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url="https://www.youtube.com/embed/zCHfWrEPMuA?si=PFxU1iuA61877oaK"
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Marketing and advertising are integral parts of the digital world today. It's hard to imagine websites and social media pages without banners promoting products and services. Online advertising works, which is why investments in this area are growing. In 2023, spending on this type of promotion reached [**$415.5 billion**](https://www.statista.com/statistics/273717/global-internet-advertising-expenditure/), and by 2024, it grew to [**$442 billion**](https://www.statista.com/statistics/273717/global-internet-advertising-expenditure/). By 2026, it's predicted that [**60% of advertising expenses**](https://www.statista.com/statistics/273717/global-internet-advertising-expenditure/) will go to digital advertising.

The variety of platforms and ad formats offers opportunities for brands to expand their audience, increase brand recognition, and boost sales. However, it’s crucial to choose the right platforms that fit your business.

In this article, we'll explore the different types of online advertising and discuss their features.

## What is online advertising

Online advertising involves promoting a product or service on various digital platforms such as websites, video hosting platforms, social media, and messaging apps to boost sales.

Online promotion also increases brand awareness, informs the audience about products, shapes a company's image, and can even create artificial hype.

The placement of ads on the internet began with the advent of websites. The first online ad is considered to be a banner by AT&T, which was placed on October 27, 1994. At that time, ads did not cater to user interests but simply appeared on a platform without targeting a specific audience. A more “intelligent” display method was conceived in 1997 when GoTo introduced the idea of showing ads based on people's search queries.

Today, this is a common practice. Advertising has become more targeted, with personalized offers made possible through the collection of customer data (for example, via a [**CDP platform**](https://altcraft.com/en/)) and tracking their behavior on websites and purchase history.

Despite its advantages, online promotion has its drawbacks. The main concern is the cost of online advertising. There is significant competition, especially in popular niches. A single lead can cost a few cents or several thousand rubles, leading to varying advertising budgets. Large brands spend millions on online promotion.


**Types of advertising by content format:**

- Text ads with a link to the advertiser's website. 

- Banners with design and text. These can be static, animated, or even interactive. 

- Video ads, usually inserted into other videos such as those by bloggers or movie trailers.


## Types of online advertising

### Contextual advertising

Text and graphic ads in the browser that appear in response to search queries and sometimes "follow" the user on search engine resources. Such product or service ads are always marked with a special label and appear at the top of search results, increasing the chances of clicks and purchases.

Contextual advertising is configured based on parameters like keywords and phrases that people search for. It can also take into account previous user actions, such as targeting ads to users who visited certain websites but didn’t convert. Additionally, factors like gender, age, location, and other parameters are considered.

<Img
img="/uploads/example_of_contextual_advertising_84187d12ab.jpg"
alt="Example of contextual advertising"
src="Example of contextual advertising"
/>


**Advantages of contextual advertising**

- **Quick results.** Contextual advertising for products and services works effectively because it targets people who are already planning to buy. It speeds up the customer journey by immediately presenting potential stores and companies that can solve their problem. 

- **Audience expansion.** This type of online advertising reaches a large number of people. Millions of users search for information on social networks.


- **Result control.** Services for setting up contextual ads provide detailed analytics that show the success or failure of the advertising campaign. You know exactly how your budgets are being spent.

**Disadvantages of Contextual Advertising**

- **Cost.** To keep your ad in the top positions, you'll have to pay more. The setup of contextual advertising itself also incurs costs. 

- **Competition.** In certain areas, you need to "fight" for the top spots in the ad block. This requires both financial and technical efforts, as proper ad setup is crucial. 

- **Complexity.** Contextual advertising is not a campaign that can be launched with a single click. It requires expertise or a specialist to manage it, which isn’t always budget-friendly. Moreover, it’s not a set-it-and-forget-it solution; the process needs to be continuously maintained and adjusted.

### Targeted advertising

Ads aimed at a specific audience on social networks and other platforms. This type of advertising is customized based on demographic and geographic criteria, interests, community memberships, and user actions. Additionally, similar audiences can be targeted.

Targeted ads not only drive sales but also increase brand awareness and expand the audience. For example, they can attract new subscribers.

Available formats include text ads and ads with media files. These can be supplemented with call-to-action buttons if needed. The setup is done through the ad managers of social networks or third-party services.

<Img
img="/uploads/targeted_advertising_4b06e8d065.jpg"
alt="Examples of targeted advertising"
src="Examples of targeted advertising"
/>
<Img
img="/uploads/targeting_c54cd7d1c4.jpg"
alt="Examples of targeted advertising"
src="Examples of targeted advertising"
/>

**Advantages of Targeted Advertising**

- **Cost.** You can start advertising with a small budget, especially if you know how to set up the ads yourself. This way, you won't need to pay for a targeting specialist. 

- **High Reach.** Social media platforms have a diverse and vast audience, making targeted ads a great way to reach potential customers. 

- **Personalization.** Proper ad settings ensure that the advertisement directly addresses the needs of the individual, increasing the likelihood of a purchase.


<Note>
To learn how to maximize the effectiveness of personalized marketing, check out our article "[**Personalization: What It Is and Why Personalized Marketing Matters**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters)."
</Note>

**Disadvantages of targeted advertising**
- **Competition.** Many brands want to advertise on social media, so in some niches, you’ll need to invest more budget and differentiate yourself from other offers. 

- **Client Inaccessibility.** While people actively use social media and consume content, they often develop [**banner blindness**](https://altcraft.com/glossary/banner-blindness-its-causes-and-how-to-deal-with-it) towards ads, leading them to simply scroll past your advertisements. 

- **Constant Monitoring.** Targeted ads require ongoing adjustments based on audience reactions. Even if a campaign is successful, the audience can become "burned out," necessitating changes. Managing this process requires expertise or a dedicated specialist.
 
### Banner advertising 

Placement of media and text elements on online platforms. This includes static or animated banners, as well as interactive elements (e.g., quizzes) and videos. The ads are embedded into website content or placed in dedicated blocks, leading users to the advertiser's site.

They are configured in a search engine’s dedicated ad manager. For example, Yandex has its own advertising network (YAN) that covers all the company’s services. Additionally, there are independent advertising platforms that sell ad placements across various sites.

<Img
img="/uploads/banner_advertising_1ca515e6fa.jpg"
alt="Example of banner advertising"
src="Example of banner advertising"
/>

**Advantages of Banner Advertising**

- **Audience reach.** Ad blocks are added to almost all media sites and others that millions of people visit daily. 

- **Simplicity.** Banners are a familiar and user-friendly advertising tool that’s easy to interact with. Users know what to expect, making them more likely to click. 

- **Versatility.** Banner advertising is suitable for almost any business in both B2C and B2B sectors.

**Disadvantages of banner advertising**

- **Ad blockers.** Some users will never see your ads because they use ad-blocking features, preventing the ads from displaying. 

- **Banner blindness.** Due to the large number of ads, people often stop noticing them. To stand out, you need to come up with new, creative solutions. 

- **Cost.** There is also high competition in certain sectors, which can drive up ad placement costs.

### Retargeting

Showing ads to users who have already taken some action on the site, such as viewing a product, adding it to their cart but not completing the purchase, and so on. Typically, banner and text ads "follow" the user on other sites. This type of advertising brings users back to purchase or reignites their interest, increasing the chances of a sale.

<Img
img="/uploads/retargeting_42a6ea8127.jpg"
alt="Example of retargeting"
src="Example of retargeting"
/>

**Advantages of** [**retargeting**](https://altcraft.com/blog/what-is-retargeting)

- **Precision.** This type of advertising doesn’t guess the user’s interests but shows exactly what they’ve already shown interest in. It’s a personalized and more accurate approach. 

- **Increased sales.** Reminding users of forgotten or viewed products is an excellent way to encourage a purchase. 

- **Loyalty.** A "follow-up" ad can be perceived as a form of customer care. The ad reminds the person of what they wanted to buy but didn’t for some reason.

**Disadvantages of retargeting**

- **Intrusiveness.** People don’t always react positively to retargeting. For some, it’s a helpful reminder; for others, it’s just unwanted noise. 

- **Lack of universality.** This type of promotion is only suitable for certain niches (often product-based) and segments with a fast buying cycle. One-time or urgent services are unlikely to be effectively advertised through retargeting. 

- **Ad blockers.** Like other types of ads, there are tools online that prevent them from being shown.

### Advertising with bloggers and other influencers

Placing information about your products and services in influencers' accounts. This can include a promotional ad, a contest, or a more native format, such as a casual mention of the product within the content, a joint project, or a review.

For YouTube bloggers, this often involves inserting your video into theirs. With the halt of ad displays for Russian users in 2022, this format has become especially popular.

