Nowadays, marketers use different channels to interact with their customers:

- offline interaction: face-to-face and telephone consultations;
- online communication: email, SMS and push notifications, messengers and social networks, chatbots, mobile applications, and websites.

There may be dozens of such touchpoints, and each of them provides new data about customers. How to organize all this data?

[**Being a CDP**](/features/cdp), Altcraft Platform identifies the user through any channel of interaction and consolidates customer data in a single profile.

A digital profile is generated for each customer who enters the [**database**](https://altcraft.com/help-center/get-started/how-to-create-a-customer-database). It is a page that displays customer data and their participation in marketing campaigns.

## How to view a customer profile

Go to the «Profiles databases» section and click the icon that represents a database that contains a customer you are looking for.

<Img
img="/uploads/view_profiles2_ff07818f72.png"
alt="View profiles in a database"
/> 

You will see a list of all customers in this database. Select one of them by clicking on the first and last name.

<Img
img="/uploads/list_of_profiles_59c8ebb1f5.png"
alt="List of profiles in a database"
/> 

The customer digital profile will open:

<Img
img="/uploads/digital_profile_2_9f440fec86.png"
alt="Customer digital profile"
/> 

## How to work with a digital profile

You can upload the customer's avatar and download their personal data:

<Img
img="/uploads/photo_and_personal_data_9af5b13e5e.png"
alt="Photo and personal data"
/>

Profile data is divided into 6 tabs:

1. **Main**: the most frequently used profile information
2. **Personal**: demographic data (first name, last name, date of birth, gender)
3. **Contact details**: telephone numbers, email addresses
4. **Registration**: opt-in information confirming the legitimacy of communication (date, IP address, city, country, link, provider)
5. **Tracked**: data collected at the time of the customer's last activity (IP address, city, country, region, postcode, time zone)
6. **Additional fields**: custom database fields with business information

When you open a customer profile, the Main tab opens by default. Set up the fields displayed in it by clicking the icon in the upper right corner of the tab. You can also pin any of the tabs as the main one, or even create your own tab with information you need - just click the icon above and change the settings.

Besides, you can change the [**global status of the profile**](https://altcraft.com/help-center/manage-customer-database/customer-profile-status) manually. If you want to use this profile to test your newsletters, activate the «**Test subscriber**» option:

<Img
img="/uploads/profile_global_status2_8b37905ca8.png"
alt="Status, tab and field settings, test profile"
/> 

### Actions

This tab displays all the actions that can occur when sending a message to a subscriber:

- **Email/SMS/Push sent** (message sent to subscriber)
- **Email/SMS/Push delivered** (message successfully delivered)
- **Email/Push is opened** (subscriber opened your message)
- **Email/SMS/Push click** (subscriber clicked one of the links)
- **Email is seen** (email was opened for at least 12 seconds)
- **Email reply** (subscriber replied to your email)
 
<Img
img="/uploads/actions_b36026147a.png"
alt="Actions"
/> 

When a profile performs some action, for instance, clicks a link in your email, the corresponding icon is highlighted in colour.

Now let's look at the other sections of the digital profile interface:

<Img
img="/uploads/profile_history_da9df5fb09.png"
alt="Digital profile blocks"
/> 

### History

History represents all the company's interactions with the customer:

- how their data entered the database (import method),
- content they subscribed to,
- received newsletters,
- whether they followed the links in your email,
- participation in scenarios,
- active promo codes, etc.

<Img
img="/uploads/profile_history_2_299828db37.png"
alt="Activity history"
/> 

### Interactions

Here you can find information about the platform objects that the profile interacts with:

- segments
- triggers
- scenarios

<Img
img="/uploads/interactions_scenarios_68cd8a0c90.png"
alt="Interactions"
/> 

### Data

This tab contains the following information about the subscriber:

- promo codes
- forms
- connections
- orders

<Img
img="/uploads/data_forms_212e2e0c2c.png"
alt="Data"
/> 

### Subscriptions

This tab displays all [**profile subscriptions to resources**](https://altcraft.com/help-center/get-started/what-is-a-resource-and-how-to-configure-it). The channel, the customer's contact details for communication through this channel (email address, phone number, and so on), [**subscription status**](https://altcraft.com/help-center/manage-customer-database/customer-profile-status), priority, and other information are specified for each resource.

You can edit profile subscriptions manually or create a new subscription by clicking «Add subscription».

