Trends for 2024: Big data, omnichannel, and tailored approaches

At the Mediarkania conference hosted by Group4Media, Ekaterina Kutsyna, Director for Digital Platforms Development at Gazprom-Media Sales House, shared her opinion about market drivers, the significance of developing new products, and the company’s development plans for the upcoming year.

Below are brief descriptions of each trend:

Big data or data based on deep analytics can easily be considered the oxygen of the modern marketing.

Machine learning and artificial intelligence lie at the core of any modern technology company, making it possible to optimize processes, control efficiency, and deliver predictable outcomes.

Omnichannel is a combination of traditional and new digital channels. Today it is very important for an advertiser to accompany the client throughout the entire journey. And the balance between branding and performance tools becomes obvious in the context of building a brand and making a profit here and now.

A tailored approach is founded on deep engagement with the target audience. Numerous foreign and domestic studies confirm that user behavior has changed significantly. We have become more aware and attentive to our emotions, and users have begun to pay more attention to creative content. As a result, audio and video streaming services with high-quality content, as well as user-generated content (UGC) platforms, are in particularly high demand.

It is important to note that in 2023, the entire industry was focused on the building the foundations for a new digital era.

As a leading player in the domestic market, Gazprom-Media Sales House is aware of its responsibility and offers effective tools to meet a full range of advertisers’ objectives and plans to expand its expertise in the coming year.

Ekaterina Kutsyna

Director for Digital Platforms Development at Gazprom-Media Sales House

Our main focus will be on the development of digital platforms. We see this as a synergy of three components: audience, creators, and advertisers. We are investing in the development of content creator who produce great content. The content, in turn, attracts the audience, and the audience provides more opportunities for advertisers. Thus, we initiate a perpetual motion machine that drives the entire market.

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