Under the spotlight today is Andrea Mitchell, Managing Director and founder of digiVOX. Mitchell is a well respected and reputable veteran in the digital field, having been actively involved in this arena since 1997.
digiVOX: Who are you?
Mitchell: A mother, a daughter, a sister, digital marketing nut and founder of digiVOX.
digiVOX: How are you?
Mitchell: Inspired and excited! It’s a GREAT time for digital.
digiVOX: What is your job title and what does your work entail?
Mitchell: Lead brands to, and through, digital marketing channels in order to deliver great returns together with the brilliant team at digiVOX. I have been involved in online marketing for some 12 years now, and consider myself truly blessed to still feel as passionate and excited about what I do as I did 12 years ago.
digiVOX: What do you like about working at digiVOX?
Mitchell: digiVOX has one of the brightest, enthusiastic team of individuals who all share one common goal: great results for our clients. We all share a passion for digital marketing, and the collaboration of great minds is truly inspiring. No day is the same as the next. I thrive in environments like this.
digiVOX: What makes digiVOX different from other companies?
Mitchell: We really do care about our clients, as well as each other. We’re a very close “family” – with each other, as well as our clients. We like to see ourselves as an extension of our clients’ businesses. Of course, any company could say this, but I trust that our clients see our commitment and exhaustive efforts to truly get them the best possible return on investment. Ultimately, this is what we’re all about – delivering results. Unlike other mediums where a brand has no to little idea on whether their initiatives really work for them, digital’s advantage of being trackable, truly exposes everything.
digiVOX: What excites you about this industry?
Mitchell: There are so many! To name just a few … The constant change as new technologies emerge. The fact that no one day is the same as the next. Seeing the environment grow – both in terms of new representatives of the industry, as well as audience growth and ultimately the opportunities available to brands.
digiVOX: If you absolutely had to choose between having smelly breath or stinky feet, what would it be?
Mitchell: It would have to be smelly feet. I talk too much to risk a smelly breath, and I can always hide my feet under the table!
digiVOX: Complete the sentence:
- My biggest talent is… digital marketing and raising two amazing sons. I figure if I can successfuly raise two boys and help them grow into amazing young men, I can pretty much accomplish anything! And of course, my passion for digital marketing is evident to all who know me.
- My worst attribute is… impatience! Hence my passion for digital … speed! Hmm, probably the reason why I keep getting speeding fines too!
- I cannot live without … my cell phone, my laptop, and an accelerator pedal that goes through the floorboard!
digiVOX: What do you do for fun / to unwind?
Mitchell: I love to read, and consume copious amounts of magazines and books (online ones too!). When I feel the need to break away from things, I love the freedom and tranquillity of the outdoors, or a mindless good movie to unwind. The most fun I have however, is usually with my teenage sons. They really do provide me with a good excuse to behave like a teenager myself 
digiVOX: In your opinion, what is the one digital marketing campaign that stands out from the rest?
I’m afraid I have to be biased here. It was a campaign digiVOX ran for iBurst, aptly entitled, “Dial-Up-Is-Dead”. It was truly ground breaking. Most importantly … it delivered great results. Too often campaigns are judged on their creative design. The most important thing to remember however, is that even the dullest looking creative, can deliver the best results. It’s crucial to bear the consumer journey in mind - provide a compelling offer, and make it easy to convert.
digiVOX: How would you describe the consumers in the “Attention Age”?
Mitchell: Fickle and fragmented. Multiple channels can be consumed simultaneously like no era before. Consumers expect, and demand. It’s a challenging time for marketers to break through this clutter and ultimately achieve conversion and brand loyalty.
digiVOX: Do you ever worry that a solar flare could short circuit every electronic entity in the world and make your line of work obsolete?
Mitchell: Ummmm… honestly? No. There will always be enough great minds to make a plan!
digiVOX: Any predictions for what’s next in the online world?
Mitchell: Mobile, mobile, mobile. It really is becoming the “life in your pocket” channel, which merges multiple channels into one. In a country with such high mobile penetration, it really is a channel that’s waiting to burst into life for marketers and the opportunities are vast.
digiVOX: What would make you join a particular Facebook Page? Follow a Twitter account?
Mitchell: Being one of those demanding consumers in the “Attention Age”, there has to be something in it for me: Informative, educational, and newsworthy. I really don’t want to read about what people had for breakfast, or what colour underwear they’re wearing!
digiVOX: Which Facebook pages and/or Twitter accounts are your favourites?
Mitchell: memeburn, TechCrunch, mashable, MrsStephenFry, Mindfullychange and of course, digiVOX!
digiVOX: Any advice for those considering investing in online marketing?
Mitchell: Partner with a digital agency that truly shares your vision, understands your objectives, and has the ability to report back on whether the objectives are being met through a combination of expertise, experience and technology. Work with a team that will constantly strive to assess and improve results. Don’t be afraid to ask questions – majority of us in the digital industry are quite used to educating and sharing knowledge, and more than happy to do so!
digiVOX: What is one thing that most people don’t know about you?
Mitchell: Oh oh, give away ALL my secrets? Not a chance 
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[...] the people. One in particular comes to mind. The Grand Lady of the Internet industry in SA, Andrea Mitchell… She has a vast amount of experience and no matter what anyone says, she’s still the [...]