Silvia Mitova, manager, on communications and digital marketing as the formula for successful business today
knowbox is an agency for integrated corporate and marketing communications with a strong focus on PR and digital marketing. Its team thinks strategically and pursues and achieves the customers' goals with quality corporate, marketing and digital communications, always presisting to be consistent in their actions. Silvia Mitova, manager, shares more.
What do you benefit personally and professionally as a marketing manager, communicator and co-founder of knowbox?
The world of communications is very rich. Working on a daily basis with cases that require communication expertise brings meaning to my professional life. I am charged with energy when I realise new projects, create new products and brands, and develop strategies to reach and communicate with target audiences.
Working with people is an exquisite and delicate matter, but for me it is more – it is also a pleasure and achievement of results. I strive to find one's strong sides and to encourage their work when they like what they do and want to do it. The harmony in human relations is crucial. I seek different approaches to stay sure that knowbox's team is united, motivated and creative and partners are satisfied.
2012 was the year when I fulfilled my dream to become the co-founder of knowbox, an agency for integrated marketing and corporate communications together with my good friends, Militsa Kraynova and Petya Dimitrova. We positioned knowbox as a boutique agency of experts working with companies that trust us, that know our experience and strive to be equal partners who make even the boldest of ideas come true.
How is the world of communications and digital marketing evolving?
Curiously, when we develop a project or a campaign, and consider the approaches, channels, content and visions we coordinate each element with the time we are living in, the technologies and the mindset of the people who we target. Everything is changing all the time. The algorithm of creating an information stream, leading consumers through their customer experience – the creation of awareness, the persuasion, and the motivation to perform a concrete act are so different. I myself do both PR and digital campaigns and constantly follow the latest trends.
What is important for a company to succeed in a world of challenges and changes in communication?
Our practice and experience with international companies have shown that corporate communications are extremely valuable in times of a pandemic. Building and maintaining a reputation is a constant process and works well when it happens consistently and according to the latest trends in the field. It is important to work for the employer's brand, to maintain the productive dialogue with the employees and to communicate adequately with the outside target audiences.
What is the role of content?
Content creation is my other passion and is an indelible part of the daily life of everyone at knowbox. We are also the creators of the platform "How do you say it in Bulgarian," in which we aim, by applying a gaming approach, to provoke people to speak Bulgarian in a right way and to reduce the use of foreign words when they talk.
I am proud that each of my colleagues can write, create, and paint with words, to visualise creative ideas and to use digital platforms to create a finished product packed with valuable content. Some of us are designers, journalists, and PRs, while others specialise in animation, video production, web-design, digital products and others. This diversity of opportunities and different competences makes us combinative and proactive in finding different solutions for our clients' business.
My focus is to walk in the clients' shoes, to understand their business model, to detail the relationships that are important for the project, to define the client persona, to navigate the process of concept building together with the team, to work with my colleagues. My task is to make the clients satisfied and eager to recognise us as a partner who is capable of improving their business's effectiveness.
How do you create a creative concept?
Generating creative ideas is a skill of higher level. Design thinking is a discipline that can be learned, should be practiced on a regular basis and requires at least a bit of talent and flair for unique things. This is an asset that we have and constantly develop in knowbox. It is important to admit to yourself that you are ready to develop ideas, to risk being brave and to share your thoughts, to aim towards innovating, to follow the trends and to be as alert as possible and attentive when realising your ideas. I often challenge myself to make a concept from a blank list. When I do this purposefully, then ideas, symbols, connections, images and messages get born. I draw my inspiration from artists, culturally rich and active people. I observe the work of designers, architects, sculptors who stand out with their clean style. I respect business people who have clear thoughts and goals. I constantly provoke the business to create socially responsible campaigns for which we can help also at a conceptual level, both with working ideas and as a realisation. This is how good ideas get born, and how people can do good.
For me it is important to educate people who want to use content marketing effectively, to have successful digital campaigns and to win from promoting content and products on media, Facebook, Instagram and Google. This is why I am also a lecturer in the Digital Marketing Master Class of IAB Bulgaria, the largest association for digital industry development in Bulgaria.
Who are the clients of knowbox?
Constant work makes us good. We believe that we are mutually beneficial to our clients such as Cartoon Network, Disney, Nova Broadcasting Group, Oracle Bulgaria, Lenovo, TotalEnergies Bulgaria, ePay, EasyPay, Societe Generale, Porsche Bulgaria, Hyundai Racing Trophy Bulgaria and others.
Sofia, 47 General Parensov St
phone: +359 889 176 560