(Photo : Deep Wadhwa)
How all of it started
When Russian retail was solely simply beginning to go browsing, Denis Lagutenko, a twenty-five 12 months previous graduate of the MIEM with a diploma in engineering, opened his first Internet enterprise. Along with a associate, he was promoting laptop computer luggage, cellphone circumstances and different small objects.
The shops had been growing slowly, and one factor was clear: the conventional strategies of promotion weren’t sufficient to sustain with the digital market. Denis wanted an alternate and that’s when he realized about online marketing. With the assist of his fellow site owners, Lagutenko started to check affiliate networks as a new channel for locating clients.
The end result was spectacular, and the younger entrepreneur realized that he had discovered the route to transfer in. Denis continued to examine Internet advertising and marketing, attended greater than 50 {industry} conferences and lastly turned satisfied that he had discovered the most promising and scalable software for attracting clients on-line.
“Every enterprise wants site visitors,” claims Lagutenko, “and it have to be focused. Affiliate advertising and marketing is efficient exactly as a result of it really works totally on the Cost Per Action (CPA) mannequin. It signifies that fee has to be made just for the attraction of shoppers who’ve taken a particular motion. This is a win-win scenario: an advertiser can optimize their model promotion prices and a webmaster can calculate his margin in advance primarily based on the supply of site visitors he’s working with.”
The deeper Denis acquired into online marketing, the clearer he realized that it was the future, and the capability to generate focused leads was a worthwhile enterprise asset that was price investing in.
Lagutenko quickly opened his personal promoting company, AdsProfit, which shortly gained worldwide company standing.
However, it was not sufficient for Lagutenko to simply create a profitable challenge. His subsequent objective was to share his expertise additional and construct up the experience of different Russian specialists.
How KINZA discussion board conquered the affiliate group
In 2014 the objective started to grow to be a actuality and the first KINZA web advertising and marketing convention appeared in Russia, which introduced collectively greater than 1,500 individuals on-line and offline. The occasion was primarily based on the subject of being profitable on the Internet with contextual promoting, Yandex and AdSense, affiliate networks, hyperlinks, in addition to shopping for and promoting of internet sites.
The predominant benefit of the convention was the absence of affiliation with any firms in online marketing. This allowed individuals to objectively consider the market and draw their very own conclusions from the speeches of consultants who had been invited to KINZA solely on the foundation of their achievements and skilled background.
Each time the convention was getting larger in all respects: the variety of individuals, audio system, and networking codecs was rising. KINZA was the first occasion in the online marketing sphere which launched the internationally well-known Speed Networking, fast acquaintances in order to get as many helpful enterprise contacts as doable. Another innovation was a particular cell app for on-line networking earlier than the begin of the convention.
Networking itself is a key concept round which the group of any Internet advertising and marketing occasions is constructed. If you create all the situations for snug communication, the connections folks will make with one another can deliver monumental earnings in the future.
“Let me share a case of considered one of my {industry} colleagues. After attending KINZA convention in 2019, he was including shoppers and companions that he had met for over two years to his CRM system,” says Lagutenko. “And now think about, these shoppers introduced him 1.5 million rubles of internet earnings! On common, one individual attending the convention spends about 25 thousand rubles, together with the ticket and all prices related to a enterprise journey. The advantages are apparent, which is why whole groups and even delegations come to KINZA.”
By 2021 Denis realized that his challenge had all the probabilities to broaden into overseas markets, and collectively along with his workforce he rebranded it. As a end result, the worldwide convention turned a cross-continental discussion board KINZA 360. The new naming couldn’t have higher mirrored the shift in positioning and the ultimate transition from a narrower section (search engine optimization) to a a lot wider one (online marketing). The first renewed KINZA was held on September ninth in Moscow, gathering over 2,000 web entrepreneurs and for the first time in the historical past of the {industry} combining two codecs: on-line and offline. Even the closed borders didn’t forestall Lagutenko from taking the occasion to a essentially new degree. Forum individuals couldn’t solely watch the stay broadcast of professional speeches, but in addition join to a particular on-line stage, the place audio system from Latin America, Britain and the Asia-Pacific area shared their experiences.
