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We have developed our own system for collecting and storing analytics. It quickly processes large amounts of data, immediately calculates and displays analytical reports. You will receive the necessary information for any time period without delay. 14 summary reports and 13 data sets are available for you.

Bring together all the data from every channel and source — including contacts, activity history, target actions, and external CRM actions — into a single customer profile. Gain a complete understanding of each customer and provide personalized interactions when and where they're most effective.

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When the software is customized for your individual needs, the job becomes easier. All the functionality your business needs will always be at your fingertips. We offer:

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Data-driven marketing involves using customer information to optimize business advertising and marketing communications. Collect data and run it through analytics tools in CDP Altcraft Platform.

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Segment audiences according to accumulated and combined data in the platform and synchronize them with external information sources. Personalize your mailings in different channels using accumulated data and data from external sources.

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Your customers will be able to grow faster and earn more using the new features of Altcraft Platform. We have prepared for you favorable terms of cooperation. Contact us and find out more.

Collect leads and gain new insights about your customers with our customizable forms and surveys. With up-to-date data, you can stay ahead of your customers' needs and preferences. Regularly monitoring the Net Promoter Score (NPS) allows you to promptly address customer feedback and enhance your services.

Advanced and functional HTTP API in Altcraft Marketing will satisfy the needs of developers. API supports JSON and XML formats. It is possible to use queue servers (such as RabbitMQ) to import large numbers of client profiles in real time.

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Create a theme for the form by choosing the appropriate color scheme. Change the style and color of the text. Add photos and YouTube videos to the form. To do this, insert additional code into the required tag.

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Tune your marketing for <0>maximum</0> with Altcraft Platform

Reach your audience with personalized messages through Telegram, Viber, WhatsApp, and other messaging platforms. We can connect any messenger app you prefer to ensure your messages reach your customers without delay.

An event registered on the platform can be redirected to an external system. This provides endless opportunities for integration. Connect external BI, DMP, CRM and other tools.

In Altcraft Platform, you can set up any scenarios for sending messages through various delivery channels. By analyzing the actions of customers, you can anticipate events many steps ahead. Here are examples of scenarios that can be implemented in our marketing automation service:


Email marketing is one of the most important customer communication channels. Four out of five marketers are more likely to give up social media marketing than email marketing. Here are illustrative examples of the email marketing strategy:


Conduct experiments to find the most compelling email, push, and SMS templates. Test multiple ideas simultaneously to identify the one that resonates best with your audience. Additionally, unsuccessful variations can provide insights on how to avoid similar mistakes in the future.

Build messages dynamically based on customer data and specified conditions in the template. This data can be obtained from an external SQL database. Substitute data from an external HTTP service via API or based on data from any web page.


<Img
img="/uploads/BLOG_32b2cce438.png"
alt="AMP Emails: What They Are, Their Types, Why Required"
/>

No one will be surprised by email campaigns with a stylish design. Users receive dozens of similar emails every day, requiring them to take extra steps by clicking a button to visit a website. However, in 2018, [**Google introduced AMP emails**](https://cloud.google.com/blog/products/application-development/amp-for-email-developer-preview), which revolutionized email interactivity and simplified the customer journey to conversion.

Besides, AMP emails bring [**gamification**](https://altcraft.com/blog/how-to-use-gamification-in-marketing) to newsletters, turning them into interactive experiences. You can engage readers with games, quizzes, and challenges, enhancing user participation and creating a fun and memorable way to deliver content.

Let's delve further into why AMP has its advantages but is not a magical solution for businesses, explore different types of interactive emails, and discuss how to start sending them.


## AMP emails: what they are


AMP emails are messages where static designs are replaced with dynamic and interactive elements. Users can interact with the content in real time. There's no need to send response emails or visit a website to fill out a form, rate something, view a product, place an order, and so on.


**Accelerated Mobile Pages, or AMP** is a Google technology that aims to enhance emails by transforming them into small website-like versions.


## AMP vs HTML: what’s the difference?


AMP is more of an enhanced extension of HTML. Let's go through the differences between these formats.

<Table>
|     | HTML | AMP |
| ------ | ------ | ------ |
| **Content options** | Static formats available: text, graphics, dynamic GIF-animation. | Any options for dynamic elements: carousels, questionnaires, registration forms, animations, and so on. |
| **Interactivity** | Limited to clicking the button that directs the user to the site. | Works inside the email, where the user makes an order, leaves comments, likes, sees how many times the product is bought in real time. |
| **Editing capability** | You can't change an email after it's been sent | Editing is available at any time through the email service.|
</Table>

Here's an example of ordinary animation in email:

<Img
img="/uploads/seagate_CSS_animation_email_def1795769.gif"
alt="An example of ordinary animation in email"
/>


## Benefits of AMP emails

**Benefits of AMP emails include:**

- **Simplified customer journey:** AMP emails streamline the path to purchase or other actions, such as form submissions or subscriptions. Unlike traditional [**email campaigns**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they)  that redirect users to a website, AMP allows users to complete actions directly within the email itself.

<p>

- **Real-time relevance:** AMP emails can display up-to-date information, ensuring that users receive the latest offers or promotions. This helps avoid situations where users open an email to find expired deals or out-of-stock items.

<p>

- **Reduced error risks:** Traditional emails are prone to design or formatting errors, which may require sending follow-up emails to correct mistakes or apologize for any inconvenience caused. With interactive AMP emails, errors can be easily rectified within the email editor, minimizing the impact on recipients.

<p>

- **Increased engagement with content:** While standard emails direct users to a website for further engagement, AMP emails enable users to interact with content directly within the email. This includes features like games, [**surveys**](https://altcraft.com/en/features/forms-and-surveys), quizzes, and more, enhancing user engagement and increasing the likelihood of capturing their interest.

<p>

- **Differentiation from competitors:** Despite AMP technology being available for several years, its adoption among brands is still relatively low. Implementing an email marketing strategy with interactive AMP emails can help your messages stand out from the crowd, setting your campaigns apart from competitors and increasing their chances of success.

## Drawbacks of AMP emails

**Drawbacks of AMP emails include:**

- **Higher cost and complexity:** Creating AMP campaigns is more expensive and complex as it requires the involvement of developers. Even with in-house specialists, the time spent on defining requirements and developing interactive elements is significantly greater than for regular email creation.

<p>

- **User understanding and fatigue:** The audience may not grasp the new format or simply become tired of dynamic emails. Not all brands require the AMP format since users are accustomed to standard emails. Moreover, the prevalence of interactive campaigns can lead to the quick loss of novelty.

<p>

- **Compliance with provider requirements:** Sending AMP emails through certain providers, such as *Gmail*, may necessitate additional [**registration**](https://developers.google.com/gmail/ampemail/register) and [**domain reputation management**](https://altcraft.com/glossary/email-domain-what-it-is-what-it's-for-and-how-to-create-it) to avoid being marked as spam or receiving numerous complaints. Accomplishing this task may not always be quick.

<p>

- **Limited availability across mail servers:** AMP emails are not universally supported by all mail servers. It is crucial to create an HTML copy to ensure proper display of interactive content in any email client. Currently, full AMP support is available in *Gmail*, *Mail.ru*, and *Yahoo Mail*.

## How to launch an AMP email campaign
Let's consider the example of *Gmail* and *Mail.ru*.


### Step 1: Check domain quality


Before applying, ensure that your domain meets the requirements of the providers.


**For Gmail**, consider [**security requirements**](https://developers.google.com/gmail/ampemail/security-requirements) and configure SPF, DKIM, DMARC settings. It's also necessary to send 100+ emails per day for several weeks. Avoid a high volume of emails landing in the spam folder or receiving complaints.


**For Mail.ru**, also check SPF, DKIM, DMARC settings. The provider requires sending over 5000 emails per month for three consecutive months. The domain should be registered in [**Postmaster service**](https://postmaster.mail.ru/).


### Step 2: Create an AMP email and submit it to the provider


**Gmail**


Create a real email with interactive elements (a test email won't work). Learn how to create an email following [**Gmail recommendations and requirements**](https://developers.google.com/gmail/ampemail/testing-dynamic-email).
Attention! Prepare two versions of the email: AMP and HTML.
Send the finalized version directly (without forwarding) to the email address: 

```
ampforemail.whitelisting@gmail.com
```


The email should already contain all the dynamic elements. Use [**Gmail validator**](https://amp.gmail.dev/playground/) to check the correct display of interactive components.


**Mail.ru**


Add dynamic elements to any existing email, following the provider's [**requirements**](https://amp.dev/documentation/guides-and-tutorials/email/learn/email-spec/amp-email-structure). Validate the finalized email using [**Mail.ru validator**](https://postmaster.mail.ru/amp/playground.html?lang=ru#amp-carousel) tool.


### Step 3: Register


**Gmail**


After sending the interactive email, [**fill out the application form**](https://docs.google.com/forms/d/e/1FAIpQLSdso95e7UDLk_R-bnpzsAmuUMDQEMUgTErcfGGItBDkghHU2A/viewform) and wait for a response. For more information on using AMP in Gmail, [**refer to the guidelines**](https://developers.google.com/gmail/ampemail/register#registration_guidelines).


**Mail.ru**


Submit your application via email to **postmaster_amp@corp.mail.ru**. The formatting of the application is flexible. Make sure to provide the email address from which the AMP email campaign will be sent, along with your contact information. The provider will add you to their whitelist. Refer to [**Mail.ru guidelines**](https://postmaster.mail.ru/amp/?lang=en) for further details.


### Step 4: Wait for a response and start sending the emails to users


Google promises to respond to the application within 5 days, while Mail.ru does not specify the confirmation timeframe. Do not send AMP emails until you receive confirmation from the provider, as sending them prematurely may result in blocking.


## Ideas for AMP Emails


The possibilities for interactivity in emails are limited only by the skills of your developers and the imagination of marketers. However, there are some ready-made formats that are worth trying in your email campaigns.


### Quiz with answer options


Conducting a quiz within the email itself and then offering a bonus for successful completion can be an engaging interactive experience. This format can be suitable for various industries, but it is particularly effective for educational projects. For example, English language learning services can use this format to allow users to test their language proficiency by selecting the correct and incorrect answers.

<Img
img="/uploads/2_c99401fe0a.gif"
alt="Quiz in AMP email"
/>




### Giveaway


The simplest and most popular option is to ask the user to spin the wheel of fortune directly in the email. However, there are other variations as well. For example, users can choose their prize from one of several closed online boxes or chests.


