PHILIP GUROV SPOKE ABOUT CURRENT DIGITAL TRENDS

Probably the most entertaining part of studying at the Faculty of Advertising and PR is provided by workshops held by professionals. This year Philip Gurov, the creator of an agency that deals with PR projects in IT, was the one to start our series of workshops.

DON’T BE AFRAID OF TERMS

Thus, omni-channel feature means that a client can communicate with a company in any way he or she prefers to: by phone, social media, messengers, or through a website’s chat. He or she can easily make any kind of purchase there.

Gamification means using tools that can attract a user to play, for example, Happy Farm or Fortnite further. Game industry provided such terms as ‘points’, ‘raitings’, and ‘leader board’, for business and even education.

The speaker also mentioned such an important trend as ‘Internet of things’.  ‘Smart’ kettles and fridges (and also industry devices) connected to the Internet and completely independent from humans make more than 25 billions! The experts say that this amount will increase twice by 2020.

How do these trends affect a profession of a communicator?

Nowadays it’s not the people who make our target audience but Yandex or Facebook algorithms. A modern manager should know how to use digital channels to reach success. Using game mechanisms will help hold a promotion action or manage collective work more successfully.

Eugenia Kashirskaya, third-year student, the Faculty of Advertising and PR:

‘We know trends described by Philip Gurov very well. We try to use them in our ‘Agency for Relevant Communication’ very actively.’

Roman Kozlov, dean of the Faculty of Advertising and PR

Translated by Irina Nikishina

29.09.2018
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