Interview with Bianca Meger, Chief Marketing Officer at Tarya
Tarya is the largest alternative investment platform in Israel. The company is leading a revolution in the financial world for the benefit of the public, in both alternative investments and credit solutions to individuals and small businesses. Bianca heads the marketing department at Tarya Fintech. Let’s dive into the amazing marketing journey she has had so far:
Your Journey as a Marketing Professional
I grew up on a lovely wildlife farm in Namibia, Africa. My parents, who are active in the tourism industry was my first exposure to the world of marketing. Growing up, I was fortunate enough to see my mom market our country and our lodge as a tourist destination to the global market. I was lucky to understand, from a young age, that no matter how special a location or a product, if people don’t know about it, they won’t come and use it.
At the start of my career, I wanted to be more hands-on with the wildlife itself, but the marketing world just kept drawing me to it. Looking back, I can honestly say, for me, marketing is not just something you can learn, it’s an instinct and following that instinct is what separates the mundane, copycat marketing professionals from the real growth hackers / true marketing specialists.
Over the years I have been very fortunate to disrupt various market sectors, on various continents. Starting in the Aviation industry in Africa, Shopping Mall Development in Europe and now Fintech in Israel. I was one of the first shopping center marketers in Europe to use Facebook as an engagement tool to connect with our target market before opening the mall. I was busy vacating with my family in Greece, watching American Idol while scrolling through my Facebook feed. Suddenly it hit me, why allocated money to famous models when we have the platform to change some of the local people’s lives. I could use Facebook as a marketing platform to do a casting competition in the city we were building the mall. Using the local people to become the faces of our shopping mall. It was crazy we got 15,000 likes in 2 days, winning 5 marketing awards for this campaign. It was the start of many new marketing hacks for the future.
The core methodologies of marketing can be applied to any vector if you always remember who your customers are and what problem you’re solving.
What I have learned the core methodologies of marketing can be applied to any vector if you always remember who your customers are and what problem you’re solving. The channels for engagement will continue to change whether it’s the tv ads we relied on 20 years ago or the social media of today – what will always stay consistent is human behaviour – relate and respect it and you’re on the right track.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on these channels?
I think selecting a channel is such an important tool, but no two target audiences are the same and it goes back to knowing who your target audience is. Always start with the most important question – WHO IS MY TARGET AUDIENCE then ask yourself what channels they use and how do they use it. At Tarya we have about 12 different target audiences, for each one I use a different channel and a different message but that is not enough… Today we live in a world where the pace of change is getting faster and faster. There is no way we can keep up with all the latest technologies or platforms entering the market each day. No matter which platform you use the most important advice I can give you is that the platform does not matter as much as what you do with the information on it. Today no marketing specialist can succeed without being data driven and data focused. Take the time to test and analyze all your channels enabling you to correct the things which are not working or not optimizing.
We are fortunate enough to have immense access to data which, when analyzed properly can show you exactly how people interact with your product, what they say about your product and with the right sales funnels you can even see how and where they lost interest in your product. Take the time to invest in a proper data strategy, select the most essential KPI’s which has the largest impact on your business and focus on them. Don’t let too much data confuse or overburden you. Stay lean and agile and if you see something does not work, try something new – eventually, you will find the right formula and the right KPI’s which works best for your company.
With scores of marketing software available today, how according to you should a small/ medium business go about selecting the right software for their needs?
If you’re in a small company, don’t over-invest, there are plenty of amazing online tools, many of which are free. With the advancement of technology, you have the luxury to try before you buy – USE IT.
Here are a few online platforms I use on a regular basis to make my life easier:
HEAP: it’s an online analytics platform which enables you to get clear insights on all of your online generated data whether it’s your website, sales pages or even your product. It’s extremely comprehensive so you need to select the KPI’s which is most relevant to your business. It has a free tier so you can test it before buying and it’s super scalable so as your business grows you can keep analyzing the data within the same platform
Canva: an online design platform which enables you to design amazing social network posts, banners and even invitations for large events. We work with a creative studio which does all our graphics but sometimes you need a quick design and canva is the best platform to go.
Shutterstock: Ok so this might not be so sexy, but I have come to rely on Shutterstock not only for its pictures but also its 3d animations – it really spices up your presentations!
Camtasia: Video editing software: Tutorials and how-to videos is a must for tech companies, Camtasia enables anyone (including myself) to put together a super professional looking video in a matter of minutes.
What are some of the important marketing software that you have used?
Selecting software is highly dependent on your industry and company size. During my time as General Manager for a telecommunications company in Angola, we invested in an ERP system called Priority which kept track of all our companies’ movements, stock, income, expenses and customer data. Having a dedicated system is a lifesaver as it gives you real-time insights into your business, with few human errors, the downside, however, is that it is very expensive and time-consuming to set it up.
Till then I recommend you and your team intimately learn how to use:
Monday.com – a great management tool for multinational marketing teams.
Excel – again not sexy but for small companies getting organized is key to growth so develop a generic template which is built in such a way to reduce human error as much as possible
Google Drive – great for sharing and storing of everything – budgets, roadmaps and finalized marketing material
Your 2 line advice to people entering into marketing domain.
Know who your customers are, think like your customers and then you start creating campaigns to meet their needs. If those campaigns don’t work you try and try and try again – no such thing as failure only learning experiences.
Some of the learning resources/ books that you would like to recommend to our audience.
I am a great supporter of neuromarketing – I highly recommend you read one of these books and see if it speaks to you as well: Paco Underhill – Why we Buy and Martin Lindstrom – Buyology