<Img
img="/uploads/3_a69be902e5.gif"
alt="Giveaway in AMP emails"
/>


### Game in an Email


An excellent tool for engaging users. Offer them to navigate a maze, solve a puzzle, guess a word, or find a hidden object in an image. As a result of the game, reward them with a discount, bonuses, or free materials.


### Countdown Timer
If promotions and discounts are time-limited, an effective technique is to show customers how much time is left until the end.


<Img
img="/uploads/"
alt=""
/>

### Dynamic images


Provide the ability to scroll through images in a carousel. Even better, allow customers to rotate and view the product from different angles without leaving the email. Customers will certainly appreciate this time-saving feature.

<Img
img="/uploads/5_f5e9ca7623.gif"
alt="Dynamic images in AMP emails"
/>



### Order placement in email


Another way to simplify and expedite the purchase process is to allow customers to select the product, size, filling, and other product options directly in the email, so they can add it to their cart and proceed with the payment without any unnecessary clicks!


<Img
img="/uploads/6_c3e009224e.gif"
alt="Order placement in email"
/>


### Appointment or meeting booking


This approach is suitable for businesses that operate on the schedule of their specialists. In an AMP email, customers can select a date and time for their visit to a doctor, beauty specialist, psychologist, trainer, or any other service provider.
Additionally, you can use this method to facilitate booking requests for consultations with a callback from a specialist.


<Img
img="/uploads/7_2e70977b31.gif"
alt="Appointment booking"
/>


### Survey or feedback form


Encouraging customers to leave reviews is not always easy, and asking them to visit a website and go through a registration process can be even more challenging. However, incorporating a feedback form with open-ended questions or rating scales can simplify this task. Ask users about their satisfaction with the product, service, or even the email itself.

<Img
img="/uploads/8_2d0f1fe1da.gif"
alt="feedback form"
/>



### Credit calculator


Including a loan or mortgage calculator in the email is another effective approach for sales. By providing customers with the ability to calculate monthly payments for a desired product, such as a smartphone, it becomes easier for them to make a decision and make a purchase.

<Img
img="/uploads/Calculator_and_live_price_ticker_widget_inside_email_3c5550e5cd_b053ec3124.gif"
alt="feedback form"
/>


### Registration form


In AMP emails, registration forms can be added for events such as conferences, online or offline meetings, and more. Multiple fields can be included for free-form input or selection from a dropdown list, allowing users to easily register for the desired event.

<Img
img="/uploads/9_f55ed820e3.gif"
alt="Registration form"
/>

## Summary


**AMP emails** are a format of email newsletters that include interactive elements that can change in real-time. The dynamic and diverse range of options sets these emails apart from standard HTML emails, which typically support only text, images, GIFs, and buttons that redirect to another resource.


Interactive emails enhance audience engagement, differentiate a brand from others, and increase conversion rates because users don't need to perform additional actions or visit a website. However, creating AMP campaigns requires more time and specialized skills, often involving developers. Additionally, not all email providers support the AMP format. Nevertheless, interactive emails provide the opportunity to bring content to life, such as incorporating games, giveaways, order or booking forms, surveys, and other interactive features directly within the email.



AMP emails are interactive email format with dynamic elements to engage users, stand out, increase conversions. Games, forms, surveys bring content to life.

medium_БЛОГ.png

small_БЛОГ.png

thumbnail_БЛОГ.png

БЛОГ.png

Let's explore different types of interactive emails and discuss how to start sending them.

AMP Emails: What They Are, Their Types, Why Required

<Img
img="/uploads/3_nejroseti_konkurenta_7e54f78322.png"
alt="What Distinguishes ChatGPT, Bard, and Bing in Marketing"
/> 

The first AI-powered conversational service, ChatGPT by OpenAI, was introduced in November 2022 and immediately gained popularity. Within just 5 days, it had attracted over a million users to the platform. Similar figures [**were achieved by Facebook* in 10 months**](https://www.britannica.com/topic/Facebook).

At that time, other AI-based projects were also under development. The success of ChatGPT demonstrated the market demand for such a product and inspired other players.

Three months later, [**Google introduced Bard to the world**](https://blog.google/technology/ai/bard-google-ai-search-updates/), followed by Microsoft releasing [**its counterpart, Bing**](https://blogs.microsoft.com/blog/2023/02/07/reinventing-search-with-a-new-ai-powered-microsoft-bing-and-edge-your-copilot-for-the-web/), exactly one day later.

The interest of ordinary users in AI-based technologies is quite understandable. Chatbots, in addition to their functional purposes, also serve an entertaining function, for example, they can tell jokes.

<Img
img="/uploads/1_073326c7be.png"
alt="ChatGPT tells a joke"
/>

The content generated by AI technologies is often catchy and appealing. Each of the three projects undoubtedly deserves attention. In this article, we will explore the features, advantages, and disadvantages of ChatGPT, Bing, and Bard.

## ChatGPT by OpenAI: advantages and disadvantages

The paid version, ChatGPT Plus, was released on February 1st, while the public free version was available earlier.

The chatbot is capable of recognizing and understanding natural language questions and finding relevant answers on the internet. However, it's not simply copying information; ChatGPT processes the retrieved information and generates it as unique content.

The tool excels not only in search tasks but also in handling simple requests, such as "Write a message to my manager informing them that I won't be coming to work on Friday due to family circumstances."

A significant drawback of the system is that the bot doesn't verify the accuracy and correctness of the data. The creators of ChatGPT acknowledge this issue: "The output generated by the model needs to be checked, as it may be plausible but incorrect." The question of data relevance arises because the chatbot is limited to searching information up to the year 2021.

Despite this limitation, ChatGPT remains a powerful marketing tool, a source of inspiration, and an invaluable assistant for many marketers. For example, if an employee needs to write a post about the strengths and weaknesses of using chatbots in business, they can assign the task to the system: "Write a post about the advantages and disadvantages of using chatbots in business." The generated result can then be used as a draft for their work.

Marketers should always verify the correctness of the data, edit the text, and optimize it according to the desired tone of voice.

<Table>
| Pros of ChatGPT | Cons of ChatGPT |
| ------ | ------ |
| It simplifies the work of marketers by generating draft emails, posts, and descriptions. | The information can be sourced from anywhere, including outdated and unreliable sources. |
| It provides starting material for blog authors who struggle to find inspiration. | It cannot ask clarifying questions to provide the most accurate response to user queries. |
| It curates a list of internet sources for conducting marketing research. | It relies on internet data up to 2021. All information generated by ChatGPT needs to be verified. Additionally, the results may not always meet expectations, as the robot may provide simplistic and cliché answers. |
</Table>

## Bard by Google: advantages and disadvantages

Bard is currently being presented as an AI-powered dialogue system experiment. It operates based on LaMDA and is currently available only in beta version, with no general access yet.

It represents a breakthrough in search engine technology. Like many other search engines, Bard searches for answers to queries by leveraging the vast resources of the internet. The difference lies in the quality of information processing and the resulting output.

When composing a response to a user's question, the chatbot provides a summary from various perspectives. This allows specialists, including marketers, to familiarize themselves with Bard's output instead of having to read through thousands of sources to delve into the issue.

The most significant distinguishing feature of Bard is its ability to engage in conversation with humans. Thanks to AI technology, the chatbot goes beyond simply copying and pasting text snippets from the internet and instead captures patterns in human speech. Google announces that future updates will enable Bard to respond to complex, ambiguous questions and those without a definitive answer.

Currently, if you were to ask the robot a question like, "Is the piano or the guitar easier to learn, and how much practice does each need?" Bard would provide a response along the lines of:

<Img
img="/uploads/2_34be1b70f7.png"
alt="Bard figures out about playing the instruments 1"
/>

In another variant, the response may look like this: "Some say the piano is easier to learn, as the finger and hand movements are more natural, and learning and memorizing notes can be easier. Others say that it’s easier to learn chords on the guitar and you could pick up a strumming pattern in a couple of hours."

<Img
img="/uploads/3_5f4add1040.png"
alt="Bard figures out about playing the instruments 2"
/>

Bard from Google has undoubtedly turned out to be more advanced than ChatGPT. However, it is important not to place too much trust in the chatbot. Once, it made a mistake in a product presentation, resulting in Google losing $100 billion in stocks.

<Table>
| Pros of Bard | Cons of Bard |
| ------ | ------ |
| Engages in a dialogue with the user and can ask clarifying questions. | Occasionally provides false, outdated, and biased information. |
| Takes into account different perspectives on the issue and offers the user to explore the problem from various angles. |   | 
| Utilizes more recent and up-to-date information compared to ChatGPT for answering questions. |   | 

</Table>

## Bing by Microsoft: advantages and disadvantages

Bing, developed by Microsoft, is not a dialogue service but a full-fledged search engine. It demonstrates high performance as it operates on AI technology. Therefore, Bing successfully provides answers to users' complex questions.

In response to search results, users can engage in a dialogue with the AI by asking follow-up questions. This allows for a comprehensive interaction between the user and the AI, and [**Microsoft proudly refers to this feature**](https://blogs.microsoft.com/blog/2023/02/07/reinventing-search-with-a-new-ai-powered-microsoft-bing-and-edge-your-copilot-for-the-web/) as "AI for the web."

Previously, the company invested significant resources in OpenAI. However, after the emergence of Bing, Microsoft stated that this new product is more powerful and intelligent than ChatGPT. In an interview, Microsoft expressed the following about Bing: "We’re excited to announce the new Bing is running on a new, next-generation OpenAI large language model that is more powerful than ChatGPT and customized specifically for search. It takes key learnings and advancements from ChatGPT and GPT-3.5 – and it is even faster, more accurate and more capable."

If you ask Bing, "I am planning a trip for our anniversary in September. What are some places we can go that are within a 3 hour flight from London Heathrow?" you will receive an answer similar to this:


<Gallery>
<GalleryItem
original="/uploads/4_3bac2236f1.png"
thumbnail="/uploads/4_3bac2236f1.png"
/>
<GalleryItem
original="/uploads/5_438612d5d0.png"
thumbnail="/uploads/5_438612d5d0.png"
/>
</Gallery>



Did you evaluate the amount of information provided in response to the query? Bing even divided the data into categories. Here you will find activities for every taste. Below, the system offers you several phrases to choose from to continue or end the dialogue.

And that’s what ChatGPT responded to the same query:



<Img
img="/uploads/6_f998b6bbe7.png"
alt="ChatGPT gives a piece of advice"
/>

This is also a fairly comprehensive answer, but it lacks a human touch. Well, and you won't be able to continue the conversation with the robot.

