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<Img
img="/uploads/survey_creation_services_1bf838da26.png"
alt="Survey & Form Creation Services: Which One to Choose"
/>

Business operates for customers, so it must listen to audience opinions about the product and company service. Online surveys are a way to gather feedback from users quickly, easily, and without taking much of their time.

Companies conduct customer surveys in various ways: through voting, comments, filling out questionnaires, via email marketing, or website forms. The method and platform depend on the goals and capabilities of the company.

To make an online survey useful and data easy to collect and classify, brands opt for specialized services. Online tools provide simple forms where the company's marketer enters necessary fields and questions.

In this article, we will talk about popular survey creation services, their features, advantages, and differences.

## Examples of Online Services for Form Creation and Surveys

### Google Forms

The most well-known and straightforward tool used as a survey service. The form includes options for multiple-choice answers, dropdown lists, or text input fields. The survey's appearance can be customized to fit corporate style, and data can be easily shared with colleagues.

Additionally, Google Forms offer statistical tools in the form of diagrams to monitor real-time results.

It also features response verification, such as email input and other parameters. Creating a survey takes just a few minutes, and the form link can be added to social media posts, emails, or websites.

<Img
img="/uploads/survey_in_google_forms_f6c3de605d.png"
alt="Creating a survey in Google Forms"
/>

### Yandex Forms

Yandex offers its own form constructor to create surveys for working with clients and employees. 

Yandex Forms is convenient for [**customer satisfaction surveys**](https://altcraft.com/blog/customer-satisfaction-survey-mistakes), collecting employee opinions, technical support inquiries, event registration, and managing personal tasks, easily shareable with colleagues.

The online survey adapts to your requirements, offering answer fields in test format (multiple options), open text input, rating scales, and more. Questions can be customized based on user actions. For instance, if someone indicates they have no children, subsequent questions about their ages are hidden. This demonstrates effective customer survey [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters), enhancing overall efficiency.

### Survio

An online survey service equipped for collecting feedback, customer satisfaction data, and other information for marketing and various purposes.

It positions itself as straightforward software. To create an online survey, simply choose from over a hundred templates and add the desired design. Multimedia files can be added, and customization for your brand is available. 

Survio offers 19 question types, providing diversity in your internet survey. Clients can respond using star ratings, numerical values, sliders with scales, and more.

<Gallery>
<GalleryItem
original="/uploads/survio_forms_eacb6cb68d.png"
thumbnail="/uploads/survio_forms_eacb6cb68d.png"
/>
<GalleryItem
original="/uploads/forms_by_survio_c79ee6f3a9.png"
thumbnail="/uploads/forms_by_survio_c79ee6f3a9.png"
/>
</Gallery>

All data is displayed in BI dashboards, tables, and graphs. Here, it is possible to segment responses based on relevant criteria.

### Web Ask

This tool is needed to create your own test with your own questions, conduct surveys, voting, quizzes, or receive feedback. Surveys can be created in five minutes from a ready-made template or developed with a custom design.

There are also ready-made forms, already customized for various business directions. For example, surveys among customers about taxi service, travel agencies, cafes, and more. The form is flexible and follows the logic of responses: unnecessary questions are removed, which means personalization is in effect. There is also insurance against forgetfulness: if a respondent forgets to complete the survey, the data will still be sent to the common database.

<Img
img="/uploads/webask_8ed6b1070e.png"
alt="Creating a survey in Web Ask"
/>

The service integrates with Google tools, messengers, CRM, and guarantees security. There are free and paid tariffs with different degrees of limitation on the number of surveys and other parameters.

### Testograf

Survey software with an intuitive interface and automatic result processing. Suitable for marketing and HR research within the company.

The service combines functionality for studying [**customer loyalty**](https://altcraft.com/blog/customer-loyalty), brand recognition, and also sends email and SMS distributions.

For surveys in Testograf timers, progress indicators, the ability to add hints, and other features are available. You can choose a form from ready-made templates or create one yourself. The service promises high stability and data protection for users.

### Typeform

The service supports themed survey templates in various areas: marketing, HR, product creation, customer satisfaction, product feedback, or creative endeavors.

Typeform offers a survey builder, quizzes, and even registration forms for [**lead generation**](https://altcraft.com/glossary/what-is-lead-generation). The service stands out with stylish template designs, offering over three thousand even in the free plan.

<Img
img="/uploads/survey_templates_within_typeform_81211b0c5a.png"
alt="Survey templates within Typeform"
/>

If you lack survey ideas, the service suggests leveraging artificial intelligence. A robot will offer solutions after analyzing your brand's website, which you can integrate into the registration form.

<Img
img="/uploads/ai_powered_survey_creation_b510f7dbb3.png"
alt="AI powered survey creation in Typeform"
/>

### Anketolog

This service offers 22 question variations and ready-made templates for creating surveys. While lacking diverse designs, it provides sufficient ready-to-use forms for exploring customer opinions on advertising effectiveness, banners, product consumption specifics, website design assessment, packaging, and more.

<Img
img="/uploads/anketolog_b675844d4f.png"
alt="Questionnaire template in Anketolog"
/>

Surveys operate through links or ready-made widgets and can be constructed online in the cloud or on your own server (in which case, a package purchase is required).

The platform's distinctive feature is its proprietary audience of respondents in Russia and the CIS, willing to participate in studies for a specific fee. This is suitable for companies lacking a sufficient sample size for their own surveys.

### Simpoll

A tool where standard customer survey forms are available, along with examples for creating bug trackers, interview registrations, and more. Research is customizable and can be flexibly configured to meet the company's needs.

Simpoll has a very simple interface for the builder, where restrictions (survey duration) are set immediately, a template or an option to create from scratch is chosen. Styles, colors, and other elements are configured in the forms.

The survey is embedded on the website or shared through a link via email, messengers, and other communication channels.

## Forms and surveys in Altcraft Platform

[**Altcraft Platform's forms**](https://altcraft.com/en/features/forms-and-surveys) offer a simple and flexible way to create surveys, questionnaires, and feedback forms. In the intuitive editor, you'll find various question formats tailored to your needs, including single or multiple-choice options, character limits for responses, and rating scales.

### Key advantages of using Altcraft Platform for survey creation:

- Mandatory fields for obtaining comprehensive customer information. 

- Customization of surveys, questionnaires, and forms to match your brand style. Background and text colors can be adjusted, and images and even YouTube videos can be added. 

- Smart logic that adds or removes relevant questions based on user responses. 

- Automatic import of responses into the database and the ability to export results to CSV or MS Excel. 

- Analytical tools for a visual assessment of data, including charts and line graphs.

### How to create a form or survey in Altcraft Platform

Navigate to the "Forms" section and click "Create" to access the page for entering survey or form parameters. Provide details such as title, description, duration, and post-submission message.

<Img
img="/uploads/general_settings_of_forms_in_altcraft_cf2b9843ea.png"
alt="General settings of forms in Altcraft Platform"
/>

In the "Constructor" tab, add field options for responses and questions, including single or multiple-choice, drop-down lists, text, file uploads, range indicators, and other types.

<Img
img="/uploads/constructor_of_forms_in_altcraft_platform_b91eea0239.png"
alt="Constructor of forms in Altcraft Platform"
/>

Proceed to the "Appearance" tab to customize the survey style. Adjust color, text size, and font for text and buttons.

<Img
img="/uploads/appearance_of_forms_in_altcraft_platform_bac7e311fc.png"
alt="Appearance of forms in Altcraft Platform"
/>

Configure post-submission actions, such as importing into the database or sending notifications to a specific email. The database is extended from surveys using email, Message ID, or additional fields. That is, the data will not be lost and will go to the right customer profile.

<Img
img="/uploads/profiles_import_via_forms_in_altcraft_05fc622fd4.png"
alt="Profiles import via forms in Altcraft Platforms"
/>

In the "Logic" tab, visually set the sequence of pages with questions and fields by dragging icons into the desired order. Set conditions for transitioning to the next question.

<Img
img="/uploads/setting_logic_of_forms_in_altcraft_0a04653121.png"
alt="Setting logic of forms in Altcraft Platform"
/>

Once the form is ready, activate it by clicking "Enable." Obtain the link and HTML code for sharing in the "Share" tab.

<Img
img="/uploads/share_tab_for_forms_in_altcraft_6e3579db3e.png"
alt="Share tab for forms in Altcraft Platform"
/>

View survey results in the "Insights" section or the "Collected Data" tab.

## Summary

Forms for conducting surveys are essential to simplify receiving feedback from customers, handling inquiries, and conducting research. Online services offer various options for collecting data through the creation of forms, including multiple-choice questions, rating scales, and free-text fields. Customization of surveys to match your brand, setting response logic, and visual analytics are also possible.

Popular services include Google Forms, Yandex Forms, Survio, Web Ask, Testograf, Typeform, Анкетолог, Simpoll. These platforms offer both free and paid plans, survey templates, and flexible settings.

In Altcraft Platform, surveys and forms are created using an intuitive builder. The platform's advantage lies in data integration into customer profiles, providing a comprehensive user overview.

Forms for conducting surveys are essential to simplify receiving feedback from customers, handling inquiries, and conducting research.

medium_survey-creation-services.png

small_survey-creation-services.png

thumbnail_survey-creation-services.png

survey-creation-services.png

About what survey creation services are: features, advantages and differences.

Survey Creation Services: How to Create One in Altcraft CDP

Survey & Form Creation Services: Which One to Choose

<Img
img="/uploads/cgi_c0fe75f0a0.png"
alt="CGI: What It Is and How to Apply It in Advertising"
/>

Marketing has long embraced technology. The IT industry has streamlined marketers' work with information gathering and analysis, while neural networks automate and expedite content creation. The advertising world has also adopted CGI from the film industry, where this technology brings non-existent worlds and fantastical characters to life, defying the laws of physics.

Thanks to computer-generated imagery (CGI), brand videos feature vibrant characters and gigantic objects on the streets of real cities.

This article will explain what CGI is, why it's used in marketing, and showcase examples that have left a lasting impression.

## What is CGI Graphics

CGI (Computer-Generated Imagery) is the creation of realistic or animated models of locations, objects, and people. Typically, these are 3D and 2D objects used in renders, videos, AR, and VR technologies. For a long time, CGI has been a part of the film industry, creating new worlds on screen, fantastical characters, or simply enhancing captured frames. Some films are nearly entirely made using CGI, such as "Life of Pi," which received Oscar nominations for its effects. CGI has opened up possibilities for writing any script, even the most implausible in reality.

The first film with computer effects was Alfred Hitchcock's "Vertigo" (1958), where animation appeared in the titles. The integration of graphics and shooting was first achieved in the 1973 film "Westworld." Since then, the technology has evolved, bringing increasingly realistic worlds to the screen. Films like "Star Wars," "The Matrix," "Jurassic Park," "The Lord of the Rings," "Avatar," and Marvel movies wouldn't have been possible without CGI graphics.

By the way, to seamlessly blend real objects with digitally created frames, filmmakers often use a single-color background, typically green or blue, a technique known as "chroma keying."

<Img
img="/uploads/endgame_movie_was_filmed_on_a_chroma_key_cd15253db6.png"
alt="Avengers: Endgame movie was filmed on a chroma key"
src="The massive battle of Avengers: Endgame movie was filmed on a chroma key"
/>

Gradually, other industries embraced the technology as well: interior design, development for modeling future homes and spaces, computer games. Of course, mass media channels adopted CGI too.