<Img
img="/uploads/profile_subscriptions_3c904d3448.png"
alt="Profile subscriptions"
/>

### Additional information

**1. Latest activity**

Here you can see from which device and browser the profile last participated in your newsletter.

<Img
img="/uploads/latest_activity_a99e39ba63.png"
alt="Latest activity"
/> 

**2. Identifiers**

Each subscriber in Altcraft Platform receives a unique profile identifier (profile_id) for all databases. Each profile is also assigned unique MD5 and XXH identifiers.

<Img
img="/uploads/identifiers_07c4704b6b.png"
alt="Identifiers"
/> 

<Note>
The standard Email field is unique for the profile within a single database. However, this field is optional. If no email address is entered into the standard field when importing the profile, a system entry **profile_id@localhos** will be created.
</Note>

<Img
img="/uploads/localhost2_68ac38d18a.png"
alt="Localhost"
/> 

**3. UTM**

UTM tags are updated in the customer profile if it was imported into the database after the customer filled out the form. These tags will help you to get detailed information about the traffic source. Please note that UTM tags are added only when you activate the «Update UTM data in the profile» option.

## Conclusion

A digital profile is a page that displays all information about the customer and their interactions with the company. It is automatically generated for each person whose data is in the database. A digital profile will help you to see the customer journey and personalize the sales strategy.

The digital profile contains up-to-date information about your customer and his interaction with the company: activity in campaigns, presence in segments and workflows, etc.

How to Create Customer Digital Profile in Altcraft Platform

Customer digital profile

## What is profile status

Customers do not always agree to receive messages. Sometimes they unsubscribe from intrusive newsletters and even move uninformative incoming emails to a Spam folder. There are cases when marketers themselves need to stop sending emails to some subscribers.
Customer status will help you find out whether a person agreed to receive emails. The status determines whether it is possible to communicate with your customer through this or that channel.
 
## What is the difference between global status and subscription status

Each profile has several statuses: the global status and subscription statuses.

**Global status** determines the possibility of communication with your customer through any channel. Each profile that gets into the database has one:

<Img
img="/uploads/global_status2_d466d358a6.png"
alt="Global status"
/>

When a profile subscribes to a specific [**resource**](https://altcraft.com/help-center/get-started/what-is-a-resource-and-how-to-configure-it), it also gets a subscription status. Each subscription has its status:

<Img
img="/uploads/resource_subscription_status2_ae46ca94b6.png"
alt="Subscription status"
/>

Subscription statuses depend on the global status. For example, a profile may have several active subscriptions, but the global status prohibits communication. In this case, you will **not be able to send messages** to this customer.
 
<Table>
| **Status** | **Description** |
| ------ | ------ |
| **Subscribed** | You can send messages to the subscriber | 
| **Unsubscribed** | The subscriber has unsubscribed from your messages |
| **Complainer** | The recipient has [**marked the incoming email as spam**](link) or reported spam in another way, so now you cannot send emails to them. |
| **Hardbounced** | The email address to which your emails are sent does not exist. The customer may have made a mistake when entering their email address. Such addresses get into the global suppression list of the platform. |
| **Unconfirmed** | The subscriber has registered but has not agreed to receive your messages. This status is used for a [**Double Opt-In**](https://altcraft.com/blog/what-is-double-opt-in) subscription. After confirmation, it changes to Subscribed. | 
| **Suspended** | You cannot send messages to a certain subscriber for a while. | 
| **Invalid** | You cannot send messages for any other reason. | 
</Table>

## FAQ
 
**1. What happens if I change the global profile status to «‎Unsubscribed»?**
 
Your customer will not receive your newsletters from any resource.
 
**2. I do not specify a resource when sending campaigns, I only use the database. The customer has unsubscribed from the messages. Why has the global status of their profile changed?** 

If a resource is not specified, the global profile status is used.

The status determines whether it is possible to communicate with your customer through this or that channel. You can change the subscription status for each resource.

Profile Status | Global Status and Subscription Status

Customer profile status

Get started with the marketing automation platform Altcraft. Learn how to create a client database, set up a resource, and launch your first campaign.

How to Get Started with Altcraft Platform

Get started

Learn how to manage your customer base in Altcraft Platform: segment your target audience, monitor subscription status, etc.

How to Manage Your Customer Database in Altcraft Platform

Manage customer database

Learn how to import customer data from a file, how to set up automatic scheduled imports, and what a digital profile is.

