13 - 15 April 2027Crocus Expo — Moscow
Co-located with
We present current trends in the field of IT company marketing in new geopolitical and market conditions
Every year, competition for customers' attention becomes more intense, and the departure of Western players from the market has only strengthened this trend among Russian companies. Today, domestic developers and manufacturers are actively occupying vacant niches, trying to develop their business by attracting valuable personnel and increasing investments, in particular in marketing. In modern conditions, a special role is given to positioning, distinguishing the brand from competitors and winning the loyalty of the target audience. Let's discuss the key marketing trends for IT industry players.
According to experts, marketing strategy today should be built to suit business goals. And if earlier IT companies could increase the number of leads through contextual advertising, targeted publications in social networks, today this is not a guarantee of promotion in the market. To develop business, companies should synchronize their marketing strategies with the growing needs of customers, instantly respond to market changes, collect user feedback and constantly implement improvements based on them. Thus, instead of fixed marketing plans, initiatives for shorter "sprints" come to the forefront, which can be adjusted if necessary.
In today's environment, major players in the IT industry need not only to create a high-quality solution, but also to build a comprehensive ecosystem around it. It may include documentation, training programs, partner networks, certification courses, and other components. This task requires significant resources, and industry experts believe that one of the solutions is to consolidate brands. An example is the unification of several large Russian IT products under an umbrella brand that aims to meet customer needs in terms of automating various business sectors. Enterprise-level customers can appreciate the convenient work format, which includes a single entry window, area of responsibility, partner network, and simple internal procedures.
Another promising trend in IT company marketing is a personal approach to the target audience for which the product is designed. Specialists increasingly segment the target audience into several groups in order to take into account and satisfy the unique interests of different groups, create personalized marketing strategies with an individual offer for each client, using big data to analyze consumer behavior and predict their needs.
Companies that want to get ahead must actively study the behavior of their audience through custom developments and research, and customize the digital portrait and customer trace within the CRM as accurately as possible. Such methods not only increase engagement, but also strengthen the connection between the company and its customers.
In today's conditions, most small and medium-sized market players cannot afford to allocate significant budgets for lead generation tactics and compete financially with large brands. According to experts, a combination of short-term, i.e. lead generation-oriented, and long-term, i.e. brand-building, strategies will help achieve sustainable results. "For example, contextual advertising works in the moment: the flow of potential customers stops as soon as it is turned off. Targeted and long-term reputation building, including events, media publications, content marketing, will provide the company with customers, even if all advertising activities are stopped," colleagues tell ICT-Online.ru.
The introduction of new mechanics is especially relevant for the promotion of technically complex IT products on the market, the advantages of which cannot be disclosed in a few seconds in advertising. Webinars, content marketing, offline events and other tools are used to promote them, as a result of which the path to attracting a client is extended.
As noted by industry representatives, among the trends in IT marketing today is a shift in focus from attractive visuals to content with detailed expertise and analytics. The audience's attention is increasingly being drawn to materials whose authors refer to research, provide statistics and forecasts from the professional community. In particular, there is a growing demand for expert interviews and podcasts on pressing market topics. Creating valuable educational content that addresses the pain points of decision makers in the IT sector is of great importance for strengthening trust and authority in the industry.
In addition, despite the rapid development of digital channels, the offline format of communication does not lose popularity. Specialists attend conferences, forums, company seminars, local events such as business breakfasts or business dinners.
ITE Group has a high level of expertise in events and is an exhibition organizer with 33 years of experience. The company's portfolio includes 25 industry exhibitions. The proven effectiveness of participation in exhibitions encourages our participants to be part of the exposition every year.
The exhibition of information technologies and solutions for digital transformation ExpoCifra and the largest international electronics exhibition in Russia and the EAEU by number of participants and visitors ExpoEelctronica will be held on April 15-17, 2025 in Moscow, Crocus Expo IEC.
Also launching in early 2025 is the new digital platform ITE Connect ExpoElectronica & ExpoCifra. Connect communities provide a unique opportunity for industry participants to communicate on one platform, stay in touch and find new partners all year round. All industry participants, regardless of their participation in our exhibitions, can share their articles and materials in the Connect community news feed. Through cooperation with professional associations, government agencies and the media, participants gain access to up-to-date information.
If you are participating for the first time and want to test the exhibition as one of the marketing activity tools, we suggest you use the opportunity to participate at the collective stand. The collective stand is a communication platform, which is a unique space where professionals can not only exchange experiences, but also negotiate most effectively with potential clients. This area, aimed at software manufacturers, automation and digitalization specialists, serves as an important center of attraction for the target audience - professional buyers who visit the ExpoElectronica and ExpoCifra exhibitions.
Your personal manager Olga Efremenko will be able to answer all your questions about the ExpoCifra exhibition: Olga.Efremenko@ite.group .
* Source : ICT-Online.ru.