## CGI Graphics in Advertising

The nearly limitless visualization possibilities make CGI appealing for marketing. CGI advertising is widely used today, showcasing products and telling brand character stories in both 3D and 2D videos. For instance, the first CGI M&M's video debuted in 1995, and since then, [**clips featuring the red and yellow candies**](https://www.youtube.com/watch?app=desktop&v=utAw2j0khNk) and others have appeared for many years, with catchphrases even entering popular culture. This happened with the [**Christmas ad**](https://altcraft.com/blog/new-years-marketing) "He does exist! They do exist!"

<Img
img="/uploads/mms_christmas_advertising_video_d89bd30f7d.jpg"
alt="M&M's Christmas advertising video"
/>

## Why marketers use CGI design

**WOW factor and brand recognition.** CGI graphics allow the realization of any creative idea, increasing the chances of capturing audience attention and evoking emotions. Marketing campaigns with CGI videos garner millions of views, make headlines, and stimulate discussions, expanding brand audiences and enhancing recognition.

**Realistic product demonstration.** Particularly useful for products that don't exist yet. CGI can bring to life a future residential complex, strengthening [**marketing promotion channels**](https://altcraft.com/en/features/omni-channel-marketing). The visual representation of a product is the first thing users notice in the digital environment.

**Budget savings.** While CGI creation can be costly, in some cases, it's more economical than live shooting. It eliminates the need to assemble a large team for on-location shoots, providing the flexibility to create backgrounds digitally and film people in a studio.

**Ethical considerations.** High-quality CGI design is realistic enough to replace people and animals in a frame, sparing them from the potential discomfort of real filming. Representing animals like dogs, cats, tigers, bears digitally can be indistinguishable from real footage, avoiding stress for the animals and preventing brand audience backlash.

## How CGI advertising is created

Typically, a whole team collaborates on a CGI project, including animators, artists, 3D modelers, visualization experts, motion designers, CGI illustrators, and other specialists.

### Stages of CGI creation

To produce a CGI video, several stages need to be completed.

<Table>
| Stages | Description |
| ------ | ------ |
| Script writing | The first stage is coming up with an idea, which is turned into a frame-by-frame script. |
| Modeling | A model of an object is created that looks like a geometric figure with many faces. |
| Texture refinement | Textures are drawn on the object that they would have if they were real. |
| Working out the details (rigging) | Work out the light and shadows in the image to bring their appearance closer to more realistic ones. |
| Final assembly (compositing) | All created layers are merged and the final clip appears. |
</Table>

## CGI clips in advertising: examples

The most impactful and WOW-worthy advertising created with CGI often involves the appearance of impossible or challenging-to-implement objects in the real world. Such advertisements often leave viewers questioning whether [**video graphics**](https://altcraft.com/blog/video-marketing-for-brand-promotion) were used or if the brand actually crafted a gigantic installation.

### Jacquemus

In the spring of 2023, the Jacquemus brand had [**Bambino design handbags**](https://youtu.be/mnDNAv9HBSM?si=qAojI5fMm-VLnLt-) roam the streets of Paris instead of trams. The video turned out highly realistic and went viral. Global publications covered this advertisement, adding popularity to the company and the bag itself.

<Img
img="/uploads/viral_video_with_bambino_bag_by_jacquemus_89bbd72d46.png"
alt="Viral video with Bambino bag by Jacquemus"
/>

But the brand didn't stop there; in December, they released [**a series of CGI videos**](https://t.me/smmrus/10261) promoting the opening of stores in the mountain resort of Courchevel. The Jacquemus logo appears on ski lift cabins, on a snowboard carried by a diver, and even a Christmas tree with human legs skiing down the mountain.

<Gallery>
<GalleryItem
original="/uploads/courchevel_jacquemus_0c53329bb2.png"
thumbnail="/uploads/courchevel_jacquemus_0c53329bb2.png"
/>
<GalleryItem
original="/uploads/snowboard_carried_by_a_diver_ee400c6d13.png"
thumbnail="/uploads/snowboard_carried_by_a_diver_ee400c6d13.png"
/>
<GalleryItem
original="/uploads/ski_lift_cabins_jacquemus_6524b70175.png"
thumbnail="/uploads/ski_lift_cabins_jacquemus_6524b70175.png"
/>
<GalleryItem
original="/uploads/mountain_resort_of_courchevel_b6354e246d.png"
thumbnail="/uploads/mountain_resort_of_courchevel_b6354e246d.png"
/>
<GalleryItem
original="/uploads/christmas_tree_with_human_legs_77bb0466f2.png"
thumbnail="/uploads/christmas_tree_with_human_legs_77bb0466f2.png"
/>
</Gallery>

### Maybelline

Maybelline launched a CGI advertisement for mascara. A famous double-decker red bus with eyelashes [**drove through the streets of London**](https://youtu.be/zyaKUXOkeng?si=1ZYl6gG9SoJvia4r), and a giant brush attached to a building combed the lashes. Lashes also appeared on the subway train.

<Gallery>
<GalleryItem
original="/uploads/cgi_advertisement_for_mascara_eececbb809.png"
thumbnail="/uploads/cgi_advertisement_for_mascara_eececbb809.png"
/>
<GalleryItem
original="/uploads/maybelline_mascara_08eab67150.png"
thumbnail="/uploads/maybelline_mascara_08eab67150.png"
/>
</Gallery>


### Barbie

The advertising campaign for the movie "Barbie" was complemented by [**a giant doll coming out of its box**](https://www.youtube.com/watch?v=HNjqq8FJiVw) in Dubai near the Burj Khalifa skyscraper. Although the film featured many real locations, this appearance of Barbie only intensified interest in the project.

<Img
img="/uploads/advertising_campaign_for_the_movie_barbie_2132e2c4f5.png"
alt="Giant Barbie doll coming out of its box in Dubai"
/>

### L'Oreal

Another well-known cosmetic brand [**created road markings**](https://youtube.com/shorts/d5qAC300swc?si=bsSu-bSZ-n5XHwX1) in Paris using a retro car carrying red lipstick on its roof.

<Gallery>
<GalleryItem
original="/uploads/retro_car_carrying_red_lipstick_96c1fa280a.png"
thumbnail="/uploads/retro_car_carrying_red_lipstick_96c1fa280a.png"
/>
<GalleryItem
original="/uploads/retro_car_loreal_ffaa111acb.png"
thumbnail="/uploads/retro_car_loreal_ffaa111acb.png"
/>
</Gallery>

[**The advertisement for the brand's cream**](https://youtube.com/shorts/P0n-Ky029hA?si=GgJ2S0BJKnZFOgIX) became even more impactful as it showed a statue of Liberty holding and applying the cream to her face. Interestingly, before using L'Oreal's product, the main symbol of the USA has pimples, and they instantly disappear afterward.

<Gallery>
<GalleryItem
original="/uploads/the_advertisement_for_the_brands_cream_4b78dfe2d8.png"
thumbnail="/uploads/the_advertisement_for_the_brands_cream_4b78dfe2d8.png"
/>
<GalleryItem
original="/uploads/statue_of_liberty_with_cream_5f95769610.png"
thumbnail="/uploads/statue_of_liberty_with_cream_5f95769610.png"
/>
</Gallery>

### Rebranding of M.Video


The branding agency Linii vividly and effectively showcased the new logo for the "M.Video" company. The new three-dimensional brand symbol [**flies over the river**](https://www.instagram.com/reel/C0gxEDSCtdl/?igshid=MzRlODBiNWFlZA==) in Moscow with a helicopter. People passing by appear to be capturing it as if taking a photo.

<Gallery>
<GalleryItem
original="/uploads/new_logo_for_the_mvideo_company_7ae5be0509.png"
thumbnail="/uploads/new_logo_for_the_mvideo_company_7ae5be0509.png"
/>
<GalleryItem
original="/uploads/new_three_dimensional_brand_symbol_03c950ca42.png"
thumbnail="/uploads/new_three_dimensional_brand_symbol_03c950ca42.png"
/>
</Gallery>

### DOM.RU

A giant robot [**flies**](https://vk.com/wall-42949290_10438581?w=wall-42949290_10438581) around Samara and other cities, installing routers on buildings in an advertisement for the internet provider. The storyline of the video is presented as a live broadcast, adding realism to the CGI-created content.

<Gallery>
<GalleryItem
original="/uploads/giant_robot_7704d35728.png"
thumbnail="/uploads/giant_robot_7704d35728.png"
/>
<GalleryItem
original="/uploads/robot_in_domru_c62a15e1ac.png"
thumbnail="/uploads/robot_in_domru_c62a15e1ac.png"
/>
</Gallery>

### Sberbank

In 2021, [**a video featuring Gena and Cheburashka**](https://youtu.be/KX-3xPPyzzc?si=MarlTFDgc0lVh-Zl) waving to passersby from a screen in "Moscow City" was released. They then exceed the boundaries of the screen. The video goes on to highlight the products of the Sberbank ecosystem.

<Img
img="/uploads/sberbank_ecosystem_234e64f560.png"
alt="CGI ad by Sberbank"
/>

### Coca Cola

In the Coca Cola commercial, [**artworks come to life**](https://youtu.be/VGa1imApfdg?si=e9we83qeSOb1AEhp) in a museum, and visitors walk around. Of course, this happens to pass the iconic bottle of soda to each other. The actions of the exhibits remain unnoticed by people in the hall.

<Gallery>
<GalleryItem
original="/uploads/coca_cola_commercial_391bb97b81.png"
thumbnail="/uploads/coca_cola_commercial_391bb97b81.png"
/>
<GalleryItem
original="/uploads/coca_cola_artwork_9e8bf161ce.png"
thumbnail="/uploads/coca_cola_artwork_9e8bf161ce.png"
/>
<GalleryItem
original="/uploads/museum_advertising_coca_cola_ef0a168e56.png"
thumbnail="/uploads/museum_advertising_coca_cola_ef0a168e56.png"
/>
</Gallery>

### Balenciaga

The brand Balenciaga, in collaboration with Fortnite, has created a digital clothing collection. Characters from the online game serve as models [**on 3D billboards**](https://www.youtube.com/watch?time_continue=14&v=2lXwSJVlcwc&embeds_widget_referrer=https%3A%2F%2Foohmag.ru%2F2021%2F09%2F22%2Fbrend-sozdal-svoj-sobstvennyj-czifrovoj-mir-mody%2F&embeds_referring_euri=https%3A%2F%2Foohmag.ru%2F&embeds_referring_origin=https%3A%2F%2Foohmag.ru&feature=emb_yt_watermark). For instance, the Doggo skin is dressed in the brand's clothing.

<Img
img="/uploads/balenciaga_fortnite_collaboration_330e36a8ba.png"
alt="CGI powered Balenciaga & Fortnite collaboration"
/>

### Pokemon Go

[**The Pokémon Go advertisement**](https://youtu.be/appsZyaDLn0?si=W6MgjBtAjhaobBBx) also appeared on a curved screen measuring 154 square meters in Tokyo. Popular game characters appear one by one, engaging in a short storyline. Objects seem to scatter beyond the screen borders.

<Img
img="/uploads/pokemon_go_cgi_b457811556.png"
alt="Pokemon Go CGI powered advertisement"
/>

### Alexander Wang Underwear

[**The video featuring a giant bra**](https://www.youtube.com/watch?v=-_Q93WbF1_k) hanging from a bridge in New York seems incredibly realistic. However, it's once again CGI, part of the advertising campaign for the Alexander Wang Underwear brand. Passing cars interact with the installation, creating doubt about its unrealness.

