How This Female Entrepreneur Simplifies Digital Marketing for Business

Tell us about your entrepreneurial journey. How has this helped you build your business?

My entrepreneurial journey started in May 2019 when I decided to help my mother, Urmila Samant, start her dream business, “Masala Tokri” – A growing D2C small business for Heartland India’s Gourmet Spices. Before that, with the rise of the pandemic, my colleagues at Future Group – Pawan Sarda, Apurv Singh and I decided to share our digital marketing “know-how” with entrepreneurs and small business marketers to develop their respective activities. This is how “Sorted” was born in July 2022. My entrepreneurial ventures fueled my freelance consultancy business as both companies were known for their digital content strategy.

When and how did you create Sorted and Masala Tokri? What was the insight behind their launch?

As we begin our “Masala Tokri” business, we recognize that we do not aspire to be the mundane me-too brands competing for storage space with major tycoons. The market research analysis has presented insightful insights into the huge opportunity for us to serve, premium experience for spices from the heart of India with benchmark quality. That’s what we’ve achieved with our freshly hand-crushed gourmet spices. With Sorted, the idea was clear from day one. The majority of consumers who found digital marketing complicated were overwhelming. We wanted to prove this misconception wrong, because digital marketing can be simplified if you understand the logic behind each platform and the psychology of user behaviors. Hence, Sorted is India’s exclusive “No-Faff” digital marketing masterclass.

How have you leveraged your experience as a digital consultant to grow your business?

The rule of thumb for scaling is to remove the word “never” from your vocabulary and use the power of “now”. My freelance consulting business picked up when I left my job at Purplle (AVP – Social Media and Influencer Marketing) and focused on building my niche. Additionally, word of mouth plays a vital role as the industry is small and growing, and good work is always talked about. When I realized that I needed to create my personal brand on my social media, I decided to launch “The Sorted Girl”, where I mainly influence digital marketing, branding and content hacks for brands as well as slice of life content and what he defines as being an independent consultant.

What role does a business coach play in entrepreneurship? How are they different from a mentor or consultant?

A coach and a consultant run over minor differences. Obviously, both focus on solving problems that arise in your business. The only reason that separates the two is their approach. Business coaches work on your improvement, on you; as the leader of your business, while a consultant takes a more nuanced hands-on approach, providing specific and subtle solutions for your business. Thus, coaching is “done for you” while consulting is “done with you”.

How can digital consultants and digital-focused campaigns help SMEs and startups? What opportunities do they open up?

We live in a digital driven world and it’s clear that whether you’re an offline Kirana store or a D2C brand, one of the most profitable and influential mediums to market to you is digital. In previous years, brands had to spend millions to create wide reach over several years. Currently, if you can command and build a thriving community for yourself and gain a strong brand persona that connects with your audience, half the battle is won. Digital-first is not a marketing strategy. It’s body language that has to be embraced, and the sooner brands realize this, the better it is for their journey.

How will consumer digital communications evolve in the years to come?

The world of customer communications is rapidly changing and adapting to advanced ideas. At the rate at which our technology is developing, these changes are happening rapidly. Digital transformation encourages companies to change their business model tactics and adapt to the new market reality.

What is crucial in this fact is that it is not the companies that are driving this change, but rather this transition that is driven by the customer. Customers today demand authentic business-related content that drives their interest anytime, anywhere, in the format they prefer and on the device they choose. Their journey dictates your strategy. To keep pace with “always-on” customers, your business embraces technology to deliver an unparalleled customer experience.

Customers want absolute experiences, regardless of channel. Think about how you combine all of the digital channels you reach across your business to deliver a unique, customer-friendly experience.

Which digital trend will have the biggest impact on the industry?

Voice-activated communication plays a central role in our homes, lives and businesses. Text-to-speech technologies like Trint will ultimately save time and streamline workflows leading to ever-changing digital products and services.

Hybrid working has opened the market to new developments in digital communication software. There is also no doubt that new and exciting AI and voice-enabled products have entered the market. Thus, voice recognition will optimize the way we work and socialize in ways we never imagined when email was predominant.

What advice would you give to young people pursuing careers in digital media, marketing, etc.? ?

Three things in life are vital for every young person who wants to start a startup; Above all, be curious and carry a penchant for knowledge, furthermore, build and set up your brand and ultimately stop procrastinating and wait in pursuit of perfection and your work projects, instead – get up and start now!

Cathy W. Howerton