IPM Business School: “Explosion Wave of Marketing” – most recent global trends
On May 29, IPM Business School held a conference in Minsk called Explosion Wave of Marketing. The purpose of the event was to update Belarusian marketing specialists on the latest global trends. Allister Frost, founder and director of the consulting company Wild Orange Media Ltd., Best UK Speaker 2013, was the keynote speaker. In his speech "The future of marketing in a world of uncertainty", he spoke about the latest trends in digital marketing, new tools for leading marketing specialists and what the global business would face in the future.
The conference was targeted mainly at marketing specialists and managers familiar with the basic marketing concepts. This time, IPM Business School offered them the latest practical knowledge. The information is so fresh that it has not yet been recorded and published in the form of books.
"We used to study marketing from the books by Philip Kotler and other famous authors. However, life is changing so rapidly that the tools which worked in marketing yesterday may be useless or may give a different result today. Belarusian marketing specialists need knowledge that would help them adapt to these changes," said Oksana Knyazeva, Marketing School Director of IPM Business School. She said that they had managed to invite Allister Frost to the conference thanks to the cooperation with the Royal Institute of Marketing (CIM, UK).
The conference program was compiled so that the speakers complemented each other. The task for Belarusian speakers was to present the latest marketing tools that had been already used by domestic companies, and to analyze which ones work in Belarus and which ones don’t. In particular, Victor Novochadov, Director of Game Stream (Wargaming.net development studio), shared the secrets behind the world’s most popular on-line game World of Tanks: what marketing specialists and developers had done to make more than 75 million people around the world play Belarusian tanks.
The task for the other speakers - Natalia Krashevskaya, General Director of Interfax- West News Agency; Maxim Poklonsky, marketing and sales advisor; and others, was to tell how to use new marketing techniques so that they would not become simply an attempt to pay tribute to fashion, but really worked towards the result.
Conference was designed in an unusual format - the format of a dialogue and discussion when participants could argue with the speakers and exchange their views about the effectiveness of advanced marketing technologies. In addition, the organizers decided to fill coffee breaks and pauses with helpful professional discussions. This helped to establish useful professional contacts and develop a network of professional links.
"New approaches are really mind-blowing and change our understanding of marketing. That's why we chose such name for the conference and set the task to tell the participants how marketing specialists can stay on the crest of this wave," says Oksana Knyazeva.
