Konstantin Shurupov is an expert in digital marketing and affiliate programs and has worked in supporting analytics, strategy and communications. In his practice, he combines structure and creativity and knows how to see business development through the lens of long-term trends. In this interview, he talked about his key work principles, the impact of technology on marketing, and what the industry can expect in the near future.
Konstantin, your journey begins with support and today is a digital marketing expert. How did that experience shape your approach to your work?
Support taught me the most important thing: listening. When working directly with the audience, you can see not only dry numbers, but also true emotions, expectations, and customer problems. This changes the way marketing is perceived. Strategies are not just about budgets and metrics, but also about standing at the same wavelength as users. That skill remained with me and became the foundation for my further development.
Digital marketing today is very fragmented. Channels multiply and trends change rapidly. How do you find a balance between new opportunities and strategic stability?
I think strategy is about a system of coordinates, not a strict plan set up years ago. You need to understand where the market is moving, what brands are communicating, and how their audience is changing. However, tactics can be shifted monthly. Personally, I test everything: tools, formatting, approaches, and more. But I only implement what really works for the task. The balance comes from this filter. All new things will be tested, but strategic direction remains.
There must have been a project in your practice where affiliate programs played a key role. What is the main secret of their effectiveness?
Effective affiliate programs are built on integrity and mutual benefits. If partners feel that the company is transparent, pay on time, and provide quality tools and analysis, cooperation continues. But if the company is only thinking about itself, the partner goes to a competitor. I always believe that affiliate programs are not just channels for attracting traffic, but rather are full-scale communities and ecosystems where both parties grow together.
You mentioned the community. How important is communication within affiliate programs?
It’s very important. Many underestimate the ability to communicate. We once received a fully functional campaign from a technical standpoint, but our partners complained about the lack of dialogue. Setting up regular calls, knowledge sharing, and internal newsletters has improved results. People need to feel that they are not just sources of transportation, they are part of the process.
There is much to be said today about the role of data and algorithms. How do you combine work analysis with creativity?
For me, data is a map and creativity is a vehicle. One will not work without the other. The analysis shows where the growth points are, and creativity allows you to get there – the audience stays long-term with the brand, not just clicks. Data can reveal unexpected insights, which are the foundations of the most influential campaigns. Balance – that’s the most important thing.
Speaking of users, what has changed in their behavior over the past few years?
The most notable change is its low resistance to “noise”. People are becoming more demanding about the quality of their content. In the past, they were able to succeed with huge volumes and reach, but now the winner is someone who immediately offers value. The second point is the growth of mobile consumption. The entire marketing ecosystem needs to adapt to the mobile experience. Otherwise, you lose half of your audience.
What are your views on the role of personal brands for marketing professionals?
Personal brands are not an option today. it’s necessary. Clients and partners want to know and trust the person behind the project, not just the company’s logo. Personal brands help you build trust faster. For me, it’s not about self-promotion, it’s about transparency. The more you share your experiences, the more you are aware of your expertise and ready to work with you.
Your experience shows that marketers often need to combine several roles: analysts, negotiators, strategists. How do you handle this?
It’s all about the system. I’ve learned to build a process so I don’t keep everything in my head. Spreadsheets, CRMS, automation – these are my best friends. And delegation is extremely important. When you trust your team, you free up time for strategy. But overall, I like being a “multitusker.” That’s what I can see in the big picture.
In your opinion, what skills will be extremely important for marketers in the near future?
Ability to deal with data, adaptability, and interdisciplinary. It’s no longer enough for marketers to understand advertising alone. You need to understand business, products, finance, and communications. The wider outlook, the more valuable you are as an expert. From a personal developmental perspective, it is about constant learning and openness to new things. I read, experiment and connect with colleagues from various markets. It’s important to go outside your “sandbox” and see what’s going on around you. Ideas from adjacent industries can be breakthroughs in your own field.
What is your vision for the future of digital marketing?
I think you’ll see more personalization. Artificial intelligence has already restructured its approach, and this is just the beginning. At the same time, the value of human touch grows. People are tired of soulless algorithms. They want to feel emotion and trust. The future of marketing is the symbiosis of technology and humanity. The winners are those who can combine data, creativity and authentic communication.
