Digital marketing in the offline economy
Online marketing expenditure in Russia has almost risen to the level of TV ad spending, but not quite, while the largest advertisers make their earnings through offline sales and have little faith in digital promotion. The only way to change their minds is with online2offline technologies, which connect internet advertising with sales in brick-and-mortar stores. But the technologies are not enough on their own. Retailers are accustomed to working with reliable information, so the participation of providers of precise data is also needed – banks and telecommunications operators, which last year entered the marketing sector, where previously they did not play such a role. Roman will talk about how the approach to marketing and budget planning is changing, and how to use the new solutions in business.