Sometimes it’s best to keep it in the family, so when our creative director needed a marvellous marketer to join the Mo Works team he knew just who to call.
Aiman Hamdouna grew up in a driven and creative family in Jordan, where his imagination was allowed to run free and became an unstoppable force that carried him all the way to Melbourne. Whilst studying a Bachelor of Business with a major in Human Resources and minor in Marketing, Aiman worked his way up the ranks in the hospitality industry by turning his role as a dishwasher in a small cafe into a food and beverage attendant at the Hyatt Coolum Resort. Working with event organisers, high profile guests and VIPs gave him a great sense of pride and sparked his interest in event management. Aiman went on to complete an internship as an assistant event organiser and then successfully landed a position on the management committee responsible for organising an event for Coloundra Music Festival. This experience set him on the path to becoming a marketing consultant whose upmost priority is delivering the best outcome for his clients.
Fast forward a few years and Aiman has an impressive list of skills under his belt, including experience in online community management and identifying marketing strategies and messages, which he is now putting into practice in his role as Strategic Marketing Manager at Mo Works. We probed Aiman for a few of his insights so you can get to know the man behind the marketing a little better.
Mo Works: Hi Aiman! What is the role of marketing in a company?
Aiman Hamdouna: A well-constructed and thoughtfully implemented marketing strategy gives great power to a company. It puts your business in the public eye and lets people know you exist, so when they are searching for information to fulfil a need or desire you will be in the running for the job. If you’re not there, they won’t be able to find you and you’ll most likely miss the opportunity. One of the best benefits is that money you spend on marketing and sales should initially return a profit to you, and what is better than utilising a toll that will make you a profit?
MW: How do you keep up-to-date with developments in the marketing industry?
AH: Self-teaching, training and on the job experience are key components to staying up-to-date. Therefore, in addition to completing educational modules such as obtaining my Google Adwords Certification, I always keep myself busy by reading online so I stay on top of new trends, channels and tools. I find most of the strategies we use in the industry are clearly explained online, making them freely available to any marketer, and all you have to do is search for the information.
MW: What is the best marketing practice in your opinion?
AH: In my opinion Integrated Marketing is the way to go because it enables you to recruit all available channels to grow your company. This means using a mix of digital and traditional marketing strategies to get the job done. Traditional marketing channels will work to increase brand awareness and brand loyalty, and should decrease perceived consumer risks such as post purchase regret. It works hand-in-hand with digital marketing, however, digital marketing works slightly differently by attracting ready-to-buy customers and generally converting sales faster.
MW: What is digital marketing?
AH: Digital marketing uses a combination of written content, images and videos to engage consumers through email marketing, search engine optimisation (SEO, both on-page and off-page), and search and display paid advertising. As we speak there is also the new channel of social media optimisation (SMO) emerging, which aims to increase website traffic and conversions. The goals of a digital campaign could be impressions, clicks or conversions, however, I am confident that most marketers would agree that delivering a click is no longer the final stage of the job.
MW: What are the advantages of using digital marketing?
The great thing about the digital marketing tools of this day and age is how insightful they are, delivering us basically any information we need about a target market. We are also lucky that we have a virtually limitless number of channels and the data we have access to is huge, so we can test and analyse any campaign using the accurate reporting systems available. But we have to bear in mind that finding the right content distribution matrix to reach a specific target market for a product or service requires extensive work and research. For example, the B2B digital marketing strategy for a product such as ink toner will be vastly different from a service such as office cleaning, so we need to respect these differences.
MW: How important is social media optimisation (SMO)?
AH: SMO is important because it enables you to use social media to manage your company’s reputation, engage the community and most importantly, generate direct sales. The main social media channels to be aware of are Facebook, LinkedIn, Twitter, Instagram, Tumblr, Pinterest, YouTube and Google+. These channels hold great selling power, especially the new Instagram and Pinterest ad formats that are designed to support e-commerce. This is exciting because we Marketing Managers are always looking for ways to link social media directly to sales, and we’ll have to wait and see if SMO overtakes SEM or whether they will complement each other.
MW: What are you keeping an eye out for?
AH: To be honest, it’s not a specific technology that I have taken interest in, but the new audience of Generation Z that I have been reading a lot about. We have to understand them because they are our future audience, and they are coming and coming fast! What we know so far is that they influence their parents’ purchases, prefer to shop online, use social media as a research tool and can multitask on 5 screens. Their attention spans are shorter than we are used to, and they are the ultimate consumers of social media. How well we perform in the marketing space in the future will greatly depend on how we can cater to this new breed of consumers.
MW: What advice would you give to a business who is looking to outsource their marketing?
AH: If they are thinking about outsourcing their marketing then I’d say that they’re on the right track. It doesn’t make sense to hire an in-house team when you can use a specialised team that are experienced in the area, and may complete the job more efficiently and effectively. One word of advice I do have is to choose your team wisely. Make sure you ask the right questions before hiring an external team, such as whether their company culture matches with yours, and whether they have all the specialists you need which may include designers, copywriters, marketing strategists, data analysts and technicians.
MW: What do you love about working at Mo Works?
AH: Mo Works Creative Agency has an awesome business model and culture because what matters above all else is our passion. Being part of such a driven team is so fulfilling and exciting, and the best part is that this is only the start of the journey and I look forward to the challenges to come.
Thanks for chatting to us Aiman, now get back to work! Hehe.
There’s a lot more wisdom where that came from, so head to our Marketing page for more information about how we can draw up an effective marketing strategy that’s tailored specifically to your business.