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url="https://www.youtube.com/embed/NhBQpvICYuQ?si=ISncJuaF5hhLyeEU"
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The digital marketing landscape is constantly evolving, driven by new technologies and shifting consumer preferences. To remain competitive, it is crucial to adapt strategies in line with these changes. Companies that overlook digital marketing trends risk losing customers and missing opportunities to capture new market segments.

Trends highlight effective marketing methods that reduce costs and help boost sales profitability. For instance, a [**McKinsey study**](https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/the-top-trends-in-tech) revealed that companies actively monitoring and adopting modern technologies and trends experience faster profit growth compared to those that do not. Additionally, [**HubSpot reports**](https://www.hubspot.com/marketing-statistics) that the majority of marketers note a significant increase in [**ROI**](https://altcraft.com/glossary/roi-what-it-is-and-who-benefits-from-it) when incorporating current trends into their strategies.

Research indicates that anticipating trends and integrating them into strategies positively impacts businesses. That’s why we’ve explored what trends lie ahead in 2025 and what to expect from the marketing of the future.

## What trends will shape 2025

The upcoming year is expected to bring key trends that will define business strategies and customer interactions. Let’s take a closer look at some of them.

### Artificial intelligence, ML, and hyper-personalization

In recent years, AI and machine learning have become integral not only to daily life but also to business operations. It’s hard to envision the future of marketing without these technologies. Investments in these areas will continue to grow, and those who effectively leverage their potential will gain a significant competitive advantage.

By 2026, 80% of companies expect AI in marketing to become a primary growth driver, with widespread adoption across marketing departments. Brands will rely on algorithms to personalize content, conduct [**predictive analytics**](https://altcraft.com/blog/ml-best-send-time), and optimize advertising campaigns. Chatbots and virtual assistants will become essential to the customer experience, automating interactions and support.
Predictions for 2025 include:

- **Enhanced segmentation algorithms:** AI will enable the creation of more detailed customer segments, ensuring precise audience targeting. 
- **Personalized recommendations:** AI will facilitate [**hyper-personalized**](https://altcraft.com/blog/customer-segmentation-models) offers based on user behavior analysis.

In the near future, AI is expected to process significantly more information. It won’t just gather purchase data but will analyze user behavior across platforms, identify emotional reactions to advertising materials, and even predict future needs. For brands, this heralds a new era—an era of hyper-personalization. Companies will be able to offer customers solutions and products before they even recognize their own desires.

### Generative content

The generative AI segment is experiencing exceptionally rapid growth, with an annual increase [**of 73.3%**](https://www.idc.com/getdoc.jsp?containerId=prUS52530724). This is twice the rate of overall AI investments and 13 times faster than the general growth of the information technology sector.

AI will continue to be actively used not only for analytics but also for content creation. This includes texts, images, videos, and even audio, all generated based on specific parameters and data. In recent years, the idea of tools like ChatGPT has become commonplace. AI is already capable of creating articles, graphics, and even entire marketing campaigns tailored to the preferences of target audiences.

**Trends in generative content for 2025:**

- **AI-powered video creation:** Generative models will be widely used for producing video content, such as clips featuring virtual presenters or videos edited entirely by neural networks.

<Img
img="/uploads/enerativniy_kontent_999469528c.png"
alt="The Altcraft team has implemented video generation for blog articles"
src="The Altcraft team has implemented video generation for blog articles"
/>

- **Interactive elements:** Generative content will increasingly incorporate more complex elements, such as surveys, quizzes, tests, and much more. 
- **Augmented reality (AR) and virtual reality (VR):** Generative technologies will become an integral part of AR and VR marketing campaigns. They will create engaging experiences for users, enabling them to interact with products in a three-dimensional space.

<Gallery>
<GalleryItem
original="/uploads/ar_78703ca63b.jpg"
thumbnail="/uploads/ar_78703ca63b.jpg"
description="Implementation of AR-application for ornamental crops nursery"
/>
<GalleryItem
original="/uploads/tiffani_primerka_kolca_9fd79126d6.jpg"
thumbnail="/uploads/tiffani_primerka_kolca_9fd79126d6.jpg"
description="The Tiffany & Co brand has been using virtual fitting for a while now"
/>
</Gallery>

### Data privacy and marketing automation

Data protection in 2025 remains one of the key trends as digital technologies become an integral part of our lives. Safeguarding users' personal information is no longer just a legal obligation but a critically important factor influencing consumer trust and brand reputation. Data breaches raise serious concerns among users, and the number of threats to personal information continues to grow each year. Therefore, secure data storage is a top priority for companies.

There is also a noticeable trend toward abandoning cookie collection. For instance, Google [**announced**](https://support.google.com/google-ads/answer/14762010?hl=en&sjid=8505648233251381739-EU) the end of third-party cookie support in its Chrome browser by 2025. This marks the beginning of a new phase in online advertising and data privacy. As a result, companies will need to update their marketing strategies and focus on [**first-party data**](https://altcraft.com/blog/first-second-and-third-party-data). This can be achieved through owned channels such as loyalty programs, corporate websites, email marketing, and mobile applications.

In this context, customer data platforms (CDPs) become especially important as they integrate user information from various sources into a unified, profiled database. Selecting the right tools for this process is also critically important. CDPs like [**Altcraft**](https://altcraft.com/en) offer the capability to collect, store, and analyze consumer data, which in turn facilitates more effective customer engagement and minimizes risks associated with data breaches.

<Note>
Data automation was covered in detail [**in the article**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development).
</Note>

### Microtargeting through IoT (Internet of Things)

With the growing number of connected [**IoT**](https://altcraft.com/glossary/iot-what-it-is-and-how-its-used-in-marketing) devices, companies are expected to collect vast amounts of consumer data. Applying machine learning and artificial intelligence methods to analyze this data will enable more precise audience segmentation and consumer behavior prediction. For example, devices will become more predictive in selecting temperature settings, lighting preferences, or even musical choices based on user habits.

Advertising through IoT will feel more natural due to its integration into people's daily activities. Even now, a recommendation reminding someone to buy new water filters is perceived more as helpful information rather than intrusive advertising.

IoT technologies are already being used to determine users' locations through geolocation. For instance, when someone walks past a store, they might receive a notification about discounts or special offers.

IoT-based advertising, relying on precise targeting and data analysis, has the potential to significantly increase [**ROI**](https://altcraft.com/blog/roi-romi-roas-difference). More targeted marketing leads to higher engagement and, consequently, an increase in sales.

### Short videos, UGC, and EGC

Short vertical videos will remain popular in the coming year. They continue to be one of the key tools in companies' marketing strategies.

User-generated content (UGC) will also gain momentum as brands strive to build more genuine and honest relationships with their customers. Companies will integrate UGC to increase trust and engagement, as potential customers tend to trust the opinions of other users more.

<Img
img="/uploads/ugc_trends_b19a1af6c4.png"
alt="Lululemon’s UGC"
src="Lululemon’s UGC"
/>

In addition to UGC, companies will continue to adopt EGC (employee-generated content). This format involves not just employees, but key staff who have an in-depth understanding of the brand, its values, and culture. They share their perceptions of the product and provide insights into their personal experiences working with the company. This type of content is perceived by consumers as more genuine and trustworthy.

<Img
img="/uploads/egc_2daa92cede.jpg"
alt="For example, Anthropologie is actively using the EGC format for TikTok"
src="For example, Anthropologie is actively using the EGC format for TikTok"
/>

## Summary

All in all, success in digital marketing in 2025 will directly depend on how quickly companies can adapt to changes and implement new technologies and approaches. Key trends will remain artificial intelligence and machine learning, which will complement and enhance each other. Neural networks will play a crucial role not only in data analysis but also in developing recommendations for more effective customer engagement across various touchpoints — from social media to offline stores and email campaigns. Marketing automation and an omnichannel approach will continue to be essential trends in handling large amounts of data, helping companies create more personalized customer experiences. Tools like Altcraft Platform will become reliable assistants in this process.

In 2025, digital marketing will rely on AI, machine learning, and omnichannel approaches to deliver personalized, data-driven customer experiences.

trendy-2025.png

About what trends lie ahead in 2025 and what to expect from the marketing of the future.

Trends 2025 in AI and Digital Marketing & Business

Trends for 2025: What Does the Future Hold for Digital Marketing

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url="https://www.youtube.com/embed/kDj4grww72Q?si=nIeMJduaCePgJ8z_"
/>

What do we often reflect on when summing up the year? We recall happy moments, achieved goals, new acquaintances, and express gratitude to those who supported us. Yet, we must remember that successes are possible thanks to the challenges we overcome.

