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<Img
img="/uploads/etika_nejrosetej_c5ddc95460.png"
alt="Ethical Challenges with Neural Networks"
/>

Discussions about neural networks are ongoing, with new AI-based programs and applications constantly being released. For marketing professionals, keeping up with these trends is challenging, and it's even harder to choose among the multitude of applications to find those truly worth using.

Certainly, neural networks are not a panacea. They cannot accomplish anything without human input. The key issue here is ethical considerations. Neural networks are almost incapable of generating content that could be immediately applied across any industry without concerns. There should always be symbiotic relations between human activity and technology: AI suggests ideas, and humans edit and refine them.

To train a neural network, an enormous dataset is required. The more data, the more sophisticated the AI model will be. However, access to information can be hindered by issues related to confidentiality and intellectual property rights. Ethical questions stand out distinctly. They will be explored within the scope of this article.

## Human or Machine?

Today, virtually no online business operates without content generated by neural networks. This technology significantly eases the work of specialists: they can enjoy the creative process rather than deal with routine tasks. However, every time [**we use AI**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life), the following questions come to mind.


### 1. Who owns the content or code created by a neural network?

If you use AI to write code or blog posts, who owns the copyrights? Is it you? Or the provider of the neural network? Legislation currently lacks a clear answer regarding the ownership of intellectual property results obtained through neural networks.


### 2. Do you want to assist your competitors?

If you create content using a neural network, the data you upload will be used to train other AI models. This pertains to situations where competitors might be interested in your company's data, such as closed-source code under NDA or a marketing strategy that surpasses theirs.


### 3. How to deal with the risk of legal action for using content created by AI?

There have been cases where people were sued for using content generated by neural networks. Even companies like Google have faced similar issues.


### 4. What if there's no longer a need for manually created content in the future?

Neural networks can generate content optimized for search engines. Will this lead to a decrease in the value of 'human' content? Or will generated and manually created content organically complement each other?


### 5. Isn't there a risk in giving confidential and corporate information to neural networks?

Artificial intelligence tools need data for training and operation. What data is needed? How will they be used? What are the confidentiality issues when transferring data to artificial intelligence?


### 6. Who is responsible for incorrect information?

AI tools and [**chatbots**](https://altcraft.com/blog/what-distinguishes-chatgpt-bard-and-bing-in-the-world-of-marketing) are not flawless. They make mistakes. What happens when neural networks generate inaccurate content? Who is responsible for this?

Artificial intelligence tools largely depend on the data they are trained on to create the final text. What goes into the input data will reflect in the output. Sometimes, AI can learn biases and stereotypical thinking.

<Img
img="/uploads/stereotypical_AI_thinking_performed_by_chat_GPT_e4a1b0136a.jpg"
alt="Stereotypical AI thinking performed by ChatGPT"
src="Stereotypes performed by Artificial Intelligence"
/>

### 7. Can AI replace humans in the workplace?

Will neural networks replace marketers when they can create 10 times more content than humans using only 10% of the resources? How will the decision-making process change for humans? What will happen to human rights?


### 8. How will the implementation of AI affect the cost of content?

If AI can create content indistinguishable from human-generated content, will the cost of content decrease? People might not want to pay for material if they can get it for free from AI.

## The problems with AI are becoming evident

Generative neural networks are not always accurate. But the main issue arises when sensitive information about a company is uploaded to AI; the AI developer gains access to that information and can freely utilize it.

Therefore, confidential data should not be handed over to neural networks without the owner's permission. When training AI models, it's crucial to ensure that the information used for training was obtained legally and doesn't violate any laws or regulations. Most publicly available generative AI services (such as ChatGPT) do not disclose the datasets they were trained on. As a result, it's unclear who actually owns the data.


<Img
img="/uploads/problems_with_AI_generated_content_2e4c4a5759.jpg"
alt="Problems with AI-generated content"
/>


The situation is exacerbated by the inability to verify the objectivity of the results, and AI bias is a real problem. Robots 'pick up' stereotypes from training data. They can convincingly lie. Therefore, it's unwise to trust content generated by AI as the sole source of information, especially when it comes to scientific research.

Identifying issues with AI is not difficult. Content created solely by neural networks stands out significantly:

- Long, complex paragraphs with repetitive content 

- Clumsy clichés, awkward structure, and syntactically long sentences 

- Abundant use of adjectives 

- Facts based on subjective opinion.

<Gallery>
<GalleryItem
original="/uploads/ethical_problems_with_neural_networks_504eeff9b9.png"
thumbnail="/uploads/ethical_problems_with_neural_networks_504eeff9b9.png"
/>
<GalleryItem
original="/uploads/what_problems_of_ehtics_with_AI_50e97b3737.png"
thumbnail="/uploads/what_problems_of_ehtics_with_AI_50e97b3737.png"
/>
</Gallery>

## Ethical rules for using artificial intelligence

Using generative AI is recommended with a license from the company. This is important in terms of responsibility and ownership rights. However, it's crucial not to directly copy the content or code of a neural network. Always edit, modify, and supplement material to make it unique.

- [**Data protection**](https://altcraft.com/blog/how-to-respond-to-data-breaches) is the most important aspect. The accuracy of information generated by neural networks is questionable, and it should not be blindly trusted, especially in the case of rapidly changing topics. 
- The output of a neural network should not be copied verbatim. Generating content is good, but always remember the need to refine the output for truly fresh ideas. 
- Artificial intelligence is excellent for surface-level exploration and idea testing. It should not be used to prove one's ideas. 
- Most information is considered 'sensitive' content. Any information entered into a neural network may be accessible to competitors, current and potential clients. 
- Do not share personal data with AI tools like ChatGPT. The same applies to customers' personal data (names, email addresses, phone numbers, and other personally identifiable information).

## Using neural networks: pros and cons

You decide which ethical principles you want to adhere to and what standards to apply in your company. However, relying solely on a neural network to create content isn’t the solution.

Gather as much information as possible on the topics you're interested in. Review videos, documents, blogs, drafts, etc., and compile them to create a substantial library of information. Then, write a portion of the content yourself and let artificial intelligence refine the rest. Maintain a consistent writing style and incorporate relevant examples and keywords.

### Examples of misuse of neural network tools

- Generating content for marketing emails using personal licenses. 

- Inputting a company's financial data into an AI algorithm. 

- Generating code using neural networks and using it without making any modifications.

### Examples of effective use of AI tools

- Using corporate licenses to generate content for email campaigns; testing and meticulously editing content before publication. 

- Engaging neural networks to improve algorithms without handing over the code to AI directly. 

- Generating ideas for new marketing campaigns and analyzing how they could benefit the business.

## Everyone knows that your content is written by a neural network

Let's set aside ethical issues related to AI, confidentiality, and cybersecurity. One of the biggest problems arising from the improper use of AI is that text generated by neural networks is relatively easy to identify.

### Why is it a problem?

Let's say you use AI to automate all your "cold" emails. Outlook by Microsoft and Gmail by Google are the two largest email service providers. [**To protect their clients from spam**](https://altcraft.com/blog/how-to-avoid-spam-folder-in-gmail), they flag emails generated by neural networks as spam. The capability to identify such messages has improved. So even if your crafted message looks impressive, it will be rendered useless if it doesn't land in the potential client's mailbox.

While it might seem like just an email, phishing attacks based on artificial intelligence are increasingly common. To safeguard their clients, major tech companies are blocking content entirely created by neural networks.

People might lose interest in your email if they suspect its content was entirely crafted by a neural network. Expanding the volume of text at the expense of quality will likely cost both you and your company.

However, using AI and machine learning algorithms isn’t a crime. Not all content needs to be generated by artificial intelligence. It’s more practical to use AI for inspiration, planning, and headline creation, but it shouldn’t entirely replace human effort.

Ongoing neural network advancements pose challenges in marketing. Ethical considerations and human-AI collaboration remain vital.

medium_ethics-neural-networks.png

small_ethics-neural-networks.png

thumbnail_ethics-neural-networks.png

ethics-neural-networks.png

Today we suggest to consider aspects of ethical problems in working with neural networks.

Important Ethical Aspects of Neural Networks Today

Ethical Challenges in Working with Neural Networks

<Img
img="/uploads/neural_networks_8668b76426.png"
alt="Neural Network Hallucination, Types, Causes, Mitigation"
/>

Almost every day, there are news reports about the achievements of neural networks. ChatGPT, Midjourney, and others are highly popular and frequently searched on Google Trends. It may seem like neural networks can already do everything, and humans should prepare for unemployment in the near future.

Machines indeed solve many problems, but their "brains" are not perfect yet. Creativity is entirely beyond the reach of robots. Frequent hallucinations in artificial intelligence make it an unreliable replacement for humans, especially in fields where human safety and health are at stake.

Let's explore why and how neural networks make mistakes and how to reduce their hallucinations at the user level.

## How neural networks make mistakes and why

### Opacity of results

It's impossible to explain the underlying principles by which a neural network generates a specific result. Although we understand [**the principles of its operation**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life), the "thought process" of a robot remains a black box. For example, you show an image of a car to a neural network, and it insists it's a flower. Asking why it arrived at that result is futile.

While such errors might be amusing for an average user, the unpredictability can have unpleasant consequences for business processes.

This lack of transparency can pose a problem for any business that aims to communicate openly with customers, explaining reasons for rejections and other company actions. Social media and various platforms that rely solely on automated moderation are particularly at risk.