<Img
img="/uploads/giant_bra_4c94b9a605.png"
alt="A giant Alexander Wang Underwear bra above the bridge in New York"
/>

### Poison Drop

[**The jewelry brand Poison Drop**](https://www.instagram.com/reel/C00-oWFN6aH/?igshid=MzRlODBiNWFlZA==) announced the opening of a new store near Patriarch Ponds in Moscow with a CGI video on their Instagram* account. Initially, giant silver droplets appear on the street, dissolve, and then the Poison Drop sign descends on the building. The video includes moving cars and street noise for added realism.

<Gallery>
<GalleryItem
original="/uploads/poison_drop_66a9bc7e9d.png"
thumbnail="/uploads/poison_drop_66a9bc7e9d.png"
/>
<GalleryItem
original="/uploads/cgi_video_poison_drop_cf52bceedc.png"
thumbnail="/uploads/cgi_video_poison_drop_cf52bceedc.png"
/>
</Gallery>

## Summary

CGI (Computer-Generated Imagery) is a computer graphics technology for creating realistic objects and characters in video format. It can depict either an entirely digitally created world or individual non-existent elements in the real world. CGI has been utilized in the film industry for many years, and marketers have adopted this technology for advertising purposes.

These videos often evoke a WOW effect, realistically showcase products, and save costs compared to traditional filming, especially in challenging conditions with large production teams. Marketing strategies incorporating CGI provide an ethical means of content creation without using animals.

Specialized teams of CGI experts handle the creation of CGI advertisements, going through stages such as scriptwriting, modeling, texturing, lighting, detailing, and compositing.

* *Meta is a product of the company recognized as an extremist organization in Russia.*

CGI is a graphics technology for creating realistic objects and characters in videos in a fully digital world or as non-existent elements in the real world.

medium_cgi.png

small_cgi.png

thumbnail_cgi.png

cgi.png

About what CGI is, why to use this technology in marketing and show examples that have produced a WOW effect.

CGI, Definition, Examples & How to Apply It in Advertising

CGI: What It Is and How to Apply It in Advertising

<Img
img="/uploads/the_differences_between_cdp_and_others_systems_bfb5e0b8b8.png"
alt="The differences between cdp and others systems"
/>

Data is the fuel for marketing and sales. Every day, [**328 million terabytes of information**](https://explodingtopics.com/blog/data-generated-per-day#:~:text=According%20to%20the%20latest%20estimates,or%200.33%20zettabytes%20every%20day.) are generated. To navigate this vast stream of data and leverage it effectively, businesses require a Customer Data Platform (CDP).

Depending on a company's objectives, scale, and processes, various platforms are implemented: DMP, ESP, CRM, ERP, and CDP. Each of these platforms collects, stores, and organizes data.

In this article, we'll delve into what these abbreviations mean, identifying which among them is an automation system for marketing, where mass mailing services are provided, and why and when these platforms are beneficial for businesses.


## What is DMP

**DMP, or Data Management Platform,** is a system designed for collecting, structuring, and storing user data used in product and service promotion. It's a critical software for marketing.

**The DMP system stores** [**three types of data**](https://altcraft.com/blog/first-second-and-third-party-data):

- First-party data: information gathered directly from users and a company's own resources, such as email, orders, website visits, and more. 

- Second-party data: data on user behavior on partner sources like websites, apps, social media, among others. 

- Third-party data, considered external, is presented by aggregators. These third-party insights contain general audience information encompassing behavior, purchases, preferences, and more.


### When and why to use a DMP


- **Personalization.** Having ample customer data allows tailored presentations of product benefits that matter to each customer. Personalized offers increase advertising effectiveness and the chances of conversion. DMP [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) occurs for segments formed based on gathered information. 

- **Customer data management.** Having a surplus of information doesn't equate to successful marketing. A DMP effectively collects and organizes data to better understand the audience. 

- **Marketing budget optimization.** Proper data management enhances advertising campaigns and helps avoid working with low-yield channels. Essentially, the budget isn't spent blindly. Moreover, the volume of information in a DMP and its analytics capabilities provide insights for omnichannel promotion via marketing tools.


## What is ESP 

**ESP (Email Service Provider)** is a service designed for email marketing and other customer communications. This platform [**automates marketing**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) by managing the customer database and sending emails.

**The email service supports:**

- templates for emails; 

- sending emails to segments, including testing successful variations; 

- collecting addresses and information about open rates, clicks, [**spam reports**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters), and more.


### When and why to use a ESP


**ESP platforms are user-friendly and serve the following purposes:**

- **Simplify a marketer’s work by automating email campaigns.** Thanks to templates, sending emails becomes quick and doesn’t require specialized skills. Set it up once, then monitor and adjust email campaigns. 

- **Conduct effective marketing communications with customers.** Email service platforms regularly remind customers about the brand, offering new products, promoting deals, and re-engaging inactive users. ESPs also include analytics tools to evaluate the effectiveness of email sequences. 

- **Gather and organize an email database.** ESPs [**integrate with other platforms**](https://altcraft.com/en/features/integration) (e.g., social media) for direct acquisition of addresses from advertising campaigns. The client base is segmented internally. Additionally, email lists can be easily imported from other sources.


## What is CRM


**CRM (Customer Relationship Management)** is a system for managing relationships with users, gathering information at every stage of the customer journey. Based on this data, a customer profile or unified record is created. Essentially, it's [**an omnichannel platform**](https://altcraft.com/en/features/omni-channel-marketing) that stores the history of deals, customer calls, support inquiries, and more. It unifies and closely aligns marketing and sales efforts.

CRM systems in business vary based on the areas they serve: some are marketing-oriented, others handle sales department operations, there are industry-specific ones tailored for particular business sectors. Additionally, there are platforms that combine different functionalities.


### When and why to use a CRM


**CRM is used for:**

- **Tracking customer actions at each stage of** [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). All interactions are recorded and analyzed, allowing you to identify reasons for successful or unsuccessful paths to conversion. 

- **Automated collection of customer data.** CRM eliminates manual actions and spreadsheets; information typically enters the system through integrations and established automation processes. This speeds up work and reduces the risk of errors and duplicates. Data collection results in personalization. 

- **Efficient customer engagement.** CRM implements marketing and sales automation through reminders based on gathered data. The platform suggests when to call or send an email to engage with customers. This supports continuous communication and prompt issue resolution, crucial for fostering loyalty and increasing sales.


## What is ERP


**ERP (Enterprise Resource Planning)** is a platform that automates internal business processes and consolidates them in one place. It encompasses manufacturing, financial modules, integrates reporting, personnel management data, procurement, supply chains, among others.

An advanced ERP system can even synchronize with external partner networks. Enterprise resource planning is applied across various industries with specialized solutions.


### When and why to use ERP


- **Increase the speed and productivity of operations.** Processes are automated, freeing employees from routine tasks, providing time for strategic issues, reducing overload. 

- **Access real-time information at any given moment.** ERP serves as a system for managing customer data, employees, and departments, allowing quick and easy access to generate the required report rather than gathering information from scattered sources. 

- **Enhance business transparency.** When business processes are displayed in a single system, identifying operational failures and analyzing difficulties becomes easier. It serves as another control tool and enables swift responses to changes.


## What is CDP and what are its advantages over DMP, ESP, CRM, ERP


**CDP (Customer Data Platform)** is a system that gathers data from various channels for organization and unification. The software also creates a unified customer profile that contains contact information and details about their actions and orders.

**CXDP (Customer Experience Data Platform)** is an advanced version of CDP that retrieves information regarding user interactions from external sources. In CXDP, this functionality is implemented in a separate block, planning customer communications based on data.


### When and why to use CDP

[**CDP platform**](https://altcraft.com/en/features/cdp) is a tool to: 

- **Gather all customer data.** Personal information and behavior details across social media, websites, messenger apps, all linked to the CDP, accumulate within the customer profile, creating a comprehensive customer portrait.

<Img
img="/uploads/customer_digital_profile_724970456c.png"
alt="Customer digital profile"
src="Customer digital profile within Altcraft Platform"
/>

- **Manage communication channels in a single real-time window.** Through CDP, automation in internet marketing is achieved, enabling [**omni-channel communication**](https://altcraft.com/en/features/omni-channel-marketing). Email delivery systems, push notifications, SMS, and messaging apps are connected to a single platform, streamlined for marketers.

<Img
img="/uploads/automation_scenario_513dfbfddc.png"
alt="Automation scenario"
src="Automation scenario within Altcraft Platform"
/>

- **Personalize offerings.** Data volume and structuring serve as the foundation for detailed audience segmentation. Automated marketing becomes [**a data-driven approach**](https://altcraft.com/blog/data-driven-marketing): companies know what and when to offer a customer based on their order history, actions, and inquiries.

<Img
img="/uploads/audience_segmentation_91e79d55f0.png"
alt="Audience segmentation"
src="Audience segmentation in Altcraft Platform"
/>

- **Analyze outcomes and build effective marketing strategies.** CDP platforms offer extensive analytical functionalities to understand campaign responses, traffic sources, goal achievements, hindrances, and more, aiding marketers in refining their strategies.

<Img
img="/uploads/channel_report_on_campaigns_2766be3adf.jpg"
alt="Report in Altcraft Platform"
src="Report on Email in Altcraft Platform"
/>

- **Protect customer data.** With increasing system breaches and [**customer data leaks**](https://altcraft.com/blog/how-to-respond-to-data-breaches), ensuring the security of stored data is critical. [**On-Premises CDP platforms**](https://altcraft.com/en) are embedded within the business framework, making it nearly impossible to access confidential information, thus enhancing data security.

 
### Advantages of CDP over other systems


<Gallery>
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original="/uploads/advantages_of_cdp_over_dmp_96f23d2109.png"
thumbnail="/uploads/advantages_of_cdp_over_dmp_96f23d2109.png"
/>
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original="/uploads/advantages_of_cdp_over_crm_eb4d83d7de.png"
thumbnail="/uploads/advantages_of_cdp_over_crm_eb4d83d7de.png"
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original="/uploads/advantages_of_cdp_over_esp_29c9b86200.png"
thumbnail="/uploads/advantages_of_cdp_over_esp_29c9b86200.png"
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original="/uploads/advantages_of_cdp_over_erp_cf28ad9535.png"
thumbnail="/uploads/advantages_of_cdp_over_erp_cf28ad9535.png"
/>
</Gallery>


## Using CDP with the Altcraft Platform


The functionality of the CDP platform within the Altcraft Platform performs marketing and other tasks for companies: accelerating ad campaign launches, increasing sales, transitioning to omnichannel operations, and more. Let's explore some examples of positive impacts after implementing the system.


### Increasing an insurance company's profit

The AlfaStrakhovanie Group [**increased its profit**](https://altcraft.com/blog/alfastrakhovanie-increased-crm-marketing-profit) by 714% over four years thanks to the Altcraft Platform. The marketing automation platform integrated 15 communication channels for the company's CRM marketing initiatives. In the first year, the company's revenue grew by 42%, and by 2022, three years later, it increased by 98%.

CDP enhanced AlfaStrakhovanie Group’s customer communications, addressing challenges in audience retention, boosting engagement and repeat sales, and attracting new users.


### Cuva travel voucher service increased sales by 7%

Cuva, a company selling vouchers for stays in Russian hotels (date undisclosed), chose the Altcraft Platform to address their marketing needs. Through [**automated communication scenarios**](https://altcraft.com/blog/how-cuva-implemented-personalized-marketing-and-achieved-better-sales-results) (welcome emails, upsells, activation, and omnichannel campaigns), integrating Telegram, they managed to personalize offers. In 2022, their sales increased from 8% to 15%. The marketing automation system showed its best results in email campaigns, contributing to 54% of "Black Friday" sales.


