Latest Trends in Digital Marketing from the World-Class Expert

Especially for Global Business students HSE Nizhny Novgorod organized a guest lecture by Prof. Luiz Moutinho, one of the leading experts in Marketing, professor of BioMarketing and Futures Research. Prof. Moutinho's 3-hour lecture went by in a blink of an eye as the expert shared his 'radical ideas about Marketing' and encouraged engagement from the audience.

Luiz Moutinho, member of Ph. Kotler's team, one of the leading Marketing experts, founder of the Marketing Research Laboratory, professor of the business school at University of Dublin delivered a lecture on Digital and Mobile Marketing Trends for the students of Master Programs "Global Business" and "Marketing". 

The charismatic speaker caught the audience's attention from the first moments of the speech, enthusiastically discussing the current trends in marketing, mobile advertising, internet of things and big data. In the professor's opinion, Marketing now is first of all about technologies which can let us know everything about the customer - from their location to personal info, interests and social activity. Hence, the future of advertising lies in highly personalized value proposition, automatically adapting to the needs of various customers. At the moment it is hard to imagine that a billboard shows ads depending on who passes by and their mood or a customer gets a personalized discount on apples as information about their preferences is stored in the system. However, this will become part of our daily lives soon. 

Professor underlines that there is also a countertrend - the flashbacks, value of face-to-face communications and environMENTAL solutions. 

The more time we spend using our gadgets the more we value real people and time spent 'off-screen'. Forget the 4Ps, it is about 4Es now: customer Engagement, Experience, Exclusivity, and Emotions. 

Luiz Moutinho
Professor of BioMarketing and Futures Research

Professor Moutinho also paid much attention to the value of brands, the main element of which is the value delivered to the consumer. The essence of brand strategy, in his view, lies in the behavior of the company,  its values and unique history, and not in the functional quality of products and technologies. "Emotional branding is what makes a business stand out."

The aforementioned points could not cover the content of the whole lecture, of course. An additional event with Prof. Moutinho is planned for October, 29th. All students willing to listen to the legendary expert are invited to tha panel talk on «Tourism marketing & Mega events». Click here for more info