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Yekaterinburg marketers discussed new technologies and trends in the industry
Ural State University of Economics hosted a roundtable on «Marketing and Advertising-2017. Important Trends and New Technologies. » The list of participants included leading marketers of the city, owners of marketing services companies, and specialists engaged in marketing in large organizations. The moderator of the roundtable was Ksenia Arhangelskaya, Director for Marketing at ScienceFiles rating company, a business coach, and a lecturer at USUE Department of Marketing and International Management.
During the active discussion, experts were predicting market development trends for 2018 and were discussing technological novelties and work tools. According to the participants, the main trends are minimalism and digitization. This is largely contributed by two facts: «Generation Z» has entered a solvent age and people are actively moving to digital media.
Alexei Parfun, director of ACAR Ural, new business & PR director of Deltaplan advertising group, spoke about the main trends of the advertising market-2018: promotional consumption, customization, sociality, and others. «Previously, advertising was no more than advertising, its task was to sell. Now it creates some values. The fact that the advertising deals with social problems is very important,» he said.
A member of the Council of the Marketing Guild, director of AMG media agency Sergei Balakirev told about the need to digitize, «Everything is being digitized in this life. Our marketing is distinct from the western one that there they work better with BigData.»
Director for development at USTA Hotels Julia Yakunina spoke about 12 commandments of P4P concept (people for people), used in USTA Hotels: they help develop management in the service sector. All the gathered recognized an interesting cost-neutral marketing tool to be the opportunity to make gifts to visitors of hotels. Julia noted that all employees can give gifts: from maids to directors.
Alexander Artyushenko, SMM head at the advertising group Deltaplan, talked about trends and developments in the social networking market. In his opinion, the author’s content in social networks has completely won the brand content, and it results in certain consequences: the coverage is falling, and budgets for promotion are growing. The owner of Web2win company, a partner of TitanSof," Denis Sergeev supported the conversation and told how the features of promotion on various Internet sites had segmented the Internet marketing: «Experts are divided. It is difficult to find a person who could do ‘everything’.»
During the discussion of the case with «Larissa Ivanovna» restaurant, represented by the head of «Sokol Marketing» agency Konstantin Markelov, the participants of the roundtable came to the conclusion that people confuse SEO and SMM. «Therefore it is should be a complex approach to promotion,» Konstantin summed up the topic of discussion.
Tracking the market trends is an important part of marketers’ work. Participants of the roundtable exchanged views on advanced technologies and methods for solving marketing problems.
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