<Gallery>
<GalleryItem
original="/uploads/influencers_advertising_5bd55c85ee.jpg"
thumbnail="/uploads/influencers_advertising_5bd55c85ee.jpg"
description="Advertising from influencers on social networks"
/>
<GalleryItem
original="/uploads/advertising_from_influencers_18d98bb50d.jpg"
thumbnail="/uploads/advertising_from_influencers_18d98bb50d.jpg"
description="Advertising from influencers on social networks"
/>
</Gallery>

**Advantages of** [**advertising with influencers**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy)

- **Creative presentation.** Bloggers have learned to approach their advertising in unconventional ways, often not just talking about a product or service, but integrating them into their content and making entertaining videos. 

- **Audience trust.** Followers listen to bloggers' opinions and sometimes imitate their lifestyle. Therefore, the audience trusts the influencer's recommendations. 

- **Brand recognition.** Collaborating with a blogger (especially a well-known one) can significantly increase brand awareness.

**Disadvantages of advertising with bloggers**

- **Low-quality audience.** It's not always clear whether the influencer's followers are the right fit for your advertising. If the blogger gained their audience through contests, these might be people who are not genuinely interested in their content. In such cases, there may be no trust or connection: just a "dead weight" that won’t make purchases. 

- **Unpredictability.** It's impossible to accurately predict the return on investment from influencer advertising. This makes it much less reliable compared to targeted ads and contextual advertising. 

- **Unreasonable cost.** The influencer market has only loose guidelines for pricing. Without clear outcomes, bloggers may charge inflated prices.

### Native advertising

This involves placing information about a product or service within the context of other content. It typically appears in articles in media outlets or blogs where the advertisement seamlessly integrates with the topic. For example, a publication about seaside tourist spots might include a recommendation for swimwear. Or an article on urban planning principles could feature examples of projects by a specific construction company.

Native advertising also appears in video interviews, podcasts, and blogger content. This format is only limited by mandatory labeling requirements in certain countries.

<Img
img="/uploads/examples_of_native_ads_db75406a5c.jpg"
alt="Examples of native ads"
/>

<Img
img="/uploads/native_ads_59f29d6cea.jpg"
alt="Examples of native ads"
src="Examples of native ads"
/>

**Advantages of Native Advertising**

- **Subtlety.** It offers an almost advertisement-free experience, as the user doesn’t receive a pushy sales message. Instead, it’s a gentle recommendation that doesn’t overwhelm the audience. 

- **Discreet format.** Many users don’t recognize native ads, which are often skipped over. This feature increases a brand’s chances of reaching the audience in a soft, unobtrusive way. 

- **Positive reception.** Native advertising is often creative and typically light-hearted, so it doesn’t irritate people and can boost [**audience loyalty**](https://altcraft.com/blog/customer-loyalty).

**Disadvantages of native advertising**

- **Cost of placement.** Creative native ads, especially on media outlets, blogs, or influencer platforms, often come with a high price tag. 

- **Implementation complexity.** To truly advertise your products and services in a native manner, you need to develop an unconventional scenario, and sometimes an entire project (like producing a web series), which requires significant investment. 

- **One-off nature.** It’s unlikely that you’ll be able to reuse the idea from one campaign for another, as native projects are created uniquely.

### Mailings

Sending promotional messages from your brand to users through various communication channels: SMS, Push notifications, email, and messaging apps. Companies use mailings to inform customers about new products, discounts, and promotions, hold contests and interactive activities, and invite clients to events.

First, [**a customer database**](https://altcraft.com/glossary/everything-about-the-customer-database) of email addresses or phone numbers is collected, and then a marketing campaign is launched.

<Img
img="/uploads/advertising_messages_017e1af0f5.jpg"
alt="Advertising messages"
/>

**Advantages of mailings**

- **Personalized approach.** By gathering information about the customer, it’s possible to offer exactly what they need, reducing the risk of wasting the advertising budget. 

- **Targeted reach.** Ads are sent to specific individuals rather than being shown to an unknown audience, giving companies more predictability and certainty in results. 

- **Clear analytics.** Mailing services provide statistics on delivery rates, open rates, and conversions. This data helps optimize campaigns for better outcomes.

**Disadvantages of mailings**

- **Database collection.** Mailings require collecting customer contact details, which takes time and resources. Purchasing third-party databases is not advisable, as they may contain irrelevant audiences. 

- **Restrictions.** Mailings can only be sent to users who have given consent, or else there’s a high risk of being marked as spam or facing fines. There are also [**rules for mass mailings**](https://altcraft.com/blog/mass-mailing) set by email clients and messaging apps that need to be followed and constantly adapted to. 

- **Competition for attention.** People receive dozens of notifications daily, and your message may get lost unless it stands out among the others.

## Summary

Online advertising remains one of the most popular methods for promoting products and services in the digital space. Placing ads on web resources enhances brand awareness and sales.

There are various types of online advertising: search engine advertising (contextual), targeted advertising for specific audiences on social media, banner advertising (placement of graphic, video, and animated elements) on websites, and retargeting (ads shown based on user actions). Additionally, there is native advertising, which promotes products subtly within the context of other content. Advertising can also be placed on the pages of bloggers and other influencers. A separate form of online promotion is mailings through email, SMS, Push notifications, and messaging apps.

Online ads boost brand awareness and sales via search, social media, banners, retargeting, native ads, influencer content, and email campaigns.

types-of-advertising.png

About what types of online advertising there are, we will tell you about their features, advantages and disadvantages.

Online Advertising: Types, Advantages & Disadvantages

Types of Online Advertising: Pros and Cons

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url="https://www.youtube.com/embed/2kvF-FYxFvk?si=DHg3DTAfEIVEKV9h"
/>

The Telegram messenger is one of the most downloaded in the world today. Every month, it gains [**700 million new users**](https://popsters.com/blog/post/statistics-and-analytics-on-telegram#:~:text=Telegram%20is%20one%20of%20the,downloaded%20in%20Russia%20and%20India.) who not only communicate through the service but also receive information (news, useful content).

In 2015, Telegram introduced channels, which became an alternative to traditional media and gained influence globally. Statistics show that in 2023, the audience for this type of content publication and chats in Russia alone reached [**2.47 billion people**](https://popsters.com/blog/post/statistics-and-analytics-on-telegram#:~:text=Telegram%20is%20one%20of%20the,downloaded%20in%20Russia%20and%20India.). Therefore, Telegram is an essential tool for businesses: brands use it to announce new products, build marketing communications through various activities such as polls, contests, advertisements, news, and more.

In this article, we will explore how to create a Telegram channel, set it up, and gain subscribers using both free and paid methods.

## How to create a telegram channel 

First, decide what type of channel suits you best. There are:

- Public channels, which any user can join;
- Private channels, accessible via an invite link.

When creating your channel, specify the type you need; you can easily change it later in the settings. Public channels are usually chosen to increase visibility and sales, while private channels can have a paid entry. This depends on your business goals and objectives. 

### Step-by-Step Guide to Creating a Telegram Channel

Using an Android device as an example (the steps are similar and intuitive on iOS devices and the desktop version):

**1. Press the pencil icon**, which brings up options. Select "New Channel," confirm, and proceed to the next step.

<Img
img="/uploads/select_new_channel_on_telegram_822c934d81.jpg"
alt="Select new channel on Telegram"
/>

<Img
img="/uploads/create_new_channel_on_telegram_eda9f48e78.jpg"
alt="Create new channel on Telegram"
/>

**2. Enter a name and description** (up to 255 characters) to demonstrate what your Telegram channel is about. You can edit these later.

<Note>
**Note!** If the channel is public, choose a name that is easy to find in search.
</Note>

At this stage, add an avatar. This is an image that reflects the essence of the channel and stands out in the chat list.

<Img
img="/uploads/add_name_d2526165bb.jpg"
alt="Add name, description on Telegram channel"
/>


**3. Choose the type — private or public Telegram channel.** For the private option, the messenger will automatically suggest a link. For the public option, you will need to create your own link. The system will check for duplicates immediately. While names can be repeated, the Telegram channel link must be unique and contain 5 to 32 Latin characters or digits.

<Img
img="/uploads/choose_the_type_of_telegram_channel_a4e6671ae5.jpg"
alt="Choose the type of Telegram channel"
/>

Next, you can enable or disable the setting that prevents copying, saving, and forwarding content. This is particularly relevant if you are publishing paid information.

**4. Add people from your contact list.** You can skip this step and do it later.

<Img
img="/uploads/add_subscribers_to_telegram_8ae88df571.jpg"
alt="Add subscribers to Telegram channel"
/>

**5. Done! Write a post** (and pin it if needed) so that the first subscribers to your Telegram channel understand what interesting content they will find and don't think it's spam.

