- What products did you use most often in communications in 2022? Is this assortment similar to what was in 2021?
- There are many factors in choosing products for communications. These are certain business indicators tied to each product. And the most
important thing is the ability to give customers the best price for this product in all regions of communications. Of course, we, understanding which segments of our guests watch TV more, and which live on the Internet, give communications about the best price for certain products in different media. People's needs do not change over the years, accordingly, the set of products for communications is also the same.
- What are the advantages of neuromarketing over a regular focus group survey?
- This difference is like in the joke about the measurement and the survey. A focus group is a declared thing, while a neuromarketing study is a measurement of emotional reaction, concentration, speed of concentration, etc. For example, a focus group will not answer the question of which area of the banner a person managed to fixate on at a quick iran mobile database glance or what exactly irritated him: small font, large logo or yellow background color. The camera records the slightest changes in a person's facial expressions, and the specialist compares this change with the place of unconscious fixation of the gaze. In fact, what we do not realize or cannot express in words can be understood as a result of a neuromarketing study.
The next speaker was Anastasia Medvedeva, head of the online advertising and PR department at VseInstrumenty.ru. She shared information about the main increase in audience that occurred after the closure of advertising platforms. As she noted, this was influenced by increased brand awareness and the formation of a community around it. Among the company's most effective cases was an eight-hour live broadcast on Black Friday, which was watched by 64,000 people at the time. The main insight of the test: the success of a stream depends on the quality of its promo.
Anastasia Medvedeva, Head of Advertising and PR Online at VseInstrumenty.ru:
- How do you attract subscribers to your communities? How do you motivate users to subscribe to you?
- The first and most important component is content. The majority of subscribers come to us specifically for it. We pay special attention to content strategy. Key characteristics:
The content must match the format of the platform where we make it (if short videos are accepted, we make short ones; if it's YouTube, where it's accepted to watch long videos, we make them exactly like that). We always look at the target audience that is on the platform and create content for it.
We follow the trends of each individual platform, analyze, train our observation skills. We try to make our publications in accordance with them.
We make our content unique and expert. The information we provide is unique. It is something that a person will most likely not be able to find elsewhere.