Creating Сustomer Profiles: How to Import Customer Data

Create customer profiles

Learn how to create message templates for Email, SMS and Push campaigns. Tips on HTML layout, visual editor and rich push editor.

Message Templates: How to Create Email, SMS or Push templates

Message templates

Learn how to create regular and trigger campaigns, conduct A/B test, and run a broadcast. Communicate with subscribers via Email, SMS, Push or other channels.

How to Send Email, SMS or Push campaigns in Altcraft Platform

Marketing campaigns

Automate your marketing processes with workflows such as welcome series, abandoned cart reminders, reactivation of inactive customers, etc.

Marketing Automation Workflows in Altcraft Platform

Automation Scenarios

Track user behavior on a website or mobile app using the Altcraft pixel. Learn how the pixel works and how to install it.

Customer Tracking | Tracking Pixel in Altcraft Platform

Customer tracking

Do you want to not only get new customers, but also keep existing ones? Find out how to do this with a loyalty program.

Loyalty Programs | Promo Codes in Altcraft Platform

Loyalty programs

Summary report, conversion funnel, click map, cohort report — these and other tools will help you analyze the effectiveness of your marketing campaign.

Real-time Marketing Analytics in Altcraft Platform

Analytics

Learn how to manage your Altcraft Platform account. You can create a new user, restrict access using groups and roles, and more.

Account Management: How to Create Users, Groups and Roles

Manage account

Feedback and newsletter subscription forms will expand your customer datebase. Surveys will help you get to know your customer better.

Forms: How to Create a Web Form and Place It on Your Site

Forms and surveys

Set up automatic import of data from your databases on a schedule: Oracle Database, Microsoft SQL Server, PostgreSQL. Connect third-party BI and CRM systems.

Integrations by Altcraft Platform: How to Get Started

Integrations

Real-time summary reports
for any channel

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

Any audience in the platform can be automatically synchronized with the external database according to the set schedule. We have implemented this function on request from our customers. It simplifies the life of the marketing department and developers.

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

Import all customer personal data in CDP Altcraft Platform. This way you will have an undeniable advantage, because there are no limits on the amount of data stored in our marketing platform. The more information you have about your customers, the more targeted your email, SMS and push notifications will be.

Get in touch with Altcraft

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

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

Personalize your content across all channels

customizing-your-content-in-all-channels-image-en.png

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

What data can be collected:

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

Download documentation

Content is generated using data obtained from external SQL database

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

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

Language is not an abstract construction of the learned, or of dictionary makers, but is something arising out of the work, needs, ties, joys, affections, tastes, of long generations of humanity, and has its bases broad and low, close to the ground.

Glossary

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Contact Altcraft and we'll find a better solution for your business

Real-Time Analytics

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Integration and Webhooks

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Omnichannel marketing

Personalized marketing

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

Design to your taste

Find out what your customers want through questionnaires and surveys. Getting feedback on time will work in favor of your business. If you respond quickly to customer feedback, you will increase their trust and brand loyalty.

High-quality customer feedback

You can customize the logic of the form so that respondents go to different pages depending on which answer they select. This will make your survey or questionnaire more targeted. Before submitting the form, select the «Actions» tab. If the form is completed successfully, the data are automatically imported into your database.

Flexible form settings

Create forms and surveys in minutes

Questionnaires, customer satisfaction surveys, feedback forms — in Altcraft Platform you can design both simple and complex forms. Any form element can be made mandatory, so you can be sure that the user fills in the required fields.

Work in an easy-to-use visual form builder

The builder is intuitive, so you don't need professional knowledge to work with it. Add different types of questions to the form — short or long answers, one or multiple-choice questions, rating scales.

User-friendly interface

Response statistics are provided in the form of a line graph and chart. It is also possible to download data in MS Excel and CSV format. Analyze the information received and make your business even more successful.

Results and analytics

Forms in Altcraft Platform: create surveys, questionnaires and tests.

Help Center | Guides and Marketing Tips | Altcraft Platform

Messaging apps

Partners with Altcraft

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Pricing and Service Plans: On-premise or SaaS | Altcraft

Privacy Policy
and personal data policy

Request a Demo | Fill Out the Form | Altcraft Platform

Get Started With Altcraft's Software

Why business chooses Altcraft

SaaS or On-Premise - all functions are available

processing of personal data

How to set up a tracking pixel

What is a loyalty program

How to create a customer database

How to manually import customer data

You may be interested

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

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


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


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

<Img 
img="/uploads/Blog_1_cd297e1f7d.png"
alt="What is Retargeting and Why Does Business Need It"
/> 

When users first visit your site, they don't always take the desired action. Someone is looking for more information, and someone needs to be pushed to a decision. For others, it’s enough just to remind them about the product that they browsed on the site earlier.