<Gallery>
<GalleryItem
original="/uploads/write_a_post_074d3f14e3.jpg"
thumbnail="/uploads/write_a_post_074d3f14e3.jpg"
/>
<GalleryItem
original="/uploads/first_posting_to_telegram_d6f27963a4.jpg"
thumbnail="/uploads/first_posting_to_telegram_d6f27963a4.jpg"
/>
</Gallery>

## Telegram channel settings

### How to add comments to a telegram channel

Click on the avatar or the three dots in the desktop version. Find "Channel Settings" and create a separate group that automatically connects to the channel.
Click on the avatar or the three dots in the desktop version. Find "Channel Settings" and create a separate discussion that automatically connects to the channel.

<Gallery>
<GalleryItem
original="/uploads/create_a_separate_group_46e74e7426.jpg"
thumbnail="/uploads/create_a_separate_group_46e74e7426.jpg"
/>
<GalleryItem
original="/uploads/create_a_separate_discussion_ded0b4a7f3.jpg"
thumbnail="/uploads/create_a_separate_discussion_ded0b4a7f3.jpg"
/>
</Gallery>

<Img
img="/uploads/add_discussion_to_a_telegram_channel_d7a38ac5c6.jpg"
alt="Add discussion to a Telegram channel"
/>

<Img
img="/uploads/name_the_group_36f13d03b5.jpg"
alt="Name the group on Telegram"
/>

<Img
img="/uploads/options_for_a_group_8f154cb400.jpg"
alt="Options for a group"
/>

All comments will be displayed in this group. You can unlink or delete it at any time (in which case, all user messages will disappear). 

<Img
img="/uploads/demo_of_a_group_63977e0e48.jpg"
alt="Demo of a group on Telegram"
/>

Comments are an important function for communication between a business and its consumers. Through them, the brand receives feedback, monitors audience reactions, and increases loyalty and engagement — Telegram channel statistics are tracked based on various parameters, which become available once you reach 50 subscribers. [**Lead generation**](https://altcraft.com/glossary/what-is-lead-generation) is also possible if users leave requests for your services or products in the channel comments.

### Reactions

Reactions are automatically enabled with a maximum of 11 emojis per post. You can set limitations or disable reactions entirely. Custom emojis can also be added.

<Img
img="/uploads/reactions_on_telegram_93f80ab73c.jpg"
alt="Reactions on Telegram"
/>

### Adding Administrators

To manage the channel collaboratively, you can grant access to other people. Administrator rights are set in the settings, allowing or restricting the ability to change the channel profile, manage posts, stories, and broadcasts, add subscribers, and assign other administrators.

<Img
img="/uploads/managing_the_administration_board_07ec552720.jpg"
alt="Managing the administrators board"
/>
<Img
img="/uploads/configuring_administration_actions_2c4d074ef1.jpg"
alt="Configuring administrators’ actions"
/>

### Design

This feature is only available to channels that have received enough votes from Premium subscribers. Therefore, at the initial stage, the standard design remains.

<Gallery>
<GalleryItem
original="/uploads/the_design_features_ef05461fc3.jpg"
thumbnail="/uploads/the_design_features_ef05461fc3.jpg"
/>
<GalleryItem
original="/uploads/features_9e1c8a5264.jpg"
thumbnail="/uploads/features_9e1c8a5264.jpg"
/>
</Gallery>

## How to promote a Telegram channel


Although messengers are incorporating social media elements like stories and reactions, they still don’t have a publication feed where the audience can randomly see posts. Therefore, promoting a Telegram channel is a distinct task for creators. The methods are divided into paid and free options.

<Note>
Want to understand how messenger marketing works? Then we invite you to check out our article [**How Messenger Marketing Works: Benefits and Strategies**](https://altcraft.com/blog/messenger-marketing)
</Note>

### How to gain subscribers on a Telegram channel: free methods 

<Table>
|**Method**|**Description**|
| ------ | ------ |
|**Traffic from other platforms**| Your content on YouTube, Instagram*, or your website can drive traffic to your Telegram channel. To do this, you need to engage your audience with unique content and/or offer bonuses for joining. Place a link to your channel on all social media platforms and invite followers from there. Email newsletters announcing the new channel can also include a link in [**the email signature**](https://altcraft.com/blog/signature-in-emails). |
| **Directories** | Listing your channel on special directory sites makes it easier for users to find it by specific topics and for advertisers (if you plan to monetize through integrations). Telegram channel exchanges are conditionally free: to gain visibility and rank higher in the directory, you'll need to pay. Examples of directories: telega.in, [**Teletarget.com**](https://timeweb.com/go?url=https%3A%2F%2Fteletarget.com%2Fcatalog%2F&hash=571a0f6938568f78d4b0382d09c15a914cc6b101), [**Perfluence.net**](https://timeweb.com/go?url=https%3A%2F%2Fperfluence.net%2Ftelegram&hash=c3cb087c424a9393c58d8780d80224aa222f3a12), [**Epicstars.com**](https://timeweb.com/go?url=https%3A%2F%2Fcoral7.com%2FcJzvrP%3Fsubid1%3Dkursfinder-twb%26amp%3Bid%3Dbirzhi-telegram&hash=54a67946bcd773f1ab93dc42364f816f838eb1d0). |
| **Cross-promotion** | To do this, find channels with a similar audience and negotiate with the authors for mutual promotions. This results in a mutually beneficial exchange of subscribers. However, this method may not be suitable for newly established channels, as they might not have much to offer in return. With a small number of subscribers, the partner may not see a significant increase in audience, but it's still a good step towards growth. |
| **Unique content** | If you provide interesting and unique information, people will share it, which will help promote your channel. Avoid copying what others are doing. Create your own format and presentation to stand out. | 
|**Barter with channels and bloggers** | An option where instead of paying, you offer your brand's product or service in exchange for advertising your Telegram channel on a blogger's platform or another channel. Not everyone, especially well-established and large bloggers who rely on their blog for income, will agree to this. However, micro-influencers often accept such deals, and their audience trust can be higher due to the more personal nature of their blogs. |
| **Collaboration** | Unlike bartering, in this case, you don’t share your products or services; instead, you create something collaboratively. For example, you could run a promotion that benefits the audiences of both channels or a contest where participants need to subscribe to the Telegram channels of the organizing brands. Collaborations also include joint events and webinars. |
| **Guest blogging** | This involves publishing articles on other brands' or authors' platforms, as well as on open platforms, where you can include links to your channel. To engage the audience, you need to create content that grabs attention and is either unique or highly useful. |
| **Custom stickers** | Create a creative sticker pack that people will want to use in their conversations. It should be a well-designed set of stickers. If people start using it, it will increase your channel’s recognition. |
| **Offline events** | You can add a QR code linking to your resource in presentations for events where a brand representative or the expert themselves is a speaker. |
| **Hashtags** | At the end of May 2024, global hashtags were introduced in the messenger. Now, if you tag your posts correctly, they will appear in public hashtag searches. |
</Table>

### How to gain subscribers for a Telegram channel: paid methods

<Table>
|**Method**|**Description**|
| ------ | ------ |
| **Advertising in other channels and with bloggers** | A simple and straightforward method that depends on your budget and creativity. Reach out to channel owners or bloggers (not necessarily from Telegram) to arrange a post or storytelling about your channel. |
| **Advertising on Telegram** | A small text message (up to 160 characters) without images may be used. The ad is placed on selected thematic channels without the need for admin approval. The format is native, but there are many restrictions and relatively high costs. |
| **Promotion through media outlets** | This approach is useful for channels promoting offline businesses in a specific region (local media is ideal) or online services and products with a broad audience. Arrange for a publication about your channel with journalists from publications and news sources. This could be a note, interview, or even a video about your business and channel. |
| **Podcasts** | Such a dedicated content project can also grow your channel's audience. Creating a podcast requires an investment of time and money, so starting one solely to promote your Telegram channel might not be the best idea. However, if you already have a podcast or are planning to launch one, integrate your channel's promotion into it. |
| **Offline marketing** | QR codes on flyers and banners are also an additional way to increase your channel's subscribers. It’s important to motivate people to subscribe with interesting information or a bonus (such as free material). |
</Table>

## Summary 

Telegram channels are a popular source of information for audiences and are used for brand promotion. There are private and public channels, with the type chosen during creation and adjusted according to business goals such as increasing virality, trust, loyalty, and sales. It is important to come up with a clear and engaging channel name, description, and avatar that stands out. Communication with the audience is facilitated through comments and emoji reactions.

Free methods to promote a Telegram channel: attract audiences from other platforms, use email newsletters, arrange collaborations, offer barter placements and cross-promotions, write articles on other blogs, and create unique content and creative stickers. Paid methods include advertising with bloggers, in other channels, through Telegram Ads, media publications, and QR codes on offline platforms.

*
*Meta's product, recognized as an extremist organization in Russia.*

Telegram channels are key for brand promotion. Choose public or private based on goals. Create a standout name, description, and avatar; use comments and emojis for engagement.

promoting-telegram.png

About how to create a telegram channel, configure it, and also how to gain subscribers in tg using free and paid methods.