<Table>
| Pros of Bing | Cons of Bing |
| ------ | ------ |
| Carefully selects and organizes information, providing deep answers to questions. | Works only with the Edge browser on MacOS and Windows. |
| Can communicate with users, allowing for query clarification through dialogue. | May provide false, unreliable, and outdated information. |
| Generates unique content, assisting marketers in saving significant time and effort in writing [**emails**](https://altcraft.com/ru/blog/tipy-rassylok-po-email), posting, and creating product descriptions. |   |
| Responds to unrealistic and dangerous queries. For example, Bing will indicate that rapid weight gain is harmful to health. |   |
</Table>

Microsoft warns users: "Always verify the information obtained from Bing. Sometimes the system distorts information. Its response may appear convincing and reliable, but in reality, it is not."

## Conclusion

Each of the three digital products has the potential to greatly enhance the efficiency of marketers and other professionals. It is essential to objectively evaluate the capabilities of the robot and diligently verify the data provided. Moreover, it is crucial to adapt the information to the intended tone of voice and refrain from utilizing it in its raw, unprocessed state.

**The products of the organization Meta are recognized as extremist in the territory of the Russian Federation.*


Each of AIs has its potential to greatly enhance the efficiency of marketers and other professionals if its capabilities are objectively evaluated.

medium_3-nejroseti-konkurenta.png

small_3-nejroseti-konkurenta.png

thumbnail_3-nejroseti-konkurenta.png

3-nejroseti-konkurenta.png

Who wins the race between ChatGPT, Bard, and Bing when it comes to AI-involved marketing?


What Distinguishes ChatGPT, Bard, and Bing in Marketing

What Distinguishes ChatGPT, Bard, and Bing in the World of Marketing

<Img
img="/uploads/marketing_pri_spade_3b6668707a.png"
alt="Managing Marketing During a Downturn: 7 Fundamental Rules"
/>


The business world is constantly in flux: conditions change, exchange rates fluctuate, and the political situation shifts. The economic system itself is cyclical, with periods of growth periodically giving way to recession, resulting in decreased production levels and reduced income.


Businesses must react to these changes in order to stay afloat. During times of crisis, companies often cut their marketing budgets, but the effectiveness of such actions is questionable.


Let's examine how to manage marketing during a downturn to maintain a steady flow of customers and high sales levels.


## 7 rules for dealing with marketing during a slump


In any crisis, the main task of marketers is to continue taking action and exploring new opportunities. To begin with, conduct a comprehensive audit of your current strategy, communication channels, advertising campaigns, marketing tools, and so on. Then, follow the rules of crisis marketing.


### Do not cut advertising budgets


Reducing marketing expenses may seem like a logical step during a downturn. However, this approach is flawed. If you reduce or completely eliminate advertising expenses, lead generation will come to a halt. Existing customers may continue making purchases. But if they leave due to the crisis (income reductions or other reasons), it will be difficult to replace them without advertising.


Restarting marketing campaigns after a break can also be challenging. When a brand stops advertising, competitors quickly capture the audience's attention. 


Moreover, cutting back on marketing will lead to even greater uncertainty. When advertising consistently works, a business can forecast sales volume and revenue. If marketing campaigns are turned off, it becomes impossible to predict how many customers will make purchases in the next month. Therefore, consistent promotion is the path to maintaining a stable market position.


### Eliminate non-performing marketing channels


If you still need to reduce your advertising budget, analyze the effectiveness of customer acquisition channels. Keep and strengthen (with budget and content) the ones that bring in quality leads and revenue. Stop funding or minimize expenses on channels that generate few customers but come at a high cost.


If your company uses omnichannel marketing, pay attention to [**attribution models**](https://altcraft.com/blog/marketing-attribution-models). A detailed analysis of the channels will indicate which ones have a greater impact on conversions. It's worth investing money and directing marketers' efforts there.


*For example, if you allocate budgets to contextual advertising but it only brings in 5% of customers with low average order value, while social media targeted advertising brings in 45% of customers, it would be logical to strengthen targeted advertising and possibly pause contextual advertising during the crisis.*




### Work with existing customers

During a crisis, loyal customers who are committed to your brand become the backbone of your business. Analyze customer lifetime value (LTV) and identify customers who bring in higher profits. Focus on retaining them by incorporating special purchase conditions and [**loyalty programs**](https://altcraft.com/blog/customer-loyalty-program) into your marketing strategy. If lowering prices and offering significant discounts is not feasible, allocate resources to communication and building strong relationships with your audience.


It's important for a brand to remind itself and pay attention to customer needs. Choose marketing channels that are convenient for them and provide personalized product recommendations based on their interests and previous purchases.


Use omnichannel marketing. Send [**email newsletters**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they) to customers to congratulate them on holidays, use [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications) to update them on deliveries, send SMS messages or [**messages through messaging apps**](https://altcraft.com/blog/messenger-marketing) to inform them about ongoing promotions, and so on.





<Img
img="/uploads/image2_6a8789e939.png"
alt="An example of a greeting email newsletter for the customers"
src="An example of a greeting email newsletter for the customers"
/>


Customers should feel cared for and receive information in a timely manner. In return, loyalty, consistent revenue, and resilience during a downturn await you.


### Seeking new directions and audiences


It may seem that a crisis is not the time to launch something new, but that's not the case. It is precisely in challenging conditions that you should "look" in a different direction and find audiences that your brand has not yet reached.


Conduct research and analyze customer data and their orders collected by your [**CDP**](https://altcraft.com/blog/cdp-in-the-world-without-cookies). There may be customers who have approached you but did not make a purchase because they were not informed about the benefits and value of the product. These people are a "warm" audience that was ready to buy but was not properly addressed.


Review your advertising campaigns, product descriptions, and content to meet the needs of such an audience.


*Suppose, you sell a food photography course, but it’s only for beginners. Then professional photographers may have approached you, who are interested in the topic but don't need the basics you provide in the course. By creating similar training for advanced photographers, there is a chance to attract a new audience.*


The needs of existing customers can also change during a crisis. Therefore, companies need to constantly analyze the moods of their audience and adapt accordingly.


*For example, if design and uniqueness were particularly important to customers of a furniture store in the past, now the focus may be on practicality and durability. During a crisis, people tend to save money and are not willing to buy new furniture in a couple of years. The new marketing campaign should reflect such a demand.*






**How else to find a new audience:**


- Explore potential customers in other cities and even countries, especially if you have an online product that is not location-dependent.
<p>




- Win back "inactive" customers who have stopped buying from you. For example, send a series of [**reactivation emails**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) through email marketing services. Remind them about your brand or make a special offer that motivates customers to come back.


<Img
img="/uploads/image3_31c5af1b17.png"
alt="An example of a reactivation email from H&M"
src="An example of a reactivation email from H&M"
/>


### Change positioning


Shifting your brand to a different price segment or simply reevaluating your values and unique selling propositions (USPs) is one way for a company to maintain stable positions and even soar. A new direction may prove to be more in demand.


During an economic downturn, people become more frugal and try to spend less money on non-essential items. They also scrutinize the utility of your product in detail. Sometimes companies need to change their price segment to align with new customer needs.


Luxury brands suffer the most during a crisis. The audience's focus shifts towards real value rather than prestige, making it more challenging to sell luxury products. In such cases, repositioning your brand to a more budget-friendly segment can help maintain sales and even expand your audience.


### Maintain prices


Price increases are a common occurrence during any crisis. However, people still react negatively to it and perceive businesses as taking advantage of the situation and profiting from customers. Try not to immediately raise prices, but instead find alternative solutions, such as reducing bonuses in loyalty programs or decreasing discounts. When prices change abruptly, some customers may simply leave in search of a more favorable [**offer**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it).


If price increases are inevitable, try to implement them gradually and justify why they are happening. A proper marketing campaign can explain that prices are influenced by rising costs, higher material procurement expenses, changes in logistics, and so on. During a downturn, transparency in communication and openness are crucial.


### Working on online reputation


During a crisis and budget cuts, customer service and content quality often suffer. When there's only one social media manager left instead of a whole team, it's unrealistic to expect them to respond quickly to comments. Staff reductions result in longer response times to customer inquiries, which is detrimental to loyalty, reputation, and sales.


One unanswered negative comment can snowball and harm the brand's image. During a crisis, audiences are more critical of brands, so it's crucial to respond promptly to feedback and address any issues. Otherwise, reputation repair will take more time and resources. Therefore, it's important to keep communication channels under control.



<Img
img="/uploads/image1_ed0d6f9c03.png"
alt="Work with reputation on Internet answering the review"
src="Work with reputation on Internet answering the review"
/>


## Summary


Economic crises are a normal occurrence, so businesses need to be able to quickly change strategies and adapt. It is a mistake to cut advertising budgets first, as it will halt the flow of new customers. Instead, evaluate the effectiveness of different customer acquisition channels in terms of leads generated, eliminate unnecessary ones, and allocate budget and resources to the ones that work.


Additionally, during a downturn, focus on existing customers by engaging with them and demonstrating care. Offer personalized service and products through email marketing, push notifications, SMS, and other communication tools. Utilize multiple channels to ensure accurate delivery of information to the customer.


Do not halt marketing efforts, but instead, seek out new audiences, change product positioning, and even consider adjusting price segments. Deal with negative feedback promptly by responding to customer comments and always provide explanations for price increases.


During a downturn, focus on existing customers and demonstrate your care. Also, don’t cut advertising budgets, as it will halt the flow of new customers.

medium_image4.png

small_image4.png

thumbnail_image4.png

image4.png

Want to find out how to work with clients & what to do with advertising budgets during a slump?

Managing Marketing During a Downturn: 7 Fundamental Rules

<Img
img="/uploads/upravlenie_reputaciej_brenda_48b0b2f962.png"
alt="Brand Reputation: How to Properly Respond to Feedback"
/>


81% of users [**search for information online**](https://explodingtopics.com/blog/online-review-stats) to form an opinion about a company. 93% claim that product and service reviews influence their purchasing decisions. Therefore, companies cannot ignore what is being said and written about them on the internet. Online brand reputation management is one of the top priorities.


To maintain a positive image, brands need to engage with their audience by responding to comments and reviews from users online and monitoring various communication channels.


In this article, we will discuss what online brand reputation is, how to respond to negative customer feedback online, and why it is important to react to positive feedback.


## What is online brand reputation


Online brand reputation is the image of a company that is formed by the opinions of users, employees, and partners. It is shaped through mass communication channels from [**customer reviews**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales), social media comments, and content that mentions the product or service (reviews, compilations, etc.).