For example, in 2021, Facebook's* artificial intelligence (using neural networks as its data processing method) removed user posts featuring historical photos of a Soviet soldier with the Victory Banner over the Reichstag. The neural network deemed it a violation of community rules. The company later apologized and explained that, due to the pandemic, many content moderators were not working, leading to the use of automated checks that resulted in such errors.

Similar issues in AI moderation were reported on YouTube. During the pandemic, neural networks became overly zealous, removing twice as many videos for inappropriate content as usual (eleven million). Of these, 320 thousand were appealed and reinstated. Thus, the digital world still relies on human intervention to address these challenges.

### Discrimination by neural networks

Sometimes, artificial neural networks exhibit unfair behavior towards individuals of a certain nationality, gender, or race, especially in the fields of business and law enforcement.

In 2014, [**Amazon's AI**](https://www.reuters.com/article/us-amazon-com-jobs-automation-insight-idUSKCN1MK08G) assessed responses to job descriptions and consistently assigned lower scores to female candidates. As a result, female applicants were more frequently denied employment, despite the absence of objective reasons for such rejections.

In the United States, facial recognition systems have been known [**to incorrectly identify**](https://gizmodo.com/detroit-police-chief-admits-face-recognition-doesnt-wor-1844209113) a significant percentage of African Americans, leading to unjust arrests.

### Need for large volumes of data

The need for large volumes of data is a significant challenge for neural networks. They are data-hungry and require vast amounts of information for training, sometimes even personal data. Collecting and storing such data is neither straightforward nor cost-effective. When neural networks lack sufficient data for training, they tend to make errors.

For example, in 2022, drivers of right-hand drive vehicles [**started receiving fines**](https://lenta.ru/news/2022/05/23/shtrafy/) due to AI. The neural network couldn't distinguish between a person sitting in the seat and an empty seat, leading to fines for not wearing seat belts. Developers attributed this problem to data insufficiency. They explained that the AI needed a substantial amount of right-hand drive vehicle data to avoid errors. However, this doesn't guarantee accuracy, as AI can be confused by glares and reflections on cameras.

Sometimes, these cases can be comical. For instance, Tesla's autopilot system [**failed to recognize**](https://korzik.net/video/133351-tesla-mozhet-ponjat.html) a rare form of transportation – a horse-drawn carriage on the road. On other occasions, neural network glitches can be quite alarming. There have been instances where [**Tesla's system detected**](https://motor.ru/news/tesla-fail-13-01-2021.htm) a person in an empty cemetery, causing panic among drivers.

### Lack of definitive answers

Neural networks can sometimes struggle with tasks that a five-year-old child can easily handle, like distinguishing between a circle and a square. A child would accurately point out where the square is and where the circle is. In contrast, a neural network might say it's a circle with 95% confidence and 5% confidence that it's a square.

### Risk of hacking and deception of neural networks

Neural networks are susceptible to hacking just like any other systems. Hacking a network is almost like a scene from science fiction where the villain forces robots to go haywire. Indeed, knowing the weaknesses of a neural network allows manipulation of its operations. For instance, a car's autopilot might start running red lights instead of stopping for green.

In an experiment, researchers from Israel and Japan attempted [**to deceive a facial recognition neural network**](https://arxiv.org/abs/2109.06467) using minimal makeup, significantly reducing its accuracy. Prior to this, the network would malfunction in the presence of camouflage, glasses, or bright elements in the frame, but such disguises were highly noticeable. Therefore, this artificial hallucination was crucial to test whether simple makeup could confuse an AI, which was also developed using a neural network. However, poorly thought-out makeup did not induce any significant recognition errors.

In another demonstration, researchers from Toronto illustrated [**how a neural network could be hacked**](https://arxiv.org/abs/2106.09898) using simple symbols that are imperceptible to the user.

[**Since 2013, a vulnerability in neural networks has been identified**](https://arxiv.org/abs/1312.6199) – the adversarial attack, where a tiny amount of noise is added to an image. This causes the network to misidentify objects in the image, such as labeling a table as a car or a tree as a supermarket trolley. Even after a decade, there is no absolute solution to this problem.

### The complexity of neural networks

Like any complex system, neural networks are imperfect. They learn quickly and can process vast amounts of data, but they lack a complete analogue to human critical thinking. Although a neural network can challenge information and understand its mistakes, sometimes it simply "believes" in incorrect things and confuses facts, leading to the creation of its own fabrications. This tendency is especially pronounced when the initial information is derived from unreliable sources.

The complexity of neural networks and their aspiration to emulate human intelligence raise concerns in society. In March 2023, Elon Musk, the founder of Tesla and SpaceX, [**published a letter**](https://futureoflife.org/open-letter/pause-giant-ai-experiments/) requesting a six-month halt to the training of neural systems more advanced than the GPT-4 version. Over 1,000 specialists, including Evan Sharp, the founder of Pinterest, and Steve Wozniak, the co-founder of Apple, endorsed this statement. The number of signatures has now exceeded 3,000.

### Superficial assessment of information

When it comes to generating text, a neural network doesn't think metaphorically like a human; it merely uses statistics based on word usage and phrases. The system, in a way, predicts the continuation. It doesn't have the capability to conduct a deep analysis and find causal relationships in the text.

### Lack of uniqueness in results

Although a neural network is designed to generate new content based on a multitude of examples, there are instances where the robot might simply [**produce a slightly modified image**](https://arxiv.org/pdf/2301.13188.pdf) from its training data. In such hallucination scenarios, personal user data could inadvertently be included in images accessible to outsiders.

A probable cause for this error is attributed to the repetition of certain images in the training data.

### Neural networks do not understand human anatomy well

Often, images generated by various neural networks show extra or distorted fingers, additional hands, legs, or missing body parts, strange shapes for teeth, tongues, eyes, and more.

Neural networks particularly struggle with fingers, which may resemble animal paws more than human hands, and they often make errors in counting them. This is because the network processes images of people from various angles but lacks a deep understanding of how to anatomically position body parts like fingers, eyes, teeth, and so on, resulting in these kinds of images.

<Img
img="/uploads/Neuralnetworkhallucination_6e202446c3.jpg"
alt="Neural network hallucination problems with counting fingers"
src="When hallucinating, a neural network can generate a person with three fingers on their hand"
/>

<Img
img="/uploads/Neuralnetworkhallucination2_ab230210cb.jpg"
alt="Neural network hallucination produce pictures with strange eyes"
src="Generated image from several user photos that produced strange eyes"
/>

<Img
img="/uploads/Neuralnetworkhallucination3_0e192733c6.jpg"
alt="Neural network hallucination produce pictures with strange hands"
src="This photo is fine at a glance, but look at the hands"
/>

<Img
img="/uploads/anatomy_c566e22a74.jpg"
alt="Neural network hallucination produce pictures of knights with strange anatomy"
src="Here the neural network drew on-demand knights that turned out to have no eyes, not enough hands, and some don't even have feet"
/>

<Img
img="/uploads/creepycreation_b1c21b44b1.jpg"
alt="Neural network hallucination produce pictures with strange anatomy"
src="Sometimes the pictures generated by the neural network look kind of creepy. Like, for example, the kind of gnarled teeth that the monsters have."
/>

### Neural networks simply go mad


American researchers have found that [**certain neural networks**](https://altcraft.com/blog/what-distinguishes-chatgpt-bard-and-bing-in-the-world-of-marketing), such as ChatGPT and Midjourney, [**start hallucinating significantly**](https://petapixel.com/2023/08/11/ai-trained-on-ai-images-produces-terrible-results-study-finds/) after undergoing five training cycles. There's even a term for this phenomenon called Model Autophagy Disorder (MAD), where the results deteriorate with each new cycle of multiple training sessions.

Neural networks can sometimes be unpredictable. For example, in response to the query "Who was the sole survivor of the Titanic?" the neural network confidently provided the name of the supposed "sole" survivor and even shared some details about their life.


<Img
img="/uploads/wronganswerfromneural_84622eff6c.png"
alt="ChatGPT hallucinating"
/>


It's interesting to note that the neural network, when asked for sources in the subsequent query, promptly apologized for any misinformation and provided the correct information: that there were 705 survivors out of a total of 2224 passengers on the Titanic.


<Img
img="/uploads/correction_9404fb277d.png"
alt="ChatGPT corrects itself after hallucinating"
/>


Autonomous behavior was noticed in the MY AI chatbot from Snapchat, which once [**posted**](https://www.independent.co.uk/tech/snapchat-twitter-b2394029.html) an unclear photo in its stories. Users were alarmed by such behavior, and some even began to uninstall the app. Interestingly, initially, MY AI did not have the capability to create stories as part of its functionality. Hence, a small machine uprising occurred.

## Avoiding neural network hallucinations

Neural network developers are aware of these issues and are exploring solutions. For instance, [**OpenAI**](https://www.ixbt.com/news/2023/06/02/v-openai-pridumali-sredstvo-ot-galljucinacij-u-nejrosetej.html) has proposed a new method to combat hallucination. The idea is to reward the AI specifically for correct answers, not just any final outcome, encouraging the network to better verify facts. However, the problem is likely to remain relevant for a long time, as research is ongoing.

Despite these challenges, people continue to use neural networks and encounter difficulties. While the average user may not delve into the code, certain actions can improve AI outcomes.