Telegram Channel: How to Create, Configure & Promote

How to Promote a Telegram Channel in 2024

<Video
url="https://www.youtube.com/embed/KoB1iuxODE8?si=gvegnrGqBNJ9RmNa"
/>

The effectiveness of mobile applications and online services is closely tied to user activity. If people are logging in and using the service, it indicates that the developers' idea is successful and will generate revenue. It is important to track user behavior and conduct analytics to understand the problems and growth areas of the product.

This issue is addressed by product metrics measuring activity over a day (DAU), a week (WAU), and a month (MAU). The time tracking interval is chosen depending on the type of application and the tasks it solves. DAU, WAU, and MAU metrics reflect how popular the product and individual solutions are.

In this article, we will discuss why it is important to track how many users remain active over different time intervals. We will explain the correct calculation of results and ways to influence them.

## DAU metric

The DAU indicator denotes how many active users logged in and/or performed an action in the application in one day (Daily Active Users). Only unique visitors per day are counted. If one person opened the product multiple times, only the first entry is considered.

*Example:*
*300 people downloaded an app to keep a diary. On the second day, 150 of them logged in. Therefore, DAU = 150. Even though some used the app multiple times, only the first interaction is counted.*

### When to apply the DAU metric

Counting active users per day is suitable when the application or service is designed for daily interaction: calendars, planners, habit trackers, games, music, and so on. 
## WAU metric


The WAU indicator reflects the product's weekly active users (Weekly Active Users). Similar to the daily activity metric, only unique visits are counted, but WAU is not the sum of DAU over seven days.

*Example:*
*A banking app was installed by 200 people, and 70 of them logged in at least once during the week. Therefore, WAU is 70.*

### When to apply the WAU metric

This metric is relevant for services/apps intended for regular use, but not necessarily daily. These include health trackers, delivery services, messengers, financial tools, and others.

## MAU metric

The MAU indicator counts users who accessed the product at least once a month (Monthly Active Users). This metric is calculated separately and is not the sum of DAU or WAU.

*Example:*
*A flight booking app was downloaded by 1000 people. Within thirty days, 300 users logged in once, and another 150 logged in three or more times. However, for MAU, only the first login is counted, so the metric is 450.*

### When to apply the MAU metric

MAU is relevant for platforms that do not require daily or even weekly usage. These include services for booking travel, paying taxes, utilities, marketplaces, and so on.

## How to accurately calculate MAU, WAU, DAU

While product metrics do not require complex formulas, there are nuances in their calculation that should be considered.

**Define active users in advance.** It’s essential to specify who counts as an active user. Simply opening an app may not indicate effectiveness, especially in services where specific actions matter. For instance, a user might click on a marketplace app and immediately exit. In such cases, the activity should be defined as viewing products, adding items to the cart, or making a purchase.

**Determine the appropriate time Interval.** Choose the right time interval to track activity. Daily DAU metrics are not relevant for services used infrequently and might incorrectly suggest inefficiency. For example, it would be unreasonable to expect users to log into a fitness club app every day if it mainly functions for class bookings, as few people attend daily workouts.

**Consider external factors in calculations.** Account for external influences when calculating metrics. Marketing campaigns aimed at attracting new users can temporarily boost MAU, WAU, and DAU, which might drop after the campaign ends. This doesn’t necessarily indicate a decline in service quality. News events can also impact user activity, such as reports of widespread food poisoning potentially reducing orders through food delivery apps.

[**Segment your audience.**](https://altcraft.com/glossary/market-segmentation-what-it-is-its-types-and-main-stages) Understanding what attracts new users versus long-term users is crucial. Their needs may differ significantly. Additionally, segment users by time zones to accurately track daily activity (especially for DAU), by devices, and by payment types (one-time purchases, subscriptions, etc.).


## Why calculate MAU, WAU, DAU

These metrics are crucial for understanding the real popularity of a service or application. The number of downloads on the marketplace alone doesn't provide a complete picture, as users might not even open the product after downloading it.

Therefore, DAU, WAU, and MAU are calculated to:

**Monitor the proper functioning of the application/service.** Reduced activity can sometimes be linked to system glitches and errors. Tracking these metrics allows for quick detection and resolution of such issues.

**Evaluate marketing communications and advertising.** Tracking these metrics helps assess how well marketing efforts attract [**the target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it), rather than just random users. It also helps measure the effectiveness of specific campaigns aimed at increasing activity and engagement, which is vital for planning future budgets and advertising strategies.

**Test new features.** User activity metrics reveal whether updates are relevant. They help identify which features should be improved or removed to enhance user experience.

**Attract investments.** Stable and growing user activity demonstrates the product's success. For investors, this is a strong incentive to invest, as it indicates a high likelihood of profitability and return on investment.

**Stay relevant in a competitive environment.** Tracking daily, weekly, and monthly activity metrics, and comparing them with competitors, highlights the need for changes or improvements to well-performing features.

## How to improve DAU, WAU, and MAU

Metrics are not static; they are influenced by various factors. Therefore, creators of digital products can adjust these metrics through marketing tools and technical improvements.

Key factors for improving metrics:

**User-friendly interface and attractive design.** Your product should stand out on the user's screen and be intuitively understandable. Complex action scenarios that require a lot of time will not motivate users to return and stay active.

<Img
img="/uploads/attractive_interface_of_netflix_home_page_df0b22d410.png"
alt="Example of attractive interface of Netflix home page"
src="Attractive interface of Netflix home page"
/>

**Stable product performance.** Constant errors, crashes, and slow customer support responses will reduce user activity as they visit applications/services less frequently. Therefore, it is essential to ensure everything works correctly, respond quickly, and resolve issues promptly.

**Content diversity and personalization.** In today's market, with numerous offerings, it's crucial to study user interests in detail, monitor their changes, and adapt accordingly. Don't be afraid to be creative with your content and analyze audience preferences to make precise proposals. This way, users will engage with your products more often.

<Note>
To learn more about content personalization, read the article [**Personalization: What It Is and Why Personalized Marketing Matters**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters).
</Note>

An effective way to diversify content is by introducing gamification elements and a system to reward user activity. 

**Consistent communication with the audience through push and email notifications.** Keep users informed about promotions, discounts, new features, and interactive events in your application or service. Continuing to engage with users within the app is also crucial. Therefore, onboarding and a well-structured communication system are necessary for ongoing interaction.

<Img
img="/uploads/email_promotion_from_sephora_1faa5a73ff.jpg"
alt="Example of email promotion from Sephora beauty store"
src="Email promotion from Sephora beauty store"
/>


**Conduct analytics and respond to user feedback.** Listen to customer reviews to continuously improve your product. Conduct audience preference research, such as custdev, A/B testing, and other methods.

It's important to assess the effectiveness of your service or application from various angles, not just by focusing on WAU, MAU, and DAU. Typically, additional metrics are considered, such as the Sticky Factor, LTV (Lifetime Value, the total revenue from a customer over their lifetime), conversion rates, CAC (Customer Acquisition Cost), and others.

## Summary

MAU, WAU, and DAU are metrics that measure user activity over different time periods: thirty or thirty-one days, seven days, and one day. They are used to assess the popularity of an app or online service, evaluate marketing effectiveness, gauge the impact of new features, and attract investment.

To calculate these metrics, it’s important to define what constitutes user activity, choose the right tracking period (day, week, month), consider external factors, and segment the audience.

To increase MAU, WAU, and DAU, strategies such as targeted messaging, personalization, engaging content, and continuous interface improvements, along with ongoing analytics, are employed.

MAU, WAU, and DAU track user activity to gauge app success. Boost them with targeted messaging, personalization, and engaging content.

metrics-mau-wau-dau.png

About why to track how many users remain active at different time intervals, as well as about the correct calculation of results and ways to influence them.

MAU, WAU, DAU: When to Apply & How to Improve These Metrics

Metrics MAU, WAU, DAU: When to Apply and How to Improve

<Img
img="/uploads/case_otpravka_email_blog_2f4dae2b51.png"
alt="Sales increased by 62% from sending emails"
/>

The article by Valentina Matyunina, business development manager at [**Dau Relationship Marketing**](https://dau.agency/), discusses the strategies the agency used to increase their client's sales by 62%. The agency's clients include a streaming service with a subscription system. The agency’s main goal is to convert users into paid subscribers for the streaming service.

[**Altcraft Platform**](https://altcraft.com/), a marketing automation platform, proved instrumental in addressing this challenge. This allowed the team to steer clear of technical complexities and dedicate their freed-up time to refining the email strategy for the client. This involved devising a unique giveaway with a cash prize and crafting fresh triggers.

## What We Did 

We have extensive experience in email marketing and firmly believe that the "send an email and wait" approach is ineffective. It fails to engage the database and drive customers towards the desired action. Constant reminders are essential, but they must be delivered subtly.