There is retargeting for this. It is a marketing method that does not allow users to «go far» and motivates them to return to the website and take some action. Retargeting campaigns are banner ads that catch up with users on other sites, social networks and apps. According to statistics, [**three out of four**](https://www.invespcro.com/blog/ad-retargeting-2/) users notice such ads, so this method works great. [**70% of people**](https://www.invespcro.com/blog/ad-retargeting-2/) who see a retargeting banner are more likely to return to your site and buy.

Let's take a closer look at what retargeting is, what benefits it gives your business and how it works.

## What is retargeting

Retargeting is an ad that a user sees after their actions on a company's website, app, or social media. Retargeting campaigns can show users:

- pages they have visited;
- products that were browsed in the online store, but did not place an order.

The purpose of such an advertising campaign is to lead a person to conversion through [**a call to action**](what-is-cta). However, this call is not placed on the brand site, but on other platforms on the Internet. Retargeting is set up for a «cold» audience that is not familiar with the brand, and for «warmed up» customers who have visited the company’s website more than once, but still have not bought.

Retargeting reaches the user through banners on other sites, social networks and mobile applications where advertising is possible.

## Retargeting and remarketing are not the same

These concepts are often confused, but there are differences:

- Retargeting is a campaign for new users who have not yet made a purchase. Such advertising reminds of the brand and increases its awareness.
- Remarketing is a way to retain existing or interested customers and encourage them to buy. In this case, marketers use not only advertising, but also email campaigns.

## Why your business needs retargeting

Advertising usually works for new users. They are not yet in the sales funnel, and it is not necessary that they ever get there. Retargeting audiences are users who are already in the funnel, because they have interacted with the brand. Building communication with them is easier, and retargeting is cheaper.

**What are the benefits of retargeting for businesses?**

- Increasing awareness. For this purpose, retargeting is used by [**70% of marketers**](https://meazy.co/blog/10-retargeting-statistics-2021). Here's how it works. The user starts to come across your brand, products and offers more often. When a person finally has a need for a product or service, your brand will be the first thing that comes to their mind.
- Increasing LTV (Сustomer Lifetime Value). As a result of this, you will get more revenue from users who buy again and again.
- Promotion of the client through the sales funnel and prevention of abandoned carts. Retargeting reminds about left and viewed products, pushes the user to return to the order. This is how the number of purchases grows — according to statistics, the conversion rate [**increases to 150%**](https://meazy.co/blog/10-retargeting-statistics-2021).

## How retargeting work

The user views the content or product on the site or in the mobile app, and later when he visits another digital platform, he sees an advertisement for that object. Retargeting can be set up using Google Ads, social networks, and other services. How it works:

1. A pixel is installed on the site. It is a piece of code that [**tracks the actions**](ak-pixel) of visitors on web pages.
2. Advertising is configured for the audience that the pixel has collected. If you use Google Ads, ads are shown on Google search results and its advertising network (YouTube, Gmail, etc).
3. When the user performs an action on the site (for example, he adds a product to the cart, but does not complete the purchase), the ad finds him and reminds him of an incomplete order.

In most cases, retargeting ads are banners with text and a caption.

## Types of retargeting

There are two types of retargeting depending on the source of information for the campaign. Possible options:

- **Using an existing contact list**. Email addresses or phone numbers are uploaded to social networks like Facebook or Twitter. If there are matches with the data of registered users, the platform serves retargeting ads just to them.

- **Using pixel data**. Ads are displayed to anonymous users after they visit your site. It is a popular and fast way.

*For example, the man went to the pet store website and was browsing the parrot food section. After a while, he sees an advertisement for bird food from this site.*

Retargeting also differs depending on the type of activity:

- **User behavior** on the site or in social networks: clicks, views, incomplete applications, likes, reposts.
- **Search queries**. Retargeting ads will be displayed to a user who has searched for specific products. Such a campaign is set up by keywords.

For example, a person used a search on the website and entered “tourist tent”. In advertising, he sees different models of the tent offered by that site.

