European Business Association 1st floor, 1a Andriyivsky uzviz, Kyiv, 04070 Ukraine Tel.: +380 44 496 06 01 Fax: +380 44 496 06 02 FOR EBA MEMBERS ONLY EBA Marketing Committee 21 September 2011, 17:00 – 19:00 EBA office, 1st floor, 1A Andriyivsky Uzviz Topic: "The trends of Internet Marketing. How to plan your brand online communications?" Agenda 1. The modern development of marketing communications which processes have made the digital marketing topical? 2. Main trends in Digital Communications development what should be expected in the future? 3. What should be considered while planning on-line campaign? 4. Evaluation and optimization of digital communications efficiency. 5. Q&A session. Guest Speaker: • Vsevolod Krutko, Business Development Director, Hepta Group Ukraine List of Participants # 1 2 3 4 5 6 Company Name ART Capital Group AsstrA Associated Traffic AG Consulting Company “Dymov & Partners” Consulting Company “Dymov & Partners” Edipresse Ukraine Edipresse Ukraine Natalia Khrustalyova Evgeniy Shynkarenko Kateryna Tarakanova Yulia Fedik Elena Kidon Svetlana Romashko The European Business Association is a non-profit organisation bringing together European and international businesspeople working in Ukraine 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Gryphon Investment Consulting Group Henkel Bautechnik Henkel Bautechnik Henkel Bautechnik Ukraine KNAUFINSULATION KNAUFINSULATION Kyiv Audit Group Laboratoire Innotech International MTI Company Nycomed, Representative Office In Ukraine And Moldova OK Internet OS-Direct OS-Direct Pharmasco Pharmasco Ltd OS-Direct Farmasco PUMA Ukraine Noerr Noerr Ruukki Ukraine LLC SIXT rent a car Ukraine Ukrainian Journal of Business Law Yuridicheskaya Practika Publishing Tatyana Chirgun Natalia Tarasova Yaroslava Dotsenko Olga Stoupina Nina Lomakina Polina Gurniak Oksana Karpinskaya Eugene Gorelikov Yuliya Scherbaneva Igor Oleksyuk Alex Bates Ksenia Ejhler Yulia Kevish Igor Litovka Tatyana Shurygina Aleksandra Govoruha Vyacheslav Koshtura Pavel Kolesnik Nataliya Kryvytska Elena Potebnya Kateryna Lysiana Oksana Semeniuk Olga Usenko Eugenia Ruzhentseva Minutes: The committee members were welcomed by the Committee Coordinator, who also presented the Speaker Mr. Vsevolod Krutko, Business Development Director, Hepta Group Ukraine. At first Mr. Krutko made a short self-presentation and gave a brief overview of the Hepta Group Ukraine and its activities. The speaker distinguished the terms digital and Online. As online is everything that is going on in the Internet and Digital is not only everything that is online but also mobile apps and all that can also operate offline. The European Business Association is a non-profit organisation bringing together European and international businesspeople working in Ukraine 2 According to TSN research have shown the growth in the Internet supply fourfold while the TV have stayed on the same level. Now people trust the Internet more than TV and the press. The AIDA (Attention, Interest, Desire, Action) doesn’t work anymore as well. A new segment was added, After, the attention was drawn and it created interest, a lot of people start to surf the web in order to get more info on the product and get feedbacks from people who already has this product. Once the info collected is positive, it generates desire and provokes to action. Though, some companies do not wish to advertise their product and services via web. The reasons for this are: - This is the invasion into personal space (You should not invade you should integrate into it); - It is necessary to know how the consumers behave online; - Don’t know how the sites work, don’t know the usability (the site should be simple with easy navigation and less popups); - The feedbacks are too quick (it is essential to communicate with clients and do it on constant basis); - Impossible to control negative feedbacks and massages (the moderation is important, the unreasonable negative feedbacks should be disregarded and the others should be accounted and provoke actions and development from your side); - It’s hard to calculate the effectiveness of the investments; - More than 40% of accounts is social networks are fake and it is very difficult to know whether you are reaching your target audience; - Lack of qualified digital-professionals. As for the trends: Trend #1 “The world is controlled by user” The consumers have no time, therefore the site should be easy to navigate, fitted for the consumer, easy to find. The European Business Association is a non-profit organisation bringing together European and international businesspeople working in Ukraine 3 Trend #2 “Devices and gadgets” The company should consider fast development of the technologies. While developing your website make it user-friendly not only for PC’s but also for mobile devices! Trend #3 “Mobile access” The mobile access to internet is grooving and it should be considered. Therefore, mobile website versions and mobile apps is a must for business. Trend #4 “Gamification” Using a simple mechanism of communications with customers and offering some king of interesting reward. Trend #5 “Communication is the main entertainment” Social networks are the most important instrument of the communications with your clients. Trend #6 “Social CRM” - Listen to your consumers, to need to conduct researches - Involve people - React when they address you! All the messages should be responded to but for offensive one! - Offer promos, and special offers. - Make conclusions - Optimise your site and communication on on-going basis. Social success of the brand is not the number of fans but the number of feedbacks you receive. It is a great platform for your target audience research. Trend # 7 “Content rules the world” The European Business Association is a non-profit organisation bringing together European and international businesspeople working in Ukraine 4 Your content should be interesting and original! The more reposts of your content the higher your site is in the web search. Photos and videos are the must to share. They create more interest than plain text. Once your content is interesting you can earn media (not only press or tv but also placement of your links in the internet) therefore you need to work on creation of interesting content. You should also consider the fact whether you need to communicate with your consumers/customers? If you are not customer orientated company you do not really need to go online. The content of the site or any communication channel should be updated on a daily basis! Otherwise, it won’t be effective. The participants had a chance to ask additional questions. For full details please see the presentation. Prepared by: Tetyana Korchynska PR and Marketing Committees’ Coordinator The European Business Association is a non-profit organisation bringing together European and international businesspeople working in Ukraine 5