RIA Voronezh learned from Voronezh technology experts about what the IT sector will become in 2020 and what trends await Internet users. The review contains six views on various aspects of Internet activities - from creating websites and promoting blogs to the demand for IT specialists in the region.

“Websites will be as good as social networks"

Andrei Parfyonov, owner of the Parfyonov Studio for the creation and development of websites:

“Just as 20 years ago, I am again asked the question “Why do I need a website?”. Although now people ask me that in the context of social networks – “Why a website when we have accounts in social networks?”. There is no need to set websites against social networks. A website belongs to you, a social network account doesn’t. Social networks dictate the requirements for the posted materials, you can get a ban, account deletion, loss of access, the social network can be blocked in our country. A small business with a simple service may well do without a website at first, but a large business without its “place on the Internet” (a phrase from the 1990s!) cannot.

About the trends. In 2020, the trend of the increasing share of mobile audience will continue. A smartphone has long been the main device for visiting websites. As a consequence, websites must become even faster. And there is no way of forgoing the use of AMP-pages (accelerated mobile pages) for Google and turbo pages for Yandex. The faster the page loads, the more likely it is that the visitor will do what you want him to on the website. Fighting for the visitor’s attention is becoming even more difficult - he is in a hurry, and you need to try to engage him in the interaction with the webpage, spark his interest, make him stay.

Self-taught AI chatbots simplify support services. A neuro module can convert any text information from your website into ready-made tips. And this tool has become much easier to implement: there are ready-made solutions - chatbot constructors that can be easily integrated into any website.

Voice search. According to forecasts, in 2020, 50% of all searches in the world will be carried out by voice. And this means that voice search functions not only must be implemented on websites but also optimized for voice search queries.

Augmented Reality (AR). The technology is still not quite accessible for small businesses (although any company can now afford Instagram masks!), but large businesses are already actively using it - trying on glasses, assessing makeup, arranging IKEA furniture in your apartment. The technology will definitely evolve, and we must look in this direction.

Personalization. By accumulating data on the users’ interests, you can analyze this information and rearrange the content on the website for each individual - make a special display of goods, individual offers, create personalized newsletters, targeted advertising. All this will have a positive effect on sales.

To be ahead, one must use all available channels: the offline mode, social networks, instant messengers, a website. And all these channels should be linked into a single strategy for maximum results.”

“User comes first”

Denis Lomov, co-founder of Red Collar digital agency:

“I will talk about more significant things in web-development that have begun gaining popularity this year and will be trending next year. The first is inclusiveness. Websites must be accessible to any user. We must think about those who aren’t able to use the mouse, and the visually impaired. Frequently visited websites should be adapted for them.

The second is the transition of websites to progressive web apps. This is a technology that allows you to work with a website as with an application. When a user visits a website, it offers the user to place a shortcut on the desktop and allows working offline. This is great because any favorite service can be added right away: no need to go to the store and look for the application. For example, Twitter has already done so. This works not for a specific platform but for any common browser or refrigerator or watches - it does not matter.

Thirdly, the business is finally starting to prioritize the user. Not conversions, not short-term profits, but the client. It begins to respect the user and take care of him, think about his convenience and build a long-term relationship via a fine website that not only helps solve the problem but also makes the process enjoyable.”

“Everyone is tired of blunt advertising”

Nadezhda Furmanova, CEO of Semantica Studio:

“Internet advertising becomes more and more personalized every year, video and media tools are actively developing. This year, Yandex introduced a beta version of an analytics service that will help you understand how the banner you see affects the sale and whether or not display advertising has resulted in sales at all. The tools aimed at determining the geolocation of the target audience will also continue to develop rapidly. As for social networks, they have long ceased to be a channel of entertainment and are actively representing themselves as an additional channel of lead generation. For this reason, contextual advertising algorithms built into social networks continue to improve.

Internet advertising has long stopped being just an advertisement shown in accordance with search queries. The emphasis continues to be placed on visualization through contact with the brand both via the Internet and offline. Yandex allows managing outdoor advertising by using online advertising methods, even with regards to the traffic situation.

The content marketing tool is also gaining momentum. If you look at how Zen is evolving, you can see that it entered the list of top ten largest services of the Russian Internet literally in two years, its audience today is 50 million people.

