The State of Digital Marketing: Q&A

The marketing landscape as we’ve known it is constantly changing, and Sartaj Sarkaria is a leading force helping professionals navigate this change. Sarkaria brings over 10 years of knowledge and experience to the marketing industry as the acting Chief Operating Officer, Chief Diversity Officer and Chief of Staff at the Canadian Marketing Association (CMA).

Her focus on leadership, professional development and corporate business planning give her a unique lens on the state of the marketing industry and, more specifically, digital marketing.

MARKETING NEWS CANADA: What drew you to the marketing industry? How have you seen the industry evolve throughout your career?

SARTAJ SARKARIA: To be honest, like many marketers I landed here by luck. I watched the profession from afar for years, and throughout my time with the CMA I have seen so much growth and change. If we just take the last three years as an example – a pandemic affected all facets of our personal and professional lives. The marketing industry similarly underwent a drastic transformation. Marketers had to completely shift where they interact with consumers and how they communicate with customers. Traditional marketing campaigns had to be entirely reimagined in the blink of an eye.

I have also seen an increase in the desire for marketers to lean into professional development, as well as the desire to carve out their seats at leadership tables. There is so much talent in the Canadian marketing industry and young marketers are more eager than ever to have agencies and brands follow their creative vision.

MNC: What are some of the current trends you see in digital marketing?

SS: The biggest trends I have noticed are the move towards video marketing and growing consumer demand for relevant ads. In fact, according to our recent report titled Canada’s Privacy Law Priorities Better Protections for Canadians + Innovation for Economic Growth, Canadians’ acceptance of receiving targeted information and advertising online has doubled in the past 12 months alone. In a recent survey by the Office of the Privacy Commissioner of Canada, more than three-quarters (77 per cent) of businesses collect customer information simply to provide the services consumers are requesting.

MNC: What are the biggest challenges with digital marketing?

SS: Marketers are tasked with being incredibly agile and cutting-edge. This means learning even more about your customers, generating qualified leads, creating engaging content and, of course, complying with consumer protection and privacy laws and guidance.

The pace of culture and technology moves at a perpetually increasing rate. It never slows down or goes backwards. It is the job of marketers to not only have their finger on the pulse but to anticipate what is around the corner. This is one of the biggest challenges.

MNC: How should digital marketers alter their approach, depending on the medium?

SS: The possibilities for unique approaches to photo, video or copy as well as content for different social platforms are truly endless. Regardless of what a campaign entails, marketers should always keep who their audience is at the forefront of their mind. A deep and genuine understanding of the audience will then inform the approach. Even if the social media landscape looks entirely different than it does right now, the basis to the approach always stays the same.

MNC: What does a successful transition to the digital world look like?

SS: For many organizations, digital transition has already happened, and they are more likely to be evolving their digital marketing strategies. The first step is to understand what the consumer is looking for, how you differentiate from others and what type of content you will produce and plan. With the data you have collected, you can start to build a relationship with your target audience and define your target audience.

Companies should use data every step of the way when transitioning to the digital world, making sure they use it responsibly. It should inform their long-term plans as well as form the basis for upcoming campaigns. A blind transition without consulting the data is a sure-fire way to fall behind the competition.

MNC: What advice do you have for up-and-coming professionals in the marketing industry?

SS: Lean into learning. The marketing profession is continually evolving, and learning is the best way to keep up with it. The industry moves so fast that the cutting-edge ideas of yesterday may be old news tomorrow. CMA has great events and training sessions that can keep your skills relevant. For example, the first of our three-part DEI training series, Introspection on Inclusion and Belonging, is happening on November 8 and is an excellent and essential learning resource for Canadian marketers.

Don’t be afraid of thinking outside the box. The best discoveries are found in untested territory. Those big and impactful campaigns that you remember for years were not created by playing it safe. Give voice to those little thoughts in the back of your mind that you brush off as being silly or too wild.

Written by Mackayla Essery