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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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<Img
img="/uploads/Omnichannel_vs_Multichannel_854eb0a5f6.jpg"
alt="Omnichannel vs Multichannel"
/> 

Marketing communications in the digital age evolve by the day. Getting and retaining customers is all about providing a great customer experience from first interaction throughout the buyer's journey. Today, consumers wield all the power, and with just a quick skip, swipe, or scroll, they determine whether a brand stays relevant or not.

As marketers explore strategies to drive the right kind of engagement online, one critical discussion that always comes up is whether they should opt for multichannel or omnichannel marketing. But, there's one thing everyone can agree on: consumers expect a quick and seamless experience across all digital marketing touchpoints.

That said, let’s discuss multichannel vs. omnichannel marketing to determine which of the two can provide a better customer experience. After all, great customer experience yields a competitive advantage.

## Omnichannel vs. Multichannel – What is the Difference?

«Multi» suggests «many» while «omni» suggests «all». However, the fundamental difference between multichannel and omnichannel marketing has little to do with whether you’re engaging customers in several [**touchpoints**](marketing-attribution-models) or all touchpoints as they move down the sales funnel. Rather, it has to do with integration.

In multichannel marketing, the goal is to guide a consumer towards a particular goal. It focuses on getting them from one stage of the [**buyer's journey**](stroim-customer-journey-map) to another by sending a standard message through individual channels. Let's say you're issuing a promo discount code for new users; multichannel marketing involves you advertising the same promo code on several channels like your blog, social media pages, and email newsletter.

Multichannel marketing segments direct and indirect customer interactions. Direct communications are where the company proactively reaches out to the customer through direct mail or message. Indirect interactions include content pushed through blogs, websites, or social media.

Even though the marketing channels belong to the same entity, they’re inherently isolated from one another. Each channel works in a silo, with its own strategy and goals. As a result, brands that rely on multichannel marketing tend to run into miscommunication and style inconsistencies between channels.

For customers, multichannel marketing can create a confusing, impersonal experience that leaves them feeling frustrated.

Now, unlike multichannel marketing, omnichannel marketing has the customer at the center. It involves the seamless integration of branding and messaging across all touchpoints to create a more impactful customer experience. An omnichannel communication platform allows customers to determine how they’ll interact with your brand by offering:

- A consistent, identifiable brand voice
- [**Personalized messaging**](/features/personalization)
- Content that is informed by past interactions with the brand

In other words, marketers take a step back and let users define the journey for themselves – but the trip is tailored to their likes and preferences. For example, a user might get an email announcing a new product that goes perfectly with another they'd previously bought. Instead of relaying the same message through other channels, your strategy might involve offering them a [**promo code**](/features/loyalty-programs) for that exact product on Twitter and having them see a video of someone using the product on Facebook.

In both cases, the goal is to get customers to take a desired action (using a promo code). The difference is in the journey options you provide.

<Table>
| **Multichannel marketing** | **Omnichannel marketing** |
| ------ | ------ |
| Reach a user through a maximum number of channels | Gives users a seamless experience across every channel | 
| Brand is on every channel, but each channel may have different messaging | No matter which channel is used, the message is consistent |
| Doesn’t use the advantages of using multiple channels in tandem | Must be used with analytics to individualize experience to each user’s needs |
| Fragmented, inconsistent experience | Seamless, consistent experience |
</Table>

## So, Which Is The Better Option?

Brands that choose multichannel marketing do so for one reason; it's pretty straightforward. All you need is one main message and a call to action. However, this can be alienating to customers as it doesn't take their needs, preferences, or stage in the sales funnel into consideration.

An omnichannel customer experience could be the brand differentiator you need. An [**omnichannel marketing platform**](/features/omni-channel-marketing) nurtures leads and user engagement by offering audiences a diverse set of messages, incentives, or buying options, bringing the following benefits:

- **A better user experience** – Omnichannel communication focuses on the individual customer experience instead of the channel. It allows for a cohesive customer experience no matter how or where a customer reaches out.
- **Increased revenue** – Focusing on omnichannel customer engagement ensures a seamless experience for shoppers, making them more likely to buy from you.
- **Creates a consistent brand image** – Integration means you can create a cohesive brand strategy and identity across all channels, which leads to increased loyalty as customers will trust your brand more.
- **Better attribution data** – With omnichannel marketing automation, you'll be able to identify which channels work best for your brand and when customers are more likely to engage with you on their journey. Such data can be used to improve brand strategy and build more targeted campaigns.

<Img
img="/uploads/omnichannel_marketing_facts_6f9ee5c0d6.jpg"
alt="Omnichannel marketing facts"
/>

## Support Customer Engagement Across Every Channel That Matters

Customer experience is an asset to your brand – make it work for you. As mentioned, many brands opt for multichannel marketing because it's easier to execute. But, if you're looking to captivate and engage your customers on all channels, you have to leverage insights and create messages tailored to their interests and where they are on their journey.

The [**Altcraft**](/en) omnichannel marketing automation platform allows you to do this and more. You can create more targeted, effective campaigns and put your customers' needs front and center. Use data insights to drive campaigns and aid in journey planning, all while executing effective omnichannel communications from one place.

Altcraft also provides game-changing marketing automation workflows enabling you to take a more targeted approach towards marketing. You can implement various marketing processes like working with customer loyalty, cart abandonment reminders, and welcome emails. This way, you can easily create consistent yet personalized marketing messages across all channels.

Let’s discuss multichannel vs. omnichannel marketing to determine which of the two can provide a better customer experience.

large_Omnichannel vs Multichannel.jpg

medium_Omnichannel vs Multichannel.jpg

small_Omnichannel vs Multichannel.jpg

thumbnail_Omnichannel vs Multichannel.jpg

Omnichannel vs Multichannel.jpg

As marketers explore strategies to drive the right kind of engagement online, one critical discussion that always comes up is whether they should opt for multichannel or omnichannel marketing.

‎Omnichannel vs Multichannel: Which Is The Better Option?

Omnichannel vs Multichannel: Which One Should You Choose?

<Img
img="/uploads/Warning_Signs_of_Customer_Drop_Off_from_Your_Digital_Service_627573a970.jpg"
alt="Warning Signs of Customer Drop Off from Your Digital Service"
/> 

A substantial chunk of our sales and marketing strategies focuses on increasing the quality website traffic of your business website and getting a consistent batch of new customers. Sounds fair, right? After all, you need to keep expanding your customer base to increase your revenue and earn profits.

Well, before we proceed, let’s have a quick look at three [**statistics**](https://smallbiztrends.com/2016/10/customer-retention-statistics.html):

- 65 percent of the revenue of a business comes from its existing customer base.
- 80 percent of your future revenue will come from just 20 percent of your current customers.
- The cherry on the cake — it costs five to eight times more to acquire a customer than it does to keep the existing ones.

Do you recognize what these data reflect?