Managing brand reputation is a must-have for any business because every company can receive online comments and reviews. People often search for information about companies before making a purchase and base their decisions on it.


Do not confuse the notion of online business reputation with brand image, as brand image is the image that a business creates from scratch. Reputation cannot be invented: people will leave reviews and comments whether you like it or not. It is nearly impossible to control people's opinions. Therefore, the only thing a business can do is protect its reputation online.


## What are the reasons for working with reputation


### Managing online reputation provides the following benefits:


**Consistent flow of customers** who make purchases based on positive reviews or the way the brand addresses issues mentioned in comments and reviews.


**Increased loyalty** and [**trust in the brand**](https://altcraft.com/blog/customer-trust). Responding to customer comments on the internet shows that the company listens to its audience and is ready to communicate. This approach attracts customers and encourages users to stay with the brand.


**Ability to mitigate crises** by addressing conflicts promptly and preventing serious consequences.


**Attractiveness to employees and partners** who value a positive online business reputation.




## How online reputation management works and what is ORM


There are two ways to work with reputation: do it yourself or hire an agency. In both cases, Online Reputation Management (ORM) is used - a methodology that shapes a company's image online by monitoring and addressing negative comments and reviews, and creating a positive information field around the brand.


Reputation on the internet is formed through marketing channels, review sites, comments on social media, blogs, reviews on marketplaces, and expert comments.


Replacing negative content with positive one is done through Search Engine Reputation Management (SERM) – cleaning up the first page of search results from negative reviews. This usually involves adding new positive opinions, reviews, and expert content. Through SERM, online reputation is improved because people simply don't get to the negative comments.


Another method that affects reputation management is the use of influencer marketing or hidden marketing. In this approach, the company is protected not by an official employee, but by a seemingly satisfied customer. This person participates in discussions, comments on other reviews, and promotes the brand.


This is how influencer marketing works: we can’t understand whether it is native advertising or a natural review of a person. Seeming natural is a characteristic feature of a quality hidden marketing.

<Img
img="/uploads/image15_85bceae286.png
"
alt="influencer marketing"
/>



Usually, reputation management methods are used in combination with others. However, it is important to know how to respond correctly to different types of comments on the internet at every stage of the process.
## How to Respond the Reviews and Feedback from Clients


It is important not to ignore the opinions of your audience. Firstly, it shows disrespect towards your customers. Secondly, you never know where a person who expressed their negative feedback might take their experience further. Therefore, respond to and address both negative and positive comments and reviews.


### Important tips:


**Responding promptly** is important before other users join the discussion and expand it. Therefore, monitor comments and reviews constantly not only on social media platforms and review websites but also on third-party resources where users share their stories related to brands.


*For instance, Jeulia reacted to the negative review on a third-party social media, and it was a good decision: the client is happy and intends to buy more.*



<Img
img="/uploads/image7_2d6edc8b4a.png"
alt="Jeulia"
/>


**Stay polite and positive**, even when you deal with an aggressive or unfriendly customer.


**Avoid the use of generic phrases** like "Your opinion is really important to us." and respond to each review individually.


*In the example below, the brand doesn’t even personalize the response addressing the customer as “Dear Guest” without mentioning the name. Also, the entire response appears to be templated.*


<Img
img="/uploads/image14_27f78e9102.png"
alt="Dear Guest 1"
/>


<Img
img="/uploads/image4_3218ab3273.png"
alt="Dear Guest 2"
/>


**Maintaining a consistent tone of voice** in brand comments means preserving the same communication style as used on other company platforms.


*For example, the response from a company selling pet supplies matches the witty style of the customer's review and even builds upon it.*

<Img
img="/uploads/image9_d2683d6d91.png"
alt="witty style"
/>


**Respond in clear language** and formulate your answer unambiguously. Otherwise, misunderstandings may occur.


## How to respond to negative comments


Negative feedback can be constructive, when there are reasons and justifications for dissatisfaction, and it can also be trolling, where there may not be a real issue. The goal of a troll is to provoke, mock the brand, or express themselves online.


### How to work with constructive criticism

When dealing with constructive criticism, the classic approach is to introduce yourself, express gratitude for the feedback, apologize if necessary, and offer a solution to the problem if the customer's case is clear. If there are no details provided, it's important to first gather more information.


However, it's common for brands to immediately ask clarifying questions, as exemplified by *JetBlue* in the provided example.



<Img
img="/uploads/image18_a1aacf70d7.png"
alt="JetBlue reacts 1"
/>


<Img
img="/uploads/image12_91341f4b73.png"
alt="JetBlue reacts 2"
/>



Transferring communication into private messages is a common practice. There's no need to be afraid of engaging with customers in the comments, but if resolving an issue requires personal information (such as phone number, order number, etc.), it is justified to take the conversation to private messages.

<Img
img="/uploads/image2_f7b6f76046.png"
alt="communication into private messages"
/>



Tell what actions you are going to undertake to deal with the situation if it doesn’t disclose the customer’s personal data.

<Img
img="/uploads/image11_bae15ae4d2.png"
alt="Flowers"
/>


Don't end the conversation abruptly when the question is resolved; always conclude the communication on a positive note. 


Sometimes it is enough to simply thank them for the comment and respond that you will take the customers' feedback into account. This approach is suitable when the comment or review does not indicate any specific issue.


*Although in some cases brands go into details and try to clean their reputation, as in the example.*



<Img
img="/uploads/image17_6b5208b073.png"
alt="Cleaning the reputation 1"
/>

<Img
img="/uploads/image3_854baaa693.png"
alt="Cleaning the reputation 2"
/>

### How to respond to trolling


First option: don't respond at all if you are confident that the comment was made by a "troll." Typically, these are people with fake accounts without profile photos, and their negative comments appear consistently, not only on your account. Trolls don't provide specific details and often engage in emotional communication.


*In the example below there is nothing to say in response as the review is not constructive and aimed at offending the owner of the restaurant, although the profile looks real.*

<Img
img="/uploads/image5_fc262ad75b.png"
alt="Troll 1"
/>


Second option: clarify the details. If it's a troll or a deliberately negative comment from competitors, it's unlikely that there will be any further dialogue.


*An example below demonstrates exactly this case. The company decided to answer in order to clarify the situation in front of others who can read that accusation, though waiting for any further reply of that profile is pointless.*

<Img
img="/uploads/image13_52d7cd834a.png"
alt="Troll 2"
/>


## How to respond to neutral comments


Sometimes users leave comments to ask questions. It's important to respond to them openly because other people can see those interactions. Ignoring customers can negatively impact their [**loyalty**](https://altcraft.com/blog/customer-loyalty).
When answering questions, follow the general guidelines for responding to comments, and it's also important to provide supporting arguments or information.


*That’s how the brand reacted to the neutral customer comment.*


<Img
img="/uploads/image6_038c9ca327.png"
alt="neutral customer comment"
/>


And here’s another example of a detailed response.





<Img
img="/uploads/image8_85a115ce9b.png"
alt="A detailed response"
/>


## How to respond to positive reviews


The main thing is to respond rather than ignore. People have shown their attention and are waiting for your reaction. You can simply thank them for the review or positive comment.



<Img
img="/uploads/image16_6fd77941c1.png"
alt="Positive review 1"
/>





And the best way is to say thanks and encourage a person to buy more. 

<Img
img="/uploads/image1_d3265a5201.png"
alt="Positive review 2"
/>


Or else you could just chat with the customer in a positive manner. 
## Should negative comments be deleted?


This is a controversial question because deleting a comment can provoke even more negativity from the user, especially if they are a real person rather than a "troll". Such a customer may turn to other platforms (review websites).


### You can delete a comment if:


- The user is insulting the brand or other people.
- The user is violating community guidelines.


Be sure to provide a reason for deleting the comment and offer alternative contact options for further communication.


## Summary

The reputation of a brand online is formed by the collective opinions of customers, employees, and brand partners who mention the company in their content, write comments, and reviews.


Managing reputation is necessary to continually attract customers, maintain loyalty, and build trust. This typically involves reacting to negative feedback and replacing it with positive comments about the brand.


It is important to respond to users rather than ignore or delete their comments (except in the case of offensive behavior). When dealing with negative feedback, it is advisable to thank the person for their review, apologize, inquire about details, or offer a solution immediately. Asking follow-up questions can help identify "trolls" who won't provide specific information.


It is also important to respond to positive reviews and comments by expressing gratitude, suggesting future purchases, or encouraging customers to return. Don't forget to address customer inquiries. Always maintain a positive tone, respond quickly, and be clear in your communication.


The reputation of a brand online is formed by the collective opinions of customers, employees, and brand partners who mention the company in their content.

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Keep wondering how to maintain the reputation of a brand online?

Brand Reputation: How to Properly Respond to Feedback

Brand Reputation Management: How to Properly Respond to Feedback

<Img
img="/uploads/storytelling_fbfef55813.png"
alt="Let the Client Feel Like a Hero: How Storytelling Works"
/>

Many people wonder: how do stories work in marketing? What is the secret of effective selling storytelling? When the messages embedded in a selling story align with the customers' values, such storytelling boosts sales. 

## Advantages of storytelling

Stories are the oldest tool of communication, dating back to the oldest cave drawings 44,000 years ago. Our ancestors used stories to share and preserve their history, etching them onto durable stones. Marketing has taken up storytelling because of its unique ability: tales transport people away from ordinary reality, capturing attention and igniting dreams and desires.

Additionally, storytelling:

- **Increases brand recognition**

Bright stories become strongly associated with the storyteller. Storytelling works in various formats such as advertisements, videos, social media posts, and emails. Scientifically, [**it has been proven**](https://www.tandfonline.com/doi/abs/10.1080/02650487.2014.994803) that storytelling increases brand recognition regardless of the presentation format. One prominent example is [**Super Bowl**](https://www.mailjet.com/blog/email-best-practices/super-bowl-email-marketing/) commercials. Thousands of people remember this story, they laugh and cry, and are inspired by the main character's actions. This is precisely how stories work, by impacting people's emotional perception.

- **Builds trust between the company and the customer**

A good presentation adds credibility to the company: it appears more reliable, and the product seems of higher quality. It's no wonder that government organizations conduct extensive research on the impact of storytelling on consumers. Politicians and public figures deliver speeches with elements of storytelling from high platforms to influence entire nations.

Since storytelling is effective in such matters, achieving marketing conversion becomes an even less challenging task. Standard objectives that marketers work on (such as guiding customers towards a purchase, motivating them to subscribe to a newsletter, or encouraging them to download [**a lead magnet**](https://altcraft.com/blog/what-is-a-lead-magnet)) can be achieved more quickly with the help of stories.


