An insight on Russian marketing industry:
Lots of newly-launched companies strive to sell “right here, right now”, so they promote their services via instant communication channels. Building their media strategy, they focus on larger presence in digital space to win more leads.
Traditional advertising develops the brand’s attributes. It performs in the long term, spiking the basic brand indicators: awareness, customer loyalty, perceived quality and brand values. All these things convert to sales & and brand cost growth. However, clients who have grown within the frames of digital KPIs are in constant search of ways to measure conversion of brand achievements to leads. It is a challenge, since the number of digital-native clients is increasing. Technologies of offline digitalization are not catching up.