Everyone is tired of blunt advertising, and the trend of online advertising development is shifting towards communication with the target audience, which is why video content, working with information traffic, and various visualization tools are used extensively.

in SEO, the emphasis is more and more placed on working with commercial and behavioral factors. The website should be easy-to-understand and user-friendly. Moreover, if we talk about competitive topics in search results (medicine, food delivery, restaurants, hotels), then it’s not enough to have just a website. You have to create additional platforms for yourself. This is due to the fact that search engines for such topics give preference to aggregators.

As for what awaits us in the coming 2020, it is even more work with the target audience. Algorithms are getting smarter, advertising tools are getting more complex, and competition is getting tougher.”

“No more processing”

Svetlana Lomova, SMM manager of creative agency Profilaktika:

“The SMM field is developing very rapidly, the number of social network users is growing every day. The content is becoming better, and the very approach to it is changing towards awareness and aesthetics. This year has given us many trends, some of them will definitely continue to develop in 2020.

Fast content. Endless scrolling through the feed is going by the wayside. People started saving their time, which is why they try to get information quickly and easily, and the Stories format is best suited for this.

Video content. Especially vertically shot videos. Everyone loves videos, they transmit more information than photos within the same amount of time spent. In 2020, vertical videos will come forward since they are much more easily perceived in social networks.

AR, VR. AR masks are now available to everyone. To make a mask, one just needs to install the necessary software and learn the ropes a bit. The use of AR and VR in marketing will develop in 2020.

The TikTok social network is gradually taking over the world, and if we want to be on the crest of a wave, we will have to make friends with it. Right now you can notice a transitional moment when Instagram videos are duplicated in TikTok and vice versa. What would that mean?

Naturalness and sincerity. Everything is headed towards simplification and naturalness. Users are fed up with pictures photoshopped beyond recognition - they now want to see everything as it is.

The digital world is changing at the speed of light, and with it does SMM. Today, Instagram is hiding likes, and no one knows what might happen tomorrow, but it’s definitely inspiring.”

“Everything will rise in price”

Anna Gekkel, Instagram blogger with an audience of over 37 thousand subscribers:

“In my opinion, posting will continue to exist, albeit to a lesser extent than in recent years. Stories will develop even more rapidly, this type of instant posting is now more and more relevant, and I think that most social networks will switch to a similar format. But personally, it seems to me that posting should remain a tool for creating a holistic view of the account, whether it is a personal or work blog. Because when a person finds a new account, the first thing he does is looking at its general design, and for this purpose posting is indispensable, even “eternal” stories will not shift it since they that take time to be viewed.

Engaging the audience today is becoming more and more difficult. If a blogger does not want to pay much for promotion and advertising, he has almost no other opportunities for promotion. I hope for a revival of the hashtag tool, and the recently introduced opportunity to subscribe to them indicates this trend. If any new promotion methods arise, everything points to the fact that they will be quite expensive.”

“The demand for IT professionals is high and growing”

Irina Veretennikova, Director of the South Macro-Region of HeadHunter:

“The analysis of the vacancies on the hh.ru website in the IT/Internet/Telecom sector indicates that the number of such offers is steadily increasing. Compared to the previous year, the number of vacancies for specialists in the IT field in Russia has increased by 7%, and in the Voronezh Region - by 11%. The share of IT vacancies is 12% of the total number of offers on hh.ru in the region. This professional field is in second place in demand among Voronezh employers, second only to sales. By the way, the Voronezh Region is among the top 15 Russian regions in terms of the number of vacancies for IT specialists. Developers and programmers are in demand the most - it is 43% of all vacancies in the IT field. Another 24% of job offers are addressed to engineering professionals. There are enough employment options for beginners as well (11%).

The industry is characterized by a low level of competition - on average, two specialists compete for one job offer. For comparison: in general, the competition in the region is five to six people per job. It indicates a shortage of IT specialists in the Voronezh Region. Even given the fact that the number of resumes of applicants in this segment is increasing (by 15% in Russia and 10% in the Voronezh Region compared to 2018), the demand for IT specialists exceeds the supply. We can say with confidence that the demand for IT specialists will remain high for a long time, so we recommend that today's schoolchildren take a closer look at specialties related to technology.