- **Establishes an emotional connection**

Harvard scientists have discovered that an emotional connection with a customer is more valuable than their satisfaction from a previous purchase. According to Gerald Zaltman, a professor at Harvard Business School, the majority of purchasing decisions (around 95%) are made at a subconscious level, driven by emotions.

Marketing tools often rely on emotions, and storytelling is designed to evoke them. In their work, marketers study the "pain points" and needs of their target audience, as well as their motivations and aspirations, all of which are emotionally charged factors.

This applies not only to commercial organizations but also to charity foundations and non-profit enterprises, which actively utilize emotionally driven narratives to draw attention to their goals. An example is [**the video campaign by Greenpeace International**](https://www.youtube.com/watch?v=TQQXstNh45g&embeds_origin=https%3A%2F%2Fwww.mailjet.com&feature=emb_imp_woyt).

- **Stimulates social media activity and SEO**

An emotional response is highly motivating for readers to like a post or share it on social media. High-quality backlinks for better search engine indexing often come from social media platforms.

There is nothing better than telling a compelling story. If it is captivating, it will be passed from person to person. There was a time when stories were primarily transmitted through word of mouth. Today, we simply click the "Share" button or share a link to a publication.

Digital marketers release annual digests, informing us about the latest trends in content marketing, publishing rankings of the most popular engagement methods, and devising new optimization strategies. However, in reality, it is storytelling that delivers the best results.

- **Adds authenticity to the brand**

Mere claims from company representatives about the unique features of their products no longer attract anyone. You can talk endlessly about the functions and benefits of a product, but without evidence, it will remain mere boasting. Storytelling, especially when based on real advantages of a product or service, sounds trustworthy.

In the promotion of products, authenticity in storytelling is achieved by avoiding jargon and profanity while expressing genuine empathy towards potential customers. By doing so, a company demonstrates that it understands the feelings and experiences of the customer and the journey they may have gone through.

## The customer has their own hero's journey

There is only one type of story that doesn't work, where the company is the protagonist of the narrative. Good stories put the customer as the main hero.

Almost everyone knows someone, a relative or acquaintance, who can talk endlessly about themselves. At what point does your patience run out? The patience of an audience is even more fragile. If a company constantly brags about itself, people won't want to listen. Effective marketing storytelling is distinguished by making the customer the main character, and the journey they go through becomes their hero's journey.

The "Hero's Journey" storytelling formula was invented by the renowned professor Joseph Campbell. The story originates from Greek mythology and continues in the legends of Native Americans. Similar motifs are present in the works of Tolkien, Marvel films, and Pixar movies.

What unites all these events? The hero's journey.
## What the hero's journey is

The main protagonist embarks on a great journey: they leave home and venture into adventures, overcome challenges, find loyal companions, and defeat enemies. Having achieved their goal, the hero acquires a valuable reward and returns home. Have you heard this a hundred times? Indeed, the story sounds very simple and familiar. These qualities are precisely what is needed in marketing storytelling.

### The character development can be summarized in the following steps:

- The hero lives an ordinary life, but is called to venture out of their comfort zone.
<p>

- The hero receives a call to embark on a journey.
<p>

- Initially, the hero refuses to join the journey.
<p>

- The hero's familiar world starts to crumble.
<p>

- The hero encounters a mentor: someone older and wiser who compels the hero to follow them.
<p>

- The hero gains allies, acquiring friends and enemies.
<p>

- During the journey, the hero experiences a loss that challenges the success of the entire operation.
<p>

- The hero overcomes a significant trial and emerges victorious.
<p>

- The hero is rewarded for their deeds.
<p>

- The hero returns home with triumph, transformed into a different person.

This framework should be applied to your stories. To make the story engaging, it is important to listen to what is being said within your company about your customers.

Visualizing the customer experience can be facilitated by creating a detailed profile of the target audience and developing a customer journey map. You will be surprised to discover clear parallels between the hero's journey and the journey of your typical customer.
## Examples of using storytelling in marketing

Here are five examples of well-known global advertising campaigns that used storytelling:
### Year 1984. Apple

39 years ago, Apple showcased the hero's journey in a one-minute TV commercial. The Super Bowl advertisement became a true sensation. The plot unfolds in a dystopian reality where a leader "indoctrinates" the audience from large screens. It bears a striking resemblance to the events described in George Orwell's novel "1984".

The main character is a young woman in sports attire who is being pursued. She hurls a hammer in one of the screens, causing it to explode. A voiceover announces the release of *Macintosh*.

Even if you caught only the end of the story, your imagination fills in the gaps, and tells you what happens in the commercial. You experience the story through yourself, understanding the hero as if you know her backstory and what she's risking it all for. Then *Apple* declares that everything will soon change: the world will no longer be the same.

<Img
img="/uploads/image2_1ad95cbf44.jpg"
alt="Apple"
/>

*Apple* has always cared about individuality in the world. The company stands against the monotonous dependence on computers. It conveys to the audience the value of standing out, being brighter, and shining. This message is still evident in their advertising campaigns up to nowadays.

### Patagonia

Customers of [**the outdoor gear brand Patagonia**](https://www.patagonia.com/stories/) become the heroes of the company's blog. The blog revolves around the slogan: "Stories to get you out there"

Each blog post is dedicated to describing the adventures of ordinary people who do extraordinary things for the sake of environmental conservation or seeking a simple dose of adrenaline. The stories are written in an accessible language and do not contain a direct call to purchase a specific product. Farmers fighting against chemicals, mountain travelers, and those who clean up the coast of Chile from trash – all of them wear clothing with *Patagonia* logo.

The company itself is rarely mentioned in the stories, nor are its products. The effectiveness is achieved by establishing an emotional connection with consumers. The stories captivate the viewers, making them think, "They are ordinary people, just like me, and they wear such clothing."

### Square

*Square* is a video tool for creating videos. The platform itself is promoted through storytelling. Square's marketers launched a film series called "For any dream," which showcases the development of small businesses and the entrepreneurs behind them.

The storytelling often begins with the story of an ordinary person who has a dream. You won't find any mentions of *Square*'s products or colorful descriptions of how the platform specifically helped a particular business thrive. The videos are entirely dedicated to the real heroes – those individuals who have overcome all challenges and brought their dreams to life.

### Year 1981. Lego
And again the 80s: it was then that *Lego* launched an advertising campaign based on photographs of children with *Lego* brick toys. Although the focus was on children, this ad was aimed at parents. It made them think about how to raise a curious and creative child. The company didn't stop there.


<Img
img="/uploads/image6_f877e3f279.png"
alt="Lego"
/>

Later on, an advertising campaign with the slogan [**"Never stop playing"**](https://www.lego.com/en-us/rebuild-the-world/never-stop-playing?icmp=LP-SHMBS-Standard-90th_Anniversary_MB_small_Never_stop_playing-OC-NO-SYSIW0UKTU) emerged. In the videos, teenagers and adults showcased their talents. This created a complete cycle of the hero's journey, emphasizing how Lego contributes to the development of skills and abilities, and how it ultimately impacts people's lives and careers.

### Salesforce and Trailhead

Educational platforms are an excellent way to take on the role of a mentor for followers. *Salesforce* offers the hero educational content [**at the center of Trailhead**](https://trailhead.salesforce.com/en) to "prepare customers for the future." The company's marketers understand that the more people learn to work with the platform, the more likely enterprise professionals will prefer it.

To kick-start the journey on the *Trailhead* homepage, there is a description of the reward the hero will receive upon completing the journey and acquiring *Salesforce* knowledge. The customer only needs to choose a profession to study and embark on the "trail".

## How to use storytelling in email marketing


It's very convenient to tell stories in email. Storytelling in [**email campaigns**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they) is effective because they have unique qualities: relevant information comes to the right person via email at the most suitable time. Thus, the recipient (your current or potential customer) becomes the hero of the story, and the moment they receive the email coincides with the time the hero's journey begins.

## Types of emails suitable for storytelling

- **Welcome emails**

Many journeys start with receiving a letter. Harry Potter was handed a Hogwarts invitation letter. Princess Leia from "Star Wars" placed a hologram in a droid's memory with a plea for help.

Come up with such a welcome letter that will lure the recipient to go on a long journey with your company. Put the customer at the center of your world, let them become the hero.

The success of a welcome email depends on whether or not you establish a trusting relationship with the customer, or end up in their spam folder.

 

<Img
img="/uploads/photo_2023_05_11_10_10_12_086e7218fd.jpg"
alt="Welcome emails"
/>

- **Onboarding emails**

Onboarding emails should be helpful and encouraging. In them, the company takes on the role of a mentor, helping the hero overcome challenges and achieve their goals. The hero is about to embark on a difficult journey, but you have products that can assist them. And first and foremost, teach them how to use them.

When a customer achieves their first result, it may only mark the beginning of their journey. Signing up for a trial session or making an initial purchase is not an end in itself, but these events place the hero in the midst of their journey.

From this point on, email messages become guides: they show which way to go and  provide information at the right moment.


<Img
img="/uploads/image7_63b5dc7e28.png"
alt="Onboarding emails"
/>

- **Informational newsletters**

An informational newsletter is the best way to tell a reader a story. Every piece of content in such emails is both a hint and a riddle. If the narrative appeals to the customer, they will follow it. An informational newsletter will open up a horizon of events and show them the right path.

This tool can be compared to Q from the James Bond movies, who would introduce new spy gadgets and devices.



<Img
img="/uploads/image1_c53ef38117.png"
alt="Informational newsletters"
/>

- **Confirmation emails**

Sometimes it's difficult to determine where the hero's journey begins and ends. For example, a person comes for a test drive or a property viewing. The customer has already made an effort and taken a certain action, but the journey is just beginning. The hero is sure to be rewarded: a new car or a desired apartment.

Order confirmation or delivery confirmation emails typically include details about the order placed. If the order has not yet been paid for, it's appropriate to dispel any doubts the person may have about their choice in such an email.

When the purchase is complete, congratulate the buyer on their long-awaited acquisition. Thank the customer for their pleasant interaction and leave them with the most positive memories of your company.

Then, the next time you send a person a personalized offer, they will embark on a new journey with you.


<Img
img="/uploads/image3_293318d7b5.png"
alt="Confirmation emails"
/>

- **Reactivation emails and reminder emails**

Remember, it's natural for people to have doubts. That's why the hero's journey includes steps like the "refusal of the call to adventure" and the "moment of despair" when the hero considers abandoning the journey. Customers of your company also go through such moments. A timely reminder email will help keep the hero from giving up.