For companies, year-end evaluations are a process of analyzing and assessing achievements, allowing them to draw a line under the past period and identify key successes and areas for improvement. Additionally, this helps in planning future strategies.

In this article, we invite you to look back on what 2024 was like for businesses and to summarize the year by highlighting Altcraft’s major achievements.


## What shaped the business environment in the past year

In 2024, B2B companies focused on implementing innovations, sustainable development, and customer-centric approaches to quickly adapt to changes in the market environment.

The business-to-business sector evolved by embracing new technologies, meeting changing customer demands, and navigating global economic conditions. Below are the key trends and events that defined this period:

- Organizations actively adopted digital solutions to enhance their efficiency and competitiveness; 

- Customer approaches became more [**personalized**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters); 

- Modern businesses increasingly collaborated with strategic partners to develop comprehensive solutions. Instead of competing, companies found value in joining forces to meet customer needs; 

- Video content became an essential part of digital marketing in the B2B sector; 

- With the growing volume of digital data, companies strengthened their information security measures.


## Changes and updates at Altcraft

As previously noted, the year focused on integrating new technologies into processes to automate marketing and sales, [**enhancing the customer experience**](https://altcraft.com/blog/customer-experience-in-digital-strategies). Significant attention was also given to improving the platform’s quality.
The Altcraft brand actively developed its product, updating and refining its functionality. This enabled the company to expand its capabilities, meet market demands, and increase the efficiency of business processes.

### Partnership

This fall, Altcraft entered into a strategic partnership with [**Pixcraft**](https://altcraft.com/blog/altcraft-and-pixcraft-a-partnership), aimed at expanding the functional capabilities of both companies.

[**Pixcraft**](https://pixcraft.io/) is a leading company in developing innovative plugins and tools, offering comprehensive solutions that consolidate all necessary resources for marketers, designers, and developers in one place. The companies have joined forces to enhance productivity and improve the quality of work.

## What’s new in Altcraft Platform

This year, significant attention was given to the technical aspects of the product. We not only expanded the functionality of Altcraft but also made notable changes. Many of these updates were previously detailed in our blog, but we would like to highlight them again here:

### 1. [**Mobile SDK**](https://guides.altcraft.com/en/developer-guide/sdk/features/)

We introduced a tool for integrating push notifications into mobile applications. It simplifies connecting Altcraft's notification system to Android and iOS via Firebase and APNs. With it, you can send notifications containing text, images, and buttons, track their delivery and user interactions, and automatically retry failed requests.

### 2. Global control groups

This new feature allows the creation of profile groups that are excluded from marketing communications. The global control groups mechanism helps assess campaign effectiveness, optimize strategies, and refine core marketing communications.

### 3. New scenarios

In addition to a modern and user-friendly interface, it is now possible to capture profiles based on multiple conditions within a single scenario. This enables users to account for various entry points without creating multiple new scenarios. Up to 10 such conditions can be added to one scenario. For more details on working with scenarios, please refer to the [**documentation section**](https://guides.altcraft.com/en/user-guide/automation-scenarios/9406861/).

<Img
img="/uploads/combined_profile_capture_4106302378.png"
alt="Combined profile capture in Altcraft"
src="Combined profile capture in Altcraft automation scenario"
/>

### 4. [**NPS testing in forms**](https://guides.altcraft.com/en/user-guide/weblayers/forms/nps/)

This method helps evaluate the overall level of customer satisfaction, identify product weaknesses, and strengthen audience engagement strategies. The platform allows you to set up surveys to assess customer loyalty to a company, product, or service.

<Img
img="/uploads/nps_testing_3e325b8528.png"
alt="NPS testing in forms"
/>

### 5. Product feed import via link in Market

Altcraft now supports synchronization of products and SKUs in Market with data from a product feed. This feature eliminates the need to upload a new YML file every time the product feed is updated. Learn more about setting up synchronization with a product feed in the [**documentation**](https://guides.altcraft.com/en/user-guide/market/products/feed-import/).

### 6. Improved customer profile import

The interface has become more user-friendly, with new features that make the import process even more efficient. You can now select file encoding, specify a delimiter, adjust date formats, and edit phone number formats. These updates save time and reduce errors. For more details on the updates, check the [**documentation**](https://guides.altcraft.com/en/user-guide/changelog/v2024470/).

<Gallery>
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original="/uploads/improved_customer_profile_import_35ec48b97c.png"
thumbnail="/uploads/improved_customer_profile_import_35ec48b97c.png"
/>
<GalleryItem
original="/uploads/import_in_altcraft_7ce8cae6b7.png"
thumbnail="/uploads/import_in_altcraft_7ce8cae6b7.png"
/>
</Gallery>

### 7. Email campaign editor update

The visual editor for creating email campaigns has been updated. It now allows you to quickly design email templates and adjust their display for different viewing modes, including mobile devices and dark mode interfaces. The editor supports the simultaneous creation of standard HTML emails and AMP emails with interactive elements. The best part? You don’t need markup language skills or coding experience. Simply drag and drop the necessary elements into your email and replace the text with your own.

## Content, marketing, and PR

We have been actively working to improve the quality of our work, strengthen brand recognition, and develop marketing channels.

- We significantly increased the volume of content: the number of articles grew threefold, and over the year we published more than 150 materials in the blog and glossary. 

- We gradually began integrating AMP technology into our newsletters, making our emails more interactive and dynamic.
- With the advancement of artificial intelligence and machine learning technologies, the use of neural networks in video processing has become an important trend of the year. Following the modern trends in digital marketing, we implemented a neural network for video processing.

<Img
img="/uploads/example_of_a_generated_video_eff9811795.png"
alt="Generated video on Altcraft's blog"
src="An example of a generated video on Altcraft's blog"
/>

- In addition to traditional articles, we explored a new format – interviews. We spoke with the CEO of Altcraft and prepared interesting and useful [**articles**](https://altcraft.com/en/blog).

<Img
img="/uploads/conversation_with_altcraft_ceo_af2f3d12a2.png"
alt="Conversation with Altcraft’s CEO on ML"
/>

## Summary

In the coming year, Altcraft is set for ambitious projects and expanded functionality. We will continue to enhance the product, opening new horizons for marketing automation, focusing on companies with high demands for security, performance, and flexibility.

All the changes mentioned highlight our ability to adapt to market challenges and demands. This not only helps us stay competitive but also strengthens our customer relationships. Altcraft’s ambitions have gained new momentum. We are confident that 2025 will bring even more transformations, opening new paths for development for us and our clients.

Dear readers of the Altcraft blog, may every step you take in the New Year pave the way to new heights and growth opportunities!

Altcraft goes on enhancing its product in 2025, focusing on security, performance & flexibility, aiming to strengthen customer relationships & drive innovation.

the-results-2024.png

About what the outgoing year 2024 was like for business. We summarize and highlight the main achievements of Altcraft.

2024 Altcraft Results: New Features, Partners & Training 

Altcraft: the Results of 2024

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/>

Traditionally, the New Year is a time for change and planning both personal and business goals. For centuries, people have drawn inspiration from the symbolism of the Chinese zodiac, where each year is represented by an animal, with the cycle repeating every 12 years. Each symbol has unique characteristics defined by its color and "element" (natural force).

2025 is the year of the Green Wood Snake, which is just around the corner. Businesses still have time to prepare and plan their activities to attract good fortune. We’ll explore what this year's symbol means for marketers, how companies can prepare to stay relevant and succeed, and how the magic of the zodiac can guide us. Whether you believe in the stars or not, today, let the magic feel real!

## What the symbol of the Green Wood Snake represents

The snake holds a special place in Chinese culture, as these creatures have long been regarded with deep respect. They symbolize nature and wisdom, appearing in jewelry and even divine imagery. For instance, the goddess Nüwa was depicted with the body of a snake and a human head. Even today, in some regions of China, finding a snake in your yard is considered a good omen.

While real snakes often provoke fear due to their danger and unpredictability, the zodiac’s star symbol is entirely different.
The snake’s green hue signifies calmness and wisdom. It embodies flexibility, adaptability, and creation. The Green Snake symbolizes growth, the ability to adjust to new circumstances, a constant upward drive, and honesty toward the world.

The coming year will be favorable for organizations that approach their marketing and processes thoughtfully. The snake dislikes chaos and abrupt moves, favoring those who act with reason and patience.

Flexibility and adaptability — qualities of this year’s symbol — are equally vital for businesses. Success will come to those unafraid of change, open to innovation, and capable of responding effectively to new circumstances. However, there should be no impulsive decisions—only a well-thought-out and clear strategy. With this approach, a company can achieve growth and prosperity.

