Interesting and useful articles about marketing, our product and online communications

Tips for Digital Marketing & Sales in Altcraft Blog

Our experts will guide you in maximizing the effectiveness of Altcraft Platform for achieving your goals.

Elevate Your Business 
to a New Level

By continuing to use our site, you consent to the processing of cookies that ensure the proper functioning of the site.

Download documentation

Anti-Spam policy

Blog

Contacts

Support

Partners

Pricing

Privacy Policy

Why Altcraft

Page not found

Help Center: Guides on How to Use Altcraft Platform

Personal data policy

Privacy Policy
and personal data policy

Request a demo | Fill Out the Form | Altcraft Platform

Get Started With Altcraft's Software

Why business chooses Altcraft

processing of personal data

You can ask us your questions. Our experts are ready to answer them within the working day.

What else 
would you like to know?

How to set up a tracking pixel

What is a loyalty program

How to create a customer database

How to manually import customer data

You may be interested

<Video
url="https://www.youtube.com/embed/JDtd8tSmhbU?si=apTKTVnZxMrAoxrY" 
/>

WhatsApp*, with its billions of daily active users, has become an integral part of our daily lives. While WhatsApp is great for personal communication, businesses can also use it to reach out to their customers.

This article explains how to use WhatsApp for marketing and why it's a valuable tool for businesses.

<Img
img="/uploads/messaging_marketing_864abf3a46.png"
alt="Messaging Marketing"
src="Source: business.whatsapp.com"
/>

##How Popular is WhatsApp? 

WhatsApp has solidified its position as a global communication platform. WhatsApp [**boasts a huge user base**](https://backlinko.com/whatsapp-users) worldwide. In the United States, WhatsApp has garnered a significant following, with 64 million users actively engaging with the app each month.

The app's popularity is evident in its staggering daily usage statistics. More than 500 million messages are exchanged on WhatsApp every day, highlighting its role as a primary means of communication for millions of people. 

##Why Using WhatsApp for Marketing is a Good Idea 

WhatsApp, with its huge user base and high engagement rates, offers businesses a great way to connect with their customers in a personal way. As one of the world's most popular messaging apps, WhatsApp offers a unique platform for direct communication that can foster strong relationships and drive customer loyalty.

<Note>
What is customer loyalty and how to boost it? Check out our article: “[**Customer Loyalty: What Is It and How to Calculate It**](https://altcraft.com/blog/customer-loyalty)”
</Note>

While Facebook Business Manager provides fundamental features for WhatsApp messaging campaigns, integrating with customer data platforms (CDPs) like [**Altcraft**](https://altcraft.com/) can significantly enhance your ability to provide outstanding customer experiences.

**Key Benefits of WhatsApp marketing:**

- [**Personalized Communication**](https://altcraft.com/features/personalization): Each recipient gets a personalized message that includes their name and other relevant details. This personalized approach can create a sense of trust and connection. 

- **High Engagement Rates**: With an impressive open rate of [**98%**](https://business.whatsapp.com/blog/use-whatsapp-business-goals), such messages are more likely to be read and responded to than other channels (for example, emails have an open rate of 20%). Additionally, click-through and conversion rates for WhatsApp messages are reported to be [**50%**](https://business.whatsapp.com/blog/marketing-messaging-quick-guide). This high engagement rate reflects the willingness of subscribers to actively participate in conversations, making it an ideal platform for building relationships and driving conversions.

- **Real-Time Updates**: WhatsApp provides a convenient way to inform your clients about important updates, such as upcoming events, order statuses, or promotions. This timely communication can enhance customer satisfaction and loyalty.

- **Global Reach**: WhatsApp's vast user base spans across the globe, making it an effective tool for reaching a diverse audience. Businesses can leverage WhatsApp to connect with customers in different regions.

- **Cost-Effectiveness**: Sending WhatsApp messages is generally more affordable than other marketing methods, making it a budget-friendly option for businesses. _Please note that_ [**_Altcraft_**](https://altcraft.com/) _does not charge additional fees for integrating with the WhatsApp Business API or for sending messages through the platform._ However, you will be responsible for paying the fees associated with your chosen provider. Additionally, WhatsApp itself may impose charges for sending messages, which will be billed separately.

- **Freshness**: WhatsApp marketing is relatively new compared to traditional channels like email, SMS, and push notifications. This presents an opportunity to [**stand out from competitors**](https://altcraft.com/blog/competitive-analysis) who may not have embraced WhatsApp yet. It's a promising channel for reaching mobile-first customers and potentially gaining a competitive advantage.

By effectively utilizing WhatsApp marketing solutions, businesses can create a more personalized and engaging customer experience, leading to increased brand loyalty, customer satisfaction, and ultimately, business growth.

##WhatsApp Messaging with Altcraft: How It Works 

To leverage the power of WhatsApp for bulk messaging, you'll need to establish a connection with the WhatsApp Business API. In Altcraft Platform, this can be achieved through reputable providers. 

To get started, register an account with your chosen provider. You'll be required to provide a phone number and a verified Facebook Business Manager account. You can find more information about WhatsApp API and how to start sending WhatsApp messages in the [**guide**](https://guides.altcraft.com/en/user-guide/communication-channels/76808932/).

By using this channel, you can:

- **Send personalized messages** directly to your subscribers within the app. For example, you can send tailored welcome messages, exclusive offers, and birthday greetings. This personalized approach helps to foster stronger customer engagement, as over [**70%**](https://www.forbes.com/sites/blakemorgan/2020/02/18/50-stats-showing-the-power-of-personalization/) of consumers say that being treated like a person is very important to them.


<Img
img="/uploads/personalized_message_example_8e2eb72086.png"
alt="Personalized message example"
src="A personalized message example. Source: business.whatsapp.com"
/>

- **Segment your** [**audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) based on their behavior and preferences. You can target specific subscribers based on their gender, age, location, or interests. For example, if you're promoting a student bank card, you can tailor your message to individuals aged 18 to 23.

- **Set up scenarios**. Scenarios are automated workflows that guide customers through specific marketing sequences. They are invaluable tools for nurturing customer loyalty, influencing behavior within defined timeframes, and creating interactive, engaging marketing experiences. Common use cases include welcome sequences, abandoned cart recovery, reactivation campaigns, cross-selling, and more.

- **Gather valuable statistics** and analyze customer data to optimize your campaigns. You'll receive detailed analytics on your WhatsApp messaging campaigns, including the number of messages sent, delivered, and undelivered, as well as the number of new subscribers. For easier analysis, you can select a pre-defined set of metrics to track.

- **Use templates**. A template is a pre-designed message with placeholders for variable information. These variables can be customized before each campaign without requiring Facebook's approval. To create a template, you'll need to use your provider's account. In Altcraft Platform, you can add text to the variables, set up buttons, and include media files. Templates created in your provider's personal account must undergo verification by Facebook. Altcraft campaigns can only utilize templates that have received Facebook's approval.


##How to Make the Most of Marketing Through WhatsApp 

Explore these strategies for leveraging WhatsApp in your marketing campaigns:

- **Greet new visitors and encourage them to make their first purchase on WhatsApp.** This helps confirm their interest, establishes a positive relationship, and guides them towards the next actions. Consider offering a discount on their first offer as an incentive to become a customer.

- **Use WhatsApp to remind customers about items they left in their carts.** Many people forget to complete their purchases online, but WhatsApp's high open and conversion rates make it a powerful tool for addressing this issue. You can also send reminders about products that customers have shown interest in, such as when items are back in stock.

<Note>
Find out why users abandon their carts and see how to reduce cart abandonment rate — check out [**this article**](https://altcraft.com/blog/how-to-reduce-cart-abandonment-rate). 
</Note>

- **Showcase your latest products.** Send a mass message to promote your latest offerings or give your most loyal clients an exclusive preview before sharing it with everyone else. You can also promote items with exclusive discounts. Be sure to highlight the original price, the discounted price, and the time-sensitive nature of the offer to encourage purchases. Don't hesitate to include [**calls to action (CTAs)**](https://altcraft.com/blog/what-is-cta), such as "Shop now!" or "Claim your discount now.”

<Img
img="/uploads/example_chat_whatsapp_71c55d2f6c.png"
alt="Send a mass message to promote your latest offerings"
src="Source: business.whatsapp.com"
/>

- **Keep customers informed about their orders.** This helps meet their expectations and reduce customer service inquiries. Send confirmation messages when their orders are successful and provide updates when items are shipped from your warehouse.

- **Offer special discounts for birthdays or anniversaries.** This is a great way to surprise clients and show your appreciation.