Following the initial email, we crafted a "reminder" email. The number of follow-up emails varied depending on the accuracy of the trigger. If the trigger was successful, great. If not, we would experiment with a different trigger. To track results and identify audience engagement, we utilized Altcraft Platform's comprehensive analytics. The platform promptly generated reports based on specified filters.

Our objective was to convert trial subscribers into paid subscriptions with 3-month or 12-month plans. We sent two primary email blasts to the entire database, but as expected, the conversion rates fell short of our expectations. This prompted the implementation of follow-up emails.

To ensure success, we launched an "email blitz" for our clients. This involved sending daily emails to the streaming service's subscribers, a rather aggressive approach. We only paused on weekends because email open rates are typically lower during those times — people are generally less active on their email accounts. This insight, along with others, came from Altcraft Platform's analytics.

Unsubscription rates remained within the acceptable range (< 0.05%), while conversion rates soared. So, why didn't we annoy everyone?

## Creativity is King 

The platform allows us to segment the audience based on various criteria, ensuring that emails are delivered to those most likely to open them. Essentially, we conducted an email campaign using a "hot" database, but we divided the recipients into two groups. One group included those who had never opened any emails, and the other group included those who had read the emails but had not yet made a purchase.

For the first group, our goal was to get them to open the emails. This required creative approaches to email subject lines: we needed to capture the recipient's attention and make them curious about the content, without revealing too much before they actually opened the email.

Here are some examples:

- Clear the Skies and Discover Your Future 🤯

- Act Now! This Can't Wait! 😜

- A Turning Point Awaits 🧭

For the second group of subscribers, we needed to work with the content itself, not the “packaging.” We used unusual design elements, GIFs, or visual triggers to show them we offer a modern and useful product they definitely need.

## Our Results 

As per the plan, we were required to send out 14 emails over a 60-day period. It’s interesting that towards the end of the campaign, we had to send out 4 email blasts per day. But not only did we not experience any unsubscribes, but on the contrary, additional sales within the scope of the task increased by 62%, revenue exceeded advertising expenses threefold, and there was no noticeable increase in unsubscribes after the final emails.

Reminder emails proved to be the secret sauce of our success, boosting the target conversion rate. With the help of Altcraft Platform, we were able to expand the number of paid subscriptions to the streaming service.

To avoid being intrusive and causing negative emotions, we employed a variety of informational and creative triggers, experimented with different subject lines, and incorporated interactive visual elements into our email designs. This kept users engaged despite the consistent message across all emails — an invitation to participate in a cash giveaway.

## What Did We Learn From This Experience?

Outsource technical tasks to specialized platforms and invest the saved time in creative brainstorming sessions with your agency team.

*By Valentina Matyunina*

In the article, a business development manager at Dau Relationship Marketing explains what the agency did to make their client's sales increase by 62%.

case-otpravka-email-blog.png

About what the agency did to make their client’s sales increase by 62%.

Sales increased by 62% from sending emails 4 times a day

How Sending 4 Emails a Day Increased Our Sales by 62%

<Video
url="https://www.youtube.com/embed/6CU7hYcmu7o?si=crHYAcxZej35AxQ9"
/>

The Altcraft team keeps developing the platform's functionality. Today, we'll discuss the latest updates: importing products to the Market from a product feed, combined profile capture in scenarios, and Viber integration through MTS OmniChannel.

## Product Import to Market from Product Feed

Users can now set up synchronization of product and SKU data in the Market with their product feed data. This feature eliminates the need to upload a new YML file every time changes occur in your feed. The platform will automatically update the data in the Market according to the specified schedule. This import helps synchronize your online store's data with data in Altcraft Platform.

<Img
img="/uploads/product_import_to_market_858816c79f.jpg"
alt="Product Import to Market"
/>

To activate product import, click "Market" and choose "Scheduled product import." Provide the link to your product feed. If your file requires authorization, create a connection. Then, choose a schedule. You can also select additional import options if needed.

<Img
img="/uploads/schedule_product_market_6157276217.jpg"
alt="Scheduled Product Import"
/>

After the first run, the import history and information about the added products will be displayed in the table below. You can also view the status and number of errors that occurred during synchronization.

<Img
img="/uploads/status_and_number_of_errors_a1e7b82747.jpg"
alt="Synchronization"
/>

Full instructions for using scheduled import are available in the [guide](https://guides.altcraft.com/en/user-guide/market/products/feed-import/).

## Multiple Profile Capture in Scenarios

The latest update lets you capture profiles based on multiple conditions within a single scenario. This means you can handle different customer login situations without needing to create separate scenarios for each one. Each scenario can now include up to 10 conditions.

<Img
img="/uploads/multiple_profile_scenarios_5f86ee6a33.jpg"
alt="Multiple Profile Capture in Scenarios"
/>

Scenarios now provide statistics on captured profiles, including individual statistics for each condition. This feature allows you to analyze capture data from various business points.

For more information on configuring scenarios and their elements, please refer to the [guide](https://guides.altcraft.com/en/user-guide/automation-scenarios/9407058/).

## MTS OmniChannel Integration

A new provider for sending messages to Viber has been added — MTS OmniChannel. To connect Viber integration, go to the "Integrations" section in the main menu, choose the type — Viber. Select the provider for sending messages and follow the instructions. See the [guide ](https://guides.altcraft.com/en/user-guide/communication-channels/76808933/) for more on integration.

<Img
img="/uploads/mts_omnichannel_integration_aef4e622c9.jpg"
alt="OmniChannel Integration"
/>

## Conclusion 

In this article, we have briefly described the new features of Altcraft Platform. We recommend that you try it out as soon as possible. Our team will continue to improve the product to enhance your marketing strategies.

The Altcraft Platform marketing automation platform has regular updates. In the new article, read about product import to market from product feed, combined profile capture in scenarios, and MTS OmniChannel integration.

updates.png

New tools have been introduced in Altcraft. In the article, we talk about the integration with MTS OmniChannel, import to market from product feed and more.

Updates of Altcraft Platform: Import from Product Feed and Combined Profile Capture in Scenarios

Altcraft Platform Updates: Product Import to Market and MTS OmniChannel Integration

<Video
url="https://www.youtube.com/embed/J3hjHssSZ1A?si=M-Cpm4tBjpXY98fX"
/>

## What is ROMI?

**ROMI, or Return on Marketing Investment**, is a metric used to evaluate the effectiveness and profitability of marketing campaigns or activities.

It shows whether the investments generate revenue. The uniqueness of ROMI lies in its focus specifically on marketing investments, not on general investments.

The formula for calculating ROMI varies depending on the specific conditions and goals of the campaign. Typically, ROMI is calculated as follows: first, subtract the marketing costs from the revenue generated, and then divide this result by the marketing costs. The metric is expressed as a percentage.

**ROMI formula:**

<Img
img="/uploads/romi_formula_d3107781a2.jpg"
alt="ROMI formula"
/>

**Example of calculating ROMI in practice:**
*ROMI = (revenue $200,000 from the marketing campaign – costs $50,000 on the marketing campaign) / costs $50,000 on the marketing campaign = 3 or 300%.*

## How ROMI helps advertising strategy

Knowing ROMI gives an understanding of whether you are incurring losses or making a profit compared to the amount spent on marketing. You can also calculate the earned amount.

Additionally, it helps in planning the marketing strategy for the next quarter. It is recommended to review the metric every three months.

<Img
img="/uploads/romi_in_marketing_strategy_planning_cc9d566731.jpg"
alt="ROMI in marketing strategy planning"
/>

It is essential to determine the effectiveness of current efforts and their impact on your company in the future. You can allocate time more wisely and increase the productivity of the marketing team. Or direct resources where they will be most productive.

Return on Marketing Investment is considered good if it is above 100%. This indicates that the money invested in marketing generates profit.

### Who should pay attention to ROMI

ROMI is a metric that various business stakeholders should pay attention to:

**1. Marketers.** They evaluate the effectiveness of campaigns and other marketing activities. This helps them understand if the chosen strategies are profitable, make data-driven decisions, and allocate resources wisely.

**2. Executives.** They determine the overall efficiency and profitability of the marketing department. With ROMI, they justify marketing budgets and identify the priorities of different activities. ROMI also shows the impact of various campaigns on the organization’s financial performance.

**3. Finance department.** They focus on ROMI to assess the profitability of marketing investments and how it aligns with the organization's financial goals. ROMI helps in proper budget allocation and tracking effectiveness.

**4. Business owners and leaders.** ROMI provides insights into how effective marketing efforts are in driving company profits. Through ROMI, they evaluate the overall strategy and determine investments in activities.

**5. Stakeholders and investors.** They need to understand the effectiveness of marketing campaigns as it impacts the financial performance and growth of the organization. Through ROMI, they assess the contribution of the marketing department to the company's profitability and market position.