### Online cinema accelerated campaign deployment 

The PREMIER service [**integrated the Altcraft Platform's CDP**](https://altcraft.com/blog/case-study-online-cinema-premier) to consolidate communication channels and ensure secure customer data storage. Configuring automated scenarios, broadcasts, trigger campaigns, and personalization increased Open Rates by 1.5 times and Click Rates by 2 times.

Managing all channels became easy and quick: marketers launched campaigns within one hour instead of the previous three-hour timeframe.


## Summary

DMP, ESP, CRM, ERP, and CDP systems play vital roles in managing data and enhancing a company's operations, each with its unique specifics.

DMP gathers first, second, and third-party data to shape marketing propositions. ESP is responsible for compiling databases and conducting email outreach. CRM encompasses the entire customer journey from sales contact to conversion. ERP serves as a tool for managing a company's internal resources.

CDP consolidates, structures, and unifies customer data into a unified profile, managing communication tools with the audience. This platform enhances marketing efficiency, automates processes, and personalizes offerings.

DMP, ESP, CRM, ERP, and CDP systems play vital roles in managing data and enhancing a company's operations, each with its unique specifics.

medium_the-differences-between-cdp-and-others-systems.png

small_the-differences-between-cdp-and-others-systems.png

thumbnail_the-differences-between-cdp-and-others-systems.png

the-differences-between-cdp-and-others-systems.png

About what CDP, DMP, ESP, CRM, ERP mean and why businesses need these platforms.

Vital Differences Between CDP and DMP, ESP, CRM, ERP

Understanding the Differences Between CDP, DMP, ESP, CRM, ERP

<Img
img="/uploads/new_year_marketing_bebbc2804c.png"
alt="New Year's Marketing"
/>

Every year, already at the beginning of December, cities are captured by New Year’s euphoria – shops are decorated with trees and themed decor, and brands launch holiday advertising campaigns both online and offline.

This time is called the “hot” season, especially in retail which traditionally remains the most important supplier of gifts. Before the New Year, receipts and sales amounts increase, and correct and timely marketing can multiply them.

Therefore, every year marketers choose which promotions to launch in December to finish the year effectively. In the article, we have collected examples of new brand campaigns that are worth paying attention to. Save ideas for your New Year’s marketing.


### Why New Year’s marketing is profitable

Consumers tend to make purchases faster before the New Year because they often have to choose gifts at the last moment. A profitable promotion can encourage them to make a purchase.

People are accustomed to New Year’s marketing and are already anticipating special offers from brands. Customers begin to look more carefully at the messages they receive through different marketing channels so as not to miss out the benefits.

Holiday marketing before the New Year provides an opportunity to simplify the choice of gifts for customers, specifically by suggesting ready-made solutions in email newsletters, via push notifications, or [**messengers**](https://altcraft.com/features/messengers). This can increase sales and customer loyalty, as customers will be grateful to the brand for saving their time.

New Year’s promotions and sales can attract new customers and bring back old ones. Therefore, developing a marketing strategy before the New Year is a crucial stage in business.


## The rules for a successful New Year’s marketing campaign

**1. Effective advertising is timely advertising.** Plan [**New Year’s promotions**](https://altcraft.com/blog/email-campaigns-about-promotions) in advance and take into account past results: identify peak sales periods, top-selling products, and the most successful promotions and content. This way you will find the best time to launch New Year’s advertising and avoid repeating mistakes.

**2. Evoke emotions and holiday atmosphere across all marketing channels.** Let the client feel the New Year’s mood. Use creative designs, heartwarming pictures, and videos associated with the holiday. Don’t be afraid to stand out.

**3. Keep New Year’s content light-hearted.** Avoid discussing serious topics. Share holiday life hacks, jokes, and offer games and interactives.

**4. Make personalized offers.** While customers often switch into buying mode during this season, [**personalisation**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) remains crucial. Your competitors are also running New Year’s advertising campaigns, competing for the same clients. And the automation of internet marketing will help you win. Plan promotions in advance based on the data that [**the CDP Altcraft Platform**](https://altcraft.com/) will collect for you, and conduct mailings in a single-window mode.

## Examples of New Year’s advertising campaigns from brands

### Promotions and discounts

The simplest but still relevant solution for the New Year’s campaign is to reduce the price of your products. It’s important that the discounts are significant for the client.
For example – the New Year’s discount calendar from SberMarket.

<Img
img="/uploads/discount_calendar_from_sbermarket_6535555d2d.png"
alt="Discount calendar from SberMarket"
/>

SberMarket also offers ready-made product selections for the New Year.

<Img
img="/uploads/ready_made_product_selections_96e1eac956.png"
alt=" Ready-made product selections by SberMarket"
/>

### Selections of images and gifts

Online stores place special holiday selections on the front pages of the site to simplify the choice of a gift or New Year’s image. For example, the Street Beat store put up a special selection of gifts for various interests.

<Gallery>
<GalleryItem
original="/uploads/holiday_selections_539d778d2c.png"
thumbnail="/uploads/holiday_selections_539d778d2c.png"
/>
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original="/uploads/streetbeat_holiday_selections_1aa1431a9e.png"
thumbnail="/uploads/streetbeat_holiday_selections_1aa1431a9e.png"
/>
</Gallery>

### Countdown

Waiting for New Year’s Eve is a tradition, and for marketers it’s another technique to remind customers to buy gifts. The brand’s website launches a countdown to the days until the New Year. For example, Yves Rocher company.

<Img
img="/uploads/yves_rochers_website_countdown_872c72aacf.png"
alt="Yves Rocher company"
/>

### New Year’s decoration

The easiest thing to do for New Year’s marketing is to add thematic design to the site, application and banners. Let’s consider an example of how the Gold Apple store created a game with thematic design in the application and on the website.

<Img
img="/uploads/the_gold_apple_game_with_thematic_design_81ddd3acd5.png"
alt="The Gold Apple store created a game with thematic design"
/>

### Interactive

Games, predictions, and other entertainment content with which you can interact. It attracts attention and engages users. The “Myth” publishing house invites you to go on a trip and follow the path of a hero. Open windows with gifts and pick up promotional codes.

<Img
img="/uploads/the_myth_publishing_house_path_of_a_hero_9f18d3f76f.png"
alt="The path of a hero by the “Myth” publishing house "
/>

### Raffles and gifts

On New Year’s Eve, we always hope for a miracle, such as winning a prize or receiving a gift from a brand. Big companies with their ecosystems reach a large audience at once and take into account different interests. For example, the Reiss store organized a 12-day drawing of their brand’s gifts.

<Img
img="/uploads/the_reiss_brands_gifts_f98845c720.png"
alt="The Reiss store organized a 12-day drawing of their brand’s gifts"
/>

<Img
img="/uploads/reiss_store_organized_gifts_31590da61d.png"
alt="The Reiss store organized a 12-day drawing of their brand’s gifts"
/>

### Nostalgia

New Year is the time to sum up and immerse yourself in memories. That’s why nostalgia is involved in holiday marketing here. Spotify has a cool feature to sum up your listening history.

<Img
img="/uploads/sum_up_your_listening_history_by_spotify_cfafef5d7c.png"
alt="Spotify has a cool feature to sum up your listening history"
/>

### Useful content

Before the New Year, it’s not necessary to share recipes and films for the holidays. Educational content is also suitable for the New Year’s campaign, the main thing is to keep it light. The Higher School of Economics invites you to watch interactive videos about artificial intelligence.
 
<Img
img="/uploads/interactive_videos_about_artificial_intelligence_5a95fdb059.png"
alt="Interactive videos about Artificial Intelligence by HSE"
/>


### Offline advertising

Every year, city streets, malls, and company offices are decorated for the holiday to create a New Year’s mood. This decor attracts attention and increases brand awareness because people like to take pictures with bright installations.
Chanel has beautifully decorated the facade of building in Paris this year.

<Img
img="/uploads/decorated_the_facade_of_building_chanel_261d0d11cc.png"
alt="Chanel has beautifully decorated the facade of building"
/>

Also, consider an incredible installation on the facade from the Dior brand.

<Img
img="/uploads/facade_from_the_dior_brand_1849622031.png"
alt="Installation on the facade from the Dior brand"
/>

## Summary

New Year is not only a time of miracles but also creative marketing campaigns and increased sales. People start to buy more actively and become more loyal to brands. Therefore, businesses should consider promotions, discounts, and other ways to attract customers and encourage gift purchases.
Effective marketing for the New Year is the one that is thought out in advance. It’s important to create emotions and a holiday atmosphere, provide light-hearted content, and personalize offers.
The main formats of holiday advertising campaigns include sales with significant discounts, selections, interactives and prize draws. It’s also important to decorate both offline and online brand resources for the New Year to capture attention.

In this article, we talk about examples of new brand campaigns that are worth paying attention to and saving ideas for your New Year's marketing

medium_new-year-marketing.png

small_new-year-marketing.png

thumbnail_new-year-marketing.png

new-year-marketing.png

About which brand New Year's campaigns are worth paying attention to.

Holiday marketing before the New Year, bright brand campaigns

The New Year’s Marketing: Bright Examples of Brand Advertising Campaigns

<Img
img="/uploads/digital_marketing_b059d225a4.png"
alt="Digital Marketing Trends '24: Personalization, AI, and More"
/>

While artificial intelligence continues to integrate into digital marketing, the trends in 2024 will shift towards human-centric approaches. Technologies will remain fundamental to online promotion but will serve as assistants to marketers in content creation, forecasting, and intensified personalization.

The upcoming year's trends will focus on user engagement and building customer relationships. Digital promotion will become more targeted and thought-out.

Let's delve into the specifics of digital marketing in 2024.

## Human-centricity

The use of robots for content creation and user communication was meant to streamline marketing efforts and enhance brand positioning. However, it often leads to the opposite effect: people become less engaged when they realize that the text was authored by artificial intelligence or the image was generated by [**a neural network**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life). According to research findings, [**over half of users**](https://hootsuite.widen.net/s/mgqjjznhsx/hootsuitesocialtrends2024_report_en) react this way.

Furthermore, there's a growing amount of information inundating audiences with offers and news, leading to fatigue.

Therefore, in the coming year, brands should shift focus from pressuring customers with constant 'buy' messages to building trustful communication—creating emotions and demonstrating values. This approach can help establish a strong connection with the audience.

## Personalization 

Consumers [**expect**](https://www.statista.com/statistics/1415837/customer-expectations-for-better-personalization-worldwide/#:~:text=Circumstances%20under%20which%20consumers%20expected%20better%20personalization%20worldwide%202023&text=In%202023%2C%20around%20three%2Dquarters,more%20personal%20data%20with%20businesses.) brands to intensify [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) due to technological advancements and increased spending on companies' products. Therefore, individualized approaches will strengthen in 2024.

Offers based on purchase history, customer preferences, and online behavior are set to become the norm for brands aiming to remain relevant and retain their audience. Flexibility and omnichannel presence are also crucial: communication channels must be convenient for customers.

An added benefit will be personalization in offline touchpoints, where a salesperson can access information about a customer's orders when they visit a store.

In online personalization, the accuracy of offers sent through email services and messaging platforms will increase.

## Advertising within marketplaces and apps

Major retailers, marketplaces, and aggregators are already positioning themselves as comprehensive advertising platforms and are creating their own retail media. They publish brand advertisements and generate revenue not only from listing products on their platforms.

Various formats are used: simple banners, story posts, articles, reviews. For instance, on Facebook Marketplace (owned by Meta, deemed extremist in Russia), paid-promoted items appear among general product listings.