There are also static and dynamic retargeting:

- **Static retargeting** shows general brand information. Campaign segments are known in advance. These are all visitors to the site or a particular page, and so on. The advantage of this type of ad is reaching more users, but the disadvantage is the lack of personalization.
- **Dynamic retargeting** takes into account the interests of the user, and shows the specific products or services that this person viewed. Such retargeting is personalized and useful for online stores. 

*For example, a person viewed the page of the N brand smartphone on the website, read the description and reviews, but did not place an order. In this case, advertising of this gadget begins to haunt him.*

## How to set up retargeting

On each platform, retargeting is technically configured in its own way, but the general principles are similar. Let's look at the sequence of actions.

1. **Define a goal**. What do you want to get from the campaign? It can be a decrease in the number of abandoned carts, content virality, an increase in conversions, and so on.
2. **Choose which users to show ads to**. Any website visitors or those who have entered a certain section, or those who are interested in some product?
3. **Come up with a call to action for the ad**. What to offer in advertising: return to the website or place an order.
4. **Set the timing of the marketing campaign**. How long will the banner ads be shown to the customer? You can’t follow the user forever in the hope that he will someday give up and buy.
5. **Select the ad sequence if they are different**. For example, you can show general information first, then promotions, a video, and so on.
6. **Make settings in the selected service** (advertising account of the social network, Google Ads or another). The retargeting campaign is launched for the audience collected through the pixel or for contacts whose data is stored in your database. You can also use the look alike model — the system selects suitable users to display an ad according to existing criteria.

## Retargeting examples

An online clothing store shows similar products that customers have recently searched or viewed.

<Img 
img="/uploads/1_6e3e3fa8da.jpg"
alt=""
/> 

Here is an example from ModCloth. The company follows users and informs them of new arrivals:

<Img 
img="/uploads/2_770da4d2f0.png"
alt=""
/> 

Digital Marketer shows a specific topic that was of interest to the user. This way, if someone visits an article about advertising, they will see an ad for "ad templates" that they can get for free:

<Img 
img="/uploads/3_1345645a92.jpg"
alt=""
/> 

When you search for a phone in online stores, the search engine may show you related products, such as a phone case:

<Img 
img="/uploads/4_eeee6ee146.png"
alt=""
/> 

Users searched for graphic editors. And this is the ads they can see later:

<Img 
img="/uploads/5_505d790759.png"
alt=""
/> 

Another example of retargeting after viewing travel tours:

<Img 
img="/uploads/6_024c7168da.png"
alt=""
/>

## Conclusion

A retargeting campaign is a re-display of information about a company or specific products to a user after visiting a website, social media, or brand app.

Retargeting will increase brand awareness and conversions. It is often used to remind customers of abandoned carts on a website. Do not confuse this method with remarketing, which works to retain existing customers. Retargeting is set up for new users who have already interacted with the brand.

There are dynamic and static retargeting. The first is more personalized and shows the specific products that a user has viewed on the site. The second is just general information. Campaigns can also be set up according to the behavior of users on the website or for specific search queries. For retargeting, the audience collects a pixel (the code that works with cookies on the site), or the company uses its contact database.

In this post, we'll talk about what retargeting is, how it works, and how businesses use retargeting campaigns to increase conversions.

medium_Блог (1).png

small_Блог (1).png

thumbnail_Блог (1).png

Блог (1).png

Retargeting is an opportunity to recapture potential leads if they left your site without converting or meeting a marketing goal.

What is Retargeting and Why Does Your Business Need It

Retargeting: Definition, Types, Steps

<Img 
img="/uploads/Blog_9d32e26a52.png"
alt="5 Techniques Marketers Use to Push Customers to Buy"
/> 

You buy a lot of everything you really need at an online sale, and after a while you realize that you spent all your money, but you have no idea on what. Do you know that feeling? I do.

My name is Daria Rodionova, and I am a content marketer at [**CRM-group**](https://emailsoldiers.com/?utm_source=mediaaltcraft&utm_medium=content&utm_campaign=emailsoldierscom), where we help brands build customer relationships. In this article, I have collected popular tricks that brands use to encourage customers to buy.

## You will receive a reward! But first, do something.

On the website of the Israeli cosmetics company Zielinski & Rozen, there is a banner that promises free shipping. To get it, you need to place an order of $100 or more and immediately pay for it. If you buy for $400 or more till June 6th, you will receive a limited edition gift. 