If the hero has indeed abandoned the journey, [**reactivation emails**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) can come to the rescue. Don't immediately give up on the faltering hero; give them a second chance.


<Img
img="/uploads/image5_a1ad25cb21.png"
alt="Reactivation email"
/>

Of course, storytelling works in absolutely all promotion channels, in any industry, and for any clients. It is only necessary to stay to the basic principles of creating stories that we have described in this article. 

And now it's high time for you to write a breathtaking  journey for your hero!


Storytelling works in all promotion channels, in any industry, and for any clients. It is only necessary to stay to the basic principles of creating stories.

medium_storytelling.png

small_storytelling.png

thumbnail_storytelling.png

storytelling.png

To tell the stories in order to boost sales? Seriously? Read on and discover how it works!

Let the Client Feel Like a Hero: How Storytelling Works

<Img
img="/uploads/nejroseti_8b681ef75d.png"
alt="Neural Networks in Business, Marketing and Life"
/> 

The technology market is growing: if in 2020 [**it was worth $14 billion**](https://www.alliedmarketresearch.com/neural-network-market), then by 2030, according to [**forecasts**](https://www.alliedmarketresearch.com/neural-network-market), the volume will reach $152 billion. Therefore, we will hear more and more about neural networks in the news.

Now it's part of our everyday life. Neural networks draw, generate texts, calculate complex data needed for decision-making in business, marketing, and daily life.

In this article, we will explain what neural networks are, how they work, and what benefits they bring.

## What are neural networks

Neural networks are data processing systems (software code) that simulate the workings of the human brain: digital neurons are connected to each other by virtual synapses, through which information is transmitted. Neural networks belong to the field of machine learning and artificial intelligence.

Due to their similarity to the human brain, artificial neural networks are capable of analyzing, memorizing, and even reproducing data. The first such system appeared in 1958, thanks to neurophysiologist Frank Rosenblatt. At that time, a simple neural network (a mathematical model) could simulate the perception of machine information, similar to how the brain does it.

The future of neural networks turned out to be promising: today they are used in people's everyday lives. For example, users can generate unique avatars from their images for social networks in just a few minutes. To get such a photo from neural networks, it is enough to install an application.

## How neural networks work: basic principles

Neural network technologies mimic the workings of the human brain, where electronic impulses are transmitted from one neuron to another. In the artificial version, neurons are represented by software nodes that obey set algorithms and transmit signals from one to another through synapses.

### What is important for the system to work:

- Prepare the input data to train the neural network. Without information, nothing can be created or recognized. Therefore, the answer to the question of how to create a neural network is to first gather data. To train, you need many examples so that the system can understand patterns.


*For example, if the task of the neural network is to learn to distinguish between handwritten "A" and "B", you need to load hundreds or thousands of files with images of letters.*


- Training a neural network involves human participation. In one scenario, a specialist selects the necessary data and uploads it to the system, which then analyzes it on its own. In another scenario, a human sets algorithms and corrects the robot's mistakes.


*For example, having  analyzed handwritten "A" and "B", the system produced a numerical value as a result (the task was to find "B"). The higher the number, the more confident the neural network is that this option is correct. The humans know the answer, and if there is an error, they adjust the parameters in the system and give the command to recalculate everything.*


### What happens inside a neural network

A basic neural network consists of three layers:

- **Input layer** receives information from the external world. Here, the data is analyzed, distributed, and passed on to the next layer.
<p>

- **Hidden layer** (one or several) is responsible for processing the information from the first layer and other hidden layers. Specific features are extracted.
<p>

- **Output layer** gives the final result.

<Img
img="/uploads/image5_7765d2c4b9.png"
alt="Layers of NN"
/>

This is a simplified description, as the structure of neural networks is much more complex.

## Classification of neural networks

Types of neural networks are distinguished by their structure, tasks, and subject matter. There are many classifications, but the most common ones are as follows:

<Table>
| Classification | Description |
| ------ | ------ |
| Convolutional | Recognize objects in photos and videos, classify images, and determine languages. |
| Recurrent | Work with information that changes over time. Can make predictions. Such neural networks are used in bots that communicate with humans. |
| Generative | Create images and texts on their own based on data. |
| Perceptrons | Work with complex calculations. |
</Table>

## Why neural networks are required

The application of neural networks covers various spheres of human life.

**Forecasting** is used in finance, industry, and in the operation of human life support systems. *For example, a system can calculate the load on power grids during a certain period of time.*


**A neural network for marketing** works in recommendation lists: it analyzes online user behavior and provides offers that they will definitely like. Such [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) increases sales.

**Facial and image recognition** is important for finding the necessary information and ensuring security. *For example, if the system finds images that are not allowed for publication on an online resource, it immediately removes them.*

**In medicine**, a neural network analyzes images of similar diagnoses and quickly provides a result.

**The ability to compare and classify** is useful for quality control of products. Thus, a neural network for businesses eliminates human error and speeds up work.

**Recognition of spoken and written speech** improves communication channels. Neural networks work in voice assistants, transcription, and analyze comments on the internet.

Artificial neural networks excel in **creative fields** because they can create unique art. However, some artists do not appreciate robots behaving this way.

Drawings generated by neural networks have caused controversy and even legal precedents. *Several artists [**have sued**](https://www.polygon.com/23558946/ai-art-lawsuit-stability-stable-diffusion-deviantart-midjourney) image generation services Midjourney and Stable Diffusion, as well as the creative platform DeviantArt, which uses its own neural network called DreamUp. The plaintiffs argue that copyright is being violated because thousands of images from the internet were used to train these systems.*

*Artists on ArtStation platform [**have also protested**](https://kotaku.com/artstation-ai-art-generated-images-epic-games-protest-1849891085) against neural networks, uploading images with “AI crossed out” as a form of protest. The reason for their dissatisfaction is the appearance of robot-generated "art" on the site alongside authentic content.*

<Img
img="/uploads/2_c515319e96.jpg"
alt="AI crossed out on ArtStation platform"
/>

## Examples of using neural networks in marketing, business and everyday life

- One of the most popular neural networks [**DALL-E 2**](https://openai.com/product/dall-e-2) can create original and realistic images based on textual descriptions. This is how the generated cover of Cosmopolitan turned out.

<Img
img="/uploads/3_258175c31c.jpg"
alt="Cosmo by DALL-E"
/>

- *Heinz* collaborated with marketing agency [**Rethink Ideas**](https://rethinkideas.com/work/heinz-ketchup/2022/digital-social/heinz-a-i-ketchup/) to create "the first-ever ad campaign with visuals generated entirely by artificial intelligence." The agency used AI image generator DALL-E 2 to create ketchup-related prompts, and the results looked just like *Heinz* bottles. The campaign featured social media posts and print ads featuring the best AI-generated images.

<Img
img="/uploads/photo_2023_05_03_15_43_33_523c99b731.jpg"
alt="Heinz used AI in their ad campaign"
/>

- [**Everypixel's AI-powered filter**](https://www.everypixel.com) rates the aesthetic value and commercial potential of stock images, providing more accurate and efficient search results for designers and image editors.

<Gallery>
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original="/uploads/2_268292e91d.png"
thumbnail="/uploads/2_268292e91d.png"
/>
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original="/uploads/1_49de9202d5.png"
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original="/uploads/3_687e2c9b21.png"
thumbnail="/uploads/3_687e2c9b21.png"
/>
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- *Perfect Corp.* has launched [**a new virtual try-on solution**](https://www.perfectcorp.com/business/products/virtual-hairstyles) that uses AI and AR technology to provide customers with hyper-realistic hairstyle simulations. Users can choose from 12 unique styles and view before and after simulations. The technology takes into account factors such as hair color and skin tone to create inclusive and impactful simulations.

<Img
img="/uploads/AI_hairstyle_1efa35a469.gif"
alt="AI-provided hairstyle"
/>

- An AI-created sneaker collection inspired by iconic *Nike* designs [**has gone extremely viral**](https://hypebeast.com/2022/12/nike-sneakers-artificial-intelligence-ai-clothingdaily-viral-instagram-tiktok) in December 2022 after being shared on Instagram* by @ai_clothingdaily. The digitally created shoes feature gothic and romantic elements with lace and beads, drawing attention from sneaker enthusiasts who praised the unique design and dreamed about buying a real item. The collection's popularity on social media could inspire *Nike*'s future design choices.

<Gallery>
<GalleryItem
original="/uploads/Krosy_5_b18c6af521.png"
thumbnail="/uploads/Krosy_5_b18c6af521.png"
/>
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original="/uploads/Krosy_4_d0aac616b2.png"
thumbnail="/uploads/Krosy_4_d0aac616b2.png"
/>
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original="/uploads/Krosy_6_39281655c9.png"
thumbnail="/uploads/Krosy_6_39281655c9.png"
/>
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original="/uploads/Krosy_7_82dbde5f6c.png"
thumbnail="/uploads/Krosy_7_82dbde5f6c.png"
/>
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original="/uploads/Krosy_3_b49e079673.png"
thumbnail="/uploads/Krosy_3_b49e079673.png"
/>
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original="/uploads/Krosy_2_9dc31687f5.png"
thumbnail="/uploads/Krosy_2_9dc31687f5.png"
/>
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original="/uploads/Krosy_1_e122be3598.png"
thumbnail="/uploads/Krosy_1_e122be3598.png"
/>
</Gallery>

- [**Kamil Banc**](https://www.amazon.com/stores/Kamil-Banc/author/B0BV79FGDR), an AI-assisted author, has published several books using AI image creator and prompts to speed up the writing and publishing process. His books, including an illustrated children's book “Bedtime Stories” and an adult coloring book, have received positive reviews despite only selling a few copies. It took Banc just four hours to publish an illustrated book. He credits AI for making the process simple and fast, saying he was surprised at how quickly he was able to go from concept to publishing.

<Img
img="/uploads/image14_51165340e1.png"
alt="Bedtime stories"
/>

- [**Looka**](https://looka.com) is a service that can generate logos. The system can create a logo for free within minutes, you just need to specify a few parameters. These are the options the neural network suggested for *Altcraft Platform*.

<Gallery>
<GalleryItem
original="/uploads/1_kartinka_ce0af926a2.png"
thumbnail="/uploads/1_kartinka_ce0af926a2.png"
/>
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original="/uploads/2_kartinka_098d97e065.png"
thumbnail="/uploads/2_kartinka_098d97e065.png"
/>
</Gallery>

The use of neural networks for such purposes in business speeds up the process of creating logos and makes it cheaper.