<Img
img="/uploads/advertising_within_marketplaces_1a1242838f.png"
alt="Advertising within marketplaces"
/>

This format will continue to evolve because advertising in online sales points is effective: marketplaces attract people who are already prepared to make a purchase.

## Interactivity 

Content that users interact with enhances engagement, increases viewing time, and drives users through [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). Interactivity is a way to stand out in the information flow.

This method of promotion in digital marketing will remain relevant in the upcoming year. Interactive formats include quizzes, surveys, and animations that respond to user actions.

<Img
img="/uploads/social_media_game_from_a_brand_b5f2e48294.png"
alt="Social media game"
src="An example of a social media game from a brand"
/>

## Marketing technologies

Machine learning, AR, VR, artificial intelligence, and neural networks are making headlines in the marketing world every day. These are new tools that generate text, create designs, and produce images and videos.

Machine learning tools predict trends and consumer behavior, AI processes customer information and identifies patterns. The integration of these technologies is unstoppable, so automation in marketing will remain relevant in the coming years and beyond. For instance, the AI technology market for marketers is projected [**to reach $145 billion**](https://www.precedenceresearch.com/artificial-intelligence-in-marketing-market) by 2032.

[**Chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) will become smarter, capable of engaging in more effective real-time dialogues. This will expedite issue resolution for customers and increase loyalty.

[**Voice search**](https://altcraft.com/blog/voice-search) will become more sophisticated, changing the approach to SEO optimization. Brands will need to incorporate long-tail keywords and even entire phrases mirroring natural speech into their content.

Another trend in the coming year is CGI advertising, where realistic, oversized brand products are inserted into real-world videos using computer graphics. For instance, in a Jacquemus brand ad, a bag might replace a tram traveling through the streets of Paris.

<Img
img="/uploads/jacquemus_brand_281d7aed38.png"
alt="Jacquemus brand ad with a bag traveling around Paris"
/>

## Data security

In 2023 alone, Russia experienced dozens of data breaches from databases of major companies. Such incidents decrease user trust. In 2024, threats to personal information will increase, making secure data storage a priority for companies.

While a few years ago, brand claims about preserving customer information were not frequently part of advertising promises, today, it has become an essential element of promotion.

This trend is also associated with policy changes regarding data collection ([**GDPR**](https://gdpr-info.eu), [**CCPA**](https://learn.microsoft.com/en-us/compliance/regulatory/ccpa-faq)). Obtaining third-party information from browsers and other sources has become more challenging. Therefore, brands are emphasizing [**first-party data**](https://altcraft.com/blog/first-second-and-third-party-data) collected directly from customers.

## Continuing diversity trends 

The world continues to embrace diversity — recognizing individuals of different genders, ages, nationalities, and health conditions while advocating against discrimination. This trend is evident in brand content. Photos now feature not only models with ideal figures and faces but also ordinary people we encounter in our daily lives. This trend is especially pertinent for the female audience, which has historically faced stringent beauty standards — slenderness, youthfulness, and smooth skin.

Diversity will persist and expand the audience for brands willing to engage with various people in their advertising.

For instance, on the Victoria's Secret account, known for its flawless "angel" models, there are now women of different body sizes. Likewise, the jewelry brand Viva la Vika showcases the hand of a mature woman to display one of its accessories, indicating an orientation towards diverse age groups.

<Gallery>
<GalleryItem
original="/uploads/diversity_trends_by_victorias_secret_587cdfa425.jpg"
thumbnail="/uploads/diversity_trends_by_victorias_secret_587cdfa425.jpg"
/>
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original="/uploads/diversity_trends_by_vivalavika_6266060a6c.jpg"
thumbnail="/uploads/diversity_trends_by_vivalavika_6266060a6c.jpg"
/>
</Gallery>

## Influencer marketing

Promotion through bloggers and other influencers is gaining momentum. [**The influencer marketing**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy) market reached [**$21.1 billion**](https://influencermarketinghub.com/influencer-marketing-statistics/) in 2023, a significant increase compared to [**$16.4 billion**](https://influencermarketinghub.com/influencer-marketing-statistics/) in 2022.

The trend of collaborating with micro-influencers—individuals with a small but engaged audience—will continue. Zoomers (users born in the 2000s and 2010s) are actively entering the online space and becoming bloggers themselves.

At the same time, advertising by bloggers is becoming more and more native: it is integrated into the content, sometimes into story clips.

<Gallery>
<GalleryItem
original="/uploads/collaborating_with_micro_influencers_6df2216326.png"
thumbnail="/uploads/collaborating_with_micro_influencers_6df2216326.png"
/>
<GalleryItem
original="/uploads/promotion_through_bloggers_3cfc0d9187.png"
thumbnail="/uploads/promotion_through_bloggers_3cfc0d9187.png"
/>
</Gallery>

More influence will be wielded by influencers who don't position themselves as bloggers but have an audience. The goal for these individuals isn't to profit from their media presence but to create content. Hence, their recommendations are trusted more.

## Video content

The speed of content consumption favors [**the video format**](https://altcraft.com/blog/video-marketing-for-brand-promotion), which is easy to watch on the go, holding just a phone. All major social media platforms have introduced separate feeds for vertical videos: YouTube Shorts, VK Clips, Reels on Instagram (owned by Meta, prohibited in Russia), as well as on “Dzen”. Telegram launched 'Stories', where users can upload short video clips.

<Gallery>
<GalleryItem
original="/uploads/marketers_advertising_in_video_content_a6d0d24eb1.png"
thumbnail="/uploads/marketers_advertising_in_video_content_a6d0d24eb1.png"
/>
<GalleryItem
original="/uploads/influencers_mastered_video_content_57895a5c4d.png"
thumbnail="/uploads/influencers_mastered_video_content_57895a5c4d.png"
/>
</Gallery>

In the future, brands will continue adapting their content for short videos. Today, videos feature product reviews, [**storytelling**](https://altcraft.com/blog/let-the-client-feel-like-a-hero-how-storytelling-works), and user tutorials. Major YouTube creators promote their longer horizontal videos through short-form content like Shorts.

Storytelling is gaining momentum — it's a method of engaging and intriguing the audience while promoting products through video narratives.

<Img
img="/uploads/marketing_by_Kate_Spade_handbags_120a80e82f.png"
alt="Marketing by Kate Spade handbags and accessories"
src="Example of marketing by Kate Spade handbags and accessories"
/>


Kate Spade New York is a good example of storytelling. The series follows Anna Kendrick's escapades in a hotel, integrating the brand's products seamlessly. Throughout, she exclusively features Kate Spade handbags and accessories. This fictional narrative effectively promotes the brand while entertaining the audience, showcasing how a relatable storyline and credible portrayal can enhance brand credibility.

Long-form videos will remain a tool for digital promotion as well. [**Billions of hours**](https://www.demandsage.com/youtube-stats/#:~:text=YouTube%20has%20more%20than%202.70,via%20its%20Website%20and%20Apps.) of YouTube video views prove that the familiar horizontal format isn't going anywhere.

## Conclusion

In 2024, digital marketing will become more human-centric: brands will shift focus towards building trusting relationships and pay more attention to customer experience. Personalization will reach new levels. There will be increased emphasis on the security of personal information that customers entrust to brands.

The backbone of digital marketing will continue to be AI, AR, VR technologies, neural networks, and machine learning, necessary for content creation and data processing.

Influencers remain influential. Bloggers with smaller audiences will become more appealing to advertisers.

Vertical videos continue to gain popularity for their easy consumption, but long-form videos will remain popular too. Brands will continue launching interactive ad campaigns to engage users and actively advertise on marketplaces.

In 2024, marketing gets more personal, prioritizing trust, security, and AI-driven technologies. Influencers, vertical videos, and interactive ads shape brand strategies.

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In this article we will look at what trends await us in marketing in 2024.

Digital Marketing Trends '24: Personalization, AI, and More

Digital Marketing Trends for 2024

<Img
img="/uploads/neural_networks_8668b76426.png"
alt="Neural Network Hallucination, Types, Causes, Mitigation"
/>

Almost every day, there are news reports about the achievements of neural networks. ChatGPT, Midjourney, and others are highly popular and frequently searched on Google Trends. It may seem like neural networks can already do everything, and humans should prepare for unemployment in the near future.

Machines indeed solve many problems, but their "brains" are not perfect yet. Creativity is entirely beyond the reach of robots. Frequent hallucinations in artificial intelligence make it an unreliable replacement for humans, especially in fields where human safety and health are at stake.

Let's explore why and how neural networks make mistakes and how to reduce their hallucinations at the user level.

## How neural networks make mistakes and why

### Opacity of results

It's impossible to explain the underlying principles by which a neural network generates a specific result. Although we understand [**the principles of its operation**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life), the "thought process" of a robot remains a black box. For example, you show an image of a car to a neural network, and it insists it's a flower. Asking why it arrived at that result is futile.

While such errors might be amusing for an average user, the unpredictability can have unpleasant consequences for business processes.

This lack of transparency can pose a problem for any business that aims to communicate openly with customers, explaining reasons for rejections and other company actions. Social media and various platforms that rely solely on automated moderation are particularly at risk.

For example, in 2021, Facebook's* artificial intelligence (using neural networks as its data processing method) removed user posts featuring historical photos of a Soviet soldier with the Victory Banner over the Reichstag. The neural network deemed it a violation of community rules. The company later apologized and explained that, due to the pandemic, many content moderators were not working, leading to the use of automated checks that resulted in such errors.

Similar issues in AI moderation were reported on YouTube. During the pandemic, neural networks became overly zealous, removing twice as many videos for inappropriate content as usual (eleven million). Of these, 320 thousand were appealed and reinstated. Thus, the digital world still relies on human intervention to address these challenges.

### Discrimination by neural networks

Sometimes, artificial neural networks exhibit unfair behavior towards individuals of a certain nationality, gender, or race, especially in the fields of business and law enforcement.

In 2014, [**Amazon's AI**](https://www.reuters.com/article/us-amazon-com-jobs-automation-insight-idUSKCN1MK08G) assessed responses to job descriptions and consistently assigned lower scores to female candidates. As a result, female applicants were more frequently denied employment, despite the absence of objective reasons for such rejections.

In the United States, facial recognition systems have been known [**to incorrectly identify**](https://gizmodo.com/detroit-police-chief-admits-face-recognition-doesnt-wor-1844209113) a significant percentage of African Americans, leading to unjust arrests.

### Need for large volumes of data

The need for large volumes of data is a significant challenge for neural networks. They are data-hungry and require vast amounts of information for training, sometimes even personal data. Collecting and storing such data is neither straightforward nor cost-effective. When neural networks lack sufficient data for training, they tend to make errors.

For example, in 2022, drivers of right-hand drive vehicles [**started receiving fines**](https://lenta.ru/news/2022/05/23/shtrafy/) due to AI. The neural network couldn't distinguish between a person sitting in the seat and an empty seat, leading to fines for not wearing seat belts. Developers attributed this problem to data insufficiency. They explained that the AI needed a substantial amount of right-hand drive vehicle data to avoid errors. However, this doesn't guarantee accuracy, as AI can be confused by glares and reflections on cameras.

Sometimes, these cases can be comical. For instance, Tesla's autopilot system [**failed to recognize**](https://korzik.net/video/133351-tesla-mozhet-ponjat.html) a rare form of transportation – a horse-drawn carriage on the road. On other occasions, neural network glitches can be quite alarming. There have been instances where [**Tesla's system detected**](https://motor.ru/news/tesla-fail-13-01-2021.htm) a person in an empty cemetery, causing panic among drivers.

