❓Is your website effective?
❓How to correctly build a strategy for quality digitalization?
❓How does the integration of AI tools affect analytics?
Answers to these and other questions were discussed during the PR Club SUP, which brought together PR directors, communications teams, CMOs, brand managers, and company founders interested in developing their communication business strategies.
The special guest of the event, Iryna Mushtina, founder of the creative digital agency CF.Digital and CAT Digital London, shared her personal experience in integrating digital technologies in modern business.
Iryna has been working in the digital market for over 20 years and has built her business without any initial investment, growing it alongside the industry itself. Today, she also heads the Digital Developers Committee and is a member of the Supervisory Board of the All-Ukrainian Advertising Coalition, where she works on developing the market and professional standards in the field of digital marketing.
Years pass — problems remain
The expert spoke about the top 5 problems that most often break digital effectiveness:
- The website becomes an end in itself
It is important that the strategy budget is properly allocated and covers all components of communication: people, content, and services. - The website is disconnected from the business
The website’s work must be maximally integrated into the company’s activities. It is necessary for the team to participate in the development of the website to synchronize its operation with the company’s business processes. Later, when the website is launched, the team’s workload will be minimized, and the website’s effectiveness will noticeably increase. - The website and marketing exist separately
In particular, this refers to the alignment of communication with website entry points and the orientation of marketing campaigns toward the same target audience. - Incorrect effectiveness metrics
It is necessary to understand the course of action for different website performance indicators. For example, if the website shows generally good behavior but few target actions, the problem may be the lack of value. This can be solved by creating a promotion or changing the product packaging. - Digital has no “owner”
Like any area of the company, the digital sphere should be managed by a person or team who will develop the strategy and analyze the information.
Iryna Mushtina shared practical cases of overcoming these problems. In particular, one effective way to engage the audience is to add emotions and captivating messages to communication.
Also, an increasing number of companies now use gamification as a way to actively interact with clients, increase engagement with content, and create an emotional connection with users.
AI can still help
Currently, businesses are actively implementing AI technologies in their activities. However, often artificially created content is excessive, which causes negative emotions in users. Using an example from a foreign organization, Iryna Mushtina showed what effective AI involvement in a website looks like.
She emphasized that with proper integration, AI helps enhance the productivity of marketing and communication strategies, providing new opportunities for audience engagement.
How to choose a digital partner?
According to the expert, the main criteria in choosing a digital partner are usually quality, speed, and cost. However, it should be remembered that high speed and quality, in most cases, will come at a high cost, and creating a cheap but high-quality product often requires significantly more time.
A competent digital agency provides the following functions:
- asks about the business;
- explains the process;
- shows detailed costs;
- provides documentation;
- has a full team.
Finally, PR Club participants had the opportunity to ask questions, receive practical recommendations, and discuss their own digital solutions.
Thanks to Iryna Mushtina and all attendees for a productive discussion!
See you at future SUP events!