- The service [**Deep Nostalgia**](https://www.myheritage.com/) brings old photos to life. The neural network recognizes faces and animates the images.
<p>

- [**Lensa**](https://prisma-ai.com/lensa) app generates unique portraits from the user's photos using 10-20 samples.

<Img
img="/uploads/photo_2023_05_03_15_32_02_d49bb97566.jpg"
alt="Portraits by Lensa"
/>

[**Balaboba**](https://yandex.com/lab/yalm-en) is a neural network that generates text based on inputs and styles them to fit specific formats. Here's an example of the text that was generated with the phrase "marketing automation service".

<Img
img="/uploads/image10_3c2eaee137.png"
alt="Balaboba"
/>

The service for removing the background from photos, [**Retoucher**](https://retoucher.online/), also works based on neural networks. This is a useful function for marketing, especially when a company uploads images to online stores.

<Img
img="/uploads/10_1d5fcf30e3.png"
alt="Retoucher"
/>

- [**Disney's neural network**](https://studios.disneyresearch.com/2022/11/30/production-ready-face-re-aging-for-visual-effects/) is capable of changing the age of actors in a frame. Now it is possible to avoid the use of make-up and searching for similar actors to portray characters at a different age.

<Img
img="/uploads/photo_2023_05_03_15_30_01_227a76514e.jpg"
alt="Disney’s Neural network"
/>

Automatic content creation using neural networks is a possible solution to the problem of copyright when creating videos for business and marketing purposes.

## Summary

A neural network is a data processing and analysis system that replicates the work of the human brain. The software code imitates neurons and connections between them (synapses) through which information is transmitted. The system learns from previous experience or from algorithms provided by humans.

Modern neural networks generate images, write texts, create music, recognize faces, predict events, and much more. Technology is becoming part of everyday life and business, simplifying and speeding up human labor.

**The product belongs to Meta, a company recognized as extremist in Russia.*


Neural networks draw, generate texts, calculate complex data needed for decision-making in business, marketing, and daily life.

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image20.png

Figuring out how a neural network functions and whether to use neural networks in your business?

Neural Networks in Business, Marketing and Social Life

Neural Networks in Business, Marketing and Life

<Img
img="/uploads/image3_e1a68879d7.png"
alt="RFM Analysis: What It Is and How to Do It"
/>

There are two main ways to work with customers: attracting new ones and communicating with existing ones, motivating them to make repeat purchases. The second option is cheaper, but it is important to understand how to communicate with the customer base to generate more revenue.

This is where RFM analysis comes in. It evaluates users based on the sum, frequency, and recency of purchases. As a result, marketers can understand which category of customers to make individual offers to, which customers to show additional products to, and which customers to reactivate. This simple method is used to find the most profitable customers and those who are at risk.

In this article, we will look at what RFM analysis is, its advantages and disadvantages, how to conduct it manually and with the help of technical tools.

## What is RFM analysis and why to manage it


RFM analysis is a [**customer segmentation technique**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) based on their purchasing behavior. The goal is to identify the most valuable customers who bring the company the most revenue. Typically these are loyal customers. 

The database is divided into three categories based on:

- **Recency:** the time since the last purchase. Different products may have different recency thresholds. For example, if a customer last bought your brand of shampoo six months ago, it is significant because shampoo is a consumable product. However, buying winter tires for a car one year ago is not considered an old purchase because tires are typically used for more than one season.
<p>


- **Frequency:** how often a customer makes purchases.
<p>


- **Monetary value:** how much a customer spends on the company's products.


RFM analysis is reuired to develop an action plan and communication strategy for each user category.


RFM is compared to the Pareto principle, where 20% of efforts give 80% of results: loyal customers bring in more money than new and casual customers, although marketing budget is also spent on them. Therefore, customer analysis is important for cleaning up the database and redistributing resources to avoid wasting efforts.


Additionally, RFM segmentation is useful for planning future advertising campaigns, specifically for:


- personalizing offers;
<p>


- reminding customers about a new purchase if the previous one was a long time ago;
<p>


- presenting [**additional products**](https://altcraft.com/blog/what-is-cross-selling) when a customer orders at a low price point.


This way, the company spends less on increasing its customer base, as the existing audience is profitable.


## Pros and Cons of RFM Analysis

### Pros:


- **Opportunity to gather data for predicting customer behavior.** If you know that a group of customers makes purchases every 2-3 weeks with a low average check, you can remind them of a new purchase when the time comes.
<p>


- **RFM analysis is a helper for personalization.** If a customer does not make high-check purchases, there is no need to offer them expensive products.
<p>

- **Savings in marketing budget.** Attracting and warming up new leads is expensive, while working with existing ones reduces costs.
<p>

- **Selection of an audience for advertising campaigns.** Based on historical RFM data, marketers can predict which offers a customer will respond to and which ones they will ignore. If a user only chooses luxury segment goods, showing them advertising of a low-cost product is not effective.
<p>

- **Easy analysis, which does not require special efforts and skills.** Only time is needed for data collection and processing, if you do segmentation manually. RFM [**automation**](https://altcraft.com/en) tools make the process faster.

### Cons:


- **RFM analysis of the customer database does not take into account the context of purchases (such as seasonality) and customer characteristics (such as demographics).** Such data is also important for offering products.
<p>


- **RFM segmentation will not bring results when there is a small amount of initial data.** The database for analysis should be at least ten thousand people.
<p>

- **It is not suitable for companies that sell large and expensive products.** For example, real estate is usually purchased once or twice in a lifetime, so customers are unlikely to return for a new apartment after a year.
<p>

- **Data has to be updated and the analysis repeated, as customers can move from one segment to another.** The standard period is once every six months, but if there are rapid changes in sales, it is worth doing it once every two months.

## How to do RFM analysis

### Step 1. Collect the database


Data can be accumulated in *Excel*, *Google Sheets*, or marketing management systems. The database for analysis should contain customer names, contacts, information on frequency, recency, and the amount of all purchases made by that person.

### Step 2. Indicate the scale for segmentation


Each of the three RFM criteria is ranked on a scale from 1 to 3 (a standard variant). Before the analysis, a description for the ratings should be made. An example is given in the table.

<Table>
|Criterion | Description of the scale |
| ------ | ------ |
| Recency | 1 – the client made a purchase long time ago; 2 – average recency; 3 – a recent purchase |
| Frequency | 1 – buys seldom; 2 – average frequency of purchases; 3 – buys often |
| Monetary value | 1 – insignificant amount of money; 2 – average amount; 3 – expensive purchases |
</Table>


Sometimes criteria can be further detailed. For example, for the description "the client made a purchase a long time ago", it is convenient to add a specific time frame, such as "1-2 years since the last purchase", and so on for the others.


The scale from 1 to 3 is considered standard, but it can be expanded to 10. However, this will increase the number of segments, and such an RFM analysis will take more time.


### Step 3. Evaluate each customer by RFM


This is the most time-consuming step if the analysis is done manually. Using the chosen scale, assign scores to each user based on recency, frequency and monetary value.


As a result, each customer receives a three-digit score. For example, a customer with an RFM score of 221 has made purchases relatively recently, occasionally returns to make purchases, but spends very little.


*Here’s an example of the table for evaluation.*


<Table>
| Client | R | F | M | Specification |
| ------ | ------ | ------ | ------ | ------ |
| Client A | 1 | 1 | 2 | A customer who buys seldom and with long intervals between orders. Brings an average amount of money. |
| Client B | 2 | 2 | 1 | This customer purchases with average frequency and without particularly long gaps. They only choose inexpensive items. |
| Client C | 3 | 3 | 3 | It’s the most profitable customer who makes high-cost purchases frequently and with a short time lapse between them. |
| Client D | 1 | 3 | 2 | They haven't made purchases in a while, although previously ordered frequently with a decent average order value. |
</Table>


### Step 4. Divide segments into groups


With a scale of 1 to 3, there can be 27 segments. Similar ones should be combined into a single one to simplify the work.


Possible groups of customers:


- **Most profitable.** They buy a lot and often, are loyal and with a sufficient LTV. The highest score in the category is 333.
<p>


- **Regular customers with average performance.** They do not always buy often and a lot, but they are loyal to the brand and still come back. The highest score in the category is 222.
<p>


- **Risk group.** People who bought only once or order very rarely and spend little. The most unprofitable customer will receive a score of 111.


### Step 5. Make a decision


After evaluating and classifying customers, marketers decide which approach to take for each group.


For example, the most profitable customers can be offered exclusive loyalty conditions (333, 332, and so on). An activation email campaign can be sent to users who haven't made a purchase for a long time (111, 112, and others). For regular customers with a small average purchase amount (such as 321), additional products and conditions can be selected [**to encourage them to buy more**](https://altcraft.com/blog/5-marketing-techniques-to-push-customers-to-buy).


## RFM-analysis in Altcraft Platform


[**Altcraft Platform**](https://altcraft.com/en) is a platform that automates RFM analysis and collects data on the context of purchases. The tool collects information on the frequency, recency and monetary value of orders, as well as on the activity of customers across different channels (SMS, email, push notifications, and others). Additional data on the opening of promotional mailings, actions in applications and on websites, and participation in [**loyalty programs**](https://altcraft.com/blog/customer-loyalty-program) will indicate what led the customer to make a purchase and what hindered it.


The purchase amount for analysis is tracked on external resources: websites, social networks, applications, CRM. Altcraft Platform pixels record the completion of goals (for example, making a purchase at a certain value), which are configured inside the platform. The monetary value selection condition for the RFM analysis scale is also set here: total goal value is less than/greater than/equal to a certain value N.


<Img
img="/uploads/image2_0f67217d32.png"
alt="Configuring based on monetary value criterion"
src="Configuring based on monetary value criterion"
/>

The frequency of actions and the duration between them are tracked. To do this, goal completion parameters are set. For example, purchases that occurred at least once within twenty days are taken into account in the analysis.

<Img
img="/uploads/image4_78130f29ff.png"
alt="Configuring based on frequency of action"
src="Configuring based on frequency of action"
/>


Next, segments are created based on the data. Customers are assigned to a particular segment based on the following criteria:


- whether the user currently meets the selection criteria now or met the criteria in the past;
<p>


- how many times during a period the customer met the specified criteria.



<Img
img="/uploads/image1_1914462a72.png"
alt="Configuring the segments"
src="Configuring the segments"
/>


## Conclusion


RFM analysis is used to evaluate customers based on recency, frequency, and monetary value. The most profitable customers are selected from the database and offered exclusive deals, while special promotions are offered to less important customers to increase their average order value. Passive customers are usually reactivated.