<Img
img="/uploads/discounts_for_birthdays_in_chat_3f15221681.png"
alt="Offer special discounts"
src="Source: business.whatsapp.com"
/>

- **Send reminders about upcoming appointments.** This can help customers stay organized and avoid missing important events. It's an effective way to enhance customer satisfaction without attempting to sell anything.

##Conclusion 

WhatsApp is an effective tool for communicating directly with your customers. Its high open rates and tailored messages help increase engagement and support your marketing objectives.

With Altcraft Platform, you can leverage WhatsApp automation and marketing using WhatsApp to send messages without extra costs. Segment your audience, personalize your content, and gain valuable insights through in-depth analytics to optimize your campaigns.

*
*_WhatsApp (a product of Meta, which is recognized as an extremist organization in Russia)_

WhatsApp is a powerful tool to increase engagement in marketing companies. In the article we will look the application strategies and how to work with WhatsApp through the Altcraft Platform.

using-whatsapp-for-marketing.png

About how to use WhatsApp for marketing and why it's a valuable tool for businesses.

How to Use WhatsApp for Successful Marketing

Using WhatsApp for Marketing: A Key to Successful Customer Engagement

<Video
url="https://www.youtube.com/embed/UnvoNlonatQ?si=j4TRIkCmoXiq03IE" 
/>

Messaging apps, social media, push notifications, and other communication channels are gradually replacing the once-popular SMS format that has been around since the 1990s. Both personal and business conversations have long migrated to platforms like Telegram, WhatsApp, and others, where there’s no need to pay for every message sent.

Additionally, SMS cannot deliver media files or voice messages, which have become an integral part of online communication culture. This is why SMS is losing ground to other formats, though it is still used in marketing campaigns.

However, SMS technology is not disappearing; it is evolving into a more advanced form — RCS.

In this article, we will explain how Rich Communication Services (RCS) messaging works, its advantages and disadvantages, and the unique features and future of this type of online communication.

## What is RCS?

RCS is an advanced messaging standard that combines the functions of SMS and [**messaging apps**](https://altcraft.com/blog/messenger-marketing). In addition to text, RCS messages can include media files, share locations, and even create group chats. They also allow the addition of buttons and other interactive elements to facilitate quick communication without the need to switch to external platforms. Sending RCS messages is essentially like sending SMS over the internet, but with the added capabilities of modern messaging apps.


The new standard was introduced back in 2008. The switch to a different protocol was necessary to gradually replace [**SMS**](https://altcraft.com/blog/sms-marketing). The first RCS messages were sent in 2012, but the implementation and widespread adoption of this format have been slow and are still ongoing. This slow rollout is due to the complexity of integrating data from different mobile carriers. If a mobile network doesn’t support the standard, the smartphone won’t be able to receive messages from other users, as RCS chats will not be available on that device.

<Img
img="/uploads/differences_of_rcs_and_sms_57f1f1ac20.jpg"
alt="Differences between RCS and SMS"
src="Source: MessageDesk"
/>

Despite these challenges, Google continues to support the idea of promoting an alternative to SMS in order to compete with messaging apps and Apple’s iMessage technology.

According to Google, RCS chat is now possible between iPhone and Android devices. However, end-to-end encryption, which ensures full data privacy, [**is not yet available**](https://www.cnet.com/tech/services-and-software/ios-18-what-you-need-to-know-about-rcs-messaging-on-your-iphone/) when sending messages between the two systems. This raises concerns among users.

## RCS vs SMS: what’s the difference?

RCS service is the successor to SMS, but there are important differences between the two formats.

<Table>
| | SMS | RCS |
| ------ | ------ | ------ |
| **Content type** | Text (up to 160 characters), emoji, links. | Text (up to 8000 characters), emoji, links, photos, GIFs, videos, geolocation and other files that are transferred in their original size and quality. |
| **How messages are sent** | Over the mobile network. | Via the Internet and mobile network. |
| **Group use** | A chat between only two users. Mass mailing format when you want to send a message to several people. | Group chats with up to 100 recipients added, which is similar to the messenger format. |
| **Calls** | Not available. | Audio and video calls are possible. |
| **Availability** | Work on any mobile devices of all service providers. | Not yet available on some smartphones, no support for all mobile providers. |
| **Pricing** | Each message is paid for. | Mobile traffic is paid for. |
</Table>

As you can see, RCS is a more interactive option for users as it enables interaction with smartphone elements such as maps and browsers. This provides more opportunities for communication and user engagement. 

## Advantages and disadvantages of RCS

### Advantages

- **Universality**, similar to SMS (in the long run). With RCS, messages can be sent to any user. Currently, business communication through messengers is limited by deciding where to message: Telegram, WhatsApp, Viber, etc. The plan is to migrate all devices, except button phones (which still exist), to the RCS protocol. Then, no additional apps will be needed for receiving messages, aside from the default ones. 

- **Marketing opportunities.** Since media files can be sent, brands can create vibrant marketing campaigns in their messages, increasing engagement and conversions. 

- **Real-time communication.** Message status updates make interactions dynamic and transparent, which is essential for fast marketing communications. Therefore, RCS offers more analytical capabilities than SMS. It's easier to track conversions after campaigns, perform [**A/B testing**] (https://altcraft.com/features/mvt), and make better decisions. 

- **Cost savings through a larger audience reach.** While SMS charges for each message sent, RCS group chats allow sending messages to large groups with charges only for internet traffic or a fee to the telecom provider. 

- **User verification for those who can send messages.** This increases trust in brand communication channels and the messages themselves, as this security approach helps protect against spam.

### Disadvantages

- **Internet dependency.** RCS messages won’t be sent without Wi-Fi or mobile connectivity, so you'll need to rely on SMS or MMS, which can be less convenient and more expensive than using internet traffic. 

- **Technological limitations.** First, the standard doesn't work on all smartphones. Second, not all mobile operators support RCS. In Russia, for example, only MTS and Samsung phones with the latest OS versions currently support it. In the U.S., RCS is supported by AT&T, Verizon, T-Mobile, and Sprint. India, Canada, and some European and African countries have also adopted the standard. For iPhones, this feature is available only with iOS 18. RCS works on Android, so Google [**provides information**](https://support.google.com/messages/answer/7189714?hl=en&sjid=7477958191323980248-EU) on how to enable RCS chats on their devices.

## The future of RCS

While the advantages of the protocol are clear, it remains uncertain when RCS will work universally and stably, and whether it will be able to reach the same audience as SMS messages. The widespread use of messengers hinders the popularization of this format, as users are already accustomed to communicating through various channels.

However, there is another side that makes this alternative to SMS a promising communication option for marketers. With RCS, users won’t need to juggle [**multiple channels**](https://altcraft.com/glossary/omnichannel-its-benefits-for-businesses-and-implementation), focusing on one application. Accordingly, they will receive offers from brands in one place.

Will RCS be able to completely replace SMS? Such an outcome is unlikely. Most likely, SMS will remain a backup option, as the ability to send information without an internet connection is a significant advantage that new technologies have yet to surpass.

## RCS for marketing

Any new communication channel presents an opportunity to promote products and services. And the sooner you start mastering advanced tools, the better your chances of success. Although RCS is not yet widely popular, there are already users actively utilizing this messaging format. Therefore, marketers should pay attention to this new technology while competition in this area remains low.

Marketing strategies through this format can follow those of Push, SMS, and email campaigns. However, RCS messages include additional features: visual, textual, and interactive elements.

**To create an RCS campaign, you need to:**
1. Identify the audience that uses this message transmission protocol. 

2. Segment the audience to offer the most relevant offer for each customer type. A [**CDP**](https://altcraft.com/features/cdp) platform, which consolidates all user information from various sources—activity, target actions, and other data — can help with this. 

3. Develop a strategy: what type of messaging, for whom, and when it will be sent. A data-driven approach allows for personalized offers (this is how the marketing automation platform [**CDP Altcraft Platform**] (https://altcraft.com/).

4. Create ad creatives and other elements that support the RCS standard (the transmission of high-quality media content is possible). 

5. Conduct A/B testing and select the best offers for clients. 

6. Launch the campaign. 

7. Draw conclusions for future strategies.

## Summary

RCS is an enhanced version of SMS messaging that includes the ability to send media files, geolocations, interactive elements (this is what sets it apart from MMS), as well as voice and video calls. These messages are sent over the internet and do not require additional apps, simplifying and reducing the cost of communication.

However, the RCS standard is not as widespread as SMS. Not all devices and mobile operators support advanced messages. Rich Communication Services are available on Android smartphones and on iPhones only with iOS 18.