<Img
img="/uploads/image4_a750fc2f54.png"
alt="Banner on website"
src="Banner on Zielinski & Rozen website"
/>

This helps the brand to increase revenue and purchase conversion. The limited-edition product on the site cost $97, but consumers can get them "for free".

## Last item left!

The exclusivity of the product motivates the customer to make a purchase. According to the FoMo principle (Fear of Missing Out), users will buy a product much faster if they feel a shortage of it.

Some companies convince buyers in plain text. For example, ‘Call within ten minutes and get a discount and a second necklace as a gift!’. Others — come up with more subtle versions. For example, when customers are buying plane tickets, they see: ‘There are 2 tickets left at this price’.

<Img
img="/uploads/image3_7d19decf99.png"
alt="Product card"
src="Product card in Shiekh. It is highlighted that the last pair left."
/>

**Life hack: How to use your abandoned cart to get a discount**

<Note>
Most brands have a [**trigger workflow**](https://emailsoldiers.com/blog/vichy-triggers-dynamic-content?utm_source=mediaaltcraft&utm_medium=content&utm_campaign=vichy-triggers-dynamic-content) set up for a specific action. For example, if you add something to the cart and leave the site, the trigger will fire. So do not rush to place an order. Wait 2-3 days. There is a high chance that the company will want to get back the client, so it will send you a promotional code for an additional discount.
</Note>

## Do like me

A favorite blogger wrote a good review about a Mexican restaurant. An artist posted a story about a cool car sharing service. Do not underestimate [**influencers**](what-is-influencer-marketing-how-to-build-strategy) and the power of native advertising.

Here is Khloe Kardashian's review of vitamins for hair:

<Img
img="/uploads/image2_9e179bdeaf.png"
alt="Positive feedback"
src="A positive brand review expands your audience reach. You can alse use promo codes to track traffic and conversion."
/>

Take a critical look at information and remember that a nice bonus can be behind any native advertising.

## Easy to Lose and Impossible to Forget

The effect of trial periods for online products is similar to how offline retail works. You are offered samplers as a gift, only virtual ones.

In an ideal world, the client cancels the subscription a few hours before the end of the trial period, or keeps it, because he is ready to use the service for a whole year.

In reality, if the user has agreed to a free trial period, he has two options:

- The user forgets to cancel the subscription and is charged for the annual subscription. It takes a long time to return the money.
- The user bails on money and keeps the subscription, because he does not have time to cancel it.

<Img
img="/uploads/netflix_sub_1a1002eafd.jpg"
alt="Netflix trial period"
/>

To avoid this, don't be too lazy to turn off auto-renewal after the subscription. Sometimes it's hidden deep in the app, but this can save you a couple thousand.

## Everything is relative

Here is a classic trick of retailers. If you put a discount on a more expensive product, it will look more advantageous than a [**similar product**](https://emailsoldiers.com/blog/cross-selling?utm_source=mediaaltcraft&utm_medium=content&utm_campaign=cross-selling) with the same price without a discount.

<Img
img="/uploads/image5_2b70d95b4a.png"
alt="Two products of the same category"
src="Two products of the same category side by side - the first one is a little more expensive, but the discount captivates."
/>

It's a similar story when brands sell a larger product for a little more than a similarly small one. The savings may be false. For example, you may not have time to use up a liter of sesame oil by the expiration date. Or can a large cappuccino please you more than a medium one?

## Conclusion 

In the post, I have listed popular techniques in online marketing. Whatever new tricks marketers come up with, users need to be alert and make conscious decisions. Businesses, on the other hand, need to remain ethical, not use crude tricks, and prioritize solving customer problems.

In this article, we talk about popular online marketing techniques that companies use to get the user to make a purchase decision.

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Here is a list of popular tricks marketers use to get a user to make a purchase decision.

5 Techniques Marketers Use to Push Customers to Buy

5 Marketing Techniques to Push Customers to Buy

![neuroscience-in-marketing.jpg](/uploads/neuroscience_in_marketing_acf0e571b2.jpg)

Our thoughts, feelings and actions are simply the results of neural activity in the brain. Marketers widely use insights from neurobiology to guess consumers' desires.

Thanks to neurobiology, it is possible to predict consumers behaviour and even manipulate their decisions. Neuromarketing used to be considered an unconventional approach, but in recent years results of neurobiological researches have become much more popular among marketers. For example, they show that users rely on intuition when it comes to making risky decisions (such as buying from an unreliable online store) and that advertising banners on social networks attract more attention than those on blogs.

