In a recent interview with EduRAU, Yana Yanikyan — CEO of Media Systems and lecturer at the Russian-Armenian University — shared her thoughts on the growing importance of digital advertising both globally and within Armenia. “Digital isn’t just the future — it’s already the standard,” she said, noting that the shift toward online tools is now fundamental to modern marketing strategies.
As more aspects of life move into the digital space, brands are following suit — not only to keep up, but to better adapt, test strategies quickly, and reach audiences with greater precision. Among the greatest advantages of digital advertising, Yanikyan highlighted its measurability and targeting capabilities. With digital, marketers can see exactly how many people viewed, clicked, or purchased — giving them the data they need to optimize performance. At the same time, targeting ensures ads are shown to the right people, improving efficiency and reducing costs.
However, despite these advantages, many companies still make common mistakes. One is trying to appeal to everyone, which often dilutes the message, especially for niche products. Another is focusing too much on originality at the expense of clarity — sometimes, in an attempt to be creative, brands create content their audience simply doesn’t understand. And finally, while many collect data, few use it effectively to adjust their strategies, missing out on one of digital’s biggest strengths.
Yanikyan also emphasized that digital and traditional channels aren’t necessarily in competition. In many cases, a combination of both can deliver the best results — especially for large-scale product launches. The key is to build a strategy based on the product’s needs, rather than relying on trends or templates.
Artificial intelligence is playing an increasingly important role in marketing as well. From automation to personalization, AI offers valuable tools — but Yanikyan stressed that it should support, not replace, human decision-making. Creativity, intuition, and critical thinking are still essential.
Contrary to the belief that digital is only for major players, Yanikyan believes small brands can thrive online too. With clear messaging and bold ideas, even small businesses can go viral and connect deeply with their audience. “Users are becoming more selective. Digital advertising must be clear, honest, and engaging — only then does it truly deliver results,” she concluded.