## ROMI for short-term and long-term effectiveness

### Short-term effectiveness

It provides insight into how marketing campaigns and other initiatives instantly impact profit. By comparing the revenue from a specific campaign with its costs, marketers evaluate short-term profit and the effect of their efforts. This way, they analyze which campaigns bring quick results and adjust their strategies accordingly.

*For example, a company launches a short-term advertising campaign during the holiday season, spending $10,000 on ads. This brings in $30,000. The ROMI for this campaign is: ($30,000 - $10,000) / $10,000 = 2 or 200%. This means that for every dollar invested, the company earned $2 in profit in the short term.*

### Long-term effectiveness

By tracking the impact of ongoing investments over an extended period, marketers determine the success of long-term strategies aimed at increasing revenue and customer acquisition.

*For example, a company invests in brand positioning and customer retention programs throughout the year, spending a total of $500,000. By the end of the year, the company's revenue increased by $2 million. The ROMI for this long-term marketing strategy is: ($2,000,000 - $500,000) / $500,000 = 3 or 300%. This indicates that for every dollar invested, the company earned $3 in profit over the year.*

Considering ROMI for both short-term and long-term effectiveness, marketers gain a comprehensive understanding of the efficiency and profitability of their marketing activities.

## ROMI compared to other marketing metrics

ROMI provides valuable insights into the financial impact of marketing activities on company profits by calculating the return on marketing investments. However, it is important to consider other metrics to get a full picture of marketing effectiveness.

ROI, CAC, CPL, CLTV, and conversion rate—all these metrics offer additional perspectives on various aspects of marketing performance. By analyzing multiple metrics, marketers can make informed decisions, optimize strategies, and allocate resources efficiently.

Let’s compare ROMI with other marketing metrics, highlighting their unique features and how their combination helps assess marketing effectiveness.

### ROMI vs ROI

**ROMI (Return on Marketing Investment) and ROI (Return on Investment)** are interrelated metrics used to evaluate the financial performance of marketing efforts, but they differ in focus:

- ROI is a general financial metric that measures the total return generated from any investment, including marketing. 

- ROMI calculates the return specifically on marketing investments.

<Note>
How to calculate ROI? Why is this metric important for businesses? Read the article "ROI: What It Is and Who Benefits from It."
</Note>

### ROMI vs ROAS

**ROAS (Return on Advertising Spend) and ROMI (Return on Marketing Investment)** are metrics for measuring the effectiveness of marketing efforts, but they focus on different aspects of performance.

- ROAS is a metric used in online advertising to evaluate the revenue generated from advertising investments. It measures the efficiency of specific advertising campaigns by calculating the revenue per dollar spent. 

- ROMI is a broader metric that encompasses all marketing investments, not just advertising spend.

<Note>
For more details on the differences between ROI, ROMI, and ROAS, read the article [**"What is the Difference Between ROI, ROMI and ROAS."**](https://altcraft.com/blog/roi-romi-roas-difference)
</Note>

## Advanced approaches to ROMI

Understanding ROMI leads to creating a more sophisticated strategy than relying solely on ROAS and ROI metrics.

It's important to know that not all investments are equal. Sometimes, it's essential to understand how different marketing goals perform in terms of profitability.

In one of his books, Rex Briggs introduced the term ROMO (Return on Marketing Objectives) to encourage marketers to use different metrics for various tasks. Not all of these tasks are profit-related; some focus on brand awareness or perception.

It is possible to break down ROMI calculations by campaign or by where these campaigns are in [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel) (top-of-funnel activities like social media tags or organic website traffic; bottom-of-funnel activities like sales and conversions).

## Frequently Asked Questions: ROMI

### 1. Why is ROMI becoming a popular metric among marketers?


ROMI measures marketing effectiveness comprehensively, enabling better resource allocation and budget optimization. It requires justifying marketing expenditures and is easily calculated using digital tools.

### 2. How often should ROMI be analyzed?

The frequency of ROMI analysis depends on various factors: goals, business nature, and campaign duration.

For short-term activities, ROMI can be analyzed weekly or monthly to capture fleeting trends and adjust strategies promptly.

For longer-term marketing efforts, quarterly or annual ROMI analysis is suitable.

### 3. In which industries is ROMI more important?

ROMI is valuable across different industries and sectors. For example:

1. Retail companies often invest significantly in marketing to attract traffic, increase sales, and strengthen [**customer loyalty**](https://altcraft.com/blog/customer-loyalty). 

2. Consumer packaged goods (CPG) companies heavily rely on marketing to promote their products, enhance brand popularity, and boost sales. 

3. Telecommunications companies invest substantial resources in marketing to acquire new customers, retain existing ones, and promote services. 

4. In the financial sector, marketing plays a crucial role in acquiring new clients, building trust, and promoting various services. 

5. Technology-related companies often allocate substantial funds to marketing efforts to build brand awareness, [**generate leads**](https://altcraft.com/glossary/what-is-lead-generation), and advertise products.

### 4. How to improve ROMI?

Improving return on marketing investment requires strategic planning, data analysis, and continuous optimization. Here are several strategies to help improve your ROMI:

**1. Set specific and measurable goals.** This focuses efforts on priorities and tracks progress effectively.

**2. Analyze data.** Monitoring [**key performance indicators (KPIs)**](https://altcraft.com/glossary/key-performance-indicators-what-they-are-and-how-to-use-them), conversion rates, customer lifetime value (CLV), and cost per acquisition identifies areas for improvement.

**3. Segment your target audience.** Analyzing and segmenting the target audience tailors advertising messages and strategies to specific customer groups.

**4. Test and optimize your campaigns.** Conducting A/B testing adjusts messages and enhances communication channels.

**5. Invest in marketing analytics.** Utilize tools and platforms for analytics to delve deeper into data and optimize your efforts.

**6. Foster collaboration between marketing and finance departments.** Improve communication and cooperation between your teams.

**7. Adjust marketing spend.** Regularly analyze the results of various marketing channels and campaigns to determine where your advertising investments yield the highest ROMI.

**8. Focus on customer retention.** Enhance customer retention processes to maximize the value of your initial customer acquisition investments and thereby improve ROMI.


### 5. Can ROMI be calculated for both online and offline marketing campaigns?

Yes, it can. Whether it’s an online campaign aimed at driving website traffic and conversions, or an offline campaign targeting a local audience through billboards, ROMI shows the return on marketing investments.

Tracking ROMI for both online and offline campaigns provides insight into which channels and strategies deliver the highest return on investment. This information helps optimize marketing budgets, make data-driven decisions, and allocate resources effectively to maximize overall ROI.

### 6. How does seasonality affect ROMI?

Seasonality has a significant impact on ROMI. Consumer behavior often changes depending on the time of year due to various factors such as holidays, weather, and cultural events.

Companies should consider the following factors:

**1. Consumer demand.** Aligning marketing efforts with [**peak seasons**](https://altcraft.com/blog/seasonal-marketing) can capture increased consumer demand.

**2. Marketing planning.** Marketers plan campaigns and allocate resources effectively by identifying key events that influence customer behavior.

**3. Budget allocation.** Adjusting marketing spend according to peak seasons and aligning budgets accordingly optimizes ROMI during high-demand periods.

**4. Campaign timing.** Considering seasonality, marketers plan and execute campaigns during periods of highest interest and engagement from customers.

**5. Channel selection.** Different seasons may require specific channels. Companies choose the appropriate communication methods for particular seasonal campaigns by analyzing past customer behavior.


Source: [Ignite Visibility](https://ignitevisibility.com/romi-vs-roas-marketing-metric/)

ROMI measures the profitability of marketing investments, guiding strategy optimization, budget allocation, and resource distribution for maximum ROI.

data-analysis-romi.png

About what ROMI means in advertising and how to calculate it correctly.

ROMI, What It Is, Its Impact on Marketing Strategy

Data Analysis: ROMI and Its Impact on Strategy

<Video
url="https://www.youtube.com/embed/o85-BdJ6V9Y?si=ITsycfx7D2wvK22p"
/>

In 2013, Snapchat introduced a new format for publishing content — stories. It was uncertain at the time if this innovation would become popular. However, ten years later, stories remain one of the top marketing tools. Users of Instagram* have appreciated this "quick" content format. Stories were introduced to Instagram* in 2016 and remain relevant to this day.

Users, experts who conduct personal marketing, and brands all share their stories. There are even dedicated people — story makers — responsible for creating stories. According to Instagram* statistics, [**85%**](https://wifitalents.com/statistic/instagram-stories/) of users discover new products and services through stories. Therefore, a company's online marketing strategy must include this direction.

In this article, we will explain what stories are, their types, how they work, and why businesses need them.

## Stories: what they are and why they're needed

**Stories** are short vertical content formats (up to a few seconds) with horizontal scrolling options, published for a limited time (usually 24 hours). Depending on the platform, you can post images, videos, add text, music, links, hashtags, stickers, masks, and even draw. Stories are broadcast only to followers.