**How to use neural networks to minimize hallucinations:**

**1. Be specific in your queries:** Avoid abstract tasks and provide clear, specific instructions. For example, instead of saying, "Write a text about fashion in 2023," say, "Write a text about fashion trends for the spring-fall season of 2023."

Paul McCartney reportedly used a method involving AI to collaborate on a song with John Lennon, who had long passed away. The same algorithm [**was applied**](https://www.cnet.com/tech/the-new-beatles-video-and-how-ai-is-helping-and-hindering-the-music-industry/) earlier in creating the documentary series "Get Back" about the legendary Beatles. Using neural networks with precise commands, they managed to separate Lennon's voice from the instrumental sounds.

**2. Provide more information:** Neural networks have vast knowledge from their training data, but understanding your request without context can be challenging. Explain your query in detail. For instance, if you expect a text about the Joker character in a Batman movie, specify that you mean "The Dark Knight" from 2008.

**3. Fact-check:** Verify the information provided by the neural network and point out errors if any.

For instance, in earlier versions of ChatGPT, it could be easily confused by questions containing deliberately unreal information:

<Img
img="/uploads/question_397bef3789.png"
alt="Neural network hallucinates, real example"
/>

The neural network confidently provides an answer even without understanding that a person cannot walk on water.

## Summary


Despite the high expectations for neural networks, they are far from perfect. Robots often make mistakes, providing incorrect information, generating strange images, misidentifying objects, and more. AI is also sometimes accused of discrimination and generating content that is not entirely original but slightly altered. In other words, they cannot operate without human supervision and corrections.

Hallucinations in neural networks occur due to the complexity of the system, the large volumes of data that need to be processed (and their insufficiency). The reasons behind decision-making are unclear, definitive answers are not always provided, and responses are often probabilistic. Additionally, neural networks are vulnerable to hacking, and they can sometimes go haywire due to frequent retraining.

To mitigate these issues, it is essential to provide clear and context-rich input to the neural network and always verify the results for accuracy.

**Facebook and other products by Meta are considered to be extremist and are forbidden in the Russian Federation.*

Neural networks may hallucinate, producing convincing but false outputs, raising concerns about the reliability of AI-generated information.

medium_neural networks.png

small_neural networks.png

thumbnail_neural networks.png

neural networks.png

Neural networks may hallucinate and produce convincing but false outputs. This leads to concerns about the reliability of AI-generated content.

Neural Network Hallucinations: Types, Causes, Mitigation

Neural Network Hallucinations: Types, Causes, and Mitigation

<Img
img="/uploads/altcraft_updates_tag_manager_3f90256abf.png"
alt="Platform Updates: Pop-ups, Tag Manager and Image Gallery"
/>

Altcraft Platform is committed to development: the appearance of Pop-up windows and Tag manager, also updating the gallery. Introducing new tools in the platform will help you collect leads and also easily make changes on the site using the Tag manager.

Today we will tell you more about the updates to our platform.

## Tag Manager

**Altcraft Tag Manager** is a tool to help online marketers. It allows you to manage HTML tags and JavaScript code without involving developers. You'll be able to create, add and update code fragments on your site to track user's activity and feed data into the platform. Our manager works similarly to Google Tag Manager.

**Today we will tell you more about the updates to our platform.**

A **container** is a wrapper where all tags, triggers and variables are stored. This is the main code that is added to the site and is responsible for activating tags.

A **tag** is a fragment of a code that performs a specific function (for example, displaying a pop-up to site visitors).

A **trigger** is a specific condition for a tag to fire. For example, a trigger could be a button click or a page loading.

A **variable** is a parameter to which values are passed. It is used in both triggers and tags.

The appereance of Tag manager we will show you later

## Pop-up windows

What is a pop-up? It is a window that appears on a site on top of the main content. It is necessary to attract the user’s attention and encourage him to take a targeted action: subscribing to a newsletter, offering a discount or promotion, collecting applications, etc.

You can create a pop-up in a visual editor. You can place a code of a finished pop-up on your website pages. An easier option is to use Tag manager. Tag manager's triggers will help you quickly set up conditions for a pop-up to appear on your site.

### How to create a pop-up

Go to the **“Weblayer”** section, select **“Pop-ups”** and create a new pop-up:

<Img
img="/uploads/creating_a_popup_b22c650d3a.png"
alt="Creating a pop-up in Altcraft Platform"
/>

Next, you have several types of pop-up available:

- A **pop-up modal** appears in the center of the screen and attracts a user's attention as it darkens the background of the web page. As a rule, it is needed to collect email contacts;
- A **floating bar** is located at the top or bottom of the page. Visible on a screen even when scrolling a page. Suitable for informing users about news or special offers;
- A **slider** appears in the lower right corner of a browser. It is the least intrusive and does not interfere with viewing the content of the site. It is a small window for displaying additional information, suggestions or feedback forms;
- A **page takeover** takes up the entire screen. Site users will definitely not miss this information.

<Img
img="/uploads/type_ecbbe2e0d6.png"
alt="Choosing the type of pop-up window in a business automation platform"
/>

The platform already has several templates ready. Select any of them, and then change the design, text and other elements of the pop-up in the editor.

<Img
img="/uploads/setting_1_1a84fc18f6.png"
alt="Choosing a template for a pop-up and changing its design"
/>

Next, go to the **“Actions”** section. Here you can configure the import of users who filled out the pop-up form into the profile database.

<Img
img="/uploads/setting_2_4baa4685af.png"
alt="Ability to customize user import"
/>

All that remains is to publish your pop-up on the site. There are two ways to do it. First way is adding a script to a site page manually or adding a script through a Tag manager. The second way is easier because it allows you to place a container code once on a website page. All further settings are specified in the platform interface.

### How to add a pop-up to a website using Tag manager

To add a script using the Tag manager, save a pop-up and go to the “Appearance” section. Click the Bind button and select a container. Enter a tag name, set activation settings and restrictions. Next, select a trigger (a condition for triggering the tag).

<Img
img="/uploads/trigger_2_3b8bc75899.png"
alt="Trigger selection example"
/>

Save a tag. The specified condition for displaying a pop-up will be displayed in the **“Appearance”** section.

<Img
img="/uploads/creating_a_popup_4e079a84d0.png"
alt="Setting up a popup on a website using Tag manager"
/>

Save a pop-up and publish it. Go to the linked container and click **Publish**. Select Publishing and creating a new version. Ready!

<Img
img="/uploads/making_changes_d850963ebb.png"
alt="Saving and publishing pop-ups using Altcraft Platform"
/>

You can analyze the results by pop-ups in the **“Analytics”** section.

<Img
img="/uploads/analytics_42bb1bc8ed.png"
alt="Pop-up analytics section available in Altcraft Platform"
/>

## Gallery update

The platform's gallery interface has been updated. Folders have appeared for more convenient organization of images. You can also now select multiple objects and delete or download them.

<Img
img="/uploads/new_gallery_8ec1048afe.png"
alt="New version of the gallery in Altcraft Platform"
/>

## Conclusion

We talked about the latest updates to our platform. We hope these new tools will help you improve your marketing strategy. If you have any questions or suggestions, please share with us. We are always happy to receive feedback.

New tools have appeared in Altcraft Platform. In this article we talk about pop-ups, tag manager and updated gallery.

medium_altcraft_updates_tag_manager.png

small_altcraft_updates_tag_manager.png

thumbnail_altcraft_updates_tag_manager.png

altcraft_updates_tag_manager.png

New tools have been introduced in Altcraft Platform. In this article, we talk about Pop-ups, Tag manager and updated gallery.

Platform Updates: Pop-ups, Tag Manager and Image Gallery

Updates of Altcraft Platform: Pop-ups, Tag Manager and Image Gallery

<Img
img="/uploads/Pop_ups_e8d206ea92.png"
alt="Pop-ups: Definition, Purpose for Business, Its Types"
/>



A "pop-up" is a graphical user interface element that appears on top of the main content on a website or in a software application. Pop-ups have been around since the early days of the internet and continue to be in use today.

While the opinions of marketers about this tool have always been mixed, pop-ups can be found on hundreds of websites. Pop-ups are used for collecting contacts, increasing sales, and informing users.

We will explain how to create pop-ups correctly to avoid irritating users and provide examples of pop-ups from brand websites.

## What are pop-ups and their benefits for business

A pop-up is a type of window that appears unexpectedly on a website at a specific point during page viewing. Pop-ups offer users the opportunity to subscribe to a newsletter, download free materials, provide information about promotions and discounts, or simply convey important information.


<Img
img="/uploads/image5_afa0d0dd43.png"
alt="Example of a pop-up window"
src="A pop-up window"
/>





### The purposes of pop-ups include:

**Lead generation.** Pop-up notifications encourage users to provide their contact information in exchange for a gift, information, discount, or another [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it). This helps businesses generate leads (phone numbers, emails) and continue communicating with potential customers through email marketing and other methods, ultimately leading to conversions.

**Increasing sales.** Pop-ups inform users about current promotions and discounts that they shouldn't miss. Without such a pop-up, customers might not discover the attractive offers on the website, potentially leading to increased sales.

**User retention on web pages.** Search engines often evaluate websites based on the duration users spend on them. The longer a user stays on a site, the better it is perceived by search engines. To retain users, exit-intent pop-ups can appear when a user attempts to leave the site, capturing their attention and motivating them to stay.