## What challenges will businesses face in 2025?

Here, we’ll shift from horoscopes to existing trends that are set to intensify. However, the recommendations tied to the year of the Green Wood Snake remain highly relevant in the context of these “earthly” challenges.

### AI will continue to take over the world

Companies will no longer be able to ignore artificial intelligence in marketing and other areas. According to forecasts, the AI market will continue growing at a rate of [**28.46%**](https://www.statista.com/outlook/tmo/artificial-intelligence/worldwide) annually, reaching [**$826 billion**](https://www.statista.com/outlook/tmo/artificial-intelligence/worldwide) by 2030. For instance, ChatGPT attracts more than [**3.66**](https://explodingtopics.com/blog/chatgpt-users) billion users monthly, highlighting the high demand for AI-powered tools.

The reason is the increasing volume of data businesses collect through various marketing channels. The complexity of manual data processing, the risk of errors, and the workload on specialists will push companies to adopt AI-based services more quickly. This is especially true for digital marketing, where neural networks not only process data but also generate content.

<Img
img="/uploads/AI_v_marketinge_e9492c1f7b.jpg"
alt="AI takes over the world"
/>

### The growing volume of data

The trend toward [**omnichannel**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) strategies will increase the amount of information businesses receive as they conduct primary marketing communications. The more touchpoints a business has with a customer, the higher the likelihood of successful conversion. Therefore, companies will need to adapt to customer-preferred communication methods, be accessible on all platforms, and handle large-scale data (big data).

To respond promptly to user actions and gather data, businesses will continue implementing marketing automation. Currently, [**79%**](https://www.emailvendorselection.com/marketing-automation-statistics/) of marketers report automating the customer journey, and this trend is set to grow. By 2030, the marketing automation market is projected to reach nearly [**$14 billion**](https://www.emailvendorselection.com/marketing-automation-statistics/).

With this growth, it will become crucial not only to automate data storage but also to ensure accurate data collection and processing. Machine learning can assist professionals in achieving this.

### The need for personalization

[**80%**](https://ecommercebonsai.com/personalization-statistics/) of consumers are more likely to purchase a product if the offering is personalized, and [**66%**](https://ecommercebonsai.com/personalization-statistics/) expect brands to address their individual needs. Therefore, in 2025, every campaign and communication must be designed to align as closely as possible with individual preferences.

<Img
img="/uploads/personalized_mailing_521a5cd74c.jpg"
alt="Personalized mailing from Etsy based on individual preferences"
src="Personalized mailing from Etsy based on individual preferences"
/>

Personalization is only possible with sufficient customer data that is effectively processed and analyzed. Specialized platforms make this feasible: Customer Data Platforms (CDPs). These multifunctional systems aggregate information from multiple sources, process, store, and utilize it to tailor offers to individual users. For example, in [**Altcraft Platform**](https://altcraft.com/en), data is consolidated into a unified dashboard from all available channels. The platform also supports email campaigns, Push notifications, SMS, and messenger communications.


### The need for data protection

As the volume of data grows, the number of cyberattacks and data breaches also increases. Global financial losses from such incidents have risen from [**$3 trillion**](https://www.embroker.com/blog/cyber-attack-statistics/) in 2015 to an estimated [**$10.5 trillion**](https://www.embroker.com/blog/cyber-attack-statistics/) in 2025. These breaches result in not only economic losses but also reputational risks and legal issues.

In the coming year, businesses will need to strengthen the security of personal data and the systems processing it. Users want assurance that their information won’t be shared with third parties, making automation a compelling argument for consumers. For instance, when an email campaign service operates without direct human access to email databases and other information, data theft becomes impossible.

### The shift of commerce to marketplaces

Currently, 2.71 billion people worldwide shop on marketplaces. By 2025, the number of online shoppers is expected to reach 2.77 billion. Next year, e-commerce will continue solidifying its position in product sales, prompting businesses—including offline sectors and digital marketing—to adapt to this channel.

Mobile traffic is also increasing in marketplace shopping. According to [**data**](https://www.statista.com/topics/871/online-shopping/#topicOverview) from the third quarter of 2024, smartphones dominate when visiting online store websites. This underscores the importance of optimizing selling resources for mobile devices, including mobile-friendly websites and the development of dedicated apps.

<Img
img="/uploads/the_development_of_dedicated_apps_c52090711b.jpg"
alt="For example, L’Oreal has a virtual try on service within their app"
src="For example, L’Oreal has a virtual try on service within their app"
/>

### Economic uncertainty

Global instability, geopolitical conflicts, fluctuations in exchange rates, and key interest rates are likely to continue influencing businesses in 2025. This means potential changes in supply chains, rising prices, and the withdrawal of companies and services from local markets. During times of crisis, customers become more selective and demanding regarding their expenditures. Loyalty to a brand and a clear understanding of the value of purchasing a product or service take center stage.

In such a situation, businesses need to build stable and well-thought-out relationships with their customers and increase engagement in communication. This requires the development of a sound marketing strategy.

## How marketers can tackle the challenges of 2025

- **Create a promotion strategy.** Remember, the symbol of the year is the snake (a sign of wisdom), so moving forward without a clear roadmap is unwise. At the same time, it’s essential to account for the surrounding instability and prepare a backup plan. 
- **Adopt flexible tools** that can adapt to new economic conditions and shifts in user preferences. Such services include CDPs, which create proprietary databases and use them for personalized offers. 
- **Apply a data-driven approach in your work:** analyze customer preferences using AI capabilities that process large volumes of data, [**predict user behavior**](https://altcraft.com/blog/ml-best-send-time), and generate personalized offers. 
- **Automate routine processes** to improve efficiency, speed up responses to customer inquiries, and free up time for strategic planning. With Altcraft Platform, you can implement any marketing strategy, including omnichannel campaigns, personalized offers, mailings, testing, and more. 
- **Ensure transparency across all marketing processes.** In times of uncertainty, it’s crucial to avoid internal chaos. Only a well-thought-out system for data collection, storage, and analysis will provide stability and confidence, which will be especially critical in 2025.


## Summary

The green snake, the symbol of 2025 in the Chinese calendar, will bring success to those who demonstrate flexibility, wisdom, and conscious planning. Businesses will face new challenges: the growing influence of technology and AI, the increasing volume of data and the need to protect it. The demand for a personalized approach will intensify, and the transition of commerce to marketplaces will accelerate. Meanwhile, companies will need to operate in an environment of economic and technological uncertainty.

To improve business performance, marketers must act strategically, demonstrate flexibility, and implement systems that can quickly adapt to new challenges. It’s crucial to rely on data for planning and personalization while ensuring transparency in the processes of data collection and storage. One solution to tackle these challenges is the use of CDPs. And, of course, don’t underestimate the role of good fortune in the year of the green snake!

The green snake of 2025 favors flexible, wise planning. Marketers must embrace AI, personalization, CDPs, and data transparency to thrive.

The-green-snake.png

About what CM and CJM are, how they differ, their roles in your business’s success, and which approach is best to use.

Green Snake 2025: A Symbol of Business Success for New Year

Green Snake: How a Symbol of Flexibility and Adaptability Can Help Businesses in 2025

<Video
url="https://www.youtube.com/embed/Yon__098xMA?si=hwN8B-PdB9SsHvb2" 
/>

The holiday season is here, and with it comes one of the biggest opportunities for businesses to connect with their audience and boost sales. Christmas isn’t just a time for celebration—it’s a prime moment for creative and impactful marketing. With consumers ready to spend and looking for the perfect gifts, brands have a unique chance to stand out by embracing the festive spirit.

In this article, we’ll explore how to craft seasonal [**marketing campaigns**](https://altcraft.com/help-center/marketing-campaigns/which-campaign-type-to-choose) that captivate your audience and drive results. 

<Img
img="/uploads/promocode_chistmas_91a5dbfe9c.jpg"
alt="seasonal marketing campaigns"
src="A Christmas-themed reactivation email from LastMinute"
/>

## Why Seasonal Marketing is Important 

Christmas is one of the most significant retail periods of the year. This makes it a critical time for brands to harness the power of seasonal marketing strategies. 

A [**2023 study**](https://londonlovesbusiness.com/london-small-businesses-make-up-to-86-of-their-annual-revenue-during-the-festive-period/) found that 70% of London small and medium-sized businesses generate up to 86% of their annual revenue from holiday shoppers. Effective Christmas marketing lets you grow your profits, stand out among competitors, showcase your brand’s personality, and build customer loyalty through memorable, emotionally engaging campaigns. 

