UADIGITALS-2019: interviews with speakers. Iryna Mushtina

What trends emerged in the digital sphere in 2018? What new products have you successfully used and what have you abandoned?

Mobile First - by this I mean not only a term for SEO, but a different approach to the positioning of digital projects on the Internet. According to our statistics, organic mobile traffic on some sites, including retail, is more than 80%. The jump happened last year. Now, when developing websites, especially online stores, we even start thinking about the structure, design and layout from the mobile version. And then we develop a version for desktop computers. Back in 2017, it was the other way around.

What was the most challenging case of the past year? How did you solve it?

Over the past year, I would mention two cases. TravelPost is a delivery startup, and we were engaged in its positioning and creative market entry strategy. It was very ambitious in the face of such monsters as Ukrposhta and Nova Poshta. However, we managed to do it successfully thanks to a combination of a non-standard creative approach and effective promo. And the second is the digital promotion of the KIA car dealer, when, operating on a limited budget and without increasing it, we managed to increase conversions - car test drives by 1300%.

How do you think the digital advertising market is changing in Ukraine and globally?

It is changing for the better. Seriously. Many companies are reconsidering their attitude to digital, and this channel is becoming the primary one in their communication. The same applies to the development and construction of their own channels and platforms. For example, an online store is now treated as seriously as a full-fledged offline business - starting with the description of business processes, architecture, automation, and then beautiful convenient packaging and analytics. After all, if you do the math, investments in such an online business return much faster, they are more predictable, they can be more accurately calculated and more flexibly managed.

What skills and specializations will be in demand in the coming year?

Project management. An effective Project Manager is the most important team member. He will now also have a challenge - to learn how to work with the growing up and entering the active phase of Generation Z. And they are definitely different. An ecological approach is also in demand. To people, to projects, to life. Values and a partnership position. This is important for team members and for any client/vendor relationship.

Your wishes to the participants of the advertising market

I would like to wish them what I wish myself - to accept that life is a continuous change. Do not wait and do not look for stability. Calmness is death (in this case, I'm talking about business). Constantly keep your finger on the pulse and move forward. It will not be easier, but it will definitely be more interesting!

The article was published on sostav.ua