While developing strategies and attracting new customers is vital for the health of your business, it’s equally important to hold onto the ones that you’ve already got. Not only are they easier and affordable to keep, but they generate more revenue for your business too.

However, a large percentage of businesses do not make customer retention a priority, not at least from the beginning. It is why it goes on to become a serious boardroom concern. The challenge enhances when you address the fact that customers are now less forgiving — one-third of consumers switch companies after just one poor customer service experience. It sounds scary, doesn’t it?

However, customers do not drop off instantly in most cases. They, unintentionally, give subtle signs that voice their concern or dissatisfaction. If you look close enough, you can manage to recognize those warning signs in their buying behavior. You can then go into your crisis mode and take immediate corrective measures to win your customers back.
 
In this blog, we are listing the top five early warning signs that can tell you you’re about to lose your customer so that you can increase your customer retention rate. Here we go.

## Top 5 Churn Indicators

### 1. Decline in Engagement

Customer satisfaction directly impacts customer engagement. However, do not mistake [**customer engagement**](https://growave.io/blog/customer-engagement/) for activity. While you should be on the lookout for decreased platform activity or action for regular purchasers, the way of engagement varies for customers at different stages.

If your regular customers have turned into [**loyal customers**](customer-trust), their reduced engagement may reflect in their unwillingness to try out new products or features. If you’re lucky enough to have [**evangelist customers**](https://www.marketing-schools.org/types-of-marketing/evangelism-marketing/), they may show their dissatisfaction by reducing voluntary promotion or referral activities for your brand.

### 2. Change in Usage Patterns

A decline in platform or app usage indicates that customers are not getting what they need, and they are likely to drop off. Tracking KPIs, such as site abandonment rate, lapsed payments, and activity time, can help you recognize churn right before time.

For example, in your cloud storage SaaS model, if your customer begins using 500 gigabytes from a sudden drop of one terabyte of storage, you need to worry.

### 3. Increase in Complaints

You should be thankful for the customers who complain. For every one person who raises help tickets, there are at least two that do not. They just quietly leave without showing signs of churn. Therefore, take every complaint seriously. If there is a sudden increase in customer complaints, you should be on high alert.

Moreover, not everyone voices their concern directly. Customers may be talking negatively about you on social media or giving you lower ratings. Activate [**social listening**](https://sproutsocial.com/social-listening/) to always be in the loop on the web.

### 4. Disinterest in Incentives

Who doesn’t like availing of the benefits of a sale, discount, or special offers? We’ve got one group - customers who are planning to unsubscribe.

If you see lower [**conversion rates**](conversion-funnel-stages-and-optimization) than usual on your promotional offers and incentives, customers might be losing faith in your brand. And they don’t even want to indulge in profitable sales. Negative experiences induce such extreme actions, which discourage them from purchasing, even at a reduced price.

### 5. Unresponsiveness to Emails

When shoppers feel less connected and less loyal to your brand, their social interactions drop. Your email marketing metrics can reflect the signs of [**customer churn**](https://www.gravysolutions.io/post/2021-ultimate-customer-churn-rate-prediction-and-involuntary-churn-guide). You’re not going to get 100% open rates. However, if customers who have a history of opening your email most of the time are not doing so anymore, it is a sign of reduced customer engagement.

You need to adopt marketing practices that give people reasons to not unsubscribe. You can change your email marketing strategy and include content that may resonate more with your audience.

When you are armed with the ideal knowledge, you can quickly recognize the at-risk customers through these warning signs. It can protect your business from losing vital customer accounts. As a bonus, here is a quick tip on being proactive about reducing customer churn.

### Utilizing Customer Loyalty Programs Before Churn Rates Rise

Customer loyalty programs keep your company top of mind, your customers engaged and regularly informed on deals catered to their interest. [**Customer loyalty programs**](/features/loyalty-programs) should always be an even exchange of quality for data. A customer should be providing you with their email in exchange for:

- Personalized promotion codes
- Engagements on social media channels
- Emails that only pertain to specific engagements.

If you want to learn more about how to retain customers with loyalty programs, read this [**article**](customer-loyalty-program).

## Conclusion

To scale up to the next business goal, you cannot afford to lose customers. To prevent customer churn, be proactive and work through the aforementioned methods to turn customer wins into loyalty. Keep reducing churn rate and increasing customer retention at the top of your priority list. It will make your business more profitable for the years to come!

In this blog, we are listing the top five early warning signs that can tell you you’re about to lose your customer so that you can increase your customer retention rate.

large_Warning Signs of Customer Drop Off from Your Digital Service.jpg

medium_Warning Signs of Customer Drop Off from Your Digital Service.jpg

small_Warning Signs of Customer Drop Off from Your Digital Service.jpg

thumbnail_Warning Signs of Customer Drop Off from Your Digital Service.jpg

Warning Signs of Customer Drop Off from Your Digital Service.jpg

Customers do not drop off instantly in most cases. They, unintentionally, give subtle signs that voice their concern or dissatisfaction. 

5 Warning Signs Your Digital Service May Lose Customers

Warning Signs of Customer Drop Off from Your Digital Service

<Img
img="/uploads/Marketing_Automation_for_Insurance_Companies_d5f6116a5f.jpg"
alt="Marketing Automation for Insurance Companies"
/> 

The Internet has provided marketers with special tools for customer acquisition and customer retention. Marketing automation platforms are becoming one of the most powerful tools for the above-mentioned activities. The emergence of [**CDP**](/features/cdp) has brought about global changes that make it possible to work with clients on a whole new level. It goes without saying that these changes have influenced such a large field as the insurance business.

In this piece we are getting into the reasons why insurance companies need marketing automation and share five effective strategies of automation in this business field.
 
## Why does the insurance sector need marketing automation?

As we have already mentioned in the article about [**marketing automation**](what-is-marketing-automation-and-how-it-affects-business-development), this industry will increase to $8.42 billion by 2027. It means that automation will become an essential component of brand promotion in the market, without which companies will be uncompetitive.

The insurance business is developing rapidly nowadays, and companies feel the need to improve their strategies of insurance marketing. That is why they tend to introduce automation. For example, launching personalized campaigns makes it easier for a client to go from clicking on a promotion banner to purchasing an insurance policy. A unified marketing automation platform provides companies with the following advantages:

- work processes optimization;
-  customer acquisition;
- customer retention;
- client data enrichment;
- cross-sell automation;
- all data sources integration in a unified platform (makes it possible to promptly segment the client base into targeted audiences);
- complete analytics for evaluating results and optimizing strategies.

When key work processes are automated, specialists make fewer errors and have more time to solve more global problems. Thus, the primary task for a marketer is to develop strategies that will promote insurance services for target audiences.

## Five strategies of marketing automation for insurance companies

So, we present to you five strategies of marketing automation for the insurance sector.
 
### 1. Prolongation of OSAGO (CMTPL insurance)

OSAGO is an abbreviation that can be translated as “compulsory motor vehicle third-party liability insurance”. It guarantees that in case of a road traffic accident a culprit’s insurance company will pay compensation for damage to victims. The insurance is issued for a term of one year, and it comes into force three days after it is issued. Thus, it is suggested that policyholders should apply for renewal in advance to avoid interruptions in insurance.

