The fourth SMB Knowledge Transfer: Insights that will shape the future of marketing

On November 6, the fourth SMB Knowledge Transfer event of the year took place, featuring two panel discussions in a battle format, along with a case study focusing on common communication mistakes that cost businesses money.

 

Panel Discussion: “What are the Key Marketing Components that will Generate Leads Instead of Likes on Social Media”

   

During the discussion, RozetkaPay CEO Oleksandr Lapko and Head of Marketing at UKRSIBBANK BNP Paribas Group, Marian Khomyn, emphasized the importance of standing out in a saturated market. They highlighted the need to find a niche and differentiate through clearly defined value propositions for customers. The panel was moderated by Andrii Myroniuk, founder of Myroniuk Consulting.

 

Key takeaways on increasing margins without discounts included:

• Understanding customer needs means that likes won’t prevent you from getting leads.
• Dumping grabs attention but fails to work in the face of serious competition.
• Market research is essential to identify the interests and needs of the target audience.
• Creating value for the product is vital.

 

On standing out in a crowded market:

• Building trust-based relationships with customers results in higher long-term revenue.
• Differentiation from competitors must be clear to customers, turning it into a significant advantage.
• Making bold decisions that set a business apart is crucial.

 

Why Marketing May Not Drive Revenue?

• A lack of clear goals and adaptability.

• Ineffective marketing is focused only on “likes” rather than actual customer needs.

• Marketing should be planned and based on analytics.

 

Panel Discussion: “The Future of Media Analytics: How AI Transforms Data Processing”

   

Kateryna Lyashenko, Head of Marketing Research at Havas Media Ukrainee, and Artem Skrypnyk, CEO of FAVBET Tech, discussed the use of AI in social media data analysis and marketing investments. The panel was moderated by Kateryna Gordiienko, VP of Customer Success at YouScan.

 

Benefits and risks of using AI in social media data analysis included:

• AI optimizes work by automating routine tasks and reducing human error.
• AI systems require training and continuous improvement, which demands resources and time.
• All AI-generated decisions need oversight to avoid mistakes.

 

Why is it worth investing in AI for marketing?

• Investing in AI is more than just a trend, it’s a long-term strategy enabling businesses to work effectively with data and make informed decisions.
• AI has the potential to be a “game-changer,” but it requires significant investment in development and support.
• Not all businesses are ready to implement AI, so assessing your company’s readiness is crucial.
• AI helps businesses quickly respond to market changes, identifying new trends or crises and responding promptly.
• AI is a tool that delivers results through a synergy of expertise, technology, and business understanding.

 

After the  panel discussions, attendees received a bonus case study led by Maria Myroniuk, Strategy and Creative Director at Myroniuk Consulting, who noted that a communication strategy is an extension of a brand’s global strategy. She outlined five common communication errors:

1. Blurred target audience.
2. A need invented in the office. 
3. Lack of audience insight.
4. Absence of a common language with the audience.
5. The absence of the brand itself.

    Thanks for joining us! SMB Knowledge Transfer Offline MeetUp was organised by IT Ukraine Association. Bank Partner—UKRSIBBANK BNP Paribas Group. We would like to thank SoftServe Ukraine for the great location for this event.   Missed it? You’ll have a unique opportunity to join this year’s last SMB Knowledge Transfer to be held in an expanded and free-of-charge format on November 20 on the “Sales Evolution: Modern Challenges for CEOs” and “Capturing New Markets: Strategies and Approaches” main bloc topics.   Free-of-charge registration is now open: SMB-KT-20Nov2024-Register. Get all the details tomorrow!