SPIEF participants discussed the new economy of attention and the development of personal brands

On Saturday, June 6, the St. Petersburg International Economic Forum (SPIEF) hosted the session "Attention as an Asset: a New Promotion Economy." The discussion was moderated by Alina Zinnatullina, CEO of Insight People (part of Gazprom Media Holding).

During the session, experts discussed the creation of a personal brand and a new attention economy.

"Today we have seen that attention is becoming the new currency of the advertising market, and the Internet remains a space of business opportunities of any scale. But at the same time, the more platforms, formats, trends and influencers appear in the digital environment, the more difficult it is to choose the right advertising tools. Who knows, maybe the next stage of market development will be the emergence of a new digital ecosystem that will help small and medium-sized businesses," Zinnatullina said.

Representatives of specialized media, advertising platforms and large businesses took part in the discussion. Alexander Zakharov, Chairman of the Management Board of Digital Alliance Seller, analyzed the transformation of advertiser requests and the barriers faced by small and medium-sized businesses. Alexandra Sadykova-Levina, editor-in-chief of Afisha Daily, highlighted the current trends in media consumption.

Anna Mazurik, Director of ZARINA, highlighted the industry specifics and the role of emotional connection with the consumer. She spoke about the methods of forming loyalty and preserving brand DNA in a digital environment. Mia Boyka, singer and founder of the MIA WOMEN CLUB, raised the issue of the importance of a personal brand for an entrepreneur, noting that media alone may not be enough for business success.

Narine Azaryan, representing the Digital Communications Directorate of MegaFon and Yota operators, shared her experience in transforming brand value translation strategies.