KINZA 360 in Moscow:
Location
MUSIC MEDIA DOME. The largest media house on the planet, twice listed in the Guinness Book of Records for the largest projection surfaces and the display as tall as an eight-story constructing.
Number of individuals
2,500 folks attend the discussion board in individual, and 5,000 extra watch the audio system’ shows on-line in English and Spanish.
Speed Networking
The Speed Dating format labored out completely for the individuals, so the organizers had to enhance the variety of tables and circles. On common, an hour of networking can get 20+ helpful contacts.
Exhibit Hall
In the exhibit corridor the representatives of greater than 60 affiliate networks, direct advertisers and different helpful providers for associates had been positioned. Participants had been in a position to speak face-to-face, obtain particular person situations, personal insights in addition to discover a workforce.
KINZA AWARDS
Another innovation of the discussion board was the unbiased KINZA AWARDS, the place well-known affiliate networks, influencers and media competed in 15 classes. The winners had been chosen by open voting on the official web site of the award and the awards ceremony passed off throughout the after-party
Finally, in October 2021 Dennis Lagutenko held the first KINZA discussion board outdoors of Russia, particularly in Kyiv. According to the suggestions from the individuals, KINZA Kyiv outshone all the conferences that had been beforehand held in Ukraine.
“Marketing and promotion through social networks additionally performed a large position right here,” Denis says. “We made it doable for KINZA Moscow to appeal to the consideration of the whole Russian and CIS affiliate group. Almost two months earlier than KINZA Kyiv the natural progress of subscribers in the official Instagram account and Telegram chat was over 2000 and 1000 folks respectively. The pleasure about the discussion board was so nice that we had been offered out simply a few days earlier than the occasion and had to enhance the quota from 2000 to 2600 tickets. However, even these acquired offered out too shortly.”
KINZA Kyiv was the first step of Lagutenko to broaden the geography of the model and enhance its recognition overseas. Today KINZA is already the most influential online marketing occasion in Russia and CIS. In the future, Denis intends to maintain the discussion board in Central Europe, in addition to to manage related occasions in the United States and Latin America.
Business atmosphere for the better of the greatest
“Internet advertising and marketing is a very dynamic area. Today you might be at the head of the market, however tomorrow there can be new trendsetters and you may be left behind. That is why networking cannot be restricted to simply attending {industry} conferences. Professionals want to talk on a common foundation in order that they will sustain with the information and share their experience with one another, which is able to transfer the affiliate {industry} ahead.”
Thus, Lagutenko had the concept of making a personal membership for leaders in the area of Internet advertising and marketing, CPA.membership. The challenge is a platform for exchanging enterprise expertise in a confidential atmosphere. Residents of the membership assist one another to develop each professionally and financially. Affiliate community representatives get high quality site visitors, good protection and alternatives for ongoing cooperation. Webmasters get assist, the greatest situations from dependable companions and the alternative to develop amongst profitable like-minded folks.
CPA.membership unites solely the greatest representatives of the online marketing with earnings from $10,000 per thirty days. Denis is eager to make the membership at all times a secure territory for making offers. That is why it’s unimaginable to be part of it with out a advice from at the very least two lively members. Only a specialist, who has obtained sturdy assist from the group and has introduced one thing revolutionary into the affiliate sphere, turns into a resident.
“CPA.membership relies on three predominant ideas: belief, privateness and absence of administration from the outdoors. No one however the residents themselves know the way to manage their enterprise communication in the greatest method, so I at all times deliver all necessary points to dialogue inside the group.”
CPA.membership member advantages:
Exclusive networking with main site owners, profitable businessmen and moneymakers.
Ability to tackle enterprise points shortly with the homeowners of firms with a turnover of $1,000,000.
