What kind of advertising should there be in a country where a war has been going on for 1.5 years?
You need to use messages that meet people's expectations and values.
Advertising is never outside the context of what is happening in society; on the contrary, it reflects the trend of our lives.
Many companies, unfortunately, try to "hype", so today we often see advertising that uses the war as the biggest trigger or Ukrainian aspects and turns advertising into "sharovarschina".
But this is not the way singapore cell phone number list large companies build their positioning and brand. It is important to support pro-Ukrainian and patriotic sentiments, but only if the business activity is in tune with these sentiments. There should be a mix of a long-term plan in the company's strategy with the values that the state, clients and the company convey.
Read also : Demarketing, the ideal Customer Experience strategy and social responsibility. A candid interview with OKKO SMO Vasyl Dmytryvyi
How to be in the context of events? What methods do you use to always stay in the information field?
Conduct regular research. The more often, the better. This allows you to track the dynamics, better understand the new audience, its fears in the segment, the perception of the company as a whole, how best to communicate so as not to cause hate.
We conduct research using in-house tools to study the existing audience and external contractors to analyze those who are not yet our clients. In addition, it is important to follow trends, be aware of innovations in the industry. If necessary, adapt the marketing and communication strategy.
Also, don't be afraid to experiment. At the same time, remain honest with customers and ensure transparent communication, listen to their feedback, answer questions, solve problems and provide support, which will help maintain loyalty and interest in the brand.
On cooperation with influencers and the development of influencer marketing in Ukraine
Do you involve influencers in collaboration? If so, what results have you already achieved?
We divide influencers into two types. The first are influencers who work well with a large number of views, have a large audience and work on brand awareness. The second are niche ambassadors. These are influencers who are experts in a narrow industry, for example, sports commentators, players in certain disciplines. In this case, it is not about coverage, but about attraction. Therefore, when working with different groups of influencers, we use different KPIs and approaches to work.
Five years ago, the results of cooperation with influencers were much better, and their services were cheaper. Now it has become more difficult to work with opinion leaders, because there are many of them, but their audience does not increase proportionally. There must be organic integration between the brand and the influencer.
Can you name the pros and cons of influencer marketing in Ukraine compared to the world?
Among the advantages are affordable prices, the development of micro-influencers with a specific target audience, which is considered an effective tool for small businesses. Also, influencers in Ukraine have a wide audience in different social networks, which allows them to adhere to different media strategies and attract target audiences from different sources.
The Ukrainian market is growing rapidly in terms of professionalism. We can adopt practices from Europe and the US and implement them ourselves, there is an opportunity to avoid mistakes.
Among the disadvantages, the main one is insufficient regulation at the legislative level. In Ukraine, there are no clear regulations governing influencer marketing. There is a small percentage of influencers who have the right to conclude an agreement at the legal level. This raises the question of honest payment of taxes, which is an important criterion for large companies. In the American and European markets, this issue is more structured than in Ukraine, unfortunately.
It also affects the ambiguity of the results. Influencers do not actually bear any responsibility for the content they create. This complicates the evaluation of the effectiveness of such campaigns due to the lack of standard metrics, the decision-making process for budget planning.
Also among the problems associated with the war is a significant decrease in the audience of bloggers and in the country as a whole, which leads to a decrease in the number of active subscribers and, accordingly, money in the industry.
How do you see the solution to these issues?
To prescribe the rules and conditions at the level of state legislation. So that everyone who is active in social networks is considered an influencer. He is obliged to conduct activities legally and pay taxes. Without this, the market will not develop.
Or there is another way out, when influencers sign an agreement with marketing agencies, which take on all obligations as an intermediary and resolve issues of finding partners, taxation, payment for services, etc.
How to build long-term cooperation with opinion leaders and find “your” people?
First of all, you need to define the goals - increasing brand awareness or attracting new customers, promoting the product. The basis for successful cooperation is research. Among the key points of cooperation for FAVBET is an understanding of which famous people, what level of trust inspires in existing or future customers. We find common points on values, how they correlate with the vision of our target audience of this influencer.
Interview Favbet
Read also : Advertising with Ukrainian Instagram bloggers - all about the cost, formats of cooperation and benefits for the brand
How to evaluate work with an influencer? At what point in the collaboration is it best to do this?
The evaluation of work with an influencer varies depending on specific metrics. We take into account general criteria, in particular, the influencer’s audience acquisition and interaction with it.
It is important to evaluate the influencer’s authenticity. The values, style, and messages should be consistent with the company’s goals and not raise doubts.
We analyze cooperation approximately once every two weeks or once a month.
If we talk about effective influencer marketing, what share of the overall advertising budget does this area take up?
In general, FAVBET marketing consists of several areas:
Marketing for sports activities with football clubs, brand ambassadors, famous athletes.
TV advertising, broadcast sponsorship, outdoor advertising, radio advertising, BTL events ( below-the-line is an advertising industry term that includes promotional campaigns, direct mail, exhibitions, etc. – editor’s note ).
Creative development, production, research.
Online, which includes SMM, influencers, media advertising. Influencers account for 20% of this part.
Trends and tendencies of the world and Ukrainian market in the future
What marketing trends does FAVBET use in its work or are you planning to try?
All interesting trends come from Western Europe and the USA. But they need to be superimposed on the company's positioning, its strategic development and vision of the future, mentality.
There will always be new tools. It was hard to predict that Telegram would grow so much over the last year. However, this is only a tool that we are actively using now. I admit that in a year it will be completely uninteresting, people will start to unsubscribe after the end of active hostilities.
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ChatGPT is also one of the services that came on the hype. We work with artificial intelligence, but it will take at least several years before this tool enters the mass market.
What trends or tendencies in marketing will prevail in the near future?
The main trend is speed. People quickly move from Twitter to Instagram, TikTok. A person cannot focus on one event for more than 3-4 seconds. The trend will be to provide users with content that will be potentially interesting to them. In the future, companies will use marketing budgets to influence the integration of information about themselves into the content that people will like.
There are also several potential trends that will dominate in the near future, including video, streaming, AR and VR. These technologies open up opportunities to create unique interactive experiences, artificial intelligence and automation help to better understand the audience and personalize communication.
In general, I advise you to keep your finger on the pulse, follow trends and borrow those that correspond to the
Interview with FAVBET about marketing
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