Eight trends from the stars of Internet marketing Runet
Recently, well-known IT specialists in Moscow and St. Petersburg (Sergey Kotyrev, Leonid Rumyantsev, Ilya Poyarkov, Alexei Morozov and others) took part in the conference “IncomeConf II Effective Business on the Internet” in Pushkin near St. Petersburg. When discussing topics relevant to the Runet (search technologies, affiliate programs, startups, traffic conversion ...), professionals recognized in their field expressed a number of opinions that reflect the main trends in the development of modern Internet marketing, on the basis of which, we identified the most striking business trends in modern Internet:
1.Offline communication is one of the driving forces of online. The publishers of the new Terminal.ru magazine believe that online today is at a stage of development when successful growth requires an influx of people and information from outside. “Collaboration and the exchange of information outside the Internet ensures further growth of the industry and a high level of income for everyone,” Roman Domorenok, editor-in-chief of Terminal.ru magazine, appeals to readers. The main audience of the magazine, which publishers are counting on, is those who do business on the Web.
2. Use original content. The editor-in-chief of the PerevodBy project (Online Translation Services) Leonid Storcheva advises filling sites only with original content: copywriting, rewriting, user-generated content and transferable. Customers copying a foreign language text do not need to be afraid of foreign copyright holders: the translated material is a new independent text, which means original content.
3. The main threat to contextual advertising is the click of advertising budgets.
“Do not click where you don’t need to!” Alexey Morozov, the head of the special department of the Begun company, urged the conference participants. According to Alexey, the advertiser suffers the most from untargeted clicks (inefficient spending of advertising budgets). The affiliate programs are the second to fall (reputation is falling, budgets are falling), followed by Webmasters, and ultimately the market as a whole, capturing designers, programmers and copywriters ... There is no panacea for the clicks, but, for example, “Runner”, as he said Morozov, boasts a three-level system for checking traffic: online and offline filters, as well as manually.
4. Link exchange - saving time for the optimizer and the ability to earn money for the Web-master.
It is in this sequence (in order of decreasing the number of users) according to the analysis of the market for buying and selling Runet links conducted by Armee (a well-known optimizer) that the main players are located:
Referring to the west, Armee notes: “It's hard to imagine the link market to die. In the West, you often can’t do without buying links, despite the emergence of new search engine filters. And a certain number of requests, in principle, is difficult to promote without links. " Optimal placement, according to Armee: 3-4 links to a page, not more than 30% of the site’s pages.
5. The future belongs to the domains of the dog.rf type. So says Ilya Poyarkov, domain investor, coordinator of the DNDialog.com project. In general, as Ilya notes, it is difficult to analyze the Runet’s domain market - cybersquatters are in no hurry to report the amount of transactions, fearing a tax burden. Unlike the West, where domain sales are carried out by auction, and DNjournal.com maintains weekly charts.
6. Provocateur on the forum - the key to the activity of visitors. “Devil's Advocate” advises starting on forums to generate communication activity Nikita Gurbashkov, PR-manager of the LiveIdea.ru project. This is a kind of “decoy duck”, a person who, with his ambiguous, even aggressive comments, will “stir” users, causing violent emotions of forum users, and, therefore, increase interest in the promoted site.
7. Social networks can make money on puzomerism. So calls Leonid Rumyantsev (studio Usabilist.ru) the desire of people to be better than others. Leonid cited dating sites as an example, where 80% of the profit is paid for the first positions in the ranking and the first places of the show. In general, according to Leonid, monetizing a social network must be extremely careful. The more accurately this happens, the more painlessly the community will take it, the more profit the site will bring. The quieter you go, the further you'll get.
8. There is a shortage of IT specialists on the labor market. Perhaps there was no second person at the conference who would be listened as attentively as Anastasia Efremova. Nastya, HeadHunter St. Petersburg marketing and PR manager, raised the issue of “daily bread”. It turns out that employers, using the example of St. Petersburg, are ready to pay up to $ 5,000 to programmers, developers, Web-designers, engineers, analysts, technical writers, in general, IT specialists. True, technical directors at the same time not only lose in wages, but are also less in demand.
Some of these thoughts seem controversial, but for that they were expressed in the framework of live communication, so that people could discuss them in their professional environment. Therefore, if the objective of the conference was to meet people engaged in business on the Web, then it fulfilled it: someone found new partners, someone talked, someone had a good rest. Let's see how it affects online.