A [**survey**](https://www.salesforce.com/news/stories/holiday-predictions-2024/) showed that 40% of consumers plan to spend less this year, and 47% expect to spend the same as last year. This means sales growth in 2024 will be limited, with only a modest 2% year-over-year increase predicted. To succeed, brands will need to be more innovative and flexible with their holiday campaigns.

Here are some seasonal marketing tips to help you maximize your profits.

## Seasonal Marketing Tips 

### Kick off a Pre-Holiday Sale with a Countdown Timer 

Start the holiday season with a bang by offering your customers a festive sale. But don’t wait until the sale starts to get the word out—build excitement in advance.

Before the sale goes live, make sure to alert your visitors about the upcoming event. This not only boosts interest and sales but also gives you a chance to grow your email list. Offer holiday shoppers the opportunity to sign up for updates and early access to deals.

Using a [**pop-up**](https://altcraft.com/features/pop-up) is a great way of notifying visitors about the sale and its start date. You can also create some buzz by giving them a sneak peek of what to expect.

<Img
img="/uploads/email_santa_6f185b0c5a.png"
alt="Kick off a Pre-Holiday Sale with a Countdown Timer"
src="Christmas popup example. Source: poptin.com"
/>

### Send Emails at the Right Time 

Timing is everything when it comes to holiday marketing emails. You want to make sure your messages aren’t lost in a crowded inbox, but you also don’t want to miss the perfect moment when your subscribers are most likely to engage. The [**highest email engagement**](https://www.wordstream.com/blog/ws/best-time-to-send-email-campaign) happens between 9 AM to 11 AM. 

However, the ideal time to send an email isn’t the same for everyone. To determine the best time for each recipient, [**use Altcraft**](https://altcraft.com/features/personalization). Its self-learning algorithms personalize the send time, ensuring that each subscriber receives the message when they’re most likely to open and engage with it.

### Keep Promoting Your Sale 

When your holiday sale is live, make sure every visitor knows about it by featuring it prominently on a popup on your landing page. You don’t want anyone browsing your site to miss out on great discounts while shopping for Christmas gifts.

To maximize your reach, integrate your sale announcement into an omnichannel strategy. Promote the campaign across email, social media, and even SMS to ensure your message reaches customers wherever they are

<Note>
Discover omni channel advantages and disadvantages and find out how to implement this strategy — [**read now**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing). 
</Note>

Make sure your messaging is consistent across all platforms and tailored to each channel’s strengths—for example, use engaging visuals on social media, concise reminders via SMS, and detailed offers in email. 

Boost customer loyalty with Altcraft’s omnichannel marketing. Deliver seamless, high-quality interactions across all channels. From email to SMS to messengers, ensure your customers enjoy consistent service and a better brand experience—every time, everywhere. [**Try Altcraft**](https://altcraft.com/features/omni-channel-marketing)!

### Encourage Subscribers to Use Their Coupon Codes

Ensure your subscribers make the most of their discount codes by implementing trigger campaigns powered by dynamic personalization. For example, send reminders about unused discount codes to those who added items to their cart but didn’t complete the purchase or highlight relevant products they’ve shown interest in.

By delivering personalized messages at the right moment, you create a sense of urgency—especially when tied to limited-time holiday offers—encouraging shoppers to redeem their codes and complete their purchases before the Christmas season ends.

### Add Gamification 

Add some fun and excitement to your website or emails by using gamification. Even if visitors don’t know much about your brand, they’ll enjoy interactive features like scratch cards or spinning wheels.

By incorporating holiday-themed games, you can create a festive and memorable shopping experience that keeps visitors engaged and adds a cheerful seasonal touch to your site or messages.

<Note>
What is gamification in marketing and how to use it? Learn more [**here**](https://altcraft.com/blog/how-to-use-gamification-in-marketing). 
</Note>

<Img
img="/uploads/email_message_a3cf4b2fa7.jpg"
alt="Kick off a Pre-Holiday Sale with a Countdown Timer"
src="Email message template with gamification. Source: vouchermatic.app"
/>

To create gamified emails, you’ll need AMP technology. For example, with [**Pixcraft Email Builder**](https://pixcraft.io/builder), you can design interactive emails effortlessly—no HTML coding required.

### Add Special Design Elements 

Make your emails stand out with festive design elements. There’s no need for a complete redesign—small seasonal updates to your current templates can have a big impact.

Add holiday-themed visuals like snowflakes, gift boxes, or decorative borders. Subtle animations, like falling snow or twinkling lights, can make your website or emails feel more dynamic. You can also use ribbons and ornaments to dress up headers and footers. 

<Img
img="/uploads/starbucks_email_ee32836936.jpg"
alt="Kick off a Pre-Holiday Sale with a Countdown Timer"
src="Email example from Starbucks. Source: designmodo.com"
/>

### Entice Shoppers with Free Shipping and Clear Delivery Info

Unexpected shipping costs are a top reason shoppers abandon their carts, especially when they’re revealed at checkout. For many, this last-minute surprise is enough to cancel the purchase.

During the holiday season, customers are not only budget-conscious but also eager to ensure their gifts arrive on time. Clearly communicating shipping details—delivery times, fees, and conditions—can help build trust and reduce cart abandonment.

Free shipping is a game-changer. Did you know that 9 out of 10 [**consumers say**](https://www.invespcro.com/blog/free-shipping/) free shipping is the top reason they shop online more? Orders with free shipping also average 30% higher in value. Additionally, 93% of shoppers are encouraged to buy more products if free shipping is offered, and 58% add extra items to their cart just to qualify.

Including free shipping in your holiday promotions is one of the most effective strategies to increase order value and boost sales.

## Conclusion 

Holiday marketing is all about connecting with your audience in fun and meaningful ways. By adding personalization, gamification, and festive touches to your campaigns, you can boost engagement, drive sales, and make your brand memorable. Start now to make this holiday season your most successful yet!

<Note>
Not sure which marketing platform to choose? We can help with your marketing automation platform selection. Altcraft offers the tools you need to automate, personalize, and optimize your campaigns, making it easier to drive results and save time. [Try Altcraft Platfrom](https://altcraft.com/features/cdp)!
</Note>

 In this article, we’ll explore how to craft seasonal marketing campaigns that captivate your audience and drive results. 

seasonal-marketing.png

In this article, we’ll explore how to craft seasonal marketing campaigns that captivate your audience and drive results. 

What is Seasonal Marketing and How to Use It

Jingle All the Way to Sales: What is Seasonal Marketing and How to Use It 

<Video
url="https://www.youtube.com/embed/_7lx2S9ZI4s?si=k3C1iwoWj3f7qiPQ" title="YouTube video player"
/>

The traditional path for creating products, services, or content involves the work of an internal or external team tasked with executing project assignments. This is a proven method but one that is limited by the knowledge, skills, and experience of the group members, as well as the budget constraints set by the client. Since the early 2000s, a new method — crowdsourcing — has emerged.

This approach involves engaging an unlimited number of people in the joint implementation of projects. In simple terms, crowdsourcing is the creation of a product through "mass participation."

In this article, we will explore in detail what this concept means, the advantages and unique aspects of this approach, provide crowdsourcing examples, and examine how the method can be applied in marketing.

## What is crowdsourcing

Crowdsourcing is the process of completing tasks for a project by various people who are not regular employees or contractors of the business (the client). These tasks may be performed voluntarily or for a small fee. The word crowdsourcing is a combination of two terms: crowd and sourcing, reflecting the philosophy of leveraging collective intelligence.

The process involves a client (a business) who makes project tasks accessible on a specialized platform or their own resources and invites participants to solve them. Participants complete the tasks and provide solutions.

Crowdsourcing is used for:

- product development; 
- generating ideas for business and marketing; 
- conducting marketing research; 
- testing products; 
- creating content.

This concept differs from outsourcing, which involves hiring external specialists to solve tasks under a contract and for payment. It is also distinct from crowdfunding, which involves raising funds for a project without participation in its execution.

## The significance of crowdsourcing globally

The crowdsourcing model provides greater opportunities for creating and improving products, as collective intelligence is always more powerful than a small group of people. Participants with diverse perspectives can point out unconventional solutions and identify errors in development. For this reason, crowdsourcing is widely used worldwide, especially for creating large-scale projects that would be unlikely to materialize if managed by a single team. The method's growing popularity is evidenced by the fact that the crowdsourcing software market is expanding every year and is projected to reach [**$3.02**](https://www.verifiedmarketreports.com/product/crowdsourcing-software-market/) billion by 2030, almost double its size in 2023 ([**$1.47**](https://www.verifiedmarketreports.com/product/crowdsourcing-software-market/) billion).