The implementation of the technology is slow, but if successful, RCS could replace multiple messengers and consolidate communication into one channel. This would be convenient for both users and marketers, who could promote brand products and services through a channel with a wide audience reach.

RCS enhances SMS with media, geolocation, and interactive features, but adoption is slow. It could unify messaging across devices if widely implemented.

rcs-vs-sms.png

About what Rich Communication Services (RCS) is, how it works, its advantages and disadvantages and future of this type of online communication.

RCS vs SMS for Business & Marketing: Comparison, Pros & Cons

RCS vs SMS: Why the New Messaging Format Matters for Marketers

<Video
url="https://www.youtube.com/embed/8McP51u_eUI?si=10BVKgZzculcLSFs" 
/>

Business does not exist in a vacuum. Companies analyze not only their previous experiences but also the results of competitors and other organizations. This approach helps to avoid mistakes made by others, adopt best practices in the market, and grow confidently.

However, it's important to compare your business with companies that have achieved success in their field. This led to the development of competitor benchmarking in the second half of the 20th century (benchmarking — derived from the English word "benchmark"). Rules and clear criteria emerged, which are now followed when analyzing one's own company and competitors.

In this article, we will explain what benchmarking is, why it's needed, its types, and the principles it uses.

## What is benchmarking and why it’s important


**Benchmarking** is the analysis of the best businesses in similar and other niches to apply successful practices and correct mistakes in your company. Open information about competitors' activities, including processes, approaches, products, production, and customers, is studied.

**The goal of benchmarking** is to catch up with and surpass other brands in your niche, improve your product or service, and grow revenue. When a company conducts this comparative analysis of competitors, it gains insight into its direction, its weaknesses, and how to fix and improve them.

*For example, your online store delivers products within two days. This may seem like excellent performance if you only evaluate your own metrics. But suppose competitors deliver the same order within a day. Suddenly, your result doesn't seem as good because this factor may be decisive for customers when choosing where to make a purchase. In such cases, the company should study the approaches and processes of competitors to maintain or increase the number of orders.*

Benchmarking is used by established companies aiming to boost their competitiveness. It is also useful when starting a business, as you enter the market. Learning from those who have already succeeded helps set benchmarks and direction. Additionally, evaluating others' experiences provides an opportunity to avoid mistakes already made by others.

**Advantages of benchmarking**

- Improving the company's market position. 

- Enhancing business processes to increase their efficiency. 

- Gaining new ideas for company development. 

- Correcting business management mistakes. 

- Understanding how direct and indirect competitors operate to "stay in the loop." 

- Implementing proven practices from others and saving time on developing your own. 

- Reducing costs by optimizing processes based on other companies' examples. 

- Developing your own criteria for assessing work efficiency. 

- Tracking and predicting industry trends. 

- Improving customer service and user experience.

**Disadvantages of benchmarking**

- Incomplete information about competitor companies. Even a detailed description of processes and practices doesn't provide the full picture of why a company has been successful. Sometimes, the reason for high performance is a strong and talented top manager or another standout individual, without whom the company could never have reached the same level. For example, the house of Gucci [**was revitalized**](https://www.britannica.com/biography/Tom-Ford) by the talented designer Tom Ford, whose name later became a successful brand in itself. 

- Difficulty in integrating others' experiences into your own processes. The specifics of businesses can differ so much that benchmarking examples from other companies may turn out to be unsuitable or useless.

### How benchmarking differs from KPIs

The results of benchmarking are sometimes confused with key performance indicators (KPIs). While both are reference points, there are differences. Benchmarking provides a direction for development and serves only as an example for future changes. KPIs assess effectiveness based on already set goals, making them a more specific measure.

<Note>
Want to learn more about key performance indicators? Read the article "[**Key Performance Indicators: What They Are And How to Use Them**](https://altcraft.com/glossary/key-performance-indicators-what-they-are-and-how-to-use-them)."
</Note>

## Types of benchmarking

Benchmarking practices not only focus on other businesses but are also applied within the company itself. It analyzes both processes and the end product. Therefore, there are several types of benchmarking.

<Table>
|Type|Description|
| ------ | ------ | 
| **External benchmarking** | Comparing your performance and processes to your competitors and those companies whose expertise may be relevant to your niche. |
| **Internal benchmarking** | Analyze the company's performance over the past periods and identify the best ones. Or the performance of the company's departments and branches is compared. The most successful ones share their experience and become an example. |
| **Technical benchmarking** | The features of the company's product are tracked: how useful it is for the client, how it is applied in practice, what it looks like. |
| **Practical benchmarking** | The rules of conducting processes, technologies and ways of organizing work with employees are adopted. |
| **Strategic benchmarking** | The analysis is based on the areas of the company's activities that are related to strategic planning. This includes marketing strategy, innovative approaches, production development, technology and management practices. |
</Table>


## Principles of benchmarking

Conducting benchmarking is a specific type of analysis that follows certain principles:

- **Verification of information is mandatory.** Only reliable data from trustworthy sources should be used. 

- **Agreement on interaction.** Experience exchange happens legally, without data theft or "spying." Management and employees must know that their information is used by third parties. 

- **Process comparability.** Benchmarking analysis compares similar indicators and directions for the most accurate results. 

- **Quantitative evaluation.** Indicators must be clearly and transparently measured to ensure accurate results.


## Benchmarking: stages 

The organization of benchmarking begins with setting goals. Answer the question of which aspects of competitors you want to study and what benefits this will bring you. Possible goals include process improvement, increased efficiency, sales growth, etc. You can choose not only large-scale goals but also test hypotheses in specific areas of work or product features, such as evaluating the effectiveness of packaging design.

After selecting benchmarking goals, several stages must be completed.

1. **Identify the specific processes for comparison and analysis:** management, marketing, production, finance, etc. Understand which areas in your company are lagging or what you would like to improve. 

2. **Develop evaluation criteria to eliminate vague and inaccurate comparisons.** Ideally, provide quantitative or scale-based assessments wherever possible. 

3. **Collect data from your own business.** This is important for the accuracy and clarity of comparisons. To analyze other companies’ practices, you must thoroughly understand your own. 

4. **Select the companies you will analyze.** This depends on your goals and resources. Benchmarking can involve market leaders (not necessarily in your field), direct and indirect competitors. For internal analysis, choose successful departments within the company. 

5. **Define the type and methods of data collection.** Depending on the openness of companies to analysis, data can be obtained from public sources (media, websites, [**social media**](https://altcraft.com/glossary/smm-what-it-is-and-why-businesses-need-it)), interviews, or surveys agreed upon with businesses. You may also use secret shoppers or communicate with suppliers. Another option is direct and open exchange of experience, though not all companies are willing to reveal internal processes, especially to competitors. Some companies, however, make sharing their business model part of their marketing, like Setters agency did. In global practice, [**Netflix**](https://www.amazon.com/No-Rules-Netflix-Culture-Reinvention/dp/1984877860) shared their approaches and rules for building their business model. 


<Img
img="/uploads/netflix_no_rules_book_073b712212.png"
alt="No Rules Rules: Netflix and the Culture of Reinvention"
/>

6. **Analyze the collected data.** Evaluate the product, pricing, processes, personnel management, customer service, and other aspects (depending on your goals). This analysis is conducted by comparing the collected data with your own. 

7. **Adapt the experience to your business.** Make changes and corrections to your company’s processes where weaknesses were identified. Avoid simply copying others' methods. Always consider the broader context, including other factors that contributed to the good results. 

8. **Conduct a post-implementation analysis of the new practices and draw conclusions.** Don’t stop there — keep revisiting the changed processes. As the market evolves, you must continually monitor these changes to maintain and grow your position. In other words, benchmarking should become a regular part of your work.

## Summary

Benchmarking is the process of comparing a company's efficiency with competitors or businesses that have become market leaders in their fields. It also involves analyzing and comparing results within the company: departments, divisions, and branches.

Benchmarking is conducted to identify and implement the best practices that have proven successful, correct mistakes, and adjust operations to improve service, generate new ideas for growth, and increase revenue. Despite its benefits, benchmarking doesn’t always allow for the easy transfer of others' experiences into your own processes, and not all companies are willing to share their business secrets openly.

To conduct the analysis, you need to set goals, identify information sources, develop evaluation criteria, and then draw conclusions and implement the practices. It’s also important to regularly reassess and repeat benchmarking to stay up-to-date and grow.

Benchmarking compares a company's processes to competitors or leaders, aiming to adopt best practices, correct errors, and boost growth and efficiency.

benchmarking-blog.png

About what benchmarking is, why it's needed, its types, and the principles it uses.