### Lack of definitive answers

Neural networks can sometimes struggle with tasks that a five-year-old child can easily handle, like distinguishing between a circle and a square. A child would accurately point out where the square is and where the circle is. In contrast, a neural network might say it's a circle with 95% confidence and 5% confidence that it's a square.

### Risk of hacking and deception of neural networks

Neural networks are susceptible to hacking just like any other systems. Hacking a network is almost like a scene from science fiction where the villain forces robots to go haywire. Indeed, knowing the weaknesses of a neural network allows manipulation of its operations. For instance, a car's autopilot might start running red lights instead of stopping for green.

In an experiment, researchers from Israel and Japan attempted [**to deceive a facial recognition neural network**](https://arxiv.org/abs/2109.06467) using minimal makeup, significantly reducing its accuracy. Prior to this, the network would malfunction in the presence of camouflage, glasses, or bright elements in the frame, but such disguises were highly noticeable. Therefore, this artificial hallucination was crucial to test whether simple makeup could confuse an AI, which was also developed using a neural network. However, poorly thought-out makeup did not induce any significant recognition errors.

In another demonstration, researchers from Toronto illustrated [**how a neural network could be hacked**](https://arxiv.org/abs/2106.09898) using simple symbols that are imperceptible to the user.

[**Since 2013, a vulnerability in neural networks has been identified**](https://arxiv.org/abs/1312.6199) – the adversarial attack, where a tiny amount of noise is added to an image. This causes the network to misidentify objects in the image, such as labeling a table as a car or a tree as a supermarket trolley. Even after a decade, there is no absolute solution to this problem.

### The complexity of neural networks

Like any complex system, neural networks are imperfect. They learn quickly and can process vast amounts of data, but they lack a complete analogue to human critical thinking. Although a neural network can challenge information and understand its mistakes, sometimes it simply "believes" in incorrect things and confuses facts, leading to the creation of its own fabrications. This tendency is especially pronounced when the initial information is derived from unreliable sources.

The complexity of neural networks and their aspiration to emulate human intelligence raise concerns in society. In March 2023, Elon Musk, the founder of Tesla and SpaceX, [**published a letter**](https://futureoflife.org/open-letter/pause-giant-ai-experiments/) requesting a six-month halt to the training of neural systems more advanced than the GPT-4 version. Over 1,000 specialists, including Evan Sharp, the founder of Pinterest, and Steve Wozniak, the co-founder of Apple, endorsed this statement. The number of signatures has now exceeded 3,000.

### Superficial assessment of information

When it comes to generating text, a neural network doesn't think metaphorically like a human; it merely uses statistics based on word usage and phrases. The system, in a way, predicts the continuation. It doesn't have the capability to conduct a deep analysis and find causal relationships in the text.

### Lack of uniqueness in results

Although a neural network is designed to generate new content based on a multitude of examples, there are instances where the robot might simply [**produce a slightly modified image**](https://arxiv.org/pdf/2301.13188.pdf) from its training data. In such hallucination scenarios, personal user data could inadvertently be included in images accessible to outsiders.

A probable cause for this error is attributed to the repetition of certain images in the training data.

### Neural networks do not understand human anatomy well

Often, images generated by various neural networks show extra or distorted fingers, additional hands, legs, or missing body parts, strange shapes for teeth, tongues, eyes, and more.

Neural networks particularly struggle with fingers, which may resemble animal paws more than human hands, and they often make errors in counting them. This is because the network processes images of people from various angles but lacks a deep understanding of how to anatomically position body parts like fingers, eyes, teeth, and so on, resulting in these kinds of images.

<Img
img="/uploads/Neuralnetworkhallucination_6e202446c3.jpg"
alt="Neural network hallucination problems with counting fingers"
src="When hallucinating, a neural network can generate a person with three fingers on their hand"
/>

<Img
img="/uploads/Neuralnetworkhallucination2_ab230210cb.jpg"
alt="Neural network hallucination produce pictures with strange eyes"
src="Generated image from several user photos that produced strange eyes"
/>

<Img
img="/uploads/Neuralnetworkhallucination3_0e192733c6.jpg"
alt="Neural network hallucination produce pictures with strange hands"
src="This photo is fine at a glance, but look at the hands"
/>

<Img
img="/uploads/anatomy_c566e22a74.jpg"
alt="Neural network hallucination produce pictures of knights with strange anatomy"
src="Here the neural network drew on-demand knights that turned out to have no eyes, not enough hands, and some don't even have feet"
/>

<Img
img="/uploads/creepycreation_b1c21b44b1.jpg"
alt="Neural network hallucination produce pictures with strange anatomy"
src="Sometimes the pictures generated by the neural network look kind of creepy. Like, for example, the kind of gnarled teeth that the monsters have."
/>

### Neural networks simply go mad


American researchers have found that [**certain neural networks**](https://altcraft.com/blog/what-distinguishes-chatgpt-bard-and-bing-in-the-world-of-marketing), such as ChatGPT and Midjourney, [**start hallucinating significantly**](https://petapixel.com/2023/08/11/ai-trained-on-ai-images-produces-terrible-results-study-finds/) after undergoing five training cycles. There's even a term for this phenomenon called Model Autophagy Disorder (MAD), where the results deteriorate with each new cycle of multiple training sessions.

Neural networks can sometimes be unpredictable. For example, in response to the query "Who was the sole survivor of the Titanic?" the neural network confidently provided the name of the supposed "sole" survivor and even shared some details about their life.


<Img
img="/uploads/wronganswerfromneural_84622eff6c.png"
alt="ChatGPT hallucinating"
/>


It's interesting to note that the neural network, when asked for sources in the subsequent query, promptly apologized for any misinformation and provided the correct information: that there were 705 survivors out of a total of 2224 passengers on the Titanic.


<Img
img="/uploads/correction_9404fb277d.png"
alt="ChatGPT corrects itself after hallucinating"
/>


Autonomous behavior was noticed in the MY AI chatbot from Snapchat, which once [**posted**](https://www.independent.co.uk/tech/snapchat-twitter-b2394029.html) an unclear photo in its stories. Users were alarmed by such behavior, and some even began to uninstall the app. Interestingly, initially, MY AI did not have the capability to create stories as part of its functionality. Hence, a small machine uprising occurred.

## Avoiding neural network hallucinations

Neural network developers are aware of these issues and are exploring solutions. For instance, [**OpenAI**](https://www.ixbt.com/news/2023/06/02/v-openai-pridumali-sredstvo-ot-galljucinacij-u-nejrosetej.html) has proposed a new method to combat hallucination. The idea is to reward the AI specifically for correct answers, not just any final outcome, encouraging the network to better verify facts. However, the problem is likely to remain relevant for a long time, as research is ongoing.

Despite these challenges, people continue to use neural networks and encounter difficulties. While the average user may not delve into the code, certain actions can improve AI outcomes.

**How to use neural networks to minimize hallucinations:**

**1. Be specific in your queries:** Avoid abstract tasks and provide clear, specific instructions. For example, instead of saying, "Write a text about fashion in 2023," say, "Write a text about fashion trends for the spring-fall season of 2023."

Paul McCartney reportedly used a method involving AI to collaborate on a song with John Lennon, who had long passed away. The same algorithm [**was applied**](https://www.cnet.com/tech/the-new-beatles-video-and-how-ai-is-helping-and-hindering-the-music-industry/) earlier in creating the documentary series "Get Back" about the legendary Beatles. Using neural networks with precise commands, they managed to separate Lennon's voice from the instrumental sounds.

**2. Provide more information:** Neural networks have vast knowledge from their training data, but understanding your request without context can be challenging. Explain your query in detail. For instance, if you expect a text about the Joker character in a Batman movie, specify that you mean "The Dark Knight" from 2008.

**3. Fact-check:** Verify the information provided by the neural network and point out errors if any.

For instance, in earlier versions of ChatGPT, it could be easily confused by questions containing deliberately unreal information:

<Img
img="/uploads/question_397bef3789.png"
alt="Neural network hallucinates, real example"
/>

The neural network confidently provides an answer even without understanding that a person cannot walk on water.

## Summary


Despite the high expectations for neural networks, they are far from perfect. Robots often make mistakes, providing incorrect information, generating strange images, misidentifying objects, and more. AI is also sometimes accused of discrimination and generating content that is not entirely original but slightly altered. In other words, they cannot operate without human supervision and corrections.

Hallucinations in neural networks occur due to the complexity of the system, the large volumes of data that need to be processed (and their insufficiency). The reasons behind decision-making are unclear, definitive answers are not always provided, and responses are often probabilistic. Additionally, neural networks are vulnerable to hacking, and they can sometimes go haywire due to frequent retraining.

To mitigate these issues, it is essential to provide clear and context-rich input to the neural network and always verify the results for accuracy.

**Facebook and other products by Meta are considered to be extremist and are forbidden in the Russian Federation.*

Neural networks may hallucinate, producing convincing but false outputs, raising concerns about the reliability of AI-generated information.

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Neural networks may hallucinate and produce convincing but false outputs. This leads to concerns about the reliability of AI-generated content.

Neural Network Hallucinations: Types, Causes, Mitigation

Neural Network Hallucinations: Types, Causes, and Mitigation

<Img
img="/uploads/brandbook_a6258239d4.png"
alt="Brand Book and Why Your Company Needs It"
/> 

A strong brand represents stability and consistent business revenue. To create one, it's essential to maintain a clear visual identity and messaging across all channels, allowing your audience to form a unified image of your company. This is where a brand book comes in. This document outlines all aspects of your brand, including its core values and visual identifiers.

A brand book is particularly crucial for larger companies with numerous employees and contractors, where the risk of inconsistencies is higher. In such cases, standardized guidelines for online and offline platforms, as well as communications, ensure a cohesive brand style.

In this article, we'll explain why a brand book is essential and what it includes, along with guidance on creating such a document.

## What is a brand book and why it is required 

A **brand book** is a document that describes the unique aspects of a brand, including its ideology, values, communication guidelines, and rules for visual presentation.

A **corporate brand** book serves as a guide for all employees and contractors involved in marketing communications in the public domain. Its primary purpose is to maintain a consistent brand image across all platforms, making it easily recognizable to the audience.

Often, people associate a brand book with a set of visual design rules, including guidelines for the logo, fonts, color usage, and so on. However, such a document is commonly referred to as a style guide, which is just one part of the broader brand book.

### Why a company needs a brand book

A brand book is a tool that standardizes a company's visual and textual communication, simplifying marketing management. Typically used by marketers, designers, and other employees who engage with the audience across online and offline platforms, a brand book streamlines and expedites work.

Additionally, a brand book proves handy for business expansion, such as opening new locations or franchises. With consistent rules in place, it becomes easier to manage even remote entities.

Another advantage of an official brand book is the expedited onboarding of new employees. They always have access to information about the company's mission, communication strategies, and visual identity.

## What's included in a brand book

A brand book typically contains the brand's philosophy, description of visual identifiers, and guidelines for using the corporate identity.

### Brand philosophy

In this section, the brand's mission, values, tone of voice, positioning, character, target audience, and brand history are described. This section reveals the brand's identity - the unique features that set the company apart from others.

<Img
img="/uploads/bb_image_1_f0935eefde.png"
alt="Brand mission from Unicef’s brand book"
src="Brand mission from Unicef’s brand book"
/>

### Visual attributes

This section covers the logo (all its versions) and other distinctive brand symbols, corporate colors, variations of the brand name, as well as specifying brand fonts and any patterns that the company uses.