**Information delivery.** Pop-ups are an effective way to communicate changes in a company's operations, technical updates on the website, and other important information. Using pop-ups ensures that information reaches customers, preventing negative reactions from those who were unaware of the changes.

**Conducting surveys and Tests.** Pop-up windows are used to conduct A/B testing for offers, advertising designs, and more. They can also be used to gather user feedback through surveys.

**Sending reminders.** This is particularly useful for e-commerce websites when a user [**adds items to their cart**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate) but forgets to complete the purchase. A pop-up page can remind users of their incomplete action, potentially recovering abandoned carts and boosting sales.


## How to create a proper pop-up

Creating an effective pop-up requires careful planning and consideration of several key factors to avoid irritating users and achieve your intended goals. Here are some tips for creating pop-ups correctly:

**Timing:** Choose the right moment for your pop-up to appear. Avoid triggering pop-ups immediately after a user lands on the page, as this can be annoying. Consider options like exit-intent pop-ups, time-based pop-ups, or triggers based on user actions to display pop-ups at more relevant moments. Test different timing strategies to find the most effective one.

**Distinctiveness:** Ensure that your pop-up's design and format stand out from the rest of the content on your site. It should not blend in with other ads or elements, especially if it appears outside the center of the page.

**Clarity and simplicity:** Keep the pop-up straightforward and uncluttered. Use clear and concise text to explain your offer or what you want from the user, whether it's subscribing to content, providing contact information, or taking some other action. Avoid multiple offers in a single pop-up, and make sure the close button is easy to find.

**User benefits:** Clearly communicate the benefits to the user if they take the action you're asking for in the pop-up. Explain what they will receive in return, whether it's a purchase bonus, free materials, or valuable information.

**Device adaptation:** Test how your pop-up form is displayed on desktops, tablets, and smartphones. Nobody likes extra actions or scrolling through a huge pop-up on a small screen—users may simply close the page in such situations. By the way, [**mobile pop-ups deliver 42% better results**](https://getsitecontrol.com/blog/website-popup-statistics/) than desktop ones.

**Placement:** Experiment with different pop-up placement options. The classic center-of-the-page pop-up is not the only choice. Pop-ups can also appear on the sides, top, or bottom of the page. Testing will help you determine the right placement for your specific audience and goals.

**Moderation:** Avoid bombarding users with multiple pop-ups every few seconds or on every page. Moderation is key to prevent user annoyance and maintain a positive user experience.

**Remember** that there is no one-size-fits-all solution for the timing, design, and placement of pop-ups. Test, test, and test again to find what works best for your specific situation.



## What pop-ups can be 
Pop-ups can be categorized based on their **placement on a webpage**:

- **center pop-ups:** these pop-ups appear in the center of the page, covering either the entire screen or a part of it; 

- **sidebar or scroll-following pop-ups:** these pop-ups are located on the side of the page and move along with the user's scrolling; 

- **top and bottom bars:** these pop-ups often take the form of narrow bars that appear at the top or bottom of the screen.


<Gallery>
<GalleryItem
original="/uploads/popup_center_a08bdf90d2.png"
thumbnail="/uploads/popup_center_a08bdf90d2.png"
/>
<GalleryItem
original="/uploads/scrool_following_7f9ebb126b.png"
thumbnail="/uploads/scrool_following_7f9ebb126b.png"
/>
<GalleryItem
original="/uploads/popup_at_top_5fbf023479.png"
thumbnail="/uploads/popup_at_top_5fbf023479.png"
/>
</Gallery>


**By timing of appearance**, there are welcome pop-ups: a user enters a page, and after a few seconds, a notification appears. Other pop-ups "react" to actions or inaction: for example, a person viewed specific content, clicked a button, or left items in their cart. Another type of pop-up is retaining pop-ups that appear when closing a page.


<Img
img="/uploads/image1_85db73ddab.png"
alt="Example of a pop-up that appears when the user leaves the page"
src="A pop-up of leaving page"
/>





**By the content of the information**, pop-ups are divided into promotional, informational, pop-ups for collecting contacts through [**lead magnets**](https://altcraft.com/blog/what-is-a-lead-magnet), and for subscribing to content. Pop-ups may also include surveys and offers for a callback to the customer if they leave their contact information.


## Examples of pop-ups 

### Promotional pop-ups

These are pop-ups with discounts and promotions. They can be simple informational ones, notifying about discounts or offering promo codes. There are also interactive options with gamification.


<Img
img="/uploads//coffeeculture_3b4db20d85.png"
alt="Pop-up offering a 15% discount for subscription"
src="Discount pop-up"
/>





Pop-ups with gamification elements are a distinct type of promotion. Users are often offered the opportunity to spin a roulette wheel, similar to a casino, with the chance to win a bonus that will be sent to their email.

<Img
img="/uploads/wild_93a39beda8.png"
alt="Gamification in pop-up real example"
src="Real example of pop-up"
/>




### Pop-ups with lead magnets

Pop-ups with lead magnets offer users free materials in exchange for their contact information. This approach typically [**increases subscription rates**](https://getsitecontrol.com/blog/website-popup-statistics/) by an average of 155%.

For instance, a bonus might include a free course, some informational resource, etc.



<Gallery>
<GalleryItem
original="/uploads/lead_magnet_49db7b2cbb.png"
thumbnail="/uploads/lead_magnet_49db7b2cbb.png"
/>
<GalleryItem
original="/uploads/free_guide_41d0a3a0f5.png"
thumbnail="/uploads/free_guide_41d0a3a0f5.png"
/>
</Gallery>



### Surveys
Surveys are used to gather insights about the audience or as a method to engage users.
For example, a cosmetic website may suggest that users specify their skin type while filling out a subscription form in the pop-up. 


<Img
img="/uploads/surveywittpopoup_6ccb9f7733.png"
alt="Survey within a popup example"
src="Survey within a popup"
/>



Even simple "yes" or "no" responses can fall under this category of pop-ups. In this case, it's assumed that people might feel uncomfortable clicking "no" and potentially missing out, which may lead them to consider the offer.


<Img
img="/uploads/image11_cdfebe11f8.png"
alt="Pop-up with a survey"
src="Survey pop-up"
/>



### Informational pop-ups

Informational pop-ups are used to communicate changes in the company's operations, delivery, technical updates, and more. This category may also include rare and unique approaches, such as using pop-ups with video testimonials that accompany users as they scroll through a language learning service's webpage.


<Img
img="/uploads/infpopup_74afb5230a.png"
alt="Informational pop-up on the web store"
src="Informational pop-up"
/>





### Subscribe to the newsletter

These are the most common pop-ups that encourage users to leave their contact information so that the company can continue to send them content or other information. In this case, the pop-up is located at the bottom right of the page, allowing users to continue viewing website content without interruption and giving them the option to decide on their subscription at their own pace.


<Img
img="/uploads/offertosy_ubscribe_a2a2fc553f.png"
alt="Offer to subscribe in a pop up window"
src="Offering pop-up window"
/>




Popup subscriptions are typically combined with a promotional offer. In many cases, when subscribing, users are often offered a discount on their first order.


<Img
img="/uploads/subsforonlinestore_c836a50250.png"
alt="Popup subscription form on online store"
src="Popup subscription"
/>






### Callback request, registration forms, etc.

Pop-ups with a callback request immediately capture customers. On one hand, they collect contact information, and on the other, they facilitate [**the customer's journey**](https://altcraft.com/blog/stroim-customer-journey-map), as not everyone is comfortable making the first call.

However, registration forms in pop-ups are more common. They collect basic user information, which is then added to the subscriber's profile.


<Img
img="/uploads/registrationform_fe094f9b8c.png"
alt="Popup registration form"
/>





## Summary

A pop-up is a website element used for lead generation, information delivery, and boosting sales through discounts and promo codes. Pop-ups can appear as a greeting when a user enters a website, after a certain time of viewing, or triggered by user actions. There are also exit-intent pop-ups designed to retain users who are about to leave the site.

To avoid irritating site visitors and make pop-ups noticeable, it's important to consider the timing of their appearance, allowing users to explore the page's content. Design should be distinct from standard advertising and not get lost in the content. Additionally, the placement of the pop-up matters, whether it covers the entire screen, appears in the center, on the side, or at the top of the page. There is no one-size-fits-all solution for pop-ups, and their effectiveness is often determined through A/B testing.

Website pop-ups generate leads, deliver info, boost sales with discounts, after a delay, or based on actions. Exit-intent pop-ups aim to retain departing users.

medium_Pop-ups.png

small_Pop-ups.png

thumbnail_Pop-ups.png

Pop-ups.png

Website pop-ups generate leads, deliver info, boost sales with discounts, after a delay, or based on actions. Exit-intent pop-ups aim to retain departing users.


Pop-ups: Definition, Purpose for Business, Its Types

Pop-ups: What Are They, Their Purpose for Business, and Types of Pop-Up Windows

<Img
img="/uploads/image3_1_019c96d686.png"
alt="Seasonal Marketing as a Profit-Boosting Tool"
/>


Demand for products and services isn't always constant. Some items are only purchased during specific seasons, such as sandals in summer, snow tires for cars in winter, or Valentine's Day gifts on February 14th. To maintain consistent sales, marketing strategies must adapt to these fluctuations in demand.