Benchmarking: What It Is, Its Types, and Principles

<Video
url="https://www.youtube.com/embed/4yx-qf6h0uY?si=GY1xnRBiOzdIj6XO" 
/>

As technology advances, the number of channels for promoting products and services increases. Brands are actively expanding their offline and online presence, choosing suitable strategies to achieve results. Among these strategies, multichannel and omnichannel marketing stand out.

These terms may seem like the same thing, referring to promoting a brand on several platforms. However, despite their similarities, they are different approaches with unique features, advantages, and disadvantages.

In this article, we’ll explore what omnichannel and multichannel marketing are, so you won't confuse them anymore. We’ll also look at the pros and cons of each strategy and help you understand which one to choose to achieve your business goals.

## Omnichannel marketing

An **omnichannel strategy** refers to marketing communications with customers through different but interconnected channels. The user can easily switch between online platforms and even offline locations, with information about their actions being retained, so there is no need to restart the interaction. In other words, the principle of omnichannel marketing is a seamless transition between digital channels for the user.

*For example, a customer places an order on an online store but doesn't complete the purchase. After some time, they receive an email about the abandoned cart, using the email address provided during registration.*

*Or, a person visits a physical store, scans a QR code to learn more about a product, and later adds it to their cart in the mobile app. They then receive a notification about the purchase via push notifications.*


<Img
img="/uploads/dunkin_donuts_push_e6504540cb.png"
alt="Dynamic content use case: delivery app notifications"
src="Image Source: Sendbird.com"
/>

Omnichannel marketing works by collecting data on the customer: their activities, orders, characteristics, and even the devices they use. Information from websites, social media, email, marketplaces, and other resources is gathered on a unified platform. This could be a CDP, where customer profiles with full data sets are created. From there, businesses can send email campaigns, SMS, push notifications, and other forms of user engagement.

<Note>
For more details on omnichannel marketing, see our article "[**Omnichannel, Its Benefits for Businesses & Implementation**](https://altcraft.com/glossary/omnichannel-its-benefits-for-businesses-and-implementation)."
</Note>

## Multichannel marketing 

**Multichannel marketing** is the communication with an audience through multiple channels at once: email, push notifications, SMS, social media, traditional media, and others. The key feature of this strategy is that the messages received by the customer on different platforms may not overlap and convey unrelated information.

*For example, a user might see an ad on social media about a discount on home goods in an online store. Meanwhile, an email marketing campaign announces the start of a brand contest, and an SMS informs them of a new store opening nearby.*

Multichannel marketing is used to reach a broad audience, and this strategy is not focused on an individualized approach but works with specific audience segments.

## Omnichannel vs multichannel marketing: the difference

<Img
img="/uploads/omnichannel_and_multichannel_marketing_e2a545dd03.jpg"
alt="Omnichannel and Multichannel Marketing: Pros & Cons, Difference"
src="Image Source: CCBill.com"
/>

The goal of both strategies is to lead the customer to a purchase or another action. However, omnichannel and multichannel marketing differ in several key aspects.
<Table>
| | Omnichannel marketing | Multichannel marketing |
| ------ | ------ | ------ |
| **Personalization** | High level. Historical data about customers is collected, and individual offers are made through the channels most convenient for the user. Marketing tools are tailored to the buyer. | Absent or minimal. Campaigns often work on the "everything to everyone" principle with minimal segmentation. The focus is on reaching a broad audience rather than personalizing for each customer. |
| **Focus** | Omnichannel communication sells to the customer — it adapts to the specific needs, preferences, and behaviors of the individual. | Multichannel strategy primarily sells the product or service, emphasizing benefits and advantages. |
| **Channel consistency** | Omnichannel is designed for long-term relationship building with the customer and increasing loyalty. | Multichannel marketing is launched quickly (compared to omnichannel) and focuses on immediate sales and audience reactions. |
| **Time to implement** | Omnichannel is designed for long-term relationship building with the customer and increasing loyalty. | Multichannel marketing is launched quickly (compared to omnichannel) and focuses on immediate sales and audience reactions. |
| **Costs** | For channel consistency, a data collection system (platform) is required, which needs to be set up and maintained. Therefore, implementation is more expensive due to the use of IT tools and the services of highly qualified specialists. | Since there’s no need for extensive data processing, the cost of this approach won’t be as high as with omnichannel. The main expenses will be for the platforms used for sending messages and paying the marketer’s salary. |
</Table>

## Omnichannel and multichannel: pros and cons


There is no perfect approach between the two. Each has its strengths and weaknesses that must be considered when working and choosing a strategy.

### Multichannel marketing

**Advantages:**

- **High audience reach in a short period.** The idea of multichannel marketing is to be everywhere — engaging as many channels as possible. Content is posted on various platforms, increasing the chances of reaching the target audience. 

- **Increased brand recognition.** When a brand is present everywhere, it becomes noticeable to the audience. On a larger scale, it can even become a household name, as happened with Xerox and Pampers. Multichannel marketing, paired with the right strategy, can elevate a brand to this level. 

- **Simplicity of implementation.** Many communication services are intuitive and don’t require special knowledge. Therefore, a small team or even a single marketer (depending on the scale) can launch and maintain the process.

**Disadvantages:**

- **Lack of** [**personalization.**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) This means the brand is essentially guessing whether it will meet the client's needs or not. There's a risk that all promotional efforts will be in vain. Additionally, inconsistency between channels can sometimes frustrate customers, complicating communication. 

- **Unpredictable results.** Without personalization, it's unclear if the [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it) will appeal to the client. The company then operates on guesswork, trying to find the right communication approach, which costs time and money.

### Omnichannel marketing

**Advantages:**

- **Trust and high loyalty.** This type of marketing is customer-focused and takes into account their needs for products/services. Users respond better when they feel cared for, and they trust the brand more. Trust is also reinforced by the consistency of visual and communication styles across different channels. Users recognize and remember them, helping the brand maintain its reputation. 

- **Improved customer experience.** Seamless communication and the preservation of customer activity history make purchasing and interaction with the company easier. This creates a positive experience and encourages customers to return again and again. 

- **Increased sales.** Personalization combined with convenient communication simplifies the conversion process. The customer is more likely to make repeat purchases and become a loyal client, resulting in stable revenue for the company.

**Disadvantages:**

- **Implementation complexity.** To make omnichannel marketing work, multiple communication channels must be coordinated, large amounts of data collected, and content adapted for each platform. This requires highly skilled professionals and enough time to set up and maintain the strategy.
While omnichannel marketing demands more effort, the results justify the time and financial investment. Convenient CDP systems, such as [**Altcraft Platform**](https://altcraft.com/en), help simplify omnichannel marketing by gathering customer data from various sources into a unified profile. Based on this information, communication across multiple channels can be personalized. With Altcraft Platform, omnichannel marketing becomes easier. 

- **Cost.** Implementing omnichannel marketing requires more tools and possibly hiring a team of employees, significantly increasing the budget for marketing and technical specialists who ensure the system's stability.

## Omnichannel and multichannel marketing: which to choose

When analyzing the pros and cons of both approaches, it may seem like omnichannel is always the better choice, but that’s not necessarily true. Depending on business goals and budgets, different options can be suitable.

Multichannel marketing is ideal for companies with limited resources and is beneficial at the start of a business or a new product/service launch. In such cases, customer data is either lacking or very minimal. To achieve quick results, a strategy of fast messaging across all marketing platforms is chosen.

Multichannel marketing is also used for specific advertising campaigns and testing hypotheses about the effectiveness of different channels and content.

Omnichannel marketing is the path for customer-centric brands that prioritize user needs and build their strategies around them. This approach is also useful for companies ready to grow and develop, while wanting to control and predict that growth through data collection, integration, and analysis.

Omnichannel marketing benefits brands that need to connect offline and online sales points into a single, transparent system. This allows them to see the entire customer journey and improve their experience at each stage.

## Summary

Multichannel and omnichannel marketing are similar concepts that are often confused. In both cases, communication happens across multiple channels, but there are differences. Multichannel marketing involves the uncoordinated use of platforms for promotion. Messages do not consider the customer’s previous experience, and this strategy is aimed at quick sales. In omnichannel marketing, all channels are aligned, the transition between them is seamless, and personalization is present. However, this approach requires more investment and effort.

Multichannel marketing is suitable for businesses with limited budgets and those in the early stages. Omnichannel marketing is chosen by customer-focused companies that want to improve their service and connect all channels into a unified profile. Both strategies are versatile and can help boost business performance.

Multichannel uses multiple uncoordinated channels for quick sales, while omnichannel aligns all channels for seamless, personalized customer experience.

omnichannel-blog.png

About what these strategies mean, what are the pros and cons, and which one to choose to achieve your business goals.