“What does it have to do with marketing automation?” you may ask. And the answer will be the following – OSAGO and marketing automation are most directly related. By automating the process of insurance prolongation you get rid of the necessity to make notification calls. You just need to set up a prolongation script once, and your clients will be notified on time. All they have to do is click the right link and send their application to the insurer.

Our Altcraft Platform makes it possible for you to implement marketing automation workflows of any complexity. It will greatly facilitate your work with clients because you will not have to send newsletters to them – the platform will do this work for you. You should interact with your clients, tell them about discounts and promotions, give them [**promo codes**](/features/loyalty-programs) and special offers. Just be beneficial to your clients so that they can be beneficial to your company.

<Img
img="/uploads/jpg_osago_ae10f15d07.jpg"
alt="Prolongation of OSAGO"
src="«OSAGO prolongation» strategy "
/> 

### 2. Cross-selling of CASCO Insurance

While OSAGO is compulsory insurance for the owners of motor vehicles, CASCO policy provides voluntary motor vehicle insurance. In this case, marketers in insurance companies have to develop different [**strategies**](/features/personalization) for cross-selling of CASCO.

Different companies prescribe their own rates for this policy, which depend on certain factors, such as driver’s experience and age, age of a motor vehicle, insurance period, etc. So, promoting CASCO, marketers apply some sales gimmicks, for example, they offer installment plans to their regular customers.

<Img
img="/uploads/Cross_selling_of_CASCO_Insurance_9ad94f4b35.jpg"
alt="Cross-selling of CASCO Insurance"
src="«Cross-selling of CASCO Insurance» strategy"
/>

### 3. A «Calculator-on-hold» scenario

Nowadays, clients do not need to call their insurance company to find out the price of the policy, for there are special calculators on the website of the company.

Imagine that a person by the name of Ivan Petrov, for instance, calculated the price of CASCO, which turned out to be acceptable, but a sudden call from work forced him to leave home on urgent business. To make sure Ivan does not forget about it later, your company needs to set up a “Calculator-on-hold” script so that you can remind your client of yourself.

<Img
img="/uploads/A_Calculator_on_hold_scenario_3819452138.jpg"
alt="A «Calculator-on-hold» scenario"
src="A «Calculator-on-hold» scenario"
/> 

### 4. Promotional codes and bonus points

Nowadays, people are interested in different types of insurance. Some people take out building insurance so that they can protect themselves from undesirable expenses in case of an unforeseen situation in their apartment or house. Tourists buy a travel insurance policy, and more and more people are choosing to take out health insurance.

You should motivate your clients not to delay taking out an insurance policy: offer them promo codes and bonus points that they can use to pay for a certain percentage of a policy price. If additional bonuses do not encourage your client to buy a new service, you should apply retargeting. The process of retargeting is easy to set up on our marketing automation platform – [**Altcraft Platform**](/en). Just take the data from necessary segments on the Platform and then add them to Yandex.Audience and Facebook Audience. In their turn, these services will launch targeted advertising according to the collected data. Thus, you will always stay in touch with your clients, and they will remember you at the right moment.

<Img
img="/uploads/Promotional_codes_and_bonus_points_07bef8d8d0.jpg"
alt="Promotional codes and bonus points"
src="«Promotional codes and bonus points» scenario"
/> 

### 5. Prolongation of VHI and cross-selling

VHI is voluntary health insurance that is actively used by the residents of big cities. It is issued for a term of one year, and people consider many factors when it is time to decide whether it is worth being renewed. You should help your clients to make a choice in favour of their health: give them promo codes, send them customer satisfaction surveys and take all [**responses**](how-to-use-customer-feedback-to-increase-sales) into account, remind them in advance that their policy is about to expire.

If your company uses Altcraft Platform, you will not have to resort to any outside services to create a questionnaire or a survey. For these purposes, we have developed our own internal tool – Forms. The Forms builder is intuitive, so you do not need any professional knowledge to create a questionnaire, a test or a survey. Moreover, you can customize the logic of the [**Form**](/features/forms-and-surveys) in the editor. It means that respondents will go to different pages depending on which answer they choose.

<Img
img="/uploads/Prolongation_of_VHI_and_cross_selling_256b22578d.jpg"
alt="Prolongation of VHI and cross-selling"
src="«Prolongation of VHI and cross-selling» scenario"
/> 

## Conclusion

On the one hand, marketing is moving onwards and upwards in the field of insurance. On the other hand, it is difficult for marketers in this sphere to stand out from competitors and develop an individual approach to clients at the same time. So, in this case, it is important to choose a solution that will make it possible for you to promptly and flexibly automate the strategy and communicate with customers without limitation.

Russian insurance market leaders [**AlfaStrakhovanie**](case-how-altcraft-platform-helped-top-insurance-company-increase-sales) and Soglasie are already successfully using our marketing automation platform to implement their marketing ideas.


In this piece we are getting into the reasons why insurance companies need marketing automation and share five effective strategies of automation in this business field.

medium_Marketing Automation for Insurance Companies.jpg

small_Marketing Automation for Insurance Companies.jpg

thumbnail_Marketing Automation for Insurance Companies.jpg

Marketing Automation for Insurance Companies.jpg

Marketing Automation for Insurance Companies | 5 Strategies

Marketing Automation for Insurance Companies

<Img
img="/uploads/customer_profile_bd139d94c0.jpg"
alt="How to create a customer profile"
/> 

Whether selling through traditional avenues or eCommerce platforms, marketers must first understand which individuals are most likely to purchase their products and services. Creating an accurate customer profile of who, why, where, and how is the critical starting point for an enterprise to promote its brand.

Social media marketing, for example, offers a fabulous opportunity to develop a targeted presence economically. However, a company must understand where their most likely clients spend their time, how they communicate, their likes and dislikes, and problems they hope to solve.

## What is a Customer Profile?

A customer profile describes your prospective and current customers’ buying behaviors, demographics, interests, everyday activities, and pain points that influence their purchasing decisions. By creating and adjusting their consumer profiles, marketers can adapt their strategies and campaigns to focus on similar customers.

Building from your existing data, you should begin to create a clear image of the attributes and behaviors of prospective customers that will guide your future marketing strategies.

### How Does a Customer Profile Differ from a Buyer Persona?

A Buyer Persona is a generally fictionalized version of the group of buyers that you might hope to target, often developed before your products have reached the market.

On the other hand, a customer profile is a [**data-driven**](data-driven-marketing) analysis of past successful conversions, identifying the common psychographic characteristics that drove their decisions to buy. These are the customer profiling characteristics that influence how and where your product advertising and brand-building should focus.

