MARIYA TOSHKOVA, PHD, IN THE WORLD OF DIGITAL MARKETING


Shape Digital Marketing knows where, when and how to make a brand a success

Mariya Toshkova shape digital marketing.jpg

The proper modern digital marketing is a key part of the success of any company today – and this means professionals that are always in line with the latest novelties in the field. Mariya Toshkova, who has a PhD in marketing and is the founder and strategist of the specialised agency Shape Digital Marketing, knows this perfectly well – and has gathered a team capable of helping each brand to prosper in the competitive, rapidly changing business environment.

What is the most exciting part of being the founder and manager of Shape Digital Marketing?

The most exciting part is that my curious nature feels constantly provoked. For example I've always wanted to convey to the Shape Digital brand human qualities, such as honesty, loyalty, authenticity, wisdom, and empathy, and to have them professed both among the team and to clients. It is a true challenge. It's also exciting and challenging to work with so many different brands and industries, and all the people behind them. It's exciting to be creative and see results. There are extremely competitive sectors, such as e-commerce, hospitality, health and beauty, services, and others, where if you want your brand to stand out you have to be extremely creative and that makes everyday life in the agency exciting.

Which of the company's projects is your personal favorite and why?

I wouldn't say I have a favorite one, each is unique, but we have many interesting cases. Some are funny and others – difficult to solve. My favorite thing is to see how we achieve results and that we are the reason for the client's smile and peace of mind. For example, for a brand in the hospitality sector – with a monthly budget of 500 euros on Google Ads, we achieved proven reservations on the hotel website amounting to 135,000 euros for the month. This is my favorite.

What we should know about the digital marketing of today?

Digital marketing today is all about data. Tracking technologies are behind every successful advertising campaign online, collecting information about audiences, using a variety of tools (cookies, beacons, browsing history, previous orders, location data, personal data that we agree to share with brands, etc). The amount of information collected about us as consumers is amazingly enormous!

Artificial intelligence (AI) and machine learning (ML) are leading trends. Voice search is becoming popular, consumers are using assistants like Siri and Alexa, that's why brands must optimize their websites for voice search. Multi-channel marketing is quite a relevant trend – relying on just one channel for communication today is not serious. As leading trends I can also point to personalized content, video marketing, and of course data-driven marketing.

There is one thing for sure and that is change, companies that are not adaptable would be out of the game.

shapedigital.marketing

Д-р Мария Тошкова в света на дигиталния маркетинг

Shape Digital Marketing знае къде, кога и как да направи един бранд успешен

Правилният, съвременен дигитален маркетинг е ключова част от успеха на една компания днес – а това означава професионалисти, които винаги държат пръст на пулса на последните новости в областта. Мария Тошкова, доктор по маркетинг и основател и стратег на специализираната агенция Shape Digital Marketing, знае това отлично – и е събрала екип, който може да помогне на всеки бранд да просперира в конкурентната, бързо променяща се бизнес среда.

Коя е най-вълнуващата част от това да си основател и мениджър на Shape Digital Marketing?

Най-вълнуващата част е, че любопитната ми натура се чувства постоянно провокирана. Например, винаги съм искала да предам на бранда Shape Digital човешки качества като честност, лоялност, автентичност, мъдрост, емпатия и те да се изповядват както между екипа, така и към клиентите, и това си е предизвикателство. От друга страна, вълнуващо е и е предизвикателство да работиш с толкова много и различни клиенти – не само брандове и индустрии, но и хората зад тях. Вълнуващо е да твориш и да виждаш резултати. Има изключително конкурентни сектори като онлайн търговия, туризъм, здраве и красота, услуги и други, където за да се отличиш трябва да си изключително креативен и това прави ежедневието в агенцията интересно.

Кой от проектите на компанията Ви е любим и защо?

Не бих казала, че имам любим, но пък имаме много интересни казуси – забавни или трудни за решаване. Любимо ми е да виждам как постигаме резултати и сме причина за усмивката и спокойствието на клиента. Например, при наш клиент от сферата на туризма с 1000 лв месечен бюджет за Google Ads постигнахме доказани резервации в сайта на хотела за 260 000 лв за месеца. Ето това ми е любимо.

Какво трябва да знаем за дигиталния маркетинг днес?

Дигиталният маркетинг на днешния ден работи с данни. За да са успешни рекламните кампании, проследяващи технологии събират информация за аудиториите посредством множество инструменти (cookies, beacons, история на търсенията и на предишни поръчки, данни за локация, доброволно споделени лични данни с бранда и т.н.). Количеството информация, които се събира за нас като потребители, е с удивителни обеми!

Като водещи тенденции категорично посочвам изкуствения интелект (AI) и машинното обучение (ML). Гласовото търсене става все по-популярно, потребители масово използват асистенти като Siri и Alexa. Затова брандовете трябва да оптимизират сайтовете си за гласово търсене. Мулти-каналният маркетинг е доста актуален – не е сериозно да се разчита само на един канал за комуникация днес. Тук мога да посоча и персонализирано съдържание, видео маркетинг и маркетинг, базиран на данни.

Има едно сигурно нещо и то е промяната – ако не си адаптивен, отпадаш от играта.

shapedigital.marketing

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