Omnichannel and Multichannel Marketing: Pros & Cons, Difference

Omnichannel and Multichannel Marketing: What's the Difference

<Video
url="https://www.youtube.com/embed/dC22hVbX0RE?si=KWhiaqS5XLvzSRdI" 
/>

There are probably no other topics surrounded by as many rumors and speculations as the concept of shadowbanning. It’s a situation where a user's account loses reach for unknown reasons. At the same time, major platforms (social networks, video hosting services, etc.) claim that shadowbanning is a myth or they don’t comment on users' concerns and complaints at all.

However, users worldwide share their experiences of being "put in the shadows." They have even identified signs that help recognize a shadowban and ways to combat this situation.

In this article, we will explain what shadowbanning means, how to avoid it, and what to do if it happens to your account.
 
## What is a shadowban

**A shadowban** (or also shadow ban) is a significant reduction in the reach of posts on social networks and other content platforms, as well as the absence of content being shown based on geolocation or hashtags. Engagement drops — likes and comments decrease. Meanwhile, the account remains active and does not receive any warnings, so the author may not even realize something is wrong. The duration of a shadowban is uncertain; it usually lasts from a few weeks to months.

There are theories that platforms use this method to combat unwanted or spammy content. Since the user’s account is still active, they don’t take corrective actions like they would in the case of a block. Meanwhile, significantly fewer people see their content.

### On which platforms is shadowbanning observed

Shadowbanning is particularly discussed in Instagram* and Facebook*. An account becomes visible only to followers (and even for them, visibility decreases), while external recommendations and hashtag appearances disappear.

YouTube denies shadowbanning, but there are instances where channel creators notice that their videos stop gaining views and reactions. Their content also disappears from recommendations.

In Telegram, when a shadowban occurs, the channel becomes unsearchable, and new participants can't be added to chats. TikTok hides comments from users whose accounts are shadowbanned.

## How to check for shadowban

No platform has officially confirmed this type of block, so users won't receive an official notification. However, there are ways to determine if you're shadowbanned.

- **Analyze reach.** A significant drop in views and engagement without an apparent reason over time is one sign that the platform may be reducing your visibility. 

- **Check hashtags.** Publish a post with a low-frequency hashtag and see if it appears under that hashtag. For accuracy, ask friends or acquaintances who follow you to check as well. If they don't see your post under the hashtag, you may be shadowbanned. 

- [**Survey your followers.**](https://altcraft.com/blog/what-is-survey-creation-services) Another way to check for a shadowban is to ask friends and acquaintances if they see you in their feed. If most of them say no, your content is likely being hidden by the platform. You can also create a poll in your stories or write a question in a post. The number of reactions can help you determine if there’s a problem or if it’s simply an issue with your content.

<Img
img="/uploads/example_of_a_survey_of_followers_933d4aa660.jpg"
alt="Survey of followers"
src="Example of a survey of followers on social media"
/>

**Important tip!** Consider all factors that could affect a shadowban. It's also essential to monitor the dynamics. If your reach and engagement drop for just one or two days, it doesn't necessarily mean you're being shadowbanned. Take into account the content topics, external factors (such as widespread VPN outages for platforms that require them), or even platform technical issues.

## It’s not a shadowban

Sometimes, the issue isn't the platform’s algorithms. Decreased reach and engagement can be triggered by:

- **Content.** If you suddenly change your communication style or format, your audience might not understand or engage with it. The same happens if your posts become repetitive and uninteresting. If you initially had a "wow" effect and then followed with ordinary content, don't expect to maintain the same metrics. 

- [**Newsworthy events.**](https://altcraft.com/glossary/what-is-a-newsbreak-its-types-and-how-to-create-it) A scandal or interesting situation can initially increase reach. But once the hype fades and following the story becomes less exciting, your stats will drop. That's why some influencers constantly stir up their audience’s interest with new provocations. 

- **Long absence.** If you neglect your social media accounts and suddenly return, don’t expect high reach right away. Algorithms change rapidly and require consistent content. Don’t blame a shadowban for inactivity — when you return, you’ll need to rebuild your account’s performance from scratch.

## How to get shadowbanned

Online platforms have their own rules and content requirements, so there are no strict guidelines on what to do or avoid. However, certain actions increase your chances of getting shadowbanned:

1. **Buying fake followers instead of real ones.** If such accounts follow you automatically, it's best to clean them up periodically. 

2. **Posting content on forbidden topics.** Always check the public rules on content sharing. Sensitive topics usually include politics, religion, medicine, alcohol, smoking, and banned substances. 

3. **Content theft and lack of originality.** This is disliked by both platforms and users, who might report you. 

4. **Suspiciously high activity.** Posting too much in one day, excessive reactions, or frequently adding and removing users are signs of spamming, which is disliked by algorithms (and real people). 

5. **High number of unfollows.** This often happens when you run contests requiring people to follow your account. After the contest, they may either become inactive followers or unfollow en masse, which harms your account’s reputation on social platforms. The same applies if you manually remove many inactive users at once. 

6. **Using third-party automation services.** Only use internal or platform-approved services. 

7. **Inappropriate or banned hashtags and hashtag overload.** Some hashtags may be hidden by platforms, so check them before posting. Avoid using the same set of hashtags on every post. For example, on Instagram, it’s recommended to use hashtags with high frequency (millions of mentions). 

8. **Trolling or abusive behavior.** Rude comments and disrespectful interactions with other users increase the risk of a shadowban. People may report you, and platforms’ algorithms can now detect offensive language.

## How to get out of a shadowban and avoid it in the future

Just like with its causes, there’s no foolproof way to escape a shadowban once you’ve been hit. However, there are strategies that users across different social platforms have tested with varying degrees of success.

Here are some general rules on how to navigate a shadowban:

- **Carefully review the platform’s guidelines and compare them to your actions.** You might quickly discover what you did wrong and be able to correct it. 

- **Contact support.** Instead of complaining about a shadowban (which platforms usually deny), inquire about the drop in reach and other issues. It could be related to algorithm changes or platform errors. Or they might tell you directly what you're doing wrong. In that case, start following the rules and don’t try to trick the system. 

- **Disable all third-party services linked to your account.** These are often used to automate actions like mass-liking, mass-following, or sending bulk messages. 

- **Stop posting for a few days.** This works best if any connected automation services are also turned off. In some cases, you may need to remain inactive for longer — up to two weeks. 

- **Reduce excessive hashtags in your posts**, especially if you’ve been using too many. 


<Img
img="/uploads/excessive_hashtags_in_posts_9b762d0918.png"
alt="Excessive hashtags in posts"
src="Example of excessive hashtags in the publications"
/>

- **Remove content that could offend others.** This lowers the chance of receiving complaints, which can lead to a full account ban rather than just a shadowban. 

- **Launch an ad campaign or a collaborative project.** This can attract new users and boost engagement. It signals to the platform’s algorithms that your account is trustworthy and genuinely interests your followers. This is the opposite approach to "going silent" but is also commonly used when users suspect they’ve been shadowbanned.

**Important tip!** Regularly analyze your account stats on social media or other content platforms.

## Summary

A shadowban is an unexplained, sudden drop in your account's reach on social media or other platforms. There may also be restrictions on actions, making the user "invisible" to their audience.

How to know if you're shadowbanned: analyze your view statistics, check for banned hashtags in your posts, and ask your followers if they can see your content.

Users get shadowbanned for breaking platform rules, using automation services, being overly active, posting on prohibited topics, or displaying hostile behavior.

To get out of a shadowban, reduce your activity, contact support to rule out technical issues, study the platform’s rules and adjust your account accordingly, remove excessive hashtags and questionable posts. Another option is to run ads or collaborations to grow your audience.

*
*Meta's products are recognized as extremist organizations in the Russian Federation.*

A shadowban limits your account's visibility. Check stats, hashtags, and ask followers. Reduce activity, follow rules, and adjust your content to recover.

shadowban.png

About what a shadowban means, how to avoid getting there, and what to do if this does happen to your account.

Shadowban: Definition, Where Observed & How to Avoid

Shadowban Explained in Detail

<Video
url="https://www.youtube.com/embed/OtvcIA0R5Wo?si=GUMxSzjryGRJwv77" 
/>

Visual search is becoming increasingly popular due to its simplicity and speed. If your business isn’t leveraging image search capabilities yet, it’s time to start. This will help you attract more customers and stay ahead of the competition.

In this article, we'll share tips on how to optimize your website for visual search and which platforms you should focus on.