The main advantages of RFM analysis are increased revenue from existing customers and cost savings in marketing budgets (it's cheaper to work with existing customers than to attract new ones). However, this method is suitable for companies with a sufficiently large customer base and those whose customers make regular purchases.


Customers are evaluated on a scale from 1 to 3, where 1 is the worst score and 3 is a high score. The resulting segments are then divided into groups: the most profitable customers, less important customers, and the risk group. A strategy is developed for each group.


The analysis can be done manually (using *Excel* or *Google Sheets*) or through marketing automation tools (such as Altcraft Platform), which speed up and simplify RFM segmentation.


The main advantages of RFM analysis are increased revenue from existing customers and cost savings in marketing budgets.

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Discovering ways to better know your customers for efficient work with them?

RFM Analysis: What It Is and How to Manage It Correctly

RFM Analysis: What It Is and How to Manage It

<Img
img="/uploads/gejmifikaciya_v_marketinge_d50cd0e664_2f1fd062fa.png"
alt="How to Use Gamification in Marketing"
/>

In the world of an "epidemic" of [**banner blindness**](https://altcraft.com/glossary/banner-blindness-its-causes-and-how-to-deal-with-it), users are increasingly not noticing online ads and other types of advertising on the internet. This behavior is typical for 86% of website visitors. 

Brands have to find new ways to attract the audience's attention and engage users in their content. One of such tools is **gamification**, i.e. using game elements in marketing campaigns. Gamification is more noticeable than regular advertising and often more effective. 

From the article, you will learn what gamification is, its pros and cons. We will also provide examples of game mechanics that well-known brands are already using.

## What is gamification

Gamification in marketing is the use of game elements to promote a company, its products, and services. Typically, quizzes, quests, competitions, lotteries, and giveaways are used.

*For example, a customer doesn't just accumulate points through a [**loyalty program**](https://altcraft.com/blog/customer-loyalty-program), but enters a world where everyone has their own rating. They progress from level to level and earn points that can then be converted into a discount.*

Elements of gamification are used in retail for promoting mass-consumer products, education, and even banks create games to engage customers in serious financial topics. Gamification is a method that has almost no limitations in terms of business directions. Gamification tools are even used in B2B sales.
Games work in two main directions:

- **Attracting new users**, when the goal of gamification is to draw a user's attention to the brand's content in the general flow and leave contacts (lead generation).
<p>

- **Involving the user in the product**, so that customers stay with the brand and do not leave. This is especially relevant for language learning services, where users do not drop out of lessons, including due to the thrill of wanting to reach the next level and get a higher rating. That's why gamification is so popular in education.

Games may seem to be a kind of a "magic pill," but actually they are not. Gamification in business is an interesting promotion method that can breathe life into any marketing campaign, but it also has its drawbacks. We will tell you about the pros and cons of gamification.

### Advantages of gamification

- It makes the brand more recognizable, especially when the gaming project becomes "viral".
<p>

- Gamification techniques engage users and keep them staying with the brand. Playing is more interesting than just receiving content in a newsletter.
<p>

- It increases sales: digital gamification is more noticeable than standard advertising and it brings leads that convert into sales. Also, brands offer additional products through games and increase the average check.
<p> 

- It sells brand products natively: it seamlessly integrates them into the game plot.
<p> 

- It increases loyalty, because the company communicates with users through games, draws attention, and creates emotions.

### Disadvantages of gamification

- Gamification technology is not equally useful for all businesses. The audience of serious companies simply won't understand why you launched a game. Such a move is unlikely to bring results.
<p>

- It is also important to evaluate the resources of the brand, because gamification of processes is an investment of money and time in its creation. Often you need to involve technical specialists or a whole team (your own or invited).

## How to create gamification in marketing

The steps for implementing game mechanics in marketing may vary across different businesses. The process could look like this:

1. Set a goal and determine how the use of gamification will solve your business objectives. Do not choose this tool just because you want to be trendy.
<p>

2. Choose your target audience: you need users who will be interested in gamifying their life in the brand's world.
<p>

3. Think about the format: a game with a set of points/rankings, quiz, quest, competition, lottery, and so on. Also, decide which marketing channels you plan to use for promotion: [**messengers**](https://altcraft.com/blog/messenger-marketing), SMS, email newsletters, and others.
<p>

4. Define what motivation the user will have to participate in the project: what they will receive (bonus, emotions, status).
<p>

5. Write a scenario with detailed actions for the user. This is also where the mechanics of gamification are thought out, where it is determined what the user will receive bonuses for and how much, and how to use them further.
<p>

6. Think about what tools (software and others) are needed to implement the idea and where the game mechanics will appear: on the website, [**in a chatbot**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses), in an application, etc. Write a technical assignment for the team that will implement gamification.
<p>

7. Test the chosen gamification method on a small group and fix the errors.
<p>

8. Launch the game for all users and track the results.

## Gamification: examples of usage in marketing

The use of gamification is a popular approach, especially during holidays and important events such as premieres and various gatherings. Below are some examples of gamification.

### Japanese KFC’s game “Shrimp attack”

An outstanding decision of Japanese *KFC* outlet was performed due to their collaboration with *Nintendo* and promoted their new line of shrimp food. *Nintendo* developed a video game that suggested defending a castle from the shrimps attacking it. The users got virtual reward coins for their successful attempts and could spend them as real money at the nearest *KFC* location. Due to such a smart idea the sales increased up to 106%. 

<Img
img="/uploads/out1_1_717617b983.gif"
alt="Shrimp attack by Japanese KFC"
/>

### Making a pizza of your own with Domino’s Pizza

In 2011, *Domino's Pizza* launched an original game in their mobile app: users could create their own pizza online and order it at the nearest location. As a result, sales increased by 30% that year. But that's not all: the company invited the best pizza makers to work for them.

<Gallery>
<GalleryItem
original="/uploads/Piczcza_szhataya_1_35f70a2d14.gif"
thumbnail="/uploads/Piczcza_szhataya_1_35f70a2d14.gif"
description="The custom pizza of your own by Domino's Pizza"
/>
<GalleryItem
original="/uploads/Piczcza_szhataya_2_3728e81ca6.gif"
thumbnail="/uploads/Piczcza_szhataya_2_3728e81ca6.gif"
description="The custom pizza of your own by Domino's Pizza"
/>
</Gallery>

### M&M’s Eye-Spy Pretzel

In 2010, *M&M’s* launched candies with a new pretzel flavor. After a few years, they decided to reload the new flavor and posted an easy game *M&M’s eye spy pretzel* on Facebook. The result was 21,000 likes and 6,000 shares, which ultimately revived interest in the legendary brand.

<Img
img="/uploads/m_ms_facebook_gamification_aec81634df.png"
alt="M&M’s Eye-Spy Pretzel"
/>

### Starbucks

*Starbucks* is known for staying on top of technology trends, and one of the ways they do this is through their "My Rewards" program in the *Starbucks* app. This program allows customers to earn stars or points every time they make a purchase, and after collecting a certain number of stars, they can redeem them for discounted vouchers at their local *Starbucks*. Additionally, customers may receive free items like coffee or sandwiches during their visits.

<Img
img="/uploads/Starbucks_cde7fee5a3.gif"
alt="Starbucks"
/>

### The wheel of fortune by Gap

The clothing store Gap provided the newsletter with the wheel of fortune. You can never lose because you get your discount of a fixed amount of dollars, or you get some percent off for a purchase. 

<Img
img="/uploads/GAP_wheel_of_fortune_7588e9c14f.gif"
alt="The wheel of fortune by Gap"
/>

### Pepsi, For the Love of It campaign with AR game

In 2020, *Pepsi* launched a promotional campaign that utilized augmented reality (AR) technology, featuring four globally recognized football players, namely **Lionel Messi**, **Paul Pogba**, **Mo Salah**, and **Raheem Sterling**. The campaign introduced *Pepsi* cans with exclusive QR codes that could be scanned to load AR versions of the football players on users' phones. This allowed users to participate in a virtual kick-up game and share their experience on Instagram. The AR game was part of a cross-channel digital experience called *Pepsi, For the Love of It*, which aimed to boost customer engagement and enhance brand recognition.

<Gallery>
<GalleryItem
original="/uploads/gamification_pepsi_1_904bf5c7d1.png"
thumbnail="/uploads/gamification_pepsi_1_904bf5c7d1.png"
description=""
/>
<GalleryItem
original="/uploads/gamification_pepsi_2_b339c46906.png"
thumbnail="/uploads/gamification_pepsi_2_b339c46906.png"
description=""
/>
</Gallery>

### The Australian Sink a Sub

In 2020, the Australian brand *Subway*, together with *Wunderman Thompson Australia and New Zealand*, introduced a gaming experience called *Sink a Sub*. This game is set on a virtual battleground at sea and aims to transform how customers interact with the brand's most iconic product, the submarine sandwich. Every customer who purchases a sandwich and a drink at Subway locations in Australia and New Zealand got a code for the high-sea gaming experience, where they can participate in a game that involves sinking a submarine sandwich on the digital gameboard.

<Gallery>
<GalleryItem
original="/uploads/gamification_subway_1_948d2a4463.png"
thumbnail="/uploads/gamification_subway_1_948d2a4463.png"
description=""
/>
<GalleryItem
original="/uploads/gamification_subway_2_da85741866.png"
thumbnail="/uploads/gamification_subway_2_da85741866.png"
description=""
/>
<GalleryItem
original="/uploads/out1_2_f43d3dbd87.gif"
thumbnail="/uploads/out1_2_f43d3dbd87.gif"
description=""
/>
</Gallery>

## Summary

**Gamification** in marketing is the use of game mechanics to promote a company instead of traditional advertising. This method is chosen to attract new users and engage existing ones. It includes games with point accumulation and ratings, quizzes, lotteries, quests, competitions between users, and so on.

Gamification increases loyalty and sales, is suitable for many businesses, but usually requires investment to develop such projects. To implement gamification in marketing, first set a goal and define which business tasks it will solve. Next, mechanics, scenarios, and a technical task for the team are outlined. When launching gamification, it is worth testing it on a small group before opening the game to the entire audience.


Gamification in marketing is the use of game elements to promote a company, its products, and services. Quizzes, quests, competitions, and so on are used.

medium_gejmifikaciya_v_marketinge_d50cd0e664.png

small_gejmifikaciya_v_marketinge_d50cd0e664.png

thumbnail_gejmifikaciya_v_marketinge_d50cd0e664.png

gejmifikaciya_v_marketinge_d50cd0e664.png

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