Seasonal marketing campaigns have limited, often very short, durations, making the preparation of such advertising even more critical than usual. Missing the timing or executing incorrectly may result in waiting a whole year for another opportunity.


This article explores the nature of seasonal demand, the advantages of seasonal marketing, and how to launch a temporary advertising campaign, with examples from various brands.


## What Is Seasonal Marketing


Seasonal marketing is the practice of adjusting a brand's advertising activity based on fluctuations in demand throughout the year. During certain periods, consumer activity decreases, while in others, it reaches its peak. Marketers must adapt their campaigns to align with customer behavior to achieve the best results.


Several factors influence demand, including changing seasons and weather conditions (e.g., the transition from warm to cold seasons), holidays, and other events. For example, insect repellents are purchased during the summer, but there is little demand for them in the winter. Similarly, chocolate snowmen and artificial Christmas trees are primarily sold in the lead-up to the New Year.


Seasonality is often categorized into three levels, assessed based on the extent of sales fluctuations.


<Table>
| Degree of seasonality | Percentage of sales drop | Example |
| ------ | ------ | ------ |
| **Moderate** | 10-20% | Such fluctuations in sales are typical for year-round products that are relevant throughout the year, such as household appliances and personal hygiene products. |
| **Vivid** | 30-40% | Seasonal demand often occurs at the beginning of the summer cottage season for construction materials because many people undertake such projects during the summer and spring. |
| **Harsh** | 50-100% | It applies to products that are relevant for a very short period. For example, holiday-themed gifts for Easter, New Year, and similar occasions. |
</Table>


### How to predict future demand for a product


To plan marketing activities effectively, you can calculate a seasonality coefficient to determine which months of the year experience increased or decreased sales.


This coefficient is calculated on a monthly basis using the following formula:

<Img
img="/uploads/season_marketing_formula_b617f3b24f.png"
alt="Seasonality factor formula in sales"
src="Seasonality factor formula"
/>


The result will look like this, for example:


<Table>
| Month | Seasonality coefficient |
| ------ | ------ |
| January | 0,82 |
| February | 0,84 |
|March | 0,83 |
| April | 0,91 |
| May | 1,03 |
| June | 1,15 |
| July | 1,32 |
| August | 1,27 |
| September | 1,03 |
| October | 0,95 |
| November | 0,92 |
| December | 0,93 |
</Table>

To calculate the average sales for a year, you need to sum the quantity of products (or services) sold each month and divide it by 12.

There are more in-depth methods to study demand seasonality. The ratio of the monthly market fluctuations to a year or a period over several years reveals the seasonality index.

## Why is seasonal marketing important

Marketers take the seasonal factor of demand into account to retain or attract more customers for businesses and make them the right [**offers**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it). Fluctuations in periods of buying activity also present opportunities for growth and development.

### What are the benefits of seasonal marketing

**Increased sales** due to a rush for specific products or services when customers have an urgent need. *For example, during a heatwave, there is a higher demand for seasonal services like air conditioner installations.*

Another scenario is the return of a "dormant" [**customer base**](https://altcraft.com/glossary/everything-about-the-customer-database) – people who are already familiar with your brand but are waiting for discounts on seasonal items or are making purchases because the product has become relevant to them. *For instance, someone may have subscribed to a sunglasses store's account in the winter, followed their content, and made a purchase in the summer.*


**Attracting new customers.** When there are shifts in demand from low to high, it becomes easier for businesses to acquire new customers as people are actively seeking specific seasonal products and services.

**Increased brand recognition.** Seasonal fluctuations in demand provide an opportunity for a brand to make a statement and enter the market with its offerings. Special promotions and creative advertising campaigns that set the business apart from others can enhance brand recognition and attract customers through various marketing channels.

## How to create a seasonal marketing campaign

The key rule of seasonal marketing is to prepare in advance. At the very least, start planning several months ahead to go through all the stages without rushing.

Here's what you need to do:

**1. Perform the analysis:**


- Review past seasonal advertising campaigns to identify shortcomings and adopt best practices, including techniques, tools, and platforms. This process is convenient and straightforward, especially if you have a [**customer data platform (CDP)**](https://altcraft.com/en) where all customer data and marketing projects are stored. 

- Understand the audience that purchases seasonal products, including their age, problems, interests, and more. Take into account the feedback provided by customers in the previous season. To create a comprehensive picture, outline your customer's journey. For instance, use tools like [**customer journey maps (CJM)**](https://altcraft.com/blog/stroim-customer-journey-map). 

- Examine user search queries made during past years, especially concerning the months when seasonal demand peaks.

**2. Set objectives, choose campaign dates, and establish evaluation criteria**, typically focusing on return on investment (ROI) to gauge the return on investment.


**3. Develop creative campaigns and determine the discount levels** you are willing to offer. The offers should be enticing and expected, as people are aware of seasonal discounts and often anticipate them.


**4. Select the tools and formats for implementation.** After analyzing past campaigns, you will gain insight into which communication channels are most effective, such as email, [**messengers**](https://altcraft.com/blog/messenger-marketing), or push messages. A creative approach to advertising will set you apart from competitors. Consider launching more than just a promotion; create a game, devise special themed content, or alter the design. Do not be afraid to introduce new tools like dynamic elements in emails or programmatic advertising. Test and select the best options.


**5. Launch the campaign and monitor the results.** Stay updated to make timely adjustments to your advertising efforts.

## Examples of seasonal brand campaigns

The most popular time for seasonal marketing is New Year and Christmas. For example, a nutrition store organized a 12-day promotion with special offers for customers each day.

<Img
img="/uploads/image7_1_4cd558a428.png"
alt="Holiday promotion for customers of nutrition store"
src="12-day promotion for nutrition store customers"
/>

Small online stores that sell handmade gifts do not miss the opportunity to launch sales and giveaways before the holidays when many people are looking for unique gifts at affordable prices. For example, this craft candle shop offers a Valentine's Day giveaway. One of the conditions is to tag three friends. This will attract people to the store based on recommendations from their friends.

<Img
img="/uploads/image10_fb4aea95c3.png"
alt="Example of promo action with a giveaway for St. Valentine's Day"
src="Promo action with a giveaway for St. Valentine's Day"
/>

A home goods store has launched an email newsletter with Easter sale that lasts until the end of the current day. Here, wordplay is cleverly used: "*An EGGsellent idea*."

<Img
img="/uploads/image9_16c55ad61d.png"
alt="Email newsletter with a smart wordplay"
src="Email newsletter with a smart wordplay"
/>

Traditionally, seasonal advertising campaigns often appear during the summer. People purchase items for leisure and update their wardrobes for vacations by the sea. Here, the newsletter informs about the arrival of the summer collection.


<Img
img="/uploads/image1_1_dd6ddbdd2e.png"
alt="Newsletter for summer season from Esprit store"
src="Newsletter for summer season from Esprit store"
/>

Another example of a marketing move for the summer is a summer sale with a discount using a promo code.

<Img
img="/uploads/image8_8394589fe1.png"
alt="Summer sale from a clothes store"
src="Summer sale from a clothes store"
/>

All brands, especially those selling children's and teenage products, hold promotions at the beginning of the school year. For example, here, the brand offers to dress and equip children at reduced prices, providing a $10 discount for every $40 spent.

<Img
img="/uploads/image2_1_6d3713dbdf.png"
alt="Sale at the beginning of the school year"
src="Sale at the beginning of the school year"
/>

Some brands organize seasonal sales for Halloween. These sales typically include thematic souvenirs, gifts, and items with holiday-themed symbols like pumpkins, candles, and witches. For example, in this case, the stationery company Moleskine offers discounts on special limited-edition series of notebooks and planners designed in a Halloween style.

<Img
img="/uploads/image5_f85a88a783.png"
alt="Real example of seasonal sales for Halloween from Moleskine"
src="Seasonal sales for Halloween from Moleskine"
/>

Practically all brands offer their hottest discounts on Black Friday. This is the Friday following Thanksgiving Day. Typically, the period of grand discounts starts in the afternoon on Friday and often lasts not just for one day but through the entire following weekend. During this time, you can buy some items for as little as 10-15% of their previous prices. For example, the company Sephora offers discounts of up to half the price of their products.

<Img
img="/uploads/image6_5ecda003f6.png"
alt="Seasonal marketing from Sephora offering Black Friday discount"
src="Seasonal marketing from Sephora offering Black Friday discount"
/>

## Summary

Seasonal marketing is a response by brands to changing customer activity throughout the year, influenced by factors such as seasonal changes, holidays, and other events. Demand fluctuations can range from moderate to pronounced, with some periods experiencing a significant drop in sales. Marketers need to be able to react effectively and have a well-defined plan in place to capitalize on high customer activity, boost brand recognition, and attract new customers.

Seasonal advertising campaigns are typically planned months in advance and begin with an analysis of past campaigns, the target audience, and user queries during specific months of the year. Evaluation criteria and promotions are developed, often including sales and discounts.

Seasonal marketing adapts to client demand, with advance planning for targeted campaigns, such as promotions, discounts to boost sales and brand recognition.

medium_image3 (1).png

small_image3 (1).png

thumbnail_image3 (1).png

image3 (1).png

Explore the nature of seasonal demand, and how to launch a temporary advertising campaign, with examples from various brands.


