Balancing Data-Driven Marketing With Creativity with Araks Nalbandyan

Welcome to the Marketing Growth Podcast. I’m your host, Shane Barker. On this episode, I continue my conversation with Araks Nalbandyan, the Director of Digital Marketing at 10Web, an automated WordPress platform powered by Google Cloud. If you missed our previous episodes, here’s a quick recap: Araks talked about how new agencies could stand out and why agencies and brands need data-driven approaches. Make sure you tune in to those episodes too. Today, however, we’re going to take a closer look at the future of data-driven marketing. We’ll examine trends, the roles of creativity, and data privacy. Let’s get started.

So, cool. I want to talk a little bit about the future of data-driven marketing, right? Because I think if anyone’s listening to this right now, they’re thinking, okay, either they’re doing it and thinking, “Hey, that makes sense, but there are some things I need to improve,” or they’re saying, “I’m not doing it, and I need to start.” Once again, let’s talk about the future of data-driven marketing and what you see from your side. Do you think that data-driven marketing and creativity can share the same stage?

I know we talk about marketing and sales like they’re always at odds, but it seems like data-driven marketing and creativity sometimes are in the same boat—people think it has to be creative, but then it has to be data-driven too. How do we strike that balance?

That makes sense. So what you’re saying is, you look into the data, and then you add creativity on top of that. It’s like SEO—you look at the keywords, and then you figure out how to make it sound human while adding those keywords into your content. It’s the same with this: you look at the data, figure out what you have, and then implement creativity to make it work without losing the essence. The foundation is data-driven, but you still add a creative layer so it looks good.

And on that note, Araks, please allow me to pause the conversation for a moment to talk to our audience. My team and I are digital marketers who can help you combine creativity with data-driven marketing. And besides helping you with that, we also offer other services such as SEO, influencer marketing, content marketing, online PR, and more. For more information on our services or if you want to access our fully managed services, visit us at shanebarker.com—that’s S, H, A, N, E, B, A, R, K, E, R.com. Now, back to our conversation with Araks Nalbandyan.

Can you give us some examples of companies that you think have a solid base in data-driven marketing but also layer a nice, creative touch on top?

Yeah, Grammarly really nailed it. I mean, they’ve made it so that you can’t live without them. I use it every day just to make sure my emails have the right punctuation and everything else needed to keep things flowing. It’s a small thing, but it’s really important.

What about data privacy? That’s a big concern these days. How do you think data privacy will affect data-driven marketing? Do you think it will become a significant obstacle, or do you believe we’ll be able to keep moving forward?

It’s interesting you mention that because just the other day, I received an email from someone trying to sell data again. It was a flashback to the old days when people used to sell lists of professionals like dentists or lawyers. It’s always hard to know whether those lists are any good. I used to advise against buying lists because you never know how outdated they are, and you only find out when your emails start bouncing back. So, yeah, it’s definitely an old-school tactic.

Let’s talk about trends. What do you see as major trends in data-driven marketing, especially looking forward to 2021 and beyond? Is there anything you see that stands out as something we should all be aware of?

Yeah, AI is really fascinating, right? At first, it seemed like a buzzword, but as the capabilities expand, you start to realize how it can help with content creation, visuals, and so much more. I know you guys have an AI website builder, right? Can you tell us more about that?

That’s awesome. It sounds like it took a lot of work to get that together, but you did it. I can tell from your voice that you’re proud of how far you’ve come. It’s not an easy feat, especially involving AI in the process. But it’s incredible that you guys have pulled this off. I think this is something everyone should check out.

If you haven’t yet, go check out 10Web.io. I initially thought it was just web hosting, but there’s so much more there. You guys have really put in the work to make sure it’s done right, and that’s really impressive.

I completely agree. It’s a painful process for anyone who’s done it. I’ll definitely reach out to you if I ever need to move my website again. Thanks again for sharing all your insights on data-driven marketing today. I think this is a podcast that people have been waiting for because not enough people are using data the right way. I really appreciate you adding some clarity to that.

Now that we have a better understanding of everything, I wanted to thank you for all the insights on data-driven marketing. I think this is a podcast we’ve been wanting to do for a long time because a lot of people don’t do it the way they should. So, I really appreciate you adding some clarity to that. But, I did want to ask you, I call this the fun section. You know, doesn’t mean the other sections weren’t fun, but this part is supposed to be a bit more fun. If you could travel to one place in the world, where would it be? And, let’s take COVID out of the picture — it’s all good. Everything is safe. Where would you want to go?

I totally get that. So, where in Italy? Any favorite places?

Yeah, I haven’t been there in years. It’s probably been 15 years, maybe longer. I went with some friends I met in Costa Rica, and we did some traveling in Italy. Man, the food, the people, it was awesome. I miss it. I’d love to do another tour of Europe once everything opens up. As soon as everyone’s vaccinated and everything is good, I’m out the door. So, who knows, I might meet you somewhere!

If you could have any superpower, and this is anything—Marvel Comics, X-Men, whatever—what would it be?

I didn’t even think about the free travel aspect of invisibility. You could just jump on a plane, sit down, and nobody would know you’re there! You’d never have to pay. I didn’t think about that side. I guess I could use that power to sneak onto a boat, sit down, and get free rides everywhere. That’s a pretty great perk!

Yeah, that could be scary too! I’m not sure if I’d want to listen to too much political stuff, especially in the US. I think I’d rather just step away from that. But it’d definitely be interesting. I guess what I’d do is listen, and then I’d want to do the “Men in Black” thing, where I erase my memory so I don’t have to remember anything I heard. Like, “I don’t want to know about this!”

Do you have a favorite book or podcast you listen to? Is there anything that’s helped you in your personal or professional life? Any books or podcasts you would recommend?

Yeah, Sean was the one who coined the term growth hacking, right? I’ve actually spoken with him at conferences before. He’s a really down-to-earth guy. Awesome guy.

Yeah, he’s got a big heart. He’s definitely a giver. It’s always surprising when someone who’s reached that level of success is still willing to help people. It’s cool. Sean’s definitely one of the good guys.

Well, cool. If anyone wants to get in contact with you or learn more about 10Web, where can they find more information?

That’s awesome. Well, hey, thank you so much for jumping on today. I really appreciate it. Thanks for shedding light on data-driven marketing and helping agencies. Have a great rest of your day. And we’re looking forward to possibly working with you in the future, especially if I need to transfer my website again. I’ll definitely be reaching out!

No problem, no problem. Have a great rest of your day.

Bye.

I hope our listeners have a lot to take home from this conversation. In the next episode, I’ll host another thought leader in the marketing space. Stay tuned to the Marketing Growth Podcast.