The most well-known crowdsourcing project is the online encyclopedia Wikipedia, collaboratively and voluntarily created by users since 2001. Anyone can become a contributor on the platform, and today, this online collaboration has resulted in more than [**63**](https://en.wikipedia.org/wiki/Wikipedia:List_of_Wikipedias) million articles.

## Digitalization and crowdsourcing

The concept of crowdsourcing emerged during the era when the world entered an active phase of digitalization in the early 21st century. Although similar principles had been applied throughout history, any pre-digital examples of crowdsourcing lacked the resources for large-scale communication, making widespread implementation impossible. Today, hundreds or even thousands of people can be engaged to generate ideas.

The term "crowdsourcing" first appeared in journalist Jeff Howe's article [**The Rise of Crowdsourcing**](https://scholar.google.com/citations?view_op=view_citation&hl=en&user=qJ-j3oAAAAAJ&citation_for_view=qJ-j3oAAAAAJ:u5HHmVD_uO8C) in 2006, though the foundations of the method were laid earlier. In the 2000s, the concept of "open innovation" was introduced, emphasizing that the development of new products and technologies should involve both internal and external resources. Around the same time, James Surowiecki's book The Wisdom of Crowds promoted the idea that solving problems as a group is more effective than relying on an individual.

Digitalization has enabled the practical application of crowdsourcing for generating ideas. Today, this method is used by a variety of organizations worldwide, including private companies, political entities, and commercial institutions.

## Advantages of crowdsourcing

The method of involving a broad range of people in a project offers the following benefits:

- **Fresh and unexpected ideas for creating, improving, and promoting a product.** The more options are considered, the greater the chance of receiving original suggestions. 
- **Cost savings in product development, as participants may contribute out of enthusiasm.** In contrast, outsourcing teams always require payment. 
- **Enhancements to existing products**, boosting their competitiveness and, as a result, increasing sales. 
- **Faster task completion.** A group of people can complete tasks more quickly than a single employee. 
- **Improved brand image and reputation.** Engaging an audience by seeking their opinions builds trust. 
- **Broader audience reach and geographic distribution of the product.** Crowdsourcing participants from different regions and countries may become potential customers, thanks to the online nature of these projects. 
- **Talent discovery.** Creators of the best ideas and solutions can be invited to join the company as permanent employees.

## Principles of Crowdsourcing

To implement a project through crowdsourcing effectively, it is essential to follow these principles:

**Openness of tasks to specialists with diverse skills and experiences**, allowing anyone to try their hand. At the same time, participants must meet the qualification requirements necessary to complete the tasks.

**Scalability.** The project can include specialists from various cities and countries without restrictions.

**Voluntary or minimal compensation.** The concept of crowdsourcing is primarily based on the work of enthusiasts. While payment is possible, it should not be comparable to the fees of hired employees or outsourced workers.

**Audience engagement.** Tasks are performed by individuals who are primarily motivated to contribute to the creation or improvement of a product, rather than seeking material gain.

**Task fragmentation.** Crowdsourcing assignments are divided into smaller parts that collectively form a large and multi-stage project.

## Technologies for crowdsourcing

Global crowdsourcing has become possible thanks to the development of IT technologies, which have made this approach accessible to millions of people. Additionally, data processing capabilities obtained through this method are also evolving.

### Which IT capabilities facilitate crowdsourcing:

**Cloud technologies.** Crowdsourcing platforms primarily store information in the cloud, saving resources for clients and simplifying interaction with users.

**Artificial intelligence.** Crowdsourcing attracts people for an essential stage of [**AI**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life) training — data labeling. This involves humans verifying the results generated by neural networks, such as determining whether an image or handwritten text is recognized correctly.
A separate area of AI application in crowdsourcing is HITL (Human-in-the-loop). This approach provides real-time feedback from humans who verify the accuracy of neural network actions.

In the future, AI could match tasks to crowdsourcing participants by aligning assignments with their skills. It could also oversee the quality of completed work.

**Blockchain.** This technology enhances the transparency and security of crowdsourcing platforms. Data is stored in a decentralized system and protected against breaches. Blockchain can be used to create digital identifiers that record the entire history of their usage. The technology also ensures secure and transparent payments without intermediaries and allows for cryptocurrency transactions.

## Crowdsourcing platforms

Crowdsourcing typically involves dedicated platforms where clients post their tasks. The process then includes selecting performers and evaluating the results after completion. Large companies sometimes create their own resources. Let’s look at some popular crowdsourcing platforms.

### [**GitHub**](https://github.com/)

A resource for finding collaborative ideas and solutions as well as testing IT projects. Developers upload elements of source code, icons, and images for their projects into specific folders (repositories). Other users can submit commits — changes made in a separate branch (a copy of the repository). Additionally, the project owner has access to all edits and comments. Users can also propose their ideas for changes through pull requests.

<Img
img="/uploads/Git_Hub_e512208ef4.jpg"
alt="GitHub, crowdsourcing service"
/>

### [**CrowdFlower**](https://visit.figure-eight.com/People-Powered-Data-Enrichment_T#)

A platform for working with data through crowdsourcing. Users perform tasks such as cleaning, labeling, and refining information. They check search relevance, annotate images, perform real-time transcriptions, and moderate content. The platform is particularly useful for building [**machine learning**](https://altcraft.com/blog/methods-and-techniques-of-machine-learning) models.

<Img
img="/uploads/Crowd_Flower_e3e3e31708.jpg"
alt="CrowdFlower, crowdsourcing service"
/>

### [**GoDesigner**](https://godesigner.ru/)

A crowdsourcing platform for organizing contests for designers and other creative professionals. The client describes the idea and sets reward options. Participants submit their concepts, and the best one is chosen. Further discussions and refinements take place directly with the creator.

<Img
img="/uploads/godesigner_jpg_6061066f7f.jpg"
alt="GoDesigner, crowdsourcing service"
/>

### [**Mechanical Turk**](https://www.mturk.com/)

A marketplace for completing a wide variety of tasks, from data verification and research to content moderation and participation in surveys. The platform adheres to crowdsourcing principles by breaking down project tasks into smaller parts and allowing people worldwide to participate, ensuring scalability.

<Img
img="/uploads/Mechanical_Turk_ffd747a4c8.jpg"
alt="Mechanical Turk, crowdsourcing service"
/>

### [**HeroX**](https://www.herox.com/)

A crowdsourcing service that enables the launch of competitions to address various challenges across a wide audience. Requests can range from product development and innovations to social and environmental issues. The platform offers tools for creating and managing competitions, as well as a feature for awarding prizes.

<Img
img="/uploads/Hero_X_bee174eafd.jpg"
alt="HeroX, crowdsourcing service"
/>

## Crowdsourcing for Marketing

Marketers use crowdsourcing to address a variety of tasks:

**Audience research.** Through [**surveys**](https://altcraft.com/blog/what-is-survey-creation-services), questionnaires, and feedback collection, brands can gather new information about the needs and preferences of potential customers, as well as insights to improve products and services. This data can later be used to build an effective marketing strategy.

**Increasing audience engagement with the brand.** Inviting people to participate in solving brand-related tasks, such as choosing a new slogan, helps build trust, boost activity, and even attract new customers who were previously unaware of the company.

**Testing hypotheses and products.** Crowdsourcing can identify effective solutions for content sent through [**email marketing services**](https://altcraft.com/blog/top-email-marketing-services-2023), product features, and more. Based on the results, improvements can be made where needed.

**Content creation and idea generation.** Brands gain fresh ideas through contests for video creation, design development, post and article writing, music composition, and more. User-generated content is also utilized in the company's social media to promote products and services.

## How to implement crowdsourcing in marketing and other projects

Crowdsourcing projects can be launched independently through your own resources (suitable for large companies with significant budgets) or using specialized platforms, as discussed earlier.

### How to launch a crowdsourcing campaign:

1. **Define the goal.** Determine the tasks that need to be addressed and the deadlines. Crowdsourcing can be a one-time project or an ongoing process, such as when content moderation or data processing is a continuous requirement for the business. 
2. **Set audience parameters.** Identify the target group who will complete the tasks, as well as the required number of participants, which can be crucial for certain objectives. For example, marketing research results are only relevant when a sufficient number of respondents are surveyed. 
3. **Choose the format of the crowdsourcing campaign.** Decide whether the campaign will involve task assignments, surveys, contests, or other forms. 
4. **Prepare project materials and provide clear instructions.** Clearly describe what participants are expected to do and explain why their contribution is important. 
5. **Outline incentives for participants.** Motivations can range from appealing to users’ desire to help improve a product, offering gifts, or providing monetary rewards, depending on the complexity of the tasks. 
6. **Publish your assignments** on the chosen platform and collect the results.

