Have you heard the phrase "advertising is the engine for sales"? This phrase exists for a reason—advertising emphasizing the advantages of products and services is the reason they gain popularity among customers. Associate Professor of the Department of Journalism, Advertising and Public Relations Irina Lychagina and Deputy Director of the Institute of Media, Social Sciences and Humanities and Head of the Office of Marketing, Branding, and Strategic Communications Anna Cherednyakova spoke about the advertising trends of 2023.
– Could you please tell us what the advertising market looks like currently?
– The advertising market is currently facing a serious reduction in general turnover and the shuttering of the most popular advertising platforms. In 2023, many companies and brands prefer longer and more well-thought-out partnerships with bloggers over one-off advertisements. Integrations with bloggers are practiced not just on social networks but also on different platforms like YouTube and Telegram. SEO marketing remains in demand as it helps companies reach their potential audience. Everything related to loyalty programs and partner marketing systems remains relevant. Programs offering rewards for recommendation, where loyal customers of a company/brand/product refer new customers, are gaining popularity.
– What other platforms and tools for promotion are relevant right now?
– Since certain advertising channels have become unavailable, other non-obvious platforms such as Telegram (which is turning into a full-fledged social network) have become an effective tool for marketing. There are two main methods of promoting your product: the first is to send advertising messages to the target audience; the second are contests, advertising integrations, live broadcasts, and challenges. Events are also still relevant, and can also ensure media attention if they go viral. The role of Advanced TV is also growing. ATV is television that provides customized messaging and data targeting (similar to digital advertising) to a specific segment, device, or consumer.
– Why is the advertising profession so relevant?
– This profession is very unique and multifaceted, and specialists in this field must react to all changes; they don't just react, they are a "litmus test" for the changes that occur in the socio-economic and sometimes even political space. As trends and the development of modern society change, so do advertising technologies, which gives us a unique opportunity to realize the most ambitious plans of our students and graduates. If we consider modern production, we see that despite the high level of automation, a large number of people are involved, including those who provide information support: HR departments, GR departments, and large marketing and advertising departments. This explains the relevance of this profession in today's market.
– What skills should an advertising professional have?
– Today, when information and communication have come to the forefront, it is most important for an advertiser to build communications correctly and to bring information about goods and services to the end consumer. A modern advertising specialist should be fully immersed in the Internet space and actively use new communication channels. This profession requires a high level of flexibility and adaptability to the outside world, so specialists gain good psychological stability.
We invite applicants to enrol in the Department of Journalism, Advertising and Public Relations of the SUSU Institute of Media, Social Sciences and Humanities. Choose your preferred program!