Unique phrases of cooperation with well-known affiliate packages, fee providers and different firms, which offer providers in online marketing.
Comfortable lodging and the greatest seats at the brightest offline occasions, conferences and events in online marketing.
The challenge additionally has its personal YouTube channel, the place you’ll find interviews with premium members of the group (from profitable site owners to homeowners of main affiliate tasks) in addition to video experiences from personal occasions of the membership and its companions.
At the second CPA.membership is the largest and {most professional} group of web entrepreneurs in Eastern Europe. There are greater than 350 members and the variety of new functions is rising each month. Everyone who works in online marketing desires to be a member of CPA.membership.
Trusted opinion chief
With so many various tasks in his background, Denis Lagutenko has shortly grow to be an influencer for the group of Internet entrepreneurs in Russia and the CIS. In 2019 he was acknowledged as the greatest enterprise blogger in accordance to the Fashion People Awards. At the second, Denis’s Instagram account has greater than 450 thousand followers, who actively observe his skilled and private life.
Lagutenko is invited as an Internet advertising and marketing professional by influential media shops in Russia and the world, comparable to Lenta.ru, Fontanka.ru, Profile.ru, Investing.com, The London Economic and Entrepreneur, in addition to YouTube channels and enterprise golf equipment. He lately turned a member of the jury for the acclaimed Business Success competitors for entrepreneurs, the place he judged finalists in the “Best Internet Project” and “Digital Economy” classes together with leaders of outstanding Russian firms, together with VTB, Otkritie Bank and OPORA RUSSIA, the largest affiliation of entrepreneurs.
“For me, judging expertise is a chance to have a look at my experience once more, however from a completely different angle,” Lagutenko admits. “When you’re close to the greatest entrepreneurs in the nation and you analyze tasks of younger specialists collectively, you involuntarily assess your degree of information, evaluate it with others, take one thing to your discover and, as a end result, discover new factors for progress. That is why I counsel all startups that need to make a title for themselves not to be afraid to participate in such prestigious competitions. This is the identical networking that offers you a useful probability to construct direct communication with the most gifted entrepreneurs, which normally takes years of laborious work.”
Denis himself and his contribution to the digital transformation of recent enterprise have been acknowledged by Investment Leaders and Digital Leaders awards. The latter was particularly important for Lagutenko as a result of he and his company ADSbase received in the “Digital Leader of the Year 2020-2021” nomination, forsaking 1C Bitrix, Rostelecom, MGTS and Yota.
“It is feasible to attain sure heights if you happen to actually like what you do. I’m at all times on the lookout for alternatives to understand my potential and make the world round me higher. And I discover these alternatives by growing my enterprise in online marketing.”
What is subsequent?
Denis Lagutenko goes to broaden the horizons of web entrepreneurs throughout the world by not solely organizing his personal {industry} conferences but in addition by talking at the greatest worldwide occasions, comparable to Traffic&Conversion Summit and Affiliate Summit. He has already given shows for SYNERGY DIGITAL FORUM, Affiliate Conference and CPA Life, the place he instructed about present tendencies and efficient market entry methods for individuals who need to take their place in the online marketing world.
For now, Denis Lagutenko plans to develop present tasks and create new firms in the USA, serving to native advertisers and entrepreneurs brush up on their skilled abilities. According to the entrepreneur, requests for cooperation from American firms are already coming in, which isn’t stunning, as a result of the online marketing {industry} is rising quickly.
Since the pandemic got here, the e-commerce sector has been rising steadily, and shoppers have gotten extra and extra accustomed to making transactions on-line. By 2022 the U.S. affiliate market could exceed $8 billion, which signifies that the area actually wants extra high quality specialists.
“The digital world is immense,” assures Denis. “If you could have a good understanding of promoting platforms, comparable to Google or Facebook, and know the way to correctly deal with site visitors in order that it brings in actual leads, all the doorways are open to you. This is what I like about online marketing: right here your enterprise has no boundaries.”
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