## Summary

Crowdsourcing involves delegating certain project tasks to external individuals either without payment or for modest compensation. This method has been actively evolving in the digital age as it expands opportunities for generating new ideas, testing and improving products, creating content, increasing audience engagement, and saving budgets on employee wages. People’s participation in online projects provides access to collective intelligence, which has proven to be highly effective.

Crowdsourcing leverages cloud technologies, artificial intelligence, and blockchain, enhancing task performance outcomes and accelerating information processing. To engage participants in crowdsourcing projects, companies use their own resources or specialized platforms such as GitHub, CrowdFlower, Mechanical Turk, HeroX, and others.

For marketers, working with external specialists involves generating new ideas, studying the audience, creating content, and testing hypotheses. To successfully run a crowdsourcing project, it is important to define its goal and the target audience to attract. It is also necessary to clearly explain what needs to be done and motivate participants to complete the tasks at hand.

Crowdsourcing boosts idea generation, product testing, content creation, and audience engagement using AI, cloud tech, and blockchain.

crowdsourcing.png

About what this crowdsourcing, the advantages and unique aspects of this approach, provide crowdsourcing examples, and examine how the method can be applied in marketing.

Crowdsourcing: Platforms for Collaborative Creation

Crowdsourcing in the Era of Digitalization: Technologies and Platforms for Collaborative Creation

<Img
img="/uploads/ml_0326f2f4c4.png"
alt="Best Send Time"
/>

The world is changing rapidly, and those who can adapt to modern technologies stay one step ahead of their competitors. Today, we’ll discuss how machine learning (ML) is transforming the field of marketing.

Machine learning (ML) is a technology that enables systems to analyze data, identify patterns, and use them to make predictions or decisions without requiring manual programming for every step.

The relevance of ML in marketing cannot be overstated. It helps not only with segmenting target audiences but also with optimizing advertising campaigns, forecasting sales, and even personalizing offers. For instance, predictive analytics algorithms can process vast amounts of data on user behavior on a website and recommend products that align with their interests. This not only boosts conversion rates but also enhances the user experience.

There is a wide range of machine learning algorithms available, each designed to solve different types of tasks. Choosing the right mechanism can significantly influence the final analysis results. Let’s take a closer look at one of the most popular models developed using ML methods — the Best Send Time model.
 
<Note>
To learn more about other applications of machine learning algorithms, check out our article "[Forecasting Marketing Trends with Data Analysis and Machine Learning](https://altcraft.com/blog/forecasting-marketing-trends-with-data-analysis-and-machine-learning)."
</Note>

## Best Send Time model

The Best Send Time model helps determine the optimal time to send a message to a customer. Why is this so important?

Imagine sending a promotional message at 3 a.m. What are the chances that the customer will see and open it? Or, consider sending it on an inconvenient day when your target segment is preoccupied with other tasks—the message might simply go unnoticed. Poor timing can lower open rates, diminish customer engagement, and ultimately lead to a drop in revenue.

One of the major international companies approached us to integrate the Best Send Time model into their marketing strategy. The client faced challenges in accurately segmenting their database for message timing. Due to the sheer volume of data, they couldn’t handle the task on their own and entrusted it to our team. How did the process of "creating" and "bringing to life" the Best Send Time model within [**CDP Altcraft**](https://altcraft.com/en/features/cdp) unfold? **Denis Chumachenko**, the company’s CEO, shares the story.

### — Denis, in your opinion, how does machine learning impact marketing?

— In today’s world, machine learning significantly accelerates and optimizes processes by automating routine tasks. Marketing professionals use it to predict user behavior, allowing them to adjust their strategies. For marketers, it’s crucial to predict the best time to send communications, as this increases the likelihood of messages being opened and products being purchased. One of the key goals of marketing is generating sales, which means striving to boost them and engage customers more effectively.

### — Can you explain the essence of this model and its unique features?

— There’s a common belief that the process simply involves creating multiple time intervals and, based on segmentation, concluding that if a person clicked at a certain time before, they will click again at the same time. However, this is an incorrect approach. What if the calculations show their active time is 2 p.m., but it’s already 3 p.m.? Should you wait until the next day? That’s illogical. In reality, people have several active periods throughout the day. Our model determines when the client is most ready to engage while also considering their nearest active time window. This ensures you never miss the best moment to send a message to your audience. That’s undoubtedly a key feature of the Best Send Time model in Altcraft.


### — How was the model created, and what challenges did you face?

— Initially, we chose the Gradient Boosting method to solve the task and used the [**XGBoost**](https://xgboost.ai/) library. However, this approach turned out to be unsuccessful, as it didn’t provide the required performance on large datasets. To speed up predictions, we retrained the model using the [**CatBoost**](https://catboost.ai/) library and achieved a performance increase of more than 30 times compared to the initial version. We also faced the challenge that no ready-made library for working with CatBoost existed for our main programming language, GoLang. So, we had to develop one from scratch. We named it CatBoostGo and began actively using it to solve machine learning tasks within our team. The final result of our work was the previously mentioned Best Send Time model, which predicts the best time to send a message with mathematically confirmed accuracy of 82%.

### — But why not 100% or something close to it?


— The model in question analyzes clients’ historical data. It processes information about each user and their activity. At the right moment, when a marketer needs to initiate communication—like within a specific scenario—the model predicts the optimal time for this in real time. It’s worth mentioning that data processing and predictions occur very quickly, even on large volumes, up to 100 million profiles. Regarding accuracy: if an ML model shows 100% accuracy, it likely means there’s an error in the training process, or the answer to the question is contained within the question itself. For predicting the best time to send messages, accuracy between 80% and 90% is considered excellent. The 82% accuracy figure was achieved using very large datasets provided by the client, containing data on individuals from various countries worldwide. However, when we narrowed the dataset to focus on a single country, the model demonstrated 93% accuracy.

### — What enabled you to achieve such results?


— I believe it’s simply because our team consists of highly skilled professionals who approach familiar challenges with fresh perspectives. We also owe a great deal of gratitude to our client, who provided the data for training; without it, we wouldn’t have achieved such results. The Altcraft team is always open to new proposals and ready to implement any innovative ideas.


### — What advantages set Altcraft Platform apart from similar solutions?


— Modern software often comes with an overwhelming amount of functionality, making it difficult to navigate. Users expect AI to automatically handle all tasks for them, but this approach comes with a limitation: an ML module taking full control prevents users from making adjustments or customizing settings.
At Altcraft Platform, we strive to maintain a balance between automation powered by ML models and functions that users can manage themselves.

<Note>
For more detailed information about how the Best Send Time model works within the CDP Altcraft platform, please refer to the [documentation](https://guides.altcraft.com/en/user-guide/segmentation/89325640/).
</Note>

## Conclusion

It can be confidently stated that [**machine learning**](https://altcraft.com/blog/customer-data-for-machine-learning) is becoming a key tool in the arsenal of the modern marketer. The ability to analyze vast amounts of data, uncover hidden patterns, and predict consumer behavior opens up new horizons for optimizing strategies and improving campaign efficiency. Integrating machine learning into marketing processes not only helps businesses better understand their audience but also provides a competitive edge in a dynamically changing market. In a world where data plays a pivotal role, leveraging machine learning is not just a trend but a necessity for achieving success!

Machine learning empowers marketers to analyze data, predict behavior, optimize strategies, and gain a competitive edge in a data-driven world.

ml.png

About how machine learning is transforming marketing. Let's look at one of the popular models in the Altcraft Platform - Best Send Time.

Best Send Time: Insights from Altcraft’s CEO on ML

Algorithms vs Intuition: A Conversation with Altcraft’s CEO on ML – The Best Send Time Model

<Video
url="https://www.youtube.com/embed/LzfIKa5-IX0?si=ypGZer-0Y-9z2ghT"
/>

In modern business, a key aspect of success lies in establishing effective communication with customers and understanding their needs, preferences, and behaviors.

Two marketing tools are designed to assist with this — Communication Map and Customer Journey Map. These approaches simplify the analysis of customer interactions and help build more effective marketing strategies.

This article will explore what CM and [**CJM**](https://altcraft.com/blog/developing-a-customer-journey-map-with-unspecified-needs) are, how they differ, their roles in your business’s success, and which approach is best to use.

## What is a Communication Map?

A **Communication Map** is a visual representation of all the communication channels between a customer and a company. By using a Communication Map, businesses can understand how and through which means users receive information about the products or services offered.

