Telum Talks To: Olga Dulinskaya from KIT Global

Telum Talks To: Olga Dulinskaya from KIT Global

Chief Marketing Officer at Kit Global, Olga Dulinskaya, is a marketing and communications leader with more than 15 years of experience in the field. She shared with Telum the reason behind KIT Global’s expansion to Indonesia, the importance of data-driven strategies, and why diversity and inclusion are important within an organisation.

KIT Global launched in Indonesia end of last year. Could you share with us why Indonesia, and why now?
In the broader APAC region, Indonesia stands out as a key player, marked by significant economic growth and a burgeoning demand for comprehensive marketing solutions. This demand, particularly pronounced in the digital landscape, underscores Indonesia's appeal as a market ripe for exploration. With over 40 per cent of the ASEAN market share and a remarkable 414 per cent surge in digital economic growth, Indonesia presents an enticing opportunity for businesses looking to expand their reach.

Moreover, the accelerated shift from offline to online activities, spurred by the pandemic, further accentuates the need for agile and innovative marketing strategies. In this context, KIT Global's decision to enter the Indonesian market aligns perfectly with the prevailing trends and demands of the region.

More and more PR agencies are developing integrated models, with a greater focus on content and digital marketing. Are there elements of performance marketing and hyper-personalisation that PR practitioners can learn from / apply to their work?
PR agencies should certainly consider implementing a 360-degree approach. As an essential element of the marketing mix, public relations plays a crucial role in this strategy. Its integration into the overall approach, alongside content marketing efforts, can significantly enhance outcomes. By aligning PR initiatives with broader strategic goals, PR agencies can maximise their effectiveness and offer comprehensive solutions to clients, ensuring seamless brand promotion and engagement across multiple channels.

I also believe that all successful PR campaigns are built upon a foundation of deep audience understanding and data-driven insights. What's certain is the vital importance for both PR and marketing to embrace data-driven strategies. This includes leveraging advanced technologies such as AI.

AI isn't just valuable in marketing; it's also highly beneficial in PR. Numerous tools are available to gather and analyse data, enabling us to understand our audience and even the readership of specific newspapers. It's crucial to integrate data-driven approaches into both PR and marketing efforts.

Reflecting on my background in PR and media relations, I've witnessed the evolution of digital marketing and its integration with PR practices. It's become evident that PR and marketing are interdependent - each leveraging the other's strengths to maximise impact. Whether for established brands or startups, building brand awareness is paramount. While established brands may focus on reputation and image, startups prioritise initial brand recognition. In both cases, investing in PR and marketing campaigns is essential for laying a strong foundation for success.

Diversity and inclusion are increasingly important topics within the communications sector in terms of effective storytelling and reaching audiences - how does emerging digital marketing technology help with this?
Within the communication and marketing landscape, effective storytelling is essential, regardless of the platform or audience.

Leveraging targeting tools provided by tech giants like Meta, Google, TikTok, and others, alongside data from clients and third-party providers, enriches our understanding of customer segments, enabling tailored campaigns. However, some platforms may lack explicit targeting options for certain communities, necessitating reliance on data from external providers to create specialised segments.

To illustrate why tech giants have not fully embraced inclusive targeting, two aspects come to mind. Firstly, regulatory concerns may delay the implementation of specific features due to potential complications with various countries' regulations. Secondly, there's the issue of data collection, where platforms may be cautious about utilising certain user data for targeting efforts due to privacy or regulatory compliance considerations.

In a discussion with our Google partner, they emphasised that the crux of this issue lies within privacy and self-identification. It goes beyond behavioural patterns, delving into the emotional realm where only the individual can authentically declare their orientation. Consequently, the potential for erroneous categorisation looms large. As a global company, compliance with local privacy and data regulations is paramount, requiring careful navigation of regulatory frameworks in PR and marketing endeavours across different regions.

Diversity and inclusion are also important to you from a team perspective - what is your approach?
In my view, it's crucial to embrace diverse perspectives from various angles. This diversity of viewpoints is what truly drives innovation and progress. When individuals with differing experiences are given the opportunity to express themselves and share their unique perspectives on a common issue, that's where the magic happens. It's in these moments of collaboration and openness that groundbreaking ideas emerge.

I find it hard to conceive of any company thriving in the 21st century without being guided by the principles of inclusivity and diversity.

In essence, embracing inclusivity and diversity isn't just a choice; it's a necessity for success in today's world. I hope to see more and more organisations continue to foster an environment where every voice is heard and valued, paving the way for a brighter, more inclusive future.

You have worked in a number of global organisations, including Nielsen and the United Nations. What are the ingredients for building a successful global communications and marketing function?
While many leaders emphasise the significance of people in driving organisational success - and I wholeheartedly agree - I've found that several key aspects contribute to building effective teams.

Firstly, when assembling a team, I prioritise individuals with deep expertise in their respective fields and a genuine passion for their work. Whether joining an established team or starting from scratch, this emphasis on expertise and passion sets the foundation for success.

Secondly, trust is paramount. It's crucial to trust the expertise and opinions of team members, empowering them to make decisions and take ownership of their areas. By fostering a culture of trust and empowerment, teams can operate more effectively and achieve greater results.

Leading by example is another crucial aspect of building successful communications and marketing functions. By demonstrating commitment, dedication, and a strong work ethic, leaders can inspire their teams to perform at their best.

Moreover, in a global context, understanding cultural differences and regional nuances is essential. Building a diverse team with representatives from various backgrounds and cultures enables us to navigate different markets more effectively. This diversity brings unique perspectives and insights, ensuring that our strategies resonate with local audiences and drive success on a global scale.

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