Are 10 years in the tech industry a lot? How have technology changed over the years and what news is expected? In the 10th anniversary year of Riga Comm, we look for answers to these questions together with the Latvian e-mail marketing pioneer – Mailigen, which has been a faithful member of the exhibition all these years.
The challenge of the first years: education and innovation
In the distant for the technology sector year 2012, when Mailigen (now – Mailigen by Pipedrive) took part in the first edition of RIGA COMM, the company was a representative of a new and incomprehensible industry in Latvia, struggling with prejudices about email marketing as spam.
Recalling the origins of RIGA COMM, the Mailigen by Pipedrive’s customer and e-mail delivery team manager Juris Vucāns admits that the beginning was exciting: “At the time, we had to tell about the technology itself, present ourselves and answer questions. We spent a great deal of time advising customers, and in order to attract people to our exhibition, we massively used the elements of gamification and organised a variety of educational activities. Although RIGA COMM has now become a serious and businessy event, for Mailigen by Pipedrive it still remains an immeasurable tool for reaching customers and understanding market sentiment.” Mr Vucāns points out that many customers still consider face-to-face meetings and communication a significant tool that can be successfully achieved in the exhibition.
Technology sector is rapidly evolving and new solutions are being developed every year, but the Mailigen representative acknowledges that implementation remains a major challenge: “Businesses need more openness and willingness to try solutions, as new technologies enable more time to be devoted to more important things for company development.”
In projecting technological developments, Juris Vucāns points out that solutions that guarantee people a more mobile and flexible every day, allowing them to enjoy the benefits of technology and work from anywhere will triumph in the future. However, technological developments and a remote work culture also present a major challenge to the mental health of people.
Changes are also expected in email marketing
E-mail marketing, like other technology industries, is constantly changing and evolving. In recent years, there have been innovations in email templates, improvements in email editing systems and security, but these are mostly gradual and steady changes. The main changes are the requirements and changes introduced by the General Data Protection Regulation (GDPR), which come from e-mail service providers, challenging marketing people to be able to correctly track activities carried out by email recipients.
Today, Mailigen by Pipedrive itself is not just an email marketer, but part of the parent company’s Pipedrive Customer Relations (CRM) platform. A couple of years ago, employees of Mailigen by Pipedrive knew each other in person, but now they have more than 800 colleagues in different countries. Things started to change in the spring 2020, when the company was acquired by the Estonian Pipedrive start-up, but in the autumn of the same year, Pipedrive announced new investors from Vista Equity Partners. The company currently has grand plans to create a technological solution that will be of benefit to thousands of companies around the world and enable better collaboration between marketing and sales teams. It is possible that users will have an opportunity to acquaint themselves with it at Riga Comm 2021 in October.
Business technology exhibition and conferences
Learn about the latest technology, tools and techniques at the annual business and IT industry event RIGA COMM, October 14–15, where developers and suppliers of enterprise resource management, document management, HRM and security systems, suppliers of cloud services, internet and digital marketing services, web solutions and mobile application developers, and ICT product manufacturers offer ready-to-use and tailored solutions for companies in different industries and of different sizes, municipal authorities and organisations to facilitate efficient operation. An extensive conference programme will complement the technology exhibition.
RIGA COMM is held by the International Exhibition Company BT 1 in cooperation with Wallester, Cognizant, Intelligent Machines Riga, Riga TechGirls, SmartHR Latvija, Latvian Chamber of Commerce and Industry, Mailigen by Pipedrive, Finance Latvia Association, A.W.Olsen & Partners and other partners.