Seasonal Marketing as a Profit-Boosting Tool for Brands

Maximize Sales: Seasonal Marketing as a Profit-Boosting Tool

<Img
img="/uploads/image3_81f3261b7e.png"
alt="Voice Search as a Digital Marketing Tool for Business"
/>

Not long ago, voice commands from a person to a computer were scenes from science fiction movies. Today, [**over 50% of people use voice search to find information on the internet**](https://www.demandsage.com/voice-search-statistics/#:~:text=Voice%20Search%20Statistics%20(Top%20Picks,searches%20take%20place%20every%20month.) almost daily. Voice search offers a convenient way to quickly and easily access information in various aspects of life, such as stores, services, weather, current news, and more, especially when users are driving or have their hands full.


Despite voice input, text remains the foundation of communication, as the system converts spoken language into a textual format to search for answers on the internet and provide relevant results. Voice search opens up new opportunities for marketing and promoting a company. In this article, we will delve into voice search, its advantages, and its integration into businesses.


## What is voice search and why businesses need this tool


Voice search is an automatic speech recognition technology that translates spoken language into text and searches for answers on the internet. Voice-activated search engines are powered by [**artificial intelligence**](https://altcraft.com/blog/what-distinguishes-chatgpt-bard-and-bing-in-the-world-of-marketing) and are a prospective channel for promotion as they take into account SEO optimization rules and provide results that the system deems relevant.


Speech-to-text input is facilitated through special software known as voice assistants such as Google Assistant, Microsoft Cortana, Apple's Siri, Alexa, Bixby, and other systems. To activate the program, you simply need to say a specific phrase followed by your request, for example, "Okay, Google, what's the weather in London?" Voice search works on Android, Apple devices, PCs, and various other systems.


<Img
img="/uploads/voice_assistants_bf4af40d0f.png"
alt="Voice assistants"
/>

The ability to provide verbal commands to search engines is essential for brands looking to expand their audience. It's also another way to engage in primary marketing communications and promote through voice marketing, which includes [**podcasts**](https://altcraft.com/blog/podcast-marketing) and voice-based social platforms like Clubhouse.


## Advantages of voice search


**Voice search on the internet is more detailed** than text-based search. People tend to use more extended and natural language in their queries, allowing search engines to provide better results. Many people find it easier to speak a few words rather than write them down, resulting in more natural and conversational queries.


**Enabling and using voice search is straightforward**, leading to a growing number of users activating this feature. It is predicted that the voice assistant market [**will grow to $56 billion**](https://www.meticulousresearch.com/pressrelease/280/speech-and-voice-recognition-market-2030) by 2030.


**Opportunities for SEO optimization**, which is an essential part of marketing and promotion channels. Detailed queries encourage an extension and clarification of the semantic core, making words and phrases more accurately respond to user queries. The closer the information matches the user's query, the better the indexing.


**User-friendliness.** Voice typing can be done without having to hold the device, which is particularly convenient while driving or when your hands are occupied. It's easier to ask by voice rather than stopping and typing text hastily or on the go.


**Enhanced accessibility for visually impaired individuals.** Users don't need to adjust keyboard settings to a larger font size as voice assistants provide spoken responses to user queries. This helps integrate individuals with disabilities into the digital world.


**Continuous technological advancement.** Voice search is here to stay and continually evolves. It has already become an integral part of everyday life through smart speakers, which control lighting, play music, answer user questions, and provide entertainment. Developers continue to improve speech recognition algorithms, such as Google's Hummingbird, which aims to understand non-standard queries, unclear speech, and complex formulations. As voice search capabilities expand, businesses need to adapt to this trend.


## Which businesses need voice search


Voice typing is particularly important for businesses where users need information promptly:


**Brick-and-mortar stores and services.** When people urgently need to buy something (pet food, medicine, car parts, etc.) or access services (manicures, dental appointments, dry cleaning), a voice assistant can expedite the search process. Users can quickly obtain information about addresses and contact details, sometimes without the need to visit a website, as they want the product or service promptly.


**Cafés and restaurants.** This is especially relevant in tourist areas where proximity plays a crucial role. Users typically prefer establishments nearby when they want to eat quickly.


**Delivery services.** Speed is of the essence when it comes to delivery. People want their items promptly, so they search for nearby companies that can quickly deliver restaurant meals, groceries, packages, and more.


**Taxi services.** Ordering a taxi usually only requires a contact number rather than a detailed website exploration. Being at the top of search results after a user employs voice input is advantageous for these services.


**E-commerce.** Voice assistants can add items to the cart, place orders, and even recommend additional products based on the user's purchase history (as seen with Amazon's Alexa). [**Personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) and speed appeal to users who save time while shopping online.


**Information portals.** Voice typing is convenient for quick data searches, news, and answers to questions. Web resources, including news outlets and content-oriented blogs, benefit when they optimize their content for voice search.
## How to integrate voice search into your company's marketing


### Use long keywords and complete phrases


In voice search, people often speak in extended phrases, such as questions they would ask in a conversation. For example, "*Where can I buy cat food in London?*" instead of the more typical "*buy cat food London*" used in regular text searches. Therefore, it's essential to include complete phrases in your content, even if they are low-frequency. Don't forget to incorporate conversational words that frequently appear in queries.


### Add a FAQ section


A section with specific concise answers will simplify the search and increase the chances of ranking higher in search results. Additionally, there's an opportunity to appear in Google's answer box, where a short text from your website and a link to it will be displayed.

<Img
img="/uploads/image1_1223cea23c.png"
alt="FAQ section as a promotional tool"
src="FAQ section increases the chance of getting to the top of search results"
/>


### Adapt content for mobile devices


[**According to Exploding Topics**](https://explodingtopics.com/blog/mobile-internet-traffic), 92% of people access the internet from mobile devices. It's logical to assume that users also prefer to use voice assistants from their smartphones. Therefore, the website should open conveniently and maintain the same functionality as the desktop version.


### Add your company's addresses to all possible platforms


Create business listings on Google, and all relevant directories. This is crucial for local search, enabling users to find services near their location. Make sure to include contact information and a link to your website in these listings.


*For example, if someone experiences a flat tire late at night and uses voice search to find "24-hour tire repair near N district," having your business listed with the specified address and operating hours could lead the search engine to recommend your service. This approach can significantly improve your company's visibility in local search results for queries containing the term "nearby."*


### Improve website usability and content structure


Standard SEO optimization criteria also work to enhance the effectiveness of voice search. If the website is user-friendly, loads quickly, and functions correctly, it is more likely to rank higher in search results.


## Summary


Voice search is an alternative to traditional text input, where technology converts spoken language into textual queries, providing quick access to information and enabling more comprehensive questions. Voice search is applicable on both PCs and mobile devices, and its ease of setup and use makes it a promising tool. Businesses should consider leveraging voice search for promoting their products and services as it offers a cost-effective way of generating leads, especially for cafes, restaurants, taxi services, and delivery companies.


To ensure users can find their business through voice assistants, companies should optimize website content with long-tail phrases reflecting common user queries, provide sections with straightforward answers to common questions, and ensure mobile compatibility. Creating business listings with company addresses on mapping services is also crucial.

Voice search converts spoken language into text queries, benefiting businesses, especially in food services and delivery industries.

medium_golosovoj_poisk_95f6218ce1.png

small_golosovoj_poisk_95f6218ce1.png

thumbnail_golosovoj_poisk_95f6218ce1.png

golosovoj_poisk_95f6218ce1.png

Voice Search as a Digital Marketing Tool for Business

Voice Search as a Digital Marketing Tool: Integrating It into Your Business

<Img
img="/uploads/kommunikacionnaya_strategiya_626fb0aec3.png"
alt="Communication Strategy and How to Create It"
/>

High sales and brand recognition are impossible without proper communication. Moreover, communication with customers and potential audiences should be regular and consistent. Only in this way will users form a unified brand image and trust will increase.

Companies communicate through online and offline channels, which are managed by different people. Therefore, it is important to establish common rules – a communication strategy to maintain consistency in the style and ideas that the brand conveys. This plan simplifies the work of employees and leads marketing to the desired results.

## What is a communication strategy

A communication strategy is the planning of how a company communicates with its audience to achieve business goals. Through various communication channels, the brand conveys specific information, values, and messages to lead customers to make a purchase, foster greater loyalty, and more.

<Img
img="/uploads/kommunikaczionnaya_strategiya_4af369fffa.jpg"
alt="Build effective communication with target audience"
src="It is important for a brand to build effective communication with its audience. Source: Gettyimages"
/>

A communication marketing strategy addresses specific objectives and aligns with the overall business goals.

**The key objectives of a communication strategy include:**

- Effective interaction with the audience.
- [**Increasing brand loyalty**](https://altcraft.com/blog/customer-loyalty) and recognition.
- Clear communication of information about products and services.
- Boosting company sales.
- Brand image support and prevention of reputation scandals.
- Setting apart from competitors.


Any communication strategy involves working with analytics (market and [**target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) research), brand image development, and engaging with customers through planned channels such as social media, television, outdoor advertising, and others.

## Types of communication strategies

**Communication strategies can be categorized as:**

- **Internal** – This type of strategy focuses on communication within the company, utilizing tools like messaging apps, email, platforms for employee communication, and more. 

- **External** – This encompasses the exchange of information within and outside the organization.