## Advantages of an Effective Customer Profile

Your customer profile should be specific. Boiling down your profile to a demographic that targets billions of people leaves you with virtually no direction. More detailed criteria that focus on the primary target allows you to:

- Identify prospects that are most likely to convert

- Reduce marketing and acquisition costs per conversion

- Focus better on individual buyers for bot sales and continuing support

- Generate more fact-based rather than speculative decisions

- Define eCommerce and [**social media strategies**](self-marketing-how-to-promote-yourself-on-social-media) that take your message where your most likely customers are hanging out.

## Building Your Customer Profile

Accumulating sufficient data from existing customers to fine-tune a compelling customer profile is the main challenge. Here are some steps to help create a profile that works:

1. Review specific details with your Sales Team to find some common characteristics they may have noted in successful sales situations. How did those customers arrive at the point of buying your products?

2. Survey past clients. Specify common characteristics from sales data, customer reviews, and [**feedback**](how-to-use-customer-feedback-to-increase-sales). Determine distinct age groups, gender, and means of contact. Were they buying from a desktop or mobile device, for example?

3. Identify which online forums are most important for your customer base.

4. Who are your customers’ prominent [**influencers**](what-is-influencer-marketing-how-to-build-strategy)?

5. Where was the purchase originated? Hopefully, you can identify by city, state, country, and continent to identify trends.

6. Investigate your industry and competitors, seeking details about the specific places and methods where their marketing efforts are concentrated.

## What’s Next with Customer Data Profiling

With more resources than ever to develop a brand and create a lasting presence, effective enterprises know that customer data profiling is an essential tool for success. While businesses would simply purchase “broadside” advertising through TV, radio, newspapers, and magazines in the past, marketers today can create very specific content in online locations frequented by individuals who are most likely to purchase your products or services.

Companies that are not fully aware of the characteristics and habits of their most likely customers are destined to flounder as the competition moves ahead. Take the time to unearth the data and [**tools**](/en) that will help to define your customers, and create your strategy to meet the demand precisely where it exists.


By creating and adjusting customer profiles, marketers can adapt their strategies and campaigns to focus on similar customers.

large_customer profile.jpg

medium_customer profile.jpg

small_customer profile.jpg

thumbnail_customer profile.jpg

customer profile.jpg

Accumulating sufficient data from existing customers to fine-tune a compelling customer profile is the main challenge. Here are some steps to help create a profile that works.

What Is an Accurate Customer Profile and How to Create It

Understanding Your Target Customer: Creating a Customer Profile

<Img
img="/uploads/benefits_of_chatbots_for_businesses_776h517_2dddff90e2.jpg"
alt="Rule-based chatbot"
/>

The digital age has led to high customer expectations. From eCommerce, healthcare, marketing, or finance, instant communication is essential in every business. Today, chatbots provide businesses in different industries with the capability to keep customers engaged and satisfied.

## What Is a Chatbot?

You've likely encountered this already. Have you gone to a website, and a little chat window pops up with a generic profile picture and name to go along with it? That's a chatbot, usually. Sometimes it's a real person, but that's extremely rare owing to logistics. Generally, you're encountering a chatbot.

<Note>
A chatbot is a software application that uses Artificial Intelligence (AI) and Natural Language Processing (NLP) to process and understand human intentions and provide guidance to desired outcomes. It works as a virtual assistant to enhance your customer experience.
</Note>

Basically, chatbots for marketing often leverage existing data to understand submitted queries. They also analyze appropriate answers based on their training period. And with machine learning technology, they learn context and improve their efficiency.

## How Do Chatbots Work?

Chatbots use advanced machine learning and NLP algorithms to learn from existing data. Typically, NLP is the ability for computers to process and understand human speech and respond in human language. It's designed to make the interactions mimic communication between two people.

### Types of Chatbots

- **Rule-based Chatbots**

Rule-based chatbots require human input to choose predefined options. And since the selections are limited, these chatbots tend to be the slowest in terms of customer service.

<Img
img="/uploads/rule_based_chatbots_7936fbde73.gif"
alt="Rule-based chatbot"
/>

- **Intellectually Independent Chatbots**

Intellectually independent chatbots rely on machine learning to understand users' inputs and queries. These bots are highly trainable, and you can train them to process certain phrases and keywords that require responses. Independently, the bots will also learn complex queries and generate appropriate responses.

<Img
img="/uploads/Bo_A_Erica_AI_17c0aecd89.jpg"
alt="AI chatbot"
/>

Let's take a closer look at the difference between rule-based chatbots and AI chatbots.

<Table>
| **Rule-based chatbots** | **AI chatbots** |
| ------ | ------ |
| Powered by keywords | Programmed with NLP and Machine Learning |
| Can’t capture typos | Employ NLP to understand customer inputs |
| Navigation-focused and incapable of learning from interactions | Use machine learning to get “smarter” over time |
| The interactions feel robotic rather than conversational | Engage naturally in human-like personalized conversations |
| Need to update rules in order to optimize the bot performance | It will continuously improve without much further assistance |
| The implementation process is faster and less complicated | The implementation process is more complicated and longer |
| Difficult to scale but works well if you have a very small scope | Highly scalable due to a broader range of decision-making skills |
</Table>

Utilizing rules-based chatbots and AI chatbots can facilitate a variety of outcomes which provide clear paths to sales avenues for customers. When considering what chatbots are used for, look into infrastructural needs. Artificial intelligence chatbots may be a little bit too ambitious for your operation. Sometimes you just need something that generates preset alternatives for clientele. At other times, you need AI capable of having a conversation. It all depends on the needs of your business overall. 

## Benefits of Chatbots for Businesses

**1. They Give Your Business a Friendly Face**

Chatbots can help your business create a friendly and relatable face for better customer interactions. For your audience, the chatbot becomes the first [**touchpoint**](marketing-attribution-models) and can be more personal than communication through the phone or mail.

Chatbot personality can have a significant influence on user experience, and it plays an important role in customer perceptions. To develop the appropriate chatbot personality for your company, you have to consider factors like brand identity and audience preferences.

To get started, consider the phrases and words that you use when marketing to your audience. The chatbot persona should mirror this language. And while you can’t appeal to everyone, making a persona that’s consistent with your brand voice can address audience preferences.

**2. Constant Availability**

Unlike traditional customer service, chatbots for websites are always available 24/7. It provides support to your customers on weekends and at late hours. Interestingly, AI chatbots are not overwhelmed by a multitude of requests. By design, it can process multiple requests at the same time and maintain accuracy.

Whenever there's a query that a chatbot can't handle, a customer can always forward the question to a human respondent.

Outside the normal business hours, customers can leave a message for customer service to attend to the next business day. But within business hours, the complicated queries can be handled by human employees.

**3. Instant Response to a Customer**

By providing real-time interaction, you can ensure instant service to your customers. The studies confirm that businesses can react three times faster than when using human customer service. That's one of the reasons why chatbots help businesses increase customer satisfaction by [**24%**](https://www.intercom.com/blog/the-state-of-chatbots/).