There are also dedicated apps for creating stories with extended features, offering a variety of fonts, templates, and other tools. The idea behind stories is to create easy and native content, where perfection isn't mandatory. Aesthetic pictures and videos are more suited for posts that don't disappear from the feed — this is an unspoken rule of social media.

Stories can be found on Instagram*, VK, and other mobile apps, messengers, and even websites. The themes and formats of stories are similar to other publications: from direct advertising, case studies, and tips to polls and reposts of posts and videos.

### Advantages of online stories for business

**Increased engagement.** Stories offer a quick and easy way to consume content, equipped with tools for marketing communication with users. Brands engage their audience through [**storytelling**](https://altcraft.com/blog/let-the-client-feel-like-a-hero-how-storytelling-works) and content that evokes emotions, conduct surveys, collect feedback, and other interactions. Stories on a website also increase the time a user spends on a web page, which positively impacts search engine ranking.

**Conveying information to customers.** Through stories, companies share information about new promotions and products, events, and news. This format does not overwhelm users and, due to the FOMO effect (fear of missing out), encourages them to watch stories repeatedly.

**Brand awareness growth.** Although stories are primarily seen by followers (with no external reach), this type of content also expands the brand's audience. Advertising in stories by bloggers and on other platforms remains a popular promotion tool. Interestingly, the cost of integration into stories is often lower than in posts or video publications.

Social media stories feature tagging tools that users love to use for brands. For instance, when they visit a restaurant and then share about it on their page. Encouraging the audience to create such stories and then reposting their stories increases brand awareness and provides free user-generated content.

**The effect of personalization.** Stories seemingly reduce the distance between the brand and the customer due to their native format. Companies show their internal life and communicate with users in a live format, creating a sense of personal connection. Personalization is a marketing trend that continues to gain momentum.

<Note>
How does personalization work? And why is it needed? Read the article "[**Personalization: What It Is and Why Personalized Marketing Matters**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters)"
</Note>

## Types of stories

Based on goals, there are several types of stories, which align with the types of other social media posts:

- **Informative and educational** — communicate brand news, new products, changes, and product features. 

- **Selling** — lead to conversion: the purchase of a product or service. 

- **Engaging** — motivate the user to interact with the brand's content. 

- **Entertaining** — lift the audience's mood, convey company values through humor, and tell about the product.


Based on formats, the following types of stories are distinguished:

**Images (usually with text).** Several photos can form an entire story or reveal one idea through cards. Sometimes it’s just text on a background without a picture.

**Video stories.** These are short clips (usually 15-30 seconds) that convey an idea on their own (e.g., announce a promotion) or form a sequence of several clips.

**Animated stories.** The functionality of many platforms allows adding moving stickers to images and videos in stories. Animation adds variety to the content.


## Rules for creating effective stories

Stories are more native content compared to other posts, and creating them doesn't take much time. However, to make the format effective, you should follow these rules:

1. **Create a unified style for your stories** that will be associated with your brand: think about colors, fonts, and the style of images. Avoid turning your storytelling into a "mess." 

2. **Keep your stories simple and clear.** Don’t overload them with text and philosophical themes that require thoughtful study of the content. 

3. **Don’t stretch a single thought across too many stories.** Users will get bored and might not finish watching. 

4. **Add variety.** Use different formats, not just one: images, videos, polls, etc. 

5. **Check the story** for spelling errors, design correctness, and afterwards, for the functionality of links and other tools before publishing. 

6. **Motivate users to interact** or take a specific action, rather than waiting for them to take the initiative themselves. 

7. **Create interesting plots** so that the audience watches your stories to the end. Use storytelling tools that engage viewers in the narrative.


## How to promote your products and services through stories

Bloggers particularly excel in selling through stories, using various scenarios for product presentations and calls to action. Brands also adapt their techniques and collaborate with influencers for integrations. There are no strict boundaries here; methods depend on the authors' creativity. However, some popular promotion types exist.

**Advertising.** The most straightforward and direct format where a product or service is sold without any storytelling. These are ad posts adapted for stories, featuring an offer, product benefits, and a CTA. It’s important to approach this creatively to stand out.

**Native advertising.** The product is mentioned in the context of a story where it plays a crucial role (solves a problem) or is casually mentioned. This format is very popular among bloggers for brand promotion. 

**Warm-ups.** A favorite format of bloggers. Unlike native advertising, this strategy is more extended. The product is usually introduced indirectly at first, mentioning it from various angles. For example, the problem is first highlighted. Suppose a blogger wants to lose weight and tries different methods: diet, home workouts, fitness centers, and then finds the right course (or creates their own). Warm-ups can last from several weeks to months, depending on the product.

**Building trust** is not as quick a promotion method as advertising, native integrations, and warm-ups. However, it is the established communication with the audience that turns followers into customers. Broadcasting your values, product advantages, and its worth leads to loyalty and sales.

## Stories on different platforms

### Instagram*

The concept of "stories" became popular thanks to this social network (although it was originally created by Snapchat). Instagram offers a wide range of features in its editor. You can use various fonts, draw, create polls, set timers, ask questions, participate in challenges, add animated stickers, include music, mention other users, use hashtags, and add links to other resources. You can choose to publish your stories for everyone or for a specific list of followers.

<Img
img="/uploads/example_of_instagram_stories_368ce1e533.jpg"
alt="Instagram stories"
src="Example of Instagram stories*"
/>

### VK

VK stories offer background templates, stickers, GIFs, a text editor, drawing tools, and the option to set the availability time for stories: one hour, 12, 24, or 48 hours. Music can be added from the catalog, and there are mentions, polls, and themed hashtags.

### Telegram

Stories on Telegram appeared relatively recently and are available to users and channels (but only if they receive enough boosts) from Telegram Premium subscribers. They can be posted for a duration of six to 48 hours. The built-in editor includes features for adding text, filters, stickers, reactions, drawing, and privacy settings.

 <Img
img="/uploads/example_of_stories_telegram_70a62e42ff.jpg"
alt="Telegram stories"
src="Example of stories in Telegram"
/>

### WhatsApp*

Stories on WhatsApp are called "Status" and disappear after 24 hours. Users can post photos, videos, GIFs, add text, and even voice messages. Reactions to stories are available, as well as the ability to choose the audience who can see them.
 
### Stories on apps and websites

Brands actively use the stories format not only on third-party platforms but also on their own. This way, they announce promotions, talk about products, and deliver useful information to users.

<Img
img="/uploads/news_announcements_via_stories_6324f6a9c3.jpg"
alt="News announcements via stories"
src="The famous news media Der Spiegel gives news announcements via stories"
/>

Also, stories here come personalized. 

<Img
img="/uploads/personalized_stories_79bb14e4fb.jpg"
alt="Example of personalized stories"
src="Personalized stories on apps"
/>

Interactive stories work in the apps. For example, polls are conducted or you are offered to add a product to your cart at once.

<Img
img="/uploads/onboarding_stories_51d8d83b9f.jpg"
alt="Onboarding stories"
/>

In another example, a customer is asked to evaluate his most recent purchase.

<Img
img="/uploads/stories_asking_for_feedback_f7aaedd0e4.jpg"
alt="Stories asking for feedback"
/>

Stories on websites serve the same function as they do on other platforms.

<Img
img="/uploads/stories_in_search_results_4adb2ae707.jpg"
alt="Stories in search results"
/>

## Summary

Stories are a vertical content format that disappears after a few hours or days. Stories in the form of images, videos, and text are supplemented with stickers, animations, links, interactive elements, and other features in platform editors. The functionality across different platforms is similar.

Stories are used in marketing to communicate with customers, increase engagement, enhance brand recognition, and even for personalization. They inform, entertain, sell, and motivate users to interact with the brand. Storytelling, direct and native advertising, and warm-ups work well here.

Today, stories are supported by Instagram* (owned by Meta, banned in Russia), VK, Telegram, and WhatsApp* messengers. Companies also add stories to their websites and apps.

*
*Products of Meta, recognized as an extremist organization in Russia.*

Stories are vital in marketing, boosting engagement, brand awareness & customer interaction. Effective on Instagram, Telegram, and VK with versatile features.

stories-how-to-use-this-tool.png

About what stories are used for in marketing, what types there are and how they are useful for business.

Stories: Advantages, Types & How to Use in Marketing

Stories: How to Use This Tool in Marketing

<Video
url="https://www.youtube.com/embed/o85-BdJ6V9Y?si=Uxt_Vh4IPqbQ5rRh"
/>

Promoting your business among the target audience is the foundation of any business's success. However, many companies overlook the most powerful and cost-effective marketing force—satisfied customers.

