European Business Association 1 floor, 1a Andriyivsky uzviz,

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
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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
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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
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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:
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This is the invasion into personal space (You should not invade you should
integrate into it);
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It is necessary to know how the consumers behave online;
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Don’t know how the sites work, don’t know the usability (the site should be
simple with easy navigation and less popups);
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The feedbacks are too quick (it is essential to communicate with clients and do
it on constant basis);
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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);
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It’s hard to calculate the effectiveness of the investments;
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More than 40% of accounts is social networks are fake and it is very difficult to
know whether you are reaching your target audience;
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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.
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European and international businesspeople working in Ukraine
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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”
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Listen to your consumers, to need to conduct researches
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Involve people
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React when they address you! All the messages should be responded to but for
offensive one!
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Offer promos, and special offers.
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Make conclusions
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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
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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
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