**4. Gathering Customer Data And Provide Accurate Marketing Insights**

Customer service chatbots can qualify relevant business leads by collecting relevant data that can be used by your sales teams for sales conversions. Ideally, chatbots can direct customers towards desired products based on their queries.

And since we're in the customer age, your customers expect personalized responses to their queries. Chatbots are designed to tap into customer history and generate the most appropriate responses to questions. Most importantly, the data helps your marketing team to send [**personalized messages**](/features/personalization) and offers.

**5. Chatbots Can Increase Your Sales**

If your business can offer the appropriate information and offers to potential customers, your [**conversion**](conversion-funnel-stages-and-optimization) rates can increase significantly. Chatbots for business can provide answers to website visitors throughout the customer journey. Most importantly, it will advise and guide customers when selecting products. According to a recent survey, businesses that use chatbots increased their sales by [**67%**](https://www.intercom.com/blog/the-state-of-chatbots/). 

## Social Media Chatbots

Generally, a website chatbot is a great tool for improving customer service and increasing sales. But you need not only rely on website options. In recent years, chatbots in messengers and social networks have been increasingly implemented by companies from a wide variety of industries. The relevance of the solution is confirmed by the fact that a very large and active audience is concentrated on [**social media**](self-marketing-how-to-promote-yourself-on-social-media). And that audience is your potential consumers.

Let's consider social media like [**Telegram**](updates-telegram-bot-facebook-ads-manager), as an example. Text and image files can be sent through this platform, and "bots", as they've come to be known, are popping up all over the place. You might send bulk messages to Telegram subscribers using chatbots. Varying buttons can be put in images, text can be added, you can have images in your messages, and basically design them just as you like. When the time comes, you can schedule it to be sent as fits your needs; this can be narrowed down to the specific time on the specific day when you need that message sent. After sending, stats can be explored to determine effectiveness. It's a great way to determine how effective your outreach is.

## Final Words

Artificial intelligence has ushered in limitless capabilities for businesses. And chatbots have proved to be an incredible invention for any business. Chatbots offer continuous customer support and recommendations to help you faster. While chatbot technology is useful for automation, it's prudent to balance chatbot automation with the human touch.

A chatbot is a software application that uses AI and NLP to process and understand human intentions and provide guidance to desired outcomes.

large_benefits of chatbots for businesses 776х517.jpg

medium_benefits of chatbots for businesses 776х517.jpg

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Unlike traditional customer service, chatbots for websites are always available 24/7. It provides support to your customers on weekends and at late hours. 

AI and Rule-Based Chatbots | How to Use It for Your Business

The Benefits of Chatbots for Businesses

<Img
img="/uploads/Mobile_Marketing_101_Push_Notifications_98b970d15c.jpg"
alt="Mobile Marketing 101: Push Notifications"
/>

Today, a significant majority of the global population access the internet through mobile devices rather than laptops or desktops. In the past, mobile marketing has been described as "the latest marketing trend" or "future of marketing." The truth is mobile has become an undetachable part of life, and for this reason alone, mobile has come to rule the world of marketing.

In this mobile-dominant landscape, where millions of apps compete in app stores, customer retention is now the biggest challenge for brands. Enter mobile push notifications – a new-age marketing tool with the ability to revolutionize the way you engage with and retain customers, whether potential, existing, or lapsed.

Let’s demystify mobile push notifications by explaining how they can play an instrumental role in shaping the fate of your business.

## What Are Mobile Push Notifications?

Every time you get breaking news updates, extreme weather notifications, or updates about your Amazon delivery on your smartphone – that’s a push alert conveyed directly to your device based on your personal preferences.

What is a push alert? Push alerts are actionable, attention-grabbing messages sent to your device through an app. They can potentially include a customized notification tone, brief personalized messages, and the ability to complete certain actions without opening the app.

<Note>
It’s important to understand the difference between [**web push**](in-depth-guide-on-web-push-notifications) and mobile push notifications. Web push notifications are the messages sent to users through desktop or mobile web. These alert-style messages typically slide onto the top or bottom right-hand corner of a desktop screen. On a mobile device, web push notifications are received on the notification screen. On the other hand, mobile push notifications are the messages that pop up on mobile devices from installed applications.
</Note>

A basic mobile push notification typically consists of some text and a deep link embedded within a call-to-action. Over time, mobile push has evolved to include enhanced visual and functional options. Today, with [**rich push notifications**](updates-telegram-bot-facebook-ads-manager), you can attach media such as music, static images, animated gifs, or short videos (on iOS) for a more engaging experience.

<Img
img="/uploads/rich_push_cc7d29f13c.png"
alt="Rich push"
src="Rich push preview in the Altcraft editor"
/>

App push notifications have become exceptionally important for re-engagement campaigns, especially when paired with deep linking technology, which seamlessly routes users to the desired conversion action within the app.

In a deeply competitive mobile landscape, mobile push is a dynamic marketing tactic that introduces an easier, better way to communicate with customers directly. Push messages are a way to connect with your audience and promote long-term, high-value engagement.

In essence, mobile app push notifications are used to engage, re-engage, and retain customers.

<Img
img="/uploads/Average_App_User_Retention_For_Push_Enabled_Users_Vs_Push_Disabled_Users_9d3c4e3564.jpg"
alt="Average App User Retention For Push Enabled Users Vs Push Disabled Users"
/>

## How Do Push Notifications Work?

Characteristically, push notifications are contextual, timely, personalized messages featuring a quick-to-the-point alert or call to action. They can pop up at any time; users don’t have to be using the app or their devices to receive them. More importantly, they look like your everyday SMS text messages on the notification panel.

<Img
img="/uploads/push_notification_on_ios2_a75cbfbcb8.png"
alt="Push notification on iOS"
/>

Now, the push notification journey begins at user install. When a person downloads an app, they typically receive a prompt to either block or allow notifications – it’s a preference they can change whenever they want to in their app or phone settings.

So push notifications can only be sent to users who’ve installed your app and enabled notifications. Each mobile platform has a service that supports push messages. For instance, Altcraft relies on push notification providers to deliver notifications:

1. Apple Push Notification (APN) service for iOS platforms

2. On Android:

- FCM (Firebase Cloud Messaging) for Google-enabled devices, and
- HMS (Huawei Messaging Service) for Huawei devices

The great thing about app push notifications is that they can be targeted to specific demographics of your user base.

## Benefits of Mobile Push

Push notifications can significantly enhance your customer experience allowing you to grow and retain your customer base.

As a communication channel, push notifications facilitate a timely flow of information, allowing businesses to easily interact with their audience. And they’re considerably less intrusive than other forms of user engagement.

Let’s look at some of the reasons why you should add mobile push notifications to your marketing mix.

- **You can send messages even when users aren’t actively using your app.** All that’s required is an internet connection.

- **Easy opt-in experience.** Usually, users must subscribe or opt-in to the service to receive these messages. All they have to do is simply select "Allow" when prompted.