<Img
img="/uploads/bb_image_2_48f41da472.png"
alt="Options to use American Red Cross logo"
src="Options to use American Red Cross logo"
/>

### Guidelines for working with the corporate identity

This is the most extensive section of the brand book (style guide), which provides detailed explanations on how to use the brand's visual elements across different mediums and resources. It outlines acceptable variations in color and shape for graphic elements, the design of marketing materials, documents, product packaging, stands, and more.

To precisely define the corporate identity, the brand book even regulates minor visual details, such as sizes, proportions, potential backgrounds, and the distance between the logo and other objects, e.g., clear space.

<Img
img="/uploads/bb_image_3_3f4f01cd60.png"
alt="Clear space of Adobe Photoshop logo described in its brand book"
src="Clear space of Adobe Photoshop logo described in its brand book"
/>

## How to use a brand book

A brand book is a practical tool. Work with this document step by step:

1. Identify the issue you need to address and choose the relevant section where a potential solution can be found. *For example, you might want to know if it's permissible to translate the logo into black and white colors.* 

2. Study the information in the document and take the necessary action — create a design, write content, or provide instructions to the responsible party. *In the brand book example, it allows for changing the color of the logo, but only within specific shades or hues.*

<Img
img="/uploads/bb_image_4_9706f928c1.png"
alt="Brand book of Scrimshaw permits to use certain color pattern for logo"
src="Options to use Scrimshaw logo colors permitted in its brand book"
/>

Once the task is completed, it's beneficial to cross-reference it with the document to avoid mistakes.

The use of a brand book is essential for:

- **designers:** they use it to create visual materials;
- **marketers:** it guides content and advertising development;
- **contractors:** when they need to align with the brand's style.

The document is also valuable for other employees who interact with clients because it's crucial for them to communicate in a way that aligns with the [**brand's values**](https://altcraft.com/about-company).

## How to make a brand book

Creating a brand book is a crucial task that involves brand managers, designers, and marketers (depending on the company's structure), or it can be outsourced to a specialized team.

The development of a brand book typically involves the following stages:

1. **Conduct research.** Start by researching your competitors to differentiate yourself. Understand their target audience, brand style, and unique features. 

2. **Define brand identity.** Clearly outline your brand's identity, including its mission, values, slogan, tone of voice, character, positioning, target audience (customer persona), and [**unique selling proposition**](https://altcraft.com/glossary/unique-selling-proposition-USP). This step establishes the brand's "essence" before moving on to its visual elements. It's a misconception that creating a logo and a visual style defines a brand; the brand's philosophy is essential. 

3. **Create and define brand elements.** Designers come into play here, working based on the brand's identity. This stage involves detailing all aspects of the brand's visual elements, such as the logo, colors, fonts, and other elements. It can be meticulous, specifying logo variations, colors, clear space (fixed distance from other objects), and minimum sizes. 

4. **Specify brand name usage.** Clearly outline how the brand name should be written, including format, size, whether quotes are needed, and whether it can be used in other languages. 

5. **Establish color schemes.** Set color schemes in various color models, including RGB, HEX, CMYK, and Pantone, for different applications, including digital and print media.

<Img
img="/uploads/bb_image_5_8c89fd4c35.png"
alt="Color breakdowns in brand book of American Red Cross"
src="Example of the color breakdowns of American Red Cross"
/>

6. **Select or develop fonts.** Choose or create the main font and any secondary fonts, specifying variations in style, size, font weight, alignment, and other parameters.

7. **Define document and brand presentation guidelines.** Outline rules for formatting documents and brand presentations to maintain consistency in visual style and content.

8. **Specify web element variations.** Provide variations of web elements like buttons, banners, and [**email signatures**](https://altcraft.com/blog/signature-in-emails). It's helpful to include visual representations of how these design elements should appear on both computer screens and smartphones.

9. **Show examples of offline materials.** Include examples of how the brand should be represented on offline materials such as business cards, banners, buildings, vehicles, and more.

<Img
img="/uploads/bb_image_6_74b1e555b6.png"
alt="Brand book of Hubspot gives the requirements concerning logo"
src="E.g., Hubspot provides requirements about how to use the logo in its brand book"
/>

10. Document Image Usage Rules: Detail guidelines for using graphics, photos, and patterns. 

<Note>
This description should be visual, clear, comprehensive, and easily understandable. A brand book can be formatted as a PDF document, a presentation, or hosted online on the brand's website; there are no strict criteria for the format.
</Note>

## Examples of companies’ brand books

The best brand guidelines are typically created by top-tier brands. Let's consider some examples.

### Google

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[**The Google brand book**](https://gingersauce.co/brand-books/google-brand-book/) is entirely dedicated to the standards for using the logo. It provides concise and thesis-like information on all the characteristics and technical details of:

- the logo, icons, and their official variations:

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- proportions and dimensions of the logo, including the standard minimum size of the logo:

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original="/uploads/bb_image_15_f5a7609c34.png"
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- the wrong way of using the logo:

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img="/uploads/bb_image_18_6706d12e6a.png"
alt=""
/>

- the brand’s official colors:

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original="/uploads/bb_image_19_d2ed973cb2.png"
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- and finally, fonts for the logo:

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### Tiffany & Co.

Tiffany & Co. has included nearly everything [**in its brand book**](https://ravinkhosravi.com/wp-content/uploads/2020/12/Tiffany-BrandBook.pdf), starting from the color scheme, logo and its usage, all the way to future plans and the portrait of the target audience.

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It's logical for a brand book to begin with the brand's history and mission. Of course, this would also include the iconic and legendary scene from the movie "Breakfast at Tiffany's" where Audrey Hepburn's character stands in front of the beloved jewelry boutique's window.

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The brand book also describes the key directions that the brand adheres to in its development journey.

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The brand book also includes technical specifications of the logo, provides examples of incorrect logo usage and color combinations, presents the correct color scheme, and specifies "Baskerville Old Face" as the correct font.

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A few words are mentioned about the products the company produces and how it expands its product line.

<Img
img="/uploads/bb_image_36_201134847c.png"
alt="Brand book page about products by Tiffany & Co."
/>

On today's date, many brands place a significant emphasis on the environment and nature conservation. Tiffany & Co. begins by describing the exceptional quality of the raw materials, such as diamonds, used in their jewelry. It then smoothly transitions from mining to environmental protection. The brand emphasizes that even their iconic blue boxes are turning green because they are made from recycled materials, and no forests are cut down for their production.

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They also mentioned their own interactive application that allows users to try on jewelry in real-time. The brand book also describes the brand's online presence, including its presence on social media and collaborations with notable individuals.


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original="/uploads/bb_image_44_4f491d18fc.png"
thumbnail="/uploads/bb_image_44_4f491d18fc.png"
/>
</Gallery>

### Skype

Skype's approach to presenting [**its brand book**](https://download.skype.com/share/blogskin/press/skype_brandbook.pdf) in a dialogue format is original. It allows the company to describe its philosophy through conversations, which can make the content more engaging and relatable to the reader. This approach can humanize the brand and create a more personal connection with its audience.

<Gallery>
<GalleryItem
original="/uploads/bb_image_45_5b0b0cc29e.png"
thumbnail="/uploads/bb_image_45_5b0b0cc29e.png"
/>
<GalleryItem
original="/uploads/bb_image_46_e4b57bc913.png"
thumbnail="/uploads/bb_image_46_e4b57bc913.png"
/>
</Gallery>


Using portraits of the target audience represented through characters and having them explain why they choose Skype is a creative and engaging way to connect with users. 

<Img
img="/uploads/bb_image_47_d8c2abb873.png"
alt="TA portrait in a brand book of Skype"
/>

Using dialogue bubbles in the brand book to represent the brand's color pattern is a clever and thematic way to reinforce Skype's philosophy of simple communication. It not only communicates the brand's identity but also visually aligns the brand book with Skype's mission and values.

<Img
img="/uploads/bb_image_48_acff7d131a.png"
alt="Color pattern in a brand book of Skype"
/>


### Audi

Audi's brand book, with its unique approach, compares the old and new styles of the brand. The document explains the reasons for the changes and demonstrates them visually. This type of brand book can be valuable in helping stakeholders and employees understand the brand's evolution and the rationale behind it.

<Gallery>
<GalleryItem
original="/uploads/bb_image_49_b3040e0a41.png"
thumbnail="/uploads/bb_image_49_b3040e0a41.png"
/>
<GalleryItem
original="/uploads/bb_image_50_41bacfb035.png"
thumbnail="/uploads/bb_image_50_41bacfb035.png"
/>
</Gallery>

The brand book showcases a simplified logo and changes in the brand's colors, which involve removing gradient variations.


<Gallery>
<GalleryItem
original="/uploads/bb_image_51_a86f9c81f3.png"
thumbnail="/uploads/bb_image_51_a86f9c81f3.png"
/>
<GalleryItem
original="/uploads/bb_image_52_7a3b519abb.png"
thumbnail="/uploads/bb_image_52_7a3b519abb.png"
/>
</Gallery>


Each value is described not only through text but also visually.

<Img
img="/uploads/bb_image_53_c890e96a8c.jpg"
alt="Description of values in Audi’s brand book"
/>

## Summary

A brand book is a document that describes the brand and compiles rules for working with its visual elements and communication. This document serves as a guide for employees and contractors such as marketers, designers, and new hires. The brand book's primary purpose is to maintain a consistent brand style across all platforms and media, creating a correct and recognizable image of the company in the eyes of the audience.

A brand book typically includes the brand's philosophy, visual identifiers, and guidelines for working with the corporate identity. It can be developed by an internal team or by external professionals.

A brand book is a guide that defines how a brand should look and communicate. It covers logos, colors, fonts, and messaging for brand consistency.

medium_brandbook.png

small_brandbook.png

thumbnail_brandbook.png

brandbook.png

Here are tips on how to create a brand book, and examples of how other companies do it.

Brand Book: What Is It & Why Your Company Needs It

What Is a Brand Book and Why Your Company Needs It

<Img
img="/uploads/ad_labeling_2857e33518.png"
alt="Advertising Labeling: Promotion Under New Rules"
/>

On September 1, 2022, the advertising market underwent significant changes due to amendments in the [**advertising law**](https://www.consultant.ru/document/cons_doc_LAW_58968/) that came into effect on that date. What changed is that all online advertisements promoting goods and services must now be labeled in a specific way. The aim of these changes is to make the advertising market more transparent and reliable for all its participants.

For a whole year, everyone prepared for the new rules, and as of September 1, 2023, penalties for the absence of proper labeling on advertisements have been activated.

According to a [**survey**](https://www.retail.ru/vote/78/) conducted by the Retail.ru portal in August of this year, 49% of respondents had just heard about this innovation and were planning to start understanding it. Now, the law on advertising labeling is fully in effect, and ignoring its requirements is no longer an option.

This article provides up-to-date information on the new rules, penalties, and where advertisements are automatically labeled.

## Advertising labeling and its meaning 

Advertising labeling is the process of registering all advertising campaigns in a unified resource, which includes obtaining a special identifier (token). Each marked post must contain information about the company promoting itself online.

All the information is submitted to the Unified Registry of Internet Advertising, which is monitored by the following authorities:

- Federal Antimonopoly Service of the Russian Federation; 

- Federal Tax Service of Russia; 

- The Federal Service for Supervision of Communications, Information Technology, and Mass Media.

Information about the advertising is only visible to these organizations and the creators and ordering customers. It is submitted online through a specified form in a personal account.


### Which ads are accurately labeled

In 2023, advertising labeling applies to all advertisements promoting something.

