Alexander Ivanov, also known as Daskalalex, is the CEO and co-founder of CreateX Digital Agency, founder of the media group "Digitalno Delo", Softuni Brand Ambassador, speaker, and the guest host of numerous events, with extensive experience in the field of digital marketing and education, aiming and working actively to make Veliko Tarnovo a desirable destination for living and working.
Is it hard to find time for everything you do and is it necessary for a person in the field of digital marketing to be interested and involved in various things?
And yes and no. We are all racing against time, but the dynamics of the industry leave us with no choice. In my opinion, whatever you do, having diverse interests is key. But digital marketing is also such a wide-ranging and developing field that new and new opportunities are constantly popping up. Things are connected.
How do you balance keeping up with the latest marketing trends while staying focused on your long-term business goals?
I don't balance - I adapt. The balance is not necessarily 50/50. There are many factors - nature and size of the business, goals, and whatnot. There is no universal answer.
You often try, sometimes you mess up, and you always learn.
What is Native and how did the idea for its creation come about?
I wouldn't say it's an idea. Native is the natural development of the ecosystem. In short – a response to current market trends and needs. The logical separation of a team with a specific focus - short-form video content. Mostly for TikTok, but not only.
How did Native manage to reach 4.4 million views on Tik Tok in 24 hours?
A combination of the peculiarities of the platform, the right timing, and a good knowledge of the audience there - what type of content is most widely consumed.
Native has seen incredible success on TikTok, but social media trends can be extremely fickle.
How do you ensure your agency stays one step ahead and continues to deliver good results for clients?
As I said above – the key is in the adaptation. We do not rely on long-term trends and algorithms but comply with current ones. Moreover, our value proposition remains 360-degree service. We don't expect TikTok to be the answer to every need, but we are confident that we can offer comprehensive digital strategies tailored to specific needs.
Additionally, vertical short-form video content will continue to be a focus – whether published on TikTok or another platform.
With the rise of social media platforms like TikTok, do you think there is a growing need for social media agencies like Native? What are some of the key services these agencies can offer businesses looking to succeed on social media?
As it turned out, trends in this regard are too volatile to make such predictions. The need is rather for the already existing agencies to separate and develop teams in this direction. It's the logical next step for everyone in the industry.
If someone specializes in only one thing and starts from scratch - without knowledge, skills, and experience in different areas of marketing, it would be difficult to resist the dynamics and competition in the long run. It's not impossible, but there won't be many opportunities for cross-selling & upselling. So I say we look at Native as part of the whole.
And for services - in this business, there are several basic things that cannot be done without - a definition of a value proposition, target, competitors, goals, KPIs, and continuous competition with technological possibilities. Now, how you will achieve what the client is aiming for depends on the capabilities of the team and their application in the relevant context.
CreateX is an integral part of the vision and success behind the new "Leader Class" education platform. Tell us a little more about the project and what was the most challenging part of working on it.
Education has always been part of our core values. LeaderClass gives audiences the opportunity to tap into top leaders in a variety of fields. Learning from the personal stories and professional experiences of your proven idols is a wonderful opportunity. And the best thing is that the training is adequate for the Bulgarian reality and you can even meet the leaders live.
Perhaps the most challenging part of the job is that each individual class is like a separate project for us. At the same time, we position LeaderClass as a brand as a whole, but the approach for each leader must be different. According to the topic, the audience, his personal branding, etc.
With the increasing use of AI in digital marketing, there are concerns that jobs in the industry could become automated. How do you see the role of human creativity in digital marketing evolving alongside the use of AI?
I always consciously choose to see the possibilities. To be excited that they are there and to focus on them.
The change in the nature of professions and even the gradual disappearance of some of them is a natural process. The role of human creativity, and of man in general, is key.
From a professional point of view, I see Artificial Intelligence as an opportunity in two main directions - creativity development and work optimization.
Have you had the opportunity at CreateX to incorporate AI technologies into your work process?
Yes! We started long ago and without hesitation. But we are certainly still exploring a new world and it takes time.
We will share more soon. For now, I will only say that the main tool we use is Eilla - created by Bulgarians. This makes things even more exciting.
In your opinion, what are some of the most exciting AI-based marketing technologies available today and how do you see them developing in the future?
ChatGPT and MidJourney as more mainstream because they are constantly improving and many people share their experiences specifically with them. Of course and Eilla with the advantage that everything needs to be in one place.
You have an extremely strong presence on social media, where you often share some of your personal life. Do you feel this is something that is necessary nowadays or is it a matter of personal choice?
What is shared on social networks is a very small part of everything that happens. Maybe it's a matter of choice, but I enjoy capturing moments to look back on, connect with my audience, and inspire each other. If it doesn't come from within, you don't have to. It doesn't hurt to be present mainly as an observer.
And finally - are there any specific projects or initiatives in the near future that you are particularly excited about? :)
I'm excited for everything to come, otherwise, I wouldn't be doing it.
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