Tencil Talks: Jaimesh Patel

Jaimesh Patel works in the sales side of digital marketing with 8 years’ experience, at both media owner and ad tech companies, now working at LoopMe

LoopMe | Closing the Loop on Brand Advertising

LoopMe was founded in 2012, and is the leading outcomes-based video platform, with the mission of closing the loop on brand advertising.

They solve attribution in real-time, and use AI to optimize media delivery and create measurable, incremental uplift against sales and other marketing goals.

Today we caught up with him: 

Q. What sparked your interest in digital marketing?

JP: I started off working in radio, selling airtime ads, but back then I was increasingly noticing how the scales were tipping towards people consuming traditional media but through connected devices; news content via their iPads thanks to referrals from Twitter or Facebook, radio via Sonos and their TV via All 4 or iPlayer. I think it was around this time that someone at the Financial Times said that their biggest competitor was now Candy Crush!

The more I immersed myself in all things digital I realised the extent to which the sector was constantly evolving and reiterating itself, and it was where I wanted to work.

Q. How did your degree prepare you for your current line of work?

JP: This is something my Mum once asked me! The honest answer is, a bit, but not loads. I studied English Literature – and the areas that have most benefited me working in Sales are how to use language persuasively, to answer objections and to present confidently. So probably more of an influence than you immediately think!

What I like about the media and digital marketing, industry is that it feels like a meritocracy with regards to your education once you’re in your first role. I genuinely don’t know what would have been better for my career – getting the degree I did or having a 3-year head start in the industry. I’m glad I went to university because of all the experiences I gained from it, but it’s good to know that it’s not the be-all and end-all, like it might sometimes feel when you’re at school and college.

Q. Name three things you love about digital marketing and why? 

JP: Seeing changes play out in real-time – you can make a change to an idea or a campaign, and in digital you can start to see the difference immediately

How there’s always something new that you didn’t know before – thinking you know it all, and then that all changing means that you’re constantly learning and developing your knowledge at work

The look on my family’s faces when I explain what I do – just because it’s funny

Q. What is the most successful campaign you have been involved in?

JP: There have been tonnes of successful campaigns; great levels of click throughs, listen throughs, video completions, even significant uplifts in purchase intent. But the one I’m proudest of is a small radio campaign I did in my first year in the industry because it was a proactive project solely thought up by myself – but as with everything in this industry, it required the help of countless people to get it to work.

Q. Who has been the most influential person in your professional career?

JP: I’m thankful for all the patience I’ve received from all my bosses and colleagues over the years, for educating me and putting up with my mistakes!

I wouldn’t say this person is the most influential person to my career, but someone I do try to consider a lot is a blogger called Bob Hoffman, also known as the Ad Contrarian (to be fair he’s much more than just a blogger!) He’s very critical of some aspects of digital marketing, but his observations are invaluable for keeping you grounded amongst all the flashy new bits of technology, and keeping a sense of what it’s actually all for.

Q. What advice would you give to a young adult interested in digital marketing? 

JP: If you start researching and it feels complicated, that’s because it is. But it’s also not rocket science, even if some digital marketing companies do employ actual rocket scientists!l A certain level of patience is required to fully understand everything, but it’s not an insurmountable task at all. If you’re getting started, don’t be afraid to say you don’t understand something and keep asking questions until you do. That will set you in good stead for the future. And you’ll be very surprised at the kinds of directions that a career in digital marketing will take you in!

Q. What is your favourite restaurant and why? 

Salt Yard | The Happiness Project London

JP: Salt Yard on Goodge Street. It’s my favourite because it’s not the kind of restaurant that takes itself too seriously with the formality of it all ruining your actual enjoyment – it’s just got great tapas, great service, and great wine.

Finally, we would like to thank Jaimesh for taking time out of his busy schedule today to talk with us.

For more information on opportunities in digital marketing feel free to reach out to Joel.Williams@tencil.co.uk

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