**Based on the perception of the brand, a communication strategy can be further classified into three types:**

**Verbal strategy** includes both spoken and written communication, emphasizing the use of words. Key communication elements in this category include email campaigns, [**messaging app exchanges**](https://altcraft.com/blog/messenger-marketing), video calls, and personal interactions with customers.

<Img
img="/uploads/verbal_brand_positioning_45d39bc9cb.png"
alt="Example of verbal brand positioning by Gail’s Bakery via telling the story of the company"
src="Example of verbal brand positioning by Gail’s Bakery via telling the story of the company"
/>

**Non-verbal strategy** involves communication where words are not used, and meanings are conveyed through body language and tone. It is particularly crucial in video advertising.

**Visual strategy** heavily relies on graphic elements, logos, videos, photos, and may incorporate communication tools from both verbal and non-verbal categories.

The creation of a communication strategy often follows specific formulas.


<Table>
| Formula | Description |
| ------ | ------ |
| **AIDA** (Attention – grab attention, Interest – generate interest, Desire – create desire, Action – call to action) | This is the most well-known model in marketing that first grabs the customer's attention, then arouses their interest, and eventually leads to the desire to buy and the actual purchase. |
| **AIMDA** (Attention, Interest, Motivation, Desire, Action) | The formula mirrors AIDA but adds an extra motivation to make a purchase. These can be various triggers: scarcity, limited time, and so on. |
| **ACCA** (Attention — grab attention, Comprehension — explain the product/service, Conviction — persuade that the client needs to take action (buy/subscribe), Action — call to action) | Another model that resembles AIDA but focuses on argumentation and persuasion. |
| **DIBABA** (Desire - creating desire based on needs, Identification - linking needs to the company's product/service, Damp - pushing the user to take action (make a purchase) and explaining how the company's offer will be beneficial to them, reAction - noting the customer's reaction to the offer, Buy - suggesting a purchase, Atmosphere - creating an atmosphere for the purchase). | Essentially, it's a step-by-step model for selling a product by studying needs and creating the necessary conditions. |
| **4P** (Product - showcase the product, Price - justify the cost, Promotion - market and define positioning, Place - choose sales channels) | It is the formula for the classic marketing mix. |
| **DAGMAR** (which stands for "Defining Advertising Goals for Measured Advertising Results") | According to this model, customers are led through stages of product awareness, comprehension, conviction of the need to purchase, and, in the end, a [**call to action**](https://altcraft.com/blog/what-is-cta). |
| **4A** (Awareness - inform about the product/service, Attitude - shape attitudes, Action - call to action, Action again - motivate repeat purchases) | Here, the emphasis is on customer retention and encouraging them to make repeat purchases. |
</Table>

## How to create a communication strategy

### 1. Analysis

Developing a communication strategy should begin with an analysis of your audience and the competitive environment. It's essential to assess the effectiveness of your current customer communication in existing conditions. This analysis will help you understand trends and identify ways to differentiate yourself. 


**Determine:**

- the state and size of the market;
- your current market position;
- the presence of direct and indirect competitors and their strategies.


At this stage, it's crucial to create detailed profiles of potential customers, including their demographics, interests, values, and what motivates them to purchase your products and services. To simplify this process, create a persona—a specific customer character to whom your brand directs its communication.


### 2. Objectives

Establish the outcomes you want to achieve with your marketing communication strategy. This could include increasing sales, achieving virality (the number of people who have seen your online resources or advertisements), mentions on social media or in the press. 

<Img
img="/uploads/arrow_target_success_concept_jasmin_merdan_f570d6d225.jpg"
alt="Set right goals to increase sales"
src="Setting the right goal is very important when creating a communication strategy. Source: Gettyimages"
/>

A proper objective is measurable and contains specific numerical targets. For instance, "increase conversion by at least 25%." This not only sets a clear target but also defines the resources required to achieve the specified metrics. You can also include additional goals, such as increasing brand mentions by a certain percentage or gaining more social media followers.

### 3. Positioning

During this stage, you formulate the core messages that the company wants to convey to its audience. The messaging should be oriented towards customer values and emphasize the advantages of the product or service. In other words, you determine the positioning of your brand - its place among other companies, products, and its [**unique selling proposition**](https://altcraft.com/glossary/unique-selling-proposition-usp). 

<Img
img="/uploads/Example_of_USP_830057ffdc.png"
alt="Example of USP from a furniture shop Haus"
src="Example of USP from a furniture shop Haus"
/>

A clear company image that is understandable to the users is created and maintained across all resources.


### 4. Timelines and budget

Calculate how much money and time will be required to implement the strategy.

Budget types include:

- Fixed monthly amount that does not change. 

- A percentage of the revenue generated. 

- Residual budget allocated after deducting operational expenses. 

- Flexible budget that is formed based on the needs and complexity of the set goals.

### 5. Media plan

The media plan outlines specific actions and tools for promotion across social media, traditional media, and other resources. It typically details what content is published, on which platform, and at what intervals. Advertising campaigns and their timing are specified, and channels and tools are selected (email marketing, personal sales, banner advertising, etc.). If influencer marketing is part of the marketing campaign, it is included in [**the media plan**](https://altcraft.com/glossary/media-plan-why-you-need-it-and-how-to-create-it).

### 6. Launch and evaluation

Monitor the development of your communication strategy in the field and adjust it as necessary. It's important to analyze the process in real-time to make corrections, eliminate ineffective channels, and ensure that your strategy aligns with your goals. Evaluate the results of your strategy and how well they correspond to your objectives.

**What's important in developing a communication strategy:**

- **Consistency and adherence to the planned approach.** It's a mistake to create a media plan but publish entirely different spontaneous posts. Flexibility is possible, especially when there is [**a newsbreak**](https://altcraft.com/glossary/what-is-a-newsbreak-its-types-and-how-to-create-it), but the overall strategy should be followed.

<Img
img="/uploads/newsjacking_by_IKEA_ffe3b4724b.png"
alt="Example of newsjacking by IKEA, Christiano at Euro 2020"
src="IKEA rebranded its bottle after Christiano Ronaldo removed Coca-Cola from his table at the press conference"
/>

- **Relying on data rather than just experience and ideas.** Creative ideas will emerge during the strategy development process, but it's essential to filter them through market conditions, audience interests (identified in the initial stages of strategy development), and business plans. 

- **Timely error correction.** Any plan, even one based on data, can be flawed and may not yield results during execution.

## Summary

A communication strategy is a brand's plan for engaging with its audience across various channels to achieve specific goals. It is created to increase sales, enhance loyalty and brand recognition, and maintain a consistent brand image.

Communication strategies can be internal (within the company) or external (targeting the public), and they can take the form of verbal, non-verbal, or visual communication. They make use of marketing models such as AIDA, AIMBA, ACCA, DIBABA, DAGMAR, 4P, and 4A.

To create a communication plan with your audience, it's essential to conduct analysis, set goals, determine a budget, select communication channels, and create a media plan. It's also crucial to make adjustments during the process and evaluate the results at the end.

A communication strategy is a plan to convey messages effectively to achieve business goals and enhance brand recognition.

medium_kommunikacionnaya-strategiya.png

small_kommunikacionnaya-strategiya.png

thumbnail_kommunikacionnaya-strategiya.png

kommunikacionnaya-strategiya.png

Develop your communication strategy to maintain consistency in the style and ideas that the brand conveys.

Communication Strategy, Notion and How to Develop It

What Is a Communication Strategy and How to Develop It

<Img
img="/uploads/massovaya_rassylka_b94d660753.png"
alt="Mass Mailing, Its Types, Rules, Examples"
/>

Email marketing is one of the most extensive marketing channels in the world, with [**statistics**](https://www.oberlo.com/statistics/how-many-people-use-email) predicting that by 2023, the number of email users will reach 4.37 billion people. It is advantageous for businesses to leverage this method of communication and grow their email subscriber base.


To reach a large audience, companies often utilize mass mailing campaigns. This is a way to boost sales, quickly inform users about brand news, and maintain communication. Typically, such email campaigns are conducted using specialized tools that automate the email sending process.


In the following sections, we will discuss the features, types, and rules of mass mailing, as well as how to increase their effectiveness and avoid getting marked as spam. We will also provide some examples.

## Mass mailings: what are they and why are they needed


Mass mailing is the sending of identical or similar email messages to a large audience. It can be sent to the entire database or to specific segments grouped based on certain criteria.


Such email distribution may seem similar to spam based on its description, but it is still a marketing tool. Emails are sent only to those individuals who have given consent to receive messages from the brand and can always opt out.


Mass email marketing involves carefully crafted content created after analyzing the target audience. Spam emails are sent to everyone indiscriminately without considering people's interests, often using stolen or purchased [**customer databases**](https://altcraft.com/glossary/everything-about-the-customer-database).


Mass email marketing is necessary to:


- increase company sales; 

- quickly convey information about promotions, discounts, news, and actions; 

- make the company more recognizable and maintain contact with customers; 

- conduct audience behavior research.

## Types of mass mailing


There are various types of mass email campaigns based on their objectives:


**Promotional** emails are campaigns that promote current discounts and brand offers. Promotional mass email campaigns often consist of several emails linked together in a series.


**Informational** emails convey important company news, updates about new products, changes in operations, or events.


**Content** emails provide recipients with valuable materials that help establish the brand as an expert in the field, building trust.


**Trigger** emails are sent in response to specific user actions, such as making a purchase (offering related products) or abandoning items in a shopping cart. These emails are highly [**personalized**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters).


