Ad Land’s Young Guns: Rohit Walia, Founder, Search Modifiers

Rohit Walia is a Digital Marketing Expert with over a decade’s experience. After three years of experience in Digital Marketing, he started his Digital Marketing company, named ‘Search Modifiers’, a corporate wellness and growth firm specialising in online reputation management and digital engagement. Search Modifiers is serving clients globally and has experience in 6-8 industries, including Real Estate, Education, Healthcare, FMCG, besides working for start-ups, HNIs, and politicians.

In conversation with Adgully, Rohit Walia, Founder, Search Modifiers, speaks about his experience as the founder of a digital marketing agency, building a long-term and successful career in digital marketing, the five most productive activities that he does every day, and much more.

What particular skill sets do you think you bring to the table?

Over the last few years, advertising has been driven by social media strategies, online channels and digital positioning, more than anything.

Being a digital marketing agency founder, I believe below are the competencies that helped me most during my journey of over 10 triumphant years in the industry.

Above all, a digital marketing professional must be able to think outside of the norm. New Era Marketing is about thinking outside of traditional marketing channels and finding new and innovative ways to reach your customers. It means being creative, proactive and always thinking about new opportunities.

Second, you must be comfortable with flexibility. The world of New Era Marketing is always changing, so you have to be able to adapt quickly and always bring something new to the table. It means staying up to date with the latest trends and technologies and being willing to try new ideas.

Third, you need strong analytical skills. With so much data available, it is important to know how to analyse the data and find the information that matters to your campaign.

How did you join your current organisation?

The idea of working with people who toed the line, free from their original thought process and keen to maintain their status, wasn’t for me.

Digital marketing always seemed to me to be a growing field with a growing impact. Not only does it take up an accelerating share of marketers’ budgets, it also presents the opportunity to reach and connect to billions of people operating the Internet presently.

And hence, I planned to start my digital marketing agency in 2016. The idea behind “Search Modifiers” was to help potential clients understand the benefits of our service.

Digital marketers unify potential customers through multiple distinct channels. We, at Search Modifiers, majorly work on ORM and digital marketing for corporates, start-ups, and HNIs.

Who are the icons in this field whom you look up to and how have they influenced you and your work?

It may sound crazy, but I believe that you are your own influencer. I am always competing with myself and look forward to do something better every day – a little extra than yesterday.

What are the five most productive things that you do in your everyday routine?

As the founder of a digital marketing company, here are my top five most productive activities that I do each day:

• Planning – Every morning I take time to plan out my day and ensure that all tasks get done on schedule.
• Meeting with Clients & Partners – Throughout the week, I meet with any new clients or partners to discuss potential projects we can work together on for mutual success.
• Brainstorming – Setting aside time in the afternoon allows me to come up with creative solutions for upcoming challenges and brainstorm strategies that will drive more conversions from our campaigns.
• Research/ Learning – To stay ahead of industry trends, about an hour every day is dedicated solely towards doing research and learning more about cutting-edge technology within this sector.
• Analysing Results – As this field is fluid, regularly analyzing results gives me key insights into how well our campaigns perform so we can optimise them going forward.

Do you think a career in this field is a viable one in the long term?

I believe that a career in this field is not only viable in the long term, but is also likely to become increasingly important. With the increasing importance of digital media, the need for skilled digital marketing professionals will continue to grow.

In recent years, we have seen a significant shift towards online marketing and advertising, and this trend is only set to continue. As more and more businesses move their operations online, the demand for digital marketing expertise will only increase.

Moreover, digital marketing is a rapidly evolving field, and those who stay up to date with the latest trends and technologies will be well-positioned for success in the long term. While some tactics may become outdated, there will always be new opportunities to leverage emerging technologies and platforms to drive results for clients.

Overall, I believe that a career in digital marketing is an exciting and viable long-term option, with plenty of opportunities for growth and development. With the right skills, experience, and mindset, professionals in this field can build successful and rewarding careers that continue to thrive well into the future.

What does it take to succeed in a career?

As the founder of a digital marketing company, I believe that several key traits and skills are necessary for success in any career. Firstly, a strong work ethic is essential. This means being willing to put in the time and effort required to achieve your goals and is committed to continuously improving your skills and knowledge.

Another important trait is adaptability. In the fast-paced world of digital marketing, things can change quickly, and professionals need to be able to adapt to new trends and technologies. This requires a willingness to learn and a flexible mindset, as well as the ability to think creatively and come up with innovative solutions to new challenges.

Effective communication skills are also crucial for success in any career. In digital marketing, this means being able to communicate complex ideas and strategies clearly and concisely, both verbally and in writing. It also means being able to listen actively and collaborate effectively with colleagues and clients.

Technical skills are, of course, important in a career in digital marketing. This includes knowledge of digital marketing tools and platforms, as well as proficiency in data analysis and interpretation. However, it is important to remember that technical skills can be learned and developed over time and that soft skills such as communication and adaptability are equally important for success.

Finally, a positive attitude and a willingness to take initiative are essential for success in any career. This means being proactive and taking responsibility for your career development, as well as being open to feedback and willing to learn from your mistakes.

In conclusion, to succeed in a career, professionals need a combination of a strong work ethic, adaptability, effective communication skills, technical proficiency, and a positive attitude. These traits and skills can be developed over time with dedication and commitment, and are essential for achieving long-term success in any field, including digital marketing.

What would be your advice to youngsters planning to enter this industry?

As a digital marketing professional, the following pointers always helped me in every situation that I came across in the industry. And hence, I would advise them the same:

• Setting daily goals - Every day, take time to set yourself actionable and approachable objectives that keeps you on track with larger business goals.
• Planning - By looking at upcoming tasks alongside current ones, one stays organised and ensure nothing slips through the cracks.
• Guiding strategy & decision making - As a digital owner, it’s a crucial responsibility to make sure all major decisions are made with vision and integrity in mind so our team is always clear about expectations and long-term plans for success.
• Collaborating & networking - Taking part in virtual seminars or meetings gives valuable insight into emerging trends as well as connecting us to new potential partners which can benefit our work further down the line!
• Exercise - Last but not least, taking care of your physical health has an important impact on mental agility too! A few minutes each morning dedicated to yoga or a jog helps reset my focus when work becomes overwhelming around those deadlines.

Where do you see yourself in five years’ time?

As the founder of a digital marketing company, I see myself leading a team of highly skilled professionals, who are at the forefront of the latest digital marketing trends and technologies. In five years, I envision our company as a leader in the industry, with a reputation for delivering innovative and effective digital marketing solutions for our clients.

I also see myself continuing to learn and grow as a leader, constantly striving to improve our company’s services and expand our reach in the digital marketing landscape and become a leading bellwether in the Digital Marketing Industry, Working as a preference firm for satisfied clients globally, enabling them to build and expand their online presence along with a positive across-the-board online reputation. This is something that would serve my professional trajectory.