Social media has become a powerful tool in today’s marketing context. From building a personal brand to promoting the biggest of products, social media and digital marketing have taken a lead. While at the disposal of practically every single user, impactful use of social media tools requires specific expertise and knowledge that is only possessed by a few. One such name is Neha Joshi-Gulgule. A third generation entrepreneur and marketer extraordinaire, Neha laid the foundations of Shout It Out Media, a marketing and advertising firm back in 2012. Capitalizing on the firm’s first mover advantage and her deep market insights, Neha has successfully led Shout It Out to become a force to be reckoned with in the digital marketing space. Described as an exuberant individual with a zest for life, Neha is also known to be a hard taskmaster who enjoys setting and achieving tough deadlines. In a candid conversation with Women Entrepreneur India team, she provides us with a glimpse of the exceptional mind that creates lasting campaigns for brands.

Give us a glimpse into your educational and professional background that set the stage for you to venture into the digital marketing industry. Also, how were the first few years of you being a young entrepreneur in the digital marketing space?

Digital marketing or social media marketing is a rather new concept. Back in the day when I was a student there were hardly any professional digital marketing courses available owing to which I had to suffice with enrolling for online courses. Additionally, I have a Bachelor’s Degree in Marketing and a Master’s degree each in English Literature and one in Mass Communication and fourteen years of experience across animation, copy writing and journalism. Since I hail from a business family and am a third generation entrepreneur, the concepts of running a business were passed on to me organically which did help me immensely. Since 2019, I’m also teaching Public Relations to graduate students at Pune’s Garware College.

“I believe that in order to become a digital marketer, one first needs to become a marketer. If you understand marketing, understanding it digitally makes sense”

I believe Shout It Out was ahead of its times. When I started the business in this space, it wasn’t very populous; in fact, the format in which Facebook pages exist today also came in later. The initial two years of running the company were the toughest since we had to convince people that digital marketing was the new space. However, we persisted and stayed put which has helped us come all this way. We had learnt early on that the mantra to success in this field was to evolve continuously and rapidly.

In Your Opinion What Qualities Make For A Strong Digital Marketing Player? How Do You Incorporate These Factors Into Shout It Out’s Approach To Creating Effective Marketing Campaigns?

I believe that in order to become a digital marketer, one first needs to become a marketer. If you understand marketing, understanding it digitally makes sense. Anyone can learn how to use social media, but very few know what to do with those tools. Successful digital marketing requires in-depth study of marketing and economics, which can eventually lead you to endless possibilities in the digital space.

Most companies today, several of them run by influencer-turned entrepreneur or hobby-oriented start-ups, fail the test when it comes to creating conversions. Only a marketing person, with indepth knowledge of marketing & economics can start a conversion and digital media is the right means to achieve that outcome. So in order to be successful, an organization requires a workforce and a person at the helm of affairs who possesses experience and academics to support him/her.

The World Of Digital Marketing Is Highly Dynamic And Ones Who Fall Back In Keeping Up Can Be Rendered Irrelevant Very Easily. How Do You Stay Ahead Of The Curve In Terms Of Industry Trends And Know How?

I strongly believe that learning is a continuous and endless process. Right from the time I started the first Facebook Group Page of a restaurant in Pune, to eight years later, where my company handles more than 100 pages across countries, I have ensured that I learn something new every day. In terms of staying abreast with digital marketing trends, I attend various online workshops and make sure that I conduct my own research which I then run through experts. I read a lot on advertising and marketing as I believe the core remains the same, only the channel you choose to market through changes. As far as trends are concerned, you catch them on social media (mostly on celebrity accounts), but the trade secret is to not follow them immediately. First, you must see how the trend is catching up (is it with your TG) and if it fails, you don’t do anything about it. Trends have to be meaningful too.

You Have Been In The Digital Marketing Space For Over Eight Years Now; Mention Some Of The Most Major Milestones Achieved By You And Your Company Over The Years. Also, What Is The Charter For The Firm’s Growth In The Near Future?

A major milestone that hit home with me professionally and emotionally was when we handled the coveted Pune Film Festival. I count that as an individual achievement. Also, a project I handled bagged an investment funding of one crore and they took me on board as CMO. When it comes to Shout It Out, our biggest achievement has been that we don’t ever miss deadlines. Also, we are proud of the fact that we are the only company in the city that has an in house PR company and a newspaper.

At Shout It Out, we are currently developing a research unit that conducts market research on relevant topics that will help us in understanding that market and the consumer before the client comes to us with a problem. We recently finished a survey for hospitality in Maharashtra and we are one of the only ones who know what will work, based on mathematical accuracy and not perceived projections.

Neha Joshi-Gulgule, Founder, Shout IT Out Media

A tough taskmaster and digital marketer extraordinaire, Neha has completed a Master’s degree in English Literature and possesses five years of industry experience across animation, journalism and copy writing. A true believer in continuous learning being the key to staying relevant, Neha has been leading Shout It Out to success since 2012.