**Transactional** emails are automatic emails confirming payment, order placement, or providing updates on delivery status.


**Onboarding** emails are designed to introduce new subscribers to the company and engage them with relevant content.


**Situational** mass email campaigns are conducted to invite users to brand events or to send holiday greetings.


**Research** emails are used when companies want to gather audience opinions, collect feedback on products or services, and obtain insights on various aspects of their business.


## Rules for mass email campaigns


Mass email campaigns follow the general rules of email marketing:


- **Clearly identify the sender.** Use a recognizable sender name and a subject line that immediately conveys the email's content. 

- **Use permission-based lists.** Ensure that the email addresses on your mass mailing list are obtained through proper consent from users who have agreed to receive emails from your brand. 

- **Create an engaging and consistent design.** Design your emails to be visually appealing and maintain a consistent look and feel. Avoid overloading them with images and animated elements, as they may not load properly for users with slow internet connections. 

- **Include** [**call-to-action (CTA)**](https://altcraft.com/blog/what-is-cta) **buttons.** Add buttons that encourage recipients to take specific actions, such as making a purchase, signing up, or clicking a link for more information. 

- **Test emails before sending.** Always test your emails to ensure they display correctly and function as intended for all recipients. Avoid sending errors to a large audience. 

- **Avoid over-sending.** Do not send emails too frequently to avoid overwhelming and annoying your subscribers. A frequency of one to two emails per month is often sufficient. 

- **Provide accurate company information.** Include accurate company details and contact information in the [**email signature**](https://altcraft.com/blog/signature-in-emails) for transparency and ease of communication.


## How to conduct mass email campaigns without landing in spam


Mass email campaigns can raise red flags with email service providers, so it's crucial to stay within defined limits, adhere to rules, and make necessary settings [**to avoid being marked as spam**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters). Here's how you can do it:


- **Obtain subscriber confirmation.** Require confirmation from subscribers before sending emails. You can implement [**a double opt-in process**](https://altcraft.com/blog/what-is-double-opt-in), where individuals provide their email addresses on your website and then confirm their subscription through an email link. This helps prevent inactive addresses and spam traps from entering your database. 

- **Monitor domain reputation.** Regularly check if your IP address is listed on blacklists, as a poor reputation can increase the likelihood of your emails being classified as spam. Use specialized services to monitor your sender reputation. Also, periodically clean your email list of inactive addresses. 

- [**Configure SPF, DMARC, DKIM records.**](https://altcraft.com/blog/how-to-avoid-spam-folder-in-gmail) Set up SPF (Sender Policy Framework), DMARC (Domain-based Message Authentication, Reporting, and Conformance), and DKIM (DomainKeys Identified Mail) records for your email campaigns. These authentication methods help ensure the legitimacy of your emails. 

- **Include an unsubscribe link.** Always provide an unsubscribe link in your email's signature. Avoid hiding it, as this can lead to user complaints and spam reports. Make it easy for recipients to opt out if they wish. 

- **Gradual list growth.** Don't increase the volume of emails you send abruptly. Sending a sudden surge of emails is a signal to email providers that you may have acquired a list of people who didn't give permission to receive emails. When planning a mass email campaign, build your email list gradually. 

- **Avoid spam trigger words.** Be cautious about using trigger words in your emails. Phrases like "get rich quick," "exclusive offers," and "prize giveaways" are likely to trigger spam filters. Use language that is clear and informative rather than overly promotional.


## How to improve the effectiveness of mass email campaigns

1. **Personalize emails.** Customize emails and send them to [**different segments**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) of your audience based on factors like age, profession, interests, and purchase preferences. Avoid sending the same content to everyone randomly. For example, create product recommendations based on a user's previous orders or offer personalized deals to segments where people have made purchases exceeding $100. 

2. **Analyze campaign results.** Continuously monitor the performance of your email campaigns. Track metrics such as open rates, click-through rates, and which CTAs receive the most clicks. Use the results to adjust your email content. 

3. **Build relationships.** Focus on establishing a connection with your subscribers rather than rushing to make sales. Send informative and valuable emails that introduce people to your brand and products, effectively "warming up" your audience before attempting to sell. 

4. **Reactivation campaigns.** Implement [**reactivation campaigns**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) for subscribers who haven't engaged with your emails for an extended period. Try to recapture their attention, and if unsuccessful, consider removing them from your list. 

5. **Utilize email marketing automation.** Leverage email marketing automation services that adapt to the requirements of email service providers. These tools provide features for efficiently and correctly creating email campaigns. 

6. **A/B Testing.** Conduct A/B testing to compare different email elements such as subject lines, headers, buttons, and designs. This enables you to discover the most effective variations.

## Capabilities of email marketing services


Email marketing services serve as invaluable tools for marketers when it comes to sending messages to large audiences. These legal and relatively straightforward tools save time for professionals and help prevent common mistakes. Let's explore the capabilities that email marketing services offer:


### Email builder


These services often provide a user-friendly email builder that simplifies the process of creating email templates with the help of pre-designed blocks. Users typically do not need to have HTML knowledge, thanks to a library of templates. For instance, the editor in [**the CDP Altcraft Platform**](https://altcraft.com/en) can add AMP elements, adaptive layout blocks, videos, banners, menus, lists, and more. They may also offer a library of images.


### Campaign analytics


Every email marketing service includes [**analytics tools**](https://altcraft.com/en/features/analytics). These range from standard analytics such as open rates and click-through rates to more specialized reports on domains, senders, undelivered messages, and rejected emails. They often provide click maps to identify the optimal placement of buttons in emails and measure conversions and orders.


### Automation


Online mass email campaigns can be easily automated through these services, where users can [**set up email sequences**](https://altcraft.com/help-center/marketing-automation-scenarios/marketing-automation-by-scenario), including regular and trigger-based emails. Typically, it's sufficient to create a scenario once and make adjustments as needed.


### Personalization


Email marketing services enable the sending of fully personalized emails. This is usually achieved through variables, allowing for the insertion of names, accumulated points, discounts, and other user data. Advanced tools curate product recommendations for users and even determine the most effective time to send emails.


CDP [**Altcraft Platform**](https://altcraft.com/en/features/cdp) gathers data from various sources into a unified profile, including personal, demographic, and behavioral data, as well as information about user actions. This data is then used to segment and personalize email campaigns.


### Data collection


These services often offer the ability [**to create email collection forms**](https://altcraft.com/en/features/forms-and-surveys). Email marketers also integrate these services with their data storage systems.


## Examples of mass mailing


The promotional email announces a 50% discount on the third package of business applications.


<Img
img="/uploads/mass_mailing_image1_6b27896b17.png"
alt="Promo email announcing discount"
src="Promotional email announcing the discount"
/>


This informational email announces new layouts available on the Canva platform and invites its users to try them out.

<Img
img="/uploads/mass_mailing_image2_5dbf267a84.png"
alt="Informational email describing new features of service"
src="Informational email describing new features of the service"
/>

In this email, the company is requesting recipients to take a brief survey and provide feedback on their performance. At the bottom of the email, there is a CTA button that leads to the survey page. In other cases, surveys may be included directly within the email, eliminating the need to visit external resources.


<Img
img="/uploads/mass_mailing_image3_ec2f44f8ed.png"
alt="Email asking to take a survey"
src="Email asking to take a survey"
/>


This email from Peet’s Coffee offers its customers the opportunity to download the app, register with a promo code, and receive a $2 discount. Additionally, users will receive a complimentary beverage as a gift for their first order made through the app.
<Img
img="/uploads/mass_mailing_image4_f4983f73a2.png"
alt="Example of promotional mass email with an offer"
src="Example of a promotional mass email with an offer"
/>


The mass email with a reminder about an incomplete order is sent as part of [**a trigger email campaign**](https://altcraft.com/glossary/trigger-campaign-why-to-use-it-to-whom-it-is-suitable) to users who have abandoned their shopping carts.


<Img
img="/uploads/mass_mailing_image5_8e98f7d33a.png"
alt="The email reminding of the abandoned cart as a part of trigger campaign"
src="Email reminding of abandoned cart as part of trigger campaign"
/>

In this case, users receive [**a transactional email**](https://altcraft.com/glossary/transactional-emails-what-they-are) after completing their order. J.Crew is requesting its customers to leave reviews about the items they have purchased.


<Img
img="/uploads/mass_mailing_image6_2eebedba88.png"
alt="Example of a transactional mass email"
src="Example of a transactional mass email"
/>

## Summary

Mass mailing is a method of communicating with a large audience by sending emails to hundreds or thousands of people. Brands use this approach to increase sales, enhance recognition, inform users about changes, and conduct research.

Types of mass mailings include promotional, trigger-based, informational, content-based, transactional, survey emails, onboarding emails, and situational emails.

When sending a large number of emails, there is a risk of ending up in spam folders, so it is recommended to monitor your domain's reputation, provide an option for users to unsubscribe, send messages only to your own database, and gradually increase the volume of emails.

To improve the effectiveness of a mass email campaign, it is advisable to personalize emails, reactivate subscribers, avoid immediate sales pitches, analyze results, and use automation services.

Mass mailing is a marketing strategy that involves sending email messages to a large audience for promotional, informational, or communication purposes.

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Drag-and-drop email designer

Personalized mailings

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Forms and Surveys

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