The law defines advertising as information:

- distributed through any communication channels, formats, and means; 

- targeting a certain (precisely unknown) audience; 

- intended to draw attention to products or services, create and maintain a high level of attention to them, and promote them.

However, informing customers about a company's operations or product variety is not considered advertising.

The following types of content fall under labeling: contextual ads, social media targeted ads, [**product-related videos**](https://altcraft.com/blog/video-marketing-for-brand-promotion), broadcasts, promotional posts, stories, podcasts, and other content with integrations, link and QR code placements, and collaboration with bloggers.

Reviews initiated by individuals are not considered advertising; they are classified as information.

**Example:**

*A female blogger went to a beauty salon for a hair coloring session that she paid for herself. Afterward, she wanted to share her impressions of the service and overall experience. During her storytelling, she mentioned the salon without encouraging others to go there or providing additional incentives (promocodes). Such a review is not considered an advertising announcement.*

It is permissible to publish information about your product or service range without labels if you don't highlight anything specific in terms of style. It's also essential to integrate them seamlessly into your content. Therefore, advertising labeling on the internet is not required in such cases. Links to your events, subscription-based resources, and similar content can be published without a token.

However, if a banner with a promotional offer is in a separate section on the website and includes a call to action for making a purchase, then it qualifies as advertising.

**Forget about labeling if you're publishing:**

- Product listings on an aggregator;
- Email newsletters;
- Descriptions of a company's activities and its products;
- Push notifications;
- Advertising inserts in TV broadcasts and radio;
- Social media videos and posts;
- Native integrations without a clear emphasis on the product.

**Example:**

*On a clothing brand's website, they have products listed with descriptions and prices; essentially it’s a product showcase where the store informs customers about its range. There's no need to mark these listings. However, if there's a banner on the website's front page that says "Up to 50% off the autumn collection," such an announcement cannot be published without marking.*

<Img
img="/uploads/markirovka_ne_nuzhna_5147a83b69.png"
alt="Product showcase needs no labeling according to new rules"
src="Product showcase needs no labeling according to new rules"
/>

## Proper marking advertising

Marking advertising according to the rules typically follows this process:

**Advertiser (or intermediary) → Advertising Data Operator (ADO) → Unified Register of Internet Advertising (URIA).**

<Note>
It's essential to decide in advance who (the clients, distributors, intermediaries) will go through this process; otherwise, everyone may be held legally responsible. Special agencies can submit documents on behalf of all participants, but only if there is a contract.
</Note>

Participants in an advertising campaign who may be penalized if something is done against the rules include:


<Table>
| Participants of ad campaigns | Description |
| ------ | ------ |
| **Offering customer (aka advertiser)** | It can be a business or an individual that is promoted through advertising. |
| **Advertisers (publishers)** | These are owners of online resources (website, blog, group in social networks), where they publish ads from customers for money or barter. |
| **Advertising platforms** | Platforms for publishing targeted and contextual advertising: Yandex services (Direct and others), VK, myTarget, etc. |
| **Mediators** | Special agencies, private individuals (freelancers), services to whom the rest of the campaign trusts the right to transmit information to the ADO. |
</Table>



## Rules for marking advertising: breaking it down step by step

What you need to do to launch advertising and sleep soundly:

1. Gather all the information about the advertising campaign, including the creative materials and texts, to send to the Advertising Data Operator (ADO). There are several official organizations that have received permission from the Federal Service for Supervision of Communications, Information Technology, and Mass Media for this activity. The client of the advertising or other participants in the campaign do this themselves (depending on the agreements).

The ADOs currently accredited by the Federal Service for Supervision of Communications, Information Technology, and Mass Media include: "Yandex," "MediaScout," "Ozon ADO," "First ADO," "VKontakte," "ADO-A," "ADO Development Laboratory."

**What to send to the ADO before publishing advertising:**

- description of the advertised product; 

- advertising format; 

- platforms for publication; 

- ad types (text, creative, video, audio); 

- data about the audience that will see the advertisement; 

- campaign duration or the date of the ad post; 

- contracts with all participants in the advertising campaign.

However, it's essential to first establish a contract with the ADO. Include details such as taxpayer identification number, participant company details, the contract itself, platforms where the ads will be placed, and costs.

Companies can delegate the task of providing information to a third-party organization or freelancer. In this case, a separate contract will need to be signed or amendments made to an existing one.

Some platforms have simplified this process by becoming ADOs themselves (such as "VKontakte" and "Yandex"). This makes it easier for companies to mark advertising on social media (specifically VK) and when launching context ads through Yandex.Direct. The client typically accepts the platform's offer and launches their ad promotions.

2. Obtain the advertising marking token (instantly generated by the ADO) and insert it into the advertising content (post, banner, etc.). This token is a label that includes the word "erid:" followed by a set of alphanumeric characters in Latin. Additionally, the advertisement should include the label "Advertising" and specify the company's information (the advertiser). Typically, this includes the legal entity name and the taxpayer identification number.

Example of the token:

<Img
img="/uploads/primer_tokena_v_markirovke_0a1208a0a8.jpg"
alt="Example of the token for ad labeling"
/>

If it's possible to add a link to a post, then this code is embedded within it. It would look something like this: **https://site.ru/?erid=NNN**

Another option is the AdChoice menu, which typically consists of three dots in the corner of the advertisement.

**NNN** represents a code made up of numbers and letters.


3. Generate a report for ADO about the campaign results, including impressions and the budget spent. Provide service reports and information about the platforms used within thirty days from the end of the month in which the advertising was displayed. The ADO will forward all this information to the Unified Register of Internet Advertising (URIA).

Example of advertising marking from VKontakte:

<Img
img="/uploads/markirovka_reklamy_v_vk_eabbaca1d3.jpg"
alt="Example of advertising marking from VKontakte"
/>

The identifier is placed within the AdChoice block, and at the bottom, the brand that launched the advertisement is indicated.

Here's another example where a marketing campaign is published with marking from a Telegram channel. In this case, the token is placed directly on the banner, and the company's name along with the taxpayer identification number is placed at the end of the post for compliance purposes.

<Img
img="/uploads/markirovka_v_telegram_kanale_80da55f653.jpg"
alt="Ad labeling, example of token on the banner"
src="Marketing campaign with token in the Telegram channel"
/>

<Img
img="/uploads/markirovka_inn_kompanii_748b3c9071.png"
alt="Ad labeling, example of taxpayer identification number at the end of post"
src="Taxpayer identification number at the end of post"
/>

This is what an advertisement in an advertising block on a media website might look like:

<Gallery>
<GalleryItem
original="/uploads/2_markirovka_v_reklamnom_bloke_6dac75a348.png"
thumbnail="/uploads/2_markirovka_v_reklamnom_bloke_6dac75a348.png"
src="labeled ads advertising block on a media website"
/>
<GalleryItem
original="/uploads/1_markirovka_v_reklamnom_bloke_5dac324d80.png"
thumbnail="/uploads/1_markirovka_v_reklamnom_bloke_5dac324d80.png"
src="labeled ads advertising block on a media website"
/>
</Gallery>

## Ad labeling on the most popular platforms 

### Yandex.Direct


Yandex [**has the right to issue tokens**](https://yandex.ru/support/direct/technologies-and-services/ad-labelingl.html) through its Advertising Data Operator. The service automatically adds the word "Advertisement" to ads and includes company information (such as the taxpayer identification number or other details). To allow the platform to do this, you only need to accept [**the offer**](https://yandex.ru/legal/oferta_direct/).

Yandex itself creates descriptions for advertising cards (including brand, product, and content) based on specified parameters. However, it's advisable to manually edit them if needed.

### VKontakte

VK Advertising [**automatically sends**](https://ads.vk.com/en/insights/marking-law) data to the Unified Registry of Internet Advertising because the social network has registered its Advertising Data Operator. If you launch advertisements independently through your personal account, no additional information is required. However, when using an agency account, you will need to accept the offer and fill in the necessary fields. Agencies should also add reports on their work with clients to the platform.

### myTarget

This platform uses the ADO of the company "VKontakte," so sending information to the Unified Registry of Internet Advertising is also automated here. Advertisers will need to accept the offer and create ads.

### Telegram Ads

Telegram's advertising platform does not provide automatic marking, so you'll need to follow these steps manually:

- Fill in your brand information in Telegram Ads; 

- Generate a token (any ADO will work); 

- Add the label to your ads; 

- When the campaign is completed, create reports for the operator on your own.

## How much you will be fined for not labeling an advertisement

The fines for the absence of advertising labeling will now be enforced. Starting from the beginning of autumn, you can be penalized if your advertisements do not contain marks indicating registration in the operator's database.

Fines can also be imposed for incorrect data. Previously, no fines were applied during the transitional period.

The amount you will have to pay depends on your status: companies, individual entrepreneurs, and officials will face different penalties.

<Table>
| Who pays | Penalty in rubles |
| ------ | ------ |
| Individual person | 30000–100000 |
| Legal entity | 200000–500000 |
| Public official | 30000–100000 |
</Table>


If the advertisement is unlabeled, then:

<Table>
| Who pays | Penalty in rubles |
| ------ | ------ |
| Individual person | 30000–100000 |
| Legal entity | 200000–500000 |
| Public official | 100000–200000 |
</Table>


Operators can also be fined if they fail to provide information or if the information they provide is incorrect.

<Table>
| Who pays | Penalty in rubles |
| ------ | ------ |
| Public official | 100000–200000 |
| Legal entity | 300000–700000 |
</Table>


**What if the advertisement was launched before September 2023?** There will be no fines for such ads. For articles with advertising, there must be a publication date, otherwise, it will be impossible to justify the absence of marking.

### How businesses should adapt to the new marking system

The 2023 law on advertising marking cannot be repealed, so businesses have no choice but to adapt and get used to the new way of working.

**What's important for companies:**

- Register within the Unified Registry of Internet Advertising through "Gosuslugi" (a government services portal). 

- Study the changes in the rules of advertising platforms and provide the necessary information according to their requirements. 

- Modify contracts with intermediaries if you work with them.


## Some features in the rules for marking advertising announcements

- Only advertising that circulates in Russia is marked. Moreover, even foreign companies must register their ads if they are promoting themselves within our country's territory. However, if a Russian business is advertising on a foreign market, no marking is required. In this case, it is also permissible to promote through Russian services without registration. 

- For online broadcasts, tokens can be obtained after their publication. Then, the identifier will appear in the description. 

- Each creative is assigned a separate unique label. It is not allowed to copy the same ID for all at once. 

- Barter transactions are also marked according to the general rules.

## Conclusion

Advertising that circulates within the territory of the Russian Federation is now registered in a single resource – the Unified Register of Internet Advertising.

This information is sent there by advertising data operators. Starting from September of this year, marking of advertising is inevitable for any business that is promoting itself in Russia.

Any advertising is marked with special symbols (the ADO generates a token), the mandatory word "Advertisement," and customer data. When the campaign period ends, the ODA must provide a report on the ad impressions, budget, and work performed (via acts).

Mandatory advertising marking is a new headache, as it is likely to be closely monitored. Ignoring reporting deadlines and improperly documenting advertising information carries the risk of fines ranging from ₽10,000 to ₽700,000.

Advertising labeling involves registering all ad campaigns in a centralized resource using a unique identifier, or a token.

medium_markirovka-reklamy.png

small_markirovka-reklamy.png

thumbnail_markirovka-reklamy.png

markirovka-reklamy.png

In this post, you will find up-to-date information on the new rules, penalties, and where advertisements are automatically labeled

Advertising Labeling: How to Promote Under New Rules

Advertising Labeling: Promotion Under New Rules

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