Engaging networking opportunities, gaining valuable insights, and drawing inspiration: the reasons businesses ought to participate in marketing events.
Rewritten Article:
Meet Ilya Volkov, the Mastermind Behind Silver Mercury Network
The digital learning market raked in over $197 billion in 2020, according to Allied Market Research, and it's still climbing with double-digit growth rates. However, the rise of virtual events has come at a cost— audience engagement is decreasing.
Foreign research suggests that the attention retention rate at online conferences hovers around half of that at in-person events. People get easily distracted, and the lack of personal touch leaves them feeling disconnected. While online events fulfill the need for information, they fall short when it comes to the energy of face-to-face communication. This is particularly noticeable in the marketing and creative industries, where casual chats near the coffee machine can spark big projects.
We sat down with Ilya Volkov, Program Director of Silver Mercury Network, which is slated for July 3-5 in Moscow. Ilya has studied the needs of the professional community and brings together experts, agencies, and advertisers every year.
Q: Ilya, why are in-person conferences still important in the digital era?
- In-person conferences provide something that digital events can't—the "presence effect," spontaneous insights, genuine engagement. From our survey for the Silver Mercury Conference 2025, 91% of respondents highlighted the unique experiences they seek at conferences, unavailable in open-source content.*
Online delivers information, but offline offers involvement. It's about exchanging ideas, forging trust, and feeling part of the industry, not just an observer. That's why there's a growing demand for live formats.
Q: What business tasks are tackled at conferences?
- The primary purpose is to stay updated with market trends. Participants come to understand the industry's direction, which technologies are on the rise, and which are becoming obsolete. Secondly, networking is key. Nearly half of our attendees make real deals and partnerships after attending such meetings.*
But it's not just about big business. Small agencies, freelancers, marketers from the regions—for them, the conference is often the starting point for expanding connections, sharing experiences, building business relationships. It's a bustling marketplace, in the truest sense.
Q: What conference format is popular today?
- Our survey revealed: 42% of participants prefer the three-day "deep dive" format. People want a chance to dig deep—to listen, discuss, and rethink. The conference is no longer an afterthought; it's a working tool.*
Moreover, VIP participation is in demand. It offers direct access to dialogues with industry leaders, separate sessions, and ample time for reflection without overwhelm. It's not about exclusivity; it's about effectiveness.
Q: What motivates participants most?
- It appears the main drivers are "getting a better understanding," "finding new partners and collaborators," and "gaining insights not accessible online." Around 35 points (on the priority scale) were scored by factors related to depth—the opportunity to reflect, ask questions, and think beyond templates.
Q: What does Silver Mercury Conference offer in this sense?
- We're creating a conference as a hub for ambitious and thoughtful individuals. It's not just a stage with speakers, but a space for discussions, networking, and rejuvenation. We cater to marketing, creativity, ESG, HR, and technology—because that's what the real industry looks like today.
The 2025 conference will offer a concentration of industry leaders, new and relevant content, and of course, networking opportunities. It's not about "listening and leaving," but "arriving, engaging, and leaving with renewed determination." That's our vision for an effective event in today's communication environment.
Q: Is it all about results or emotions?
- It's about connection. Today's market is hungry for solutions, not just information. However, these solutions are born where there's energy, interaction, and discussion. A conference is a rare place where business, creativity, and people truly intersect. And that's where the real meaning lies.
- Ilya Volkov, the Program Director of Silver Mercury Network, believes that in-person conferences are still important in the digital era because they provide a "presence effect" that cannot be replicated online, offering genuine engagement, spontaneous insights, and unique experiences.
- At conferences like Silver Mercury, small agencies, freelancers, and marketers from various regions often find it to be a starting point for expanding connections, sharing experiences, building business relationships, and immersing themselves in the industry, making it a bustling marketplace.
- The 2025 Silver Mercury Conference will cater to marketing, creativity, ESG, HR, and technology, aiming to be a hub for ambitious and thoughtful individuals seeking deep discussions, networking opportunities, and a rejuvenating experience.
- For participants, the main drivers for attending conferences are gaining a better understanding, finding new partners and collaborators, and accessing insights not available online. At these events, there is a rare intersection of business, creativity, and people, which fosters the birth of innovative solutions in today's market.