**According to Marketing Charts, 70% of marketers in 2020 used Facebook for advertising and 41% used Instagram.**

![Social media advertising.jpg](/uploads/Social_media_advertising_aa7153ae24.jpg)

## Neuromarketing techniques that worth trying out

### Loss aversion

For human beings, the pain of loss is stronger than the pleasure of acquisition. Think back to Black Friday: consumers are not only passionate about making a purchase because of big discounts on a product, but the idea that they will miss out on a good deal plays an important role. Amazon uses the same neuromarketing method when it lists products that will soon run out of stock.

### Decision paralysis

Consumers have a hard time making purchasing decisions. Paralysis theory explains it this way: when we have a large assortment of products in front of us, the brain actively analyzes them and eventually freezes into inaction for fear of making the wrong choice.

Usually, consumers are provided with a long list of goods, and so they get lost in front of the assortment. If you divide the list into groups that are easier to perceive, the result will surprise you.

## A scientific approach to marketing

Let’s turn to statistics. Creative agency Fabrik cites the following data:

- 90% of consumers' purchasing decisions are made subconsciously;
- human brain processes visuals 60,000 times faster than text;
- marketers spend up to 70% of their time attracting the attention of customers.

There are researches proving that advertising with people is more effective than advertising without them. Consider the packaging of Lay’s potato chips or Kinder Chocolate milk chocolate. On the former, you can see celebrities, on the latter — smiling children.

<Note>
Google, Disney and CBS have already invested in neurobiological marketing. If such «giants» are serious about neuromarketing, it makes sense to follow suit.
</Note>
![neuromarketing-based packaging.jpg](/uploads/neuromarketing_based_packaging_4d3fd31e1f.jpg)

### We suggest 4 ways to use neuroscience in digital marketing:

**1. Effective marketing requires emotions.** When your brand evokes a certain emotional response from the audience, people will subconsciously remember you as soon as the right trigger is launched. This is where visual neuroscience can be helpful.

**2. Pay attention to prices.** Have you ever wondered why the prices of many products are, for example, 299.99 or 399.90 euros, and not 300 or 400? Our brain subconsciously sees such numbers not close to the value, but quite different. The lower the price seems, the better consumers feel about it.

**3. Motivate your customers to share their experiences with you.** That way you’ll get new customers who already [**trust**](customer-trust) the brand thanks to the advice of their friends. Positive reviews will tell consumers more about your product than any commercial advertising.

**4. Different people choose different things.** It’s convenient to think of consumers as one large community, but different people react differently to the same service or product. Each person chooses what suits better his/her interests and maximizes the benefits. Think about how to capitalize on the preferences, emotions, and moods of different consumers in your marketing strategy.

![neuromarketing prices.jpg](/uploads/neuromarketing_prices_d69ad2f133.jpg)

## How to use neurobiology while creating content

You’ll engage with your customers on a deeper level if you take into account the psychological characteristics of your customers when developing your content marketing strategy.

**First**, look at people’s internal needs. Do you know a single person who doesn’t want to be satisfied and happy? Content that evokes positive emotions has great success.

**Second**, become an old acquaintance to customers. When we see something familiar and relatable, the brain produces dopamine, causing pleasure. So, use colors, fonts and graphics in your content that remind of you as a pleasant experience.

**Third**, avoid complexity. Content should be understandable. Anything your brain deems complicated turns into an unpleasant task. Simplify text with subheadings, bullets, and lists. It will end up being easy to read and better digested by the visual part of the brain.

**Fourth**, surprise the reader. Keep novelty in mind when developing content. Don’t just use the same words and phrases in a new way. Add images to articles and experiment with formats.

**According to HubSpot, more than 92% of marketers consider video an important part of their marketing strategy. That’s the highest figures since 2015.**

![Video in marketing strategy.jpg](/uploads/Video_in_marketing_strategy_f9e6d6ed46.jpg)

## Summary

Neuromarketing has come a long way in the last 15 years. Neurobiological research has proven to be a powerful tool in understanding human behavior. [**We’ve**](/en) provided examples of how to operate with visual neurobiology to increase [**brand recognition**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya) and emotion to awaken the brain. Follow the latest research in neurobiological marketing and put it into practice.

Thanks to neurobiology, marketers can predict consumers behaviour and even manipulate their decisions. Let's talk about the role of neurobiology in marketing strategy.

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