<Img
img="/uploads/google_lens_67cf64e07f.jpg"
alt="Google Lens identified the location from the photo"
/>

## Who benefits from visual search

Visual search is becoming a key element of a successful [**SEO strategy**](https://altcraft.com/glossary/seo-optimization-what-it-is-and-how-it-works), helping your website attract more users. It’s not just useful for e-commerce; its applications are much broader:

- Visual search can be used to find medical information (e.g., identifying an insect bite). 

- You can find artists or works of art. 

- Gardeners use it to recognize plants and flowers or find similar ones for their gardens. 

- Students can locate study materials or books simply by photographing a cover or page.

To gain a competitive advantage, businesses need to create high-quality, relevant images and provide detailed descriptions.

## How visual search works

Visual search allows people to find information using images. A person uploads a photo to the system to find the product depicted. For example, you can photograph a plant and identify its species or origin through the internet.

<Img
img="/uploads/visual_search_flower_0082f0e8e7.jpg"
alt="Visual search quickly finds flower name and information about it"
src="A visual search quickly finds the flower name and information about it"
/>

Visual search operates as follows: the system receives an image, recognizes it, and searches online for identical or similar pictures.

The search engine selects images, ranks them by relevance, and displays them to the user. It also provides additional information such as names, locations, and prices of the objects.

<Img
img="/uploads/display_of_visual_product_726168f7ed.jpg"
alt="Display of visual product search with prices in online shops"
src="Display of visual product search with prices in online shops"
/>


The search engine uses one or both of the following methods: example-based search (the system looks for images similar to the original based on general features such as shape and color) and metadata search. This metadata includes the image file name and alt text.

Visual search employs two areas of artificial intelligence:

- **Computer vision:** This acts as the eyes of the search engine. Thanks to this technology, the computer "sees" the image just as we do. It analyzes colors, shapes, textures, and other features. For example, the computer understands that the image shows a vase, not some other object. 

- **Machine learning:** This serves as the brain of the search engine. The computer learns to recognize different objects and concepts by analyzing a vast number of images.

Imagine showing the search engine hundreds of pictures of various cats: big and small, fluffy and sleek, of different breeds and colors. The system uses computer vision to "see" these cats in the pictures. By analyzing them, it begins to understand what a cat looks like. As a result, when you show the search engine a photo of a cat it hasn't seen before, it will correctly identify the picture as a cat, even if the image is entirely new to it.

## Why visual search is beneficial for marketers

If you don't optimize your website for visual search, you're missing a significant opportunity to expand your audience and attract users who wouldn't find you through traditional search methods.
 Here are the main reasons why image search plays a crucial role in developing SEO:

**Consumer behavior:** Online shoppers [**prefer visual content**](https://www.forbes.com/sites/forbestechcouncil/2018/04/02/visual-content-the-future-of-storytelling/?sh=2a92cd703a46) over text. [**According to research**](https://www.invespcro.com/blog/the-state-of-visual-search/), over 50% of consumers say that visual information has a greater impact on their purchasing decisions. As more people use smartphones, the role of visual search is continuously growing.

**Improved** [**usability:**](https://altcraft.com/glossary/usability-notion-criteria-for-evaluation-tips-to-improve) One of the main advantages of visual search is the speed and ease of finding the necessary information—simply upload an image. Marketers help people reach their goals faster, whether it's finding a product, information, or something else. This makes the process much simpler.

**Increased conversion and engagement:** Optimizing for visual search expands your brand's audience and makes your business more visible to those searching for products and services through images. Additionally, this type of search boosts user engagement—it stimulates interest in your offerings and encourages users to explore your site in more detail. As a result, this directly impacts sales.

## How to use visual search in marketing

To optimize your site for visual search, focus on the following:

- **Structured data markup:** Use [**schema.org**](http://schema.org) markup on all multimedia files. These data help search engines better understand images and their content. Additionally, they can enable images to appear in rich snippets on Google. 

- **Content quality:** Use clear and original images and videos. Encourage the creation of user-generated content (UGC) through social media, such as by organizing a contest with valuable prizes for the most creative photos featuring your product.

<Note>.
How to use UGC correctly? Read in the article “[**User-Generated Content: What It Is and How It Works**](https://altcraft.com/glossary/user-generated-content-what-it-is-and-how-it-works)”. 
</Note>


- **Product tagging:** Link images to the corresponding product pages through relevant tags. Provide customers with an easy way to make purchases by allowing them to go directly to checkout with one click on the image. 

- **Image quantity:** To make your products more appealing to buyers, use multiple images. This not only enhances the appearance of your website but also attracts more customers through search. By using different keywords for each image, you expand your potential audience, which, in turn, increases sales. 

- **Using real photos:** Replace standard stock images with original ones. High-quality, unique visual materials boost user trust in your site and help improve your search engine rankings. 

- **Image sitemap:** Create a separate sitemap file dedicated to images. With an additional sitemap containing image information, search engines can more effectively index your visual content, increasing the likelihood that your images will appear in search results. This is especially important for large sites like online stores, classifieds, and catalogs. On smaller websites, images are typically indexed without the need for extra settings. 

- **Image filenames:** Use descriptive filenames. Give the image a short, clear name that reflects its content. This helps search engines better understand the image and display it in search results. For example, instead of IMG_13245346.jpg, it's better to use white-wardrobe.jpg. 

- **Image size:** Optimize the size of graphic files—large files negatively affect page loading speed. It's recommended to compress images with minimal loss of quality using specialized graphic editors or online services that support batch image processing. However, the images should not be of poor quality. Content with artifacts or compression traces looks unprofessional and negatively impacts user perception of the site. The recommended minimum width for uploading to the website is 1200 pixels. 

- **Alt text:** Alternative text was originally created to help users understand the content of an image if it failed to load. Search engines use the information from the alt attribute to better understand and index the image's context.


## Visual search tools


Search engines use a combination of artificial intelligence and complex algorithms to analyze, recognize, and compare images during searches. These tools benefit both users and marketers. Below, we'll explore the main tools for visual search.

**Google Lens:** This is a popular visual search service. Users upload a photo from their phone to find relevant information. For example, they can search for objects, text, landmarks, products, and much more.

Google Lens can identify plants, animals, objects, and locations. It can also translate text directly from an image, such as signs. Additionally, it reads QR codes and barcodes and displays products available for purchase. It's even used for solving math problems.

<Img
img="/uploads/how_to_solve_maths_problems_with_google_lkpapens_fd0075581b.gif"
alt="How to solve maths problems with Google Lens"
/>

**Pinterest Lens** is another popular tool, ideal for fashion and design enthusiasts. You can upload any photo and find similar items, interior design ideas, or recipes.

Pinterest Lens can recognize objects in photos and suggest similar options. It's easy to find inspiration for clothing, home, or kitchen. Additionally, special features allow you to see how makeup will look on your face or how an interior item will fit into a room.

<Img
img="/uploads/pinterest_lens_b3fb2c904d.jpg"
alt="Pinterest Lens search. Source: martech.org"
src="Pinterest Lens search. Source: martech.org"
/>

**CamFind** is an app that searches for information based on photos. Simply take a picture of any object and upload it to the app. CamFind will find similar items, provide details about the object, or even show where to buy it. The app can recognize objects, translate text from photos, and even search for information using voice input.

## Conclusion

Visual search uses images instead of text queries. With this technology, users can quickly and efficiently find the objects they need, especially when describing them in words is difficult. Visual search is used in various fields, including e-commerce, design, and fashion.

Visual search allows users to find objects quickly using images, making it especially useful in fields like e-commerce, design, and fashion.

visual-search.png

About how to optimize your website for visual search and which platforms you should pay attention to.

Visual Search: Enhancing Your Marketing through It

Visual Search: How to Use It in Marketing

<Video
url="https://www.youtube.com/embed/8gymFndEoNY?si=9MP4TBXvPYqTPdw7" 
/>

Marketing is a system of consistent actions that lead to results. When a brand enters the market or changes its positioning, various factors are considered for its promotion: the product itself, pricing, sales locations, target audience, and more.

In other words, comprehensive marketing is crucial, not random actions. This is the only way to build relationships with customers who will keep coming back to purchase again and again. To structure the work of marketers, the concept of the marketing mix was developed — a system that reflects all the aspects that need to be worked on to maintain and strengthen a brand's position in the market.

In this article, we will explain what the 7P concept is and why it is important for business.

## How the marketing mix was created

The term "marketing mix" was first introduced in the mid-20th century in the United States. Harvard professor Neil Borden proposed a system of marketing tools needed to promote a brand in 1953. Later, another scholar, Jerome McCarthy, rethought and simplified the idea in the 1960s. This led to the creation of 4P marketing — a set of tools that form a brand strategy to increase product value and profitability.

