Rabat - DOZ curates and qualifies the best marketers to deliver online marketing campaigns on search engines, social media websites, and blogs. It brings hundred of curated marketers work together to drive appropriate audiences to DOZ clients’ sites.
To learn more about DOZ, its mission and goals, [and] the challenges it faces, we approached [its director] Faouzi Elyaagoubi for an interview.
MWN: How did you come up with the idea of lunching DOZ?
Faouzi Elyaagoubi: Marketing is a sector that is crying out for disruption. While the marketing agencies in Europe and North America have adapted to digital marketing methods, they have not evolved their business model - it remains stuck in the same old processes it developed in the 1980s. Marketing agencies expect clients to be passive, to arrive looking for expertise, and to accept that marketing is so complex it cannot be understood by outsiders.
We realized pretty quickly that the agency model could not survive in a world where digital technology, crowd-powered solutions, and access to marketers in different countries with just a few clicks of the mouse all converged in a single nexus. We recognized this not as a problem, but as an opportunity, and we were able to leverage our experience in SEO, our business training, and our international experience to create DOZ.
MWN: Tell us more about the challenges you've faced with your co-founder to spread the word about your online platforms and build an online community, which is quite large for a young startup.
Faouzi Elyaagoubi: Anyone can have a world changing idea, but that doesn’t mean that everyone will be able to make that dream a reality. We’ve spent a lot of time and effort building the community of experts that represent all areas of modern digital marketing, as well as searching out clients. Indeed, we really work at both ends of our business model at the same time: of course we need clients to work with, but we also need expert marketers to get the marketing work done.
When it comes to spreading the word to marketing experts and to prospective clients, we’ve of course used digital means. Social media is a powerful channel for us, and reaching out to people on LinkedIn, on Twitter, through Facebook, and via a content marketing program tailored for social is an important part of that strategy. Concurrently, though, we have also reached out to companies in person, over the phone, tailoring our creative pitch to industry sectors and highlighting the ways that other companies can benefit from DOZ’s disruptive approach to digital marketing.
We’re proud to have worked with more than a hundred companies - many of those becoming loyal, repeat customers of DOZ - and tp have built a network of 5000 expert marketers to serve them.
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Faouzi Elyaagoubi, the Moroccan Founder of DOZ[/caption]
MWN: San Francisco is known as the first location of young entrepreneurs in the United States. Is it hard to compete with other local startups since you come from abroad?
Faouzi Elyaagoubi: Any time you take an idea from Europe to the US there is going to be push back. There are issues of cultural fit, communication problems to overcome, and just the fact that you come from outside of the normal Silicon Valley hive is enough to put some people off. However, on the other hand, if you have the confidence to leave your home base and pitch your product in the most competitive market on the planet, you earn the respect of investors and clients just by walking in the room. That’s not ever enough to see you win funding or a contract, but it is often enough to prove how serious you are about solving a real global problem - and that can get you a foot in the door.
MWN: Are you planning to open a third office in Morocco?
Faouzi Elyaagoubi: DOZ expects to continue its expansion and North Africa, and the Mediterranean is an attractive market for us and for the companies we work with. While we can’t confirm a Moroccan office today, it is something we’ll continue to consider as our client base expands in the region.
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