- **Increased engagement since messages are sent in real-time.** And this is how push notifications increase app engagement numbers and the number of visitors returning to a website.

- **Higher conversion rates.** The messages are personalized, offering users a great non-invasive experience that boosts conversion rates.

- **Reduce efforts in the customer journey.** With deep links and a powerful CTA, you can direct users to certain actions within the app – another way to boost conversion.

Nothing is perfect – not even mobile push notifications. Some of the disadvantages of this marketing channel include:

- Users must opt-in, and almost one-third of them choose to opt-out or disable notifications which can impact marketing reach.

- Are easily confused with ads which can make them feel invasive.

- They have a character limit. Basically, they're one-liners making it difficult to communicate effectively.

Even with their shortcomings, mobile push notifications are still a vital element of any mobile marketing strategy.

## Mobile Push Notifications Strategy

How do you increase app engagement? First, let’s start with the mistakes that tend to derail push notification campaigns.

- **Too many notifications** – You don’t want your messages to come across as spam. The fewer the notifications, the more likely you are to engage rather than irritate your customers.

<Img
img="/uploads/Estimated_number_of_weekly_push_notifications_that_make_people_stop_using_the_app_b37d256f3f.jpg"
alt="Estimated number of weekly push notifications that make people stop using the app"
/>

- **Ignoring time zones** – It’s not just about tailoring message content. You also have to send the right message at the right time. Poor timing will more likely get your app uninstalled.

- **Poor copy** – Push notifications are designed to be brief, so make sure the information delivered is relevant and intriguing.

- **No expiration** – If the sale is over, get rid of the notification from the system. Otherwise, it could lead to terrible experiences for customers.

Push mobile notifications are one of the best marketing tools you have at your disposal for re-engaging users. Here are some tips to help you design a user-centric push notifications strategy.

### 1. Market to people, not devices

People want personalized and relevant push notifications. Generic messages are nothing but an annoying distraction. To engage your users, you must first understand them. A great example of this is Netflix. Based on user streaming habits, the Netflix app sends push notifications informing users of shows they'd like or when new seasons of their favorite shows become available.

<Img
img="/uploads/netflix_app_push_7f7507c266.png"
alt="Netflix app push"
/>

To do this, start by [**mapping**](customer-journey-map-visualization-tools) user behavior. Did they view a product or read a post? How long was their app session? The Altcraft platform, by way of [**AK-Pixel**](ak-pixel) technology, collects, analyzes, and enriches user data allowing you to deliver push notifications that are personalized to user behavior. This way, you get to increase engagement and build a relationship with your audience.

### 2. Segment your audience

Good marketing is [**personalized**](/features/personalization) marketing. Accurate audience segmentation allows for perfectly tailored messages that suit your user behavior and needs. It's the era of big data – details about user demographics, browsing habits, and interests are readily available for you to customize your messages.

### 3. Get the Opt-In

Returning to the subject of operating system push notification services, it’s important to note that the APN service requires iOS users to grant permission for an app to send them push notifications. Android does not. The majority of iOS apps show a standard opt-in message when the app is first installed.

A better approach would be to create a customized welcome message that briefly explains the value of opting in. It's important to make a great first impression.

## Big Impact, Low Effort

Yes, mobile push notifications are worth all the hype. App push notifications expand your marketing reach, and they take very little time and effort to set up. So, what are you waiting for?

In a deeply competitive mobile landscape, mobile push is a dynamic marketing tactic that introduces an easier, better way to communicate with customers directly.

large_Mobile Marketing 101: Push Notifications.jpg

medium_Mobile Marketing 101: Push Notifications.jpg

small_Mobile Marketing 101: Push Notifications.jpg

thumbnail_Mobile Marketing 101: Push Notifications.jpg

Mobile Marketing 101: Push Notifications.jpg

Enter mobile push notifications – a new-age marketing tool with the ability to revolutionize the way you engage with and retain customers, whether potential, existing, or lapsed.

Mobile Push Notifications | Benefits for Your Business

Mobile Marketing 101: Push Notifications

<Img
img="/uploads/An_In_Depth_Guide_on_Web_Push_Notifications_71f911b97c.jpg"
alt="An In-Depth Guide on Web Push Notifications"
/> 

In the current competitive business environment, most small, medium, and large businesses face challenges in creating engaging channels that provide customers with relevant information for more clicks. This explains why more than 70% of online shoppers don’t return to online stores. If you have been struggling too, take advantage of web push notifications.

## What are Web Push Notifications?

Generally, push notifications, which includes web push and mobile push notifications, are rich-text messages, just like SMS, sent to devices from third-party applications. They are a one-way form of communication sent to alert or inform your prospects and customers. That said, it is worth noting that web push notifications are different from mobile push notifications.
Just to mention, mobile push notifications in the phone come from mobile applications, such as a notification from Gmail about a new letter, while web push notifications are sent by sites through the user's browser, such as a desktop device or on a smartphone, and you do not need to install the application to receive these notifications.

However, while both types of push notifications can be received on a mobile device, only web push notifications can be received on the desktop.

## How web push notifications work

A web push notification refers to a message delivered to a user's device from your website. The message is delivered as soon as they start browsing your site, on desktop or mobile. This content format alerts the user of generous offers and features—and the notification appears immediately when a user opens your website.

To use a web push notification, you need a set up with a web push notification service provider, who will also handle all the technical aspects related to delivery, activation, and content moderation.

Once you activate web push notifications, your website visitors will be prompted to subscribe. All they are needed do is click allow on the "Allow Button." Once they are subscribed, you can schedule notifications for them.

<Gallery>
<GalleryItem
original="/uploads/aliexpress_push_a48f1e683d.png"
thumbnail="/uploads/aliexpress_push_a48f1e683d.png"
description="Request for permission to send notifications on AliExpress"
/>
<GalleryItem
original="/uploads/Screenshot_from_2021_10_07_16_12_20_6be88570cb.png"
thumbnail="/uploads/Screenshot_from_2021_10_07_16_12_20_6be88570cb.png"
description="Request for permission to send notifications on Altcraft website"
/>
</Gallery>

Push notification is triggered by external scripts that are triggered even if the web page is not being used at the moment. The user will be notified as soon as his mobile device or computer connects to the network.

## Pros of Web Push Notifications

Below are the reasons you should use web push notifications:

- They reach web visitors, whether they are on your site or not
- Hooks both web and mobile visitors
- No email addresses required
- They encourage and accelerate conversion actions
- Subscribers are loyal to this information because they agreed to receive it
- Messages are not covered by [**spam filters**](how-to-send-millions-of-emails-and-avoid-spam-filters)
- Easy to manage
- There are no fake contacts to deal with
- Best for companies without mobile apps
- Cons of Web Push Notifications
- Users must agree to opt-in ([**one-third of web users**](https://www.airship.com/resources/infographic/accengage-push-notification-in-app-message-benchmark-for-mobile-apps/) disable push notifications)
- Ignoring or opting out is easier
- Some people prefer ads or [**emails**](how-to-build-an-email-database)

## How to Use Web Push Notifications for Business

Like any other digital marketing strategies, the underlying use cases for web push notifications are majorly determined by business objectives. As such, markets and businesses across multiple industries, especially affiliates, eCommerce, banking, media, and travel, can leverage web push notifications to achieve their business objectives. Below are some ways that businesses can use web push notifications.