The concept included the following elements: Product, Price, Place, and Promotion. It was believed that these components were sufficient to conduct comprehensive marketing and achieve results. However, over time, marketers realized that other factors — environment, processes, and people who interact with customers — were also important. Thus, the concept gradually expanded to 5P, 6P, and today, the marketing mix exists as the 7P model. This version was proposed in the 1980s by J. Bitner and B. Booms.

## 7P concept

The 7P marketing mix incorporates the elements of the classic 4P and is supplemented with new ones for a more extensive approach to brand management. Let’s take a detailed look at each aspect of the concept.
 
### Product

This is what the brand will offer to customers and sell. Marketing begins with developing products or services that meet market demands. The product must solve a consumer’s problem and satisfy their needs. No one will buy something entirely unnecessary, minimally useful, or unclear. Therefore, the marketing mix concept starts with developing the attributes of the product or service:

- **Visual style:** This includes the design of the product itself and its packaging (brand style, logo). A clear presentation of what you are selling is crucial. 

- **Positioning:** This defines the role the product will play in the market and who it is created for: whether it is for the mass market or a niche for a specific sector or group of people. 

- **Product features:** This involves the benefits for customers and the uniqueness that will be marketed. 

- **Quality:** This parameter influences not only the price but also how the product is presented. Luxury goods and [**mass-market products**](https://altcraft.com/glossary/mass-market-what-it-is-and-how-to-promote-such-products) differ in quality, and customers in these segments focus on different criteria. Therefore, it is essential to build in the features that will meet the target audience’s expectations. 

- **Assortment:** The product should adapt to customer needs and offer various options. Variety increases the chance of reaching more people and raises the likelihood of sales.

### Price

The cost of the product is the second component included in the 7P marketing mix. Pricing is determined by the business's strategic goals, product quality, competitive environment, production costs, brand recognition, and other criteria.

Key considerations in pricing:

- **Profitability:** The product's price should cover the costs of its creation and generate profit. It’s essential to calculate all expenses accurately. 

- **Variability:** Depending on the seller's operations and the type of sales (wholesale, retail), prices are set to be market-appropriate and consider different marketing channels. The price may also vary based on the product or service's configuration. 

- **Product status:** Premium segments are initially priced higher than economy ones. Therefore, it's crucial to determine the category in which the product will be sold right from the start. 

- **Promotion:** Pricing includes marketing costs: promotions, discounts, events, etc. Possible conditions for customers are outlined, such as a brand never reducing prices by more than 20% or avoiding sales altogether. 

- [**Seasonality:**](https://altcraft.com/blog/seasonal-marketing) Some products are not in demand year-round, which should also be considered when setting prices. During the peak season, it’s important to generate enough income to offset the decline in demand during less active periods.

### Promotion


This includes the marketing strategy and all the tools used to increase brand awareness and sales. This element of the 7P concept is responsible for the information the customer receives about the product, as well as the right place and time.

Promotion typically involves the following components:

- [**Audience segmentation:**](https://altcraft.com/glossary/market-segmentation-what-it-is-its-types-and-main-stages) The customer base and potential buyers are divided into groups based on similar characteristics to provide the most accurate offer to each. Personalization is also used to improve results. 

- **Advertising budget:** A set amount is allocated in the promotion for attracting new customers. The return on investment is also calculated. 

- **Communication channels:** Tools and platforms where the company interacts with the audience, including email newsletters, SMS, push notifications, messaging apps, media, and other online and offline resources. 

- **Event marketing:** Events are a part of brand promotion, so planning and including them in the strategy is essential. 

- **Analytics:** Marketing activities should be quantified to monitor promotion, adjust strategies, and understand their effectiveness. Brands collect audience data for analysis and offer personalization. For example, [**CDP platforms**](https://altcraft.com/en/) are used for this purpose.

<Note>
If you are looking for a platform to automate your marketing, we recommend [**scheduling a demo**](https://altcraft.com/en/setupDemo) with our experts to learn how to maximize the efficiency of Altcraft Platform.
</Note>

### Place

These are the points where the product will be sold: online and offline platforms. Locations are chosen where potential buyers are present. The method of distribution depends on the product's characteristics, price, and storage conditions. The sales location should be accessible to [**the target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it), and the purchasing process should be clear and simple.

Key considerations when choosing a distribution method:

- **Product features:** Most products can now be sold online, but there are categories that buyers prefer to evaluate offline, especially expensive items. There are also digital products that are only sold online. 

- **How customers search for products:** To determine the sales platform, it’s essential to understand where potential buyers search for information about the product or service. Based on this data, distribution channels are selected: online or offline stores, social media, and other platforms. 

- **Geography:** The territory where the product is sold and the ambitions for expanding the product's location are considered. 

- **Sellers of your product:** There are options to sell through your own outlets or to distribute products through partners and dealers. In this case, a motivation system for distributors and working conditions are developed.

### People

Brands are created and promoted by people, which is why this element was added to the expanded marketing mix concept. This refers to everyone who interacts with customers directly and indirectly, as well as those who influence product choices. This includes salespeople, company managers, "opinion leaders," and brand advocates — consumers who buy from you and promote your brand without payment. It’s important for a business to establish effective communication between these people and the potential audience.

Methods and tools used for this include:

- **Corporate culture:** Internal processes and communication within the company reflect on customer interactions. Therefore, building a strong culture is essential for providing high-level service. 

- **Training:** To communicate effectively with customers, employees must be knowledgeable in their field and possess communication skills. Thus, it is the responsibility of the leadership to organize training that aligns with business goals. 

- **Motivation:** Maintaining high levels of service and sales is possible when employees are motivated and perform their duties diligently. For this, businesses need a system of incentives (both material and non-material) that keep the staff "in shape." 

- **Loyalty programs:** To encourage customers to continue buying and recommending your brand, it’s important to motivate them as well. This usually involves bonuses, special conditions, promotions, and well-established communication. 

- [**Working with opinion leaders:**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy) Strategies for working with influencers aren’t limited to paid advertising. This can include joint media projects, product creation, or even becoming a brand ambassador.

### Physical evidence

A customer's purchase decision is often influenced by what they see around them: from the product's packaging to the store's interior and the staff's appearance. The design of your office and branded promotional materials also plays a role.

All of these elements create an atmosphere and the right mood that encourages purchases.

In the online world, factors like a well-designed, visually appealing website, social media pages, and other brand accounts, as well as digital materials from the company, have an impact on the customer.

### Process

This refers to the system of interaction between the company and the customer, including communication processes that influence purchasing decisions. This encompasses the speed and quality of service, delivery, and other elements that guide the customer through [**the sales funnel**](https://altcraft.com/glossary/sales-funnel-what-it-is-its-types).

Interaction processes should be as convenient and comfortable as possible for users of the product or service. This helps maintain customer loyalty, encourages repeat purchases, and prompts customers to recommend your brand to others. To improve service quality, customer feedback is collected, and analytics are used to identify areas where processes may be "lagging."


## Summary

The 7P marketing mix is an expanded version of the 4P model, which includes additional elements for brand strategy. The concept consists of marketing tools and methods that work to promote products and services, as well as to increase sales and brand awareness.

Originally, the 4P model included the following components: Product, Price, Promotion, and Place. In the 7P concept, three more elements were added to reflect the modern realities of the market and business development: People, Physical Evidence, and Process.

The 7P marketing mix expands the 4P model, adding People, Physical Evidence, and Process to adapt to modern market and business needs.

marketing-7-p.png

About what the 7P concept is and why it is important for business.

Marketing 7P: a Comprehensive Approach for Your Business

<Video
url="https://www.youtube.com/embed/1yvQSkCp66E?si=Skk-SLwn25QKnpOM"
/>

Imagine this: users open your app and find exactly what they're looking for. They keep coming back for more. That's the power of personalization — it creates a unique experience for each customer.

Sounds great, but how do you make it happen without a huge team? The answer is simple: start by personalizing your communications.

In this article, we'll explore how to personalize mobile apps and effectively engage users.


<Img
img="/uploads/spotify_offers_personalized_392d4fb573.jpg"
alt="Spotify offers personalized weekly playlists"
src="Spotify offers personalized weekly playlists, carefully crafted to match individual user preferences. Source: flightdigital.co.nz"
/>

## What is App Personalization?

Personalization means tailoring the app's functionality to each individual user. It's based on data about user behavior, preferences, and needs.

There are many ways to implement it: from [**personalized push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) and welcome screens to adapting the app's content and features for each specific user.

