On September 17, Moscow will host the Mobile Marketing Conference, an event that, as you might guess, is dedicated to mobile marketing. Our friends from Apptractor acted as organizers of the event. In connection with the announcement, we decided to talk to the editor-in-chief of the site, Leonid Bogolyubov, about how they came up with the idea of the conference.
I’ll start a little from afar. Now, as far as I understand, the project Apptractor.ru going through some changes. This is most likely due to the launch of a child resource innospace.ru and the conference. Actually, the question is, what was the reason for their launch?
Hi! Thanks for the interesting questions. No, there are no special changes with the AppTractor.ru no: we are still happy to write about the development of mobile applications, technologies and tools. It’s just that during the work of our resource, new horizons have opened up: in just a year, mobile advertising and mobile marketing have turned into a separate large area, growing at an explosive pace, and there is an understanding that it is better not to interfere with everything in a heap – development and marketing with advertising – but to separate them into different resources.
Yes, in many ways these directions overlap – both brands and developers, for example, it is important to understand how to bring and keep users in the application, but there are also completely different questions for these audiences. The brand is not interested in reading how Swift differs from Objective-C, and the developer is not always interested in knowing how effective hyperlocal advertising is, or what is the video viewability in a mobile advertising network.
Thus, Apptractor is a website about development, and InnoSpace is about mobile marketing and advertising. Two sides of the same mobile market.
If we talk directly about the conference. I have now generally formed the opinion that there are too many of them. Aren’t you afraid of getting lost? What do you think you need to do in order not to get lost?
Of course this is true – there are a lot of conferences. We ourselves have to cut the calendar with events on the site. But I don’t think there was anything specifically about mobile advertising for brands and monetization for developers. Yes, there were sections about this here and there, but we have a separate conference for the first time.
To the question of what to do in order not to get lost: to choose a narrowly focused and understandable topic is one time. Our conference is divided into two very specific streams: firstly, mobile marketing for brands, and secondly, monetization for developers. As I wrote in the answer to the first question: these topics overlap in many ways, which is why they are united in one conference.
Giving out valuable and useful information to visitors is two. It is clear about usefulness – our topic is mobile marketing, about value – we specifically discuss the presentation of specific cases and tools with all the speakers. Minimum of water, maximum of “meat” (and fire). We already have a good composition of participants and it seems to me that they will tell visitors a lot of valuable and useful things.
Formally, Apptractor acts jointly with MDDay as the organizers of the Mobile Marketing Conference. Can you tell me how the roles are divided and in general, what are the guys from MDDay doing today?
Yes, MDDay is the co-organizers of the conference. We have been communicating with them for a long time and we had plans for a joint conference last year. The roles, to be honest, are not particularly divided, both on our side and on their side there are people responsible for the organization, for attracting speakers, and for promotion.
Today, the guys from MDDay also hold conferences, they have flowed into online events a little, but they also gather interesting market players and listeners.
Returning to the conference. Look, usually everyone runs away from advertisers and grids, and you, on the contrary, only call them. What’s the point of that?
Advertisers and grids are the flesh and blood of mobile marketing. Seriously, you’re not quite right. If you’re talking about speakers, then advertising networks there can be counted on the fingers of one hand. Our speakers are practitioners from the best agencies with already successful cases. It is not surprising that advertising grids also have them – who promoted the world’s largest brands in Russia on mobile devices? Please: AdWatch Isobar, Grape, Opera Mediaworks, Unilead. Who else but they will tell you about how to do it? There are solid practices in the stream for developers about monetization in general – Yandex, Logomotiv, Ozon, Lingualeo, the same Tolya Sharifulin. All those who know how to make the most out of the user. But once again – there will be no narcissism and PR from them, we will try. Just practice, examples, that’s all.
If you’re talking about visitors, then that’s not true either. We are waiting for companies that want to get to the device closest to the user and developers who want to squeeze more out of their applications.
Continuing the question: as a rule, there are a lot of marketers where there are a lot of their customers, application developers, to whom they can sell their traffic. Do they need each other?
We are not selling, we are buying. We buy companies and developers with information on how to make applications and earn money on mobile. The short answer is, of course we do. Developers need high-quality users, marketers need high-quality developers, and users need high-quality applications. The circle has closed, and we in its center are just trying to give an answer to the main question of life, the universe and all that.
And the last question: the ticket price is very low. What is the reason for such a policy? What does the event plan to earn from?
It has been increasing since September 1! In fact, there are several factors at once. The most important thing is that we are kind, while it is more important for us to tell everyone about the ongoing mobile revolution and give maximum data to everyone interested. If it goes deeper, the more people come, the more interesting it will be. This is rather just a registration fee, not a fee for information. It seems to me that the list of speakers that we have already gathered costs at least an order of magnitude more than the ticket price. Well, this is our first conference in this area – we find out the balance of supply and demand. How to earn money? We have already reached the plus.