Loyal users, delighted with your products and services, recommend your brand to others and praise it on social media—this is called **organic brand promotion.** Let's explore why such promotion is an essential marketing strategy and learn how to create customer incentive programs that motivate people to share your brand with others.

<Img
img="/uploads/a_group_of_apple_users_on_reddit_0fca276609.jpg"
alt="A group of Apple users on Reddit"
src="A group of Apple users on Reddit. This brand has perhaps the largest community of supporters in the world"
/>

## What is organic promotion? 

Brand advocates are users who are so satisfied with your company that they are willing to advertise for you on their own. They can be anyone: your employees, customers, partners, suppliers, and even social media influencers.

Advocates share their positive experiences through reviews on your website and other platforms. They also promote you via word of mouth, mentions on social media, and blogs. All these reviews, photos, and comments are called user-generated content (UGC).

<Img
img="/uploads/ugc_mentioning_brand_name_0aaadb6558.jpg"
alt="UGC mentioning brand name"
src="UGC mentioning brand name"
/>

Organic brand promotion is more valuable than anything money can buy. User-generated content has substantial reach and exerts more influence than any ad campaign, SMM promotion, or even the efforts of your most experienced marketer. This way, you not only reduce advertising costs but also build strong and trustworthy relationships with customers through their content.

<Note>
**Interesting fact:** Buyers increasingly trust visual content created by other users. [**Recent studies**](https://www.powerreviews.com/research/ugc-visual-content-shopper-behavior-survey/) show that 60% of users look for photo and video reviews (visual UGC) before making a purchase.
</Note>

## How to gain advocates
Sometimes, people naturally become fans of a company. However, there are steps you can take to create a truly effective marketing strategy.

### 1. Understand what people value about you

To create a good marketing program, you need to understand what people like about your company. Most often, this is related to the quality of products or services, but excellent customer service and a personalized approach also play a big role.

Don’t guess what your customers want—just read the reviews. Look at what people are saying, both good and bad. Analyze the feedback and use the information to make your brand more visible on social media.

<Img
img="/uploads/an_example_of_a_positive_review_of_a_beauty_studio_8c8e1da162.jpg"
alt="An example of a positive review of a beauty studio"
src="An example of a positive review of a beauty studio that positively impacts the brand's reputation"
/>

### 2. Build relationships with customers

Developing strong, personalized connections with users is key to gaining brand support and boosting sales. According to the SaaSquatch report [**"The State of Referral Marketing,"**](https://info.saasquatch.com/rs/162-BJJ-156/images/StateOfReferralMarketing-SaaSquatch-V1.pdf) customers who come through referrals are 18% more loyal, have a 16% higher lifetime value, and spend 13.2% more than others.

In today's digital world, users identify with their favorite brands and want to be part of their story. To nurture these feelings, offer value and build trust through social media.

Building relationships between a brand and its customers is a two-way process that requires attention and thoughtful approach. This is the only way to maintain long-term interest. Be open with your users, but avoid aggressive selling.

The key here is to give more to your customers and ask less from them. Then, they will want to interact with you on their own initiative. Of course, building such relationships requires time and resources. Maintain constant contact with current and potential customers. It’s important to ensure that the necessary resources are available for relationship development and social media monitoring.

<Note>
**Tip:** To increase loyalty through SMM, create valuable content, respond to followers, and help them solve problems related to your product.
</Note>

<Img
img="/uploads/brand_responded_to_a_positive_customer_review_5323b4fb10.jpg"
alt="The brand responded to a positive customer review"
src="The brand responded to a positive customer review"
/>

### 3. Delight and surprise your clients, as well as those who are not yet familiar with your brand

Go beyond standard service. Provide unforgettable experiences that customers will want to share. Excellent service and pleasant surprises will strengthen customer loyalty, leading them to tell their friends about you. For example, reach out to some users and invite them to a special event. Identify influencers among your followers or turn loyal customers into true brand advocates.

<Note>
We discussed customer loyalty in detail in the article "[**Customer Loyalty: What Is It and How to Calculate It**](https://altcraft.com/blog/customer-loyalty)."
</Note>

Start by monitoring online reviews to find your company’s fans. Reward the most active fans by mentioning them, offering exclusive discounts, and bonuses. This will greatly strengthen the user’s connection to your brand. Remember, loyalty to a company is contagious, and quality relationships drive sales.


<Note>
**Tip:** Strengthen your presence on social media by sharing your company’s values, charitable projects, and ethical business practices. This shows people that you aim for more than just commercial goals.
</Note>

Support and encourage brand advocates. Increase their reach. Add "share" buttons to your content to make it easier for users to talk about your company.

### 4. Track the effectiveness of your brand promotion strategy

To understand the value of your campaigns, analyze the following:

- Who is talking about your brand?
- What are they telling their followers?
- Where are they most frequently sharing content?
- When are users most active?
- Why are they sharing your content and talking about your brand?

Monitor web traffic and conversion rates to identify which brand promotion campaigns yield the highest returns. Use this knowledge to refine your strategy and boost sales.

### 5. Don’t forget to thank brand advocates

Many companies have loyalty programs that reward customers for their spending. This is a good practice, but it doesn’t account for those who promote the brand. Consider a point system for specific actions: reviews, photos, event attendance, or referrals. Create a name for your promotion program that shows brand advocates they are part of an exclusive club. Give them the opportunity to accumulate points and advance to different levels with interesting privileges: mentions in the company blog, receiving [**branded merchandise**](https://altcraft.com/glossary/merch-what-it-is-and-how-brands-use-it), invitations to exclusive brand events, and discounts.

## Why your brand needs advocates

Organic brand promotion is valuable for its authenticity. While advertisements and marketing messages are often ignored, enthusiastic recommendations are usually taken seriously.

Such promotion benefits your business by:

- **Reaching audiences that you wouldn't be able to reach** through conventional methods due to budget or logistical constraints. For example, Adobe asked 900 of its employees to create and share content online, which helped them reach an additional 3 million people. 

- **Creating buzz around your brand.** Positive customer reviews generate interest and a desire to learn more about your company. The more people visit your website or store, the more potential customers you attract. Increased website traffic also positively impacts [**search engine rankings**](https://altcraft.com/glossary/seo-optimization-what-it-is-and-how-it-works), which in turn attracts new visitors. 

- **Drawing media attention.** When there is buzz around a brand, journalists take notice. Articles about your company, products, and services get published, boosting trust and significantly increasing brand recognition. 

- **Humanizing your brand.** When a potential customer hears about you from another user, a faceless company becomes something more relatable. This effect is amplified when brand advocates share stories about their experiences with you and how you solved their problems. It's even better if they mention specific employees they interacted with (if you have customer meetings) or post video reviews. 

- **Saving time and money.** The cost of organic promotion is relatively low. Yes, some initial time and financial investment is required to set up the program, but this is minimal compared to the benefits you'll gain. When your advocates take on a significant portion of your marketing, you can allocate resources to other areas.

## How to handle customer reviews


Publishing customer reviews is legal, but with some caveats. The format matters. Incorrect publication can lead to violations of several laws.

Below, we’ll discuss how to properly post customer feedback on social media or your website.

### How to post reviews correctly? 


To post customer reviews without legal issues, follow these guidelines:

- **Obtain the customer's consent to publish the review and use their full name** (or other information). If you want to post a review that includes a name and text, simply ask the user if they agree. You can also add consent for posting reviews in your terms of service. In this case, anyone who accepts the terms automatically gives permission to publish their feedback.

<Img
img="/uploads/brand_is_asking_permission_47dd15d8e6.jpg"
alt="Brand is asking permission in the comments"
src="Brand is asking permission in the comments to post this photo at his place"
/>

- **Before attaching a photo to a review, determine who owns it.** If the customer took the photo themselves, there are no issues. However, if the photo belongs to someone else, you must get permission from the original owner. This is important because a photo from a customer's personal account might be a professional shot. The owner of the photo would be someone else, and the person's consent in the photo is useless. You need to find the true rights holder and negotiate with them. The simplest and safest option is to take the customer’s photo yourself. 

- **Avoid posting fake reviews about your competitors.** Such actions often lead to lawsuits. Even if you know of poor service cases at competitors but are not their customer, it’s better to refrain from negative reviews. Posting fake positive reviews about your own brand is legal. However, such reviews are usually not very convincing. It’s better to rely on real feedback from actual users.

## Conclusion

A strategy for organic marketing involves building and maintaining relationships with users. Through two-way communication, they feel closer to the brand and are more willing to recommend you to their friends. Encouraging the most active supporters creates a snowball effect, bringing in even more loyal customers.

Organic marketing builds strong user relationships, encouraging active supporters to recommend your brand, creating a snowball effect of loyalty.

customer-motivation.png

About why natural promotion is an important marketing strategy, and we will also learn how to create customer incentive programs.

Customers Advertising Your Brand: How to Motivate Them

How to Motivate Customers to Advertise for You

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