## Why You Need Mobile App Personalization 

Thanks to personalization, you create a truly engaging experience for each individual. Here's why it's beneficial:

- **Increased engagement**. By offering what the user truly needs, you make your app indispensable.
 
- **Higher conversions**. Targeted messages and offers encourage people to make more purchases.

- **Reduced user churn**. Increased loyalty means fewer people are likely to leave.

## How Personalization Works

There are many ways to personalize. They can be divided into two main categories:

- The first is **user experience personalization**, where the app adapts its functions to a specific person. For example, a fitness app provides training programs tailored to the user's needs. In this case, the person specifies their fitness goals themselves.

- The second is **contextual personalization**. Here, the app analyzes user actions in real time. *For example, it suggests products based on the user's location, or recommends additional purchases, taking into account previous orders. In other words, the app interacts with each user individually, taking into account their specific situation.*

Combining these two approaches unlocks a vast array of experimental possibilities. You can create a comprehensive, personalized user experience for your application. 

For content-based applications, display the most relevant content directly on the home screen. In an online store, allow users to save their favorite products. Then, leverage this data to send [**personalized messages**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters).

<Img
img="/uploads/amazon_app_9a884e7193.jpg"
alt="Amazon app"
src="For example, in the Amazon app, you can add items to a list"
/>

## How to Personalize Mobile Apps 

Let's explore some effective strategies for tailoring mobile apps to individual users. 

### Segment Users Based on Behavior 

This segmentation is based on analyzing user data, including their in-app actions (such as purchases made) and preferences (like music listened to). This divides users into groups with similar behaviors and tailors content based on their actions and interests.

<Img
img="/uploads/kindles_personalization_e8de46a88d.jpg"
alt="Personalization of books"
src="Kindle’s personalization"
/>

**Create more** [**detailed segments**](https://altcraft.com/help-center/manage-customer-database/database-segmentation-for-email-newslettering). Once you've gathered enough customer data, group users based on multiple conditions and usage patterns. For instance, segment people who:

- Have made at least one purchase in the last month; 

- Haven't opened the app for more than five days. 

Then re-engage them with a push notification offering a discount on their next purchase.

**Classify app users by engagement level.** For example, you can identify segments with the highest potential value: "gold" customers, "silver," and "bronze." "Gold" consumers can be offered more loyalty programs and discounts.

###Communicate with customers across multiple channels 

Utilize various communication channels for maximum impact. For instance, send personalized messages via push notifications, email, SMS, or [**within the app itself**](https://altcraft.com/blog/in-app-advertising-what-it-is)

<Note> 
To maximize the effectiveness of omnichannel marketing, try Altrcfat — a CDP platform that ensures high-quality customer interactions across various channels. 
</Note>

**Utilize alternative communication methods if a customer doesn't open your message.** This way, you'll reach customers through the channels they interact with most frequently. Imagine users who don't open your push notifications. In this case, send them a message via email or SMS. But, of course, avoid spamming.

You can also combine channels: for example, you send a user a push, they click on it, and they're taken to the app where an in-app message with details awaits them.

###Personalize Your Push Notifications

Push notifications are a great way to engage and retain users, but generic messages often get ignored. Personalized notifications, on the other hand, are four times more likely to be noticed, [**according to Leanplum**](https://www.leanplum.com/glossary/android-push-notifications/).

For example, instead of sending a message like "You have items in your cart. Please buy them," you send a personalized push: "(Customer's Name), you left a Hawaiian pizza in your cart!"

<Img
img="/uploads/push_notification_from_duolingo_c10e53f91c.jpg"
alt="Creative push notification from Duolingo"
src="An example of a creative push notification from Duolingo — the character tells you how long your streak is"
/>

### Personalize In-App Messages

In-app messages are a great way to communicate with customers while they're actively using your product. Here are a few helpful tips:

- Show messages at the right time. For example, send an offer to place an order to a user who has opened the app for the second time this week.

- Segment users for different in-app messages. For instance, target users based on their activity, experience, preferences, and previous actions.

###Ensure Messages and App Content Align Seamlessly

Messages and the overall user experience should complement each other. If they're inconsistent, users are likely to get confused. 

Highlight valuable features in your notifications that users might miss. A good approach is to directly link users to the relevant section so they don't have to search for it themselves.

Encourage users to take specific actions, such as using certain features or placing an order. For example, in your food delivery app, recommend a particular restaurant or dish based on their past orders and preferences.

###Leverage Location-Based Personalization 

This type of personalization is a powerful way to boost engagement. It's particularly beneficial in industries like travel, food delivery, and retail.

###Send Messages at the Right Time 

Choosing the optimal time and frequency for sending messages is crucial. Sending notifications at the right moment significantly increases their effectiveness. Manual scheduling isn't the most efficient approach — it's better to utilize self-learning algorithms like those found in Altcraft Platform. The ML module will determine the best time to send push notifications.

### Utilize A/B Testing 

Through A/B testing, you can [**experiment with various elements**](https://altcraft.com/features/mvt) such as sending times, design, text, calls to action, and links. This will help you determine which messages resonate best with different users.

## Levels and Types of Personalization 

Personalized marketing doesn't always require a highly individualized approach to each user. More general methods can also be used. Let's learn more about the levels of personalization below.

### Promotions for Everyone 

This is the most common type. These are promotions designed for a wide range of consumers and cover all products. There's no personalization here, and no special technologies are required. Simple mass distribution of discount coupons is all that's needed.

<Img
img="/uploads/promotions_for_everyone_37dc29504f.jpg"
alt="Promotions for Everyone"
/>

### Loyalty Program Promotions 

These offers are restricted to a specific manufacturer or a particular group of products. With this approach, you provide customers with special terms, such as bonus points, gifts, or simply discounts until a certain date.

### Targeted Offers
Promotions designed specifically for a particular segment of customers are called targeted offers. Customer segmentation is based on various criteria, including demographics, purchase history, and other factors.

### Personalized Offers

Here, you focus on narrower audience segments. 

This highly popular approach in modern mobile marketing involves dividing users into groups based on various criteria. Then, the most relevant offers are selected for each of these segments. For instance, instead of sending bonus points to the entire audience, you could limit them to customers who recently celebrated their birthdays.

### Tailored Offers

The pinnacle of personalization is programs created specifically for an individual customer, taking into account their personal information and interaction history. Prime examples include automatically generated playlists based on a user's musical preferences.

### Types of Personalization

- Personalization for improved usability: Here, you suggest to the customer the nearest store or offer to repeat an order.

- Reminders: Here, you can inform the user about a discount on a product in their cart.

- Motivation: You can send the user a message encouraging them to continue their lessons ("You haven't studied Spanish for 5 days") or return to listening to an album.

##Challenges of Personalization

### Lack of Suitable Tools

Many retail companies consider data collection and processing to be the primary challenge in personalizing the customer experience. This is often due to a lack of resources for implementing and maintaining the necessary technologies.

###Data Errors

Personalization in mobile apps is based on user information. The more accurate this data, the better the app can adapt to each customer. However, if the information is incorrect or outdated, it can ruin the user experience. For example, if a person mistakenly clicks on a product they don't need, and the app then recommends similar products, it will cause a negative reaction. Give users the ability to opt out of irrelevant suggestions — for example, by allowing them to remove items from recommendations using a special button.

<Img
img="/uploads/aliexpress_9ad5da105a.jpg"
alt="The AliExpress feed"
src="After accidentally clicking on a fishing product, the AliExpress feed was flooded with fishing gear recommendations"
/>

### Data Security Challenges 

Many people are willing to share their information in exchange for personalized offers. [**About half of users**](https://www.blog.udonis.co/mobile-marketing/mobile-apps/mobile-app-personalization) don't mind if a brand uses their purchase history.

However, it's important to handle user privacy with care. Be as transparent as possible about data collection and usage. Avoid [**data breaches**](https://altcraft.com/blog/how-to-respond-to-data-breaches).

## Conclusion 

Personalization is an integral part of a successful mobile application. With personalization, you create a product that precisely meets the customer's needs and makes interacting with the app more enjoyable.

However, it's important to remember that effective personalization is impossible without respecting user privacy. Only a balance between a personalized approach and protecting personal data will help the app gain trust and popularity.

In this article, we will analyze how personalization works, as well as how to personalize mobile applications and effectively engage users.

what-is-mobile-app-personalization.png

About how to personalize mobile apps and effectively engage users.

What Is Mobile App Personalization and How to Use It

Mobile App Personalization: How to Use It

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

Interesting and useful articles about marketing, our product and online communications

Don't forget to subscribe to our Blog