The history of marketing Formation of marketing and its main stages

3. THE ROLE OF MARKETING IN UZBEKISTAN

6 main marketing trends in Uzbekistan

Telegram marketing

Facebook continues to evolve, but it can be assumed that our market will go to telegram marketing. It is time for telegram advancement. Telegram will begin to gradually take the place of Facebook. Ahead will be those who will be able to provide relevant and high-quality content in telegram channels for their subscribers.

Video content

We remember 80% of the information we saw. Static visuals lose their effectiveness in the face of dynamic visual content. Use more video content on Facebook guys.

Native advertising

In Internet marketing, promotion through online resources will be topical, native advertising will finally reach Uzbek Internet publications. Native advertising is sewn into the content itself that users consume. In more than half of the cases, such advertising is perceived positively.

Graphic design

2016 was the year of “awakening” of medium and small local companies, which began to realize that good design helps to stand out and is a strong competitive advantage. 2017 will be a continuation of the growth of graphic design in the country.

Analytics

In my opinion, it is time to deal with the processing of marketing data. To be able to process them, you must first learn how to get them. In particular, Facebook already gives a lot of opportunities to explore its audience. SMM is no longer likes and sheira. A decent crowd gathered in the Uzbek segment of Facebook. Why not try to study it.

Remote service

It is high time for smart service companies to work out mechanisms for remote customer service. In the next couple of years, the service will finally become an integral part of our business. Even such a conservative business as local banks will soon start thinking about customers.

`P.S. Do not forget that we are lagging behind the nearest large market (Russian) in development by about three years. Do not chase for great innovations, IMHO. And the matter is not at all in technologies, but in the heads of our consumers.
Session "Actual problems of marketing development in Uzbekistan"

On November 15 2018, at the Tashkent State University of Economics, within the framework of the 1st annual Global Entrepreneurship Week in Tashkent (GEW Uzbekistan), a session was held on the theme: “Actual challenges of marketing development in Uzbekistan”.

The subjects of discussion were the most important areas of marketing activity, questions of the relevance of marketing for the development of modern business, methods of developing a marketing strategy, market research and determining the effectiveness of promotional channels.

As Dier Mirzaakhmedov, Chairman of the Board of the Association “National Marketing Center”, noted in his speech, “Marketing of any company today is divided into several stages: research, strategy, promotion. But still there is a stereotype that marketing is just a promotion. The basis of business is, after all, preliminary market research and the right strategy, and promotion is a derivative of the processes made at the very beginning. ”

Aizhan Kasimbekova, head and founder of the MOREINFO marketing agency, told about the choice of the optimal marketing research method in her presentation. When choosing a marketing research method that will suit your company, you need to keep in mind that there are both quantitative and qualitative methods. Therefore, first of all, you need to set yourself the main goals and objectives, as well as understand what the company will do with the data, determine the audience, learn what you need to check, determine the source of the data (primary and secondary data) and research methods.

A logical continuation of the research topic was the presentation of Aziz Gapparov, a consultant to Compass Consulting, about the role of marketing strategy in organizing the company's business processes. The marketing strategy is based primarily on the positioning of the brand and the company as a whole in the market. What matters is not what we produce, but what value we give the consumer, and how it will be perceived. Positioning depends on the target audience, what it wants to get from the product. Positioning is based on attributes, benefits and emotions. The development of marketing is directly dependent on competition: the higher the competition, the better the industry and specialists will develop.

The presentation of Azizbek Yusufov, director of marketing for the online store LeBazar, sounded the analysis of traditional channels of promotion and development forecasts for the near future. Marketing is often equated with promotion. But it is not. With the development of technology and advancement channels are developing. In the classical sense, there are four main channels of promotion: direct sales, PR, sales promotion and advertising. But in today's world, everything changes very quickly. Printed press and radio advertising are gradually losing ground. Outdoor advertising in Uzbekistan is still effective. But it has disadvantages: limited territory and a short time of perception. And the biggest disadvantage of traditional promotion channels is that no traditional channel can measure effectiveness. Here all the advantages are in digital. It allows you to target and personalize advertising in different ways. Behind this is the future of marketing. Gradually, we will all use big data and artificial intelligence.

Sergey Shevchenko, the head of Webnow, elaborated on Internet marketing issues 0and shared the trends of the next year. In 2018, in his opinion, 10 channels will be guaranteed to work: contextual advertising, display advertising, social marketing, content marketing, E — mail marketing, SEO promotion. Telegram, mobile advertising, performance monitoring, performance improvement based on analytics.

Dilafruz Zhyiranova, a leading specialist in "digital marketing" in the "Veon Group" led in her speech statistics that clearly demonstrate the growth of Internet users in the world and in our country. Half of the inhabitants (3.7 billion) of the Earth use the Internet, 2.8 billion people actively use social networks, 5 billion have mobile phones. During the year, the number of Internet users increased by 10%, social networks - by 21%, smartphone users - by 5%, those using social networks via the phone - by 30%. In Uzbekistan, this picture looks like this: more than 15 million Internet users, 0.77 million active users of social networks, more than 21 million users of mobile networks and 0.57 million active mobile users of social networks. Over the year, these figures have changed, so the number of Internet users increased by 18%, active users of social networks - by 67%, users of mobile networks - by 3%, active mobile users - by 63%. This growth shows the prospects of Internet marketing in the country.

The session was attended by over 150 participants, among them members and experts of the National Marketing Center, marketing specialists of the country's leading companies, representatives of the scientific community, teachers and students.

The event was organized by the National Marketing Center with the support of the Tashkent State University of Economics.