Leaders Perception Magazine is currently running an interview series called – Navigating the Dynamic Seas of Modern Marketing & Branding
Today, we had the opportunity to interview Dmitrii Kustov – Founder, CMO @ RegexSEO.
Thank you so much for joining us today! We are thrilled to have Dmitrii Kustov, the Founder and CMO of RegexSEO, with us. Dmitrii embarked on his entrepreneurial journey in 2015, establishing his own venture with expertise in coding and SEO. Over time, he collaborated with two close friends who specialized in web design, leading to a merger and the creation of a unified enterprise. Today, Dmitrii is here to share his insights on the significant shifts in the marketing and branding landscape, as well as the balance between data-driven marketing and creativity. Welcome, Dmitrii!
Interviewee Name: Dmitrii Kustov
Company: RegexSEO
Dmitrii Kustov’s favourite quote: Don’t trust your gud, trust data.
The Interview
Thank you so much for joining us today! Tell us a little bit about yourself. What is your backstory?
Dmitrii Kustov : In 2015, I embarked on an entrepreneurial journey by establishing my very own venture, Regex SEO. At the outset, it was a solo endeavor, where my expertise in coding and SEO served as the foundation.
Approximately two years into this venture, serendipity led me to collaborate with two close friends who ran their own company, specializing primarily in web design. Recognizing the potential synergy between our skill sets, we charted a course for cooperation. Our arrangement was simple: when they encountered SEO-related projects, they directed clients to my services, and conversely, I referred clients seeking web design to them.
As time passed, the wisdom of consolidating our businesses became apparent. It became evident that the path forward was a merger, uniting our strengths into a singular, cohesive entity. Thus, we took the leap of faith, crafting a brand-new, unified enterprise. Today, we proudly stand as a testament to the success of our collaborative journey.
What’s the most significant shift you’ve observed in the marketing and branding landscape in the last year, and how should businesses adapt to it?
Dmitrii Kustov : Customer experience has become a critical factor for business success. Consumers increasingly desire hyper-personalization, and this trend will continue to dominate all aspects of marketing. Furthermore, customers expect a consistent experience across all touchpoints, which presents challenges for marketing strategies. Therefore, you should invest even more time in improving the user experience across the board. Your website and blog should offer useful and relevant information, and you should provide proper support to customers at all stages of the sales funnel.
In the era of data-driven marketing, how do you balance the need for data and analytics with the creative aspects of marketing and branding?
Dmitrii Kustov : Before launching any marketing campaign, you need to determine your objectives and how you will measure them. Depending on your goals, you will also need to formulate a hypothesis to guide your creative choices. Creativity isn’t just about what you say but also about how and where you say it. Depending on your target audience, budget, and objectives, you can experiment with different channels and formats to reach them. You can use data to compare the performance of various channels and formats and determine which ones generate the most traffic, engagement, or conversions. Once you’ve selected your channels and formats, you need to test and refine your creative elements to optimize your campaign. You can employ tools like A/B testing, multivariate testing, or split testing to compare different versions of your campaign elements, such as headlines, images, text, colors, layouts, or buttons. You can also gather insights through surveys, feedback forms, or user testing to obtain valuable information from your audience. By continuously testing and iterating your creative elements, you can use data to either validate or disprove your hypothesis and identify what works best for your campaign. The final step in balancing creativity with data-driven decision-making is to learn from your results and apply those insights to future campaigns.
Leaders Perception would like to thank Dmitrii Kustov and RegexSEO for the time dedicated to completing this interview and sharing their valuable insights with our readers!
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