Michelle Urwin
VP Marketing
Welcome to the next installation of our “5 Questions With…” series, where we sit down with our K in the Park speakers and get their take on some of the latest digital marketing trends ahead of the event.
This time, we sat down with Tatiana Kalinina, Business Development Director at Yandex.
1. What do you see as the top trends that marketers should embrace in 2018 and beyond?
Having a single eco-system for all your digital needs. One that is not only cross-platform and cross-media but that can also bring the offline efficiently and measurably into the fold.
Having a complex product mix also requires a complex attribution, thus moving away from the celebrated ‘last click’ to custom multi-attribution models that are most fitting to your specific funnel.
At Yandex, we are honouring this shift by having variable attribution models in our Yandex. Metrica Analytics solution that can be connected to our bidding algorithms as well as a whole series of cross-device reports.
2. What technique or strategy do you believe is less known or underestimated in the market but highly effective?
As search engines and platforms are introducing more A/B testing in their layout to employ a vast array of data to show the most relevant and efficient result to each end user, the advertiser can also benefit from this once they are given more insight on the testing.
Thus at Yandex, we are making the search layout variations and stats public to the advertisers so they can use this insight as an opportunity for not only enriching their ad formats but for more intelligent bidding.
3. What is the best advertising campaign you have seen in the past few years (digital or not!)?
The only ads I see on TV are of ‘drama sponsors on Channel 4’ so I can commend Lexus for their elegant old school visuals and promoting European cinema in the UK.
Back to our world of digital, I had my proudest 2018 moment of Yandex when the Special Projects team won this year’s Webby Award with Project Everest.
It takes you on a live journey of the ascent of Mount Everest, the Earth’s highest mountain while promoting some enticing qualities of Toyota.
4. Tell us one surprising stat – it can be from marketing, life, anything interesting…
An average person watches 200 minutes of online TV a day while only 19 minutes a day reading a book…in Russia.
And the UK figures are not far off!!
5. Was there a book or a person that inspired you?
David Bowie – he was larger than life, rock ’n’ roll & ahead of his time!
Much like the Tech players need to be 🙂
You can connect with Tatiana on LinkedIn and if you are eager to hear her speak, come to our KITP event on 5th July 2018.
Register HERE
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