Interview with Jason Fishman, SVP Digital Strategy at Digital Niche Agency (DNA)
Jason Fishman has 10+ years experience as a New Media Enthusiast, who genuinely enjoys planning, activating, and managing marketing strategies across the full-spectrum of verticals and goals. He is an expert in digital channels including Search Engines, Social Media Platforms, Programmatic Ad Exchanges, Influencer Networks, Email Marketing, Content Marketing, and Partnerships. He has held leadership roles at all sides of the marketing table Agency, Brand, and Vendor, which explains his ability to structure unique opportunities for DNA clients. He partnered in a Social Gaming start-up raising capital funding of $3M, as well as the acquisition of a spectrum of entertainment licenses in 2011. Most recently, before DNA, Jason conceptualized and launched the Product Marketing division of a Mobile Ad Network to increase awareness, interest, and demand for Mobile/Tablet ad products, resulting in significant increases in revenues for its Premium Publishing Partners and Major Brand Clients
TDE: Thank you so much for taking our questions! Tell us a little about your business and its history?
Jason Fishman: Founded in January of 2014 in Los Angeles, California, we build marketing plans for startup to mid-stage brands focused on launch campaigns. Our three core services consist of content marketing, advertising, and strategic outreach which we’ve provided to over 250 clients to date. We specialize in outperforming our competition through highly-specified targeting across all our service offerings.
TDE: What are your thoughts on the current pace of digital transformation in your industry? Do you feel overwhelmed with the prospect of introducing technology solutions to manage & streamline parts of your business?
Jason Fishman: On one hand we warmly welcome digital transformation as it provides us the opportunity to generate leads and acquire customers on behalf of our clientele. On the other hand we are tasked with daily communications on dozens of different SaaS platforms which can at times complicate or even slow things down. We are also seeing an influx of AI (Artificial Intelligence) technologies that perform marketing tactics but at times underperform what we offer as an agency, which has its pros and cons.
TDE: What is the one technology trend within your industry that cannot be ignored?
Jason Fishman: Distributed Ledger Technology, particularly blockchain, has opened up a world of possibilities for us. To start, many of our new clients and inquiries operate in this vertical. Furthermore, what it opens up for us in terms of media and performance tracking will change the industry.
TDE: What has been the most significant technology integration/implementation so far, at your organization? Why? (could have impacted your employee efficiency, customer satisfaction, profit margins etc.)
Jason Fishman: Anything involving video, whether its editing tools that allow us to take contextual content and make it more consumable, or video conferencing technology for more intimate communications with partnering groups, clients and media. Video has been number one for us.
TDE: Do you have a dedicated in-house IT team? What are some of the challenges your IT team and employees faced before, during and after bringing in this solution? How did you resolve them?
Jason Fishman: Without a dedicated IT team, we assign different softwares to different departments for management. I’d point out adoption and overall consistency as the biggest obstacle to integrating any software into the business. As even a few days away from day-to-day utilization can make the software feel obsolete.
TDE: What’s the internal technology challenge your organization aims to resolve in the immediate future? (could be internal workflow/workforce automation or having internal operations such as CRM, HR, Inventory powered by front end mobile apps)
Jason Fishman: A comprehensive CRM that can do a stronger job of cataloguing geographical, business and communication filters including everyone we interact with. At the moment some departments are in one platform, others in another, which makes real-time updates difficult.
TDE: From an external viewpoint are you considering using mobility solutions/mobile apps to promote/sell your products online, or to promote/sell your products to your dealers and allow them to order online?
Jason Fishman: As we are a B2B solution we are servicing clients that prefer the human interaction, however our clients are leveraging these mobile platforms or directing in the product strategy and activating in the product marketing to acquire users and hit product milestones. We use these to a limited degree for our own marketing needs but we are deeply skilled in their use on behalf of clients.
TDE: How do you keep yourself updated? What are some of the websites or magazines or apps that you subscribe to or read regularly?
Jason Fishman: Business Insider, I like their perspective and aggregation on lifestyle pieces, tech coverage, startup and new business coverage. I check my friends’ and colleagues’ posts on LinkedIn, Instagram and Facebook, all before getting to my email which has links to a variety of different publishers.
TDE: What’s your favorite social network – Instagram, Facebook, LinkedIn or Twitter?
Jason Fishman: They all serve a purpose. With my intensive work schedule, LinkedIn is probably leveraged to the highest level and most underrated as far as value. Instagram is most entertaining for me. I often use Twitter as a search engine. And Facebook is reserved for friends and family.