Women's History Month Spotlight: Viraj Mehta
To celebrate this year's International Women's Day & Women's History Month, we have invited thought leaders from across our global offices to share the ways in which they tell, build, run, and find innovation in the digital space.
Our first feature in this series, Head of Build Delivery Viraj Mehta, is based in our India office has been a vital part of Investis Digital since 2011. Here are her thoughts on Women's History Month, performance marketing, measuring success in 2022 and more:
Could you give us a brief overview of your role and time at Investis Digital?
I am currently in my 12th year with Investis Digital and it has been an incredible growth and learning story. I started off as Project Manager at Investis Digital and now I am the Head of Build Delivery, India. Investis Digital has given me the opportunity and space to explore and grow within the organization. I have worked with almost all teams across multiple geographies which has helped me evolve and learn so much beyond the usual scope of work.
What does Women's History Month Mean to YOU?
Simone de Beauvoir, a French existentialist philosopher, once said that "one is not born, but rather becomes, a woman." Celebrating Women's History Month has a constructive significance in my life. It gives me an occasion to reflect and relive everything that a woman in this world can do, such as contributing to home, family, society, and nation. While Women's History Month is a time to reveal the courage of women in past generations, it also allows us to encourage new generation women to participate in an inclusive environment. Infused with the spirit of freedom for women, honouring the dignity of women across the world is a part of this month-long celebration.
Tell it - Are there women-led companies or individuals who have been telling narratives that inspire you/think deserve more amplification?
I believe that even the slightest effort and achievement deserve appreciation. As we say that ‘little steps make big differences,’ I admire all those women who have contributed to their respective fields. Even if a woman's role in a company or organization is a minor one, the impact of her work needs to be acknowledged. I find women with high ethics as my role model. For me, women with strong determination and convictions have a lot to teach us. For example, Sudha Murthy, a successful businesswoman, has always inspired me with her vision as a thinker, author, and activist.
Build & Run it - What are the most crucial aspects of building and running a digital presence?
Beyond the most important tools and channels, i.e website, social media, video marketing, SEO etc. it is important to align your company’s overarching vision and values to your digital presence. Understanding your core audience personas and consistently delivering your brand’s core values and impact is essential to build an effective digital presence. The tools, metrics and optimization make a huge difference in maintaining your presence, as does the awareness of what you are trying to communicate no matter the medium.
What advice would you give to other women trying to build their careers in the digital marketing space?
It is a very exciting time for women in digital marketing. The digital marketing space is evolving at a rapid pace. It’s important to keep up with the trends and technologies that shape this landscape. Do what it takes to make it. Read, upskill, network, reach out to mentors. In short, you can earn your seat at the table if you are focused and you put your mind to it.
Find it - What do you think will be the most important performance marketing strategies for brands in 2022?
Content is still king. A compelling website, an engaging blog, videos—these are excellent means to convey your brand’s purpose. There is also an increased relevance of SERP features now that search engines make it easier to find answers to user questions within SERP. Also watch for paid ads and video ads as they seem to be making great strides.
How should digital marketers think about measuring success differently in 2022?
Available search volume and lead inflow analysis are still some of the most important metrics. Marketers must use relevant metrics for each stage of funnel from awareness to consideration to conversion. Taking a more granular approach to ROI measurement such as campaign ROI, overall ROI and specialized spend can help you target your efforts more efficiently. Cost per acquisition is also a great indicator of the success of your campaigns, and helps you optimize your budget.
Stay tuned for more
Thank you, Viraj, for these great insights! Stay tuned for more features to come this month. And, if this feature or Investis Digital's commitment to building a more diverse, inclusive, accessible, and equitable workforce has inspired you to enter the technology industry, take a look at our careers page to see if you are a good fit for any of our current openings!