The digital marketing landscape has evolved greatly in the past few years. Every brand today understands the importance of building a significant digital presence, yet falter in understanding the nitty-gritties of the process. Digital marketer extraordinaire Shonell Thakker believes that one of the most pressing challenges brands face in terms of communication is the constant confusion about a brand's tonality. Leveraging her decade long experience and know-how about the requisite tools & techniques, Shonell helps clients navigate the choppy waters of today's digital landscape.

Shonell comes armed with a bachelors in psychology and an MBA in media and entertainment programme. She has formerly worked for reputed media companies such as Disney, Aamir Khan Productions and Fox to name a few. An astute professional, she believes that transparency and honesty are the key to building a lasting relationship with clients. With this philosophy intact, she has been rendering impactful communications and media solutions to brands through her digital marketing firm, Diquery Digital. Shonell is now leading her firm to the next era of digital advancements including NFTs and Metaverse.

Shonell takes us through her illustrious professional journey as a Digital Marketer and an entrepreneur in an in-depth conversation with the Women Entrepreneur Magazine team. Here are choice excerpts from the conversation.

Give us an overview of Diquery digital. What are some important features about your expertise as a marketer?

Diquery is a digital marketing brand which offers an assistance and opportunity for every individual or business to find and reach their target audience. Diquery's professional team empowers clients and their businesses to have more impact, be more innovative, and interact with their desired target audience by putting in the right amount of effort and producing excellent results. We are a full service digital agency catering to Corporates, media and individuals across industries.

While I have a background in traditional marketing, I transitioned to digital space and possess over a decade of experience in digital marketing. I've had the opportunity to learn about digital as a platform and marketing as a skill set. My experience allows me to look at it holistically from a brand standpoint rather than breaking it down into specific platforms.

Take us through your early educational journey and prior industry experience that you bring to the table. What motivated you to establish a full service digital marketing agency?

I received my bachelor's degree in psychology from K J Somaiya Institute. After three years of graduation, I realized that this is not the career for me. Later, I enrolled in an MBA in Media and Entertainment programme at Manipal University and Whistling Woods International. I have previously worked for a number of well-known companies, including Excel Home Entertainment, Disney, Sony DADC, 20th century Fox, and others. I have also been a marketing consultant for several global companies. However, I always wanted to be self-sufficient and try something new on my own.

While working with a home entertainment company, I observed how an international media company used Facebook accounts to promote their various products and firms. That was a great source of inspiration for me, and I decided to combine my knowledge with the digital tools that were available at the time. I had also observed that several agencies were exploiting their own clients and something had to be done. I've realized that being honest and transparent with my clients will keep them with me for the longest time. These factors put together provided me with the impetus to start my own agency.

“Diquery is a digital marketing brand which offers an assistance and opportunity for every individual or business to find and reach their target audience”

Throw some light on the various roles and responsibilities that your current role as the co-founder & CEO entails at Diquery digital. What business challenges did you have to overcome to establish Diquery digital as a sought after marketing agency?

In India, we have a team of about 35 people and also have representations in Dubai & Singapore. My current role entails managing and working with the team & the company, but my focus is more on spreading the word about what we do and being able to reach out to people who require assistance in understanding the digital world in a result-oriented manner.

One of the most challenging aspects I faced is convincing people that simple is good. People are captivated by the vast world of marketing gimmicks. They have no idea what they are missing out on by not considering a simpler option.

In your opinion what challenges does the brand communication and marketing sector face presently? What tools and strategies do you employ to create tangible impact for clients?

One of the challenges of brand communication is the constant confusion about a brand's tonality. Nobody knows what a brand's tone should be. Digital can only be of assistance if the communication is clear and the brand is willing to put it up. In the marketing industry, I've seen a lot of willingness to accept digital, but the problem arises when people don't understand the concept.

We use social listening tools and various analytical tools to provide clients with a clearer picture of where their business is positioned in terms of digital because numbers are the only way to quantify our execution, especially in digital.

Tell us about some of the most significant milestones achieved by the company under your leadership? What has been the driving force behind your success as a marketer and entrepreneur?

In terms of milestones, we had our first large brand, Yahoo, as a client within the first six months of the company's inception; they have stayed with us to this day. Another significant milestone is that we have recently forayed into NFT and Metaverse. That is one of our most significant projects. My driving force has been the tremendous support I've received from my team, business partners, and family, because being an entrepreneur requires a lot of patience.

As successful business leaders what would your advice be to young women aspiring to become business leaders and entrepreneurs in the future?

If you plan to start a business, treat it as if it were a family member. I've seen a lot of women entrepreneurs give up on their dreams because either they were unable to ask for funds or were unable to garner the support & respect they needed from their own families or were unable to prioritize their business. Don't be discouraged by what you see outside. Finally, don't be hesitant to experiment with new ideas.

Shonell Thakker, Co-Founder & CEO, Diquery Digital

Shonell comes armed with a bachelors in psychology and an MBA in media and entertainment programme. She has formerly worked for reputed media companies such as Disney, Aamir Khan Productions and Fox to name a few. An astute professional, she believes that transparency and honesty are the key to building a lasting relationship with clients. With this philosophy intact, she has been rendering impactful communications and media solutions to brands through her digital marketing firm, Diquery Digital. Shonell is now leading her firm to the next era of digital advancements including NFTs and Metaverse.