### Customer Engagement and Retention

Currently, marketers across all industries have understood the value of existing customers and thus focus on improving user engagement and customer retention. For instance:

**Ecommerce** businesses can send notifications with discounts and offers for high-level engagement. Trivial messages, such as welcome notifications, help build customer trust. They are also best for the cart abandonment response strategy. The same applies to flash sales, where businesses can send push notifications with the seasons' collections and new arrivals to spark customer interest.

**Banking and financial** service providers can encourage their prospects to visit their site by sending notifications about special discounts, [**bonus reward points**](customer-loyalty-program) that customers can redeem, and cashback opportunities.

**Entertainment industry** – usually, entertainment industry-related websites are either blogs, news channels, sports channels, which have their individual websites. You can send the users notifications and updates in the entertainment industry to attract visitors to your entertainment websites. For instance, you can:

- Send visitors news about the latest releases — an album, movie, or a book by a celebrity.
- Update your subscribers about the latest trailer release
- Track your subscriber’s activity and segment their interests to match their favorite celebs
- Send notifications and updates to your sports fans about the most awaited match, send live scores

<Img
img="/uploads/which_industries_use_web_push_notifications_8c9a05e25e.png"
alt="Which industries use web push notifications?"
/> 

### Content Marketing

Currently, more than [**91% of B2B businesses**](https://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018-b2b-research-final.pdf) use content marketing to create awareness, guide buyers through their sales funnel, and aid decision-making. Digital marketers have increasingly turned to web push notifications to communicate to their clients with the main goal of building trust and driving leads. Businesses use push notifications for content marketing in the following ways:

- **Awareness-driven campaigns** – educating your clients about various aspects in your industry, such as how to use a product/service or defining complicated jargon, makes you an industry leader. Push notifications can simplify this.

<Img
img="/uploads/image_2021_10_07_16_04_02_38a87f964d.png"
alt="Web push notification about new blog article "
/>

- **Product/service updates** – you should inform your customers about new products or services and how these products suit their needs. Web push notifications can perfectly facilitate this.

Web push notifications can also be used for behavior-based communication, transactional updates, and product promotion.

## Web Push Notifications Best Practices

Push notifications are probably the best communication tools for various reasons. However, like any other digital marketing strategy, some tips improve its effectiveness. Below are tips for perfecting your web push notifications campaign:

- **Content**

Web push notifications allow businesses to broadcast information according to user behavior and interest. Therefore, you should ensure that these messages are tailored to suit the context. Consider all information available about the subject to [**personalize**](dynamic-content) these messages. Remember that there isn't much space to explain your message in detail. You are just prompting users to take a certain action.

Fortunately, [**rich push**](updates-rich-push-i-formy) functionality can ease this task. As the name suggests, rich push platform allows users to send push notifications with rich media statements. With rich push, you can create web push notifications for different browsers and operating systems. That aside, it allows users to send push notifications of several characters with images, audio, videos, and other interactive element attachments.  

<Img
img="/uploads/updates_rich_push_1918dff001.gif"
alt="Rich push editor"
src="Rich push editor in Altcraft Platform"
/> 

- **Timing**

Accurate timing of push notifications is crucial to maximizing customer engagement. Therefore, depending on text content, you can send notifications as a response to customer actions. Similarly, if you want to target dormant visitors, time the sending perfectly. Timing is especially important for brands with a worldwide audience.

As such, you should do a time zone check before sending out notifications. The time and day of the week matter. For instance, business and finance-related communications are best sent in the morning and at the beginning of the week. Gaming and entertainment perform better during the evenings and weekends. Fortunately, automation can help you plan and schedule these notifications in advance.

- **Distribution**

You should make sure that push notifications are delivered to the right audience. As such, you should have a clear understanding of your audience to run an effective push notifications campaign. Understanding your audience makes it easy to send finely targeted messages that are appropriate for specific scenarios. For instance, notifications sent to retain or lure old customers shouldn’t reach new customers who recently opted in. Newcomers should get a “welcome” message instead.

## Conclusion

Web push notifications are a precise online marketing tool. It provides a high level of precision when targeting specific users and groups. Besides, they are very visible and hard to ignore. Reaching your users on their phone or desktop, whether they are browsing your website or not, isn't an opportunity to overlook.

That said, you should consider using a third-party tool for your web push notifications. For this, consider using [**Altcraft Platform**](/en), an omnichannel marketing automation software. We provide businesses with multiple communication channels, including push notifications.

Web push notifications are contextual, timely, personalized messages featuring a quick-to-the-point alert or call to action. 

medium_An In-Depth Guide on Web Push Notifications.jpg

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thumbnail_An In-Depth Guide on Web Push Notifications.jpg

An In-Depth Guide on Web Push Notifications.jpg

Web push notifications are contextual, timely, personalized messages featuring a quick-to-the-point alert or call to action. Businesses use these messages to drive engagement back to the website.

An In-Depth Guide on Web Push Notifications

<Img
img="/uploads/top_digital_marketing_metrics_6028daab69.jpg"
alt="8 Top Digital Marketing Metrics to Track"
/> 

When we speak of marketing in the digital age, we no longer mean the vague feel-good awareness and light branding that we used to consider effective marketing. The digital age has made it necessary to employ highly scientific methodologies informed by very keen insights gained from the measurement of specific marketing metrics to track and predict business trends and patterns.

Marketing campaign metrics, also known as KPIs (Key Performance Indicators), are vital for monitoring and planning marketing initiatives and seeing how we might optimize them for best results. They form a sound base of knowledge by which marketers B2B business owners can formulate and implement all their business decisions.

Current technology makes it possible to automate many of these marketing functions. Even so, it will be helpful to understand the various types of digital marketing metrics and how they might be relevant to your business, which we’ll be getting into in this piece.

## 1. Return on Marketing Investment (ROI)

This is one of the most important marketing metrics today and refers to the calculation of how much value your marketing efforts generate. You will find your ROI by subtracting your marketing budget (social media, email, digital, print marketing, etc.) from your increased revenue or profit growth. The importance of determining this metric is to help executives decide how much they should spend on ongoing or potential future marketing campaigns.

A campaign with a negative ROI will need to be redesigned or completely shut down, while positive ROI campaigns should be extended or even expanded.

Any campaign with an ROI standing at or over 5:1 is considered particularly strong for most industries. Marketing departments will find this a powerful tool to help them justify their spending and compare what they are doing with competing organizations or brands.

<Img
img="/uploads/ROI_05d6172f15.jpg"
alt="Return on Marketing Investment"
/> 

## 2. Customer Lifetime Value (CLV)

The digital marketing and e-commerce landscape offer tight margins for profit in these hyper-competitive times, which is why companies need to find ways of maximizing their market share and revenue streams.

