Неизведанный маркетинг

Marketing is developing at an accelerated pace and has long had no national identity. However, the main driver for the implementation of advanced technologies remains rapidly changing consumer demand and the emergence of new communication channels. What used to be trendy a year ago is already outdated as a non-effective platform or found a new vector of development.

Fortunately, in the modern world there are still unexplored marketing promotion methods that one can learn from other countries. One of the modern trends is the shift of attention to China and its practices of communication with the consumer.

To unravel mysteries of brand building and become acquainted with groundbreaking directions in global marketing, the business edition of Vedomosti, with administrative support of the Market Entry Atelier and the Eventum Premo, will hold the «Unexplored Marketing» forum for the first time in Russia.

Focus of the discussion

• Vectors of development and new channels in global marketing.
• Visionary directions in the context of fierce competition. Marketing instruments that work and do not work in Russia.
• Comparative analysis of international and Russian marketing approaches.
• Digital marketing in brand promotion. Social networks as the first step toward localization.
• Cutting-edge trends in the production and promotion of video and TV-commercials.

Forum attendance: 200+
Representatives of leading international companies, Business owners, CEOs, leaders in marketing, advertising and PR managers of the largest Russian companies, top-managers of advertising, creative, marketing, and event-agencies; professional consultants and leading experts in the field will participate in the event.


AGENDA

09:30–10:00 a.m. Registration, welcome coffee

10:00 – 10:30 a.m. Open performance. Marketing in the Unexplored Market

Moderator
Alexey Zyuzin, CEO, Synergetic

• Practice of effective work in the unknown market.

Mark Zavadsky, Business Development Director, AliExpress in Russia and the CIS

• The unknown consumer: its features and the key to the heart.

Vladimir Marchenko, Head of project, Beijing Jinlu International Trade Ltd.

10:30–11:00 a.m. Coffee break

11:00 a.m.–1:00 p.m. Session 1. Leaders of New Marketing

Moderator
Igor Polonsky, Head of agency, Director's Cut

Special presentation. New Creative Marketing Approaches in China
Kathrin Guethoff, Chief Creative Officer, Serviceplan

Focus of the discussion

• Key trends in marketing and advertising in Europe and Asia. What international promotion methods work in practice in Russia?
• Contradiction theory as the driving force of development. How to promote a product in the environment of restricted communication channels and relentless competition.
• What advanced marketing models are chosen by international companies?
• Is it possible to win the love of a foreign consumer without leaving Russia?

Discussion participants
Dmitry Dmitriev, Director of Commercial Operations, Leroy Merlin
Alexey Giyazov, Marketing Director of Retail Business, Sberbank
Andrey Levin, Marketing and Development Director, Geely Russia
Ricardo Martin, Vice President for Marketing of Cosmetic products Russia, Ukraine and Belarus, Unilever
Anna Zakharenkova, Director for Public Relations, Sheremetyevo International Airport

1:00–1:40 p.m. Lunch

1:40–3:40 p.m. Session 2. Digital Marketing as a Global Trend

Special Presentation. The practice of digital-communication with the consumer
Pete Lyn, Managing Director, Co-founder, We Are Social

Focus of the discussion

• DM: what marketologists and customers are to expect and prepare for in the near future and over a 5-year horizon.
• Building long-term relations with the customer based on the social behaviour analysis – from theory to successful application.
• Big Data of a new level: user data and preference analyses, personalization, effective communication and monetization.
• Building visually-oriented offers as a key to the heart of a modern customer. Interactive presentation and other instruments of visualization.
• Social media marketing. How to influence trust and love to a brand by chat-applications and groups.

Moderators
Denis Komissarov, Head of PR & Digital Department, Eventum Premo
Alexander Shumovich, Partner, Eventum Premo

Discussion participants
Dmitry Artsyukh, Managing Partner, LeRu
Konstantin Bayandin, Director of Online Marketing and Pricing, Ozon.ru
Roman Kumar Vias, Co-owner, Qlean
Natalia Nikiforenko, Marketing & Event Manager, Cisco in the European Region
Denis Perepelitsyn, Head of Communications, SPB TV

3:40–4:00 p.m. Coffee break

4:00 –5:30 p.m. Session 3. Best Practices. Russian Brand Adventures in the Global Market

Focus of the discussion

• Promotion features in the global market. What works and does not work in practice.
• Clash with reality: specificity of the Asian market and interesting consumer characteristics.
• How to achieve brand loyalty and to assemble a team. What should be changed in the Russian approach?
• How to position a product and build communication in a highly competitive environment?
• Life hacks from a practitioner. Choosing a marketing agency: what are the main rules and what you should consider in advance.

Moderators
Denis Perepelitsyn, Head of Communications, SPB TV
Yulia Pohlmann, Partner, Market Entry Atelier

Discussion participants
Denis Chernobayev, CEO, Dodo Pizza China
Margarita Fedotova, First Vice-President, Russian Asian Union of Industrialists and Entrepreneurs
Lev Kassil, Ex-marketing Director, Yota Devices (brand YotaPhone)
Alexey Petrukhin, Producer, Russian Film Group
Elena Shifrina, Foundress, BioFoodLab
Olga Stepiko, Director, 33 Penguins

5:30–5:35 p.m. Break

5:35 – 6:05 p.m. The Speaker's Speech. How to Create Incredible Video Content
Jeff Pi, Partner, Studio Stare

– Visual perception takes the top lines of the best instruments for communication with the customer. According to the Demand Metric research, 90% of respondents point out the enormous growth of importance of video content in marketing and advertising, 76% of them use video for the social media, and 81% for the company web-site promotion. However, in Russia so far, the standard approaches of image formation and its translation still prevail generally. In the case of a special presentation, a recognized expert in video content, businessman, TV editor, composer, producer Jeff Pi will talk about:

• Why everything has changed and why it is necessary to look to the new trends of creating and presenting the content.
• What picture a modern consumer needs.
• How to influence your clients by video content.
• How to create successful advertising campaigns.

Moderator – Michael Elagin, Executive Creative Director, TWIGA Communication Group

6:05 p.m. – …Ending of the forum. Evening cocktails.