### Key Elements of a Communication Map

**Communication Channels:** These include social media, email, phone calls, the company’s official website, offline advertisements, and other means of communication. Each channel is assigned a specific element on the map.

**Customer Contact:** Specific instances when a customer interacts with your company. Examples include subscribing to a newsletter, viewing an advertisement, or contacting customer support.

**Messages:** These are critical components that represent how and what ideas, offers, and information the company conveys to its customers.

Each message must address the needs of the target audience, align with the corporate style, and be adapted to specific communication channels.

**Goals:** Every interaction element should have clear objectives, whether it’s increasing brand awareness or improving conversion rates.

### Why do you need a Communication Map?

**Effectiveness analysis:** It provides insights into which channels perform well and which need improvement. Having a clear map allows for easy monitoring and evaluation of the effectiveness of various channels and messages. This facilitates prompt adjustments to the [**strategy**](https://altcraft.com/blog/communication-strategy).

**Budget optimization:** Understanding which communication channels generate the most response helps allocate the budget more effectively.

**Improved customer experience:** A communication map identifies key touchpoints with the customer and shows the best ways to engage with specific users. This allows for a focus on customer needs and expectations, ensuring a personalized approach for each individual.

**Coordination of Communication Efforts:** The Communication Map integrates various campaigns and actions so they work together rather than in isolation. This ensures that all elements of communication — from social media to [**email sequences**](https://altcraft.com/blog/mass-mailing) — support a unified strategy and goal.

## What Is a CJM?

A **Customer Journey Map (CJM)** is a tool that visually represents the entire customer journey with your brand—from the first interaction to the purchase and all subsequent actions. The journey map provides insights into how customers perceive each interaction with your business at various stages.

<Img
img="/uploads/cjm_96090c13a6.jpg"
alt="Example of CJM"
src="Example of CJM. Source: Oberlo"
/>

### Key Stages of CJM in Marketing

1. **Awareness.** The customer first learns about your product. It’s important to consider the sources of information that helped them come to this decision. 
2. **Consideration.** The buyer evaluates and compares options. At this stage, the CJM map reveals how the search for information happens and what emotions the person experiences during the process. 
3. **Purchase.** This includes all actions related to purchasing the product. Here, it’s important to analyze whether the process is easy and intuitive. 
4. **Post-purchase service.** After the purchase, it’s crucial to understand how the customer reacts to your product or service, as well as how their interaction with customer support unfolds. 
5. **Loyalty stage.** This involves the continued communication with your brand after the purchase. It may include repeat sales, recommendations, and [**feedback**](https://altcraft.com/glossary/feedback-what-it-is-benefits-strategy-of-providing-it).

### Why is a customer journey map needed?

**Understanding needs.** The CJM path provides a detailed analysis of how the customer perceives your brand and what emotions they experience at each stage of the journey.

**Optimizing user experience.** Identifying weak points improves interaction and customer satisfaction.

**Strategic planning.** Analyzing the full journey helps in creating effective marketing strategies.

<Img
img="/uploads/cjm_elements_9624e140b0.jpg"
alt="CJM elements"
src="CJM elements"
/>

<Note>
We talked about how to build a cjm map in detail in the article [«Customer Journey Map: How to Create One and Why It's Needed»](https://altcraft.com/glossary/customer-journey-map-how-to-create-one-and-why-its-needed).
</Note>

## How are these approaches related?

Despite differences in their analytical methods, the Communication Map and CJM complement each other perfectly. The Communication Map focuses on analyzing channels and messages, while the Customer Journey Map emphasizes the customer's experience throughout their interaction with the brand. By applying both tools, companies can enhance service quality.

### Similarities:

**Purpose.** Both tools aim to help businesses better understand their audience, tailor their offerings and services, and improve communication with customers. These methods identify pain points and uncover new opportunities for improvement.

**Customer-centricity.** Both approaches place the customer at the center of attention, focusing on their needs, expectations, and experiences.

**Visualization.** Both the Communication Map and the Customer Journey Map are presented visually, making it easier to interpret data and results.

**Study of interactions.** Both tools analyze the relationship between the customer and the brand, examining communication channels and the stages of the purchase process.

### Differences:

<Table>
| Criterion | Communication Map | Customer Journey Map |
| ------ | ------ | ------ |
| **Focus** | Provides information about how data is transmitted and how communication is accomplished. Includes channels, messages and modes of interaction. | Focuses on a person's experience as they interact with a product or service from start to finish. Analyzes the entire chain of contact with the brand and the customer's emotions at each stage. |
| **Structure** | Usually presented in the form of diagrams showing how and through which channels communication takes place: email, phone calls, social media, etc. Describes information relating to key points of interaction. | The analysis covers various stages, from first awareness of a problem to service after the first purchase. Elements such as the motivation, emotions and needs of the customer at each stage of the journey can also be mapped. |
| **Application** | More often used in marketing and copywriting strategies, when it is necessary to understand in what format and with what content to convey messages to the target audience. | Used to improve customer-company interactions, identifying problem areas and suggesting how to improve them. |
| **Measurable indicators** | Satisfaction metrics (e.g., NPS, CSAT) may be included, as the focus is on the emotional state of the individual. | Includes more specific metrics of communication effectiveness (e.g., [**email open rates**](https://altcraft.com/glossary/open-rate-how-to-determine-if-its-good), conversions by channel). |
</Table>

Analyzing the similarities and differences between these approaches, it becomes clear that the Communication Map and CJM are complementary tools. They help companies optimize their operations by gaining a deeper understanding of their audience and creating a positive customer experience at every stage of their "journey."

The use of these approaches significantly enhances the quality of service and customer satisfaction.

### Communication Map and CJM:

**Complement each other.** A Communication Map provides more detailed information about the channels used to interact with customers at each stage of the CJM. This enables the development of more effective communication strategies by taking into account customer needs and desires.

**Touchpoint analysis.** Both tools help identify key touchpoints. However, the Communication Map places greater emphasis on the channels and includes business communication management, while the Customer Journey Map focuses on the overall customer experience.

**Enhancing customer experience.** The combined use of both maps offers a more holistic understanding of the customer journey, which in turn allows companies to adapt their strategies both in communication and user experience.

## Altcraft Platform for Building Communications

In [**Altcraft CDP**](https://altcraft.com/en/features/cdp), communication logic can be built using **scenarios** — programs designed to automate marketing processes.

With these, you can manage customer loyalty, send abandoned cart reminders, create welcome sequences, run retargeting and reactivation campaigns, send payment reminders, and more.
Building scenarios in the Altcraft Platform helps craft a more effective marketing strategy and enables in-depth analysis of customer interactions with the company.

Imagine a potential customer is interested in your product and has already added it to their cart. Using a scenario, you can increase the likelihood of order completion by reminding them about the product after a certain period. Additionally, the scenario allows for the automatic generation of a promo code and sending a personalized offer.

<Img
img="/uploads/abandoned_cart_scenario_d6f8a038a2.png"
alt="Example of an abandoned cart scenario"
src="Example of an abandoned cart scenario"
/>

You can boost your customers' engagement using Altcraft, for example, through a [**loyalty program**](https://altcraft.com/en/features/loyalty-programs). Implementing such a tool helps retain customers, build trust in the brand, increase satisfaction, and encourage [**repeat purchases**](https://altcraft.com/blog/repeat-purchases).

The main goals of these programs are to expand the customer base, raise the average order value, and reduce customer churn.

To implement this in the platform, set up a scenario that, with each purchase, evaluates loyalty based on order data, [**RFM**](https://altcraft.com/blog/rfm-analysis-what-it-is-and-how-to-manage-it) metrics (average order value), or already accumulated bonus points.

<Img
img="/uploads/scenariy_programma_loyalnosti_2_6eb5b20688.jpg"
alt="Example of a customer loyalty management scenario"
src="Example of a customer loyalty management scenario"
/>

With Altcraft CDP, you can implement these and many other scenarios. The platform allows you to trigger them under various conditions:

- Individually for each client when a specific event occurs (abandoned cart, viewed product, registered goal on the website, and more).
- On a set schedule for a selected audience.

The panel displaying scenario progress for clients is located at the bottom of the editor. Detailed campaign statistics used in the workflow can be accessed through the channel report. This section is directly accessible from the editor.

## Summary

The use of Communication Map and CJM is an essential step toward building an effective customer interaction strategy. These approaches are successfully implemented in Altcraft Platform through automation scenarios.

These tools not only enhance the understanding of your customers' needs but also improve the overall efficiency of business processes. Ultimately, the better you know your customers, the more successful your business will be.

