Saichithra Swaminathan, Chief Portal & Mobile Officer at Matrimony.com has over 13 years experience in open source platforms, R&D of open source engines, tools and scalability solutions.She is highly passionate and a firm believer of "When we love the job there is no need to have a hobby as hobby and job becomes one and the same.” We connect with her on life and career journey-
Tell us about yourself and your career journey
I come from a technology background… later transformed into a product person and also started handling digital marketing. Joined as an engineer and grew along with the company... part of the founding team.. every new challenge had been a wonderful opportunity and experience.. which really helped to move to the next level… I am a big lover of gadgets and app ecosystem which really helped to focus on the mobile apps for Matrimony.com and offering better user experience.
In the current scenario, what are the most essential skills in digital media marketing?
The avenues of digital marketing has increased in recent days.. especially mobile and behavioral / retargeting coming into picture, staying upto date with the current trends of digital marketing is the single most important skill. Also while introducing new innovative sources, having an eye for the ROI and optimizing the campaigns accordingly is clearly an important trait.
Since 1999, matrimony.com has come a long way, over the years how has your marketing strategy changed?
Initial days the focus was primarily on the SEO and SEM bit… but over a period of time, we have started focusing on Facebook big time. Right from market place ads to page post ads we started focusing on these. Others like retargeting, email marketing etc also started playing a role. One important step that we made was towards mobile marketing, where we started focusing on user acquisition through mobile site and mobile app download campaigns.
Message to all SHEROES out there
Continuous learning and innovation is what keeps us going.. women make great leaders…! Failures are never a problem… as long as we keep learning and improving from our experiences.