One of the essential metrics for marketing effectiveness is the Customer Lifestyle Value metric. This seeks to establish how much value in terms of purchases spanning their entire lifetime as a customer they represent to the company.

If, for example, a client makes purchases totaling $5,000 over the whole course of their relationship with you and you’ve spent approximately $1,000 in advertising and service costs, then the client’s CLV will be equivalent to $4,000.

The idea or usefulness of this marketing measurement is that it can give you insight into which clients to focus on when trying to maximize value, encourage growth, and maximize profits. Rather than seek out new clients in hard-to-penetrate markets, it makes more sense to develop your existing customer base.

<Img
img="/uploads/CLV_8d429d7611.jpg"
alt="Customer Lifetime Value"
/> 

## 3. Customer Acquisition Cost (CAC)

Here, an organization tries to estimate what it costs them to get a new customer or client for their goods or services. This KPI marketing metric is determined by calculating the total cost of your advertising, sales, and marketing department expenses and all related expenses divided by the number of new clients brought on board.

It is a valuable measure to determine for a business since a low cost of generating leads and subscribers will mean that it will cost you little to acquire new clients and thus generate more significant revenue and profits.

This metric has come about in recent years with the advent of the internet age, whereby consumer behavior can be tracked more efficiently, which has allowed organizations the tools to help them determine where to invest their money.

<Img
img="/uploads/CAC_e0ae67dea4.jpg"
alt="Customer Acquisition Cost"
/> 

## 4. Click-Through Rate (CTR)

This is one of the most valuable metrics for determining the effectiveness of an advertising campaign in the digital landscape. You will measure the click-through rate by considering the number of people who clicked on a link on your email or website after seeing it on their screen. If, for example, 100 people see your advertisement but only ten people click on it, then your click-through rate will be 10% (Ad Clicks/ Ad Impressions * 100).

When you have a high click-through rate, you can deem your advertisement or marketing strategy a success since a good proportion of the people exposed to your adverts are interested enough to click on it and potentially go on to become customers.

By analyzing this metric, you will determine which adverts need to be changed and which are effectively drawing in leads and potential clients. Even though this is a general rate, it still gives a beneficial picture of your target market’s behavior and ranks high on the list of examples of marketing metrics.

<Img
img="/uploads/CTR_4cc621023e.jpg"
alt="Click-Through Rate"
/> 

## 5. Funnel Conversion Rate

Any helpful marketing metrics list will include the [**Funnel Conversion**](conversion-funnel-stages-and-optimization) Rate. Before a potential lead is converted to a customer, they will go through certain phases. These phases can be pictured in terms of a funnel, and this is because the number of people per stage will start off being much larger than it will be when they finally become your clients.

You can calculate your conversion rate by taking the Total Sales Numbers/ Number of Leads * 100. If you had 100 clicks, inquiries/leads but only 30 people made purchases, in the end, your conversion rate will be 30%. In the e-commerce world, this is a very healthy conversion rate, with most businesses reporting conversion rates of 2-3%.

This might seem like a tremendous waste, but the digital marketing world adjusts to this reality by maximizing the spread of their advertising reach at the least cost possible so that even such conversion rates translate to substantial customer numbers. Even at a 2% conversion rate, for example, a company with 10 million leads in a month will have 200,000 clients, which might be more than enough for them to make healthy profits. 

## 6. Cost per Action (CPA)

This refers to an affiliate marketing model whereby payment is triggered whenever a targeted user performs a particular action. Such actions vary widely in nature and may include purchase, a click, a subscription, signing up for a trial, filling a survey, making a download, and more.

This model is often referred to as Pay-Per Action (PPA) or Performance-Based Advertising since an advertiser will only have to pay once their desired action is completed. Such models call for significant conversion rates to make financial sense in most instances.

This is why most small to medium-sized businesses will utilize Cost-Per-Click (CPC) or Cost-Per Impression (CPM) Models, where low conversion levels will not be too harmful to profitability. This metric directly monitors how much a company invests in driving a particular action they desire. It is usually reported at monthly intervals.

<Img
img="/uploads/CPA_92e9a721c4.jpg"
alt="Cost per Action"
/> 

## 7. Bounce Rate

In the simplest terms employed by Google themselves, website bounce rate refers to the percentage of single-page or single interaction sessions your website experiences. Here, visitors will land on a page but leave without clicking on anything or interacting with it in any way. This is why it is referred to as a ‘bounce.’

[**Email marketing**](pay-more) metrics include bounce rates that refer to the percentage of emails on a marketing campaign list that the intended recipient does not see because their server turned them away.

While email campaigns might be considered high ROI advertising methods due to their low costs, high bounce rates can still render them completely ineffective. Analyzing the bounce rates experienced by your website or email landing pages will give you a good measure of how engaging these pages are, giving you an idea of where you might need to improve.

Fixing high bounce rate issues to achieve optimal performance in marketing takes a good deal of analysis and attention to determine what is putting people off. You will need to consider your presentation, prices, site structure, email copy quality, website design, and so on as you troubleshoot the matter for practical solutions.

## 8. Net Promoter Score

This is a very widely used marketing metric that focuses on [**what customers think about your product**](how-to-use-customer-feedback-to-increase-sales) or service and whether or not they would be willing to recommend it to their family, colleagues, and friends. In most instances, the search for this information will utilize a single-question survey offered to clients.

The survey will ask the customers to choose a number ranging from -100 to 100, whereby negative numbers will indicate a negative attitude towards the company, while positive numbers show a favorable opinion.

A 100 answer will show that the customer has the highest view of the company possible, and vice versa. A Net Promoter Score is now arrived at by taking the average of these individual survey answers to achieve a reliable picture of how customers view the company in general and their willingness to recommend its services and products to others around them. Altcraft Platform has its own tool for creating NPS surveys — [**Forms**](/features/forms-and-surveys).

This marketing measurement is a handy one as it can give companies a warning when their customers are becoming unhappy to implement changes before they lose their clients completely.

## Final Thoughts

There are many key marketing metrics out there that can be used to analyze and monitor business initiatives and marketing performance. With advances in data gathering technologies and statistical methods, they keep growing in number.

To stay ahead of the pack, you must gain a deep understanding of what are marketing metrics and stay abreast of the developments occurring in this field. This is especially true if your work relates to in some way or relies on digital marketing.

By keeping track of your social, consumption, sales, and lead generation marketing metrics, you can keep your finger steadily on the pulse of your organization’s health. Our powerful [**marketing automation tool**](/ru) can help you achieve this simply, efficiently, and effectively. Give it a try today. 




Marketing metrics can help you better understand your business processes. ROI, CTR, CAC, LTV — learn more about how to calculate KPI in marketing.

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Marketing campaign metrics are vital for monitoring and planning marketing initiatives and seeing how we might optimize them for best results.

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