service in a complex, you decided to create a company that will help others find solutions and eliminate the pain that you had.

There are many entrepreneurs around me, and many had the same problem - there was no promotion partner whom you could trust the complex and the entire marketing budget for 100%.

- Andriy, do you think that all companies must have a marketing department? And if you need a department, how many specialists will work in it?

The vast majority of companies need a marketing department. Marketing is not advertising. This is the foundation for the company's development strategy. It starts with how the potential customer perceives the company and what it associates with. How and where to learn about the company. Next, it tracks his behavior (whether the potential customer has become real, how often he uses the product / service), what is the average check, what kind of feedback comes from him. Marketing is also about how you need to refine the product to make it even more competitive, which markets and new audience segments to focus on.

The marketing department finds answers to these questions, then implements solutions and works daily to increase their effectiveness.

We have faced such a "pain" of entrepreneurs when the company (often small and medium-sized businesses) does not have the organizational or financial capacity to maintain a full-fledged marketing department. And it turns out that even if there is a marketer in the state, he is "multi-handed and multi-legged" who must be able to do everything (manage social networks, develop strategy and invent creative, customize advertising, communicate with customers and refine the product concept). But we understand that doing "everything" is, in fact, doing nothing cool.

- That is, one person is not enough for competent marketing.

One person cannot cover everything, especially due to the different thinking of each of us. Some can think big and strategically, some can be great at creative.

The next point: when a marketer communicates with contractors, communicates with a printing house, designers - he spends his time on the operating system, instead of directing it to solve intellectual problems and make more money for the business.

Again, if one person in the company is engaged in marketing, it often has no incentive to develop, because there is no internal competition. She is stumbling on the spot, and business is suffering.

- And you decided to offer a solution that would suit the entrepreneur in every sense.

We created a service that no one else had. We are forming an outsourced marketing department.

Conventionally speaking, we assign several people to your company. First, it is a marketing director who makes the key decisions, he is responsible for the whole result and for every dollar invested in marketing.

The second person is a "personal marketing manager" of the company. He takes over all organizational work (communication with performers, setting tasks, organizing meetings, building systematic work on marketing, weekly control).

The third person is analyzing the results. The rest of the tasks are connected by specialized specialists - designers, operators, digital - marketers, but to the extent necessary for the project.

The effectiveness of the marketing department in outsourcing is connected with four factors:

1) Proper distribution of tasks to specialized specialists;

2) The only center of responsibility for the outcome of the project;

3) Regular introduction of a dashboard - a document in which the main indicators of project effectiveness are visible in the gradual dynamics;

4) Weekly boards are meetings of specialists to determine specific tasks in order to improve each indicator for the next week.

- You said that it is necessary to conduct a weekly, monthly analysis of activities. What indicators reflect the effectiveness of the company in promotion, advertising?

The metrics we track are based on the company's business goals. We can talk, for example, about increasing the visibility of the company by a certain audience; increase the loyalty of those people who already use services or buy goods; on attracting new customers; increasing market share, etc.

That is the procedure:

1) Define the business goal we are working on;

2) Define the tools that will achieve the goal;

3) Calculate the required marketing budget;

4) Define specific indicators that will be monitored at different stages.

The fact is that the goal may remain the same, but in different periods of time the indicators will be adjusted and changed to achieve maximum effect.

- What can be the stages of an advertising campaign if we launch something?

Here it is important to understand that an advertising campaign is not a strategy. The advertising campaign is aimed at performing a specific task in a certain period. This is a certain, often creative way to convey the message (meaning) to the audience. Usually, the advertising campaign lasts from 1.5 months to six months, but on average it is 3 months.

If we talk about marketing strategy, it takes into account all business goals and it is formed, usually for a year or several years.

When developing a strategy, we analyze competitors, determine the positioning of the company, describe the features of the product that we will promote. Next, we analyze the portrait of target audiences (motive for purchase and the situation in which a person buys), form a "customer path" (this is the route of a potential buyer, which begins with identifying the problem and ending with its solution through purchasing a brand product). Based on this data, we decide where to place ads.

Then the advertising campaign itself is formed, it is very important to provide the right message.

Only then do we prescribe KPIs (metrics to measure the effectiveness of our actions) and develop a media plan every week.

- In summary, what is the most important?

Name 3 key theses:

1) Each step in marketing should be considered in terms of how it fulfills the current goal of the business;

2) Any standard way of conveying information - outdoor advertising, targeting, search advertising, etc. - is just a way of conveying information. It is important what information, to whom and in what sequence to report;

3) Project results should be fixed on a regular basis (daily, weekly). It is important to evaluate these indicators and make decisions on the basis of analysis on how to improve them.

If you follow these theses, then marketing pays off and gives excellent results for business.