Communication Map and CJM in Altcraft enhance customer insights, streamline processes, and improve strategies for better business success.

cjm-i-cm.png

About how Communication Map and CJM in Altcraft enhance customer insights, streamline processes, and improve strategies for better business success. 

Communication Map and CJM: Right Approach for Your Company

Communication Map and CJM: Choosing the Right Approach for Your Business

<Video
url="https://www.youtube.com/embed/Lc6_35sf41w?si=nwDICIO7TMEzG_ni"
/>


Blockchain technology is a topic that has remained popular in recent years, with over [**300**](https://www-demandsage-com.translate.goog/blockchain-statistics/?_x_tr_sl=en&_x_tr_tl=ru&_x_tr_hl=ru&_x_tr_pto=rq#:~:text=More%20than%20300%20million%20people,reach%20%2419%20billion%20in%202024.) million people worldwide using it today. The term is often associated with cryptocurrencies. However, a blockchain wallet is not the only advantage this innovation offers. The technology is chosen for solving other business challenges where data security and transparency are critical. Marketing has also become a field where blockchain is utilized to enhance trust, customer loyalty, and data security across promotion channels. While not a universal solution, it is a highly effective tool for marketers.

In this article, we will explain blockchain in simple terms and explore the advantages it offers for marketing.


## What is blockchain?


**Blockchain** is a decentralized method of data storage across multiple sources, represented as a chain of interconnected, encrypted information blocks. Each element in the chain "communicates" with the others, making it impossible to replace any single block.

**Here’s how blockchain works:** new actions are recorded and verified not by a single source but by a network of computers, all of which have equal rights to process the information. After verifying a transaction, a record of it is added to a new block in the chain and encrypted with a hash (a digital signature).

Although the concept of blockchain technology emerged in the 1990s, it wasn’t realized until the 2000s, when the necessary technical resources became available. The first mention came in 2008 with the description of the first cryptocurrency, Bitcoin. This record was made by an individual under the pseudonym Satoshi Nakamoto (whose real identity remains unknown).

With the growth of the digital environment, blockchain development gained momentum. Today’s blockchain is a mature market, reaching $17.57 billion in 2023. Factors such as the COVID-19 pandemic and the integration of AI accelerated its adoption. Digital transformation and evolving approaches to data security have enabled blockchain to extend beyond the financial sector into other business areas.

The technology ensures security, transparency, and reliable information storage—critical features in a world plagued by data breaches and ever-evolving digital fraud schemes.

<Img
img="/uploads/blockchain_structure_53faeafda2.png"
alt="Blockchain structure"
/>

## Blockchain in marketing


For marketers, the role of blockchain is becoming increasingly significant. The technology helps address several issues:


- False information and news used to attract customers and mislead advertisers. 
- Opaque money flows in advertising campaigns, including unclear commissions. 
- Traffic manipulation, where fraudsters use bots and other automation tools to inflate activity on websites or platforms through fake engagements.

In marketing, blockchain technology is applied to enhance audience trust, as it ensures that recorded information in the chain’s blocks cannot be altered or falsified. Client data protection, transparency in processes, and loyalty programs are elevated to a new level. Below, we’ll explore examples of how blockchain is used in marketing.


## Enhancing data transparency


Blockchain in business enables tracking financial and other actions related to specific clients. This ensures that no transaction is lost or falsified. Disputes are resolved quickly, which increases customer trust.

Marketers also gain clarity on how budgets are spent when conducting advertising campaigns through third-party individuals and platforms. Additionally, blockchain can eliminate the need for intermediaries, reducing costs and increasing trust in customer data. This gives marketers direct access to collected information, which can then be used to fine-tune advertising campaigns. As a result, marketing campaigns become more personalized and effective.


## Protecting personal data

[**The confidentiality of client data**](https://altcraft.com/blog/how-to-protect-customer-data) has been a pressing issue in the fields of marketing and IT for several years. Policies regarding data usage are changing, and access to third-party [**cookies**](https://altcraft.com/blog/cdp-in-the-world-without-cookies) is being restricted, necessitating new solutions for collecting and storing analytics. This is where blockchain’s efficiency proves invaluable, as it protects client information from loss and theft while ensuring that data remains inaccessible to unauthorized parties.

With blockchain technology, it is possible to regulate data access levels and monitor user behavior while maintaining anonymity if necessary. This approach enhances audience loyalty and trust in the company.


## Combatting marketing fraud

Marketing is not immune to fraud: inflated views, clicks, fake metrics, falsified reviews, and other deceptive actions. These practices result in wasted advertising budgets. Moreover, inaccurate data leads to poorly constructed marketing strategies, causing brands to offer customers products or services that do not meet their needs. This undermines trust and reduces loyalty.

Blockchain eliminates fraud because data within the chain cannot be altered, and every action is recorded. This allows marketers to trace the details of advertising campaigns and ensure accuracy throughout the process.

Another advantage of blockchain is the protection of intellectual property rights for digital products. Information about authorship and ownership is securely recorded in the chain and cannot be falsified. Blockchain technology underpins platforms like [**NFTs**](https://altcraft.com/blog/what-is-nft), where the authenticity of digital assets is of critical importance.


## Developing loyalty systems

Loyalty programs often raise concerns among customers. Unclear and non-transparent methods of awarding bonuses and cashback undermine trust and reduce sales.

How blockchain can improve the situation: it increases the transparency of loyalty programs. Decentralized storage of transaction information eliminates errors and data loss. This ensures that customer purchase data is securely saved and bonuses are awarded accurately and promptly. As a result, customer complaints are minimized, and the entire loyalty program becomes transparent and understandable for marketing teams.

Additionally, costs associated with creating loyalty programs can be reduced, as intermediaries are removed from the process.

## Pros & cons of blockchain for marketing

At first glance, the technology seems like an ideal solution for marketing challenges. However, there are nuances indicating that blockchain is not a panacea. Let’s examine the advantages and disadvantages of this method of working with information.

### Advantages of blockchain

**Security:** The technology ensures data protection, which benefits both marketers (as it prevents competitors from stealing information) and customers, who are guaranteed that their personal data will not fall into the hands of undesirable organizations.

**Speed:** Actions occur directly and with full transparency, making data handling faster.

**Accuracy:** Blockchain’s decentralized verification system helps eliminate errors. It also validates the authenticity of information, which is critical for maintaining a brand’s reputation.

**Increased loyalty:** The safety and transparency of a company’s marketing processes foster greater customer trust, helping to build strong relationships and increase business revenue.

**Future potential:** Blockchain technology is continually evolving and being adapted for new fields. Starting to explore its applications now can give a company a competitive edge in the future.


<Img
img="/uploads/benefits_of_blockchain_88195021a1.png"
alt="Advantages of blockchain"
/>

### Drawbacks of blockchain 

**Cost.** Like other IT technologies, blockchain requires the involvement of highly skilled experts and technical resources. After the system is implemented, it also needs continuous support. The cost of this may be prohibitive for small businesses.

**Complexity.** This technology is still relatively new, so its integration and user understanding remain challenging. There are also issues with scalability and compatibility with other systems. Therefore, blockchain remains complex for widespread adoption at the moment.

**Unclear legal framework.** Decentralized data storage raises many legal questions. As a result, blockchain regulation is still in the process of being established and is constantly changing. New legal documents are being introduced to regulate the technology's operations. 
Additionally, IT corporations (Google, Apple) are tightening data policies, which complicates blockchain implementation.

**Rejection.** Any innovation faces resistance. Blockchain eliminates intermediaries in some marketing processes and leaves fraudsters out of work, which, of course, they don't like. Additionally, marketers are not always ready to adopt the new technology due to its complexity and unfamiliarity.


## Summary

Blockchain is a promising technology where data is not stored on a single resource but distributed across multiple ones. At the same time, all information undergoes multi-party verification and encryption. This approach ensures data security, eliminates the possibility of forgery, and increases process transparency.

For marketing, blockchain is valuable in building audience trust. The technology is used in the storage of personal data, collection of customer information, as well as in fraud prevention and the development of loyalty programs. Blockchain provides security, speed, and data accuracy, which increases customer loyalty and boosts company revenue.

At the same time, there are challenges with implementation due to high costs, user misunderstanding, and an uncertain legal framework. Despite these difficulties, blockchain remains a promising direction in the field of marketing.

Blockchain enhances marketing by ensuring data security, transparency, and customer trust, though challenges include high costs and legal uncertainties.

what-is-blockchain.png

About what blockchain is and look at the benefits it provides for marketing.

Blockchain in Marketing, Its Features, Pros & Cons

Blockchain for Marketers: Transparency and Security in Digital Advertising

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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